Case analysis: How to plan a new customer acquisition campaign?

The core position of the "content is king" strategy in the self-media era has never been shaken, but after users become immune to the same old content formats, and at the same time the traffic advantage is gone, how to find a balance between user retention, commercial interests, and brand value is a question that all marketers must think about.

During the operation process, launching some activities appropriately and timely is a good marketing method. With the right time, place and people, seize the opportunity, plan the event well, and fans and traffic will come naturally.

This event review is an event planning for the launch and promotion of a new product of our cooperative client SVAVO. I will analyze the event background, pre-event preparations, and specific execution one by one, so that I can see more clearly the problems that arise in the event planning process and reduce detours in the later stage.

1. Activity Background

This new generation of smart toothpick box from Ruiwo is a new product and has also been crowdfunded on JD.com, with the amount raised being 10,012,654 yuan. Using infrared sensing technology, as long as you put your hand to the toothpick outlet, the toothpick will be intelligently ejected, which is more environmentally friendly and hygienic. The overall design is simple and high-end. It is not only suitable for hotels, office buildings, but also chain restaurants and high-end restaurants. It is an essential smart product for home life, bringing more convenience to people's lives.

2. Purpose of the activity

Through activities, we can strengthen interaction with target consumer groups, launch new products to the market, build product reputation, increase product exposure, increase platform fans, and further guide conversions.

3. Activity Theme

As the Spring Festival is approaching, we decided to set the theme as: Sweep and take me home.

Themes that are in line with hot topics can resonate more with people, and household items also fit the themes of the Spring Festival, family, and going home.

Event poster

4. Activity Form

Users can earn points by sharing posters with QR codes generated by the platform and inviting friends to follow the official account. When the points reach the set amount, they can redeem gifts. The gift this time is Ruiwo's toothpick box, which can also test the popularity of the product in the market.

There are only two steps to participate:

Step 1 : Follow the official account and click "Generate Poster" to generate a poster with your own QR code;

Step 2: Share this poster with your friends. If your friends follow the official account through the shared poster, they will get corresponding points.

• Reward mechanism: Invite a friend to follow you once and you will get 10 points, no upper limit
• Activity prize: 500 points can be exchanged for a smart toothpick box
• Number of prizes: 5,000 based on budget and expected goals

Event poster

When planning the event, we took into account one issue:

How to get fans to actively participate in activities and let them see the hope of winning awards .

After discussion, the team solved the problem from the following two points:

1. The participation form of the activity must be simple and easy to operate

Don’t make the first step too difficult or a waste of time for users.

When we organize activities, we must always remember: users are lazy ; we don’t want to spend too much time on tedious operations.

So we only set up two steps for this activity: follow the official account to generate the poster, and share the poster. You only need to move your finger three times to complete the operation and you may get a prize. This is an operation that most users can accept. At this step, more users can be attracted to participate in the event, and the event will be a small step towards success.

1. The threshold of the activity must be something that users can complete

500 points can be exchanged for a toothpick box, and 1 friend is 10 points, which means you need to invite 50 friends to follow. Before the event, the team's planners made careful calculations and concluded that inviting 50 friends was the most appropriate number, which is also achievable for most users.

If you often participate in activities or plan activities, you will find that the number of friends that most users can invite to help is in the single digits. These people basically just post the event to their own friends circle after launching it, and then don't care about anything else. They don't care whether they can get the prizes or not, and they don't even send a message to a group. These are the people who didn't even make any effort for the first time, and they are not the ones we are trying to attract with our event.

We have made the following analysis based on the data collected from some of our previous activities:

For those who invite more than 10 friends to help, we can assume that they have made the first effort and care about this event. They not only forwarded it to their own circle of friends, but also transferred it to several groups they often use, and even asked their relatives and friends who are more familiar with them to help them. These are the ones we should strive for. The number of invitations and support from these people is distributed as follows:

By analyzing these people who have made efforts to help invite people, we can find a pattern:

• The number of invitations to help was less than 40, accounting for 54.6%.
• The number of invitations to help was more than 40, accounting for 45.4%;
• The fans invited a maximum of 195 supporters, and the proportion of those who invited more than 180 supporters was 0.34%;

In other words: "180" is a goal that most people find difficult to achieve.

According to the analysis of the above data, 45.4% of the participants were able to invite 40-50 or more people. After comprehensively considering the budget of the event and the difficulty of participating in the event, we set the threshold at 50 people.

These data are analyzed based on the activities our team has done in the past. When you are doing activities, you can also refer to the data of previous similar activities for reference analysis.

5. Activity Execution

• Customer service: participate in the entire activity execution, including message reply and order processing;
• Copywriting: Pay attention to reply guidance, write a tweet about the activity with spreadability, and refine the copywriting of the poster;
• Design: Provide pictures required for copywriting (posters, offline material design);
• Build: Pay attention to and reply to activity pictures and texts, set up the menu bar before and after the activity, and set up the promotion poster background;

In every aspect of the event, the relevant executive personnel were meticulous and conscientious, without any mistakes, ensuring that the event could proceed as scheduled and end successfully.

6. Activity Promotion

Shenzhen self-media big V and other paid event platforms have also found some event publishing platforms to publish the activities on third-party platforms to increase the exposure of the activities.

VII. Activity Results

This event ultimately increased the number of followers of Ruiwo’s official account by more than 50,000 and generated nearly 4,000 posters. It also brought more conversions to Ruiwo’s WeChat mall and offline physical stores.

Disadvantages: The instability of the third-party poster generation platform plug-in caused problems with backend consultation and some data.

So we do as many tests as possible before the event officially starts. It is always a good idea to be cautious. After all, the success or failure of every activity directly reflects the skills of the marketer.

Finally, I would like to say one more thing: behind every successful event, the prize budget is the key. More importantly, it requires meticulous planning and seamless details in the division of labor and execution. From event planning, copywriting, products, design, testing in preparation for the event to channel promotion, operation and maintenance, and customer service colleagues during the event, none of them can be missing.

Source: Brand Marketing People