Tips for placing video ads in the wedding photography industry!

Introduction: As the weather gets warmer, the wedding photography industry is ushering in its annual promotion peak season. On the one hand, there are numerous challenges brought by the epidemic, and on the other hand, there is wedding photography consumption demand that has yet to be released. Partners in the wedding photography industry, how can you take the initiative and win now? In this case study of “New Ways to Play with Wedding Videos”, we have invited several advertisers in the industry with outstanding performance and the courage to try new things to share new ways to play with videos and help everyone achieve new breakthroughs in advertising.

In the circle of friends, an advertisement consisting of a beautiful and romantic photo of a wedding and an eye-catching text can often attract the attention of many audiences. Now, when beautiful flat photos are transformed into cool three-dimensional videos, what kind of fresh impact will it bring to customers, and what new opportunities will it bring to businesses?

Notting Hill Group, a leading brand in China's wedding industry that has planned romantic weddings for celebrities such as Tang Yan, Luo Jin, Alyssa Chia, and Xiu Jie Kai, as well as many public figures and sweet newlyweds, recently tried out new WeChat Moments video ads. Through label-style card ads + creative videos + direct jump to follow the official account, it increased the ad conversion rate by 60%, the eCPM value by 8%, and the efficiency by 5%.

How is such a remarkable effect achieved? Are there any experiences that can be replicated? To this end, we interviewed Notting Hill Group, Tencent Advertising Team and Tencent Advertising Service Provider Shanghai Yixin Culture Media, and brought their personal experiences to share with advertisers in the wedding industry.

The simple and elegant Notting Hill store

1. Never stop trying new video ads to seize the "blue ocean" of traffic

In 2009, Notting Hill was officially established in Shanghai and has now entered cities such as Beijing, Hangzhou, Wuhan, Xiamen and Changzhou. From a small and beautiful wedding team, it has developed into a very influential high-end wedding agency in the industry. In the past 11 years, Notting Hill has completed shining wedding ceremonies for tens of thousands of couples, and has also written a history of corporate transformation that dares to explore and actively innovate.

On the road of advertising expansion, Notting Hill is also constantly seeking new breakthroughs to inject continuous impetus into business development. Since 2017, Notting Hill has been placing WeChat Moments ads through the Yixin service team, breaking the traditional wedding company's practice of mainly placing offline ads and circle ads, and has achieved good results. As a result, Notting Hill became one of the first wedding companies to enter the WeChat Moments advertising market.

Notting Hill Wedding Planning Team is planning Tang Yan and Luo Jin's wedding

However, the decision-making cycle of the audience in the wedding industry is long. At the same time, as the base of wedding businesses grows, the competition for traffic becomes more and more fierce, and the cost of customer capital rises accordingly. Notting Hill realizes that in order to improve advertising efficiency, it must explore new selling points to stimulate customer purchasing desire and guide user consultation. To this end, the three-party team analyzed the overall traffic situation across industries and decided to launch the latest round of delivery in the form of video advertising.

Notting Hill chose video advertising mainly based on three considerations: currently wedding photography advertisers have not yet widely involved in video advertising, which can be called a "blue ocean area"; the eCPM value (ad competitiveness) of video advertising is higher than that of graphic advertising, which can indirectly further filter the overall traffic, and the target group of this advertising style just fits the character portrait of mid-to-high-end weddings; compared with graphic advertising, video can carry more content, and can show the wedding scene in a more all-round way, replacing the user's scene experience and shortening the order cycle.

In addition, Notting Hill Group’s matrix advantage also enables it to maximize the value of this round of advertising. Notting Hill owns four major brands, namely "Notting Hill Art Centre", "DreamPark", "Xiyouji" and "Notting Hill Wedding Planning", and can provide one-stop or personalized services such as wedding photos, wedding celebrations and wedding banquets. For the customer data obtained from video advertising , Notting Hill can make judgments based on customer needs and consumption potential, match corresponding service brands, and cross-convert customer data.

