10,000-word analysis: How the top 10 platforms use red envelopes to increase user growth during the 2020 Spring Festival

Every Spring Festival, the red envelope strategy is the most common growth strategy, and this year is no exception. From Kuaishou to Alibaba, from Weibo to Weishi, from JD.com to Baidu, and to Douyin, Xiaohongshou, Pinduoduo, Xiaohongshu, Suning.com and other 10 major platforms, all have launched similar activities such as collecting cards and grabbing red envelopes during the Spring Festival.

This article is an in-depth analysis and research article that looks at how red envelopes inspire the enthusiasm of the entire nation, stimulate user growth , retention and revenue, as well as DAU indicators, etc.

The text is very long, with 13,000 words, and there are also many pictures. It is recommended that you click "Favorite, Reading" first. You can also get the high-definition PDF version according to the prompts at the end of the article. The author is the editor’s good friend Gao Zhenxu (Uncle Zeng). We welcome more authors to express their in-depth thoughts on Jianshi and discuss with 370,000 fans.

An analysis of Spring Festival red envelopes for internet-based companies during the 2020 Chinese New Year.

Written in front

1. Ecological thinking: Tencent and ByteDance can both conduct large-scale activities from an ecological perspective, and have continuous ecological thinking to form a series of links;

2. Middle platform thinking: ByteDance's marketing middle platform was fully utilized during this Spring Festival, which will also be the direction for more group companies to think about in the future;

3. Strategic thinking: How much market share can be occupied by what kind of funds and manpower in accordance with the festival, business, and activity gameplay, and how to deal with what kind of difficulties will be faced;

4. Operational thinking: You can think deeply about large activities and segmented activities, as well as the funnels of new and old users, and the ROI value of each funnel;

5. Resource thinking: human resources, capital, enterprise channels, key customer channels, celebrity channels, etc. The allocation of human, financial and material resources determines how big a thing can be done;

6. Quality thinking: The quality of products and operating mechanisms, as well as technology and algorithm models, and related tracking points, should be systematized in PMO management;

7. Risk thinking: For example, ByteDance has gone from using algorithms to conform to user logic to using marketing methods to continuously expand market share. The market is not about not retreating, but not expanding means retreating.

The research objects are broken down as follows:

Douyin - [Prosperous Chinese New Year] "Collect cards to win 500 million", "Red envelope rain 500 million", "Red envelope conference 500 million", "Koi red envelope 100 million", "Diamond card red envelope 200 million", "Meeting gift red envelope", "Cash red envelope", "Koi live broadcast", "Get energy to draw red envelope" (a total of 2 billion);

Alipay - [Collect 5 blessings to welcome the New Year] "Collect 5 blessings for 500 million" (a total of 500 million); Baidu - [Good Luck Chinese New Year] "Grab 500 million red envelopes every day", "300 million red envelopes for team members", "Collect good luck and share 200 million", "Strive for good luck 2020 yuan red envelopes, unlimited", a total of 500 million)

Kuaishou - [Like Chinese New Year] "Collect cards to win 100 million", "Spring Festival Gala red envelopes 1 billion" (a total of 1.1 billion); Suning - [New Year Goods Festival] "200 million cash red envelopes" (a total of 200 million);

Weibo - [Let the red envelopes fly] "Collect cards to bring good luck and share 100 million on New Year's Eve", "Invite friends to share the New Year atmosphere and share tens of millions of cash", "News red envelope season - cash drops every day" (a total of 110 million);

JD.com - [New Year Goods Festival] "888 yuan New Year's greetings for free" and "Everyone bombs the Nian beast and shares 300 million cash red envelopes" (a total of more than 300 million); Xiaohongshu - [Big Red Envelope] "Shake the little red sign and share 100 million" (a total of 100 million);

"Pinduoduo" - [Get 100 yuan in cash] "Spring Festival Gala shares 1 billion" (a total of 1 billion); "Weishi" - [1 billion red envelope carnival year] "Spring Festival Gala shares 1 billion" and "Collect hometown cards to share 200 million" (a total of 1 billion);

1. Tik Tok - [Happy Chinese New Year]

"Collect cards to win 500 million", "Red envelope rain 500 million", "Red envelope conference 500 million", "Koi red envelope 100 million", "Diamond card red envelope 200 million", "Meeting gift red envelope", "Cash red envelope", "Koi live broadcast", "Get energy to draw red envelopes"
(Total 2 billion)

“TikTok activity-screenshot”

One thing Douyin needs to do to achieve this activity is to "centralize marketing functions"

1. From the product side, we derive users based on the number of Douyin users, make a user collection, and use Douyin as a third-party login to open up the login process (Toutiao, Xigua, Huoshan, Pipixia, Face u and other ByteDance products);

2. The H5 page of the front-end APP of ByteDance products is connected, but it is still impossible to test whether the PUSH mechanism and other marketing functions are connected with tags;

3. From "Hero Answering Questions on Toutiao" and "Prosperous Chinese New Year", we can see the importance of creating a closed ecological loop and "centralizing marketing functions".

