10 million new users in 7 days. How did Faceu become the first in the App Store free list?
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Without any warning, the special effects camera "Faceu" became the first "explosive" APP in 2016. Starting from January 15, it jumped to the top of the App Store's free list in just 3 days. As of January 25, Faceu ranked first in the overall list for a week in a row. In just 7 days, Faceu gained nearly 10 million new users. (Faceu download data in the Android market ) Faceu is another new work created by the Faceu team. However, the person behind the scenes who made Faceu a "hot-selling" product was not the Faceu team, but a team from a Beijing company called Yijian New Media Promotion and Marketing Company, which was responsible for marketing Faceu. It is understood that the company provides digital marketing consulting services to customers based on new media data mining and user analysis. It now has 3,000 celebrity opinion leaders and 20,000 self-media accounts, covering platforms such as radio, Weibo, WeChat, Space, Zhihu, and Kuaishou. The company's CEO Bi Xiaoni told Bird Brother's Notes the complete process of this marketing promotion . Analyze the core features of the product and find the market entry point: This APP is poisonous After receiving this project, we spent half a day analyzing the characteristics of this product, including its user framework, and determining the appropriate communication copywriting style. The main features of this product are "cuteness" and "funny", but there are already many similar products on the market. If it wants to become a "contagious virus", it needs to find a point of difference. Meitu XiuXiu is the most powerful processing tool in the field of pictures, Xiaokaxiu is the most entertaining software in the field of videos, and Xiaokaxiu is both a media platform and a good content community. We finally decided to highlight the cute, funny and beautifying features of Faceu videos. #全民吐彩虹# Popular event marketing , creating a national communication atmosphere The general promotion on Weibo is to post nine-grid pictures. In fact, this form of promotion weakens the functional points of the product itself. Faceu has an in-app video beautification function that allows users to add stickers such as rabbit ears and cat ears. What we first thought of was topics like #全民贴耳#, but this is not very attractive, and "贴耳" is not very likely to stimulate users' interest in participating. Finally, we thought of the "spitting rainbow" feature. After some testing, we found that this method was very good, so we chose the topic #全民吐彩虹#. Finding the most suitable "trump card": Wei Jia, Yu Menglong We analyze the attributes of our target users, which can be called user portraits. The user group that likes to use Faceu should be the young people born in the 1990s and 2000s, who are more willing to try new things. We guessed that they would like to watch Hunan Satellite TV, so we decided to choose a host from Hunan Satellite TV as the key opinion leader. A key factor we took into consideration is that there should be relatively more female users in our target user group. Therefore, in order to maximize the communication effect, it is best to choose a male opinion leader. Finally, we think Wei Jia is the most suitable, and his personal style is also consistent with the funny characteristics of Faceu's products. Secondly, some time ago, many people were obsessed with a very "dirty" online drama "The Rise of Phoenixes". The user group who likes this kind of TV dramas also belongs to our target users. Yu Menglong, one of the leading actors, has driven many female users crazy with his image of a classical handsome man in the play, so we chose him as our second opinion leader. After the celebrity spread, we arranged for two internet celebrities to spread the word on Weibo every day, to further create an atmosphere that everyone is playing this APP! In my opinion, compared to Faceu, Faceu has more functions and will last longer. Through Weibo hot event marketing, two celebrities brought 20 million exposures and Internet celebrities brought 80 million exposures. This Weibo marketing brought in nearly 10 million new users.APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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