Double Eleven e-commerce advertising case!

On the one hand, competition for traffic is intensifying, while on the other hand, the cost of acquiring customers remains high. How to break the growth bottleneck and build and activate private domain traffic is the primary challenge facing e-commerce merchants. According to Tencent's Q3 financial report, WeChat's monthly active users have reached 1.151 billion, and the daily active users of mini programs have exceeded 300 million. Moments ads can bring accurate traffic to e-commerce merchants, and mini programs are the best carrier for carrying traffic and facilitating transactions.

During this year's "Double Eleven" shopping carnival, e-commerce brands such as Lin Qingxuan, Semir, Erke, Metersbonwe, Anner, and Mengjie Home Textiles achieved a combination of product quality and effectiveness through an integrated marketing solution of WeChat Moments advertising + mini programs. Not only does it gain huge brand exposure, it can also effectively take over traffic, promote users to place orders and purchases, achieve secondary purchases and user retention, thereby precipitating into the merchant's private domain traffic.

1. Lin Qingxuan advertising case

Celebrity video ads attract attention, mini program pre-sale activities boost sales

Pre-sale activities can help merchants adjust their stocking rhythm in advance and produce reasonably according to demand; Weimeng Mengju provides short video creative planning and operation and delivery services to help brands improve advertising communication effects and achieve product and effect integration.

The outer layer of Lin Qingxuan’s WeChat Moments advertisement uses a large card video style, automatically playing a promotional video shot by Zeng Shunxi, the spokesperson for Camellia Body Oil, to penetrate the hearts of viewers with the appeal of a celebrity; the copy reads "Zeng Shunxi’s same Camellia Body Oil, place an order through the mini program and get an instant discount of 110 yuan", the same product as the celebrity + super high discount benefits, driving user clicks and curiosity.

Lin Qingxuan WeChat Moments Advertisement

Click anywhere on the ad to enter the mini program mall landing page. The homepage of the mini program is designed as a poster for the "11.11" stockpiling carnival season event. The event is mainly in the form of "pre-sale + exclusive gift + in-store pickup + 187 yuan self-pickup gift". The pre-sale event with multiple gifts attracts users to click and place orders.

On November 1, Lin Qingxuan's star product Camellia Moisturizing Oil started pre-sale on the WeChat mini program and achieved sales of 20,000 bottles in just 2 hours after it went online.

2. Anner advertising case

Parent-child warmth attracts mothers and encourages repurchase through mini program members

During holiday marketing, brands can leverage the warmth of parent-child relationships to attract mothers and increase popularity; the membership system can, to a certain extent, extend the user life cycle, increase user stickiness, and become the brand's private domain traffic.

In the “Double Eleven” holiday marketing, Annai Children’s Wear played the parent-child card, attracting young mothers to buy autumn and winter clothing for their children in the circle of friends. The outer layer of the advertisement adopts a large card style, with a pair of cute baby models jumping into the eyes, attracting the attention of the target family users; the titles "Super A Mom Battle", "Cooperative parent-child sweatshirt, super price 119 yuan", "Limited to 500 pieces", highlight the parent-child warmth and super high discounts, stimulating mother users to click and place orders.

Anner's WeChat Moments advertisement

The advertising landing page directly introduces the mini program mall. Users who register as members in the mall can get a 130 yuan gift certificate and two pairs of limited children's socks. The membership system of the Anner Mini Program Mall can not only encourage users to continue consuming, but also increase revenue and enhance brand value.

This promotion targets young mothers with purchasing power, with an age range of 25-40 years old and marital status of married and having children , in order to reach the target customer group to the greatest extent and enhance the promotion effect.

3. Metersbonwe advertising case

Mini Programs for group buying and bargaining directly meet consumer needs

Group-buying social e-commerce attracts consumers with low prices through group buying and bargaining; consumers then achieve fission by sharing mini-program links to increase exposure and conversions.

During the “Double Eleven” promotion war, Metersbonwe launched a huge discount event with a 10% discount and a red envelope of 10,000 yuan, and tapped into online traffic through “friend circle ads + mini programs” to attract a huge flow of customers.

The outer layer of the advertisement uses a large card style, with the words "11.11 all items up to 10% off", "only direct discounts, no tricks", and the real and credible huge discounts effectively stimulate users to click.

