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In fact, it was so successful that Airbnb continued to do its “free nights” promotions for major holidays in the years to come, tailoring campaigns to different festivals and cultural phenomenon.For example, this past Halloween, a holiday that the Chinese is beginning to celebrate for fun, Airbnb invited guests to a castle where no one has lived overnight since 1948.In addition to a public account, Airbnb also offered live sharing sessions over We Chat on occasions.For instance, hosts and travelers were invited to share their experiences as well as travel hacks via audio in We Chat groups of up to 500 listeners.Many of these groups continue to be active daily after the sharing session, as it involves a close network of individuals who are passionate about a specific topic.
In fact, to engage consumers on a deeper level, Tesla allows individuals to book test drives through its We Chat public account.Through We Chat, they managed to gain more than 130k followers on We Chat¹ and 2 million guest arrivals from China at Airbnb listings worldwide. Many American companies looking at the Chinese market have been creative in using We Chat — often times even before they establish a local office.In fact, businesses have used We Chat to 1) spread awareness, 2) enhance engagement, 3) drive revenue and 4) provide value-added services for the vast market in China.How Airbnb, Tesla and Durex Monetized 800mm We Chat Users When Airbnb first entered China, it had no name — it literally did not even have a Chinese name.
It had to grow from establishing presence to driving revenue.
As a result, the campaign inspired travelers to consider new destinations and book stays through Airbnb.