KRDS Shanghai & BNP Paribas Hunt for a New Brand Ambassador in Shanghai

Published on 27 Sep '16

BNP Paribas is one of the best-positioned international financial institutions with an uninterrupted presence in Asia Pacific since 1860. On the occasion of its launch on WeChat, BNP Paribas wanted to communicate its digital presence in an effective way to its audience with an innovative campaign. BNP Paribas then roped in Social & Mobile Agency KRDS Shanghai known for its prominent WeChat expertise to recruit BNP Paribas followers on WeChat.

Thus, the internal campaign ‘BNP Paribas Brand Ambassador’ was launched by KRDS Shanghai and BNP Paribas on WeChat on August 16 – August 25 2016.

The campaign strategy included recruiting new members using a unique QR code assigned to each employee. Following this, the employee was encouraged to share their unique code with BNP Paribas stakeholders (clients and partners) so they can scan the code to follow BNP Paribas on WeChat.

The focus was to build a relevant and rich community on the WeChat account and this was possible through the external connections of BNP Paribas employees.

The campaign was launched successfully on August 16th and hit over 3 times the target followers within 3 days of the campaign.

Maggie MA, Head of Brand & Communications, China at BNP Paribas commented:

“We are very pleased to see the big success of our very first digital campaign on WeChat. Appreciate KRDS for their expertise and flexibilities in responding to our requests. We look forward to continuing the cooperation as we gradually build up the BNP Paribas presence in the digital marketplace.”

Aurelien Ferrie, General Manager, Greater China at KRDS Shanghai added:

We are very proud to welcome BNP Paribas as a new client and genuinely appreciate their trust in our WeChat expertise. At KRDS, we strongly believe brands should leverage all their assets to build a successful WeChat strategy and campaign. Staff is one of the most powerful resources as they best represent the brand in front of clients and partners and so we deemed it important for them to be included in this WeChat strategy. We are glad BNP Paribas believes the same.

KRDS Shanghai also bagged a Community Management contract with BNP Paribas for a period of 1 year and upcoming social media and digital campaigns.