If it’s awareness you want, avoid the rush hour

brand awareness su wechat
21 May 2019

Brand awareness is one of the most important objectives behind an advertising campaign on WeChat. Others may be the increase of your follower base or driving traffic in physical stores.

But if you focus on brand awareness, choosing the right format and content is crucial. Even more important is selecting the best time of the year to launch the campaign.

When launching a campaign on WeChat, brands are motivated by different objectives. Some businesses look to increase their follower base, some to drive targeted WeChat users to their physical stores, while others aim to increase their brand awareness.

When the latter of the three is your objective, it becomes crucial to select the right format, and to make use of the right brand assets. Even more, it’s fundamental to choose the right period of the year in which to launch your campaign.

The Advertising Rush Hour

Common knowledge might make you think that best time of the year to put your brand in the stage light is during the main festivities. In fact, in the last years we have seen a drastic increase in campaigns during traditional chinese holidays such as Chinese New Year, or new ones like Single’s Day (11-11). Furthermore, we see a lower than average number of campaigns during the month preceding and following such festivities, as limited budgets and advertising efforts are focused solely on such periods.

But if it’s brand awareness you want, then the data we have gathered in the past years might surprise you. What is clear to us is that when looking to maximise the reach of your brand and increase its awareness in China, then the best strategy is to avoid what we call the “advertising rush hour”.

The Data

Comparing the holiday weeks with the month both preceding and following the Spring Festival helps explain. Let’s look at some numbers. To start, during this year’s CNY, we saw an increase in WeChat campaigns of about 80%.

Those campaigns carried out during CNY registered higher costs: the average CPM (cost per 1000 impressions) for Moments campaigns measured 9,72€, while the CPM measured just 7,56€, a 22% decrease, in the period we compared.

Furthermore, notwithstanding a higher cost, each euro spent during the holiday weeks returned on average 116 impressions. It brought over 222 impressions in the other period.


The conclusion is obvious: if it’s awareness you want, then avoid the “advertising rush hour”. To maximise your investments and obtain the greatest number of impressions take into consideration other periods. Thanks to lower competition for users’ attention the return can’t but be greater.

With this though, there are two very important factors to keep in mind. First and foremost, content remains king: high quality content, with an engaging call to action is fundamental to make the most of your campaign. Next, it’s still extremely important to be there during the festivities, to demonstrate that your brand is attached to and celebrates Chinese traditions.

Just imagine a Christmas without a Coca Cola ad…


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