WeChat Marketing Academy


Costa Cruises launches WeChat mini programs - Delivering a better guest experience with WeChat

On 26th September, Costa Cruises held a press conference in Shanghai to announce the release of yet another mini app. Costa Cruises, the world’s largest leisure travel company, is the first cruise brand to release a series of mini programs. Partnering with TMG Worldwide, the brand is now all set to release their third mini app, through which guests can perform all functions, right from reservation to paying for entertainment on board! This mini program also allows guests to browse and book specialty restaurants and many other on-board services through their complimentary intranet service without having to pay for internet services on board.

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Top mini programs on WeChat

Since its introduction, WeChat's 'mini programs' feature has taken the Chinese market by storm. According to Tencent’s quarterly report, income from advertisements on WeChat increased by 61% in the second quarter of 2017 that ended on the 30th of June. With as many as 963 million users recorded in 2017, many brands have adopted mini programs to reach out to potential customers.

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The evolution of WeChat Mini Programs

 On January 9th, 2017, WeChat launched its ‘Mini Programs’ which allow users to use apps without downloading or installing them. These are embedded into WeChat and take up minimal space. This feature, which has the potential to replace the Apple Store and Google Play Store, is giving Apple and Google a run for their money.

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Understanding WeChat Mini-Programs

Launched in early January 2017, WeChat’s “Mini-programs” are conceptually similar to apps that can be used immediately, without the need for downloading anything. With support for e-commerce and WeChat Pay, WeChat mini apps allow purchases, searching for information, and even photo editing. Essentially, they offer an inexpensive additional avenue for customer engagement without having to leave the WeChat ecosystem.

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