Flower arrangement training advertising case!

As a way of life for people to cultivate their character, refine their sentiments and beautify their lives, flower arrangement has attracted more and more attention and love as the quality of life improves. Now, with the development trend of global internationalization, outstanding Chinese florists are going global.

The advertiser, Huapai, is a sub-brand of the famous floral brand "Huangjia Floral Art" which was established in 2001. It currently has 6 stores in Yibin. By leveraging the growth momentum of the flower market, it has gone against the wind and placed advertisements in WeChat Moments . The daily order volume has exceeded 500+, the overall customer base has remained stable at less than 30 yuan, and the advertising click-through rate is as high as 5.85%, which has achieved a long-lasting brand effect.

1. Background

From 2017 to 2019, in just two years, Dahua Pai has opened 6 stores in Yibin. Its rapid development is inseparable from its keen marketing sense. Coinciding with the peak marketing season, Mr. Zhang, the founder of Dahuapai, focused his attention on WeChat Moments advertising.

"We hope to use flowers as a medium to convey the belief of enjoying nature and beauty to female users. As the brand grows bigger, the original offline promotion method can no longer meet our demand for customer volume. WeChat Moments advertising is like a post from a friend, which is easier for users to accept and inadvertently has a 'grass planting' effect. We were inspired and decided to put the advertising in Moments." said the founder of Huapai.

2. Delivery Strategy

1. Outer Creativity

The outer layer of the advertisement uses real classroom scenes to grasp user needs and drive traffic to the store.

At the beginning of the campaign, optimizers firmly grasped customer needs: opening up WeChat customer acquisition channels, increasing brand awareness, and increasing customer traffic to stores. Thus, a reasonable delivery strategy was formulated:

(Advertising outer layer display)

Outer picture: Use multiple sets of pictures to enter the landing page. Users can enter the landing page by clicking any picture of interest in the 6-grid picture group. Real-life samples of students learning flower arrangement are better displayed, which improves continuity and increases users' interest in the store experience.

Outer copy: "No matter how hard you try to keep your beauty, it cannot escape the thief of time." No matter how beautiful your appearance is, it will disappear with time, and what will truly remain is only "elegant temperament that will accompany you for a lifetime."

The concise copywriting grasps the psychology of women's love of beauty and pursuit of youthful temperament. The audience is attracted at the first sight, which makes the popularity of the Huapai in the local area even higher.

2. Landing page strategy

The landing page guides users to place orders and leave information, conveying a refined and elegant lifestyle aesthetic.

After attracting target users to click on the ad, the next step is to guide users to leave information and facilitate purchases, which can complete the entire marketing loop.

First, the inner homepage is set up with 6 pictures in a row. The pink and blue flower arrangement class scene pictures echo the outer layer, guiding users to browse the special teaching courses below; sliding pictures can achieve multi-picture presentation to enhance the user experience.

Second, the special flower arrangement course for only 9.9 yuan is right next to the buy now button, and the super high discount encourages users to click to sign up for the course. At the same time , a message leaving form is set up after the immediate order button to attract customers to leave information and “catch all” those users who still have doubts about the product!

Third, the inner advertising materials all use real-life pictures of flower arrangement training courses and pictures of flowers in the store, highlighting that Huapai has hired excellent domestic flower arrangement trainers at high salaries, and that all flowers used are imported from abroad. The professional teaching ability and exquisite quality of the flowers allow users to feel at ease to come to the store to sign up for the courses.

(Advertisement inner display)

3. Targeted strategy

Accurately target female users and expand reach to similar target customer groups.

In order to open up the marketing closed loop of lead conversion, it is necessary to accurately locate the target population, push advertisements to the right people, and improve ROI comprehensively.

Optimizers adopt a precise user portrait strategy, anchoring target users through age (17-49 years old), gender (female), region (5km radius around the store), interests and hobbies (home control, flower art enthusiasts, home decoration experts, flower art decoration enthusiasts, artificial flower enthusiasts, etc.), and behavior (gift flowers, vase flower arrangements, flower arrangement decorations, dried flower arrangements, etc.) labels.

The initial launch collected user data for advertisers, and through insight analysis of the converted population, an accurate population portrait was drawn. By using the Tencent advertising population package and Roca's targeting function, the ads were delivered to similar populations, and an exclusion marketing strategy was adopted. Users who already followed the official account could not receive the ads, resulting in an ad click-through rate of up to 5.85%, more than 500 orders per day, and a customer capital cost as low as 30 yuan.

3. Summary of Optimizer

1. For flower arrangement training and flower industry advertisements, you can choose multiple picture styles on the outer layer, which is conducive to presenting product series and giving users a more intuitive experience.

2. The copy fits the product positioning and uses vivid sentences to give potential audiences a sense of urgency, suggesting that they hurry up and participate in the flower arrangement training course. The overall picture quality is high, and the pink tone combined with the real scene of the flower arrangement class touches the hearts of female consumers.

3. The free splicing of the inner layer of the advertisement can show the brand advantages in multiple dimensions; with the help of one-click purchase button + built-in form + multiple pictures, it can not only collect customer leads but also directly attract customers to place orders with discounts.

4. The LBS positioning function of local promotion advertisements can effectively enhance the store’s influence and encourage nearby potential customers to visit the store.

The above is the case sharing of this case.

Author: Internet

Source: Internet