Advertising strategies for the four hot-selling industries during Double Eleven!

Double Eleven is approaching. In the e-commerce battlefield where there is no smoke of gunpowder but the competition is extremely fierce, how can advertisers achieve good marketing results? Today, I will share the digital marketing strategies for four hot-selling industries: beauty and cosmetics, maternal and child care, clothing, and snacks. We hope to help relevant marketers achieve a double harvest of exposure and sales in the upcoming “Double 11” promotion!

Beauty and skin care industry

Material optimization strategy

1) Through Meishu’s experience in “Double 11” advertising over the years and the capture and analysis of “Double 11” advertisements, it was found that “discount” is the core creative point of relevant beauty and skin care advertisements. The copywriting content with high click-through rate includes: "Pay a deposit and get an instant discount", "Limited time offer", "Limited quantity half-price", "Grab a 200 yuan no-threshold coupon", etc.; in addition, "Double 11", "11.11", and "Double Eleven" are also essential keywords in the materials, which can take advantage of the hot spots of major promotions and effectively attract consumers' attention.

2) “Double 11” advertisements are everywhere. In order to successfully attract users’ attention and promote clicks and conversions, in addition to the conventional “Double 11” keywords (Double 11, big promotion, discount, full discount, etc.), the copy should have 1 to 2 bonus elements. For example, the copy can be written in combination with seasonal characteristics (dryness in autumn and winter), usage scenarios (commuting, shopping, travel, etc.) or pain points of the crowd (peeling, acne, etc.), and personalized display, which will make it easier to stimulate users’ desire to click on the ad. For example: "The savior for dry skin in autumn and winter", "A must-have for commuting and all-day makeup holding", etc.

3) Whether it is skin care products or beauty products, the purpose of consumers’ purchase is to become beautiful! Therefore, according to Meishu’s experience in advertising, high-definition and textured product images, reasonable and layered arrangements and combinations, paired with high-end and quality-enhancing backgrounds (preferably light tones such as gray, white, and light pink), and clear and concise copywriting, can better suit the aesthetic tastes of people who love beauty and improve advertising conversions!

Advertising strategy

1) The "2019 Toutiao Beauty User Insight Report" released by Toutiao and the "White Paper on Chinese Beauty Consumer Purchasing Habits and Demand Insights" jointly released by Kantar Worldpanel and Taobao Beauty Business Friends Association both show that female consumers born in the 1980s, 1990s, and 2000s are the main consumer groups in the beauty and skin care industry; and according to the "Smart Investment·New Makeup—Beauty Advertising Effectiveness Analysis Report" jointly released by Toutiao and Miaozhen System, it was found that the conversion (click) population of beauty advertising is mainly high-income groups in first-tier and new first-tier cities. Therefore, Meishujun recommends targeting these groups during the “Double 11” campaign to improve advertising accuracy and exposure.

2) Generally speaking, there are no restrictions on the channels for the beauty industry. Tencent, Alibaba, Toutiao, as well as Douyin, Xiaohongshu, Zhihu, Douban, Kuaishou, Bilibili, video clients, etc. can all be used as channels for matrix delivery in the beauty industry. In addition, according to Meishu’s experience in advertising: some young and fashionable media, such as the reading APP Kuaikan Comics that aggregates a large number of post-95s/00s, the couple application APP Xiao Enai, as well as the white-collar women’s fitness APP Daily Yoga, and the photography and beautification APP Meitu XiuXiu, can also help beauty brands locate more potential valuable users. Advertisers in the beauty industry should develop a channel combination strategy that suits them based on product attributes, target population characteristics, media target population matching, media overlap (i.e. the overlap ratio of target populations between multimedia) and promotion budget.

3) Generally speaking, the demographic labels that can be selected for beauty and skin care advertisements include: fashion/entertainment/online shopping/beauty/skin care/sports/health/mother and baby/travel/luxury goods, etc.

Maternal and child industry

Material optimization strategy

1) Meishu’s experience in advertising for maternal and infant products shows that creative ideas with warm tones (light pink, beige, etc.) echo the warmth and tenderness of mothers and can also arouse their desire to click on ads.

2) TalkingData's "2018 Maternal and Infant Industry Insight Report" shows that mothers and infants are more susceptible to interest/demand-related advertisements. Therefore, in the "Double 11" advertising materials, it is recommended to focus on exploring user needs and then highlight star products. In addition, the main factors influencing the purchasing decisions of mothers and infants include expert opinions, celebrities (new celebrity dads and moms), and endorsements by well-known mother and baby experts. Therefore, relevant elements can be appropriately added to the materials to allow users to form initial recognition and interest in brand advertising.

3) Brand copywriting can make mothers feel valuable and that they can learn knowledge from it, which may be more likely to arouse their interest. Such as "How to bathe a newborn baby?", "What must be prepared for a newborn baby?".

4) "Mother's love" is the eternal theme of maternal and infant product advertisements. Therefore, the display of high-quality and reputable products (pictures), accompanied by advertising slogans full of warmth and love, will be a plus. For example, “My biggest wish is to watch you grow up healthy! (A milk powder advertisement)”.

5) In order to comply with the “Double 11” promotion concept, elements such as coupons, gifts, and discounts are also indispensable in the materials, and brands should add them selectively.

