Chaspark
Chaspark, a Huawei company, is a world-class academic exchange platform for STEM talent. To compete against more well-established players in the field, the company sought to grow brand influence, reach new customers and strengthen its reputation.
We. rolled out a dual-platform strategy on Chinese social media platform WeChat. Chaspark released technical content targeted at domain experts, scholars, and researchers from academia and industry while simultaneously posting original, highly readable, attractively designed content on a self-media account to resonate with broader audiences. Research pieces alternated with short-form videos to optimize interest and social engagement.
Chaspark saw strong growth in awareness as a learning community for STEM talent development, as well as traffic to Chaspark.com. We.’s campaign also increased the company’s organic followers on WeChat by more than 60% in one year, delivering 20K and 15K new fans respectively. One article notched over 40K reads, while the most-watched video reached over 50K.
