Event operation: Tips for attracting new customers with red envelopes!

From Alipay's Five Blessings campaign to the Pinduoduo and Meituan takeaway red envelopes that you see every day in WeChat groups, red envelope activities have always been the most direct and effective means for businesses to attract new users and increase user growth. I believe that even if you have never done a red envelope activity, you are very familiar with it. Today Dingdang wants to share a red envelope activity that I previously did using a mini program.

With only 20,000 users participating in the event, it attracted more than 300,000 users and millions of PVs in one week. We have directed 150,000+ fans to the Zhiyin official account, and the cost of following each fan is less than 0.35 yuan (calculated based on 7-day retention data).

【Table of Contents】：

1. Growth strategy: user tiered incentives to amplify effects, and reward mechanisms to control costs
2. Risk control mechanism: WeChat anti-blocking points, anti-betting mechanism
3. Process design: Real-time payment builds trust, and closed-loop process expands communication
4. Functional design: combining the advantages of mini programs to amplify the communication effect
5. Data model: numerical design to control costs, conversion rate model to optimize paths
6. Online operation: online data monitoring & analysis, customer service entrance monitoring
7. Easter Eggs

This model is suitable for the financial industry, e-commerce industry, and platform products that use red envelopes as bait to attract new customers (mini programs, public accounts, and apps).

PS: Due to commercial confidentiality agreements, some of the activity data involved in the following content are converted and not real data, and are only for display purposes.

1/ Growth strategy

1.1 User tiered incentive amplification effect

The general red envelope activity is like this: mini program - receive red envelope - follow the official account - receive successfully.

↓↓↓Heilan Home red envelope activity↓↓↓

The red envelopes with communication fission are like this: open the first red envelope - invite friends to open 4 more red envelopes - withdraw money - follow the official account (or authorize a mobile phone number) - real-time payment.

↓↓↓Sports Steps Mall Red Packet Activity↓↓↓

Dingdang has done a lot of fission activities when designing the red envelope model. From the data of previous activities, ordinary users can only invite 3 to 5 people, but some KOLs who have their own channels and communities can even bring thousands of people.

However, the two previous red envelope models did not design incentives for this group of users, and the potential energy of these KOL users was not brought into play.

Therefore, Dingdang added a "ranking" module when designing the red envelope model:

The rankings are divided into daily and weekly rankings. The daily rankings are cleared at 24:00 every day, and the weekly rankings are cleared at 24:00 every Sunday.

If there is a clear end time for the event, the “weekly ranking” can be changed to “overall ranking”.

Through such tiered rewards, users’ motivation to spread the word can be maximized.

• Basic rewards: Invite friends, follow the official account (you can get money just by moving your hands)
• Daily ranking rewards: You can participate in the ranking every day (to stimulate the comparison psychology of ordinary users)
• Weekly ranking rewards: weekly ranking (to stimulate KOLs’ competitive mentality)

In terms of the choice of prizes, Dingdang chose cash red envelopes, which have two advantages:

• 1) It is highly universal and users can easily perceive its value
• 2) Convenient to adjust the amount (use a smaller amount in the early stage, and increase the amount if the effect is poor)

Note: Red envelopes are only suitable for products and platforms targeting the general public (if platforms targeting specific groups use red envelopes as rewards, the subsequent user retention will be very poor).

1.2 Reward mechanism to control costs

The reward mechanism , as the name suggests, is to reduce the user's withdrawal rate and lower the customer acquisition cost by increasing the threshold in various ways.

The user has completed the dissemination, but still needs to complete some complex operations before withdrawing the money.

[Increase withdrawal threshold]: Download the APP, follow the official account, authorize your mobile phone number, register an account...

2/Risk Control Mechanism

The most important thing in doing red envelope activities is risk control. If risk control is not done well, it may lead to user loss at the very least, and at worst, the bonus money will be swiped and the account will be blocked. Especially in the WeChat ecosystem, special attention should be paid to the risk control of mini-programs and official accounts.

2.1 Key points for preventing WeChat from being blocked

1) Mini Program Anti-Blocking

There are two main paths for determining violations of mini-programs in the WeChat ecosystem:

1. User report - WeChat review - rectification or account suspension
2. Mini Program traffic growth exceeds WeChat risk threshold - manual inspection - whether there are misleading copywriting & functions - rectification or account suspension

User reports: Most of them are "users feel cheated". It may be that the copy is not clear, or there may be bugs in the product. In this case, we need to set up a customer service entrance in the mini program to solve the problems reported by users.

Traffic control: For newly registered mini programs, the UV should not exceed 10W within a few hours.

