How is the fission activity of 12W PV achieved?

This case is a review of an online event planned by Chuzhou Lao Miao Gold during the Dragon Boat Festival. The purpose is to guide users to bargain for the provided drainage products through the fission mechanism of inviting friends to help through bargaining, form a circle fission effect through the self-propagation effect of bargaining gameplay, and ultimately achieve customer visits.

1. User experience process and activity design requirements

As shown in the figure, in this case, the user's experience process of participating in the bargaining activity to receive the top-ranking rice dumpling is briefly described as follows:

1. User A enters the bargaining activity page and clicks "I want to participate" to enter the bargaining process. User A can directly share the bargaining link to the WeChat group or Moments. If you want to have a higher effect in Moments, you can choose to generate a poster for dissemination.

2. User B enters the bargaining page through the WeChat group or Moments. After B conducts a round of bargaining for user A, a "I want to bargain too" button will appear, guiding user B to enter the bargaining process and start a cycle of fission.

2. Practical steps of case play

Below we focus on the practical decomposition steps and specific operation details optimization of this case:

1. Determine the purpose of the activity

Before doing any activity, we must first consider the purpose of the activity, think about the input-output ratio of the product, and whether gimmick packaging is needed.

Taking this case as an example, there are too many ways to bargain for gold and jade inlaid in the jewelry industry. How to make a breakthrough from these more common ways is a question that needs to be considered. For this reason, this case combines the topic of college entrance examination, because the Dragon Boat Festival coincides with the college entrance examination, so the gold and jade are packaged into the top scorer rice dumpling.

The top scorer in the college entrance examination, such a beautiful meaning will be very popular among parents. No matter what, it is good to wish good luck to the child. Therefore, the activity theme of "Zhuangyuan Zong" laid the foundation for this case to go viral.

2. Optimize activity process and details

Once we have determined the purpose of the event, we will then move on to the formal event page design phase, where we need to consider the impact and promotion of copywriting and screen design on the entire bargaining process. Next, we will introduce to you the characteristics of this popular bargaining activity case through these five key details.

(1) Magical brainwashing background music

Everyone knows that H5 has a background music function. Usually, many people choose relatively normal music, but Lao Miao Gold took a different approach this time. When the background music is turned on, it is: Lao Miao Gold’s passionate Dragon Boat Festival, fatherly love is as strong as a mountain, bargaining for 12.99 yuan to grab the top prize of gold and jade dumplings…

The strong flavor of the local store advertisement shocked me for a while. Isn’t this just something that is played on a loop on the small loudspeakers on the street? It can actually be used as background music in H5. But after listening to the ad many times while browsing H5, I can now memorize the slogan.

Although using slogans as background music is a very low practice, and the slogan is indeed not very good, but considering that the event is held in the city of Chuzhou, many citizens are more accustomed to this practice.

(2) The main image is simple and clear at a glance

In order to avoid users thinking that advertisements are causing loss, the themes of many activities will divide the content into multiple pages and release advertisements gradually, but this approach also needs to be adapted to local conditions.

For example, in first- and second-tier cities such as Beijing, Shanghai and Guangzhou, people are exposed to a wider variety of advertisements, so some creative advertisements are needed to impress users.

But for third- and fourth-tier cities, what people need is for you to tell me directly what is available. This is the reason why great efforts can bring about miracles. Simply and crudely tell users what activities are available and what they need to do.

(3) Unique interactive gameplay enhances user trust

The most important factor for any online activity is to cultivate user trust.

As long as users feel that the activity is authentic and reliable, they will actively participate. Therefore, this case uses the method of barrage + bargaining records to enhance users' trust in the activity.

First, after the activity starts, the avatars of participating users pop up in the form of barrage. As many as 1,200 sets of user avatars allow users to first establish a preliminary sense of trust.

Next, through the bargaining records on the second page, users can see that there are indeed so many users participating in the bargaining, and there is also a national ranking at the bottom of the page. When users see that these users have completed the bargaining, they will have a deeper understanding of the activity.

(4) Multiple slideshows showing prize details

In addition to the lack of trust, another factor that usually hinders users from participating in activities is the uncertainty about the prizes.

