CHALLENGE

Increase the volume of Oral-B WeChat followers: Use the P&G Lifestyle WeChat platform to attract fans. Offer bonus to encourage P&G Lifestyle WeChat members to become Oral-B members.

Diverse P&G Lifestyle WeChat platform users: Diverse P&G users to other brands of different nature, allowing fans to sort themselves and enable brands to achieve more accurate marketing.

INSIGHT

Fan Diversion: Use the P&G Lifestyle WeChat platform for fan diversion. Encourage Lifestyle WeChat members to join Oral-B members with special rewards in order to increase the number of Oral-B WeChat fans.

Cross-industry cooperation: Cooperate with P&G brands or STORM's existing clients to increase the number of fans from different consumer groups by using other brands of different nature.

Old customers bring in new customers: WeChat recruitment activities (MGM/points/products) can stimulate number of followers. Forward activities to WeChat moments or re-tweeting activities on Weibo can further increase attention on activities.

SOLUTION

Establish Oral-B WeChat official account. Attract the Oral-B users and P&G Lifestyle members to this account with rewards to pool resources. Push campaign news twice on both platform to increase exposure. Promotions are pushed to customers, allowing the marketing to reach the target audience vertically, while reducing promotion costs.

Use unique QR code to connect brands and consumers. The QR code gives Oral-B direct access to end-store/consumer data, allowing brand to visualize target customers and grasp the effectiveness of promotions. Through the points mechanism, combined with membership benefits and gift redemption activities, consumers are motivated to make repurchasement. By data of code scanned  through various channels, the product traceability and sales channel control can be achieved.

PERFORMANCE

On October 2016, Oral-B membership growth has reached 769% compared to January 2016. Approximately 88.5% of WeChat users have filled in their personal information and Oral-B WeChat membership has grown significantly every month during the project.