Case review: How did you acquire 100,000 users in 3 days?

Want to know the secret to gaining 100,000 users in three days through an event? This article will give you a detailed introduction, including activity process, goal setting, program design, creative features, and implementation plan . I believe you will gain something after reading it.

1. Why do we participate in the 1024 event?

1. Take advantage of 1024 programmer activity hotspots

With the arrival of the festival, the WeChat Index increased by 644.05% day-on-day. We must seize this wave of growth dividends.

2. Take advantage of the trend of Internet complaints about Internet clothing guides

The "Fashion Dressing Guide for Internet Companies" on the public account of "Frightening" has exploded in the circle of friends , with over 100,000 readings and 20,656 likes.

II. Objectives and Key Results of the 1024 Campaign

First of all, we need to clarify the activity goals and formulate our data indicators according to the activity goals; according to the product life cycle model, we are in the growth stage 1-10 and need to attract new users. Therefore, our goal is to attract new customers.

2.1 Key data indicators

Goal: To reach 30,000 users through invitations.

Actual: The number of users invited reached 100,000.

2.2 Process data indicators

3. Activity plan design

Mainly explain how we design a fission activity.

3.1 Overview of 1024 Programmer Activity

3.1.1 Target Users

25-40 years old working professionals, the main users are programmers / the secondary users are designers/products/…

3.1.2 Activity gameplay

Motivation for participation:

Since programmers are often perceived as dull, rigid, and have poor taste in clothes online, and programmers are unwilling to accept this, the event took advantage of the fact that programmers want to break down outside misunderstandings of themselves and designed a programmer dress-up game in the hope of sparking discussion and forwarding on the Internet.

Activity process:

Users can scan the code on the activity page/directly open the "Five Insurances and One Housing Fund Tool " to participate in the activity - design the programmer image in their mind - send it to their friends circle to prove that they are not unsophisticated at all/design it for the programmers around them - send a message to query the housing fund

Event Highlights:

1. Catering to everyone's desire to express themselves, anyone can pay tribute to the image of a programmer in their mind through the program flow;
2. Use the most popular pixel style for design, like the technical flow, Super Mario elements + retro steam wave tones, covering a wide range, and can easily stand out among many hand-painted style games;
3. Unlock with special items to share
4. The audience of the game coincides with the target users of the provident fund;

How to play:

Programmers can design their own image by gender + hair + clothes + pants + shoes + props. People other than programmers can design images for people around them; by sharing with friends and authorizing them to unlock, they can get the special prop, the Princess of Hearts. The score is calculated based on the props everyone chooses, and based on the score, it is automatically determined which type you belong to and a random copy is given to guide users to spread the word.

3.2 The Secret of Acquiring 100,000 Users in 3 Days

3.2.1 Study the gameplay of fission activities in the market

We studied more than 100 popular activities on the market and summarized the six core factors that make fission activities popular and the eight common ways to play fission. The most important factor for the activity to be fission is the fission bait (which affects the conversion rate of referrals). The following is a detailed explanation:

Six factors of fission

Eight common fission activity gameplay:

Summary of common mutagenic baits:

Thinking about our activities based on common mutagenesis baits - 1024 programmers cross-dressing activities detonating points:

We succeeded mainly by using A99's pixel-style designs that randomly created the image of programmers (some programmer crowdsourcing platforms copied us), playful copywriting (it's interesting to see the copy forwarded in the circle of friends), and magical background music (the music for making fun of in the circle of friends).

3.3 Using the BJ Fogg model to improve the fragmented ideas in your mind

We'll go over power, abilities, and triggers in detail in BJ Fogg.

3.3.1 Definition and examples of power

The factors that influence motivation can be found in the gamification core driving force model. The more the eight factors account for in the activity plan, the better the fission effect, and the greater the sharing rate and fission coefficient.

