Co-launched with Suncity Group, the latest MOMEplay campaign themed on Grand-Prix featuring iPhone 7 as ultimate prize had enjoyed huge popularity among participants since its launch on 18th October.
This was a similar project as MOMEplay New Jetso – participant who collected all components in the fastest manner will be awarded. However, a new mechanism was introduced: they were allowed to “send” and “steal” compo- nents to or from a friend so make the mission more unpredictable and exciting.
WeChat, one of the leading instant messaging tools in the world, has become integrated into the daily live of most Macao residents that not to be overlooked. Businesses, either big or small all realize users’ heavy reliance on the messenger and its enormous capacity to communication, making WeChat the battlefield of carrying out promotion and marketing.
Tencent Pinguin Research released “WeChat Impact Report” in March 2016 with the sample group consisting 40,443 participants online and 1,101 participants on the phone in China, as well as 1,017 WeChat official account operators and 806 enterprise account operators. The result has fully reflected WeChat’s indispensable role in changing users’ lifestyle and interpersonal relationship, and the ecosystem of promotion and marketing.
According to the result, 94% of WeChat users use WeChat everyday, in which 61% opens Wechat more than 10 times per day; on the other hand, the research initiated by Macao Association for Internet Research also indicates users in Macao open WeChat as high as 16 times in average per day.
Furthermore, more than half of the users use WeChat more than one hour, which means WeChat has become one of the most used social media for mobile Internet users.
WeChat owns 600 million active users and its penetration rate in Macao has exceeded 94% in 2015, which is equivalent to mainland China first tier cities such as Beijing, Shanghai, etc. At the same time, each WeChat user owns at least 50 to even hundreds of “friends”, which implies at least 14,000 perspective customers can be reached if 100 users share related advertising message on WeChat Moments.
In such a tiny area like Macao, interpersonal relationship is tightly connected with each other, which implies messages are easier to spread around every corner in the community in just one night. Hence, we can see WeChat as one of the most cost-effective and valuable mode of communication to allow you to achieving marketing objectives such as promoting new products, building up brand image and enhancing brand loyalty.
Tencent Pinguin Research. (2016). WeChat Impact Report. Tencent. (2015).
WeChat User Global Report 2015. Cheung, & Sheng. (2015).
Macao Residents Social Application and Online Purchasing Survey Report.
MOME was invited to give sharing on the topic of talent development in ”New Trend of Strategic Flow and Development of Talents” Discussion Forum hosted by Macau Institute of Management on 22nd October afternoon.
Man Wong, the Executive Director represented MOME as one of the speakers to share on her experience of career planning and the core elements of successful talent mobility in digital marketing.
Wong agreed most employers would always appreciate employees who are willing to take on challenges. Thus being hardworking, keen to identify and resolve problems, and having the ability to convert threats into opportunities are some qualities that a high-potential talent should have. She encouraged participants to keep a close eye on what is happening around to retain competitiveness.
Attending guests also included Carol Kam, Assistant Vice President of Organization Development & Training of Galaxy Entertainment Group; Jacinta Ho, Managing Director of JC Human Resources Consulting, and Gilbert Chong, Macau Registered Auditor and Accountant.
Highlight: This was a similar project as MOMEplay New Jetso – participant who collected all components in the fastest manner will be awarded. However, new mechanism was introduced: they were allowed to “send” and “steal” components to or from a friend so make the mission more unpredictable and exciting. They can even check up who had moved their components when they came back.
Outcome: More than 90,000 people participated the campaign and had attracted 13,000 new fans for Suncity Group’s official Wechat Account.
Chimelong X MOMEplay VR Halloween Carnival Campaign
Date: Sep 30th, 2016 to Oct 10th, 2016
Highlight: Unlike previous campaigns, it contained 3 challenges and participants were free to complete any of them to win entry ticket, F&B coupon etc in the Halloween Carnival. They can enhance the chance to win by inviting more friends and completing questionnaire.