[Case] ​​How did Tmall’s 618 Fans Carnival get fans excited step by step?

Tmall launched a new concept of the 618 festival - Tmall Fans Carnival, intending to dilute consumers' existing impression of JD.com's 618, redefine 618, and swirl the screen and topic over and over again. In traditional offline advertising spaces, we can also see the love-hate scenes between JD.com and Tmall. 618 is coming soon. From the launch to now, what has Tmall done to make fans carnival step by step? What methods can we learn from in the process of event operation?

On May 25th, Tmall just finished the #Tmall Brand Day# event and started promoting the #618 Fans Carnival#. They are really working hard! Speaking of 618, this is JD.com’s anniversary celebration. However, in order to compete with JD.com’s 618 anniversary celebration, Tmall wants to put its own mark on 618 and launched the 618 Fans Carnival. From its launch to now, what has Tmall done to make fans excited step by step? What methods can we learn from in the process of event operation?

Tmall has many ways to make fans crazy. Sister Xili has summarized seven fancy plots and talked about how to learn from them when organizing activities.

1. Super fan card + self-media big V Gu Ye soft text advertisement

The 618 Tmall Fan Carnival was officially launched on May 25th. Fans will be given benefits as soon as they have a disagreement - Super Fan Cards. Fans just like this simple and rough love. The promotion of super fan cards was also done through social media. Ever since the Alipay copywriting became popular two years ago, Gu Ye has maintained a close and ambiguous cooperative relationship with Alibaba. He was also invited to do soft advertising for this Tmall Fan Carnival.

On May 25, Gu Ye published a long picture and text titled "Why We Keep Cats" on Weibo and WeChat. It was forwarded 814 times on Weibo, received 456 comments, and was liked 1,059 times. On WeChat, it was read over 100,000 times (should be higher), received 1,300 likes, had 51 visible comments, and the comment with the highest number of likes was 2,396.

Talking about the history of cats and then Tmall, this routine is deep enough, and many people commented that they have already seen through it, but this does not prevent us from becoming Tmall's cat slaves!
Reference: Ask big Vs to create advertisements or repost them. As long as the money is in place, they can do anything.

It is important to target some marketing accounts and analyze which ones are more in line with your brand tone and whether their fan base is generally consistent with your brand. Secondly, some advertising and marketing accounts in the industry are organized. You can find an organization and use whatever package you want, as long as you have money.

Let me tell you a secret. You can find the customer service of the marketing company by searching on QQ. For example, if you search for "Gushan Culture", you may find the resources you want.

2. Bundle with super IP to leverage its power and create a fan-exclusive peripheral list

Keywords: Angry Birds, Barbie, Hello Kitty, World of Warcraft

From May 26th to 29th, four consecutive Weibo posts were released in collaboration with the Super IP, releasing a list of peripheral products exclusively for Super IP fans, which attracted a large number of fans to watch and participate in the interaction.

1. The game "Angry Birds" is popular all over the world, and its peripheral products have also been popular among people. Coincidentally, the "Angry Birds" movie will be released on May 20. During the period when the movie is popular, this super IP can be bundled to promote itself, opening the first link of super IP to bring fans.
2. The very next day, Tmall released a list of Barbie doll peripherals. No matter if you are a tomboy or a cute girl, a real gay or a sissy, you probably once had a girlish heart and a princess dream. Once upon a time, I could only afford counterfeit Barbie dolls. I sewed clothes for the dolls, combed their hair, and loved them as if they were my own. Now, I can finally buy authentic Barbie dolls easily. This is definitely a dream come true.
3. Hello Kitty has even collaborated with more than 20 big brands, and has a large number of peripheral products, ranging from jewelry to 3C digital products. Hello Kitty has many supporters in the entertainment industry, such as Ruby Lin, Fan Bingbing, Wu Xin, Lady Gaga and other stars who themselves have a large number of fans.
4. On May 29, Tmall teamed up with the movie "World of Warcraft", which was released in less than 10 days, to provide themed peripheral products for enthusiastic players, and sounded the classic slogan "Horde or Alliance", calling on fans of this super IP to take sides. "Warcraft" has been released for a week and the box office has exceeded 1 billion yuan, which shows its appeal.

Reference: Cooperate with influential brands to guide fans to participate and turn them into your own fans.

Papi Jiang’s Taobao store just opened on June 13th, and the only 3 styles of World of Warcraft-themed T-shirts in the store, totaling 297 pieces, were sold out. Someone even copied her Taobao store and sold 662 pieces of the same T-shirts... We have to say that the copycat store owner knows how to use the power of others to his advantage! I want to give him a thumbs up...

3. Brand endorsement stars came to congratulate and say hi to fans

Keywords: flower boy, flirting, spokesperson, fan base, fanaticism

Tmall has invested a huge amount of money to invite spokespersons from major brands, including the new husband Song Zhongji, EXO, Liu Shishi, Zhao Wei, etc., and today they announced Jiro Wang!

There are a lot of "husbands" in this video, so please bring your own tissues before watching.

When your idol interacts with you in front of the screen and calls on everyone to buy, what else can we say? Buy it, this is the most direct action to support your idol!

Reference : This...

