Monday Motivations by Hai Xiao

WeChat. One app to rule them all.

What is WeChat? WeChat is a Chinese messaging, mapping, gaming, dating, buying, and paying platform. Essentially one single app that replaces Instagram, Facebook, Twitter, Yelp, Banking, Venmo, Tinder, etc.

The monetization of WeChat is absolutely fascinating. With WeChat, users collect QQ coins, transfer money, pay their phone bills, utility bills, and send peer-to-peer payments.

One popular feature is ‘Hongbaos’ or Red Packet. This is based on the Chinese tradition of giving red envelopes at special occasions and festivals. Businesses can use ‘Hongbaos’ to attract followers with a lucky dip system that will let one or many followers win a prize that can be transferred into the user’s WeChat wallet. Followers can even be rewarded for following and sharing posts! Shopping through WeChat’s ‘m-stores’ or micro stores is also very common, as it essentially lets users host their own websites within the WeChat app.

Recently, influencer activations have increased on WeChat, contributing toward the positive branding of companies.

When fully optimized, this network can result in extremely effective engagement opportunities. Where else can a brand build significant e-reputation, widespread visibility, generate numerous leads, interact with consumers, and book appointments all in one place?

Check it out:

Your bathroom can be a lab?!

Cologuard is an easy-to-use, noninvasive colon cancer screening test that users can use in the privacy of their own home. It identifies altered DNA and/or blood in stools, which are associated with the possibility of colon cancer or precancer. Since the first ad debuted in 2016, Cologuard awareness grew and revenue soared. From 2015 to 2016, revenue increased by 135% from $39 million to $99 million. In 2017, revenue grew by 168% to $266 million, and then again in 2018 to $454.5 million. More than 934,000 tests have been taken and the number is still growing!

How is Cologuard able to do so well? The growth is directly attributable to the unique and relatable commercials for the brand. Influencer activations with Jerry Kelly, a professional golfer, also appeal to relevant audiences. And the easy at-home experience highlights their product differentiation.

Check it out:

by Hai Xiao
VP, Medical Director

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