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WeChat
Social Ads
PlaybookSeptember 2019
FABERNOVEL is pleased to share this playbook reviewing various offerings of
WeChat advertising and the possibilities for brands to reach and engage the tech
savvy consumers.
Since the inception of WeChat, Tencent has been very cautious about introducing
promotional messages on its platform. The Super APP is envisioned more as a
productive toolkit for the users' daily life than a source of media revenue stream itself.
On contrary to 1 ad for every 10 posts on Facebook, the Shenzhen tech giant makes
sure its users exposed to maximum 2 ads per day.
That being said, WeChat advertising offerings have become so comprehensive and
impactful to capture the attention of Chinese consumers from both home and
abroad. To build successful WeChat strategies, it is now crucial for business to master
these various ad formats, ad touch points, ad features, bidding tactics and audience
targeting possibilities.
Let’s discover more with this playbook!
FOREWORD
Patrice Nordey
APAC CEO, FABERNOVEL
2
Photo by 珂 许 on UnsplashPhoto credits: James Coleman (unsplash)
3
2. WeChat Advertising 1O1	
  
3. Case Studies	
  
1. Introduction To WeChat	
  
Summary
4. About FABERNOVEL
4
Introduction To WeChat1
5Source: Tencent, Co-creating a smarter era of luxury, 2019
SOCIAL
MEDIA
SEARCH
O2O
ONLINE
PAYMENT
VIDEO
E-COMMERCE
QQ messenger
(823 million MAU)
Tenpay
JD.com
China’s 2nd largest B2C platform
Meituan-Dianping
Local review and group purchase
DiDi
Taxi & ride-hailing app
Tencent Map
Map and app
58.Com
Lifestyle information and services
Leju
Second-hand housing trading
Qzone
(568 million MAU)
Other fields include gaming, portal site, entertainment, etc.
Sogou
Search engine
WeChat Pay
Elong
Travel and ticketing service
WeChat
(1.1 billion MAU)
Tencent Video
(425 million MAU)
Weishi
Short video app
TENCENT MASSIVE ECOSYSTEM
6
460M
Moments
shared daily
38B
Messages
sent daily
Messaging & Moments
Official Accounts
3.5M
Active
public accounts
80M
Public account
followers
WeChat Payment
38% 	
  
Of mobile payment
market share
800M
Users binding bank
account with WeChat
2.3 Million
Mini Programs since
the launch in 2017
200M
Daily
active users
Mini Program1.1 Billion
MAU in 2018
Launched in 2011
China’s largest social
media platform
WECHAT INTRODUCTION
Source: Tencent, Co-creating a smarter era of luxury, 2019
7
1	
  INTRODUCTION
•  WeChat is a multi-purpose messaging, social media and payment app with over 1 billion monthly active users. It
was developed by China’s social media giant Tencent in 2011.
2 KEY NUMBERS AND FACTS
•  38.2 billion messages and 460 million WeChat moments are sent daily average in 2018 on the platform.
•  As of July 2018, WeChat drove $47.7 billion traditional consumption, covering travel, food, shopping, tourism,
etc.
•  By 2018, WeChat Payment occupied 38% of mobile payment market share with 600 million users. Most users
use WeChat Payment in restaurant, convenience store, food delivery, ticket purchasing and online platform
services.
•  On Jan 2017, WeChat launched a new initiative called WeChat Mini Program, which is “sub-applications” within
the WeChat ecosystem. They are the embedded apps within WeChat that requires no download that provide
customers with an “use and leave” option. The number of Mini Program reached 2.3 million with 200 million
active users since the launch in 2017.
3 WHY WECHAT
•  WeChat is the core platform for Gen-Z to connect and maintain relationship with friends, family and school.
•  Gen-Z are using more services (ride hailing, food delivery, shopping, etc.) on WeChat, especially after the launch
of WeChat Mini Program.	
  
1.1 Billion
MAU in 2018
Launched in 2011
China’s largest social
media platform
WECHAT INTRODUCTION
Source: Tencent, Co-creating a smarter era of luxury, 2019
8
Ads received
WeChat groups
Ads in Moments feedIn-Article Ads Ads within Wechat
payment receipts
Ads within Mini
Programs
in-game ads
WECHAT NATIVE ADVERTISING
	
  	
  
9
WeChat Advertising 1O12
10
WeChat Ads Overview
Moments Ads
Official Account Ads
How To Run WeChat Ads
Brand Zone Ads
A
B
C
D
E
F
Mini Program Ads
11
WECHAT MOMENTS ADS
Ad placement
User’s moments feed
3 formats available
1.  Image/Video + Text + Link
2.  Card image/video + Text
3.  Special Format
1
WECHAT OFFICIAL ACCOUNT ADS
Ad placement
In-article or page bottom
3 formats available
1.  Bottom Ads
2.  In-Article Ads
3.  Mutual Selection Ads
2
HOW IT WORKS
▪  3 types of display offerings:
1.  Moments Ads:
Native Ads displayed at users’
Moments feed in a form similar
to a friend’s original content.
2.  Official Account Ads:
Displayed when users browse
content on public accounts
(Vogue, Elle, etc.)
2.  Mini Program Ads:
Displayed when users browse
mini program or mini game.
WECHAT ADS OVERVIEW
WECHAT MINI PROGRAM ADS
Ad placement
In Mini Program/ in Mini Game
3 formats available
1.  Bottom Banner Ads
2.  Incentive Ads (Mini Game
Video)
3.  Pop-up Ads
3
12
WeChatAdsOverview
MOMENTS ADS KEY KPIS
Impression
Engagement
Follow
CPE
CPF
1
OFFICIAL ACCOUNT ADS KEY KPIS
Impression
Engagement
Follow
CPE
CPF
CTR
FTR
2
WECHAT MINI PROGRAM ADS KEY
KPIS
Impression
Engagement
Follow
CPE
CPF
3
Impression : number of times an ad
been shown
Reach : number of viewers
Like : thumb up
Comment : leave message
Share : forward to friend
Click : press the photo/link/copy, ect.
Engagement : number of actions been
done by viewers (Like + Comment +
Share + Click)
Canvas Engagement : Engagement of
the landing page(number of times the
video play +button click)
Follow : number of new followers
Cost : money spending
CPM : cost÷impression×1000
CPE : cost ÷ engagement
CPF : cost ÷ follower
CPC : cost ÷ click
CPA : cost ÷ action
CTR : click ÷ impression×100%
FTR : follower ÷ click×100%
For ongoing ad to
optimize the visual
& criteria
DEFINITIONS
13
WeChat Ads Overview
Moments Ads
Official Account Ads
How To Run WeChat Ads
Brand Zone Ads
A
B
C
D
E
F
Mini Program Ads
14
MOMENTS ADS
Card Format
Creating an attention-
catching “branding zone” in
moments feed
Post Format
Maximizing the friendliness
of the ad to encourage
engagement
Special Format
(1M+ RMB investment)
WeChat offer special formats
and features such as A/B
option, full frame, etc.
