Online event promotion, increased 100,000 users in seven days!

What kind of event can enable a beauty store to grow from 300 seed users to 100,000 users in 7 days and realize 1.5 million in cash?

By observing and comparing many activities, I found that many of them designed activities to be very complicated, and they wanted to complete all KPIs through one event, which would ultimately lead to no indicators being completed.

Here, we must remember a principle: the activity is the user's activity, not the merchant's activity. First think about what you can bring to the user, and then think about what the user can bring to you.

This article will disassemble and reproduce the fission activity process of a beauty store to tell what an efficient activity should be like.

Purpose

This beauty brand was introduced from abroad and is not well-known in China. In recent years, it has accumulated a certain number of fans, which has verified the domestic market demand. The purpose of this event is to promote the brand and leverage the festival to attract traffic to WeChat public accounts, personal accounts and stores, and retain target users.

Activity Effect

Before breaking down the event process, I will first briefly demonstrate the effect of the event. The event lasted for 7 days, starting with the warm-up on March 1st, with 958 new users attracted on the same day. It reached its climax on March 7th, with 20,000 new users attracted on the same day. The number of visitors was 54,700, of which 50% were new visitors, and the conversion rate was about 37%. In the end, a total of 100,000 users were attracted, the event poster was shared 60,000 times, the number of monetized users was about 13,000, and the transaction volume was about 1.5 million yuan.

Activity Process Disassembly

Only concise, clear and direct activity design can help users reduce their cognitive threshold and complete the actions we want them to complete step by step.

The theme of this event is March 7th Goddess Festival. The brand is taking advantage of the hot topic on March 7th to increase its exposure. The main purpose is to increase the number of fans for WeChat public accounts and e-commerce stores. The starting users are 300 seed users of WeChat personal accounts. The available channels are: personal account Moments, user Moments, public accounts and mobile phone text messages.

The path to participate in the event is: channel placement – ​​guide people to follow the official account – forward to Moments to collect likes – take screenshots of the official account to receive rewards – guide stores – attract orders – user sign-in – generate repeat purchases.

As an event poster to attract users, in order to stand out among many business activities at the same time and grab users' attention, the brand's event poster is divided into three parts: the head highlights the theme, the middle attracts attention, and the tail informs how to participate.

Since this event took advantage of the March 7th holiday and utilized the user consumption psychology, users already had expectations in their hearts, so there was no excessive modification in the poster theme. Instead, the product selling points were directly pointed out, with the focus on the attraction in the middle - random red envelopes: the user participation threshold is to forward the circle of friends and collect 7 likes. Users can get random red envelopes with a maximum amount of 1,000. Because the psychological benefits are greater than the cost of action, users are happy to participate, and their friends can also participate in receiving red envelopes, further reducing the user's potential social costs.

Here, the amount setting of the random red envelope cleverly utilizes the user's gambler mentality - overconfidence. Basically, everyone psychologically assumes that they are the winner of 1,000 yuan, and after receiving the random red envelope, they can use it as a topic of conversation among friends, creating an atmosphere of self-propagation, further encouraging users to forward and promote the event . While exposing the brand, it also attracts a large number of users to follow the official account.

In addition, when guiding users to forward Moments, the operators also designed corresponding copywriting techniques, which has two advantages:

Lower the user's cognitive threshold and improve the controllability of activities.

Through automatic replies in the background of the official account, users are directly and clearly informed of the next steps, and corresponding templates are provided so that users can take action without thinking. Through A/B testing, lowering the cognitive threshold for user actions can effectively increase user participation rate.

Secondly, the words that users forward on their own are uncontrollable. 80% of the test users only forwarded the poster, and the remaining recommended words did not exceed 10 words, resulting in poor secondary dissemination effects. Therefore, designing the copywriting template in advance can maximize controllability.

This activity follows the three-level traffic funnel to achieve the final target user sedimentation. The above-mentioned fission operation is only for the first layer of the funnel: public accounts and personal WeChat accounts accumulate a large number of users, and the next layer is to screen out target users, that is, users who enter the store and generate purchasing behavior.

The operator directed the traffic of the official account to the store through a flash sale product, and identified the target users through bundling sales. After the user received the random red envelope reward, the news of the flash sale product was pushed: cosmetics originally priced at 128 yuan were sold at 3.7 yuan for a limited time, with a limit of 370 pieces.

By comparing prices, target users can feel the magnitude of the discount offered by flash sales products, and by using time limits and quota limits to increase the sense of scarcity, giving users a sense of urgency.

The small print at the bottom of the poster reminds users to place an order for any product, which is easy to be ignored by users. It cleverly takes advantage of users' psychology of avoiding losses - users psychologically believe that they have obtained a flash sale product, and that participating in the event has incurred a behavioral silence cost. In order to avoid psychological losses, users are likely to place an order (this is also verified by the effect of the event).

In order to further improve the screening rate of target users, merchants also set up an add-to-cart operation during the event: users only need to take a screenshot of their purchase records during the event, and they can also participate in a random red envelope of 1 to 1111 yuan, which once again increased the number of users in the second level of the three-level funnel.

Finally, in order to prevent a large number of users from leaving after participating in the event, that is, the third level of the three-level traffic funnel - settling target users, merchants use a 7-day sign-in points system to encourage users to stay: if you sign in for 7 consecutive days, you can participate in the wheel draw and grab a red envelope of 1,111 yuan.

Red envelopes are in the form of coupons and can be used to deduct them from future purchases of goods, which not only increases retention rate but also increases repurchase rate.

Summary

Through the analysis of this event case, what I feel most deeply are the following points: 1. Using festivals to carry out marketing activities can effectively reduce the cost of attracting users, because users are more purposeful and the festive atmosphere can also encourage users to make impulse purchases, but the difficulty lies in how to stand out among many competing products.

The approach of this beauty brand - depositing traffic on multiple WeChat carriers (private domain traffic) and then directing traffic to stores - is a point worth exploring in depth.

1. I realized the importance of using bait properly - random red envelopes made use of 300 seed users to increase the number of fans of the official account by 100,000, bringing a total of 180,000 traffic. The flash sale products increased the exposure of the store, and the number of flash sale products reached 2,500 (with more bundled products). The random red envelopes for purchases led to 30,000 people purchasing 70,000 products, and the conversion rate increased to 36.8%.

Money is the simplest and most effective bait, but how to use the least amount of money to guide users to take more actions is a science. However, as an external incentive, the effect on user behavior will gradually decrease (see prospect theory in behavioral economics). Therefore, users must be given internal incentives, such as the loss aversion psychology mentioned in the above activities, and random red envelopes that can be used as topics of conversation, so that users can have additional psychological incentives such as comparison and showing off.

1. Operations is not only about studying routines and techniques, but also a science of studying user behavior and psychology.

Source: Yidou University