In 2014, China internet users were active on Weibo, 82% Sina Weibo users bought online in Q3 2014, which made Weibo top among social apps in the world according to data of Global Web Index. The top 3 e-commerce campaigns on Weibo were Tmall’s “Let Hongbao Fly”, Jingdong’s “618 Party On”, Dangdang’s “Gan Zuo Gan Dangdang” in 2014.
No. 3 CeDangdang’s Weibo Campaign
Celebrating its 15 year birthday on 20 October, Dangdang used this opportunity to re-brand itself as a complex B2C e-commerce platform. This 15-day campaign attracted over 40,000 Weibo users to participate.
No. 2: Jingdong’s 618 Party On Campaign
June 18 is a Jingdong’s birthday and in the name of celebration, Jingdong launched a series of campaigns from 7 June 2014 till the end June.
No. 1: Tmall’s Weibo Campaign
Hongbao campaigns are all like lucky draws that attract users to participate in forms of re-posting or other. Tmall’s 2014 Hongbao campaign started on January 6 that attracted over five millions of discussions and 2 millions of re-tweets in only two days.