Hongbao Campaign Recipe: A Step-by-Step Guide
With Chinese New Year around the corner, there’s still time to embrace one of WeChat’s most cherished traditions: hongbao (red packets).
Sending money is one thing, but branded hongbaos also offer a unique way to spark engagement, enhance your brand visibility, and delight your audience.
A well-executed hongbao campaign can be both fun and budget-friendly. Remember, you provide only the WeChat hongbao covers, but it’s up to the users to fill them with money! 😉
Today, we’ll share a step-by-step recipe to help you create an unforgettable hongbao campaign.
Ready?
Let's get cooking!
1. Log in to your Official Account backend.
Scroll down to find "New Features", click Weixin Red Packet Covers and follow the instructions
2. Enable the WeChat Hongbao covers feature.
3. Visit the WeChat Red Packet platform to register a sub-account.
4. Download the template from the official Red Packet page.
5. Design an eye-catching cover that reflects your brand identity and aligns with the festive Chinese New Year atmosphere.
Design Requirements:
Format: PNG, JPG, JPEG
Dimensions: 957 x 1278 px
Size: ≤ 500 KB
*If you want to include your logo, you may need to submit your trademark registration (商标注册证).
Version for Advanced: Leverage the cover story option for users to swipe down and discover a short video. More recipe notes below.
This is a hongbao design including
additional video story
6. Customize the cover image for optimal presentation in the red envelope bubble and sending page.
You will have to crop the preview of the hongbao from the design, keep that in mind
7. Submit your cover for review — approval can take up to one business day. Try to submit your design in advance to save some time for potential updates and delays just before the holiday.
8. Select how many covers to offer. The fee is 1 RMB per cover, with a minimum of 100 covers. The unused cover fee will be refunded to you.
Your 🧧 is ready!
Now, it’s time to make sure it reaches the right hands and creates the festive buzz you’re aiming for!
You want your loved ones, clients and business partners to have a taste of your beautiful hongbao, right? It's time to share it far and wide.
There are several ways to distribute your hongbao covers:
Embed them in an article like big brands do. You can do it in your WeChat article backend.
Tie them to a WeChat Channels video or livestream.
Generate a QR code to share (least visually attractive)
It's important to encourage your team and network to send hongbao using your cover to amplify its reach.
Finally, why don't you share the story behind your red packet cover? Such as insights about your brand, the inspiration behind the design, and more festive greetings!
🗝️ Personalization Is Key: Match your cover design to your audience’s preferences or product offerings. For example, luxury brands may choose minimalist designs, while playful brands can use vibrant ones.
⏰ Timing Matters: Launch early to capture New Year excitement and stand out.
🔈Promote Widely: Use your WeChat official account, Moments ads, and other social platforms for maximum reach.
A hongbao campaign is more than just red packets — it’s a chance to forge meaningful connections with your audience while enhancing your brand. Follow this recipe to create a campaign as unforgettable as a festive New Year feast.