Experience rating: ★★★★☆ Communication rating: ★★☆☆☆ Process rating: ★★★☆☆ Engagement rating: ★★★★☆ Visual ROI rating: ★★★★★

Case 1: "500 million yuan for collecting trucks"

Publication address: PDF document available

Dismantling the nature of tasks: Task 1 - the purpose is to attract new customers; Tasks 2 and 3 - the purpose is to increase the retention of card collection activities; Tasks 4-6 - the purpose is to activate the APP; Task 7 - the purpose is to achieve the revenue KPI of major advertising customers;

Task 8 - Strategic ByteDance Ecosystem S-level event - the purpose is to attract new users and increase activity; Tasks 9 to 17 - the purpose is to guide mutual traffic in the Toutiao ecosystem.

Theme content: Make a fortune in China and share 2 billion in cash; slogan + stars: Yang Zi, Xiao Zhan, Wang Yibo, Zhang Guoli, Chen He, Ouyang Nana, Wang Baoqiang, Liu Haoran, 8 stars are calling you online to "go to Douyin and share 2 billion yuan"!

Verification method (collect 5 cards before January 24, the first 1088 people will each receive a 10,000 yuan red envelope, and everyone after the 1088th person will share 300 million yuan equally)

Event time (0:00 on January 14, 2020 - 23:00 on February 24, 2020) Winner list (the list may be announced when the number of winners is reached and the prizes are distributed)

Winning rights (need to manually bind the card to withdraw cash, cannot withdraw cash through WeChat and Alipay) How to play (collect all 5 cards of the Chinese New Year of Fortune)

Scenario mode (H5 on the APP side, no other scenarios) Communication mode (product sharing and copying text outside the ecosystem, QR code interaction within the ecosystem, no interaction methods such as friend dialogue)

Jump method (tasks and card sharing can jump to other apps) Reminder method (APP message Push, no service account template message, mini program, SMS, etc.)

Closed-loop method (closed loop within ByteDance product ecosystem, user QR code interaction within the product, no other closed loop) Card drawing method (the first stage draws a "Prosperous Chinese New Year" card, and the second stage draws 6 diamond cards and 5 gold cards randomly)

Synthesis method (collect all the gold cards "Prosperous Chinese New Year" to synthesize a random diamond card, and collect all 6 diamond cards to get a Koi card) Event countdown (red envelope rain countdown, live broadcast countdown, hero quiz countdown)

stage:

Phase 1: You can get a chance to draw cards by completing card collection tasks. Collect all the cards for "Prosperous Chinese New Year" and the score will be 300 million on New Year's Eve. PS: In Phase 1,088 people who collect the gold card "Prosperous Chinese New Year" can each receive a 10,000 koi red envelope.

The second stage: After the "Prosperous Chinese New Year" is automatically synthesized, participate in the collection of 6 diamond cards "Jimeng, Douyin, Toutiao, Qingyan, Xigua, Pipixia" with a score of 200 million on New Year's Eve; PS: The first 1088 people who collect 6 diamond cards in the second stage can each receive a 10,000 Koi red envelope;

Extra surprise: The XXXth person gets a gold card/diamond card and a 10,000 koi red packet.

Disassembly task mechanism:

Other product lines: Tasks include "Download and open Xiaomei Doudizhu", "Download and open my little home", etc. There are also advertisements such as "Download and open Douyin short video".

PS Note:

A: The number of tasks seen by logged-in users is different from that of logged-in users, and for different users.

B: Different user tasks will change when logged in (the tasks that change are ecological tasks, while the tasks within the team 1-6 remain unchanged);

C: There are two states for completed tasks. Ecological tasks can be displayed or hidden after completion. Tasks 1-6 also need to be displayed after completion (whether they can be repeated every day, or are there restrictions, etc., can be adjusted according to business conditions)

D: After downloading the ByteDance product APP, "for example: Pipixia, Toutiao", there is no chance to +1.

Key points of strategy:

1. Reward mechanism: The number of cards issued for "Fa" and "Zhong" is limited. The main purpose of the activity is to achieve high participation and activity. However, the successful integration of "Fa Cai Chinese New Year" must be within a reasonable range to save costs and achieve high ROI;

2. Daily acquisition: According to the test, each person has 8-10 tasks. The required tasks + random tasks should give 10-30 chances. However, the "marketing middle platform" function on the label and the PUSH function on the site have not been further connected, resulting in a single user completing all the tasks and getting 15 on the first day. The lost card drawing opportunities are all due to the lack of a reasonable trigger mechanism in the ecological diversion download;

3. The content of the card collection tasks for different products is different: for example, Pipixia has "like 8 great reviews";

4. Ecological thinking: The strategic direction is to form a closed loop between products through activities within the ecosystem. A certain closed loop has been formed. However, after the relevant tasks are completed, the reward trigger will often fail, resulting in no incentive effect. If we talk about the closed loop, the number of card draws given to different products in terms of incentives can also be understood as the ecological weight ratio, but it is just a display and has not effectively formed the diversion of Douyin to other products. It can only form a product to divert traffic to Douyin.

5. Marketing functions are integrated into the middle platform: The "Hero Answering Questions" activity is extended to all product lines, and the Spring Festival activity "Prosperous Chinese New Year" is directly available on all product lines. The launch of this activity means that the marketing middle platform is gradually improving, and this type of ecological strategic activities are becoming more and more dominant;

6. Improvement of attracting new users: From the 14th to the 21st, the logic design of the task of attracting new users gave a relatively low weight. From the 22nd to the 23rd, the improvement was made that a group of 3 people must get a diamond card, and it is only valid for new users (the rules are hidden). From the 28th, this task of attracting new users became a group activity and became the main task (similar to Pinduoduo tasks);

7. Synthesis probability: From the 17th to the 19th, the probability of winning is controlled. The probability of synthesizing a gold card is mainly controlled. From the 20th to the 22nd, the probability of synthesizing a Douyin diamond card is mainly controlled. For users who have a gold card, the probability of obtaining a gold card is average. From the 23rd to the 24th, Douyin diamond cards are distributed on a large scale. It should be because the probability of issuing Douyin diamond cards is increased by accumulating a certain number of cards and the amount of tasks completed on that day. (After collecting all the cards, you cannot continue to collect cards, and the remaining cards will be taken back by the system).

