Weibo's "Fan Connect" advertising platform is one of our favourite promotional channels nowadays. It's quite powerful, but only when used properly.
The reason Weibo advertising is so powerful is that you can target users based on a variety of factors, and then spread your message via their social connections. When a Weibo user's friend likes, shares or comments on a Weibo Fan Connect ad, they'll see the ad too. Chinese Internet users respond very strongly to brands that their friends like.