Download - CASE STUDY | Yihaodian - YHD (Walmart) - 下午茶
SOCIAL MEDIA
April 2014
Yihaodian - YHD
• Founded in 2008, YHD is one of the fastest-growing e-commerce company in China.
Background
2013
57 million registered users
11,54 billion yuan annual sales
www.YHD.com
Challenge
1. YHD offers a variety of imported food & beverage products from all over
the world and wants to make people discover and try them.
2. YHD wants to grow its WeChat account fan base and improve the
interactions with its fans.
Solution
1 2 3 • You are all redirected to 下午茶 APP. • Shake your phone to win one product.
Share it.
• There's nothing quite as relaxing as sitting down together for an afternoon tea, whether you need a break or want to treat your friends.
• Thanks to YHD 下午茶 APP (linked to WeChat), share an afternoon tea with your friends and colleagues.
• Send “下午茶 “ to YHD WeChat account.
• Mention how many people are participating (5-10).
• Receive a specific room number. • Invite your friends to follow YHD and
tell them to send this room number.
Enjoy your afternoon tea!
Play & receive your afternoon tea package directly at work!
Results
36
days
Shanghai
Beijing
Guangzhou
18% 66%
16%
40 WeChat KOL’s
5 publications
20 Weibo KOL’s 5 articles shared x10,000
1,768 packages delivered
31,308 participants
17,933 new fans on WeChat
Uncle Advertising is a full service agency providing creative advertising solutions, digital marketing and social connectivity strategies. We provide ‘creative solutions’ which build brands and businesses in China. We help brands to listen, understand and engage in conversations in Chinese social media: Weibo and Wechat. For more information, please visit our Linkedin company page Uncle Advertising (Scan our QR code), follow us on Twitter @ShanghaiUncleAd or drop us an email at [email protected] Contributors: Chris Yang, Elsa Bouillot