[Promotion Case] How was the campaign that brought about a net increase of 60,000 users in 6 days created?
![[Promotion Case] How was the campaign that brought about a net increase of 60,000 users in 6 days created?](/upload/images/67cc1a61d7dc7.webp)
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A week before the Mid-Autumn Festival last year, an event called "Class Monitor, Take Me Out to Have Fun" swept major universities in Beijing. In just 6 days, more than 1,000 classes from more than 30 universities in Beijing competed fiercely for the opportunity to go on three free group trips. The official account of the organizer Chaoxi Calendar gained more than 60,000 users through the event. This event took less than a week from planning to execution, and the organizer, Chaoxi Calendar, was only a small account that had only been operating for a few months. How was such an effect achieved? Below is the activity experience sharing by the operations manager of Chaoxi Calendar. 1. Back to school season, holidays, group travel: do the right thing at the right time The main highlight of this event is the free group trip. The event starts on the evening of September 19th and ends on the evening of September 25th. The theme and timing are quite appropriate for the occasion. Because most universities have just started the new semester at this time, and most students do not go home during the holidays, there is a general demand for group travel. Especially for freshmen, who have just formed a class, it is very necessary to form class cohesion through collective activities. Facts have also proved that the freshmen of Class 2015 played a leading role in this activity. In addition, the event was held a week before the holiday, avoiding the peak of various marketing activities during the double holidays, ensuring that the event could attract sufficient attention among the target population. 2. Novelty, Intuitiveness, and Simplicity: Good communication methods are crucial The rules of this event are very simple. Each class can initiate a travel plan, then invite friends to support it, and finally be ranked according to the number of supporters. How to disseminate effectively is a key issue. The usual practice is to generate a voting page for users, who share the link to invite friends to vote. However, users often cannot vote directly. Instead, they need to follow the official account first, then enter the activity page and use the code to find the voting object before they can vote... The whole process is very complicated. In this event, we cleverly used the authentication service account's ability to generate QR codes with parameters to spread the message and allow voting in the form of invitation cards. The general process is as follows: after a user creates an activity, they will receive a card with a unique QR code. This QR code is both the entrance to follow and the entrance to vote. After the user scans the code and follows the official account, they will immediately receive a link to the voting page and can complete the voting by entering the link. This form has the following advantages: 1. The novel form is easy to attract attention. Today, everyone has become immune to the various marketing links that are rampant in WeChat groups and Moments. Many people are averse to links, and when they see a link that is obviously a marketing campaign, they are too lazy to click on it. However, when seeing a picture with good design, many users are still willing to click on it. 2. Cards can present more content. Another disadvantage of links is that short titles don't convey much information. But cards are different. They are both an entrance to an activity, an introduction to the activity, and visual temptation. The probability that users will choose to proceed to the next step after seeing the card will be greatly increased. 3. Optimized the user operation process. Scan the code, follow, and vote. The whole process is simple and clear. The experience is much better than previous similar activities. 4. Avoid links being blocked or banned. Due to official WeChat control, links under the same domain name will be blocked if they spread too quickly in the circle of friends in a short period of time. In other words, after a user shares something to Moments, his friends cannot see it! But using cards perfectly avoids this problem. Although we also provided traditional sharing link methods for dissemination and voting, data analysis later showed that sharing cards had an absolute advantage, which was also a key factor in the success of this event. 3. Get the squad leader: Focus on publicity This event is aimed at all college students, but when carrying out various online and offline promotions, we deliberately emphasized the special role of class monitor. For example, our promotional slogan is "Class monitor, take me out to have fun", and the title of the online article is "Happy Valley, villa tour, real-life CS... the whole class can play for free! Class monitor, wake up and get the benefits!" In addition to regular publicity, we also carried out key publicity to the class monitor groups of some universities through various channels. The result of this strategy is that after seeing our promotion, many ordinary students’ first reaction is to forward it to the class monitor, or send it to the WeChat group with @班长. After seeing the publicity, the class monitor will actively or passively organize activities to benefit his classmates out of a sense of responsibility or at the request of his classmates. This method ensures the conversion rate of publicity. 4. Field promotion ≠ handing out flyers: let the field promoters become agents For this campaign, we distributed more than 30,000 flyers in more than 30 universities in Beijing. How can we ensure the effectiveness of this promotion? This is a problem that many event organizers are troubled by. Our ground promotion this time mainly focused on the following aspects of work. 1. All sales personnel are selected from students of this school. Many of them are student leaders or club leaders, ensuring that field sales personnel are sufficiently familiar with the environment and have a high sense of responsibility. 2. Provide adequate training to field sales personnel. For every field salesperson, we will introduce in detail the highlights, rules, operating procedures, and detailed requirements for distributing flyers of the event. And encourage them to promote through their own WeChat Moments , campus BBS and other channels. 3. Implement a performance reward mechanism. This may be the most crucial point. In addition to paying field sales personnel for their work, we have also developed a reward mechanism based on the school's participation in activities (determined by factors such as participating classes and the number of participants). This actually developed the field sales staff into our agents in various schools, greatly improving their enthusiasm and thus ensuring the effectiveness of the field sales. 5. Mutual complementation, mutual benefit and trust: Find a good partner This event was jointly organized by us and the Beijing University Student Tourism Alliance. The Tourism Alliance provides all the prizes for the event and has a relatively complete campus agency network in many universities, which are what we really need. The technical support and online operation capabilities of Chaoxi Calendar are also what the Tourism Alliance lacks. Through this event, the Tourism Alliance promoted its brand well among college students in Beijing, and the tourism business during the double holidays also saw immediate growth. The two sides complemented each other and benefited from each other, and both achieved their respective expected goals, which was also a key factor in the success of the event. In summary, this is an activity aimed at specific areas and groups of people. The target population is not particularly wide, but because the details in timing selection, communication methods, publicity strategies, and specific implementation are well done, the effect is still good. I hope this can provide some reference value to friends who operate public accounts. You are welcome to communicate and discuss with me. 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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