2. Combination of strategies: Four major strategies help conversion rate to rise steadily

In November 2019, Notting Hill’s first video advertisement was officially launched on WeChat Moments. The eye-catching label card style, cool video format, and beautiful and atmospheric video content attracted the attention of many customers. After the success of the debut, several other Notting Hill video ads were launched. Ultimately, the Notting Hill series of video ads achieved significant results, with a 60% increase in conversion rate, an 8% increase in advertising competitiveness (eCPM value), and a 5% increase in effectiveness.

Choosing the right platform is the foundation, and using the right strategy is the key. The great success of Notting Hill’s campaign is closely related to the flexible use of the following four marketing strategies.

2.1 Innovate the conversion link to enhance advertising competitiveness

By using a label card ad + video direct jump attention link , we can guide the target group in one step and follow the official account for consultation; by shortening the conversion path, we can improve the advertising conversion rate, thereby improving the overall account's ability to obtain traffic. Ultimately, the overall eCPM of video ads is 8% higher than that of image materials, solving the problem of account traffic.

2.2 Keep up with user needs and select three major tags

Based on user needs, three different wedding-related tag words are selected and presented on the outer layer of the advertisement:

① “Latest Price List”: carries users’ attention to quotations

② “Online consultation”: clarify the conversion path and effectively guide potential users to pay attention

③ “Hot Recommendation”: By clicking, you can get more wedding style recommendations, not limited to the current advertising video, to maximize coverage of people with different preferences

2.3 How to use “video” to play visual marketing

Based on different wedding decoration styles, Notting Hill created a number of video advertisements including "European Retro Wedding", "Warm Korean Wedding", "Dream Wedding", and "Outdoor Forest Wedding".

How to make a video that catches the attention of high-intent customers and stimulates users' yearning for the wedding and willingness to click in a short and efficient manner is the focus of this advertisement. In terms of skills, it mainly includes two aspects. The following is an analysis of the dream wedding video:

1) Select perspectives to perfectly integrate art and business

① Opening: Use a panoramic perspective to spread out the entire wedding scene from far to near to create a solemn feeling for the wedding;

② Middle: Through the close-up perspectives of different lenses, the focus is on details such as "wedding aisle", "central stage" and "guest table layout", which indirectly reflects the high standard of service level of the wedding company and the meticulous decoration of the wedding scene;

③Ending: Combined with the application scenarios of wedding lighting in real life, after the newlyweds come on stage, generally only the lights on the central stage are left; at the end of the corresponding video, with a distant view, the lights in the surrounding area of ​​the central stage are turned off as a backdrop, presenting a dynamic central stage background with flowing lights.

2) Make good use of the creative dashboard to easily output high-scoring creative ideas

In order to create such a sophisticated video, the production team developed a creative dashboard construction method, which can easily complete the construction of video creativity based on 7 major elements.

2.4 Learn from one example and expand the scope of delivery

With the positive experience of the first set of video ads, the Yixin service team worked with the Notting Hill client and the Tencent advertising team to launch a variety of video creatives in different regional accounts. Currently, the consumption of video ads accounts for as much as 50%. With the help of this wave of video advertising operations, we successfully seized the opportunity of the "potential blue ocean traffic" in the circle of friends.

Advertising competitiveness, that is, eCPM value = bid * click-through rate * conversion rate * 1000. Based on this product principle, Notting Hill adopted the creative form of video + card direct jump link form, setting a new high in conversion rate. It not only improved the ability to obtain volume, but also accurately delivered advertisements to the middle and high-spending groups, achieving a two-way guarantee of volume and customer quality.

The above is an analysis of this case and a reference for the wedding photography industry.

Related reading:

1. Advertising tips for wedding photography agencies!

2. Wedding photography advertising case with a click-through rate of up to 5%!

Author: Tencent Advertising Service Account

Source: Tencent Advertising Service Account