1 2 3
15
MomentsAds
CTA: Follow Official
Account
CTA: Coupon
Asset type:
Video Ad
Moments
Post Ad
Special interaction:
@Friend
Asset type: Multi-
picture 3/6/9
Asset type:
1 single picture
CTA: Mini Program CTA: Link to store
(LBS)
POST FORMATS - FEATURES1
16
MomentsAds
Moments
Post Ad
CARD FORMATS - FEATURES2
CTA: Event
registration
CTA: Link to ArticleCTA: Coupon
Asset type:
Card Ad
CTA: Mini
Program
CTA: Link to store
(LBS)
Asset type:
Video card
format
CTA: Follow
Official Account
17
MomentsAds
Key words
Full size video
Interactive video
(ie: draw the stitch at the end of
the video to unlock the ad )
Celebrity endorsement
(icon of the celebrity)
Customized outbound
link (outside of Wechat)
A/B card
> 2 Million RMB
investment
> 1 Million RMB
investment
SPECIAL FORMATS -FEATURES3
> 5 Million RMB
investment
Panorama visual
interaction
18
MomentsAds
Event details page
To know more about
the event
Article Page
From Official Account
Official Account
Home & Follow
Page
Other landing pages: Coupon, app store, external web page, etc.
Mini Program
Developed by brands
LBS Store Page
To Direct Online Traffic
Not available for Bottom
Ads
Registration Page
for lead generation
WeChat templated page
LANDING PAGES FOR MOMENTS AD
19
MomentsAds
Store promotion
Brand promotion
Official Account
promotion
Sales leads
collection
Coupon distribution
•  Store address
•  Map
•  Linkage to Mini Program /
WeChat Article / Website /
Coupon / Event booking
•  Official Account button / QR
code
•  Information collect form
•  Presence of coupons
•  WeChat Page Canvas
•  WeChat Simplified canvas
•  Full frame
•  Mini Program
•  Canvas
•  WeChat Simplified canvas
•  Full frame
•  Mini Program
•  WeChat Canvas
•  Full frame
•  Official Account
•  WeChat Canvas
•  WeChat Simplified canvas
•  Full frame
•  Mini Program
•  WeChat Canvas
•  Full frame
•  Mini Program
Required elements Display optionsAds objectives
Product promotion •  Products presentation
•  Canvas
•  External web link
•  Mini Program
LANDING PAGES REQUIREMENTS
20
WeChat Ads Overview
Moments Ads
Official Account Ads
How To Run WeChat Ads
Brand Zone Ads
A
B
C
D
E
F
Mini Program Ads
21
Bottom Ad
(Image/Video)
Maximizing the friendliness of the
ad to encourage engagement
In-Article Ad
(Image/Video)
Displayed in the middle of an article
page
OFFICIAL ACCOUNT ADS - 3 FORMAT TYPES
Mutual Selection Ad
(Image)
Displayed in the bottom of an
article page
22
OfficialAccountAds
Coupon Ad Mobile App Ad
Follow Official Account
(OA logo + OA name +
link)
wider display format
Follow Official Account
(OA logo + OA name +
link)
Larger Banner Ad
(clickable picture)
Card Ad with picture
(OA logo + OA name + link)
Banner Ad
(clickable picture)
Card Ad with video
(OA logo + OA name +
link)
Official
Account Ads
BOTTOM AD - SUB-FORMATS
23
OfficialAccountAds
Official Account
Home Page
Landing Page
Provided by WeChat
Card Format
(Image)
Pre-Video Format
(5/6/15s Video)
CLICK
IN-ARTICLE AD
24
OfficialAccountAds
Ad Spot Provider
Advertiser
How it works:
On the user end, Mutual Selection Ads looks just like all other
forms of Official Account Ads.
However, advertisers must apply for the ad spot to their
chosen provider/official account holder, usually an influential
KOL. Then the provider can either confirm or reject the
application.
Advertiser
Campaign
strategy
planning
Provider
Ad
execution
planning
CONFIRM
CHOOSE
Selection Phase
Provider
Advertising
execution
Execution Phase
The advantage of this advertising model is signified by the
precise reach-out to the brand’s designated target audience.
The most popular practice of mutual selection ads takes place
during major campaign where KOL collaboration and mutual
selection advertising are bundled together
MUTUAL SELECTION AD
25
OfficialAccountAds
Event details page
To know more about
the event
Article Page
From Official Account
Official Account
Home & Follow
Page
Other Destinations: LBS store, App store, external web page etc.
Mini Program
Developed by brands
Coupon
To encourage
purchases
Registration Page
For generating Leads
LANDING PAGES FOR ACCOUNT ADS
26
OfficialAccountAds
Brand
promotion
Official Account
promotion
Sales leads
collection
Application
promotion
Product
promotion
•  Linkage to Mini
Program / H5 / WeChat
Article / Website
•  Official Account button /
QR code
•  Information collect form
•  Application download
button
•  Canvas
•  External web link
•  Mini Program
•  Official Account
•  Android / App store
•  Products presentation
•  Canvas
•  External web link
•  Mini Program
•  Canvas
•  External web link
•  Mini Program
Coupon
distribution
•  Presence of coupons •  Coupon page
Required
elements
Display optionsAds objectives
Botto
m ad
Mutual
selection
LANDING PAGE REQUIREMENTS
In-
article
ad
27
WeChat Ads Overview
Moments Ads
Official Account Ads
How To Run WeChat Ads
Brand Zone Ads
A
B
C
D
E
F
Mini Program Ads
28
Mini Program banner
(Image)
Very eye-catching when users
browse the list of Mini Programs
Incentive Ad
(Video)
Users can choose to watch
the ad in exchange of game
bonus
MINI PROGRAM ADS
Pop-up Ad
(Image)
Users can choose to watch
the ad in exchange of game
bonus
29
OfficialAccountAds
Event details page
To know more about
the event
App download
App store / Android
Official Account
Home & Follow
Page
Mini Program
Developed by brands
Game page
To encourage play
games
Registration Page
For generating Leads
LANDING PAGES FOR MINI PROGRAMS ADS
30
OfficialAccountAds
Brand
promotion
Official Account
promotion
Sales leads
collection
Application
promotion
Product
promotion
•  Linkage to Mini
Program / H5 / WeChat
Article / Website
•  Official Account button /
QR code
•  Information collect form
•  Application download
button
•  Canvas
•  External web link
•  Mini Program
•  Official Account
•  Android / App store
•  Products presentation
•  Canvas
•  External web link
•  Mini Program
•  Canvas
•  External web link
•  Mini Program
Game
promotion
•  Button linking to game •  Game Mini Program
Required
elements
Display optionsAds objectives Banner Pop-up
LANDING PAGE REQUIREMENTS
Incentiv
e ad
31
WeChat Ads Overview
Moments Ads
Official Account Ads
How To Run WeChat Ads
Brand Zone Ads
A
B
C
D
E
F
Mini Program Ads
32
BrandZoneAds
WeChat offer some extra services for their One Million Club members: Exclusive branded search function – Branding oriented
Official Nike section
where are displayed:
brand story / brand
activities / contact / store
locations / customer
service / official account /
Mini Program
Nike Official Account
Nike Mini Program
Friend’s post mentioning
Nike
The Official brand section is an
important channel where users
can obtain brand information and
services displayed one after one:
-  Mini Programs
-  Official accounts
-  Services or products both
supported by Mini Programs
Branding oriented
BRAND ZONE ADS
33
BrandZoneAds
Official Lancôme section
where are displayed:
brand story / brand
activities / contact / store
locations / customer
service / official account /
Mini Program
Lancôme Official
Account
Lancôme Mini Program
Article mentioning
Lancôme
Lancôme encyclopedia
Lancôme WeChat
online e-commerce
BRAND ZONE ADS
WeChat offer some extra services for their One Million Club members: Exclusive branded search function – Products oriented
34
WeChat Ads Overview
Moments Ads
Official Account Ads
How To Run WeChat Ads
Brand Zone Ads
A
B
C
D
E
F
Mini Program Ads
35
A SIMPLE 8-STEP PROCESS
Define ad
objective
Choose ad
format
Select
target
audiences
Top-up &
schedule
the ad
position
Upload ad
assets
Pass the
Tencent ad
verification
Ad launch
Strategy & ad assets set up WeChat backend execution Ad preview
Ad
Monitoring
& A/B
Testing
Ad optimization
36
DEFINE YOUR ADVERTISING OBJECTIVES
Brand event
promotion
Store promotion
Collecting sales
leads
Official account
promotion
Products
promotion
Application
promotion
Coupon
distribution
Games promotion
The objective is to
increase brand
awareness and bring
participation.
