China's Super App Meituan Maoyan Entertainment User Growth Project
“Movie Stars Give Away Coupons” and “Prepay $1 Get $5 Coupon” achieved over 7 million visits.
Service
User Acquisition and Risk Control
Release date
Jan 28, 2019
Client
Meituan Group Maoyan Entertainment
Location
Beijing, China
Problem
Pre-release marketing needed to reach audiences at scale and turn attention into pre-sale conversions inside WeChat. Traditional “bargain” style attracted low-quality traffic, which hurt conversion quality. We needed a growth engine that combined content exposure, social sharing, precise recall, and risk control, all measurable end to end.
Solution
Built an integrated WeChat growth loop combining content exposure and conversion:
Acquired seed users through high-traffic mini program placements, encouraged viral sharing with low-friction incentives, and embedded movie trailers on the Red Packet page to turn clicks into intent.
Automated recall through WeChat service notifications and implemented layered risk control to ensure healthy growth.
My Role and Contributions
As the product manager for user growth, I defined the growth model, wrote PRDs, owned risk strategies, and partnered with data and engineering to instrument measurement. I also designed the admin console that configures products, page elements, doubling rules, coupon rules, and share QR codes so operations could iterate quickly.
Achievements
Reach at scale: Total media exposure reached about 118 million impressions across mini-program placements, WeChat ecosystem, and new media.
Content lift: On the Red Packet page, 27.65% of participants clicked the trailer, giving direct exposure to the film while building purchase intent.
Funnel efficiency: Resource entries to successful initiations about 4.24%. Initiation to successful assistance about 82.57%. Assistance to new initiations about 15%.
“Prepay $1 Get $5 Coupon” Net profit: After coupon redemptions and user payments, the project generated around RMB 43,000 in net income in the sample period.
My Core Strength
The ability to own a complex project end to end, from user insight to growth design, data tracking, and delivery.
How I do this project
1. Built multi-channel reach
I integrated exposure across WeChat’s mini programs, official accounts, and Maoyan’s own media. Using homepage banners, pop-ups, and service notifications, we reached 118 million impressions. Before release, I designed personalised recall messages to bring users back for pre-sale purchase.
2. Embedded content-driven engagement
I replaced traditional sales messaging with celebrity-led interactions. Users received a Red Packet directly from movie stars, which made participation fun and personal. On the same page, I embedded the movie trailer: 27.65% of users clicked to watch it, turning marketing exposure into real movie interest.
3. Designed viral growth mechanics
I created a three-stage viral model:
Media resources acquired seed users.
Seed users shared to generate the first wave of participants.
Incentives motivated users to invite the next wave, doubling rewards every five participants.
This self-reinforcing loop created sustainable, organic growth.
4. Balanced growth with quality and compliance
To avoid fake traffic and scalpers, I implemented layered risk control, set sharing limits, and added behaviour filters to ensure real user participation.
5. Measured and optimised with data
I worked with data teams to define conversion funnels, from impressions to voucher redemption, and monitored real-time performance through dashboards and daily reports, guiding continuous optimisation.
Despite strict IPO restrictions and limited budget, she delivered exceptional results and earned the top performance rating in our product team.
Ms. Yang, Senior Product Manager at Meituan Maoyan Entertainment
