WeChat Moments advertising marriage industry case sharing: Panzi Nvrenfang

Plate Woman's Square

The “breathing” ad space allowed TA to achieve an 88.06% customer acquisition efficiency

• 300,000 daily customers
• 110% customer information efficiency
• Cost: 20-40 yuan

Brand Story

Panzi Nürenfang Group is a comprehensive cultural industry organization featuring Chinese art experience. Panzi Nürenfang combines traditional Chinese style with fashion elements. Its professional services and innovative products help consumers embody the charm of women in the new era. It is worth mentioning that Panzi Nürenfang has also bought out many popular costume drama IPs such as "Eternal Love", "Story of Yanxi Palace", "Shadow", and "The Story of Minglan", making the shooting themes more diverse and gaining recognition and favor from many consumers.

Marketing pain points

Competition among photo merchants is fierce, and they are in urgent need of novel resources as a channel to supplement their sales; low click-through rates and low efficiency rates keep conversion costs high, and there is a lack of new selling points to stimulate users.

Marketing objectives

Expand traffic, enrich customer source channels, and improve customer efficiency and conversion rate. At the same time, it enriches marketing selling points and stimulates customers' desire to buy.

Delivery plan

•High-quality target groups receive unlimited exposure and obtain highly effective customer resources

QQ shopping accounts are public accounts that users actively follow. Users have stronger shopping intentions and attributes and higher consumption frequencies. The user population of QQ shopping accounts is highly consistent with the user portrait of Panzi Nürenfang. With the help of the QQ shopping account that pushes messages to users every three days and never disappears, Panzi Nürenfang has gained unlimited opportunities for exposure and conversion. The advertisement is placed on top of the friend chat window, and the “red dot” prompt function increases the user’s desire to click.

▼ QQ shopping number label advertising diagram

• "Breathing" dynamic ad placement to increase click-through conversions

Have you ever seen an ad that “breathes”? In the outer layer of the QQ shopping account label advertisement, 1-3 dynamic words can be added. The "breathing" dynamic label can attract the user's curiosity. The label can also guide the user to jump to different landing pages.

In this campaign, Panzi Nürenfang used three labels, "Click to Pass Through", "Get a Quote", and "More Types", to meet consumers' interest needs. The large 900×500 ad space also helped Panzi Nürenfang fully demonstrate its shooting level. Secondly, Panzi Nürenfang uses setting options on the landing page to collect user intention information, saving the trouble of users filling out the information on their own.

Customer feedback

The QQ shopping account advertising space is different from other advertising spaces in terms of display format. We have quickly and effectively explored new delivery methods, and through precise targeted delivery based on crowd portraits, customer acquisition efficiency has been greatly improved, laying the foundation for future order conversion rates.

Marketing effectiveness

Click-through rate: 4.71%, daily customer information volume: 80-100; customer information cost: 20-40 yuan/item; customer information efficiency: 88.06% (efficiency increased by 40%)