The objective is to bring
offline traffic and sales.
Promoting WeChat
Official Account in order
to attract subscribers.
Some ads have objective
to collect sales leads and
find potential customers.
Some ads drive users to
App or Android store to
download the
application.
Distributing coupons via
ads can incite users to
purchase online or
offline.
Promote online products
to bring more customers
and orders.
Attract more users to play
games.
HowToRunWeChatAds
37
HowToRunWeChatAds
MOMENTS ADS
Pricing model : CPM

Scheduled
1.  Ad spots scheduled 1-28 days in
advance with placement priority
guaranteed
2.  CPM varies among the 3 tiers of cities
(core/key/other)
3.  Minimum investment: 50,000 RMB
per wave
Real-time Bidding
1.  Exposure window selected in advance
while placement would not be
guaranteed.
2.  Impressions are distributed according
to bidding price and ad quality.
3.  Minimum investment: 1,000 RMB per
day
Minimum Investment
50,000 RMB
Minimum Investment
1,000 RMB
1
2
1
OFFICIAL ACCOUNT ADS
Pricing model : CPM & CPC (oCPA*)

Scheduled (CPM)
1.  Ad spots scheduled 1-28 days in
advance with placement priority
guaranteed
2.  CPM varies among the 3 tiers of cities
(core/key/other)
3.  Minimum investment: 1,000 RMB per
wave
Real-time bidding (CPC / oCPA*)
1.  Exposure window selected in advance
while placement would not be
guaranteed.
2.  Impressions are distributed according
to bidding price and ad quality.
2
3
MINI PROGRAM ADS
Pricing model : CPC
Real-time bidding
1.  Exposure window selected in advance
while placement would not be
guaranteed.
2.  Impressions are distributed according
to bidding price and ad quality.
3
*oCPA (Optimized CPA): According to the actual
promotion demand, the advertisement system will take
the intelligent optimization to place, accurate reaches to
high conversion rate users.
CHOOSE YOUR AD FORMAT & PRICING MODEL
38
WECHAT ADVERTISING RATE CARD
CITY IMAGE AD VIDEO AD
CORE (SH & BJ) 150 RMB / CPM 180 RMB / CPM
KEY (1st & 2nd TIER) 100 RMB / CPM 120 RMB / CPM
OTHER (3rd TIER) 50 RMB / CPM 60 RMB / CPM
Scheduled
MOMENTS ADS PRICING
Real-time bidding
available starting from 100 RMB per thousand
impression with minimum investment of 1,000 RMB
per DAY
CITY IMAGE AD VIDEO AD
CORE (SH & BJ) 35 RMB / CPM 40 RMB / CPM
KEY (1st & 2nd TIER) 30 RMB / CPM 35 RMB / CPM
OTHER (3rd TIER) 25 RMB / CPM 30 RMB / CPM
OFFICIAL ACCOUNT PRICING
Real-time bidding
available starting from 0.5 RMB per click with
minimum investment of 50 RMB per DAY
MINI PROGRAM PRICING
Real-time bidding
Available starting from 0.5 RMB per click with minimum investment of 50 RMB per DAY
Scheduled
HowToRunWeChatAds
39
HowToRunWeChatAds
News / LOHAS / Automobile /
Entertainment / Travel /
Games / Food & Beverage /
Health / Sports / Cosmetics /
Home / Tech
Depending on the ad’s objective, advertisers may change some parameters in order to target the right people
Interest
Users‘ long-term interests
(what I like)
News / Fashion / Education /
Services / Finance / Business
services / Automobile /
Entertainment /
Parenthood / Travel / Real
Estates / Gaming / Food &
Beverage / Health / Sports &
Fitness / Beauty / Home /
Digital product
Behavior
Users‘ specific behavior
(what I have done)
(inner China Mainland) :
Core cities:
Beijing / Shanghai
Key cities:
Guangzhou / Chongqing /
Nanjing etc
Other cities
Geographic
Outbound China will be targeted by
country
Age:
from 14 to 60 years old
Gender:
Male / Female
Age & Gender
Primary school
Junior high school
High school
College
Bachelor
Master
PhD
Education
background
Single
Newly-married
Married
Parenting
Marriage status
By brand:
Apple / Samsung / Huawei /
Xiaomi / Vivo / etc.
Price range:
¥1500 to¥4500+
Mobile phone brand &
price
Operating system:
Android / iOS
Internet provider:
China Mobile / China
Unicom / China Telecom
Phone operating
system & Internet
provider
SELECT YOUR TARGET AUDIENCES
40
ANALYZE THE PERFORMANCE OF YOUR AD
Impression data
Total impressions, Non charge
impressions help assessing the
range of audience the ad reached
Click data & Ad visual
Ad visual click rate, Landing page
click rate help assessing the
quality of the ad
Interaction data
Like rate, Comment rate and No
interest percentage help
assessing the interaction between
users and the brand
Share data
Share to friends and Moments
help assessing users’ acceptance
towards the ad and initiative to
spread it
Follow data
Icon & Name click rate, Follow rate
help assessing brand influence
Other customized data
Sales leads, Purchases and other
data
HowToRunWeChatAds
41
Campaign advertising launch rules
1.  WeChat advertising limits the types of campaigns:
Promotional activities with strong inducement and
high risk. Activities that do not involve the purchase
of physical goods. The selection of spokespersons,
models and actors, etc.
2.  WeChat advertising prohibited types of activities:
including but not limited to crowdfunding, 1 RMB
shopping, etc.
3.  WeChat advertising promotion campaign content
basic requirements: advertising content description
needs to be clear, detailed rules of the campaign.
4.  Lucky draw campaign, prize price must be less than
5000 RMB.
5.  Gift activities state clearly the variety, specification,
quantity, time limit and manner of the goods or
services provided as gifts.
6.  Coupon activities,do not use activities to induce
sharing, attract attention to quickly get fans or seek
improper interests.
7.  No format clause like "XXX has the right to
interpret this activity" shall appear in the content of
the activity.