The eight core driving force model of gamification

1. Mission: Altruism.
2. Achievement (Comparison/Challenge): Our inherent drive to make progress, learn skills, achieve mastery, and overcome challenges. "Challenge" is particularly important. eg: rank system/medal system (PBL system); King of Glory group ranking/2018 Taobao Double Eleven team PK.
3. Creation ( UGC ): drives players to fully engage in the creative process, constantly discover new things, and try different combinations. People not only need ways to express their creativity, but also need to be able to see the results of their creations, get feedback and make timely adjustments. eg: NetEase’s sleeping position competition, where users create various obscene pictures to share.
4. Possession (greed): free takeout/free taxi rides, all kinds of bargains and all kinds of gains. Eg: Meituan’s 1 cent taxi-hailing activity/collection of fragments.
5. Social : The sum of all the social factors that motivate people, including mentoring, social proof, social feedback, partnerships, and even jealousy and competition. eg: NetEase Xijing course distribution.
6. Unknown (curiosity/probing): People are drawn to something because they don’t know what will happen next. Eg: curious easter eggs/random lottery probability/double cards/hidden props/unknown mysterious gifts/unprecedented forms of activities. Snooping in anonymous mailboxes/testing how well two people know each other.
7. Scarcity: The desire to obtain something is not necessarily because you really want it, but because it is too rare or difficult to obtain. There is only one first place and five prizes. eg: The number of places for the internal test is limited, and the season skins are available for a limited time
8. Escape (loss): eg: special offer, limited time sale.

Various combinations of gameplay:

The mini program "keep check-in assistant" is designed around the needs of a sports companion environment in the fitness community . Users can click on "sports check-in group" or "running check-in group" on the homepage of the mini program to create relevant groups. You can then invite group members to join the mini program, try out the power of the community, and work together to reach the top of the rankings .

3.3.2 Analysis of the motivations of 1024 programmers’ cross-dressing activities

3.3.3 Capability Design

Capability design mainly depends on the product path design being simple and easy to understand.

4. Activity Execution

4.1 Activity Design Phase

4.1.1 Design work

Preliminary research:

Design: How to quickly and cheaply complete the pixel-style design of 99 clothes + pants + props.

The plan was confirmed: use PIEXMASH for the clothes and Ps for the avatar (suddenly I feel sorry for the design for 1s).

Do a good job of poster A/B testing:

Core: Break the poster content into pieces for A/B testing.

High template poster features:

1. The Dimension Code must be conspicuous;
2. Cover search keywords ;
3. Poster elements must be broken down for A/B TEST optimization;
4. The poster copy must be concise.

4.1.2 Operational work

Select the distribution channel based on the target users:

Create topics and atmosphere in advance based on channel characteristics:

4.2 MVP Testing

The total activity design and development took only 3 days, and the lack of MVP testing also led to a low conversion rate for saved images.

4.3 Preheating

There are only 3 days left to the event, so we are missing this part... However, the creativity-driven fission is not that important; the interest-driven fission warm-up is more important.

4.3 Activity

The activity has already started. Product managers need to continuously optimize and polish product operations based on data and create topics to continuously bring traffic to the activity.

4.3.1 Observe the continuous optimization of core funnel data

Problems found:

A friend gave me feedback: The Save Image button on the iPhone 6 is invisible, so we looked at the funnel conversion rates at different pixel ratios.

Data: 58% (most users) of users have a pixel width ratio of less than 360, and the conversion rate is only 60%.

Evaluate our optimized save image button:

Strategy: Move the save image button up.

The conversion rate of the Save Image button increased by 16.52% from 60.59% to 77.11% before and after optimization.

Note: How to set up the funnel.

Optimize the pitfalls caused by time constraints, you can directly save the album to share instead of taking screenshots and then sharing:

Reason: In testing activities, everyone has developed the habit of saving pictures and sharing them.

The conversion rate of the share button increased by 9.48% from 30.11% to 39.59% before and after optimization.

The fission level also increased from an average of level 3 to level 6.

4.3.1 Always check whether the PV reaches 5 million to avoid being blocked

Here are three anti-blocking tips:

1. Message notifications can be canceled at any time;
2. Hide sharing related buttons on detail page;
3. Similar to mini-program routing, if one is blocked, you can immediately switch to another one.

4.3.2 Continuously Optimize Channels

See which channel has the best traffic generation effect, increase the energy investment in this channel, and create an atmosphere

5. Our team image designed using the 1024 programmers cross-dressing activity

Source: Different Dimension