Wechat: Kitchens specialist FRANKE chooses KRDS Shanghai as its agency on record

May 22, 2017

FRANKE, the world leader in comprehensive systems for domestic kitchens and for professional applications in food service that promises to bring confidence, convenience and comfort into people’s lives through innovation and quality service. Headquartered in Aarburg, Switzerland, the Group employs around 9’000 people at 68 subsidiaries on 4 continents, and exports to over 100 countries. Having made a decision to enter social media to reach out to their followers better, they had their official WeChat account launched in 2015.

 

WeChat being one of the frontrunner in China’s social media environment and a platform service where brands create a unique relationship with followers, content has to echo users’ daily concerns and bring value to them.

 

This is why FRANKE chose KRDS Shanghai as its social media agency on record for the year 2017-2018.

 

FRANKE appreciated the high quality of the proposal which reflected KRDS Shanghai’s deep knowledge of chinese netizen habits, its ability to react rapidly and make sure the brand stays on top of social media trends.

 

“We felt very confident when we met KRDS team, we trust their expertise and we value the fact that they listen to us. We feel we are a priority for them” – Pansy ZHANG, Marketing Director, Franke China

 

Aurélien FERRIE, General Manager Greater China at KRDS added “We are very proud of welcoming FRANKE as a new client. Being in charge of their social media and digital strategy and its execution, is great responsibility and one more opportunity for us to keep demonstrating our expertise and the value of our proposition“

 

Besides being a social agency, KRDS Shanghai is also capable of producing designs matching FRANKE’s Swiss premium brand standards thanks to its award-winning studio. These designs will include animations such as gifs, cinemagraphs aimed at increasing engagement among the brand’s followers.

 

Incorporated in 2013, KRDS Shanghai, the social and mobile agency has been ideating and producing digital content and social media campaigns, on Weibo and WeChat, for many local and international clients, to name few Club Med, Louis Vuitton, Air France, BNP Paribas, Biotherm and the French International Soccer Team.

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How brands can leverage WeChat Index to measure their popularity on WeChat ?

May 17, 2017

Apart from brands having their own official WeChat accounts (which provides them with direct feedback from their consumers), the application has recently released a new feature called “WeChat Index” (微信指数) – to access this tool, simply type the previous Chinese keywords in the WeChat search bar.

 

WeChat Index is a trend projector showing the popularity of a brand upon searching the relevant keywords on the tool. The tool enables the brand to identify and understand their performance, once entering the keyword on to the tool the number of times the keyword mentioned in any of the articles within the app for the last 7, 30 or 90 days hits the screen in a trend graph.

 

The service is based out to be on big data analysis and mobile indexing, where it understands user behaviour patterns and other data aspects and characteristics to project the brand’s popularity and performance among the 898 million WeChat users in turn helping the brand to build and evolve with real time feedback from its consumers.

 

With WeChat Index as a listening tool, the app also had various ways of marketing for brand such as content promotion through articles on product reviews and information, advertising via moments and account ads. Linking the brand’s online website portal to their official account along with strategic partnership emphasizing the use of WeChat wallet are other ways of marketing on WeChat.

 

WeChat is much more just another instant messaging app, it has replaced the wallet for users in China. With the recent report by Tencent projecting 93% adoption rate to using WeChat Pay (in cities) majority of them reasoning it as to not carrying cash at the time of purchase. Addressing the change in consumer behaviour, WeChat enables their users to book hotels and restaurants, buy movie tickets and handle all viable transactions through the app. A clear shift or transition towards a cashless society is being welcomed by the country.

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