2) Public account anti-blocking

In the WeChat ecosystem, the violation determination path for public accounts is the same as that for mini programs:

• User report: Add the customer service WeChat ID to the automatic reply of the official account to help users solve problems
• Traffic control: bind multiple public accounts to the mini program, and distribute traffic according to the proportion when users follow it
• Public account carrying capacity: The daily increase threshold for a newly registered public account is generally around 5,000. The daily increase threshold for an old account is the highest daily increase in fans in history + 1,000.

Note: If the red envelope activity is done with an independent mini program, you must add some actual business to the mini program, otherwise it will be judged as "online earning" by WeChat and directly blocked. Try not to use sensitive words such as "share", "follow", "cashback", "first level and second level" in the copy.

2.2 Anti-bedding wool mechanism

There are generally two ways to make illegal money:

1) Directly attack the payment interface

For this kind of situation, we can do risk control through the following means:

• Payment interface technical defense (you can ask the technical GG for details)
• Users need to authorize WeChat information before they can participate in the event, raising the threshold
• Set daily withdrawal limit
• Design a daily payment limit for each user in the merchant account, and a reminder for large withdrawals

2) Manipulating a large number of accounts through group control systems

For this kind of situation, we can do risk control through the following means:

• The backend monitors the user's income data, sends email alerts to abnormal users, and manually reviews and freezes the withdrawal function.
• If you divert traffic to APP later, real-name authentication is required for withdrawals, increasing the threshold to prevent the black industry from sending red envelopes in batches
• The previous risk control blacklist was filtered, and when entering the event, it was prompted that the user could not participate

3/Process Design

Real-time payment builds trust, and closed-loop process expands communication:

With red envelope activities everywhere today and users having been scammed so many times, the issue they care about most is “ Is this activity real ?”

When users open the red envelope for the first time, they may have this question, so Dingdang designed a "withdraw" button here so that users can withdraw cash directly to solve the user's trust problem. When the user follows the official account and withdraws successfully, the mini program will be pushed to the user again to guide the user to continue spreading

4/Functional design

4.1 Design functions based on growth strategy & risk control mechanism

After the above strategies are sorted out, we can design corresponding functional modules according to the corresponding strategies.

4.2 Combine the advantages of mini programs to amplify the communication effect

Before choosing the carrier of the red envelope model, let’s compare the advantages and disadvantages of mini programs and H5:

• If the core requirement is to import traffic from outside WeChat and guide the download of APP after fission, it is recommended to use H5
• If you are in the WeChat ecosystem, the core requirement is to follow the official account... It is recommended to use mini programs

In the WeChat ecosystem, by leveraging the advantages of mini programs, we can maximize the fission effect and utilize traffic efficiently.

5/Data Model

5.1 Numerical design to control costs

In this red envelope model, Dingdang designed a total of 3 red envelopes to meet different product needs:

1. Registration red envelope: This is the first red envelope received by the user. The amount of this red envelope is also the key to influencing the activity.
2. New user red envelope: refers to the red envelope that can be opened after a user successfully invites a new user
3. Recall red envelopes: Recall users to participate in activities through template messages in the mini program

By adjusting the above three values ​​during the activity, you can control the cost of the activity and the speed of traffic.

When the traffic speed is too fast, the registration red envelope amount can be reduced to reduce user participation motivation, thereby reducing the traffic growth rate.

Note: When users withdraw cash for the first time, the default withdrawal amount is 0.3 yuan to prevent users from leaving the activity after withdrawing cash all at once.

5.2 Numerical testing to find the best magic number

After determining the above red envelope types, we still need to conduct some small channel tests before formal promotion to find out the magic number with the best effect for each red envelope type. After multiple tests, Dingdang found that for the sinking user group:

• Registration bonus: The best effect is when the amount is 0.3 yuan
• New user bonus: It is best to use a random value within a certain range, and the amount between 0.12 and 0.15 is the best.
• Recall red envelope: Since it is only used to recall users, 0.01 yuan is enough

6/Online operation

6.1 Monitoring Data

Before the project goes online, sort out the data model in advance, and update the activity data after the promotion, or every 2 to 3 hours to ensure that the core indicators are normal (customer acquisition cost, key conversion rate)

6.2 View customer service messages

2 hours before the project goes online, always pay attention to user feedback from each customer service portal, find out the cause and solve the problem in time

For details, please refer to Dingdang's previous article

Introduction to Data Analysis: How to do data analysis in user growth projects

7/Two Easter eggs

Easter Egg 1: Collection of Mini Program Red Envelope Covers + Copywriting Skills

The number of words in the mini program copy is about 25

Magic keywords: immediately, cash red envelope, cash withdrawal, guaranteed minimum xx yuan, brand name ...

Easter Egg 2: Red Envelope Mini Program Page Image

Author: Tinker Bell v2.0

Source: Tinker Bell v2.0