8. Withdrawal method: The money accumulated from video tasks and Spring Festival Gala red envelope tasks are separated (considered as two red envelope modules), and a withdrawal threshold is set, which effectively reduces costs and increases profits. (Although the user experience is weak, it really saves money.)

9. High compatibility: Hero quiz, red envelope rain, and囧妈 can be effectively placed on the main activity page, which improves conversion and has strong interactivity.

Case 2: “Red Envelope Conference”

Direct theme: Play games and share 500 million; Scope and time: January 14th - January 31st

Activity breakdown:

Extended activities of the red envelope conference: 1. Draw a 10,000 yuan koi red envelope: click 5,000 energy to get the red envelope; 2. Win a cash red envelope: click 5,000 energy to get the red envelope.

Case 3: “Red Envelope Rain Strategy”

Event time (January 17-January 25, 2020, with a special event at 10 o'clock on New Year's Eve)

Gameplay 1:

Dudu Cornucopia: You can get energy by sending treasures to the cornucopia with Dudu Mouth; God of Wealth Eats Ingots: You can get energy by opening your mouth and eating the ingots; Become a Child and Get Red Envelopes: You can get energy by grabbing red envelopes and avoiding homework with your hands; Joy Falls from the Sky: You can get energy by controlling your head to move the cornucopia to receive red envelopes; Red envelopes Put into Bag: You can get energy by sliding your finger upwards to put the red envelopes into the bag.

Strategy:

Entrance: Starts at 9:00 p.m. every night, and is usually announced 30 minutes in advance;

Preview: The entrance is at the top of the main activity page.

Case 4: "Ten Thousand Yuan Koi Red Packet"

Event time (January 14-February 8, 2020);

Number: 10,000 Koi red packets, each worth 10,000 yuan;

Strategy:

1. You have a chance to get a Koi red envelope by participating in card collection activities, sharing videos, watching red envelope rain, watching live broadcasts, drawing a 10,000 yuan Koi red envelope, or winning a cash red envelope;

2. Countdown of time and number of red envelopes;

3. To get the Koi Red Packet, you must post a relevant video;

4. Share duplicate cards with friends and invite friends. As long as the friend receives the Koi red envelope, the two people are related (there is a connection in the background).

Case 5: "Watch videos to get cash bonus"

Event time (January 25-February 8, 2020);

Watch videos: Watch one 5-minute video and one 10-minute video every day, and get a random cash bonus.

Title sponsorship: "Junlebao Milk Powder" (head sponsor), Shuidi Insurance Mall, HAVAL, China Unicom, Fanmilin, Fantasy Westward Journey, and Qunar.com;

Ecological products: Toutiao, Douyin, Xigua Video, Pipixia, Jimeng, Qingyan, Xingfuli, Douyin Volcano, Volcano Speed Edition, Tomato Novel, and Dongchedi.

Case 6: "Pipixia - watch videos, read comments, and earn coins"

Event time (January 24-February 8, 2020);

Watch videos: You will get a random gold coin every 30 seconds after watching the video. The gold coins can be exchanged for RMB.

Exchange rules: 10,000 gold coins = 1 yuan, 10,000 gold coins will be automatically exchanged for RMB at 0:00 every day;

Fixed amount withdrawal: 0.42, 0.50, 1.00, 3.00, 5.00, 15.00, 888 yuan, 7 levels of cash withdrawal.

7 tasks:

Task 1: Get a random gold coin every 30 seconds, which can be redeemed for up to 8.8 yuan in cash; Task 2: Watch the game advertisement video to get 200 gold coins; Task 3: Newcomers can withdraw 0.42 yuan after watching a 2-minute video; Task 4: Sign in daily to get 150 gold coins, and you can get 1,400 gold coins in 7 days; Task 5: Watch the video for 6 hours to get a pendant; Task 6: At 8 pm, there will be a red envelope rain draw; Task 7: Send red envelopes during the live broadcast.

Strategy:

1. Points exchange for cash. This method can be considered as the beginning of subsidizing C users. Let Pipixia take this model first as a pilot. In the future, ByteDance's product line may continue to subsidize C users instead of just subsidizing creators.

2. Open the Pipixia APP to participate in the event, which improves the event conversion entrance. 8.8 yuan and the fixed amount are considered as withdrawal limits, making the cost of funnel ROI smaller;

3. If the maximum amount can be 8.8 yuan, why is the fixed amount 888.0 yuan? It is assuming that the live broadcast red envelope rain will include cash rather than just points, but this rule is too complicated, and it is not known whether there will really be cash red envelopes.

Overall summary:

According to the time period, different periodic activities are scheduled for the three stages of the Spring Festival atmosphere. The six major activity modules can be designed for different stages, which is relatively reasonable, and the front page design is more open and supports activities more flexibly.

Withdrawal:

Withdrawal categories: 1. Card collection, red envelope rain, red envelope conference, and meeting gifts are all included in the Spring Festival red envelope withdrawal scope.

