The Star is the world-class casino and entertainment group, however the challenge is The Star’s gaming content is not allowed to be promoted on the WeChat platform. Given this hurdle, Etcom worked closely with The Star team to develop a tone of voice specifically for the WeChat audience, to position the Star as a one-stop destination that offers sophisticated dining and entertainment experiences.

Etcom as a leading cultural expert with in-house content creators who understand the nuances around WeChat. This enables us to ensure content is developed specifically for the audience to achieve the best WeChat account performance. Etcom community manages The Star WeChat account, creating engaging and relevant content for the audience, while driving viewership and new followers to the account, which has successfully increased brand awareness among the Chinese audience and multiplied followers of The Star WeChat account.

Campaign Details

Client The Star Entertainment Group
Media WeChat
Work WeChat content strategy, bespoke content creation, WeChat community management, WeChat Moment Ad
Communities/Languages Chinese