A comprehensive analysis of Pinduoduo’s “Get Cash Every Day” campaign!

Regarding Pinduoduo 's "Get Cash Every Day", the author checked the earliest information and found that this activity started around July, but was only promoted near Double 11. Subsidizing cash is a relatively money-burning activity. A rough calculation shows that as of now, Pinduoduo has subsidized at least RMB 6 billion for this activity.

After participating in the event, the author disassembled Pinduoduo's entire event setting and participation process to help everyone better understand how a participating user could be stuck in a dilemma, unable to move forward or retreat.

However, as a platform, the design of the event is quite powerful, which ensures the cost of acquiring each new user and firmly binds the users to the event.

The four-step cycle of design activities:

1. Trigger

In the triggering conditions, Pinduoduo has given enough space. This is also due to the fact that WeChat officially banned misleading promotional links on October 28, 2019. Therefore, text promotion on the WeChat platform has become a mainstream promotion method after being restricted.

To add, according to our current understanding, text promotion became popular when Taobao and WeChat were competing for links with each other.

To achieve the triggering conditions, several conditions must be met first. The most important one is trust. Trust starts from two places:

1. Brand trust
2. Trust between users

In addition to personal brand awareness, trust between users also depends on whether or not ordinary people have a few or a dozen WeChat friends who are most familiar to them.

In addition, with all the news of frauds being exposed on the Internet, many people will be skeptical about unfamiliar links sent by friends. Brand trust will reduce obstacles for users when promoting, making it easier to achieve.

Pinduoduo has been established for more than 4 years and has numerous marketing activities, media coverage, and listing activities, all of which have added points to the "Get Cash Every Day" activity. On the contrary, when it was first established, directly giving out cash may not achieve the desired effect. In addition, the users attracted still need to be converted, so the current node is more appropriate.

How to reach users?

When opening the Pinduoduo APP, many users actually don’t know where this activity is? It is hidden quite deeply, and mostly relies on discovered users to trigger undiscovered users and new users. Staying on the homepage of the app is more about promoting activity, and the means of promotion determine the cost of promotion.

Various joke tellers, various mutual aid groups, various friend circles

Pinduoduo’s goal is to reach new users who have not yet joined Pinduoduo on the social platform. WeChat is undoubtedly the largest social platform in China. When withdrawing money from Pinduoduo, it is directly withdrawn to WeChat wallet. Therefore, users must authorize WeChat to log in, including the first pop-up authorization login page, which is also WeChat.

2. Participation

For new users, after helping, they become a participant, so Pinduoduo will give you a relatively large cash red envelope to tempt you.

In addition, the invitation was from a friend. If it was not someone you know, you would either be questioned and rejected, or asked whether you were serious. When you become a real participant, you have already begun to trust and have started to contribute to the event. Pinduoduo is so generous that it gives out large red envelopes as an inducement.

3. Invitation

After receiving the support red envelope, there are generally two situations: either people give up directly and ignore it; or they become curious or interested, and thus take the next step, which is to try to "invite". As a user, whether they believe or are interested, they will enter and fall into Pinduoduo's marketing routine.

Because in terms of invitation, Pinduoduo gives new users greater behavioral encouragement. There is a famous user behavior term called "Fogg Behavior Model B=MAT', where B is Behavior, M is Motivation, A is Ability, and T is Triggers.

That is, when new users try to invite friends, the amount of feedback they give is relatively large and at the same time they are relatively close to the goal, they will have an idea in their minds that the goal is easier to achieve. The greater the feedback given, the greater the confidence increase.

For such activities, in the early stage, when users participate, we need to give them feedback that the task completion is relatively easy, so as to reduce the loss of participating users. If we give users feedback that the task is difficult at the beginning, it will result in fewer and fewer people playing the activity.

4. Withdrawal

Withdrawal is the peak time of the entire activity. Only after attempting the first withdrawal will users continue to the next time. Therefore, there is a high probability that old users will continue to invite next time.

When withdrawing cash, choose WeChat wallet instead of bank card or other methods. This will give a stronger sense of reality. In addition, when you click to withdraw cash, the sense of achievement will also be enhanced, which brings a good experience to users.

After the withdrawal is finally received, people will continue to post their orders, because the receipt of money can satisfy their desire to show off. At the same time, users will continue to invite others, because posting orders is to increase the sense of "I really got the money". At the same time, I want to invite those users who did not participate. Posting orders on WeChat wallet can promote the trust of others and add points for secondary dissemination.

Summarize

As a participant, it can be said that he exploited Pinduoduo's loopholes. In the early stage, whether he invited new or old users, there would basically be a few dollars of support amount. However, when it came to withdrawal, the distinction between the supporters as new and old users became more and more obvious.

That’s why it only costs 1 cent to invite a user. These are old users. If they are new users, the amount of support will be around a few cents. Therefore, the invitation strategy should be to invite old users first and then new users.

As an operator, the charm of Pinduoduo's promotion design this time is that it is basically linked together, trying to keep every participating user in the event as much as possible.

However, only large companies can afford such activities, with hundreds of millions of funds being given out in a single day. It is difficult for companies without strong financial strength to participate in these activities, but the marketing tactics can be used as reference, especially Pinduoduo's control over human nature is particularly good.

Author: Da Liu Xiaofei

Source: Da Liu Xiao Fei