Digital Ecosystem Management: As a key digital partner handled Maserati’s WeChat operations, including social content, store, loyalty programs, and Salesforce integration.
Engaging Campaigns: Interactive H5, Moments, and offline beacon campaigns boost engagement and lead generation.
CRM & Lifecycle Management: A comprehensive Social CRM program enabling user segmentation to push personalized content, lifecycle messaging, and satisfaction tracking across ownership experience.
Membership & Services: Features like loyalty points, owner services, referrals, and VIP care to enhance user retention and drive leads.
E-commerce Activation: Innovative social commerce tools like group-buying, certified car exchange, and dealer auctions to expand Maserati’s digital sales channels.
As luxury automotive brands look to deepen their engagement with Chinese consumers, the need for a well-integrated, innovative digital strategy is paramount. Maserati, a symbol of Italian automotive craftsmanship and prestige, partnered with Fugumobile to elevate its presence in China’s leading digital landscape — WeChat.
To make this a reality Fugumobile crafted a sophisticated, full-spectrum digital ecosystem that connects Maserati to its audience through personalized experiences, data-driven engagement, and seamless commerce.
Every transformation comes with its own set of challenges. Maserati’s transition into a truly digital-first brand in China was no exception:
With multiple user types interacting with the WeChat account — including owners, prospects, and fans — delivering relevant and timely content without overwhelming users required sophisticated segmentation and content delivery systems.
Aligning real-time WeChat data with Maserati’s global Salesforce environment needed seamless data flow and compliance with data security standards.
Maintaining Maserati’s global luxury branding while tailoring content for local sensibilities demanded a careful balance between global HQ guidance and localized creative direction.
With WeChat continuously introducing new features like Brand Zones, mini programs, and payment upgrades, the team needed to stay ahead of platform trends and adapt quickly.
Ensuring that showroom visits and events translated into digital follow-up actions — such as test drive sign-ups or referrals — was key to creating measurable outcomes.
Fugumobile served as a consulting and execution partner for Maserati’s digital marketing in China. The scope of work spanned across strategic advisory, platform development, content and campaign management, CRM integration, and technical consulting.
Central to this effort is Maserati’s official WeChat Service Account — a platform that not only communicates the brand story but also creates personalized, high-touch experiences for existing owners, prospects, and fans.
Fugumobile designed and implemented a comprehensive WeChat ecosystem that included:
The experience was elevated further through a dedicated owner’s area featuring personalized services such as roadside assistance, product manuals, and options for certified second-hand car trade-ins.
Fugumobile developed a series of highly interactive campaigns on WeChat. Seasonal H5 campaigns featured brand-aligned storytelling, gamified elements, and social sharing mechanics such as leaderboards. These were synchronized with key marketing moments to ensure relevance and virality.
Offline activations used beacon-based technology at dealerships and auto shows. Visitors could “shake” their phones to receive targeted content — including financing options, car specs, and interactive mini-games — further bridging the offline-online divide.
Fugumobile managed Maserati’s WeStore on WeChat, which featured regular merchandise updates and new functionality rollouts. Each transaction fed into the loyalty ecosystem, where users earned points for purchases, referrals, event participation, and more.
This loyalty system connected to the broader CRM strategy, allowing for a data-informed view of user preferences, behaviors, and lifecycle stage.
To capitalize on China’s unique shopping festivals, Fugumobile launched a group-buying campaign during the 11.11 shopping event, allowing users to form buying groups and secure discounts through WeChat mini programs. Participants could pay booking fees directly, creating an end-to-end social commerce loop.
Additionally, Fugumobile introduced:
Maserati’s VIP clients benefit from a personalized WeChat-based customer care module. Users can chat with brand representatives and receive tailored product support — all within the app’s native interface.
With the rollout of WeChat’s Brand Zone, Fugumobile positioned Maserati as one of the initial luxury automotive brands to establish a presence there. The zone includes a custom-built mini program, ensuring discoverability through WeChat’s search function and offering another touchpoint for brand storytelling and engagement.
The integrated digital strategy delivered by Fugumobile has had a measurable impact on Maserati’s brand engagement, customer retention, and lead generation efforts in China. By creating a connected and data-enriched user journey, Maserati has moved beyond traditional awareness campaigns to establish a more agile, responsive, and conversion-oriented digital presence.
Personalized lifecycle content, dynamic menus, and targeted notifications led to a significant increase in content interaction and repeat visits across user segments — particularly among owners and prospects.
Interactive campaigns, beacons, and MGM referrals directly contributed to higher test drive registrations and sales inquiries. Leads collected via campaigns were automatically funneled into Salesforce, enabling faster follow-ups and better conversion tracking.
The introduction of the loyalty system and member center increased retention rates. Users who transacted through the WeChat store and participated in events showed higher levels of ongoing brand engagement.
Full synchronization with Salesforce allowed for real-time insights into user behavior and preference patterns. This data-driven approach empowered both marketing and sales teams with actionable intelligence.
Maserati was among the first luxury auto brands invited to WeChat’s Brand Zone, a recognition of its forward-thinking digital strategy. This enhanced brand discoverability and positioned Maserati as a digital leader among its peers.
Fugumobile’s collaboration with Maserati is a benchmark for luxury brands seeking to thrive in China’s dynamic digital environment. By uniting content, commerce, CRM, and customer experience under a single, scalable WeChat strategy, Maserati is not just keeping up with digital transformation — it’s leading from the front.