Advertising consistency requirements
The products and brands promoted in the advertisement
shall be consistent with the account opening and
authentication subject and account content, and shall not
be placed on behalf of others
HowToRunWeChatAds
RESTRICTIONS ON WECHAT ADS
Chinese advertising law & Tencent
stipulation
1.  Absolute terms such as "national level", "highest level"
and "best" shall not be used.
2.  No false or misleading advertisements may be placed.
3.  The data, statistics, survey results, abstracts and
quotations used in advertisements shall be true and
accurate, and the source shall be indicated.
4.  False patented products or patented methods shall not
be involved in advertisements.
5.  Do not use advertising ideas that are easily
misunderstood and intentionally deceive or mislead
consumers.
1
The call answer button
misleads the user to click
6.  The commodities or services of other producers
or operators shall not be belittled.
7.  The words "well-known trademark" shall not
appear in advertisements (article 15 of the
trademark law of the People's Republic of
China).
8.  "National products exempted from
inspection" and other contents related to
quality exemption shall not appear.
9.  Unauthorized third party images or logos shall
not be used.
10.  The image and security of the state, the nation
and society shall not be harmed.
11.  It must not go against the requirements of
building social and spiritual civilization and
must not go against the good customs of
society.
12.  Shall not violate the advertising endorsement
rules.
2
“Click to buy” button is
not supported
More than 9 visuals
placement is not available
Can not use specific groups
of people as activity
conditions
42
HowToRunWeChatAds
RESTRICTIONS ON WECHAT ADS
Clothing & Accessories Automobile Life services Food & Beverage Beauty & Skin care Electronics Media publishing
No restriction but brands with
a certain reputation / currently
sold are allowed to advertise
No restriction No restriction Some ads placements are
not allowed for Alcohol
Some ads placements are
not allowed
E-commerce is not allowed
except JD etc.
Hygiene permit is required
No restriction No restriction
Agriculture Engineering Game Software Media Online audiovisual News
Some ads placements are not
allowed
Some ads placements are
not allowed
No restriction No restriction Some ads placements are
not allowed
Some ads placements are
not allowed
No restriction
Institutions Daily products IT communication Home furniture Safety & Security Environment Transportation
No restriction but approval is
required from Chinese
government to make Official
Account
No restriction No restriction No restriction Some ads placements are
not allowed
No restriction Some ads placements are
not allowed
Real Estate Legal services Retail products Restaurant Parenting Business services Jewelry & Watch
No restriction but investment
immigration is not allowed to
advertise
Some ads placements are
not allowed
No restriction No restriction Some ads placements are
not allowed
Some ads placements are
not allowed
No restriction
Outdoor sports Travel Finance Education Photography Relationship E-commerce
No restriction Hotels with casinos are
not allowed to place ads
Some ads placements are
not allowed
No restriction but approval
from Ministry of Education
is required to make Official
Account
No restriction No restriction No restriction
43
Case Studies3
44
La Mer Canvas ad promoting International Ocean Day and encouraging users to take environment-friendly actions
Moments Ads Canvas Landing Page Customized ocean poster
Canvas consists of full screen video experience with creative animation.
Product presentation & International Ocean Day
promotion
LA MER
Brand event
promotion
45
Johnnie Walker brand event promoting customizable bottles
Moments Ads Customized bottle choices
Button redirecting to JD
online store
JOHNNIE WALKER
Brand event
promotion
Canvas consists of full screen visual experience with creative animation.
46
Moments Ads H5 Landing Page Booking information Date selection Booking confirmation
Chanel H5 ad promoting its exhibition in Shanghai & possibility to register online to book the visit
H5 is the mobile version of websites opened in mobile browsers.
CHANEL
Brand event
promotion
47
Moments Ads display Bottom Ads display
Directing to Mini
Program
Event BookingFull screen
Van Cleef & Arpels event booking via its Mini Program
Mini Program is the lighter version of an application integrated into WeChat system.
VAN CLEEF & ARPELS
Brand event
promotion
48
Canvas consists of full screen visual experience with creative animation.
Rémy Cointreau ad redirecting to creative Canvas to promote its products and Official Account
Moments Ads Canvas Landing Page
Video & Cocktail
formula
Follow the Official
Account
Official Account page
REMY COINTREAU
Official account
promotion
49
Follow button can be displayed in the bottom ad redirecting to Official account page.
Roger Dubuis bottom ad redirecting to Official Account follow button
Bottom Ads Official account page
ROGER DUBUIS
Official account
promotion
50
Follow button can be displayed in WeChat Moments directing to Official account page.
Moncler Moments ad redirecting to Official Account follow button
Moments Ads
Official account follow
button
Canvas landing page
MONCLER
Official account
promotion
51
LBS (Location based services) is targeting users in a specific area or city to drive online traffic to offline
store.
SK-II Hong Kong Canvas ad celebrating annual anniversary & promoting exclusive products targeting Chinese tourists in Hong Kong.
Moments Ads Canvas Landing Page Sogo mall address
Exclusive products only
available in specific
stores in HK
HK stores addresses
SK-II
Store promotion
52
Store location can be directly integrated in the Moments ads.
Roger Dubuis Moments ad redirecting to H5 & Store location
Outbound link & QR code
directing to the Official
Account
XiAn store locationMoments ad format with
store location
ROGER DUBUIS
1
1
2
2
Store promotion
53
Store location button is in the end of the Canvas.
Chanel Canvas ad for new products release with store location inciting target audience to visit offline store
New products
presentation
Nearest store buttonMoments ad format Map store location
CHANEL
Store promotion
54
Collecting sales leads can help brands targeting quickly potential customers.
Buick Canvas ad promoting its cars and test drive booking
Moments Ad
Canvas Landing
Page
Product
presentation
Online purchase
button
Test drive booking
& information fill
BUICK
Collecting sales
leads
55
Helena Rubinstein is promoting its products through a lottery draw H5 ad.
H5 landing page
Registration page for
lottery draw
Registration
confirmationMoments ad
Sales leads collecting can take form of a brand event such as lottery.
Collecting sales
leads
HELENA RUBINSTEIN
56
King Power Duty Free ad encouraging online and offline purchase by distributing coupons
Coupon ad landing page Coupon detailsMoments ad
A Moments Ad can be directly linked to coupons.
KING POWER
Coupon
distribution
57
Bvlgari promoting its Mini Program online store
Mini Program landing
page
Moments ad
A Moments Ad can be directly linked to a Mini Program Online store.
BVLGARI
Products
promotion
About FABERNOVEL4
Since 2003, we’ve been pioneering new use cases
and experiences, designing futures for both industry
majors and startups, and creating code that works.
We are a team of digital talents, at the innovation
forefront.
We are continually testing and implementing our ideas.
We’re here to help you craft your future.
We’re not only thinking differently,
we’re doing differently.
