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USMEF Grows Its WeChat Audience With a China-Focused Digital Strategy

How WPIC helped the U.S. Meat Export Federation build a locally relevant digital presence and grow its WeChat following by 345% in less than 2 months.

Industry

Key Deliverables

USMEF case study

About USMEF

The U.S. Meat Export Federation (USMEF) is a non-profit trade association that develops international markets for U.S. beef, pork and lamb.

USMEF partnered with WPIC to strengthen its digital presence in China and engage consumers through locally relevant channels.

Reaching Consumers in China’s Digital Ecosystem

USMEF needed a digital presence designed around how consumers in China actually discovered, engaged with and shared content.

A conventional Western website and social strategy would not translate directly. The organisation needed a fast, bilingual website that could work alongside WeChat and support more interactive consumer engagement.

Building a Website Around WeChat

WPIC designed and developed a bilingual, mobile-responsive website tailored to USMEF’s target audiences in China.

The site was built to work closely with USMEF’s WeChat presence, including functionality that allowed moderated user comments from WeChat to appear on the Chinese-language website.

This created a closer connection between USMEF’s owned website and its social activity, rather than treating the two as separate channels.

Turning Engagement Into Participation

WPIC also developed interactive campaigns designed to encourage participation and grow the WeChat audience.

Custom games allowed users to compete, vote for friends and support participating restaurants. Winners received unique QR codes that could be redeemed in person for vouchers and offers.

The redemption system was built to verify each QR code and prevent repeat use, linking digital engagement with offline dining experiences.

The Results

USMEF grew its WeChat following by 345% in less than 2 months.

The campaign also connected that growing social audience with USMEF’s bilingual website, giving the organisation a stronger foundation for future digital campaigns and audience engagement in China.

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