MWC26 Shanghai: Connecting Global Tech with China
Location: Shanghai, China
Challenge
MWC (Mobile World Congress), organised by the GSMA, is a global platform for the mobile and connectivity ecosystem, bringing together technology companies, industry decision-makers, professional audiences and global business partners. MWC26 Shanghai is not only a showcase for emerging technologies, but also an important industry platform connecting global technology brands with China and the wider APAC market. The project needed to reach high-intent audiences across telecommunications, artificial intelligence, cloud computing, intelligent devices and automotive technology, communicate clear reasons to attend, and move users from content discovery and interest to registration and on-site participation while strengthening the event's professional influence and registration conversion rate.
Solutions
Rednote-led Creator Ecosystem: Built a creator matrix across technology, AI, telecommunications and local information, using professional content to establish industry awareness and explain why MWC26 Shanghai was worth attending.
Phased Conversion Strategy: Used early-stage seeding to build credibility, scenario-based posts and attendee-benefit content to strengthen registration CTAs before the event, and creator-led visits and real-time content to amplify the event during the show.
Cross-channel and Private-domain Support: Coordinated Rednote, WeChat, Douyin, Xiaoyuzhou, comments, direct messages, WeCom and community operations to nurture high-intent audiences and connect content discovery with registration and participation.
Content Role Differentiation: Let Rednote and WeChat focus on registration conversion, Douyin expand event visibility, and Xiaoyuzhou add depth and relevance within professional communities, creating a more complete path from awareness to action.
Results
The campaign delivered effective registration conversion and validated a repeatable model built around professional content, localised interpretation, platform-based registration support and private-domain engagement. Rednote and WeChat played the central role in registration conversion, while Douyin expanded event visibility and Xiaoyuzhou added depth within professional communities. The project also established a reusable creator pool, content system and audience-nurturing framework, creating a stronger foundation for earlier industry seeding, more precise audience activation and improved registration and attendance conversion in future technology events.
Long-Term Partnership
We have become MWC’s long-term sole designated partner in China. Through this ongoing partnership, we continue to connect the global technology ecosystem with the China market, supporting MWC’s local communication and engagement with professional audiences.
Project Perspective | From Technology Value to Professional Audience Action
Technology communication is not simply about presenting specifications. AI, 5G and cloud capabilities need to be grounded in real applications, answering what they mean for different professional audiences and why the event is worth attending. Content tailored to telecommunications, AI, cloud computing, intelligent devices and automotive technology—delivered by creators with relevant expertise and community reach—can turn complex topics into clear reasons to attend. Connecting that interest to registration or ticketing, on-site participation and follow-up conversations helps translate industry visibility into qualified audience action.
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