A wedding photography advertising case with a click-through rate of up to 5%!

In recent years, with the increasing number of businesses engaged in the wedding photography industry, competition has continued to intensify, and the homogeneity of products and business models has become more and more serious.

At the same time, more and more people born in the 1990s and 1995s have reached marriageable age. They are no longer satisfied with stereotyped shooting. The pursuit of individuality and quality has become the most important reference for young people when choosing wedding photography brands. Consumers' preferences force wedding photography companies to continuously optimize their product structure and enhance their refined marketing capabilities.

In March this year, Hefei Sofia Wedding Photography cooperated with Weimeng Mengju to place WeChat Moments advertisements, using advertisements to drive traffic to its own official account, achieving the dual effects of brand exposure and attracting customer traffic. The click-through rate of advertisements is as high as 5%, the cost of acquiring customers is reduced by 30%, and the fan conversion rate is increased by 40%, winning the "white-hot war" in marketing in the wedding photography industry.

1. High-efficiency customer acquisition through product and effect integration

The competition for golden traffic in the wedding photography industry is becoming increasingly fierce, and the high cost of advertising has become a core pain point for wedding photography companies. With the continuous entry of national and local leading brands, industry costs have gradually become transparent, the wedding photography industry has fallen into a brutal price war, and the average customer price has been declining year by year.

In this situation of tight golden traffic and fierce competition, Hefei Sofia Wedding Photography maintained a highly sensitive nose in brand promotion and began to place WeChat Moments ads. Relying on the 1.1 billion WeChat traffic blue ocean and leveraging the power of social communication, it attracted a large number of newlyweds to the store to take wedding photos, and also allowed the brand to quickly become a leader in the Anhui wedding photography industry.

The operations director of Sofia Wedding Photography said: "At present, the number of monthly active users of WeChat has exceeded 1.1 billion, and young people of marriageable age are accustomed to browsing WeChat Moments. Therefore, we seized the opportunity and took the lead in using Moments advertising in Hefei to reach a large number of potential users. This not only gained customers and seized the market, but also enhanced the brand influence. Now 70% of our customers are attracted from Moments."

2. "Amateur guest films" serve as the outer layer of advertisements, breaking the vicious circle of homogeneity and standing out

Nowadays, in the advertising promotion of many wedding photography companies, the product homogeneity is very high, user acceptance is low, and the advertising click rate and consultation volume are very unsatisfactory. To this end, under the guidance of optimizers, Sofia insisted on using real customer photos as promotional materials. Customer photos are more real and vivid than sample photos, making the advertisements stand out among homogeneous materials and effectively improving customer retention rates.

(Outer layer of advertisement)

Especially in the hot promotion during the National Day holiday this year, advertisers used "ordinary people's life photos" and exquisite customer photos as the outer layer of the advertisement, using a six-square carousel format arranged up and down , 3 exquisite sample photos + 3 life photos, with a sweet love atmosphere as the core, integrating a warm and natural artistic style. The corresponding adjustment of the outer layer of the advertisement increases the visual vitality, allowing users to empathize and increase the sense of substitution. The click-through rate of the advertisement is as high as 5%.

3. Immersive landing pages guide users to pay attention, and public account operations build a traffic "reservoir"

When users choose wedding photography products, the consumption decision cycle is relatively long. How to ensure user retention and activity during this period and speed up decision conversion is an important issue that Sofia Wedding Photography needs to solve.

"We hope to make Sofia the number one wedding photography brand in Anhui. Therefore, in advertising promotion, we not only expect sufficient brand exposure, but also hope to retain our loyal users." said the operations director.

Therefore, Sofia’s advertising landing page uses a mixed format of text + pictures to create an immersive experience. When the target audience sees Sofia’s advertising in the circle of friends, they can click on the outer 6-grid to directly reach the native landing page, increasing user reach and improving user experience.

(Shown is the advertisement landing page)

At the same time, based on the optimizer’s advice, multiple buttons are placed on the landing page to directly jump to the official account follow-up interface to improve customer conversion. Follow the official WeChat account of Sofia Wedding Photography to interact with the backend customer service, browse event information and historical articles.

(Backend public account operation diagram)

It is worth mentioning that in order to avoid diverting customers to the official account and becoming "dormant traffic", optimizers recommend that advertisers enable a 24-hour reply function and secondary reminder notifications. The intervention of manual customer service has significantly increased the conversion rate. On average, one potential customer can be generated for every two users who follow the official account, and the fan conversion rate has increased by 40%, with the conversion cost being less than 100 yuan .

4. Crowd targeting ensures accurate coverage

In order to let more people know about Sofia Wedding Photography and further enhance the brand awareness and popularity, Sofia did not restrict gender in the background targeting during the WeChat Moments advertising promotion, and fully covered young people aged 22-36 in Hefei.

In addition, advertisers have also set interest targeting for resource control, heavy users of life services, leisure groups, entertainment and leisure, sports experts, game enthusiasts, and behavioral targeting for news information, catering and food, culture and art, etc., and rely on the social relationship chain of WeChat Moments advertising to spread the advertising, ensuring the accuracy and breadth of the population covered.

Long-term and stable delivery has ensured the steady improvement of advertising effectiveness and the healthy operation of the company. The advertising click-through rate is as high as 5%, the customer acquisition cost has dropped by 30%, and the number of new fans in a single month has exceeded 10,000.

Optimizer Summary:

1) Sofia Wedding Photography insists on using amateur customer photos as the outer layer of advertising to attract customers, and is committed to increasing the click-through rate of advertisements to make the advertisements stand out from homogeneous materials.

2) The immersive experience of the native landing page can bring users a better viewing experience, increase users’ favorability towards the brand, and thus improve conversions.

3) The landing page can directly jump to the official account follow-up interface, which can reserve users for a long time, build Sofia Wedding Photography’s own private domain traffic, and continuously output consumption conversions.

The above cases can be used as a reference for the wedding photography industry.

Author: Small gathering

Source: Weimeng Mengju