New
Making
FABER NOVEL
59
SAN FRANCISCO ---
PARIS ---
LISBON ---
SHANGHAI ---
SINGAPORE ---
WHERE INNOVATION HAPPENS
60
RETAIL
LUXURY FASHION
DESIGNER BRANDS
LIFESTYLE FASHION
WATCH & JEWELRY
TRAVEL &
HOSPITALITY
FOOD & BEVERAGE
BEAUTY &
FRAGRANCES
FINANCIAL SERVICES
61
REFERENCES IN CHINA
STRATEGY CREATIVE TECHNOLOGY
China Innovation strategy
•  Watch Reports
•  Trends Books
•  Benchmarks
•  Startup scouting
Vision & Up-Skilling
•  Learning Expedition
•  Digital Academy

360° Social Media Services
•  Strategy & Planning
•  Platforms Management
•  Community Management
•  KOL cooperation
Studio & Content
Production
•  Campaigns Creative
•  Campaign Operations
•  Editorial Content Development
•  Visual Content Development
Media & Analytics
•  Paid Media Display
•  Social Advertising
•  Data Tracking & Monitoring
WeChat Mini Programs
•  E-commerce
•  CRM & Loyalty
H5/MP for campaigns
•  Campaigns Creative
•  Campaign Operations
•  Editorial Content Development
•  Visual Content Development
UI/UX
•  Research
•  Design
62
OVERVIEW OF OUR SERVICE RANGE
63
Thank you
CONTACT US
Patrice Nordey
APAC CEO
meet_shanghai@fabernovel.com

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WeChat Social Ads Playbook

  • 2. FABERNOVEL is pleased to share this playbook reviewing various offerings of WeChat advertising and the possibilities for brands to reach and engage the tech savvy consumers. Since the inception of WeChat, Tencent has been very cautious about introducing promotional messages on its platform. The Super APP is envisioned more as a productive toolkit for the users' daily life than a source of media revenue stream itself. On contrary to 1 ad for every 10 posts on Facebook, the Shenzhen tech giant makes sure its users exposed to maximum 2 ads per day. That being said, WeChat advertising offerings have become so comprehensive and impactful to capture the attention of Chinese consumers from both home and abroad. To build successful WeChat strategies, it is now crucial for business to master these various ad formats, ad touch points, ad features, bidding tactics and audience targeting possibilities. Let’s discover more with this playbook! FOREWORD Patrice Nordey APAC CEO, FABERNOVEL 2 Photo by 珂 许 on UnsplashPhoto credits: James Coleman (unsplash)
  • 3. 3 2. WeChat Advertising 1O1   3. Case Studies   1. Introduction To WeChat   Summary 4. About FABERNOVEL
  • 5. 5Source: Tencent, Co-creating a smarter era of luxury, 2019 SOCIAL MEDIA SEARCH O2O ONLINE PAYMENT VIDEO E-COMMERCE QQ messenger (823 million MAU) Tenpay JD.com China’s 2nd largest B2C platform Meituan-Dianping Local review and group purchase DiDi Taxi & ride-hailing app Tencent Map Map and app 58.Com Lifestyle information and services Leju Second-hand housing trading Qzone (568 million MAU) Other fields include gaming, portal site, entertainment, etc. Sogou Search engine WeChat Pay Elong Travel and ticketing service WeChat (1.1 billion MAU) Tencent Video (425 million MAU) Weishi Short video app TENCENT MASSIVE ECOSYSTEM
  • 6. 6 460M Moments shared daily 38B Messages sent daily Messaging & Moments Official Accounts 3.5M Active public accounts 80M Public account followers WeChat Payment 38%   Of mobile payment market share 800M Users binding bank account with WeChat 2.3 Million Mini Programs since the launch in 2017 200M Daily active users Mini Program1.1 Billion MAU in 2018 Launched in 2011 China’s largest social media platform WECHAT INTRODUCTION Source: Tencent, Co-creating a smarter era of luxury, 2019
  • 7. 7 1  INTRODUCTION •  WeChat is a multi-purpose messaging, social media and payment app with over 1 billion monthly active users. It was developed by China’s social media giant Tencent in 2011. 2 KEY NUMBERS AND FACTS •  38.2 billion messages and 460 million WeChat moments are sent daily average in 2018 on the platform. •  As of July 2018, WeChat drove $47.7 billion traditional consumption, covering travel, food, shopping, tourism, etc. •  By 2018, WeChat Payment occupied 38% of mobile payment market share with 600 million users. Most users use WeChat Payment in restaurant, convenience store, food delivery, ticket purchasing and online platform services. •  On Jan 2017, WeChat launched a new initiative called WeChat Mini Program, which is “sub-applications” within the WeChat ecosystem. They are the embedded apps within WeChat that requires no download that provide customers with an “use and leave” option. The number of Mini Program reached 2.3 million with 200 million active users since the launch in 2017. 3 WHY WECHAT •  WeChat is the core platform for Gen-Z to connect and maintain relationship with friends, family and school. •  Gen-Z are using more services (ride hailing, food delivery, shopping, etc.) on WeChat, especially after the launch of WeChat Mini Program.   1.1 Billion MAU in 2018 Launched in 2011 China’s largest social media platform WECHAT INTRODUCTION Source: Tencent, Co-creating a smarter era of luxury, 2019
  • 8. 8 Ads received WeChat groups Ads in Moments feedIn-Article Ads Ads within Wechat payment receipts Ads within Mini Programs in-game ads WECHAT NATIVE ADVERTISING    
  • 10. 10 WeChat Ads Overview Moments Ads Official Account Ads How To Run WeChat Ads Brand Zone Ads A B C D E F Mini Program Ads
  • 11. 11 WECHAT MOMENTS ADS Ad placement User’s moments feed 3 formats available 1.  Image/Video + Text + Link 2.  Card image/video + Text 3.  Special Format 1 WECHAT OFFICIAL ACCOUNT ADS Ad placement In-article or page bottom 3 formats available 1.  Bottom Ads 2.  In-Article Ads 3.  Mutual Selection Ads 2 HOW IT WORKS ▪  3 types of display offerings: 1.  Moments Ads: Native Ads displayed at users’ Moments feed in a form similar to a friend’s original content. 2.  Official Account Ads: Displayed when users browse content on public accounts (Vogue, Elle, etc.) 2.  Mini Program Ads: Displayed when users browse mini program or mini game. WECHAT ADS OVERVIEW WECHAT MINI PROGRAM ADS Ad placement In Mini Program/ in Mini Game 3 formats available 1.  Bottom Banner Ads 2.  Incentive Ads (Mini Game Video) 3.  Pop-up Ads 3
  • 12. 12 WeChatAdsOverview MOMENTS ADS KEY KPIS Impression Engagement Follow CPE CPF 1 OFFICIAL ACCOUNT ADS KEY KPIS Impression Engagement Follow CPE CPF CTR FTR 2 WECHAT MINI PROGRAM ADS KEY KPIS Impression Engagement Follow CPE CPF 3 Impression : number of times an ad been shown Reach : number of viewers Like : thumb up Comment : leave message Share : forward to friend Click : press the photo/link/copy, ect. Engagement : number of actions been done by viewers (Like + Comment + Share + Click) Canvas Engagement : Engagement of the landing page(number of times the video play +button click) Follow : number of new followers Cost : money spending CPM : cost÷impression×1000 CPE : cost ÷ engagement CPF : cost ÷ follower CPC : cost ÷ click CPA : cost ÷ action CTR : click ÷ impression×100% FTR : follower ÷ click×100% For ongoing ad to optimize the visual & criteria DEFINITIONS
  • 13. 13 WeChat Ads Overview Moments Ads Official Account Ads How To Run WeChat Ads Brand Zone Ads A B C D E F Mini Program Ads
  • 14. 14 MOMENTS ADS Card Format Creating an attention- catching “branding zone” in moments feed Post Format Maximizing the friendliness of the ad to encourage engagement Special Format (1M+ RMB investment) WeChat offer special formats and features such as A/B option, full frame, etc. 1 2 3
