Take the example of collecting five blessings: How to plan a super marketing campaign?

What is super marketing?

[Super Marketing] is the large-scale integrated marketing in the Internet era. It refers to the integration of all the company's product technology, operational services, public relations communication, business cooperation and other capabilities to provide a series of continuous and long-term growth for the business and brand through relatively large-scale activities.

You can count the marketing cases that have gone viral on your WeChat Moments and find that they all involve event marketing and operational discounts, KOL activation and national interaction.

The reason why super marketing can break the traffic black forest is due to its three major characteristics: comprehensive goals/multiple dimensions/ecological win-win.

It is not easy to plan a super marketing campaign. Those activities that can go viral are rare, and those that can turn a super activity into a super IP are even rarer.

I have searched in my mind for a long time, and in the field of super marketing, perhaps no one can do better than Alipay's Five Blessings Campaign. This time we will take Jiwufu as an example and discuss it from three perspectives: design, product, and operator, mainly including design methods/design details/and operating procedures.

1. From product strategy to design goals

Design is different from art. Since you are called a designer, you should design solutions and solve problems. Only when what is given to the designer is alive can the designer come up with a design that has vitality.

When designers do any marketing activities, they should not get stuck into the presentation layer from the beginning. Instead, you should participate in business-level discussions, and explore and think together with operations and product managers.

Whether it is super marketing or general event planning, the three most basic aspects need to be considered: users, society and enterprises.

1. User: Activities need to have core benefits and be meaningful. If you have a lot of subsidies, spend the money more wisely. The core benefit of the activity of collecting five blessings is to share cash, and the significance of the activity is public welfare and social responsibility;
2. Society: Good winds will help me soar to the sky. Event planners need to understand the social environment and culture we live in today, and learn to take advantage of the situation and guide it accordingly. The Spring Festival is the most important festival for Chinese people, so traditional elements must be included in the design.
3. Enterprises: Enterprises need a super marketing campaign to achieve their various goals; but it would be even better if you could turn a super marketing campaign into a super IP. Just like Victoria's Secret's underwear in addition to the show, and Alipay in addition to collecting the five blessings.

Determine the positioning of the brand and market direction, and then brainstorm design elements based on the brand and market positioning. The marketing strategy is the direction of the entire project, while the design positioning is the specific method of operation of the designer. After obtaining the major keywords, the design team quickly analyzed and disassembled how to transform these keywords into design elements.

2. Establish a branded graphic symbol system

There are so many marketing activities on the market now. Do you still remember what the last product was that gave you a red envelope? What is the name of its activity?

No business wants to spend money only to have users leave after using the product and not be remembered, so branding of marketing activities is very important.

Building an event in the form of a brand IP can make it more efficient for users to understand and spread the word, lower the learning threshold, and ultimately save corporate costs and improve efficiency. Behind the brand IP is also the expression of corporate culture, market strategy, and user value.

Create a recognizable super symbol

3. Simplify product design

The product design of marketing activities is becoming more and more complicated, and the pages are becoming more and more fancy, which greatly increases the learning threshold for users and appears to be low-class and tasteless.

As the saying goes, simplicity is the ultimate sophistication. Wufu’s design uses the three major methods of “breaking the page frame, enhancing texture with 3D, and highlighting key elements” to make Wufu’s product design have both atmosphere and improved quality and experience.

4. Enhance atmosphere and guidance through animation

Now that the product interface is simplified, the biggest headache for designers may be facing the three fatal questions from operations: "What if there is no atmosphere? How to tell users that there are big discounts? Why don’t you feel excited when you win a prize???"

At this time, designers can broaden their horizons and think that the use of animation can actually solve many problems.

Boot Animation:

The animated opening creates a sense of ceremony while guiding users to focus on key entrances. In order to avoid a decrease in program running efficiency caused by embedded videos, R&D directly achieved the transition through the material code provided by the designer.

5. Maintain a consistent illustration story system

Illustrations are now widely used in the design of Internet products. Generally speaking, a product usually has its own illustration style and system.

For a super marketing campaign, there are often many derivative scenes of the activity and the use of illustrations is also very common. In order to ensure the unity of the event brand and style, our own illustration system will also be developed.

The designer created the story concept of "A Lucky Family" through insight into user psychology during the Spring Festival, which is overall oriented towards warmth and small happiness. It not only matches the happy vision of the Spring Festival, but also conveys more down-to-earth positive energy.

6. Value Enhancement to Create Cultural IP

The last method is the most special. We think that when doing a marketing campaign, we should not only focus on the "marketing" level. The thinking pattern for a company’s largest, national-level activities should also be higher in order to maintain its vitality.

Therefore, when we were thinking about the fourth year of the Five Blessings Event with the business side, we realized that the right to share the discounts was the explicit motivation of users, while the implicit motivation of users was the communication with relatives and friends, the longing for family and hometown, and the expectation of good things happening in the new year, taking into account the special time of the Spring Festival.

While products and operations continue to create popular Easter egg games such as flower cards, blessing cards, and Mr. Ma’s blessing characters, design marketing and public relations are also building the Five Blessings into a cultural IP of a “new custom.”

Paying tribute to China's traditional New Year culture:

Today, when the festive atmosphere is becoming less and less, users can still feel the strong nostalgia and family affection by collecting the five blessings through Alipay.

(1) Chinese Five Blessings Chopsticks Gift Box

Jointly created by Alipay and Taobao Xinxuan, it can be won by random during the "Five Blessings" period.

(2) Traditional New Year menus in 34 provinces

Hundreds of New Year customs cards are selected by users as the most representative of local New Year customs, and added to the Wufu online Easter egg cards to be displayed to users across the country.

(3) Wufu Movie "Qilidi"

Combined with modern cultural trends: ancient but not rigid, it rekindles young people's love and creativity for the Spring Festival.

(1) National trend brings happiness

(2) Wufu cultural peripherals

(3) Code Merchants Market, Rebuilding the Market Culture for Young People

Author: Advertiser

Source: Advertising Craftsman