An analysis of the operation of a maternal and infant APP product activity
|
This month we planned a WeChat fan-raising activity for raising dinosaurs. Today, we will use Bird Brother’s platform to share with you the experience and lessons learned from it. Here are the three key points and four steps to planning an event: The three key points are: activity forms that are in line with human nature, activity settings that stimulate competition, and communication planning that is full of highlights. The four steps are explained in detail as follows: Step 1: Determine your campaign’s goals and audience First, when planning an event, you should first determine your goal: conversion, brand exposure, or brand visibility? Choose the one you want most. For example, my dinosaur planner is to increase WeChat followers and attract users to become fans of our WeChat public account . Second, find the target audience. You must find your user group and understand the characteristics of your users in order to find the right form of activity. For example, our dinosaur project takes advantage of mothers' desire to grab gifts. We use novel and cool children's toys, a magical little dinosaur, to stimulate mothers' sense of competition, and encourage them to frantically canvass for votes in order to get gifts for their children. Step 2: Find the right resource partner This is also the shortcoming of Dinosaur Planning. I feel deeply ashamed and accept the criticism from my colleagues. This resource is divided into two types: one is external BD and the other is internal resources. Let’s take a look at our dinosaurs. The external BD is almost O, which means that we are fighting alone and have not shared resources with any peer partners. This is also the reason why we define this activity as just a test. In terms of internal resources, apart from technology and art, the only thing we can apply for is the magical dinosaur. Aoao... Fortunately, we have deeply preheated this dinosaur among the seed user group and it has a very high reputation and popularity, which is also our only bargaining chip. Step 3: Event product planning During the product planning stage, since we are a maternal and infant brand and uphold the principle of love, we changed the form of the activity from taming dinosaurs to raising dinosaurs, giving mothers a sense of love in raising pets. At the same time, not only can you raise it yourself, you can also invite friends to help. The more people participate, the higher the dinosaur's energy value will be, and the bigger it will grow. So, as long as you like this dinosaur's mother, in order to get it, you will definitely try your best to pull people in (haha, the planning of the little thoughts is exposed...) Details determine success or failure. Important things should be said three times! Here are a few shortcomings. Please keep your eyes open and don’t make the same mistakes again (ah, hindsight is 20/20, it’s a bloody history): 1) Be cautious when using rankings for activities, as this will overwhelm latecomers and make them give up participating in the activity. You can ask participants how much effort they need to make to reach their goals, etc. Never use rankings! 2) Is there a limit on the number of friends a participant can invite every day? Personally, I suggest not to. Although it can promote daily activation, if you were in my shoes, wouldn’t it be embarrassing to post to your Moments every day asking for likes? I guess they are extremely angry with the organizer of the event. They will never participate in such an event next time, huh! 3) Please keep the event page concise and clear, so that participants can understand how to participate in the event within 5 seconds. Come to think of it, this is also the flaw of Dinosaur. If it hadn't been so literary and secretive at the beginning, it would have been great. If we change the title of "Dinosaur Raising Story" to "Raise a Dinosaur and Take It Home", the conversion rate will probably double! (~~~~(>_<)~~~~) 4) The copywriting that generates conversions should either point to the product or motivate people to participate. Or a cool and mysterious title party. For example: The first case is: Dear, please help me find another 3,000 yuan! The second example is: When God created someone, he only used a glass of water... Of course, the little dinosaur here adopts the first method, and I try my best to package this dragon, such as magical, free gift, out of stock on Amazon, etc! In short, the content you forward must have enough explosive points to attract friends to click on it, right? Everything should be considered for the users, and only then will the users support your activities. Step 4: Event communication planning "Even good wine needs to be hidden if it is not well known." Especially in the circle of friends where the amount of information is overwhelming, activities that do not consider dissemination are not well planned, haha! First, we need to seize the communication period. For example, Friday afternoon is the best time to advertise, as mothers have more time to participate. At the same time, the activity period is best between three days for small-scale campaigns and one week for large-scale campaigns. Secondly, it is best to ensure that everyone benefits. This benefit can be a physical gift, or preferably a spiritual package, such as "everyone is a philanthropist ", which is very grand. This is also in line with human psychology: showing off gifts, achievements, and personal feelings; Third, after the activity itself has achieved its infectious characteristics, look for as many channels as possible to increase exposure. Without exposure, how can there be conversion? Everyone on earth knows it. Fourth, during the fission of event communication, look for new highlights, and after secondary processing and re-dissemination, such as which celebrity participated in your event, etc., you can seize the opportunity and publicize it heavily! Let’s talk about our little dinosaur. It has a serious lack of exposure channels. Apart from being released in the seed user group, there is no further action (Alas, it is really a test work!) So, here with the help of the summary of the experts, a successful event planning must be like this: clear event purpose + precise target users + humanized event format + perfect details + support from resources = a perfect event! Friends, have you learned the essence? Next, I will shamelessly attach the operating data of the dinosaur event (ahem, shame on you...) In three days, the event page was viewed by 9,000 people, 1,300 people participated, and 240 people gained followers and conversions on WeChat. Among them, 22% of participating users are from Shanghai, 23% are from Beijing, and the rest are from all over the country. (This is also the data I am most proud of. It seems that the charm of the little dinosaur is loved by people all over the country!) Postscript: I deeply feel that the reason why users are willing to participate in your activities is either because they want your gifts, or because your games are fun and they can get a sense of spiritual superiority. Only in this way can such activities truly deserve the favor of users, otherwise, they will be relegated to the cold palace. What do you think? Planning an event is not easy, and planning a good event that users will buy into is even harder. “The revolution has not yet succeeded,” so keep working hard! APP Top Promotion (www.opp2.com) is the top mobile application promotion platform in China, focusing on mobile application promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing App marketing dry goods . Welcome to follow the official WeChat public account: appganhuo This article is compiled and published by (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article! |
<<: Methodology for creating hot-selling traffic products!
>>: How to build a user tag system from 0-1?
Recommend
High-conversion live broadcast script design!
Recently, many anchors have been asking me what t...
10 rules for Tik Tok live streaming traffic!
Tik Tok live streaming is becoming more and more ...
Android Modification Master v8.1.0 Perfect Cracked Version Free to Use VIP Functions
Android Modification Master v8.1.0 Perfect Cracke...
How can APP use growth hacking methods to achieve 400,000 growth?
This article uses the growth hacker methodology a...
Inventory of Durex brand marketing creativity!
The weather has been very cold these days, as col...
How to promote an H5 that cost 20,000 yuan?
Weibo, WeChat, H5, offline activities ... If you a...
Are you okay with the fact that you are digging a hole for yourself every time you promote something?
Before you start promoting a product, you should ...
Video account batch diversion, screen domination industry keywords (basic class) comprehensive and systematic explanation of video account gameplay
Video account batch diversion, screen domination ...
What are the creative writing techniques for Baidu bidding accounts?
In the bidding process, creative writing is essen...
How can online and offline APPs complement each other’s strengths?
The specific strategies for enterprises to implem...
The video account operates the book list project, which can be easily monetized later and you can make money without doing anything.
The video account operates the book list project,...
B station's "soft core" marketing
2020 is the year when Bilibili’s marketing began ...
Price inquiry for customized glasses mini program in Jilin. How much does customized glasses mini program in Jilin cost?
There are two types of customization of Jilin Gla...
Basic knowledge of data that operators must understand (Part 2)
Which indicators do website operations pay more a...
Practical tips: How to increase followers on Douyin?
Recently, some people have been asking, “Why is T...