  • 15. 15 MomentsAds CTA: Follow Official Account CTA: Coupon Asset type: Video Ad Moments Post Ad Special interaction: @Friend Asset type: Multi- picture 3/6/9 Asset type: 1 single picture CTA: Mini Program CTA: Link to store (LBS) POST FORMATS - FEATURES1
  • 16. 16 MomentsAds Moments Post Ad CARD FORMATS - FEATURES2 CTA: Event registration CTA: Link to ArticleCTA: Coupon Asset type: Card Ad CTA: Mini Program CTA: Link to store (LBS) Asset type: Video card format CTA: Follow Official Account
  • 17. 17 MomentsAds Key words Full size video Interactive video (ie: draw the stitch at the end of the video to unlock the ad ) Celebrity endorsement (icon of the celebrity) Customized outbound link (outside of Wechat) A/B card > 2 Million RMB investment > 1 Million RMB investment SPECIAL FORMATS -FEATURES3 > 5 Million RMB investment Panorama visual interaction
  • 18. 18 MomentsAds Event details page To know more about the event Article Page From Official Account Official Account Home & Follow Page Other landing pages: Coupon, app store, external web page, etc. Mini Program Developed by brands LBS Store Page To Direct Online Traffic Not available for Bottom Ads Registration Page for lead generation WeChat templated page LANDING PAGES FOR MOMENTS AD
  • 19. 19 MomentsAds Store promotion Brand promotion Official Account promotion Sales leads collection Coupon distribution •  Store address •  Map •  Linkage to Mini Program / WeChat Article / Website / Coupon / Event booking •  Official Account button / QR code •  Information collect form •  Presence of coupons •  WeChat Page Canvas •  WeChat Simplified canvas •  Full frame •  Mini Program •  Canvas •  WeChat Simplified canvas •  Full frame •  Mini Program •  WeChat Canvas •  Full frame •  Official Account •  WeChat Canvas •  WeChat Simplified canvas •  Full frame •  Mini Program •  WeChat Canvas •  Full frame •  Mini Program Required elements Display optionsAds objectives Product promotion •  Products presentation •  Canvas •  External web link •  Mini Program LANDING PAGES REQUIREMENTS
  • 20. 20 WeChat Ads Overview Moments Ads Official Account Ads How To Run WeChat Ads Brand Zone Ads A B C D E F Mini Program Ads
  • 21. 21 Bottom Ad (Image/Video) Maximizing the friendliness of the ad to encourage engagement In-Article Ad (Image/Video) Displayed in the middle of an article page OFFICIAL ACCOUNT ADS - 3 FORMAT TYPES Mutual Selection Ad (Image) Displayed in the bottom of an article page
  • 22. 22 OfficialAccountAds Coupon Ad Mobile App Ad Follow Official Account (OA logo + OA name + link) wider display format Follow Official Account (OA logo + OA name + link) Larger Banner Ad (clickable picture) Card Ad with picture (OA logo + OA name + link) Banner Ad (clickable picture) Card Ad with video (OA logo + OA name + link) Official Account Ads BOTTOM AD - SUB-FORMATS
  • 23. 23 OfficialAccountAds Official Account Home Page Landing Page Provided by WeChat Card Format (Image) Pre-Video Format (5/6/15s Video) CLICK IN-ARTICLE AD
  • 24. 24 OfficialAccountAds Ad Spot Provider Advertiser How it works: On the user end, Mutual Selection Ads looks just like all other forms of Official Account Ads. However, advertisers must apply for the ad spot to their chosen provider/official account holder, usually an influential KOL. Then the provider can either confirm or reject the application. Advertiser Campaign strategy planning Provider Ad execution planning CONFIRM CHOOSE Selection Phase Provider Advertising execution Execution Phase The advantage of this advertising model is signified by the precise reach-out to the brand’s designated target audience. The most popular practice of mutual selection ads takes place during major campaign where KOL collaboration and mutual selection advertising are bundled together MUTUAL SELECTION AD
  • 25. 25 OfficialAccountAds Event details page To know more about the event Article Page From Official Account Official Account Home & Follow Page Other Destinations: LBS store, App store, external web page etc. Mini Program Developed by brands Coupon To encourage purchases Registration Page For generating Leads LANDING PAGES FOR ACCOUNT ADS
  • 26. 26 OfficialAccountAds Brand promotion Official Account promotion Sales leads collection Application promotion Product promotion •  Linkage to Mini Program / H5 / WeChat Article / Website •  Official Account button / QR code •  Information collect form •  Application download button •  Canvas •  External web link •  Mini Program •  Official Account •  Android / App store •  Products presentation •  Canvas •  External web link •  Mini Program •  Canvas •  External web link •  Mini Program Coupon distribution •  Presence of coupons •  Coupon page Required elements Display optionsAds objectives Botto m ad Mutual selection LANDING PAGE REQUIREMENTS In- article ad
  • 27. 27 WeChat Ads Overview Moments Ads Official Account Ads How To Run WeChat Ads Brand Zone Ads A B C D E F Mini Program Ads
  • 28. 28 Mini Program banner (Image) Very eye-catching when users browse the list of Mini Programs Incentive Ad (Video) Users can choose to watch the ad in exchange of game bonus MINI PROGRAM ADS Pop-up Ad (Image) Users can choose to watch the ad in exchange of game bonus
  • 29. 29 OfficialAccountAds Event details page To know more about the event App download App store / Android Official Account Home & Follow Page Mini Program Developed by brands Game page To encourage play games Registration Page For generating Leads LANDING PAGES FOR MINI PROGRAMS ADS
  • 30. 30 OfficialAccountAds Brand promotion Official Account promotion Sales leads collection Application promotion Product promotion •  Linkage to Mini Program / H5 / WeChat Article / Website •  Official Account button / QR code •  Information collect form •  Application download button •  Canvas •  External web link •  Mini Program •  Official Account •  Android / App store •  Products presentation •  Canvas •  External web link •  Mini Program •  Canvas •  External web link •  Mini Program Game promotion •  Button linking to game •  Game Mini Program Required elements Display optionsAds objectives Banner Pop-up LANDING PAGE REQUIREMENTS Incentiv e ad
  • 31. 31 WeChat Ads Overview Moments Ads Official Account Ads How To Run WeChat Ads Brand Zone Ads A B C D E F Mini Program Ads
  • 32. 32 BrandZoneAds WeChat offer some extra services for their One Million Club members: Exclusive branded search function – Branding oriented Official Nike section where are displayed: brand story / brand activities / contact / store locations / customer service / official account / Mini Program Nike Official Account Nike Mini Program Friend’s post mentioning Nike The Official brand section is an important channel where users can obtain brand information and services displayed one after one: -  Mini Programs -  Official accounts -  Services or products both supported by Mini Programs Branding oriented BRAND ZONE ADS
  • 33. 33 BrandZoneAds Official Lancôme section where are displayed: brand story / brand activities / contact / store locations / customer service / official account / Mini Program Lancôme Official Account Lancôme Mini Program Article mentioning Lancôme Lancôme encyclopedia Lancôme WeChat online e-commerce BRAND ZONE ADS WeChat offer some extra services for their One Million Club members: Exclusive branded search function – Products oriented
  • 34. 34 WeChat Ads Overview Moments Ads Official Account Ads How To Run WeChat Ads Brand Zone Ads A B C D E F Mini Program Ads