Withdrawal category 2. Cash bonuses for watching videos and signing in are task income, and can be withdrawn if the amount is more than 5 yuan.

ROI:

User contribution 1. Spring Festival red envelopes: for example, card collection (gold card + diamond card = 4.6 yuan + red envelope rain 0.5 yuan + red envelope conference 1.0 yuan + meeting gift 0.66, a total of 6.32 yuan)

User contribution 2. Cash earned from watching videos. For example, if you complete 7 tasks, you will get 3.4 yuan. It is estimated that you can earn about 1 yuan by watching 15 minutes of videos every day. You need to continue doing this for 5 days to be eligible for withdrawal (withdrawal > 5).

Total: 191,907,237 collected gold cards and got 300 million points (after average, each person can get 1.5632 yuan), 76,848,585 collected diamond cards and got 200 million points (after average, each person can get 2.6025 yuan), and collected both (can get 4.1657 yuan)

ROI overall conversion:

Big conversion funnel (participate in activities - to - participate in red envelope activities - to - withdraw cash), (participate in activities - to - participate in collecting gold cards - to - collecting diamond cards);

The funnel of these two major links;

Small link funnel (participating in activities-main venue activities-energy series tasks), (participating in activities-main venue activities-participating in collecting gold cards-number of daily participation in collecting gold cards), (participating in activities-collecting gold cards-collecting diamond cards-cash earned from watching videos), (participating in activities-main venue activities-red envelope rain activities), (participating in activities-main venue activities-hero answering activities), (participating in activities-main venue activities-hero answering activities), etc.

Segmented funnels (PUSH - participate in the main venue activities), (participate in the main venue activities - collect cards), (flash screen - New Year's Eve red envelope rain), (XXX video tasks - failed to accumulate 5 yuan and terminated on the 14th), etc.

The overall ROI is relatively high, and the gameplay draws on the "Meituan Takeout Card Collection Activity" and the understanding of the ecosystem. The initiator of the activity has a strong accumulation and innovative thinking on the business and the activity, which is worth learning from.

Areas for improvement:

1. The "marketing middle platform" needs to be further connected, from tags, to PUSH, to points, to real names, to bank cards and WeChat/Alipay, to verification;

2. Card mechanism: You can appropriately add sticky cards, universal cards, etc. to establish effective gameplay, which is more conducive to the participation of the activity;

3. Card recycling: users can send extra cards to each other through chat (to better utilize the function of Duoshan), and the platform can recycle cards (such as Alipay's city support and give a chance to draw a card);

4. Analysis of tags and active users: participate but do not use the card draw, participate users, share the QR code 1 time/3 times/7 times in total, share 1 time/3 times/7 times/other times per day, one card left to complete, gold cards collected, diamond cards collected, XX activities of the task set participated, XX activities not yet participated, etc. tags, more refined operations;

5. Sharing: You cannot use Duoshan to share products within Douyin products. This means that Douyin still positions itself as a content product rather than a social product, and its social attributes are relatively weak.

6. Build your own ecosystem’s mini-programs: Make each Toutiao product ecosystem compatible/jumpable, so that you can better form a closed loop;

7. "Invite 3 people to receive red envelopes, and you will definitely get a Douyin diamond card." In fact, you need to attract new users to get a Douyin diamond card. The threshold is relatively high, and new users may not be able to get a group because there is no good data tracking after registration;

8. Mini Programs on various platforms: Build your own mini program applications on the front end of third-party platforms on "WeChat Mini Program, Alipay Mini Program, Baidu Mini Program" to better allow users of other platforms to recall users who have used Toutiao products; and provide uninterrupted marketing subsidy strategies based on the use of Douyin users on other platforms.

2. Alipay [Collect 5 blessings to welcome the New Year]

"Collect 5 blessings and 500 million"
(Total 500 million)

“Alipay activity-screenshot”

Experience rating: ★★★★☆ Communication rating: ★★☆☆☆ Process rating: ★★★☆☆ Engagement rating: ★★★★☆ Visual ROI rating: ★★★★☆

Theme content: Collect 5 blessings and welcome the New Year

Deposit method (prize draw will be held at 22:18 on January 24, and automatic withdrawal will be made to Alipay)

Event time (January 17, 2020 0:00 - January 24, 2020 22:18)

Award-winning rights (500 million equally divided)

Publication address: PDF document available

How to play (collect 5 cards: Patriotic Blessing, Prosperous Blessing, Harmonious Blessing, Friendly Blessing, and Dedicated Blessing) Scenario mode (the APP end is a mini program, other scenarios are not available)

Communication method (interaction method with friends in the APP, no other methods available) Jump method (task and card sharing can jump to other APPs)

Reminder method (APP message push) Closed loop method (APP internal user closed loop) Card drawing method (the first stage draws the "Prosperous Chinese New Year" card, and the second stage draws the card to randomly get 6 diamond cards and 5 gold cards)

Synthesis method (Patriotic Blessing, Prosperous Blessing, Harmonious Blessing, Friendly Blessing, Dedicated Blessing, 5 cards) Event countdown (Lottery countdown)

Disassembling the task mechanism: pictures and text

Task 1: AR Scan Blessings: Scan the word "blessing" to get patriotic blessings, prosperous blessings, harmonious blessings, friendly blessings, and dedicated blessings at random; Task 2: My Home: Invite family members to get the chance to draw a blessing card every day;

Task 3: Ant Farm: Watering brings blessings. Watering for friends will give you a chance to get a secondary card, up to 3 chances per day. Task 4: Exercise: You can get random cards based on the number of steps you take.