Because users don’t know what the prizes will look like, they will think about the input-output ratio. This is why products such as iPhones, Macs, and bus cards are more suitable for price-cutting fission. Because the public has a full understanding of these products, they can easily judge whether it is worth participating.

Therefore, in this case, in order to alleviate users’ uncertainty about the product, three carousel images were used to display the details of the prizes. In addition, very detailed product images were also displayed at the bottom of the activity rules.

3. Determine the offline traffic effect

Although we have done activities online, our ultimate goal is to attract users to the store, so we need to do a good job of traffic transfer and transfer online users to offline. Here we need to clarify two points:

1. What bait do you have to encourage users to go offline?

2. How to achieve secondary conversion after users go offline?

From this case, we can see that the organizer transferred the payment process after bargaining to offline. The verification code function is mainly used here. After the user completes the bargaining, he needs to fill in the name, number and other relevant information. After completion, the user can get the verification code. With the verification code, he can pay in the store and receive the gold inlaid jade.

Now that users have been attracted to the store, the next step is to think about how to convert users a second time. Here, Lao Miao Gold began to transfer its own business, such as gold discounts, buying silver jewelry and getting diamonds for free, and other multiple store activities to stimulate users' secondary conversions through these store activities.

4. Activities Notes

(1) Differentiate payment channels: If you want to divert online users to offline, then the payment process needs to be completed offline. However, due to the offline steps, it will cause a certain amount of user loss. In order to ensure user visits, you need to compensate through some store activities or other methods.

(2) Number of people bargaining: For bargaining activities, the number of people bargaining needs to be carefully controlled. If the number of people bargaining is small, the task is easier to complete, so the exposure effect of the activity is limited. However, if the number of people is large, it will be difficult for users and the effectiveness of the activity needs to be tested.

(3) Copywriting and screen design : Generally speaking, copywriting should be concise and easy to understand, and screen design should allow users to directly understand the theme and content of the activity, and gradually guide users to follow the set path.

3. Core elements of fission gameplay design

After reading the practical steps of this case, many people may wonder why such a simple activity can have the effect of setting off the whole city.

If we look at the case itself, this is just a low-cost bargaining activity and the actual value of the goods is not high, but why does it attract tens of thousands of people to participate?

In fact, if we analyze carefully, we can see that there are several decisive factors in this bargaining fission activity .

1. Appropriate product selection

Anyone who has done fission activities knows that product selection is critical. Usually many people think that the higher the value of the product, the better, for example, I would give away a mobile phone or computer.

Indeed, fission of high-value goods will be more popular, but it will bring two problems:

(1) The cost of acquiring customers is high and the users are not accurate. Because the high value of the prizes will attract freeloaders to participate, it may lead to an inaccurate user group, and the fans will need to be cleaned up later.

(2) It is difficult for users to complete the task and they are prone to quit. An Apple phone and a desk lamp. It is definitely difficult to split the phone, but this high difficulty will cause the scale of overall split users to decrease.

Then the appropriate product selection should be able to directly meet the user needs of the target group. For example, for white-collar workers, they choose workplace skills courses, for mothers, they choose parenting books, and so on.

Only by selecting the right products can you make users desire your prizes. This desire generated by real needs will greatly promote user participation, and users will rarely choose to give up.

So let’s go back and look at the prize in this case – the No. 1 Rice Dumpling. The Dragon Boat Festival activities also coincide with the college entrance examination. "Zong" (zongzi) is homophonic with "zhong" (zhong), so a zongzi-shaped gold and jade inlaid object fits the atmosphere of the Dragon Boat Festival on the one hand, and at the same time, it blesses the college entrance examination students through the homophony of "zhuangyuan zongzi", wishing that all students can get the top score in the exam.

Such beautiful meaning makes more parents willing to participate in the event. For Lao Miao Gold, its customer base is a group of 30-50 years old. Therefore, through such a simple product selection, we can firmly grasp the hearts of users.

2. The right time

Even if you choose a good product, it will be useless if the promotion cycle is wrong. Only when the time cycle and the product are matched can a classic case be created.

Let’s take an example, still on the topic of the college entrance examination. For example, if we give away the study notes of the top scorers in the college entrance examination to the parents of K12 students, and if this activity is carried out at the end of May, the effect will be very good.