  • 35. 35 A SIMPLE 8-STEP PROCESS Define ad objective Choose ad format Select target audiences Top-up & schedule the ad position Upload ad assets Pass the Tencent ad verification Ad launch Strategy & ad assets set up WeChat backend execution Ad preview Ad Monitoring & A/B Testing Ad optimization
  • 36. 36 DEFINE YOUR ADVERTISING OBJECTIVES Brand event promotion Store promotion Collecting sales leads Official account promotion Products promotion Application promotion Coupon distribution Games promotion The objective is to increase brand awareness and bring participation. The objective is to bring offline traffic and sales. Promoting WeChat Official Account in order to attract subscribers. Some ads have objective to collect sales leads and find potential customers. Some ads drive users to App or Android store to download the application. Distributing coupons via ads can incite users to purchase online or offline. Promote online products to bring more customers and orders. Attract more users to play games. HowToRunWeChatAds
  • 37. 37 HowToRunWeChatAds MOMENTS ADS Pricing model : CPM Scheduled 1.  Ad spots scheduled 1-28 days in advance with placement priority guaranteed 2.  CPM varies among the 3 tiers of cities (core/key/other) 3.  Minimum investment: 50,000 RMB per wave Real-time Bidding 1.  Exposure window selected in advance while placement would not be guaranteed. 2.  Impressions are distributed according to bidding price and ad quality. 3.  Minimum investment: 1,000 RMB per day Minimum Investment 50,000 RMB Minimum Investment 1,000 RMB 1 2 1 OFFICIAL ACCOUNT ADS Pricing model : CPM & CPC (oCPA*) Scheduled (CPM) 1.  Ad spots scheduled 1-28 days in advance with placement priority guaranteed 2.  CPM varies among the 3 tiers of cities (core/key/other) 3.  Minimum investment: 1,000 RMB per wave Real-time bidding (CPC / oCPA*) 1.  Exposure window selected in advance while placement would not be guaranteed. 2.  Impressions are distributed according to bidding price and ad quality. 2 3 MINI PROGRAM ADS Pricing model : CPC Real-time bidding 1.  Exposure window selected in advance while placement would not be guaranteed. 2.  Impressions are distributed according to bidding price and ad quality. 3 *oCPA (Optimized CPA): According to the actual promotion demand, the advertisement system will take the intelligent optimization to place, accurate reaches to high conversion rate users. CHOOSE YOUR AD FORMAT & PRICING MODEL
  • 38. 38 WECHAT ADVERTISING RATE CARD CITY IMAGE AD VIDEO AD CORE (SH & BJ) 150 RMB / CPM 180 RMB / CPM KEY (1st & 2nd TIER) 100 RMB / CPM 120 RMB / CPM OTHER (3rd TIER) 50 RMB / CPM 60 RMB / CPM Scheduled MOMENTS ADS PRICING Real-time bidding available starting from 100 RMB per thousand impression with minimum investment of 1,000 RMB per DAY CITY IMAGE AD VIDEO AD CORE (SH & BJ) 35 RMB / CPM 40 RMB / CPM KEY (1st & 2nd TIER) 30 RMB / CPM 35 RMB / CPM OTHER (3rd TIER) 25 RMB / CPM 30 RMB / CPM OFFICIAL ACCOUNT PRICING Real-time bidding available starting from 0.5 RMB per click with minimum investment of 50 RMB per DAY MINI PROGRAM PRICING Real-time bidding Available starting from 0.5 RMB per click with minimum investment of 50 RMB per DAY Scheduled HowToRunWeChatAds
  • 39. 39 HowToRunWeChatAds News / LOHAS / Automobile / Entertainment / Travel / Games / Food & Beverage / Health / Sports / Cosmetics / Home / Tech Depending on the ad’s objective, advertisers may change some parameters in order to target the right people Interest Users‘ long-term interests (what I like) News / Fashion / Education / Services / Finance / Business services / Automobile / Entertainment / Parenthood / Travel / Real Estates / Gaming / Food & Beverage / Health / Sports & Fitness / Beauty / Home / Digital product Behavior Users‘ specific behavior (what I have done) (inner China Mainland) : Core cities: Beijing / Shanghai Key cities: Guangzhou / Chongqing / Nanjing etc Other cities Geographic Outbound China will be targeted by country Age: from 14 to 60 years old Gender: Male / Female Age & Gender Primary school Junior high school High school College Bachelor Master PhD Education background Single Newly-married Married Parenting Marriage status By brand: Apple / Samsung / Huawei / Xiaomi / Vivo / etc. Price range: ¥1500 to¥4500+ Mobile phone brand & price Operating system: Android / iOS Internet provider: China Mobile / China Unicom / China Telecom Phone operating system & Internet provider SELECT YOUR TARGET AUDIENCES
  • 40. 40 ANALYZE THE PERFORMANCE OF YOUR AD Impression data Total impressions, Non charge impressions help assessing the range of audience the ad reached Click data & Ad visual Ad visual click rate, Landing page click rate help assessing the quality of the ad Interaction data Like rate, Comment rate and No interest percentage help assessing the interaction between users and the brand Share data Share to friends and Moments help assessing users’ acceptance towards the ad and initiative to spread it Follow data Icon & Name click rate, Follow rate help assessing brand influence Other customized data Sales leads, Purchases and other data HowToRunWeChatAds
  • 41. 41 Campaign advertising launch rules 1.  WeChat advertising limits the types of campaigns: Promotional activities with strong inducement and high risk. Activities that do not involve the purchase of physical goods. The selection of spokespersons, models and actors, etc. 2.  WeChat advertising prohibited types of activities: including but not limited to crowdfunding, 1 RMB shopping, etc. 3.  WeChat advertising promotion campaign content basic requirements: advertising content description needs to be clear, detailed rules of the campaign. 4.  Lucky draw campaign, prize price must be less than 5000 RMB. 5.  Gift activities state clearly the variety, specification, quantity, time limit and manner of the goods or services provided as gifts. 6.  Coupon activities,do not use activities to induce sharing, attract attention to quickly get fans or seek improper interests. 7.  No format clause like "XXX has the right to interpret this activity" shall appear in the content of the activity. Advertising consistency requirements The products and brands promoted in the advertisement shall be consistent with the account opening and authentication subject and account content, and shall not be placed on behalf of others HowToRunWeChatAds RESTRICTIONS ON WECHAT ADS Chinese advertising law & Tencent stipulation 1.  Absolute terms such as "national level", "highest level" and "best" shall not be used. 2.  No false or misleading advertisements may be placed. 3.  The data, statistics, survey results, abstracts and quotations used in advertisements shall be true and accurate, and the source shall be indicated. 4.  False patented products or patented methods shall not be involved in advertisements. 5.  Do not use advertising ideas that are easily misunderstood and intentionally deceive or mislead consumers. 1 The call answer button misleads the user to click 6.  The commodities or services of other producers or operators shall not be belittled. 7.  The words "well-known trademark" shall not appear in advertisements (article 15 of the trademark law of the People's Republic of China). 8.  "National products exempted from inspection" and other contents related to quality exemption shall not appear. 9.  Unauthorized third party images or logos shall not be used. 10.  The image and security of the state, the nation and society shall not be harmed. 11.  It must not go against the requirements of building social and spiritual civilization and must not go against the good customs of society. 12.  Shall not violate the advertising endorsement rules. 2 “Click to buy” button is not supported More than 9 visuals placement is not available Can not use specific groups of people as activity conditions