Task 5: Ant Farm: Raise animals, feed them when wishing your friends a happy new year, and get cards randomly; Task 6: Global Blessings: 9 stations, you can help and send blessings from January 13th to January 23rd, and get cards randomly.

AR Lucky Sweeping Mission:

Key points of strategy:

1: Reward mechanism: Jingyefu is used to control the probability of getting Jingyefu, Zhanzhanfu is used to limit the probability of getting Jingyefu, and Wannengfu is used to control the sending volume in the last two days. Compared with Douyin's activities, the reward mechanism and algorithm relative model are much less, and there is basically no change compared with last year and the year before, and the logic is relatively clear;

2: Daily acquisition: According to the test, everyone’s tasks are fixed. Based on the calculation of the necessary tasks, everyone should get 5-10 chances every day. The cards also have a platform recycling mechanism, so the difficulty of collecting the cards is reduced a lot. (Even if your friend has 1 Jingyefu, you may not be able to get it even if you use it 10 times. The mechanism is better and reduces the risk);

3. Build my family: Use functions to connect family members together. Labeling and labeling operations can help repayment banking business and other financial products to improve attributes.

4. How many people have gathered: There will be real-time updates, and there will not be a situation where the amount increases by 10 million in 2 seconds.

Areas for improvement:

1. Build your own "marketing middle platform". Marketing activities such as card collection can be carried out together with "Ele.me, Hema, Gaode, Momo, etc.", which can expand the influence of the ecosystem instead of being carried out independently;

2. You can set some tasks for attracting new customers, repeat purchases, and other KPI tasks related to the product itself;

3. You can also design tasks that are related to other products such as "Jiebei, Huabei, Wugan", so as to better activate the product lines of other unified APPs.

Title sponsorship: Ant Fortune, Global Hui, Alipay, China Life Insurance, Sesame Credit, MyBank, China Telecom, etc.

ROI:

Collect five blessings: (500 million yuan, 316,455,696 people collect, and after equal distribution, each person can get 1.58 yuan, which will be automatically transferred to the account); conversion model: for example (number of people pushed - number of people participating in the activity - there is a probability of collecting the five blessings after completing XX tasks every day for XXX days - number of people who collect the five blessings - automatic withdrawal).

3. Baidu - Good Luck Chinese New Year

"500 million red envelopes to grab every day", "300 million red envelopes for team members", "200 million for good luck", "Unlimited 2020 yuan red envelopes for good luck"
(Total 500 million)

"Baidu Activities-Screenshot"

Experience rating: ★★★☆☆ Communication rating: ★☆☆☆☆ Process rating: ★★★☆☆ Engagement rating: ★★★☆☆ Visual ROI rating: ★★★☆☆

Case: "Collect good luck and share 200 million"

Deduction method (prize draw at 20:30 on January 24, manually bind bank card to withdraw)

Event time (0:00 on January 17, 2020 to January 24, 2020)

Publication address: PDF document available

Theme content: Good luck in Chinese New Year, 500 million red envelopes to grab every day

Award-winning rights (200 million for collecting cards, 300 million for reunion red envelopes)

How to play (collect 5 cards: Patriotic Blessing, Prosperous Blessing, Harmonious Blessing, Friendly Blessing, and Dedicated Blessing)

Scenario mode (app side is mini program, other scenario activation code and H5)

Communication method (no friends sharing in the App, activation code sharing is available)

Jump method (task and card sharing can jump to other apps)

Reminder method (APP message Push)

Closed loop method (closed loop inside APP)

Card drawing method (collect 10 cards, randomly drawn every day)

Combination method (prosperity, wealth, safety, team member, romance, health, children and grandchildren, slimming, noble people, wealth, 10 cards)

Event countdown (prize draw countdown)

Key points of strategy:

1. Group formation strategy: This solution leads to the formation of WeChat groups among friends at the beginning, forming teams with each other, effectively stimulating the probability of forming groups;

2. Sharing: Only WeChat, QQ, and Sina. Not available between friends for the time being;

3. Rules introduction: The rules introduction and strategy introduction have been simplified instead of being long texts.

Areas for improvement:

1. Build your own "marketing middle platform". Marketing activities such as card collection can be done together with "Baidu Finance, Haokan Video, etc.". This can expand the influence of the ecosystem rather than being carried out independently.

6 main activities:

Activity 1: "1 million 1.88 yuan red envelopes" from January 15 to January 31, watch ads to earn points, bet on the redemption code, and wait for the prize draw to win the red envelope;

Activity 2: "Palace Cats Celebrate the New Year" From January 23rd to January 31st, enter the Forbidden City page on H5 and find 28 kittens;

Event 3: "Spring Festival Content Giveaway" January 21-January 31, watch (movies, novels, comics, games) to win red envelopes;

Event 4: "Collect good luck and win 200 million" from January 15 to January 24, collect 10 cards to win a red envelope;

Activity 5: "Reunion Red Packets to Share 300 Million" From January 17 to January 24, play games and share 300 million;

Event 6: "Try your luck to win 2020 yuan" From January 17th to January 24th, try your luck and win red envelopes.

