Cognac brand Rémy Martin uses WeChat for China push

20/04/2015

Rémy Martin has partnered with the Chinese social media giant WeChat on its first advertising initiative.

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On March 30 and 31, Rémy Martin became the first Spirits brand selected to advertise on the WeChat platform, amongst other global prestigious brands. Rémy Martin is thrilled to have quintupled its WeChat followers in only two days.

“To be selected by WeChat is surely an all-time opportunity, but also an honor” explains Augustin Depardon, Executive Brand Director at Rémy Martin. “We wanted to communicate our values, and also exchange with Chinese people on inspiring matters such as savoir-faire,
respect for heritage, and gastronomy. The campaign results were outstanding, as we quintupled the number of passionate followers” he added. Active on WeChat since early 2014, Rémy Martin wishes to continue its partnership and explore its communication possibilities.

The WeChat campaign focuses on Art de Vivre, a key brand value of Rémy Martin. “With a clever integration game, we were able to recommend personalized contents and product suggestions” explains Kenny Guo, Digital Manager at Rémy Martin China. “We wanted to build a suitable communication platform within the WeChat context, as respecting the users is essential to us” explains Kenny Guo.

WeChat has more than 1.12 billion accounts and 500 million users. With 55% of the users accessing the app more than 10 times per day, WeChat has become an influential daily companion of China’s population.

The social media platform recently launched an advertising testing program in the Moments section of the app, where only selected brands were able to participate.

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