Gallery: WeChat Ads

This is an ad we created for Bar Codes Talk, an American company that assists international businesses purchase barcodes more easily. It appeared on WeChat, China’s most popular social messaging app.

From when we launched the ad in the beginning of November until the end of February 2026, this specific ad helped the company’s Official Account gain 17,837 new followers.

This ad was part of an ongoing partnership we’ve had with Bar Codes Talk since 2012.

What did we do?

Campaign planning: For Bar Codes Talk, we manage all Chinese marketing and customer support almost entirely autonomously. We planned the WeChat campaign and specific ads first using our knowledge of customers and successful Baidu ads.

Writing

The words are selected based on our experience with the campaign and Baidu ads.

Design

We created the 1280×720 image.

Variant testing:

We also tested 3 variations of the ad, along with testing them in different positions.

What Does This Post Teach Us About Marketing on Chinese Social Media?

Positioning as experts selling a valuable product

The ad positions Bar Codes Talk as “UPC Barcode Professionals” using the biggest, most noticeable words on the ad, but also highlights product benefits.

A key reason we don’t focus on the product exclusively is because we are not trying to persuade users to buy right now. Bar Code buyers are repeat buyers, but they sometimes run into problems with other suppliers.

This ad basically helps them realize that Bar Codes Talk are real pros and are able to resolve various problems they might have, which persuade them to follow us. If they follow, Bar Codes Talk will become top of mind for them for when they do need bar codes again.

Have valuable content on the WeChat account

An ad can’t be viewed separate from the landing page it directs users to. Making sure to publish content on the account that users find interesting to convince them that the company was worth following or contacting.

Looking at the titles of some of their most popular posts, we can see that Bar Codes Talk didn’t achieve this by merely discussing their own product but also any news that affects their target audience or information they may find helpful.

• Amazon Restricts “Temporary Supply”: SKUs Must Be Bound to Long-Term Traceable Barcode Sources
• 2026 Barcode Compliance Upgrade: Three High-Risk Barcode Types to Avoid—Choose the Right One for Peace of Mind
• Amazon ASIN Lookup Guide: Essential Tips for Sellers (2026)
• Platform Tolerance Drops Sharply: The Top 3 Barcode Types Most Likely to Trigger Risk Controls in 2026
• What Is a UPC Barcode? A Simple Guide to the “Universal Product Code

As not every user will want to read on their phones, Bar Codes Talk’s addition of videos alongside written content was the right move. 

Resubmit ads to get the right words accepted

One of the first editions of the ad was rejected for having “亚马逊” (Amazon’s Chinese name) on it. 

We didn’t want to give up though, so we created new variants, discovering an accepted variant: “亚马逊验证” (Amazon-verified).