Event promotion: How to add 70,000+ new users in 5 days?

This article reviews a user addition case in great detail, and the detailed process is introduced in a very comprehensive manner. I believe that you will gain something after reading this article.

I have always wanted to manage a public account. Today I finally made an effort to record and share my case review.

1. Activity Background

The company's product is a digital currency market software. During the Spring Festival of 2018, the topic of blockchain exploded and was sought after by all parties, attracting a lot of capital and institutions to join. Our product, Bi Niu Niu App, was launched during the Spring Festival. During the Spring Festival, we held a "Coin Circle Poker" event, which brought the earliest batch of seed users to the product.

After the beginning of the year, that is, in March 2018, the product added some special functions based on the basic functions, which were not available in other competing products in the cryptocurrency circle. In addition, the market sentiment was good at that time. The Three O'Clock Blockchain, the historical highest price of Bitcoin at 19,000 US dollars per coin, and celebrities such as Li Xiaolai stirred up the cryptocurrency circle, making it very lively for a while. A large number of new and old users are immersed in the dream of getting rich quickly through Bitcoin.

Based on the above two points, we decided to formally launch a large-scale publicity and promotion with the aim of attracting new users.

2. Activity Purpose & Objectives

1) Purpose: As mentioned above, we conducted a cold start activity before the Spring Festival, and the App accumulated nearly 5,000 users and dozens of its own user communities. So the purpose of this activity is to register new users.

2) Goal: The goal is to add 50,000 new registered users.

3. Activity time

April 19th - April 23rd

4. Activity plan design

1. Invitation mechanism: creating a user relationship chain for self-propagation

Because new users are added on the basis of seed users, the core is to mobilize the enthusiasm of the original accumulated users. The core here is to create interest binding between users in the circle.

How to bind? Use the invitation mechanism. That is, using the user's social group for independent dissemination, user A invites user B, user B invites user C, and the user's relationship chain is used to the greatest extent.

Activities based on the invitation mechanism are nothing new. Large companies such as Alibaba and NetEase have all used it. The most important thing for small companies is that the benefit of the invitation mechanism is that it can quickly create screen-sweeping dissemination and achieve actual activity results at the lowest cost.

1. User rewards: determine the enthusiasm of user participation

Small companies do not have brand endorsement, nor do they have enough talent and budget to carry out creative activities, so directly giving benefits to users (spending money) is the most direct, simple and crude way.

Although it is all about giving benefits to users, the setting of what kind of benefits and prizes are given is crucial. If the things given cannot attract users at the beginning, then no one will participate in the activity at the beginning, let alone have a screen-sweeping effect of spreading the word.

One thing to note here is that different products in different industries will have different reward methods. Because our products are aimed at cryptocurrency users, the prize determined at the time was BCH, the currency ranked third in market value. BCH is well-known and the price of a single coin is also high. In addition, the investor at the time was from Bitmain, so he was willing to sponsor BCH.

V. Activity Form

The above activity plan has roughly determined the direction of the activity and the activity prizes. The next step is to determine the gameplay after the official launch based on the invitation mechanism in the plan.

Because new products want users to be familiar with and use the product, the entire activity has added sign-in and sharing of in-app news to retain and activate users, and set a withdrawal threshold for rewards to force users to complete the entire task.

Users in the cryptocurrency circle have strong consensus and community attributes. Each project or product has its own community, and users are concentrated in WeChat communities and Telegram. A user is in groups of many different projects/products. Compared to users who cannot be reached in other products, the community is a good entry point. We can know where the users are and spread them through internal or external means.

The whole activity is to attract new App registrations and use the App’s existing seed users to spread the word, so the whole activity is directly placed in the App. Launch and promote the event through the App’s startup page, banner, newsletters, and message push.

6. Activity Process

Invite friends to get BCH. The specific activity process is as follows:

① User invitation: Users invite friends to register by sharing invitation posters, and both parties can get BCH rewards; the inviter gets 0.002 BCH reward and the invitee gets 0.001 BCH reward; the upper limit of the number of people each person can invite is 5 (to control the cost of attracting new users for a single user).

② Daily sign-in: Users who sign in daily can receive 0.00004 BCH reward;

③Share the news: Share the news every day to get 0.00008 BCH reward, and you can only get the reward of sharing the news every day;

④ Withdrawal threshold: Users can withdraw coins only when the withdrawal threshold reaches 0.0106 BCH (the withdrawal threshold limit requires users to work hard to complete the task).

The activity flow chart is as follows:

7. Cost accounting

Because the budget for our event is in BCH (Bitcoin Cash), which is sponsored by Bitmain, there is a lot of tolerance in terms of cost and no problem with the budget. We also hope to give users real benefits, and not play tricks (in the end, the generous rewards each user received in this event did bring us reputation and a good image). We can accept 10-15 yuan per real user.

The price of BCH fell during that period. When we were making the activity budget, the price of one BCH was fluctuating around RMB 5,000. According to the price at that time, the cost accounting for a single user was within our control. (When we finished the event and started to mine BCH, the price of BCH went up. The price of one BCH was about RMB 11,000 at that time. This is a story for another time.)

