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WeChat Mini Program: Innovative WeChat Campaigns that go viral in China

Updated: Mar 31, 2023

WeChat Mini Program: Innovative WeChat Campaigns that go viral in China

Starbucks - “用星说” (Say it with Starbucks)

Starbucks and Tencent's "Say it with Starbucks" social gifting feature, launched on WeChat, has enabled users to send Starbucks beverages or digital gift cards to friends and family, resulting in deeper human connections and everyday acts of kindness. This innovative online-to-offline social gifting campaign is the first of its kind in China and has helped Starbucks to elevate the unique Starbucks experience beyond its retail stores in China. The feature has been successful in fostering gratitude and love and has generated tens of thousands of gestures of love, gratitude, and care in just a short period. The campaign has also increased Starbucks' brand awareness and engagement on social media and has demonstrated the significance of Starbucks and Tencent's strategic partnership.

Burberry - Virtual Store on WeChat

Burberry and Tencent have collaborated to produce a custom mini program on WeChat, which allows shoppers to book themed fitting rooms, pre-select clothes and make appointments with stylists and other services. The app also has a rewards system that offers social currency to unlock custom content, such as new characters and outfits for the animal avatar and exclusive dishes on the cafe menu. The social retail store in Shenzhen merges the physical and social worlds, providing a seamless journey for customers' online and in-store life, augmented by technology. The store has increased engagement and interaction between customers and the brand, and the interactive window display captures the movement of people as they interact with it, which users can capture and share with their phones. The store has successfully blended the digital and physical realms, providing an exciting new concept that enhances the customer experience.>>>link: Burberry records big WeChat win in China, as luxe brand boosts sales thanks to high-end advertising rethink | South China Morning Post (

Prada - Wet Market Pop-Up

Prada's "wet market" campaign on WeChat utilized a custom mini program to direct users to the pop-up store and increase engagement with the brand. The campaign successfully transformed a traditional Chinese wet market into a Prada-themed pop-up store, attracting over 10,000 visitors in just one week. The mini program played an integral role in the success of the campaign by providing a seamless user experience and increasing Prada's brand awareness and engagement on social media. The success of this campaign highlights the importance of creating unique physical spaces and immersive experiences for consumers, as well as utilizing custom mini-programs to enhance the customer journey.

With the ability to increase brand awareness, improve customer engagement, and provide a seamless user experience, WeChat mini-programs offer a unique opportunity to enhance your digital marketing strategy. Whether you are looking to promote products, offer rewards, or provide a platform for social sharing, mini-programs can help you achieve your goals. We encourage you to visit our pages to learn more about the benefits of WeChat mini-programs and how they can help your business grow.


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