Case analysis of information flow advertising at home improvement exhibitions!

In the hope of further expanding the market and attracting new fans, the 19th Floor Home Expo cooperated with 360 Smart Business to accurately identify and attract the crowd, and achieved the marketing goals of increasing the number of forms, reducing form costs, and attracting enough target groups to the event.

No matter where you live, there must be a website that collects all local life information like a life assistant. In Hangzhou, this website is the 19th Floor Space. The 19th Floor Space is a platform dedicated to providing free communication on local life consumption and emotional issues in Hangzhou, and has accumulated a large number of fans. each year,

The 19th Floor holds offline home expos, attracting many home improvement-related companies and dealers to participate, and receiving unanimous praise from local people in Hangzhou.

The 19th floor home expo site

As a popular "regular program", the 19th Floor Home Expo insists on "seeking innovation and change" in the hope of further expanding the market and gaining "fresh fans". In 2019, the 19th Floor Home Expo cooperated with 360 Smart Business, hoping to use the power of the Internet to accurately find more people interested in home decoration, attract them to fill out the Home Expo form, and go to the event site.

01. Is it a bit difficult to find him/her among the crowd? DMP and crowd package can do it!

Internet users searched for "Home Expo"

At the same time, the 19th Floor Home Expo and 360 Smart Business also analyzed the "online surfing psychology" of netizens, and integrated people who have browsed the 19th Floor official website, competitor websites, decoration company websites, etc. and are likely to be interested in the 19th Floor Home Expo, and customized them into advanced population packages as a supplement to the search-targeted population, accurately expanding the population coverage area.

02. How can information flow advertising be powerful? Original materials and creative copywriting are here to help!

In-feed ads using native creatives

Copywriting is also an important part of information flow advertising. The 19th Floor Home Expo and 360 Smart Business screened out effective copywriting through testing, and analyzed that the target group's attention was mainly focused on content such as "bargain prices, discounts, and free tickets". Based on this situation, they matched copywriting such as "Everyone in Hangzhou buys furniture here, the prices are so cheap that 90% of people don't know about it!" to fully attract the curiosity of the target group and guide them to click.

Information flow ads that make people "can't help but click"

Through this marketing campaign, the 19th Floor Home Expo achieved significant improvements in click-through rate and form acquisition. Moreover, we can also draw some lessons from this: native materials can create a better atmosphere and attract the target group; but good copywriting will not always be good copywriting, and it is necessary to continuously output freshness during the delivery in order to attract more target groups.

The advertiser said: Our cooperation and communication with 360 Smart Business this time was very close and pleasant. We not only achieved good marketing results, but also converted old fans and gained more new fans through this marketing. At the same time, during the delivery process, we deeply felt the continuous polishing and dedication of our colleagues at 360 from strategy to material optimization. Their pursuit of perfection was truly reflected in the final marketing effect.

The above sharing cases come from 360 Smart Business.

Author: 360 Smart Business

Source: 360 Smart Business