Digital Ecosystem Management:
As a key digital partner handled Maserati’s WeChat operations, including social content, store, loyalty programs, and Salesforce integration.
Engaging Campaigns:
Interactive H5, Moments, and offline beacon campaigns boost engagement and lead generation.
CRM & Lifecycle Management:
A comprehensive Social CRM program enabling user segmentation to push personalized content, lifecycle messaging, and satisfaction tracking across ownership experience.
Membership & Services:
Features like loyalty points, owner services, referrals, and VIP care to enhance user retention and drive leads.
E-commerce Activation:
Innovative social commerce tools like group-buying, certified car exchange, and dealer auctions to expand Maserati’s digital sales channels.
As luxury automotive brands look to deepen their engagement with Chinese consumers, the need for a well-integrated, innovative digital strategy is paramount. Maserati, a symbol of Italian automotive craftsmanship and prestige, partnered with Fugumobile to elevate its presence in China’s leading digital landscape — WeChat.
To make this a reality Fugumobile crafted a sophisticated, full-spectrum digital ecosystem that connects Maserati to its audience through personalized experiences, data-driven engagement, and seamless commerce.
Every transformation comes with its own set of challenges. Maserati’s transition into a truly digital-first brand in China was no exception:
With multiple user types interacting with the WeChat account — including owners, prospects, and fans — delivering relevant and timely content without overwhelming users required sophisticated segmentation and content delivery systems.
Aligning real-time WeChat data with Maserati’s global Salesforce environment needed seamless data flow and compliance with data security standards.
Maintaining Maserati’s global luxury branding while tailoring content for local sensibilities demanded a careful balance between global HQ guidance and localized creative direction.
With WeChat continuously introducing new features like Brand Zones, mini programs, and payment upgrades, the team needed to stay ahead of platform trends and adapt quickly.
Ensuring that showroom visits and events translated into digital follow-up actions — such as test drive sign-ups or referrals — was key to creating measurable outcomes.
Fugumobile served as a consulting and execution partner for Maserati’s digital marketing in China. The scope of work spanned across strategic advisory, platform development, content and campaign management, CRM integration, and technical consulting.
Central to this effort is Maserati’s official WeChat Service Account — a platform that not only communicates the brand story but also creates personalized, high-touch experiences for existing owners, prospects, and fans.
Fugumobile designed and implemented a comprehensive WeChat ecosystem that included:
The experience was elevated further through a dedicated owner’s area featuring personalized services such as roadside assistance, product manuals, and options for certified second-hand car trade-ins.
Fugumobile developed a series of highly interactive campaigns on WeChat. Seasonal H5 campaigns featured brand-aligned storytelling, gamified elements, and social sharing mechanics such as leaderboards. These were synchronized with key marketing moments to ensure relevance and virality.
Offline activations used beacon-based technology at dealerships and auto shows. Visitors could “shake” their phones to receive targeted content — including financing options, car specs, and interactive mini-games — further bridging the offline-online divide.
Fugumobile managed Maserati’s WeStore on WeChat, which featured regular merchandise updates and new functionality rollouts. Each transaction fed into the loyalty ecosystem, where users earned points for purchases, referrals, event participation, and more.
This loyalty system connected to the broader CRM strategy, allowing for a data-informed view of user preferences, behaviors, and lifecycle stage.
To capitalize on China’s unique shopping festivals, Fugumobile launched a group-buying campaign during the 11.11 shopping event, allowing users to form buying groups and secure discounts through WeChat mini programs. Participants could pay booking fees directly, creating an end-to-end social commerce loop.
Additionally, Fugumobile introduced:
Maserati’s VIP clients benefit from a personalized WeChat-based customer care module. Users can chat with brand representatives and receive tailored product support — all within the app’s native interface.
With the rollout of WeChat’s Brand Zone, Fugumobile positioned Maserati as one of the initial luxury automotive brands to establish a presence there. The zone includes a custom-built mini program, ensuring discoverability through WeChat’s search function and offering another touchpoint for brand storytelling and engagement.
The integrated digital strategy delivered by Fugumobile has had a measurable impact on Maserati’s brand engagement, customer retention, and lead generation efforts in China. By creating a connected and data-enriched user journey, Maserati has moved beyond traditional awareness campaigns to establish a more agile, responsive, and conversion-oriented digital presence.
Personalized lifecycle content, dynamic menus, and targeted notifications led to a significant increase in content interaction and repeat visits across user segments — particularly among owners and prospects.
Interactive campaigns, beacons, and MGM referrals directly contributed to higher test drive registrations and sales inquiries. Leads collected via campaigns were automatically funneled into Salesforce, enabling faster follow-ups and better conversion tracking.
The introduction of the loyalty system and member center increased retention rates. Users who transacted through the WeChat store and participated in events showed higher levels of ongoing brand engagement.
Full synchronization with Salesforce allowed for real-time insights into user behavior and preference patterns. This data-driven approach empowered both marketing and sales teams with actionable intelligence.
Maserati was among the first luxury auto brands invited to WeChat’s Brand Zone, a recognition of its forward-thinking digital strategy. This enhanced brand discoverability and positioned Maserati as a digital leader among its peers.
Fugumobile’s collaboration with Maserati is a benchmark for luxury brands seeking to thrive in China’s dynamic digital environment. By uniting content, commerce, CRM, and customer experience under a single, scalable WeChat strategy, Maserati is not just keeping up with digital transformation — it’s leading from the front.
