Ubisoft · WeChat Official Account
Ubisoft already had a large fan base in China, but still needed to define its target audiences and find an effective way to talk to them.
Objective
Understand fans in greater depth — who they are, what they care about and what they are willing to spend — and lift the quality of engagement with Chinese users.
Challenge
Ubisoft already had a large fan base in China, but still needed to define its target audiences and find an effective way to talk to them.
Solution
- Persona workshop: build a deeper understanding of target audiences.
- WeChat content: produce multiple articles each week and push them to different segments using strategic tags.
- Social CRM: establish a global tagging standard and segment users by China-specific marketing content and business dimensions.
Our work
Our scope covered day-to-day management of the WeChat Official Account, 20 original articles every month and SCRM knowledge-sharing workshops.
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