With the rapid development of social media, more and more companies and organizations start to use the social media platform as a tool to connect with their customers, WeChat as the most popular mobile social media application in China provides a nice platform for organizations to expose their targeted consumers to their campaign messages and to engage them on an emotional level so that customers could become fans and advocates of the organization's products and services. This research concerns theories about customer engagement through sophisticated social media marketing strategies. It conducts three case studies of WeChat campaigns in China to illustrate the deployment of a "higher calling" to build a tight relationship with the customers. It also explores the unique attributes of WeChat as a new medium that make it the most efficient and suitable for touching the consumer's heart.