Why is this work relevant for Media?

In China, people use WeChat platform to communicate, spending at least two hours a day. To launch a social gamified campaign on our own media platform was probably a best way to go. By leveraging WeChat, we create a social game called SHOW MY WORK, where people can created their own animated home-office snapshots and shared in Wechat Moment. The game offered users an opportunity to share feelings of staying at home with friends online. Each picture they shared automatically carried the QR code of Tencent VooV Meeting. Therefore, it helped bring the app into people’s work through social media.

Background

To meet people’s need, Tencent launched VooV Meeting during the pandemic when people worked remotely from home. As a late comer starting from scratch, VooV Meeting needed to seize market share as soon as possible despite Zoom’s dominance and its wide adoption on PCs.

Describe the creative idea / insights (30% of vote)

As Zoom already dominated the market with overwhelming popularity among PC users, Tencent VooV Meeting faced a formidable task of how to become widely known and achieve user growth. We decided to take a different approach this time, to respond to the stay-at-home life that almost drove people crazy. By starting off a “wild” social game "Show My Work" for people to unwind，Tencent VooV Meeting made its strong start.

Describe the strategy (20% of vote)

Tencent VooV Meeting decided to foray directly into the battlefield of mobile users instead of PCs where the market is mostly dominated by ZOOM. In China, people use WeChat to communicate, spending at least two hours a day. To launch a social gamified campaign on our own platform was probably a best way to go. By leveraging WeChat, we create a social game called SHOW MY WORK, where people can created their own animated home-office snapshots. It offered them an opportunity to express feelings of staying at home. Meanwhile, it helped bring the app into people’s work through social circles.

Describe the execution (20% of vote)

Mobile phones adapt better to the diversified work-from-home settings. In our social Collage game, users could mix and match 104 props for 5 scenes (Bedroom, Bathroom, Kitchen, Living Room and Study) to showcase their crazy home-office setup, and posted it on WeChat Moments. Each picture they shared automatically carried the QR code of Tencent VooV Meeting. While laughing at the picture, their friends could also click and call in to join colleagues using Tencent VooV Meeting on the phone. No matter they were in living room, or even in bed, the APP helped keep work efficient.

List the results (30% of vote)

1. Over a million users joining in just a day, with 240 seconds per average engagement and 41% share rate at peak. 2. The downloads of Tencent VooV Meeting rocketed to 9 million and exceeded that of Zoom by nearly two times in March in China.

Please tell us about the social behaviour that inspired the work

COVID came and had us grounded, but work needed to carry on. Since we all went nuts locked up at home, guessing a game on social media would be a great way to add more fun to people's work-from-home lives. Therelfore Tencent VooV Meeting presented a“wild” game where people can created their own animated home-office snapshots. It offered users an opportunity to express and share feelings of stay-at-home life with their friends. Meanwhile, it helped bring the app into people’s work through social circles.