The Campaign

To maximize exposure of the project with fewer marketing fee, we marketed through China’s biggest social media platform innovatively. Usually in China, when a real estate company marketing its project, they will explain the unique selling point, appearance of the project in detail.However when we create this video, we covered the whole project with huge sheets which lead the viewers curious about the appearance of the project. Meanwhile, we push the video ad through social platform with a low cost, this project was seen and remembered by lots of people in a very short time.

Creative Execution

We created a fascinating video to attract viewers’ attention, and push it on WeChat news feed which is called “monent” in July 2017. Through big data targeting funciton of WeChat, we push the video ad to 2.5 million potential customers. Within 24 hours, it received 4.9 million clicks. The video ended up getting almost twice as many clicks than we had invested to push the ad - the highest ever in WeChat history. The project awareness was increased greatly. Besides, people who are interested in this project can become a follower of the project’s WeChat ID, they can also call the project to consult about the project, they can come to the site as well. Through this way, customers are brought to the project succesfully and sales goals are achieved.

Within 24 hours, it received 4.9 million clicks. The video ended up getting almost twice as many clicks than we had invested to push the ad - the highest ever in WeChat history. Throughout the entire project, the total amount invested was only about 46,000 US dollars. Within 1 week, 700,000 square feet of the project was sold. In China, it normally takes 3 - 5 months to get this result. The total amount of sales made on the development was about 500,000,000 US Dollars, Making it Shenzhen’s highest selling office property in 2017.

We push the video ad to potential customers through social media platform - WeChat innovatively. In recent years, WeChat becomes the most popular and the biggest social media platform in China. Wechat started streaming video ads in 2015. We adopted WeChat as the only media in this marketing campaign to promote the real estate project in 2017, before that, real estate companies usually adopt traditional outdoor media to promote projects. We push a interesting video to wechat users which attract people to view it and share it, in the end we achieved excellent sales result.

Insights, Strategy and the Idea

We push the video ad to potential customers through social media platform - WeChat innovatively in Year 2017.Since the content of the video is special, lots of users forward it to friends through wechat. More people than we expected received this video. Click on “to learn more” button, people know the hotline number and lots of people called project service center, people also get to know the address of the project, lots of went there to see the property. This successful marketing campaign makes it Shenzhen’s highest selling office property in 2017.