Side activities:

Film and TV original novels;
Hundreds of good books for free;
Become a god in a second;
Medical novels are limited to free reading;
Interview Video Challenge;
Spring Festival travel service area;
Receive 500,000 mutual aid funds;
"Rat" you have many tricks for a hundred years;

Celebrities who can leverage this momentum: Wang Ou, Huang Xuan, Xiang Zuo, Li Guangjie, Lang Lang, Hu Ge, Huang Xiaoming, Angelababy, Li Xian, Chen Kun, etc.

ROI:

Collect 10 lucky cards: (200 million yuan, 28,528,110 people collect, each person can get 7.01 yuan after splitting, manual withdrawal)

Title sponsorship: Du Xiaoman, Baixin Bank, China Mobile, Xiabu Xiabu;

Co-produced by: Baidu APP, Haokan Video, Kuaishou, Baidu Tieba, Baidu Speed Edition, iQiyi, Baidu Netdisk, Baidu Maps, and Qimao Free Novels.

Summarize:

1. Baidu is known to do marketing in a conventional way, starting with the 2018 World Cup marketing activities, so the overall process is relatively smooth;

2. All strategies are explained with videos, which is more in line with strategic logic and easier to understand;

3. You can form a team strategy, which is the main route to attract new customers and participate in activities, and is also a major feature of this event.

4. Kuaishou-[Like Chinese New Year]

"Collect cards and win 100 million yuan", "Spring Festival Gala red envelopes 1 billion yuan"
(Total 1.1 billion)

"Kuaishou Activity-Screenshot"

Experience rating: ★★☆☆☆ Communication rating: ★★☆☆☆ Process rating: ★★☆☆☆ Engagement rating: ★★★★☆ Visual ROI rating: ★★★★☆

Theme content: Like Chinese New Year and watch the Spring Festival Gala and get 1 billion points

Deduction method (the card collection will start at 18:00 on January 24 and end at 00:11 on New Year's Eve. You can withdraw the money by manually binding a bank card)

Publication address: PDF document available

Event time (January 17, 2020 0:00 - New Year's Eve 00:11)

Award-winning benefits (100 million points for collecting cards, 1 billion points for Spring Festival night)

How to play (collect 8 cards including Colorful, Fun, Fast, Hand, Click, Like, China and Country)

Scenario mode (APP H5)

Communication method (no friends sharing in the App, activation code + H5)

Jump method (you can jump out, but the link cannot jump back to the APP directly)

Reminder method (APP message Push)

Closed loop method (closed loop inside APP)

Card drawing method (collect 8 cards, watch the live broadcast and like it to draw red envelopes)

Synthesis method (Bin, Fen, Kuai, Shou, Dian, Zan, Zhong, Guo, 8 cards)

Event countdown (prize draw countdown)

Key points of strategy:

1. Get the exclusive IP of the Spring Festival Gala and become the main source of access to the Spring Festival Gala;

2. The “like” method gives users a strong sense of belonging to their hometown, which also meets the needs of users in the sinking market;

3. Do a good job of public relations in advance: H5 on the sharing page can be shared to WeChat groups and Moments, and it is not blocked (and 2 plans have been made, that is, the password can also be spread, only around the 17th and New Year's Eve night can H5 be spread, and the rest of the time is password);

4. Convenient withdrawal: WeChat/Alipay authorization allows immediate withdrawal, and the account system for our own users and third-party accounts is relatively complete.

Can be improved:

1. The experience of grabbing red envelopes on New Year's Eve is slightly worse than the Spring Festival experience of Baidu, WeChat, and Alipay, and the overall process is not smooth enough;

2. The IP of the Spring Festival Gala but not of celebrities can be used. The sinking market can find some comedians. The potential of skit actors to become celebrities is more in line with the Kuaishou user group;

3. The activities are not closely related to the business, and there may be problems such as insufficient manpower (and too little integration with videos);

4. The supply side is not strong. The UGC output around the Spring Festival is too little. It’s still the previous problem, insufficient manpower.

ROI:

Collect 8 good luck cards: (Each person can get 0.67 yuan after splitting, manually withdraw cash)

Spring Festival Gala Red Packet + Like: (Completed about 8 tasks and gave 3.99 yuan)

Summarize:

To acquire the Spring Festival IP, you must have sufficient manpower, R&D, marketing, operations, and staff, otherwise the return on investment will still be very low.

5. Suning-New Year Goods Festival

"200 million cash red envelope"
(Total 200 million)

"Suning event-screenshot"

Experience rating: ★★★☆☆ Communication rating: ★☆☆☆☆ Process rating: ★★☆☆☆ Engagement rating: ★★☆☆☆ Visual ROI rating: ★★★☆☆

Theme content: 200 million cash red envelope

Publication address: PDF document available

Deduction method (prize draw at 20:30 on January 24, manually bind bank card to withdraw)

Event time (no specific time)

Award-winning rights (200 million red envelopes)

How to play (invite friends, group unpack)

Scenario mode (native H5 in APP)

Communication method (no friends sharing in the App, can share with password)

Reminder method (APP message Push)

Closed loop method (closed loop inside APP)

Key points of strategy:

Slogans are great, but actions are all copied. (Imitating Pinduoduo’s daily activities)

6. Weibo - [Let the red envelopes fly]

"Collect cards for good luck, get 100 million on New Year's Eve", "Invite friends to share the New Year atmosphere and get 10 million in cash", "News red envelope season, cash drops every day"
(Total 110 million)

