Tips and strategies for placing Weibo Fans Advertising!

The eyewear industry has reached a historical juncture in recent years. On the one hand, the number of people with myopia is increasing and the rate of increase is accelerating, with young consumers becoming the main consumers. On the other hand, eyewear is also pursuing "fashion", with different glasses being worn in different scenarios, and eyewear is also moving towards scenario-based.

A relatively blank light luxury and fashionable eyewear market is gradually emerging. The fashion eyewear brand LOHO's business has grown against the trend, with revenue reaching 800 million yuan, which is quite dazzling in the industry. To achieve mutual diversion and retention of users, it is necessary to further open up online and offline group shopping scenarios and build strong user assets.

Advertisers can accurately target user groups, optimize delivery effects in real time based on data feedback, and continuously inject creativity into advertising based on the interests and hobbies of the target consumer groups, ultimately achieving user growth and precise conversion of LOHO brand users on the Weibo platform!

LOHO delivery before optimization

In the early stage, we used the official blog as a carrier for advertising. After two days of data monitoring, we found that the advertising effect was: high click cost and 0 form filling. Why does this phenomenon occur? We analyze from the following two points:

1. Material content

The description is rather stiff and obviously official, which makes users feel distant from it. It is recommended to use colloquial language to expand users' needs to eyewear accessories, put users into consumption scenarios, and narrow the distance with users.

2. Form filling experience

There are few and unclear entry points for filling out the form on the landing page. It is recommended to set up more click entries to guide users to fill out the form.

LOHO delivery after optimization

After the optimization, the Weibo account was packaged as an eyewear blogger and promoted as a LOHO eyewear account. There was a significant improvement in interactions such as reposts, comments and likes, and the number of fans and private messages gradually increased. Eventually, the secondary account was promoted as the main account, and the official blog was assisted in publishing event landing pages from time to time to promote events, and the cost gradually and steadily decreased. Weekday blog posts:

Case studies of May Day travel season activities:

During the May Day holiday, LOHO glasses launched the "May Day Travel Season" event. The evaluation indicator of this event is the completion of the landing page form, and the KPI is a single customer cost of 100 yuan. So how did Weishidun achieve its marketing goals with the help of Weibo accounts?

Integrate data, deeply explore data value, and draw clear user portraits based on multi-dimensional data labels to filter out invalid traffic and accurately reach target users. Advertisers can choose their own target groups to deliver ads, making the reach more precise and the results better.

Material display effect:

In terms of copywriting content, we incorporate relaxed and life-like consumption scenarios and express our opinions based on their own shopping experiences, so that users are willing to believe that these are real reviews.

In terms of the accompanying pictures, the background of the pictures fits the real usage scenario, which not only allows users to see the beauty of the glasses style, but also strengthens the user's sense of trust.

Activity review:

1. The number of followers of the official blog and amateur accounts increased significantly during the launch period

2. The number of customers acquired in a single day during the campaign is greater than the total number of customers acquired in the historical campaign

3. The cost of delivery optimization has reached the lowest historical cost for form-filling customers

This time, LOHO glasses launched Weibo Fantong advertising by integrating data, deeply mining the data value, and providing all-round data support. In order to obtain massive amounts of user data labels, including but not limited to gender, age, interests, life status, etc., we can clearly portray user portraits and accurately reach the target population. Real-time and clear data monitoring facilitates analysis of delivery situations and continuous optimization of delivery strategies, improving delivery results in a rational and well-founded manner.

Related reading:

1. How does the gaming industry advertise on Weibo?

2. Tips for placing ads in Weibo Fans Information Flow!

3. Tips for acquiring customers through Weibo Fans Advertising!

4. How to attract traffic and promote on Weibo? You have to learn this trick!

5.What are the differences between the information flows of Weibo, Tik Tok, and Kuaishou?