«To know one's steps is to master the Way.
Yet, Cookies shall light the road. Please, decide which marks shall remain.»
What we did:
Case study Dr. Web
Dr.Web is one of the most well-known developers of antivirus software. For over 20 years, the company has protected the data of private and corporate clients in Russia and abroad.
Dr.Web had previously worked actively with the Chinese audience: they communicated in Chinese, managed an official WeChat account, and had built a subscriber base.
BACKGROUND
The company lost access to its previous WeChat account. Attempts to recover it were unsuccessful, meaning the existing subscribers and all content became inaccessible.
Essentially, they had to start over: building a communication channel with Chinese users from scratch, but without any advertising budget. The objective was to restore the brand’s presence in the Chinese market and rekindle audience interest.
OBJECTIVES
- Re-establish a presence in the Chinese media space after losing the previous account.
- Restore communication with current and potential clients.
- Increase brand awareness and stimulate sales in the Chinese market.
- Achieve organic subscriber growth without investing in advertising.
- Build a loyal audience through regular content and support in Chinese.
Official account homepage, article example, auto-reply, and menu.
WHAT WE DID:
1. Infrastructure:
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Registered and verified a new official WeChat account using the client’s legal entity.
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Configured the menu, auto-reply, and welcome message.
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Created a company group chat for prompt interaction with clients.
2. Content adaptation:
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Developed a detailed content plan.
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Translated materials into Chinese, with mandatory editorial review by native speakers.
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Published 4 articles per month in a visually appealing and localized format.
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Launched a series of posts timed to coincide with Chinese holidays to boost engagement and ensure cultural relevance.
CHALLENGES AND SOLUTIONS
- Loss of the old account
Solution: Completely rebuilt the presence structure and started communication from scratch, restoring trust through the new account’s visual and semantic consistency with the brand style. - Promotion without an advertising budget
Solution: Focused on comprehensive adaptation, regular publishing, and built-in WeChat mechanics, including automatic notifications and holiday-themed promotions.
RESULTS
- 370+ subscribers gained without any advertising investment—purely through the client’s internal channels.
- Regular communication with users in Chinese via articles, auto-replies, and the group chat.
- Positive trend in post open and read rates.
- Re-established connection with the local audience and a feedback channel.
- Increased loyalty among existing clients.
INSIGHTS
A second entry into the Chinese market requires sensitive reputation management and close attention to the local audience.
Even without an advertising budget, effective communication can be built by relying on expert localization and cultural features.
We recommend developing engagement with WeChat subscribers through personal messages, adding antivirus application case studies in China, and launching mini-campaigns focused on seasonal needs (e.g., security during travel or study abroad).
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