“Weibo Activities-Screenshots”

Experience rating: ★★★☆☆ Communication rating: ★☆☆☆☆ Process rating: ★★★☆☆ Engagement rating: ★★★☆☆ Visual ROI rating: ★★★☆☆

Theme content: Collecting cards brings good luck and sharing 100 million yuan on New Year's Eve

Publication address: PDF document available

Deduction method (prize draw at 20:30 on January 24, manually bind bank card to withdraw)

Event time (January 9-January 24, 2020)

Award-winning rights (100% reward, 100 million equally divided)

How to play (collect 6 cards including health luck, safety luck, fortune luck, promotion luck, romance luck and cheating luck)

Scenario mode (APP end is H5)

Communication method (share with friends in the App, you can share the activation code)

Jump method (task and card sharing can jump to other apps)

Reminder method (APP message Push)

Closed loop method (closed loop inside APP)

Card drawing method (collect 6 cards, randomly drawn every day)

Synthesis method (health luck, safety luck, fortune luck, promotion luck, romance luck, luck with cheating, 6 cards)

Event countdown (prize draw countdown)

Key points of strategy:

1. The overall design is relatively simple. "Borrowing the gameplay of Alipay", a set of routes that conform to the main line of card drawing is designed. It is quite standard and has weak spreadability;

2. The mission Jixian Road is more in line with the Weibo route, but overall (the color, interaction, and mechanism design are all relatively weak);

3. Weibo’s star effect, event effect and the Produce 101 event in cooperation with Tencent are not of the same weight or activity.

7. Jingdong-【New Year Goods Festival】

"888 yuan New Year's greetings are given for free" and "Everyone bombs the Nian monster and shares 300 million cash red envelopes"
(Total 300 million+)

“JD.com event-screenshot”

Experience rating: ★★★★☆ Communication rating: ★★☆☆☆ Process rating: ★★★☆☆ Engagement rating: ★★★☆☆ Visual ROI rating: ★★★★☆

Theme content: Everyone bombs the Nian beast and shares 300 million cash red envelopes

Deduction method (prize draw at 0:00 on January 24, manually bind bank card to withdraw)

Event time (January 1, 2020 0:00 - January 26)

Award-winning benefits (888 New Year's greetings, 300 million for bombing the Nian beast)

How to play (greeting the New Year and bombing the Nian beast)

Scenario mode (app side is mini program, other scenario activation code and H5)

Propagation method (password)

Jump method (jump within the site)

Reminder method (APP message Push)

Closed loop method (closed loop inside APP)

Strategic points:

1.6 greeting cards, there is a chance to get a red envelope when you wish a happy new year;

2. The Nian Beast will challenge you every day, and you can get 300 million points based on your basic breakthrough level.

Summarize:

1. Overall, we can see that JD.com’s design, products, and technology are relatively systematic;

2. Activities done purely for the sake of activity have little relevance to the product in terms of the mechanism of the activity.

8. Little Red Book - Big Red Packet

“Shake the little red ticket and share 100 million yuan”
(Total 100 million)

“Little Red Book Activity-Screenshot”

Experience rating: ★★★☆☆ Communication rating: ★☆☆☆☆ Process rating: ★★★☆☆ Engagement rating: ★★★☆☆ Visual ROI rating: ★★★☆☆

Theme content: Shake the little red ticket to share 100 million

Publication address: PDF document available

Deduction method (prize draw at 20:00 on January 29, manually bind bank card to withdraw)

Event time (0:00 on January 21, 2020 to January 29, 2020)

Award-winning rights (collecting cards and getting 100 million points)

How to play (collect 5 cards including peach blossom sign, wealth sign, health sign, career sign and small red sign)

Scenario mode (APP end is H5)

Communication method (no friends sharing in the App, can share with password)

Jump method (jump within the site)

Reminder method (APP message Push)

Closed loop method (closed loop inside APP)

Card drawing method (collect 5 cards, randomly draw every day)

Combination method (5 cards: peach blossom sign, wealth sign, health sign, career sign, small red sign)

Event countdown (award text reminder)

Strategic points:

1.5 signatures, you can win a prize by integrating them (there is no mechanism to increase the number of times, only the probability of synthesis).

Summarize:

1. It has no special features and is obviously unable to compete with other platforms in terms of traffic.

9. "Pinduoduo" - [Get 100 yuan in cash]

"Spring Festival Gala shares 1 billion"
(Total 1 billion)

“Pinduoduo activity-screenshot”

Experience rating: ★★★☆☆ Communication rating: ★★★☆☆ Process rating: ★★★☆☆ Participation rating: ★★★☆☆ Visual ROI rating: ★★★★☆ Promotion address: In the APP

Topic content: Get cash every day, 1 billion cash will be given away continuously

Deposit method (daily prize draw, manual bank card binding and withdrawal)

Activity time (during the Spring Festival)

Award-winning benefits (101 billion cash gifts)

How to play (invite friends, form a group)

Scenario mode (APP end is H5)

Communication method (no friends sharing in the App, activation code sharing is available)

Jump method (jump within the site)

Reminder method (APP message Push)

Closed loop method (closed loop inside APP)

