Hong Kong is well-developed in financial sector, where people are accustomed to transactional payments using such as Octopus, bank cards, Apple Pay, etc. WeChat Pay, a mobile payment product from Mainland China, hopes to obtain potential users and build reputation through its first entry into Hong Kong. What's more, Data shows that there is one Filipino maid for every four Hong Kong households. Those Filipino maids left their hometown alone and came to Hong Kong to make money supporting their family. They are great mothers and virtuous wives, but they can't enjoy the most convenient remittance services in Hong Kong like locals. For this reason, we published We Remit, which is a new remitting product based on the WeChat platform and designed for overseas remittance demand of target users (Filipino maids at Hong Kong), providing solutions to the remitting problems for 170,000 Filipino maids.

According to segment the market, to dig the audience demand, we acquired our target audience – 170,000 Filipino maids, who owns huge demand on remittances. From part to mass, we took those Filipino maids as a powerful lever to impact the majority, it can indirectly and efficiently attract more employers' usage using WeChat Pay, which helps the product further penetrate the market. With the result of successful brand entry into Hong Kong market.

Data shows that there is one Filipino maid for every four Hong Kong households. We provide solutions to the remitting problems for 170,000 Filipino maids. We started from there and reached out to the mass market. By being positioned on Mother's Day, real stories of Filipino maids in Hong Kong were used for integrated communications online. Hands-on coaching on We Remit was provided through offline educational activities and spread by leveraging church and key opinion leaders on social platform to win reputation, which stimulated employers to follow.

1. Targeted Filipino maids’ group was reached through offline channels such as church, bank remittance, and leaders of the Filipino maid community. Social media, together with hands on coaching were used to form core users among the Filipino maids within short period of time and the product started to win reputation.

2. Once its reputation develops, more WeChat Pay users were obtained in Hong Kong through penetrated employers of Filipino maids.

3. Positioned on Mother's Day, brand stories focusing on "WeChat Pay Practices Inclusive Finance” were promoted on 6 major video websites. More articles from 7 key opinion leaders generated industrial significance of We Remit products, being widely spread on WAP, APP, and PC.

1. The number of users increased by 50000 from 200 in a single month, covering nearly 1/3 of all Filipino maids.

2. The amount of overseas remittances rose 20-fold to 6.14 million Hong Kong dollars.

3. The number of penetrated employer users increased 73%. And HK users of WeChat Pay increased 12% within half year.

4. Event keywords on WeChat index and Baidu Index increased from 0 to a maximum of more than 60,000.

5. Reported by 12 major video sites and original articles written by 7 key opinion leaders; total number of video views reached more than 15 million.

6. The official account with 20,000 followers garnered 150,000 views on the article.

7. The media effect was valued at $842,500.