Case analysis: Wedding photography advertising case in WeChat Moments!

With the continuous evolution of consumption upgrading, taking wedding photos has gradually become a "must-have" on the wedding list of newlyweds.

Today, let’s take a look at the promotion of a “ multiple images into native page ” style ad in WeChat Moments, and then take a look at their delivery process.

1. Continuous display to improve user experience

The increase in consumer demand for wedding photography has also led to the emergence of similar companies and products. In order to stand out in the highly homogenized wedding photography market, Lanmu Wedding, in addition to continuously working hard to enrich product types and improve service quality, also hopes to attract more users' attention and gain more fans through the use of novel advertising formats.

Based on such demand, Lanmu Wedding Dress tried to use the "multiple pictures into native page" style of WeChat Moments advertising.

Different from the regular WeChat Moments ads with pictures and texts, the multi-picture native page style ads are different from the previous simple splicing of multiple pictures into a multi-grid format. Users can click on any picture they are interested in to enter the landing page of the corresponding carousel header image. This allows for better display of detail and quality in the samples and improves continuity.

2. Mix and match pictures to attract more users to click

In addition to using new advertising formats to provide users with a continuous viewing experience, Lanmu Wedding Dress uses 6 pictures of different styles as the outer layer materials, which can attract consumers with different needs from more dimensions , increase advertising click-through rate, and gain more attention.

At the same time, you can also use the same series of shooting materials to convey the shooting story to consumers , arousing users' curiosity to view the details.

3. Reasonable landing page settings to gain more customers

Novel forms of delivery are certainly very attractive, but the "basic work" must also be done well.

On the landing page, Lanmu Bridal Dress increased users' favorability towards the brand and increased user attention by showing users a variety of samples and delivering discount information and service commitments .

Lanmu Bridal increased the number of followers of its official account by 50% by using the "multiple pictures into native page" format for WeChat Moments advertising. The cost of following the public account was 32 yuan per person, with an average click-through rate of 3.85%, and the effective customer cost was controlled at around 160 yuan.

In this campaign, the novel “multiple images into native page format” is undoubtedly a highlight of this campaign. The cooperation of this novel format, exquisite materials and reasonable targeting has contributed to the success of the promotion.

Source: Tencent Advertising Service Account