Background

Situation: As China’s first Internet-based bank without a physical store, WeBank boasts a certain brand awareness. However, there still exists a certain distance between its users. User attention is also limited and brand engagement is difficult. Brief: WeBank hopes to refresh bank’s arrogant image and shape a “warm and inclusive” brand image just like partners of its users. Objectives: Combining its 5th anniversary with a positive and energetic expression, WeBank turned its 5th anniversary celebration into a communication incident that users can be involved in and participate in brand co-creation. In the meantime, it can form a visual icon, enhance brand’s role in communication and make user experience and identification easier.

Describe the strategy

Since equality and inclusiveness are the mission and future direction of WeBank, the campaign targeted every individual of different genders, ages and status in society. WeBank dedicates to provide the public with easy, convenient financial services in a respectable manner. It aims to help micro and small enterprises obtain finance support in an easy, fast and equal way, to solve their capital difficulties and help them achieve better growth. To cover these consumer groups, WeBank’s prints and TVC included casts of different ages, occupations and scenarios, for example, senior people, children and even pets, expressing that WeBank would always center on users’ life demands. In the meantime, WeBank also cooperated with Kuaishou and Weibo, which have oceans of users and good user penetration, to invite users to share their beautiful life experiences on these two platforms.

Describe the execution

WeBank produced a series of prints and TVC to cover multiple target audiences with a comprehensive use of online and offline media channels. Advertising placement was released on social media (September 5 -19, 2019), including apps of Tencent Group, video platforms, OTT and We-Chat public accounts. On interactive, social and video platforms such as Sina Weibo, we launched stickers and memes to engage audiences and create a strong association between brand and “Better”. Offline advertising lighting boxes at bus stations in dense population areas (September 5 - 26, 2019) were complements to our communication.

List the results

Our 15-day online campaign achieved over 409,000,000 media exposures, realizing an in-depth campaigning for brand. On Sina Weibo, the topic “Hi Five for a Better Life” engaged celebrities and netizens to express their understandings on what’s a better life, making the topic one of the TOP3 trending topics with over 62,000 discussions and 24,074,993 advertising online traffic (as of September 20, 2019). On short video platform Kuaishou, the video challenge competition received 78,000 works from netizens. The video play on the tag page reached 21,000,000 (as of September 19, 2019). Audiences used WeBank memes to record and share beautiful moments in their life, realizing brand and user content co-creation.