The mid-autumn festival is also known as the moon festival. It is said the moon is the brightest and roundest on this day which means family reunion. Consequently, this is why the festival is thought to be important in China. Until now, Chinese people still keep the tradition to view the moon on the Mid-autumn festival. ‘Though far apart, we are still able to share the same beauty of the moon.’ WeChat took this opportunity to drive a groundbreaking social campaign for its 1.9 billion users because it exactly matches its brand position: to connect everyone at every critical moment.
Result
Within 12 hours, over 17.3 million WeChat users gathered on the Great Wall from across the world. And the sharing on WeChat created a boost on our social spreading. Moreover, around 1,680,000 participants became a protector of the Great Wall through the experience, contributing to the Great Wall renovation program.