WuCha Auckland focuses on the famous Chinese beverage, bubble tea. In 2018, the first WuCha store opened in Auckland, and quickly expanded their business due to the drink’s popularity. Currently, 9 branch stores reside in Auckland. At the introduction stage of the company, WuCha connected with Prizm to target their desired demographic of local Chinese New Zealanders aged 18-35.
To connect to this demographic, WeChat advertisements were the ideal method as it is a cost-efficient tool and could easily reach the desired demographic. The content formed explicitly focused on the younger generation as sales trend depicted that they are one of the largest consumers of the product. To do so, H5 games were invented throughout the year accordingly to the different seasons and period. For instance, during Valentine’s Day and Chinese New Year, H5 games were a theme to these topics with the objective to earn the highest score in exchange for a prize as for example ‘buy one, get one free’ coupons.
The constant development of the unique games, within the WeChat, supplied WuCha with numerous benefits. As an illustration, the games gave vouchers to users with the highest scores this in turn, improves sales conversion greatly while encourages other users to participate in the game next time. Apart from this, this one-year operation accumulated upwards of 5000 followers on WuCha’s social media accounts, which is significant as the target demographic is small-scaled.