How to create hot marketing activities and specific implementation plans!

In the early morning of July 27, I saw several online shoppers in my circle of friends posting screenshots of their “Taobao Life Achievements” from Weibo.

The first reaction is that it will probably be all over the WeChat Moments during the day, causing a small commotion. After all, similar billing activities can basically bring a small wave of popularity, such as Alibaba’s “Double Eleven Shopping List”, “Alipay Annual Bill”, or NetEase Cloud Music’s annual playlist, or even Durex’s annual bill.

(Alipay annual bill)

(NetEase Cloud Music Annual Playlist)

(Durex annual bill)

But when I woke up the next day and waited for almost a whole day, it seemed that there was not the expected lively momentum. I went to Weibo to check out the topic #淘宝人生实现#, and the number of participants in the discussion did not exceed 10,000.

Besides being surprised, this marketing data, which was basically a flop, made me think more. It once again proved that it is really difficult to create a hit product. Even large companies that have produced many hit products cannot guarantee 100% success.

Based on this background, and with the idea of ​​learning together, I will share with you some of my thoughts on this activity.

Social nature remains unchanged

Taobao has been around for 17 years and Tmall has been around for 10 years. Relying on the consumer data accumulated over the years, the Taobao platforms are able to carry out similar communication activities almost every year, from the Double Eleven shopping list to the Alipay annual bill.

It is foreseeable that there will always be people who will get involved. Essentially, this is because users need social interaction and need interaction and recognition from a third party, but consumers’ ability and tools to express themselves do not always keep up with their desire to express themselves. Consumption data can, to some extent, help users express their personality and even convey the most authentic personality.

Because compared to free behaviors such as listening to music and watching videos, spending money is the most costly behavior for most users, and it also best represents a person's true situation. How much money you spend every month, what products you buy, how much you buy, what is the average order value, and when you buy it... As long as there is enough consumption data, it can almost restore a person's real life.

In a sense, content expressions based on transaction data stand at the top of the social contempt chain, just like the importance of the source of evidence in supporting an argument. Quoting CNKI data is generally much more reliable than Baidu Knows.

But no matter what data basis, type of bill or summary it relies on, the ultimate goal of content expression is inseparable from the word "social", and content is an important material in the process of creating a personal image.

3 types of user personalities behind fancy shopping

There is a very sad but realistic joke on the Internet, which says "The end point that you try your best to reach throughout your life is just the starting point for others." Rather than saying that “classes are difficult to break”, I would rather understand it objectively or optimistically as, in the vast sea of ​​people, everyone has his or her own place and is brilliant on his or her own path.

It's just like different people have different preferences. Some characters are definitely more popular, but not all of them are absolutely favored.

For example, the user personalities revealed in the "Taobao Life Achievements" activity are imperfect but cute, and always remind you of a friend around you.

The first type is the upper-middle class showing off their wealth secretly

Where did I get so much money? I actually used it as a down payment on a house. It turns out I am also a rich man. I must control myself again and again next time... In fact, it’s all a disguised way of showing off wealth (no derogatory meaning here).

It is human nature to show off and compete, but showing off too much will easily lead to envy and even asking for money. In order to not lose out in this battle for money, while at the same time elegantly and low-key conveying the sense of superiority of "defeating 90% of the people in the country", it is a skill that requires repeated practice. The "achievement list" actually provides these users with a tool to show off safely. Although the people on the achievement list are not necessarily the real winners, after all, I think the truly rich people should have very few Taobao bills.

The second type is the self-deprecation of ordinary people who claim to be frugal.

I only spent 30,000 yuan in 6 years. I am indeed a poor person and I can’t even reach the passing line... Most of the people who would make such exclamations are actually ordinary people who live a good life. Real poor people would not say this to themselves.

The contradiction is that this group of ordinary people who consider themselves frugal are indeed the disadvantaged group in the battle of friends circle. The embarrassing situation of being neither as good as the best nor as bad as the worst makes them play it safer. In order to avoid being laughed at or receiving negative comments, they start by making fun of themselves!

