Company Overview

Starbucks is an American global coffee company and coffeehouse chain. In China, Starbucks has been around since the late 1990s.


In 2012, Starbucks set out for a marketing campaign on their WeChat account. It took place from August to September of 2012. They utilised WeChat’s emoticons to interact with their followers. Followers were asked to send an emoticon to Starbucks, which will in turn send a track of an album based on the emoticon.


By the end of the campaign, Starbucks totalled 62,000 followers on WeChat and received an average of 22,000 messages per day.