Task Mechanics: Picture and Text

Task 1. Zhou Tao gives cash, watching videos gives cash; Task 2. Share with friends to get cash, more is given to new users, less is given to old users; Task 3. Grab a million red envelopes, more is given to new users, less is given to old users; Task 4. Monthly card gives you New Year red envelopes, open a classmate card to get red envelopes; Task 5. Welfare Center, complete (mini games, get 0 yuan goods, play love elimination, group purchase, watch live broadcast), and you will get 1 random red envelope respectively; Task 6. Friends withdraw cash, get who gives you help, random red envelope; Task 7. Guess the red envelope, which one of the three red envelopes has 100 yuan, and you will get a red envelope based on the number of levels you pass; Task 8. Zhao Fuxing, requires you to specify friends to get red envelopes;

Strategy:

1. Group buying mode, multiple people help you grab a red packet of 100 yuan (new users will get more, old users will get less);

2. The group-buying mode is task-based: more side quest sets are provided.

Summarize:

The activities during the Spring Festival are basically the same as previous ones, mainly Pinduoduo. From purchasing to marketing to activities, they all use the concept of pinduoduo to do things, which is a unique and persevering persistence.

10. Weishi - [One Billion Red Packet Carnival Year]

"1 billion yuan for Spring Festival Gala" and "200 million yuan for collecting hometown cards"
(Total 1 billion)

"Weishi Activity-Screenshot"

Experience rating: ★★★★★ Communication rating: ★★★★☆ Process rating: ★★★☆☆ Engagement rating: ★★★★☆ Visual ROI rating: ★★★★☆

Case 1 "Watch Video Task"

Topic content: 1 billion red envelopes every day

Verification method (real-time prize drawing, real-time withdrawal to WeChat balance)

Publication address: PDF document available

Event time (0:00 on January 14, 2020 to February 8, 2020)

Award-winning rights (200 million for collecting cards, 300 million for reunion red envelopes)

How to play (post videos, watch live broadcasts, watch short videos)

Scene mode (native H5 on APP and video on WeChat)

Communication method (no friends sharing in the App, you can forward the link and short video to WeChat)

Jump method (directly jump to WeChat and Weishi)

Reminder method (APP message Push, service number Push)

Closed-loop method (Weishi and WeChat have effective closed loop)

Celebrity IP: 27 celebrities appear in the video production, and different celebrity guests appear in the daily live broadcast at 20:00;

Strategic points:

1. Video experience bonus: New users can get the bonus directly into their account (new users of the activity);

2.1 cent random double: make a video, invest 1 cent, send it to a WeChat group, and after 8 friends click on it, you will get a red envelope;

3. Self-made red envelope: put your own money in the video, send it out, and after 8 friends click it, you will get the red envelope;

Case 2 "Hometown Card Task"

Phase 1: Collect all 5 cards of the province and you can get 66.6 yuan in cash;

Intermediate stage: On the fifth day of the Lunar New Year, 200 million yuan can be shared by collecting cards;

Phase 2: Continue to collect cards from other provinces, and you can share 100 million cash during the Lantern Festival.

Task set: Image and text

Daily hometown tasks:

Watch the video to get cash rewards
Get a card for taking a video
Invite new users to get cards
Send cards to friends
Grab the hometown card at 20:00 every night

More tasks:

Visit CCTV video +1 time
Shoot the same video to get a card +1 time
Tencent News +1 time
Visit QQ+1 time
Visit QQ Music +1 time
Visited the News +1 time
Tencent Video Blind Box +1 time
Open Tencent membership +1 time
Visit Tencent Mobile Manager +1 time
Visit Kuaishou+1 time

Unlock red envelope:

(The number of synthetic numbers nationwide reached 16.66 million)

1. Dragon Red Packet: 100,000 yuan x 10

2. Koi red envelope: 8888 yuan x 1000

Strategy:

Red envelopes can be withdrawn at any time, and cash is directly deposited into the account, rather than accumulating (you can get it by participating, and the timeliness is very good);
The entry threshold is low, and new users of the activity can directly receive a relatively large red envelope, which gives new users a strong sense of participation;
The task line can be done together with Tencent's ecosystem. This ecological thinking is more strategic;

4. The activities are interrelated. The users of products such as WeChat and QQ are independent, and the background for marketing is also independent, but they are interrelated in side quests.

Final summary

"Spring Festival Red Packet Grabbing" Strategy

Key points in game design: whether the probability behind the behavior is floating, whether there are multiple games in an H5 or only one, the rights and interests of the rewards, whether there is a countdown, etc.

In terms of closed loop: the game’s simplicity, fluency, closed loop of scenarios, balance between equity and return rate, dissemination method, and closed loop of the carrier between APP and WeChat.

In terms of details: whether the communication has fission properties, whether the text is attractive enough, the user experience, the push strategy, single or double embedding points;

Scenario design: What are your user carriers, and the correlation between communication scenarios and interaction scenarios?

Benefit design: What benefits do your users like? Do they like the gameplay or the size of the prizes? Is the benefit related to the main business?

Withdrawal plan: Most platforms that started out with content are still relatively weak in payment logic and withdrawal logic. This is a key point for future improvement.

Reward rights and interests are a form of subsidy and are also visible rewards. All rights and interests seem to be payments, but in fact they are just ROI values to achieve indicators such as (attracting new customers, retention, repeat purchases, and increasing DAU).

Conclusion

This analysis is done on the application strategy of "Spring Festival Red Packets", based on what kind of product, in what city, what user pain points are solved, in what scenario, what method is used, the strength of rights and interests, what effect can be brought, and how to measure the most reasonable and continuous optimization process.

Author: See the truth

Source: Jianshi

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