Because the college entrance examination top scorer's notes are a condensed version of the students' experience, many parents are willing to participate, so there is no problem in product selection. But we all know that a fission activity generally requires a fission cycle of 3-5 days, plus the notes collection process. If this activity is conducted at the end of May, parents can get the notes at the end of May.

This time point is also the final sprint time for children. Taking study notes can effectively help children fill in the gaps. But if the activity is held in early June, the college entrance examination will almost begin by the time parents get the notes. Therefore, the effect is naturally greatly reduced.

Similarly, this activity can also be held in September . The focus at this time is the candidates who failed the exam. The 100 most common points of loss for college entrance examination candidates can be disseminated to them. September is the time when repeaters just enter school to repeat their studies, and they are in great need of such informative content, which is also more likely to cause a fission dissemination effect.

3. Match with hot spots

This is mainly related to the promotion theme. For example, the prize of the fission activity is a video membership. If we choose the college entrance examination time to promote it, it cannot be said that there is no effect, but the effect is definitely not the best time.

So when is the best time? It must be when a hit TV series is on the air, then using video membership as a prize will be most effective.

This is the principle of matching with hot spots. For example, the review materials of a hot event, the study notes of the top scorer in the college entrance examination, etc. all follow this principle. Select hot spots and follow up on the dissemination, so that there will be greater effects.

Moreover, compared to prizes that can be found everywhere, people are more willing to participate in activities where prizes cannot be purchased on the market. For example, review materials, top scorer study notes, famous teachers' predicted exam questions and other materials are generally not available on the market and are also difficult to collect.

This relatively scarce prize will more easily stimulate users' desire to obtain it, and it will also promote the promotion of the event itself.

4. Two mechanisms promoting fission propagation

The key to whether a fission activity is done well is whether it can promote the overall fission propagation of the activity. Currently, the most common fission propagation path is as follows:

Participate in the event → Share the event (friend circle/community/individual) → Help to succeed → Add personal account → Receive prizes

In the entire fission propagation process, there are two special mechanisms that can ensure the fission propagation effect: "ranking mechanism" and "adding personal account".

Here is a brief introduction to how these two mechanisms work:

1. Ranking mechanism

As the name suggests, all users participating in the event will be ranked on the leaderboard. The ranking board has different functions for different types of activities.

For example, for activities such as bargaining and group buying, the role of the ranking list is not to attract more people to participate, but to increase users' trust in the activity by allowing them to see the large number of participating users on the ranking list.

For fission gameplay such as distribution or assistance, the role of the ranking list is to serve as an additional reward.

For example, a support activity can complete the task by inviting 10 people, but we certainly hope that users participating in the activity can attract more people, so this is when the leaderboard gameplay will come into play.

For example, the top three in the ranking list can win the first prize, the third to tenth place can win the second prize, and the eleventh to twentieth place can win the third prize. In this way, for event participants, in addition to the prize rewards themselves, they can also obtain additional superimposed discounts, thereby triggering the effect of secondary dissemination fission.

And because the ranking list has a competitive effect, in order to be able to squeeze into the prize list, a healthy competitive relationship will arise between event participants, and this competitive relationship will further promote the dissemination effect of the event.

2. How to play with personal account

Now many fission activities require adding a personal account, the main purpose of which is to achieve the sedimentation of user traffic. This can be used as a reserve for future activities or promotions.

However, the gameplay of personal traffic is still in the exploration stage, and with WeChat's current severe crackdown on WeChat plug-ins, the gameplay of personal accounts will face some variables in the future.

V. Conclusion

The final PV of this case was 120,000, and the activity received more than 20,000 shares, ultimately attracting 2,500 groups of customers to successfully form a group to the store, and continued to generate a large number of subsequent repeat purchases.

As an online bargaining activity that seems to be of low quality, why can it attract so many customers by cleverly using a worthless product to attract traffic? In fact, it is just cleverly using human nature.

Looking at various marketing activities nowadays, most of the prizes offered are benefit-inducing products such as stored-value cards and consumption coupons. The products themselves have high cost value and are also a considerable burden for merchants.

But have you ever thought about using some specific nodes to promote traffic through simple, low-cost but meaningful products? This article hopes to give you some ideas through the product concept and traffic diversion method of Lao Miao Gold's "Zhuangyuan Zong".

Author: Xu Xun

Source: Xu Xun