12 Fanstong case studies to unlock creative information flow routines!

In recent years, traditional home furnishing and decoration companies have transformed to the Internet , and many Internet home furnishing and decoration companies have also begun to emerge. The competition for online promotion has become increasingly fierce, and the bonus period has gradually faded. Creativity is becoming increasingly important for online marketing .

We have collected some typical advertising cases in the industry: space utilization, decoration quotations, urgently looking for owners, decoration styles and other creative directions for your reference!

Advertising format: Pinsu big card

Keyword placement: small space, big use

Customer background: A home improvement customer in Wuhan, with preferential policies, mainly collecting customer consultation

Creative material:

Attract young people with strong demand with "small space, big use", show the decoration effect with large pictures to stimulate the audience; attract attention and increase the interaction rate; click to jump directly to the registration page, get discounts, and leave customer information

Delivery targeting:

Targeting the large home decoration in Wuhan; Wuhan is divided into different age groups; Wuhan decoration is divided into different interests

Delivery suggestions:

1. In terms of materials, try to use soft furnishings

2. Targeted groups: those who are trying wedding photography, preparing for marriage or having a second child

Delivery effect:

Interaction cost 3-30 yuan; Customer consultation cost about 200 yuan

Advertising format: Pinsu big card

Keyword placement: Limited to 88 free orders

Client background: A large traditional home improvement company that is currently switching to the Internet

Creative material:

Targeted Beijing small apartment, private customized decoration, more likely to attract the attention of people in the targeted area; limited to 88 free orders, perfect presentation of quality and speed, stimulate registration and retain customer resources

Delivery targeting:

Beijing area large account, decoration account and mother and baby account

Delivery suggestions:

1. It is recommended to expand to second- and third-tier cities and occupy other markets

2. Try using a grassroots image on a small account to popularize decoration information to the audience

Advertising format: Pinsu big card

Keywords: Make your home 30% bigger

Client background: A traditional home improvement chain company in Changsha, mainly collecting customer information

Creative material:

Targeting Hangzhou, regardless of house size, the copywriter used the pain point of expanding the space by 30% to resonate with the audience, plus 188 free design places to attract the audience to participate in the event

Delivery targeting:

Changsha area large account, decoration account and mother and baby account

Delivery suggestions:

1. Can maintain continuous delivery

2. It is recommended to hold activities on Weibo from time to time to mobilize the enthusiasm of fans

Ad format: App home nine-square grid

Keywords: simple furniture

Customer Background:

A furniture e-commerce APP requires a large number of activations, and the IOS activation cost is less than 15

Creative material:

The material is simple and eye-catching, popular among young users, and the copywriting directly hits the pain points

Delivery targeting:

Home and decoration designated account

Delivery suggestions:

1. You can also try downloading the APP on Bowen Jiutu and Pinsu

2. It is recommended to open multiple small accounts to grab the volume at the same time

Advertising format: Pinsu big card

Keywords: decoration style consultation

Case background: A traditional home improvement company in Lanzhou wanted to increase the local brand influence and attract effective customer resources through online advertising.

Creative material:

For Lanzhou customers, Pinsu displays renderings of different decoration styles to solve customers' confusion about decoration styles. The landing page uses a test decoration style to attract users.

Delivery targeting:

26-45 years old; Lanzhou; Decoration and competitive product accounts

Delivery suggestions:

The local attributes of the copy can be strengthened, such as "The house is not in Lanzhou, please do not click" or "Only for Lanzhou tenants".

Delivery effect:

The interaction rate is around 0.6%, and the customer cost is around 150

Advertising format: Pinsu big card

Keywords: decoration area actual measurement comparison

Client Background: A well-known domestic Internet home improvement brand, to increase sales and collect customer information

Creative material:

90% of people don’t know this, so it catches your eye right away. By comparing two pictures of the decoration area, the difference is intuitively displayed. The landing page guides customers to leave their mobile phone numbers to sign up for a free test, which results in a high level of user participation.

