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We created a service account for DMCC and migrated the current subscription account to the new service account. With a new WeChat service account, DMCC gained over 500% readership of their published articles. The open rate was as high as 30% (compared to the WeChat industry average of 3%). The user-optimized design enhanced the content viewing experience, which made the DMCC content more readable.
DMCC's WeChat Official Service Account Backend
Oxygen created a Zhihu enterprise account for DMCC to publish articles and Q&As. The Zhihu platform has a high authority on Chinese search engines which makes it possible for content posted on the website to rank well organically.
With 1K+ page views, DMCC's Zhihu enterprise account contributed 50,000+ impressions to the DMCC WeChat service account, along with 8,000+ traffic to the highest performing Q&A page.
In less than 8 months, the DMCC Zhihu enterprise account received almost 40,000 blog reads. Compared to the 61 blog reads from the original WeChat official subscription account, this is almost a 656x increase in Zhihu blog impressions.
DMCC's Zhihu Performance
Chinese users typically aren’t accustomed to submitting contact forms for communication. The common practice in China is for local users to be able to “Add as Friend” on their WeChat accounts for direct engagement with a business’s WeCom.
These communication tools are all within the WeChat ecosystem so messaging is seamlessly integrated between a user's personal WeChat and a business’s WeCom. Customer digital assets and conversation history are all kept within the DMCC WeCom account.
DMCC's WeCom received 450+ new WeChat “friend Requests”.
Registering DMCC's WeCom account
Parllay improved customer retention and sales performance through personalized marketing. 48.7% of new WeChat followers were successfully converted into potential customers. 7.67% of new WeChat followers left their contact information after completing the new follower automated nurturing workflow. Up to 22.5% of followers actively engaged with new content.
With marketing automation, we were able to re-engaged 23.8% of potential customers who clicked “to contact” but did not successfully complete the process. Multi-channel attribution of new followers allowed us to see which channel performed best.
Using Parllay to create lead source attribution QR codes for each unique channel
Every event held by DMCC was simultaneously promoted on Huodongxing for free exposure and registration. At the Shenzhen roadshow event, DMCC decided to spend 10,000 yuan on Huodongxing for SMS marketing. This enabled DMCC to send event text messages to 10,000 target users.
In the end, 270 applications were received, and the conversion rate was as high as 2.7%. The acquisition cost of a B2B single user is 37 yuan. Among them, there were many well-known enterprises and institutions such as Huawei, OPPO, state agencies, and investment institutions.
Many events have been posted on Huodongxing to increase event registration
Head of Marketing - Analytics & Operations, DMCC
DMCC has been such a great client to work with. They trusted in our expertise from day one and we have been able to move leaps and bounds with the content and campaigns we are doing in China. They are definitely one of the few rare examples of an international business doing marketing well in China.
COO, Oxygen
