Practical Tips | How to create an April Fools' Day event with 500,000 PVs in 3 days with 1,000 yuan!

The biggest phenomenon-level event on April Fools’ Day last week was Zhihu, which was launched by Zhihu. This is due to the fact that Zhihu itself is an excellent product, and secondly, Zhihu's interlocking promotion rhythm makes Zhihu's popularity inevitable. But for ordinary startups, both personnel and support resources are limited. How can we seize these festival time nodes to launch activities to achieve the effect of flooding the screen and attract exposure for the company's projects?

I will talk about how to launch a high-traffic event at zero cost based on the creative source, design and development, promotion methods, actual results, and downtime remediation operations of the April Fools' Day event plan of CodeBang (a technology crowdsourcing platform based on the programmer community).

Activity Creativity

First, let’s recall the four major themes in the circle of friends on April Fool’s Day last year: red envelope scammers, pranks, confessions, and commemorating Brother (Leslie Cheung).

Since confession is a basic need, the first thing we chose was how to help users confess. The first familiar scenario is that occasionally someone will post in the circle of friends: "The person I like has liked this post, so I will delete this post" or "I can pursue you, please like this post." Then we conceived the activity framework based on these familiar scenarios. However, since the entire plan process of the initial concept was relatively complicated, the technical consultant learned that it would not be developed within 2 days.

So I turned my attention to the topic of "playing pranks on people", and thought of the original meme that was popular in the circle of friends: Playing pranks on people in the circle of friends,

Friends Impression Activities:

Investigate user feedback (to prevent self-congratulation)

Many companies design activities but have no users who participate in them, and they are just fantasies within their company. Therefore, the premise for the success of an activity is: when the general idea of ​​the activity comes out (it is best to simply draw an interactive prototype), you should survey the people around you or planners in other industries: If there is such an activity, will they participate? This way you can test your ideas first (and at the same time gain seed users for the activity), and you can also get some optimization suggestions during the discussion.

After the theme is decided, the next thing to think about is how to highlight the user's feeling of being fooled, so that everyone who clicks in can feel the full screen of ridicule?

The interactive logic I designed is that every person who clicks in will see that they are the most sexy one.

Once the users who want to be mocked and spoofed are identified, they will be most exposed to various mocking and funny comic emoticons in WeChat chats.

When doing this kind of festive activities, the rhythm of technical development must be well controlled. It is worst to wait until the product UI is perfect before handing it over to development. This can easily lead to insufficient time reserved for technical development. The approximate demand framework must be given to the development in advance, and some specific UI details can be modified temporarily. Since this event was temporarily decided on March 30 (we originally planned to have an offline event for programmers to meet during the Qingming Festival), thanks to the great support of the programmers at Code Help, we developed and debugged the product and delivered it in just one day. Thank you again!

Promotion Methods

Most copywriting and event planning sharing courses focus on teaching how to write copy and how to be creative, but rarely teach promotion channels. On the one hand, large companies have a lot of traffic, and their events can be forwarded 100,000 times in minutes. For small teams, good wine will not be popular even if it is not well known.

Especially on April 1st, users’ Moments are full of various activities and their attention is scattered. How can we get a share of the chaos and enter the user’s circle of attention?

This is how I do it (I will skip this if you are rich and willful): find a KOL you are familiar with (one with more than 3,000 friends or the owner and active member of a high-quality group) and have him forward it on No. 1. If you can get more than 15 such people to help you post, the job is basically half done.

After the activity was tested on the evening of the 31st, I pushed it to my friends, and they all said the title was too vulgar and they were reluctant to repost it. Later, when I checked the background data, I found that the user sharing rate was too low. This made me realize that it was a pitfall (because I used to run a sex community in Chun Shui Tang, so the taste was heavier-_-), which is also emphasized above, you must do user research, you must do user research, you must do user research, to prevent self-satisfaction!

On the morning of the 1st, the copy was temporarily adjusted and a relatively fresh title was added.

Comparison before and after the change:

Ps: Standard configuration for an operation: more than 5 high-quality groups and more than 100 advertising groups of various types. Never go to Taobao to buy a group! Almost all the groups you buy are dead groups (don’t ask me how I know-_-). You have to accumulate information on your own or pull together with other friends.

I would also like to give special thanks to the Guangzhou-Shenzhen Internet community: Panwanshe. Great friendly support, thanks to the helmsman for not kicking me out, which allowed me to send the link to my friends in more than ten high-quality groups, thus starting the first round of explosion. Friends in Guangzhou and Shenzhen can add the single beauty helmsman (WeChat ID: Joyce555455) to join the group and play together~

Actual Results

For a successful campaign, in addition to promotion channels, choosing the right time to launch the campaign is also the key to its success. The popular WeChat red envelope photos before the New Year were also taken at 5 pm. At this time, it is close to getting off work, everyone is relatively free, and they will check their friends circle on their phones.

But April Fools' Day is a predictable hotspot, and there will definitely be many similar prank activities (in fact, I saw 7 similar activities in WeChat Moments). How can we ensure that users do not get tired of it and enter the user's circle of attention? When he wants to play, he will remember us?

This is how I chose: At 12 o'clock in the evening on the 31st, I sent the link of the event to more than 300 advertising groups. At this time, the data was growing relatively steadily. It was also at this time that I discovered that the ratio of the number of people participating in the event sharing to the total number of UVs was relatively low, so I immediately further optimized the sharing copy and the guiding copy. Especially the little emoticon placed next to "I want to play too": "Come on, let's hurt each other". After it was changed, the click rate increased 10 times.

Although we had done enough prevention in terms of technical risk control, there was still a half-hour downtime around 6 o'clock: at 5 o'clock, we saw such a sharp increase in traffic, and another friend and I were too greedy. We were not satisfied with the 3% conversion rate and wanted to add advertising space on the first page to increase brand exposure.

In order to avoid having your salary deducted by your boss, you can only use the following strategies to remedy the situation: 1. Shamelessly ask your friends to help forward the message again (it’s time to test your character). 2. Continue to send high-quality red envelopes in the group and ask group members who have not forwarded the messages to forward them. 3. Continue to send activity links in the advertising group. 4. Borrowed a friend’s marketing account (300 advertising groups) to send out the activity link. At 8:30, the peak traffic before the outage was finally restored. At 20:16, the event PV exceeded 300,000.

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