Metersbonwe WeChat Moments Advertisement

The inner layer of the advertisement uses the mini program as the landing page. In order to increase the exposure of the mini program, Metersbonwe launched group buying and bargaining activities , selected brand popular clothing, and attracted user clicks; the "0 yuan group buying" activity stimulated users to buy and share, brought new users to Metersbonwe's mini program mall, and increased brand sales.

In order to further improve the advertising conversion rate, Metersbonwe selected interest tags such as information control, leisure control, and home control , and the age group was selected as young users aged 19-35 who have a certain understanding of the brand.

4. Hongxing Erke advertising case

Landing page directly connects to the mini program for purchase, with high stickiness and high repurchase rate

The outer layer of Erke's advertisement also uses a large card style, highlighting the 11.11 promotions and special red envelopes to attract users to click.

Users can enter the landing page of the mini program mall by clicking on the outer layer of the advertisement. ERKE sets static coupons on the homepage of the mini program mall, such as "11.11 half-price for all items", 20 off for purchases over 299, 30 off for purchases over 399, and various discount combinations to attract users to collect coupons and browse product details. At the same time, as users scroll down to browse, each product on the product details page will display a special discount amount to attract users to place an order.

Hongxing Erke WeChat Moments advertising

In order to cultivate users' continuous visit habits, ERKE uses the "service message" functions of the mini program, such as order success notification and logistics progress notification, to guide users to visit again, enhance the stickiness between the brand and users, accumulate private domain traffic, and effectively increase users' second repurchase rate.

5. Semir advertising case

Moments advertising + public account content operation to strengthen repurchase

Official accounts can repeatedly reach, operate and retain users through content marketing, thereby improving conversion retention.

The well-known clothing brand Semir has gained a lot of brand exposure through WeChat Moments advertising, attracting users to click on the mini-program landing page to place orders. At the same time, it has retained users through in-depth operation of the official account and built a private traffic pool for the company.

In the era of social e-commerce, content marketing is very important for brands. Semir's official account has a huge number of fans, and the headlines of each tweet have more than 50,000 views. While operating existing users well, Semir needs to use the traffic environment other than the official account to accumulate private traffic and realize monetization.

Semir WeChat Moments advertising diagram

The outer layer of Semir’s WeChat Moments advertisement adopts a large card video style. The video introduces Semir’s featured product, the smart heated down jacket, in detail, which improves user favorability and purchase rate. Click to enter the landing page mini program mall, and the high-definition poster of spokesperson Bai Yu attracts users to place orders.

At the same time, Semir’s official account article push is closely linked to the WeChat Moments advertising, and tweets about Bai Yu wearing the same down jacket are pushed simultaneously. A mini-program jump button is added to the tweets to direct fans who read the articles to the mini-program mall to place orders. The linkage between content and advertising allows members who follow the official account to become Semir’s private traffic, expanding the brand traffic pool.

6. Mengjie Home Textiles Launch Case

IP co-branding + positioning promotion to circle regional customer base

As IP becomes more and more popular, brands can leverage popular IP collaborations to attract customers. At the same time, WeMall recommends that brands use creative videos for marketing promotion to gain users’ brand favorability and increase conversions.

Good products need to find consumers with needs. Mengjie Home Textiles met young people who love Mengjie white goose down quilts through WeChat Moments advertising.

Through the customized radiation function of local promotion, the promotion is positioned in the main areas of Kunming City, and coordinated with offline supermarket patrol activities to ensure the accuracy of offline traffic; the age targeting is single, newlywed and married groups aged 25-45 ; the outer copy is "A cute attack on Kunming Jingehuidu 11.11" and the store location is marked at the bottom of the card to attract accurate customer flow to the store.

Mengjie Home Textiles WeChat Moments Advertisement

The title "Mengjie Home Textiles×QQfamily" highlights this IP collaboration. QQfamily appears on Mengjie's white goose down quilt for the first time, and the cute culture arouses the curiosity of young people and guides users to click to learn more.

The inner layer of the advertisement adopts the form of a mini program, holiday copywriting + Mengjie promotional video to attract user attention. The brand video "Giving you the warmth of the world" vividly introduces the brand concept and product quality. Mengjie Home Textiles, a 63-year-old home furnishing brand, not only took advantage of the holiday season through such a WeChat Moments advertisement, but also leveraged WeChat Moments to effectively reach its target customer base, achieving product and effect integration.

Author: Weimeng Mengju

Source: Weimeng Mengju