JD Finance 618 operation and promotion strategy!

On June 19, a newcomer appeared at the top of the App Store rankings: JD Finance. JD.com finally made its own product famous during its own 618 Shopping Festival. In this article, we will analyze how it topped the list through a combination of punches:

1. Strong incentives and short-term high exposure to attract users

1. Shake for free at 8pm every night

From the App Store ranking curve, we can see that May 24th was the first rapid increase. JD Finance will have major events every night at 8 pm from May 24th to June 20th, attracting everyone to grab various coupons, white slips, small treasury red envelopes, free bill opportunities, etc. In addition, there are cashbacks on daily shopping orders during this period.

As a warm-up for the 618 event, users who like to get free deals must participate, so the first wave of rapid growth was ushered in.

At the same time, in terms of how to stimulate users to attract new customers, JD Finance has added the logic of cash back , that is, when users invite friends on the Free Bill Club (main activity) page, 30% of the bonus successfully received by the invited friends will be used as a reward for the user, which is a considerable incentive .

Of course, in order to prevent the wool party, in addition to requiring real-name registration, the daily maximum cash back reward is 100 yuan, and the cumulative maximum reward is 10,000 yuan. In addition, we will monitor whether the user uses marketing tools and reserve the right to prosecute. Recently, the black industry has gradually become known to people, and the giants have become more cautious.

Other supporting strategies include various coupons, a 1 yuan Starbucks drink and many other activities. . . I couldn't even see them all, so I made a list for us:

2. Create topics on Weibo and promote on big accounts

Ma Li was invited to shoot a video advertisement with the topic #Why should I download the JD Finance APP# , and it was exposed by many big Vs. The topic has accumulated 61.89 million views and 14,000 discussions.

The content of the video is quite interesting. It uses the contrast between ordinary Marie shopping and Super Mario downloading the JD Finance App first to highlight the highlights such as cash back on shopping orders and the ability to issue credit cards, thus guiding users to download. The data shows good results~

Of course, there is an effective time period for Weibo hot spots. I checked the Weibo posts promoted by several big Vs, including Ma Li, and found that they were basically released around May 30 to June 2. Users no longer had new comments or reposts on June 6, which means the potential energy ended.

From the trend chart of the App Store rankings, we can see that between June 7 and June 10, the ranking fell into a gap:

3. Information flow promotion

According to data from adbug.cn, JD Finance placed ads on information flow channels such as Tencent News and Zhihu from June 3 to June 4, and on Toutiao on June 6.

The landing page guides users to directly enter their mobile phone number to receive the gift package, and then guides them to download the App

4. WeChat promotion

Searching WeChat articles by time, we found that some articles were promoted between June 11 and June 13, with a reading volume of about 100,000. The WeChat index also increased accordingly during the same period.

In fact, the WeChat ecosystem is a fission traffic pool for each product. The inflated lucky bags we will mention below also hope to grab them with the simple and crude logic of giving money and coupons. Unfortunately, the Moments has banned it, so it can only be used in WeChat groups, resulting in a significant decrease in its spread.

summary:

1. JD Finance started to launch a large-scale free-order promotion (as well as cash back on shopping orders) on May 24 to support the entire platform.
2. From May 30 to June 2, a group of Weibo celebrities started a wave of topics, which continued until June 6.
3. From June 3 to June 6, the information flow channel was launched
4. After June 10, some WeChat resources were added
5. The delivery is divided into time periods, and it is assumed to verify the delivery effect.

2. Gamification operations improve retention and increase activity

It's so hard to get the sheep into the pasture, so of course we don't want them to leave so soon. We have to make sure they eat well so they are willing to stay. Therefore, in addition to regular financial management and insurance products, JD Finance has also added a lot of gamification to promote activity.

1. Cash Cow

In conjunction with 618, JD Finance added the Money Tree gameplay and an additional currency: golden fruit.

The accumulated gold fruits can be exchanged for gold coins, and the gold coins can be exchanged for discount coupons for popular products. In addition to stimulating user retention and activity, it also guides users to purchase designated products.

The game logic is roughly:

1. Trees have levels, and the levels correspond to the upper limit of golden fruits and the number of friends you can invite.
2. The higher the gold fruit limit, the more gold fruits you can accumulate.
3. The more friends you invite, the more friends you can invite to speed up

For upgrade games, the initial stage of the game gives people a strong sense of pleasure from the upgrades, which easily leads to immersion. In the later stage, in order to collect gold beans faster, users will spontaneously invite friends. If the discount coupons are attractive, the above cycle will be reinforced. The setting of the upper limit of golden fruits is to stimulate users to open the App at regular intervals to collect golden fruits and avoid waste.

This mature and simple game logic is very effective.

Just like Ant Forest, as long as you really want to get the reward, you will spend a lot of time and energy, including attracting more friends to join the game system to speed up your progress in achieving your goal, and the App would like you to do this.

2. Expanding lucky bag

For conventional fission activities, the more people you attract, the more cash rewards and coupons you can get. Especially for new users of JD Finance, 15 yuan will be given to the newcomer and 4 yuan to the inviter. As mentioned before, because this activity involves inducing sharing, it was banned in Moments and was only spread within WeChat groups.

3. Get up early and clock in

Early check-in is a daily product activity that has existed for a long time. It basically means paying 1 yuan first to participate in the activity. From 5 to 8 am tomorrow morning, those who successfully check in will randomly share the total prize pool, and those who don't check in will lose out.

You can see from the data that the person with the best luck got 115 yuan (this directly motivated me to pay 1 yuan to participate... it's that simple...)

For a small function, there are 130,000 people participating, which shows how stimulating such simple gameplay is to users.

3. Each product in the App receives user traffic, converts it, and provides user value

To put it simply, the purpose is to cultivate user usage habits through Baitiao coupons, Xiaojinku experience gold, and JD payment discounts, especially financial management methods such as Xiaojinku. As long as users deposit funds on the platform, there will be additional costs if they leave.

In addition, users are required to open a JD Small Treasury account within 7 days to quickly convert users and prevent user loss.

IV. Conclusion

JD Finance App started to add a subtitle in March 2018, and it is a one-stop financial life service platform. Its business scope includes Baitiao, insurance, wealth management and other aspects. Therefore, the accuracy and value of new users will far exceed the user group attracted by Baidu Spring Festival Gala. This is the foundation.

With the help of the 618 Shopping Festival, Xushi launched a wave of efficient promotions, including substantial profit concessions, cash back fission, creative videos as materials + Weibo celebrities & WeChat soft articles & information flow channels to create popularity and conversions, attracting a large number of users to the product. This is the way it is used.

Third, through gamification operation strategies, such as money trees, early check-ins, and inflated lucky bags, in addition to continuing to guide users to spread the word and attract new users, it also helps to retain active users. This is a retention and activation strategy.

Finally, the collaboration of JD Finance’s internal product lines directs users to various businesses, forms user sedimentation and conversion, and improves user LTV. Once it is verified that this activity is positive, that is, the cost per user is less than LTV, I believe that the next wave of promotion will be more powerful. This is a strategy to convert and retain users.

Overall, JD Finance's marketing and operation strategy is very successful.

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Author: Super Huang

Source: Super Huang