1.5 million UVs in 3 hours! How powerful is NetEase’s childhood H5 that has been all over the screen?

How many times has your circle of friends been flooded with messages from NetEase?

Ever since H5 became popular on WeChat , the H5 advertisements that have appeared the most in the past two years have come from Tencent and NetEase. For example, NetEase changed its slogan these two days from "Have an attitude" to "Each has an attitude", and launched several H5s at once, each with PVs around one million!

However, just as we finished an interview with NetEase News , today ( Children’s Day ), NetEase’s H5 was all over the screen again…

This H5 is called "This is the Childhood that Adults Dare Not Open" . It was planned by NetEase Dada for Children's Day. Now it is becoming more and more popular. I'll give you a screenshot of my conversation with Song Xinwei, one of the main creators, at 9:30 last night to give you a sense of how popular it is.

You will see that this H5 has many gorgeous 3D perspective effects, which is also the longest time-consuming part in H5 production.

Of course, what really touched us were those familiar anime characters, such as Slam Dunk, Detective Conan, Doraemon... Seeing them in three-dimensional and vivid appearances is simply touching!

1. Sliding into Childhood

Interview subject: Wen Chutao (coordinator of NetEase DaDa)

The H5 team members this time are:

• Coordination - Wenchutao

• Planning: Song Xinwei, Jiang Zhenqiang

• Design——Sun Minglu, Liu Jingwen

• Front-end - Zhan Zhixiang, Xu Xiang

• Animation——Wang Rui, Meng Wenbin

Note: In the 5 minutes I chatted with him, H5’s social channel gained another 200,000 PVs…

Q: How many people are participating this time? What is the main time consumption?

A: 2 planners, 2 illustrators, 2 animators, and 2 front-end developers. The main time was spent on the front-end technology part and the 3D perspective effect. This time, I asked a front-end technology expert from NetEase to take charge of it.

The animation illustration part also took a lot of time, and the two illustrators worked overtime all the time.

Q: What are your criteria for selecting these anime characters?

A: This is a photo taken during the topic selection meeting.

(The standard is) to put anime with a large fan base first, and also the more exciting ones, so the first one is Slam Dunk.

Initially, there were more than a dozen alternative anime, and it took a month to really start working on them. I originally wanted to make 6 animations, including One Piece, but they were deleted due to the tight release schedule.

Q: Was this time point (the eve of Children’s Day) planned?

A: It was planned. I will start posting to Moments online at 7 o'clock.

It is currently only available on the WeChat Moments social channel, and will be pushed on the NetEase News client tomorrow morning.

NetEase Dada's H5 is currently spread in the circle of friends before being launched on the client. The purpose is to test bugs and the communication effect of social channels.

Q: Did you expect this H5 to go viral tonight?

A: I didn’t expect the effect to be so strong. Maybe it still touches everyone’s childhood memories.

I am now watching the data, and it increases every 5 minutes. I talked to you for another half an hour, and the data increased again. This is the effect of communication through social channels.

I don’t dare to estimate how much the specific traffic can reach.

2. NetEase News has different attitudes

Next, let’s go back to the beginning (before it was flooded with messages today). We prepared another H5, also produced by NetEase. Although it was another form of H5 advertising, it also received rave reviews!

The H5 advertisement “Each has its own attitude” is very amazing because it looks so much like the native APP of NetEase News. There are cool and interesting animations and interactions, as well as a website channel that is so realistic that if you don’t know, you might think you have entered NetEase’s official website.

This form of H5 has a professional term in the industry to describe it, that is Web APP (web page program).

Essentially, it’s because HTML5 is so powerful now, so powerful that web pages can replace apps, so what app do you download? The problem can be solved by opening a web page, so you don’t even need to download it.

• Interview subject: Yang Yuanyuan (chief creator)

• Position: Senior Brand Manager, NetEase News Brand Department

Q: What is the current effect of this H5?

A: It is mainly placed within the site, and the overall effect is pretty good. I haven’t looked at the details, but the feedback I got is that the PV data is probably hundreds of thousands to close to one million.

The starting point of the design of this H5 itself is that the role of brand content is greater than its communication role. In other words, its priority is not to swipe the screen, but to enable users to perceive the brand content emphasized by NetEase News when they open this page.

Q: As an H5 in the form of a Web APP, how long does it take? Where do you spend most of your time?

A: It took me about a month, mainly spent on design.

The design of this H5 is actually consistent with the street advertisements, including posters and TVC. We first highlight (enhance) the bright spots behind the product, and then reasonably transform the existing street advertisements.

Q: Why do we need to make H5 into a content aggregation Web APP when we already have a native APP?

A: This H5 aggregates a lot of excellent content selected by NetEase News. So while promoting this slogan, it can let everyone see that NetEase News has aggregated a lot of excellent general information content. The purpose is to let users clearly get the information about our transformation.

Q: Your H5 output is increasing this year. Compared with other types of advertising, such as search promotion , soft articles, and Weibo pictures and texts, what position does H5 advertising occupy?

A: I think for news media or content information platforms, this type of H5, which has content as its primary purpose, is an important means for us to spread our own content.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article is @Shuying.com and it is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map