Organize content around member value
Use member-exclusive content and benefits, with WeChat content and entry points, to explain what the member center offers and why membership matters.
CUSTOMER STORY / MEMBERSHIP ENGAGEMENT
Connecting content, engagement
and member development.
Connect member value, participation pathways and ongoing interaction around a member center, supporting the journey from WeChat engagement to membership operations.
ClientSchneider Electric
ScopeMember engagement · Content planning · Customer journeys
Project focusMember value and sustained participation
Historical project work showing content and interaction formats used at the time.
01 / CONTEXT
Help members understand the value
and give them reasons to return.
A member center needs to communicate the value of membership, reduce the complexity of first participation and sustain engagement through relevant content and interactions.
The Schneider Electric projects connected the official WeChat account with the member center, exploring the journey from follower engagement to membership operations.
02 / OUR WORK
Make member value tangible
at each point of participation.
Build profiles progressively
Reduce the amount of information required at first participation, then collect relevant information at appropriate stages as engagement develops.
Combine learning and interaction
Use tasks, character customization and sharing to give users reasons to continue participating.
03 / PROJECT EXPRESSION
Content, identity and interaction
shape the member experience together.
The project materials show formats including the “Da Shi Xiong Treasure Hunt,” photo sharing, capsule machines and IP character customization, connecting content, member identity and participation mechanics.
From the initial explanation of membership value to content and tasks during participation, the work addresses why users join, how they start and how they keep engaging.
Understand member value→Complete the first interaction→Continue learning and engaging→Share and return
04 / TAKEAWAY
Clarify the reason to participate,
then choose the interaction format.
Member programs need to consider participation value, practical steps and subsequent content together. Start by defining why users would join, how they take the first step and what they can gain afterwards, then select suitable interaction formats.
Marketing teams can use three questions to assess a member activity: Is the value clear? Is participation straightforward? Is there a reason to return?
RELATED SOLUTIONS
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help change?
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