No real experiences but just seen most popular ones:
Viral content (articles/videos/games) on WeChat & Weibo, celebrity (both web and mainstream) sponsorship, partnerships with powerful ones (both company and people) etc.
China is a very populated country and the market has more segmentations based on people's geographic location and socio-demographics. In order to cut the crowd, it's about how your marketing message can speak to your target audience in the right channel. Besides WeChat and Weibo, there are other channels such as Zhihu (like Quara), Douban (like Reddit), Ximalaya (like iTune), Youku/Meipai (like YouTube), and so on.