4. A Station and Amap’s multi-brand joint marketing boosted the market

Keywords: Station A, Amap, What’s Worth Buying, Douyu TV

Tmall has no problem engaging in joint marketing. In addition to the big brands that have entered Tmall, there are also external brands that help to promote it, such as:

1. AcFun Danmu Video Network launched a welfare activity for anime-related products, "The money I spent on krypton and the hands I chopped off over the years", which attracted 37,578 people to watch and 2,371 comments, and was very popular.
2. Amap launched a navigation voice package for Wang Yuan, one of the members of TF-BOYS. The copywriting “Use Amap for green travel, and party with big brands at Tmall Fan Festival” also harmoniously expressed the cooperation between the two brands.
3. What’s Worth Buying cooperated with the topic #Have you read the manuals of home appliances# initiated by Tmall to publish a promotional Weibo, taking advantage of fans’ curiosity to throw out some items that are difficult to understand without the manual, attracting fans to watch. Tmall also reposted the post, combining it with the electronic product brands of the day, asking fans to fill in the blanks and interact with fans.
4. On June 13, Tmall and Douyu Live jointly created the #618Tmall Fans Carnival Night# e-sports night, using the peak showdown between the LGD and VG teams to get fans of both teams into a carnival.

Reference : Find some brands or platforms related to your own brand to cooperate with, and let other brands bring you along when they plan activities.

5. Create topics to interact with fans and keep the interaction going

Tmall wanted its fans to have a party, so in addition to interacting with fans through topics, it launched the topic #Big Brand Seven Days Talk# on Weibo and invited Zhang Yixing to join in the fan carnival. Zhang Yixing himself launched #Yixing Yixing Yixing Buy Buy Buy#, and the topic was nine blocks away from all the previous topics. How crazy are his fans? !

1. #Big Brand Seven Days Talk#

He started the topic on May 29th, and talked with fans for seven consecutive days from May 30th to June 5th.

Topic: [Will you show her your phone? 】、【Do you still cover yourself with a quilt when the air conditioner is on? 】、【Do you read the manuals of home appliances? 】、【Will boys get extra points if they can cook? ], [Who should I listen to when decorating my home], [Do you feel particularly beautiful after taking a shower? 】、【Who should prepare the milk powder in the middle of the night? 】.

The topics created are very lifelike and revolve around discussions on gender relations. The social posters are also very lifelike.

2. #Yixing is obsessed with shopping#

Zhang Yixing, nicknamed "Little Lamb", really has a lot of true fans. On June 13, "Little Lamb" Zhang Yixing posted a Weibo post like this:

After Zhang Yixing started the topic #艺兴一意买买买买#, it received 60,000 reposts, 110,000 likes, and more than 20,000 interactive comments on his Weibo in just 7 hours.

On Weibo as a whole, the topic exceeded 100 million in half a day, and the number of discussions exceeded 100,000. Isn’t it amazing? It’s many times more than the previous topic!

In fact, this is the second time that Zhang Yixing has "teasing fans" through in-depth cooperation with Tmall after the second season of "Go Fighting" was broadcast. It seems that when brands hire the right celebrities to do their advertising, as long as they find the right people, not only will the data be good, but fans will also be "attracted" even when they just watch the ads.

Reference: It is important to find the right person, someone with a lot of fans. Even some Internet training academies now will find some big guns to teach. These big guns often have a large number of fans, which can bring countless times more traffic to the platform!

6. Live streaming is very popular, and celebrities are invited to live stream

Mobile phone live streaming has become a new mainstream communication method. Many brands use live streaming to do marketing when they hold events. We call it live streaming marketing. Durex has done live streaming marketing many times before. Tmall has its own live broadcast entrance and does not need to rely on other platforms because it has sufficient traffic. By leveraging its own traffic advantage, it can attract a large number of fans to participate, post barrages, and send gifts.

On June 13th, 30,000 foodies ate 40 tons of crayfish during the #Tmall 10,000-person lobster banquet live broadcast

Today (June 14th) the news was announced that Jiro Wang will be live streaming on Tmall on June 16th.

In addition to Tmall Live, we mentioned earlier the cooperation between Tmall and Douyu Live.

Reference: Live broadcast, live broadcast, live broadcast, important things should be said three times. However, live streaming is not that simple. It requires adequate preparation and strong execution to ensure that no problems occur during the live streaming and to prepare emergency measures.

7. Support from variety shows such as "Go Fighting" and "Our Law"

In addition to the six tricks mentioned above, Tmall also adds to its fan carnival by naming and sponsoring popular variety shows and exposing them to fans of the popular variety shows. Is this a new round of 618 brainwashing?

After JD.com’s 618 anniversary celebration became popular last year, it quickly became a marketing festival for all the Internet e-commerce giants. Suning also held 618 (remember the advertisement where Deng Chao kept shouting 618?), Alibaba also held 618… This year, Tmall launched a brand-new 618 festival - Tmall Fans Carnival, which was intended to dilute consumers’ existing impression of JD.com’s 618, redefine 618, and repeatedly swipe the screen and topic. In traditional offline advertising spaces, we can also see the love-hate relationship between JD.com and Tmall. 618 is only a few days away, and we don’t know who will win or lose, but the tension is indeed starting to increase…

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