Qingxi Home H5 Game Design and WeChat Promotion Campaign Planning

The Qingxi Daojia H5 game and WeChat promotion campaign were planned and executed by Shinerway Branding (Shenzhen). Qingxi Daojia is committed to building a premium direct-operated in-home service platform, and air-conditioner cleaning with refrigerant refill was one of its key promoted services, requiring online campaigns to reach target households and drive orders.

Interactive marketing within the WeChat ecosystem must balance fun and shareability: attracting users with a low-barrier game while amplifying reach through social fission. Based on its understanding of the client business and WeChat communication patterns, Shinerway undertook the overall planning of the H5 game and the promotion campaign.

In-home services are low-frequency, essential purchases with long decision chains and high acquisition costs, so traditional hard-sell advertising converts poorly. The client needed to reach potential users within WeChat at lower cost and convert campaign traffic into real orders.

Meanwhile, the buzz of a one-off campaign fades quickly. Designing a sustainable fission mechanism that motivates users to share and invite friends—achieving a second wave of virality—was the core challenge of this planning project.

Shinerway built the campaign around gamified interaction plus social fission, with four core designs:

1. Theme leverage: adopting the internationally popular "Ice Bucket Challenge" theme, naturally aligned with the air-conditioner cleaning and refrigerant refill promotion, reinforcing service association through a cooling topic;

2. Points mechanism: users earn points by playing and qualify for a lucky draw upon reaching the required threshold, driving sustained participation;

3. Fission design: after using up draw chances, users earn extra chances by sharing or recommending the game to friends, forming a self-propagating loop;

4. Prize conversion: prizes included the free annual appliance-cleaning package and recharge vouchers, channeling participation directly into orders.

Deliverables included the complete H5 interactive game design (game mechanics, interface visuals, points and lucky-draw flow), the WeChat promotion campaign plan, and a prize system tied to the client's service benefits—covering the full chain from creative concept to campaign rollout.

The gamified mechanism lowered the participation barrier, while points, lucky draws and referrals formed a complete sharing loop. Prizes deeply bound to the client's services effectively drove order conversion and a second wave of virality, creating a reusable WeChat marketing model for low-frequency home services.

This project is a Shinerway Branding (Shenzhen) practice in WeChat interactive marketing, demonstrating end-to-end planning capability from game creative and mechanism design to viral distribution, supporting consumer-service brands with H5 interaction and WeChat campaign planning.