After being flooded with ads featuring BMW H5, let’s talk about the effectiveness of WeChat Moments ads!

I believe everyone was flooded with BMW’s H5 advertisement yesterday. This H5 boldly used the title and picture "Has been quickly deleted", leveraging the user's curiosity to create suspense marketing . It can be said that daring to use this form is halfway to success.

H5 itself is actually a short video adapted for mobile devices. It uses a variety of cool special effects to allow every viewer to willingly help with secondary dissemination. Coupled with the spontaneous recommendations of various peers in the marketing and public relations circles, it broke through the circle and reached more than 100,000 views in about an hour. As of 12 noon today, the actual number of readings of the article has approached 450,000. Conservative estimates show that it is a case of millions of exposures.

But what I want to talk about today is not only this H5 that has been popular, but also at least three WeChat Moments ads launched by BMW China.

That is, since WeChat opened Moments advertising, BMW China has run Moments advertising three times in total, and the first and second times both coincided with special major events.

BMW’s first Moments advertisement coincided with its debut on WeChat Moments . In January 2015, WeChat announced the launch of Moments advertising with the phrase “Advertising can also be a part of life”. Just four days later, BMW, Coca-Cola and vivo got on the first train and became the first brands to advertise in Moments.

At that time, BMW’s advertisement used six pictures to form the word “悦”, with an H5 page where users could click to view details. The H5 page introduced a number of BMW models.

According to widely circulated data, BMW received at least 30 million brand exposures in the 3 hours and 15 minutes after the ad went online. In addition to the direct presentation in the WeChat Moments information flow, there were also a large number of indirect displays from screenshots shared in WeChat Moments and forwarding and sharing of the H5 page in the original ad. The actual total exposure of the long-tail effect may exceed 100 million times.

In December 2015, WeChat Moments advertising was upgraded and a new video advertising method was launched. This time, BMW China was among the first batch of video ads launched. According to the data officially released by WeChat, the second effect was also quite good. With the help of the combined advertising model of "short video + long video + H5" in the Moments video advertising, it effectively attracted a large number of audiences in the "native" environment of the Moments. BMW China's 6-second short video received 186 million views in a short period of time. In the long video, BMW used the fun form of Snake's "passing levels". With the help of secondary dissemination in the circle of friends, the entire long video was viewed more than 700,000 times, and the final H5 received likes and comments from 1.06 million users.

BMW’s second WeChat Moments ad received 130 million WeChat Moments exposures, 14% total short video click-through rate , nearly 200 million video views, and 1.06 million likes and comments in a short period of time. Judging from the published results, the effect is better than the first time.

The third WeChat Moments advertisement appeared recently. In order to promote the 2 Series model, BMW invited two famous stars in China, Han Ling and Han Geng, as representatives of the latest generation of hot moms and trendy dads. The purpose is to highlight the unique appeal of the BMW 2 Series Touring designed for families.

Unlike the previous two advertisements, this time BMW China chose a celebrity endorsement format that is closer to Chinese consumers, using the idol effect to increase brand exposure. Judging from the attention, the results should not be bad.

Also on WeChat, why did BMW China, after running multiple Moments ads in a row, choose to launch an H5 ad last night, driving into the Moments at high speed with the roar of its engine? Excluding the factor of multi-channel marketing, one possibility is that since the WeChat Moments advertising has been opened to self-service delivery and the threshold for delivery has been lowered from 200,000 to 50,000, more and more brands can appear in everyone's WeChat Moments. In other words, it has become increasingly difficult for WeChat Moments ads to create a certain sensational effect.

Any brand that wants to turn its WeChat Moments advertising into a successful case that goes viral must make it a "big event." This is why everyone has been talking about BMW's first two advertisements, because they were based on big events. This is also why so many brands are vying for Papi Jiang’s first advertising auction, because this kind of “first” bonus only comes once, and it will become more and more difficult to replicate in the future.

Because of this, BMW needs to try more forms besides WeChat Moments advertising, such as last night’s H5.

However, the success of BMW H5 does not mean that all brands can follow suit and make the same H5. In other words, BMW can succeed because it is BMW, but it is not necessarily the case for other brands to do so. You probably still remember that the "Mobile Page User Behavior Report" released by Tencent not long ago mentioned that the average sharing rate of H5 was only 3.93%. It is much more difficult than you think to create a screen-sweeping H5. Moreover, it is said that the production cost of BMW's H5 is not cheap.

Whether it is WeChat Moments advertising, H5, or other forms, each has its pros and cons. What brands need to consider more is perhaps whether to use the right form to make the right advertisement at the right time.

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