Background

Our client crafts the cutting-edge systems necessary for all sectors of the energy industry to circulate fluids through vessels, pipelines, and wells. With 180 state-of-the-art production facilities and service centers across 40 countries, our client contributes—in no small measure—to not just industry-wide but world-wide energy efficiency and sustainability. ​

Since 2020, this client has trusted us to devise effective WeChat marketing strategies to help them grow and succeed in China’s massively competitive market.​

Challenges + Goals

With over 180 years of history, our client is a transformative pioneer in fluid pumping, agitation, application technologies, and more.​

Despite their innovation, however, their online presence in China lagged on WeChat, the country’s #1 social platform. ​

As such, this client trusted us to optimize and manage their WeChat official account and drive higher engagement from WeChat’s gargantuan userbase.​

This included:​

• Regularly publishing compelling content on their WeChat official account to increase organic followers ​
• Optimizing the user journey so that visitors engage and stay on the content for longer (lower bounce rate)​
• Augment their digital booths to drive engagement at virtual conferences that moved online during the pandemic (O2O)​

Given our client’s unfamiliarity with follower engagement on WeChat and the Chinese market at-large, our key success was increasing followers among native audiences and keeping visitors engaged for longer with better user journeys. ​

Strategy + Execution

To meet the client’s needs and drive engagement in the massive Chinese market, our comprehensive WeChat solution involved:  ​

• Revising existing content—including headings, layout, and brand messaging—and making their WeChat microblog accessible to users just one click away from the account menu ​
• Driving deeper engagement by optimizing all on-page content, from welcome messages and anchor text to CTAs and in-text triggers ​
• Creating a WeChat product e-brochure that allows customers to easily discover product information from a single page​
• Facilitating lead generation at virtual events by implementing QR codes on all customer-facing materials and featuring a captivating CTA to attract visitors to follow their WeChat account​

We are proud to have helped our client overcome their challenges to brand exposure in China and achieve 43% growth in WeChat followers, and we look forward to contributing to their continued success. ​