The third type is the participation of passers-by under the group effect

Winning or losing is not important, what is important is participation. In "The Crowd", Gustave Le Bon mentioned that people are prone to conformity and are very susceptible to group suggestions and influence. Herd mentality not only means that users will follow and repeat group behavior, but also means that users will make different decisions and behaviors in a group atmosphere than when they are alone.

For example, a user who would not originally participate in the discussion on "Taobao Life Achievements" starts to forward and talk about it after seeing his friends discussing it, or he criticizes these people for having nothing to do and actually playing with this. This can be considered as "following the crowd" in a sense. The main purpose of this kind of passerby who accidentally enters is not to battle. His focus will often be diverted and directed at other participants and other details of the event, such as whether his virtual image has hair.

Why are the same “life achievements” not popular?

The internal logic of the "Taobao Life Achievements", "Double Eleven Bill" and "Alipay Annual Bill" activities are almost the same. They are all summaries of transaction data of a certain period of time for consumers to review themselves and engage in social battles. But the actual data of the activities are far from satisfactory.

(Comparison of Weibo topic data)

Excluding the differences in the cumulative duration of several activities, I analyze the following main reasons for the data failure.

First, the timing is wrong.

Just like the "psychological accounting" in economics, users will not only divide their money into different pockets, but also give different meanings to certain times. For example, they will set a goal on the first day of the new year and cut their hair to get rid of the old before the New Year.

Previous summary activities were all held at the end of the year, or at a special time for a company’s products, such as the Rice Noodle Festival. However, the timing of the "Taobao Life Achievement" activity is not well-timed. If the most suitable activity is not carried out at the most suitable time, the effect will be greatly reduced.

Second, the initial momentum flow is not enough

The entrance to the "Taobao Life Achievements" event can only be seen by searching for "Taobao Life" on Taobao. Compared with previous year-end events, the scale of resources is definitely much smaller. However, the fact that the initial traffic is not large enough is not the critical point. After all, no matter how small the traffic is, it is actually much better than many small companies without resources.

Third, the sharing page is not convenient enough, and the sharing route guidance is not strong enough.

According to incomplete statistics, the most shared page is the one below. The core information is how much money was spent over how many years, but most of the shares are screenshots taken by users themselves, and there is no directly available sharing page. The page here is more for providing users with content that they are more likely to share, rather than adding fission QR codes or the like. For well-known reasons, there is not much point in adding them.

Based on the above, I think the most critical point of failure is still a matter of time. Because the Taobao system, which already has mature experience, can definitely take the latter two points into consideration when making similar products. Traffic depends more on the importance of the project. With the current basic traffic, if the sharing is sufficient, the current result will definitely not be what it is now. The sharing aspect may be more of a compromise based on the various tasks undertaken by the entire activity.

Bill summary communication, three elements for success

Failures are always different, but successes always have patterns that can be summarized. Some successful cases of comprehensive bill summary communication activities. If they are designed around the following three directions, the chances of success may be doubled~

1. Accurate recall

Activities that rely on powerful data and accurate time slots to evoke people's memories, such as photos of admission tickets after the college entrance examination, Didi's year-end travel bill, etc. Memories enhanced by filters are always beautiful. If you can integrate your product into the golden age in the user's mind and make your product a part of the user's life, you will have already achieved half of your success.

2. Tools to satisfy the desire for expression

Why do people forward articles from public accounts? Some people even directly quote famous quotes from the posts as comments when forwarding them, because the vast majority of users have the desire to express themselves but lack the ability to do so. Our activities must provide such an expression tool to help users refine their keywords and key attributes and convey their personal propositions. Your content and products can be carried and disseminated as private goods.

3. PK Desire

There are not many real friends in your circle of friends. Most of them are imaginary enemies who make you unhappy because they are doing better than you. The sense of competition is a gene written into human bones and is difficult to change. If some content is destined to help users convey friendly messages of love and peace to others, then some content is born to take on the battle function in social situations, telling everyone "I am the most handsome and awesome guy in my entire circle of friends."

The above are some of my insights on the “Taobao Life Achievement” marketing campaign. I hope it will be helpful to you!

Related reading:

1. Hot marketing promotion calendar for the second half of 2019!

2. Compilation of hot marketing advertising materials in August!

Author: Nan You Chestnut

Source: Delicious chestnuts (seanchan0)