Delivery targeting:

Mainly for decoration, wedding, mother and baby groups

Delivery suggestions:

The material pictures should be intuitive, and then you can find the points that impress users and then magnify them. The guidance of the landing page should be consistent with the content of the blog post.

Advertising format: Pinsu big card

Keywords: decoration list

Client Background: An Internet home improvement integrated service platform collects customer information through online promotion. The client requires that the cost of collecting customer information should not exceed RMB 180

Creative material:

Use a more original quotation list format to attract users to click, and use the form of free decoration quotation to attract users to fill in information.

Delivery targeting:

26~55 years old; nationwide by region; large size for decoration; large size for home; large size for wedding photography

Delivery effect: interaction rate is about 1%, customer capital cost is about 150 yuan

Advertising format: Pinsu big card

Keywords: decoration calculator

Client background: A well-known domestic home improvement brand, mainly collecting customer information through the Internet

Creative material:

The decoration calculator allows users to measure the budget for their own home decoration. After clicking on the landing page, the user will see the real calculator interface. After filling in the relevant information and submitting the mobile phone number, the user can get the corresponding content. The participation rate is very high.

Delivery targeting:

Mainly for decoration, wedding, mother and baby groups

Delivery suggestions:

Most people don’t understand the price of decoration, and the calculator interface is simple and direct. After the user fills in his or her own conditions, he or she continues to leave a mobile phone number. The whole process is very reasonable and very real.

Advertising format: Pinsu big card

Keyword placement: storytelling

Client Background: A local home improvement company is transforming to mobile Internet and requires the customer cost to be within 200

Creative material:

In the form of storytelling, it is easier for people to resonate

Delivery targeting:

The overall cost of launching in many cities across the country is around 180. There is also a lot of demand in second- and third-tier cities, which needs to be further explored.

Delivery suggestions:

1. Storytelling can be delivered through a small account to reduce the audience's rejection of the advertisement;

2. Although the cost of customer information is low, the conversion rate of customer information is gradually decreasing. You can guide users in the copy and give them a reason to fill in real information.

Advertising format: Pinsu big card

Keywords: Urgently looking for 88 owners

Client Background: A traditional home furnishing store that is transforming to online Internet promotion and requires customer capital cost to be between 150 and 180 yuan

Creative material:

Use physical store activities to attract local users, urgently find 88 owners to offer discounts, guide them to click and fill in the form

Delivery targeting:

25-50 years old, Beijing, Decoration, Home, Select "Home Service" interest tag

Delivery suggestions:

Too many landing pages can easily lead to the loss of impatient customers. It is recommended to simplify the settings of the landing page to reduce the cost of filling out

Advertising format: Pinsu big card

Keywords: old house renovation

Client Background: A new internet platform for renovating old houses, which needs to collect customer information

Creative material:

Compare the old and new houses before and after renovation to impress the audience, and the effects before and after renovation are clear at a glance

Delivery targeting:

Mainly for decoration, wedding, mother and baby groups

Delivery suggestions:

The material pictures should be intuitive so that users can obtain the most core information. The effect of the before-and-after comparison picture is very obvious, so many users want to know how to do it and how much it costs after seeing it, which can guide them to subsequent conversions .

Advertising format: Pinsu big card

Keywords: home improvement 618

Client Background: A home improvement client used the 618 shopping event as an opportunity to place advertisements and required the cost of customer information collection to be within 500 yuan.

Creative material:

Taking advantage of the 618 promotion , the senior designer's 6 free services are used as a gimmick to attract customers.

Delivery targeting:

Competitive products and regional investments

Delivery suggestions:

1. In terms of materials, we will combine the hot topics in the second half of the year to launch hot decoration topics

2. Targeted groups: those who are trying wedding photography, preparing for marriage, or preparing for a second child

Advertising effect: Interaction cost 20; Customer consultation cost about 400 yuan

Have you learned the above home furnishing and decoration industry marketing strategies? In fact, any industry has pain points that the audience is concerned about, and these pain points are the starting points for creativity. However, the audience's focus will also change, which requires us to observe in a timely manner and have new insights.

Author: Weishidun Marketing , authorized to publish by Qinggua Media .

Source: Weishidun Marketing