Good news at the beginning of the year: a review of selected Spring Festival marketing cases in WeChat Moments

Before the Spring Festival, the native promotion page ads for Moments videos were officially launched, attracting 16 customers to preemptively launch a total of 21 ads, brilliantly interpreting their respective brand stories, with a total advertising exposure of nearly 1.7 billion. For example, this Porsche advertisement may seem low-key, but it actually contains a lot of secrets. It has definitely swept the circle of friends with its strength. Have you received it?

Porsche WeChat Moments advertising creative idea

The video native promotion page ads have a static yet dynamic video outer layer, coupled with an extremely fast and smooth full-screen interactive experience, allowing brands to break through past "boundaries" and tell wonderful brand stories from the inside out in an immersive, undisturbed content environment.

Click the link to learn more about video native promotion page ads

Taking advantage of the Spring Festival, the marketing campaign at the beginning of the year came to a brilliant conclusion

By comparing the data of various brands before and after the launch of hot advertising during the Spring Festival, we found that: by leveraging native video promotion page advertising, brands not only gain both favorability and popularity, but also more effectively stimulate consumers to actively search and purchase. For example, after Lancome launched its advertisement, not only did brand preference increase by 21%, but consumer purchasing intention also increased by 17%. (Data source: Brand lift research on people who were exposed to advertising and those who were not exposed to advertising, sample size: 555)

Today we will review those wonderful cases that successfully took advantage of festive hotspots during the Spring Festival and see how various brands played with video native promotion page ads.

Millet
The outer layer video is shocking and eye-catching, paying tribute to the future with black technology

To cater to people's desire to look forward to the future in the new year, Xiaomi used its concept model Xiaomi MIX as the protagonist to tell the high-tech story of its products in the circle of friends on New Year's Eve.

Xiaomi Moments advertising creative idea

The highly impactful outer layer of the video helps Xiaomi grab consumers' attention and attract users to click into the inner layer of the advertisement to learn more details. In the inner layer of the advertisement, the full-screen product video was very powerful and won a lot of applause for Xiaomi. This advertisement helped Xiaomi achieve an average user stay time of 43 seconds on the inner landing page and increased the button click rate by 100%. In addition, through a third-party data survey, consumers' purchasing intention increased by 27% after the advertisement was released, and the perception of stunning appearance increased by 32%. (Data source: Brand lift research on people who were exposed to advertising and those who were not exposed to advertising, sample size: 505)

Dove

Embedded videos perform heart-warming dramas, encouraging users to "order sweetness"

On the eve of the Spring Festival, Dove sincerely invited the nation's daughter Guan Xiaotong to perform a touching and heartwarming little drama in the circle of friends.

Dove WeChat Moments advertising creative idea

The suspenseful video cover attracted a lot of attention for Dove, receiving nearly 6 million clicks, far exceeding the industry average. In the inner layer of the advertisement, the embedded video page helps Dove tell a moving story. While carrying the creative theme of "Year after Year of Blessing", it naturally displays Dove's products in front of users.

Under the catalysis of the Spring Festival emotional card, the highly expressive browsing experience resonated with users, and warm words such as "home", "mom", and "blessing" appeared frequently in user comments. Users’ sharing and forwarding earned Dove 2.87 million additional exposures, ranking among the top advertisements launched during the same period.

Erie

Full-screen video is "star-studded", and celebrity flash mobs create a vibrant Spring Festival

In the New Year's goods marketing war, Yili gathered many of its product spokespersons to send energetic New Year's greetings to users through flash poster videos, creating a passionate festive atmosphere.

Yili WeChat Moments advertising creative idea

Many users left interesting comments such as "Yili is full of energy today", which shows that the highly contagious full-screen experience, coupled with the New Year's "Home Full of Vitality" advertising creativity, successfully aroused emotional resonance among users.

The advertisement helped Yili win the hearts of consumers, increasing consumers’ overall brand preference for Yili by 17%[1]. The browsing behavior of consumers exposed to the advertisement on a well-known e-commerce platform increased by 29% compared to those who were not exposed to the advertisement[2], and the number of orders increased by 305%[2]. (Data source [1]: Brand lift research on people who were exposed to advertising and those who were not, sample size: 512; Data source [2]: Cooperation with a well-known e-commerce platform, comparing website behavior data of sampled people who were exposed and those who were not exposed)

Lancome

360 panorama + short video to stimulate user participation and interaction

On the eve of the Spring Festival, Lancôme held a creative lantern riddle guessing activity and generously distributed 10,000 lucky bags of its star products including the Little Black Bottle and Miracle Perfume in the WeChat Moments, attracting many users to participate. The click-through rate of the landing page button ranked first among the first launches.

Lancome’s WeChat Moments advertising creative idea

In the inner layer of the advertisement, Lancôme’s carefully crafted origami image of the zodiac animal comes to life on the screen with the backdrop of 360-degree panoramic images and short videos. With a unified and elegant style, combined with a highly interactive browsing experience, Lancôme fully demonstrates the creative theme of "New Year's Beauty".

This advertising campaign successfully conveyed Lancôme's elegant and high-end brand message. In addition to increasing consumers' brand preference and purchasing intention for Lancôme, through the integration of e-commerce platform data, it was found that searches and browsing for the brand increased by 352% and 114% respectively. (Data source: Cooperating with a well-known e-commerce platform to compare the website behavior data of sampled exposed and non-exposed people)

Honor of Kings

The long picture is clear at a glance, and the game characters are cheering to assemble

During the Spring Festival, King of Glory mobilized all its game characters to send New Year's greetings red envelopes to users in the circle of friends.

Relying on a combination of dynamic and static content formats such as embedded videos, full-screen videos, and long pictures, Honor of Kings vividly creates a lively scene of game characters greeting each other and "200 million friends gathering for fun." Fitting with people’s desire for good luck during the Chinese New Year, the creative idea of ​​heroes sending red envelopes successfully attracted users to interact and download games.

Glory of the Kings Moments Ad Creative Schematic

The performance of this round of advertising ultimately exceeded expectations. The eye-catching game content and lively and interesting presentation brought millions of new registered users to Honor of Kings, and attracted more than 500,000 users to jump to the Spring Festival event page to receive game benefits. The CPA for attracting new customers is much lower than expected, while the ROI is higher than expected. New registered users brought in by WeChat Moments ads have much higher spending performance in games than other new users in the gaming market.

Moments ads connect with hundreds of millions of users in social scenarios, attracting widespread attention from consumers and helping brands achieve impressive results during marketing hotspots such as the Olympics, auto shows, and the Spring Festival. At the same time, relying on the immersive experience of native video promotion page ads, brands can use holiday marketing as a fulcrum to vividly interpret brand stories and upgrade their marketing value in a content environment without boundaries.

During the Spring Festival, in addition to the above brands, many brands such as Mercedes-Benz, Adidas , McDonald's, Wrigley, Audi , KFC, Pizza Hut, Buick, Cadillac, and Licaitong participated in the placement of video native promotion page advertisements.

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

The author of this article @微信广告助手 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!