WeChat Pay is a quick and convenient payment feature provided by the WeChat app. This secure, fast and efficient payment service enables users to complete payment quickly through their mobile phones.

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. They often queue up 5 hours or more for remittances to their families during the holidays, so we publish We Remit, a new remitting product which only takes few seconds, it based on the WeChat platform and designed for overseas remittance demand of target users.

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. It 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. As of Feb 2019, 1 out of 3 Filipino help is a We Remit user

2. Overseas transfer of more than 20mill HKD, 80 times growth

3. WeChat Pay adoption by employers grew 163%

4. WeChat Pay growth grew 32% within 6 months of launch