During 14 days’ promotion on Weibo, a total number of over 60 thousand cars were ordered with a total worth of over RMB9.2 billion (US$1.5 billion).
Over 30 brands, including Benz and BMW, of about 100 models were available for order on Weibo, all of which were below market price. Weibo deployed three main promotion tactics, limited time offer, cash rebate and lucky draw.
From end August to early September, it’s considered cold season for automobil industry in China. The corresponding Weibo promotion page had over 16.97 million visitors and the topic on Weibo had over 1.24 billion views.
Chinese users displayed the highest level of engagement and interactions with brands on social media, according to PwC research. And, A McKinsey survey pointed out that social media has a greater influence on purchasing decisions for consumers in China.
Weibo monthly active users (“MAUs”) were 156.5 million as of June 30, 2014, an increase of 30% year over year according to its official quarterly financial results.