WeChat recently gave its Moments feature a major facelift. The upgraded version, which was launched in January, offers an improved marketing opportunity for luxury brands, as now they are able to utilise a number of different storytelling methods to attract and engage with WeChat users in a more creative way.
Among many, Chanel has become one of the main pioneers in placing advertising campaigns on WeChat’s Moments stream by promoting its 2017 Spring/Summer Ready-to-Wear Collection.
WeChat Moments’ latest features allow brands to include short videos—either in a six-second or 15-second format—as a teaser to be shown on a user’s timeline. Interested viewers can click on the video, through which they will be directed to an internal ad page to view the full commercial. The campaign shows up on the timelines of a targeted group of users, and interested viewers need to click on the image to watch the full commercial.
The Chanel case features a 15-second teaser and several images of its latest products, and links to its online store.
Source: Luxury Society
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