WeChat (Weixin) has recruited advertisers for Moment ads on June 1 Children’s Day in China according to ebrun.com.
WeChat has tight control on WeChat Moments ads, trying to unify theme and slogan. From WeChat main nostalgic creative point of view, recalling users’ childhood memory can undoubtedly resonate with old brand advantage.
For Children’s Day campaign, WeChat only works with nine brands but each user will see one WeChat Moment advertisement per day. The format is similar to previously launched campaigns using advertisers’ WeChat account, slogan and nine photos. It can link to external product pages.
8 out of the 9 photos are default photos; advertisers can only select one photo. 9 photos on display are designed in the form of stamps. And, the text creative is the same for all advertisers, “Do you remember them in your childhood?”
WeChat users can collect these nine photos, each unique one from each brand, and re-post in their Moments feeds.
The key target audience of this campaign are users in key cities (tier-1 and some tier-2 cities), between 18 and 40 years old according to WeChat official. The minimum budget required is RMB 2 million.
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