8. Design and Development

After all the plans on the operation side are approved, I will hold a requirements meeting with the design and related development and testing personnel. The meeting mainly explains the activity process and rules, mainly to make the development, testing and design personnel familiar with the specific rules of the activity, which pages are available, evaluate the time required for development and testing by relevant personnel, determine the delivery time and other issues. This process is very important and must be strictly followed in the later stages.

1. Page design

We are a market software product. The most important thing for this kind of tool product is accurate and timely data, which is a more dignified style. Based on this feature of the product, the design of the event page is consistent with the product. The overall style is simple, and the style is to show tone and quality, with blockchain elements and a deeper feeling, so we used dark blue at the time.

Regarding the activity design drawings, we were short of designers at the time, and the designers were also designing product features, so time was limited. In the end, the designers worked overtime to create a pretty good page.

IX. Distribution channels and materials

This event adopts the "invitation mechanism", that is, using the first batch of users who are exposed to the event for self-propagation, so the first batch of event users are very important. We have some users of our own App, and we have many internal and external communities. These resources have guaranteed the launch of the event.

In addition, we also contacted some other KOLs in the circle for cooperation and found some public accounts to publish soft articles.

1. Distribution Channels

①App: App has its own users, and uses the startup page and my page banner as the entrance; the color tone is consistent with the main page of the activity.

② Internal community: The internal community is the users of your own App. They are real, accurate and demanding users. You can directly send activity notices to the group, inform them of the activity rules, create a good atmosphere within the group, and prepare FAQs within the group.

③ External communities: External communities are communities where people usually sneak into peer groups through small accounts. They have a large number of members and a wide range of groups. They directly send text links and posters to advertise in the groups.

The promotional words prepared for users: CoinNiuniu, register now to receive BCH, my invitation code is BWP54, there are only 5 chances! Short-term Wizard and Capital Flow are now online. Come to >> https://finbtc.net/i/BWP54/ (no invitation code required)

Invitation page prepared for users: See the invitation code page on the event homepage above

④KOL: These KOLs have many communities of their own and can promote directly in the selected groups. Because the number of times the real users of the event can receive the bonus is limited to 5 people, a whitelist is opened to KOLs with unlimited traffic, ensuring the enthusiasm of KOLs in promotion.

[Level 1] Group owner groups: 195;

【Second level】Group owner groups: 106;

[Level 3] Group owner group: cooperative group owners (335) + coin circle readers (800) + coin circle gossip (400) + coin circle hunters (300) = 1835;

⑤ Cryptocurrency public accounts: first collect public accounts in the industry, add contacts to ask for prices, then rate the public accounts based on the number of readings and article quality, and choose the one that suits you based on the price.

[Level 1] Reading volume 8K-10,000 or more, mainly focusing on 2.0 concepts, market data mining, and functional highlights;

[Level 2] Reading volume within 5K-8K, product functions, capital flow, short-term wizard, and smart coin selection dimensions;

1. Material distribution

Community: The event page has pre-written scripts (with traffic links) and posters. Users can simply click to generate the invitation poster and copy it.

WeChat official account: We wrote soft articles from different angles (the soft articles were accompanied by posters for participating in the event), and the official account owner directly typeset and sent them out.

10. Activity rhythm

11. Activity Effect

The activities were carried out according to the above activity rhythm, and there was ample time for operations. In order to take care of the new version release for promotion, the time had been set before. However, due to the delay in the version release of the product, the official launch promotion time of the activity was delayed. This had some impact on the data because it happened to coincide with the weekend. This is a later story, and I will talk about it in the summary later.

Overall, this event was very successful. We exceeded the goal of 50,000 registered users. The quality of registered users was also very high, with a weekly retention rate of over 40%. At the same time, a large number of user registrations also pushed our App to the top 50 in the Apple App Store.

12. Activity Fees

According to the current currency price: 11154 yuan 19 BCH ≈ 211926 yuan

Estimated total cost of the activity: 312508.06 yuan

After the activity was completed, 53,738 users were activated, and the cost of acquiring each user was 5.8 yuan per person.

13. Summary and Evaluation

Now that I have reviewed the details of the entire event from beginning to end, let’s talk about the highlights and regrets of the entire event.

【Highlights】

• The rewards are attractive, the process is simple and the operation threshold is low;
• BCH reward value;
• Invitation-based gameplay requires no education;
• You can withdraw the currency if the conditions are met;
• Signing in and sharing can increase the number of coins;
• Joint promotion by WeChat group owners, public accounts, communities, and KOLs;
• The cooperative group owner exploded in a short period of time;
• The official account cooperates with the social group to promote;
• Invitation codes are pushed to internal and external communities simultaneously;
• KOLs focus their time on promotion;

【Some regrets】:

• The reward value follows the price increase, resulting in the invitation cost doubling;
• The initial withdrawal amount was set too high, leading to user complaints;
• For cheating users, we did not consider setting cheating conditions at the beginning;
• The event spans the weekend, when traffic is low.

Well, this is the end of the case review. This new customer acquisition activity was very successful, allowing us to see the power of the invitation mechanism. In the subsequent work, I copied the gameplay of the invitation activity and brought more than 300,000 users to the product.

Source: Anthony Rabbit