H&S: Wechat moment Campaign

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The first FMCG ads on Wechat, got 244 millions impression as historical high, viral contents became a social hot topic within hours after launch. 

WeChat is China’s largest, fully-mobile, social media platform.

It has nearly 600 million members, most of them millenials.

Until recently, there was no branded advertising allowed on WeChat aside from branded channels, much like Facebook Fan Pages.

In Feb 2015, WeChat launched their new sharable advertising offering. They held a competition amongst brands in China to the first to create branded social content.

Our idea for Head & Shoulders was selected and produced in March 2015.

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