Advertising strategy

1) iResearch's survey on the maternal and infant population shows that the maternal and infant population is mainly composed of women aged 25-40 (nearly 80%); industry preferences include shopping, parenting, financial management, socializing, health, and photography; lunch break at 12:00 noon and after 21:00 in the evening are the active times for the population. Therefore, these can be used as targeting conditions for the “Double 11” maternal and child advertising to increase advertising exposure and clicks.

2) iResearch survey also shows that there is a high degree of matching between maternal and infant users and social (WeChat, Weibo), video (Tencent Video, Youku), short video (Tik Tok, Xigua), information (Tencent News, Toutiao), and music (NetEase Cloud Music, Kugou) APP groups; in addition, some female parent-child (Meiyu), children's education (Kaishu Tells Stories), photography and beautification (Meitu, Wuta Camera), and parenting community (Babytree) media also gather a large number of highly accurate maternal and infant users, and therefore can all be used as key delivery channels for maternal and infant brands' "Double 11" delivery.

3) TalkingData's "2018 Maternal and Infant Industry Insight Report" shows that graphic, text, and short video advertising formats are more easily recognized by mothers and infants, and have relatively better click-through rates.

4) The maternal and infant industry has clearly shifted to third-tier and fourth-tier cities and below, and the “Double 11” campaign can choose to expand traffic in lower-tier cities.

Clothing Industry

Material optimization strategy

1) The "2018 Clothing Consumer Insight White Paper" released by Tencent Data Lab shows that consumers are more likely to "stock up" due to promotions. Therefore, the "Double 11" advertising materials contain elements such as "discounts" and "offers", which are more likely to arouse the interest of people who pursue high cost performance and low discounts. For example, Meishu launched the "Double 11" advertisements for Han Du Yishe, such as "Starting from 58 yuan" and "50% off for the same items as celebrities".

2) With the upgrading of consumption and consumers' pursuit of personalization and fashion, they may pay less attention to the "functional" attributes of clothing products, and instead pay more attention to trying on effects, wearing scenarios, design fashion, etc. Therefore, clothing advertising materials are best presented with real people trying on clothes in real scenes, and should be as close to real life as possible, so as to make users feel involved and trigger emotional resonance, thereby promoting "grass buying".

3) It is recommended to produce multiple versions of creative (with different recommended items, styles, models, copywriting, etc.), and in the actual advertising execution, use A/B Testing and actual data feedback to select the key ones with the best click-through rate.

Advertising strategy

1) Tencent Data Lab's "2018 Clothing Consumer Insight White Paper" shows that social, news and information, video, music, games, sports, reading, and beauty apps are commonly used by the main clothing consumers. Brands can be targeted.

Snack industry

Material optimization strategy

1) Casual snacks do not have strong instant consumption attributes, but they do have certain impulse consumption attributes. Therefore, the materials are produced in combination with the current scenarios and pain points of the target population, and solutions are given based on the product's advantages, such as: "Are you hungry after staying up late playing games? XX will make you full of blood again!" This will more easily arouse consumers' emotional resonance, hit their G-spot, and stimulate their urge to buy.

2) Advertising design involving food usually takes into account the user's senses, so that the user will immediately "have an appetite" or desire to buy after seeing it. To this end, Meishujun recommends: In terms of material color matching, you can choose warm colors such as red, yellow, and orange, and try to make the food look more tempting and delicious through richer colors (but sometimes the base color should be determined according to the specific type of snack. For example, advertisements for weight loss snacks are mostly based on light colors such as green, white, and light pink, emphasizing light meals, weight loss, health, etc.); in terms of layout design, if the product has a lot of content, it is especially important to layout it reasonably to avoid confusion.

Advertising strategy

1) The "2018 China Food and Beverage Industry Brand Rejuvenation Research Report" released by the New Consumption Industry Research Center shows that the current mainstream consumer group in the snack industry has gradually shifted from the middle-aged generation in their thirties and forties to the new generation born in the 1990s and 2000s with a population of nearly 300 million. Therefore, Meishujun recommends: If the brand budget is limited, it can focus on the post-90s/00s generation; if the brand budget is sufficient, in addition to the post-90s/00s generation, it can also target the post-80s generation.

2) Based on the young characteristics of the audience, Meishujun recommends that in addition to placing ads on conventional mainstream media channels (such as Toutiao, Weibo, WeChat, iQiyi, Tencent Video, etc.), brands can also focus on channels with "youthful" attributes, such as short video apps (Tik Tok, Kuaishou), live broadcast apps (Momo, Huajiao), music apps (NetEase Cloud Music), karaoke apps (Maichang, Changba), as well as other types of young people's "gathering places" such as Kuaikan Comics, Daily Yoga, and Xiao Enai mentioned above.

3) Summarize people’s living habits and find the best time to place ads, such as 16:00-18:00 in the afternoon (“afternoon tea” time, when people are prone to fatigue and hunger) and 21:00-24:00 late at night (time for being alone/playing games/watching TV series, when people are prone to feeling empty and hungry), so as to improve the timeliness and attractiveness of ads and effectively promote conversions.

The “Double 11” marketing war has already begun. If brand owners in various industries want to win on "Double 11", on the one hand, they need to work hard on products and services; on the other hand, they also need to optimize digital marketing ideas, combine big data + programmatic technology to understand the market, understand the audience, and formulate the best delivery strategy. Only in this way can we stand out and win in the fierce marketing war!

Author: Meishu Technology

Source: Meishu Technology