  • 42. 42 HowToRunWeChatAds RESTRICTIONS ON WECHAT ADS Clothing & Accessories Automobile Life services Food & Beverage Beauty & Skin care Electronics Media publishing No restriction but brands with a certain reputation / currently sold are allowed to advertise No restriction No restriction Some ads placements are not allowed for Alcohol Some ads placements are not allowed E-commerce is not allowed except JD etc. Hygiene permit is required No restriction No restriction Agriculture Engineering Game Software Media Online audiovisual News Some ads placements are not allowed Some ads placements are not allowed No restriction No restriction Some ads placements are not allowed Some ads placements are not allowed No restriction Institutions Daily products IT communication Home furniture Safety & Security Environment Transportation No restriction but approval is required from Chinese government to make Official Account No restriction No restriction No restriction Some ads placements are not allowed No restriction Some ads placements are not allowed Real Estate Legal services Retail products Restaurant Parenting Business services Jewelry & Watch No restriction but investment immigration is not allowed to advertise Some ads placements are not allowed No restriction No restriction Some ads placements are not allowed Some ads placements are not allowed No restriction Outdoor sports Travel Finance Education Photography Relationship E-commerce No restriction Hotels with casinos are not allowed to place ads Some ads placements are not allowed No restriction but approval from Ministry of Education is required to make Official Account No restriction No restriction No restriction
  • 44. 44 La Mer Canvas ad promoting International Ocean Day and encouraging users to take environment-friendly actions Moments Ads Canvas Landing Page Customized ocean poster Canvas consists of full screen video experience with creative animation. Product presentation & International Ocean Day promotion LA MER Brand event promotion
  • 45. 45 Johnnie Walker brand event promoting customizable bottles Moments Ads Customized bottle choices Button redirecting to JD online store JOHNNIE WALKER Brand event promotion Canvas consists of full screen visual experience with creative animation.
  • 46. 46 Moments Ads H5 Landing Page Booking information Date selection Booking confirmation Chanel H5 ad promoting its exhibition in Shanghai & possibility to register online to book the visit H5 is the mobile version of websites opened in mobile browsers. CHANEL Brand event promotion
  • 47. 47 Moments Ads display Bottom Ads display Directing to Mini Program Event BookingFull screen Van Cleef & Arpels event booking via its Mini Program Mini Program is the lighter version of an application integrated into WeChat system. VAN CLEEF & ARPELS Brand event promotion
  • 48. 48 Canvas consists of full screen visual experience with creative animation. Rémy Cointreau ad redirecting to creative Canvas to promote its products and Official Account Moments Ads Canvas Landing Page Video & Cocktail formula Follow the Official Account Official Account page REMY COINTREAU Official account promotion
  • 49. 49 Follow button can be displayed in the bottom ad redirecting to Official account page. Roger Dubuis bottom ad redirecting to Official Account follow button Bottom Ads Official account page ROGER DUBUIS Official account promotion
  • 50. 50 Follow button can be displayed in WeChat Moments directing to Official account page. Moncler Moments ad redirecting to Official Account follow button Moments Ads Official account follow button Canvas landing page MONCLER Official account promotion
  • 51. 51 LBS (Location based services) is targeting users in a specific area or city to drive online traffic to offline store. SK-II Hong Kong Canvas ad celebrating annual anniversary & promoting exclusive products targeting Chinese tourists in Hong Kong. Moments Ads Canvas Landing Page Sogo mall address Exclusive products only available in specific stores in HK HK stores addresses SK-II Store promotion
  • 52. 52 Store location can be directly integrated in the Moments ads. Roger Dubuis Moments ad redirecting to H5 & Store location Outbound link & QR code directing to the Official Account XiAn store locationMoments ad format with store location ROGER DUBUIS 1 1 2 2 Store promotion
  • 53. 53 Store location button is in the end of the Canvas. Chanel Canvas ad for new products release with store location inciting target audience to visit offline store New products presentation Nearest store buttonMoments ad format Map store location CHANEL Store promotion
  • 54. 54 Collecting sales leads can help brands targeting quickly potential customers. Buick Canvas ad promoting its cars and test drive booking Moments Ad Canvas Landing Page Product presentation Online purchase button Test drive booking & information fill BUICK Collecting sales leads
  • 55. 55 Helena Rubinstein is promoting its products through a lottery draw H5 ad. H5 landing page Registration page for lottery draw Registration confirmationMoments ad Sales leads collecting can take form of a brand event such as lottery. Collecting sales leads HELENA RUBINSTEIN
  • 56. 56 King Power Duty Free ad encouraging online and offline purchase by distributing coupons Coupon ad landing page Coupon detailsMoments ad A Moments Ad can be directly linked to coupons. KING POWER Coupon distribution
  • 57. 57 Bvlgari promoting its Mini Program online store Mini Program landing page Moments ad A Moments Ad can be directly linked to a Mini Program Online store. BVLGARI Products promotion
  • 59. Since 2003, we’ve been pioneering new use cases and experiences, designing futures for both industry majors and startups, and creating code that works. We are a team of digital talents, at the innovation forefront. We are continually testing and implementing our ideas. We’re here to help you craft your future. We’re not only thinking differently, we’re doing differently. New Making FABER NOVEL 59
  • 60. SAN FRANCISCO --- PARIS --- LISBON --- SHANGHAI --- SINGAPORE --- WHERE INNOVATION HAPPENS 60
  • 61. RETAIL LUXURY FASHION DESIGNER BRANDS LIFESTYLE FASHION WATCH & JEWELRY TRAVEL & HOSPITALITY FOOD & BEVERAGE BEAUTY & FRAGRANCES FINANCIAL SERVICES 61 REFERENCES IN CHINA
  • 62. STRATEGY CREATIVE TECHNOLOGY China Innovation strategy •  Watch Reports •  Trends Books •  Benchmarks •  Startup scouting Vision & Up-Skilling •  Learning Expedition •  Digital Academy 360° Social Media Services •  Strategy & Planning •  Platforms Management •  Community Management •  KOL cooperation Studio & Content Production •  Campaigns Creative •  Campaign Operations •  Editorial Content Development •  Visual Content Development Media & Analytics •  Paid Media Display •  Social Advertising •  Data Tracking & Monitoring WeChat Mini Programs •  E-commerce •  CRM & Loyalty H5/MP for campaigns •  Campaigns Creative •  Campaign Operations •  Editorial Content Development •  Visual Content Development UI/UX •  Research •  Design 62 OVERVIEW OF OUR SERVICE RANGE
  • 63. 63 Thank you CONTACT US Patrice Nordey APAC CEO meet_shanghai@fabernovel.com