Case Analysis | What is JD.com’s “Koi” information flow advertising like?

Today, the editor will share with you a JD.com "Koi" event advertising case and investment and franchising case analysis, as well as some delivery data sharing.

Topic: "One million, find Wang Yuan to be your spokesperson"

Activity Line:

1) As long as your name is Wang Yuan, you can sign up for the event and share the 1 million yuan prize, and have the opportunity to become a spokesperson;

2) If your name is not Wang Yuan, but you share that you have found Wang Yuan, you can receive a coupon package worth RMB 1,111.

Event page layout:

First screen: Activity theme and description

Why look for Wang Yuan?

Because the name of JD Digital's event is [Play what you have never played]

The form buttons are simple and direct:

I am Wang Yuan——Click to log in directly via WeChat

Not Wang Yuan——A pop-up window to guide sharing

Number of participants:

1) XXX Wang Yuan have participated in the bonus sharing, which stimulates user participation;

2) Ranking of the number of Wang Yuan in different regions;

3) Statement about the fake Wang Yuan, confirming the authenticity of the activity.

Event Details:

This part is actually an explanation of the rules of the entire activity. It is not the focus but is essential to avoid disputes.

The whole activity route is simple and brainless: yes - share the money, no - share to get coupons.

Platform: Toutiao

Industry: Housekeeping service franchise

Outer layer: blank market in Zhengzhou, promising industry, full support from headquarters, fast growth!

The creative level only explains an industry with market prospects, but does not specify which category it is. The accompanying pictures show how popular the scene is.

Landing page :

1) The overall situation is relatively stable and the theme is clear. It is worth noting that there is a floating red envelope icon in the upper right corner. We have always said before that users are always most sensitive to money. The style of the red envelope is original, making people accustomed to clicking it.

2) After clicking, a form for "Get a 10,000 yuan store equipment package" pops up, guiding the user to enter their mobile phone number to receive it, thereby obtaining customer information.

3) The received coupons will be in Toutiao-My Wallet-Coupons.

This form is the card function of Toutiao. In addition to clicking the floating button, it will also pop up when you click back after browsing the page.

4) For most people, Toutiao has always been a content platform in the users' inherent perception, which is far from shopping, payment, and money. Therefore, when using the card and coupon function, we need to guide potential users to use the card and coupon as detailed as possible (especially to explain that it is the card and coupon function in Toutiao-My Wallet, not other platforms), and at the same time cooperate with some official SMS/phone notifications to maximize the utilization rate of the card and coupon. 5) In addition to being able to receive coupons, the card and coupon function can also guide users to download applications.

For example, new users who register for a certain app can receive a 1,888 yuan voucher/gift package, etc. In the promotion of the card and voucher app download, users can be stimulated to receive the gift package first, and then guided to download the app to use it.

The above is the landing page of the Toutiao card function shared today. Welcome to discuss.

1. Wedding photography advertising data

Figure 1:

Friends circle card advertising

Click-through rate : 3.28%

Cost of attention: 37-43 yuan

Customer consultation efficiency: about 90%

Figure 2:

Moments Nine-square Grid Ads

Click-through rate: 5.21%

Form cost: 110-122 yuan

Customer consultation efficiency: about 70%

Figure 3:

Moments video ads

Conversion rate : 10.15%

Cost of attention: 35-42 yuan

Effective customer consultation cost: around 216 yuan

2. Real estate

CPM 15.2

Click cost 0.64

Lead cost 120

3. Vocational high school

Average click-through rate: 4.06%

Average cost per click: 1.01

Average lead cost 65

4. Education (Graduate Entrance Examination/CET-4 and CET-6)

WeChat public account bottom advertisement, attract fans

Currently, the cost of increasing followers on WeChat for level 4 and level 6 is 5 to 8 yuan, and less than 5 yuan when things are going well;

The cost of increasing followers for the postgraduate entrance examination fluctuates greatly, averaging 8 to 13 yuan, and 5 to 8 yuan when the situation is better.

5. Auto Show

Platform: WeChat Moments

Subject: Get free tickets to the auto show

Delivery period: 2 weeks

Exposure: 1.08 million times

Average cost per click: 1.72 yuan

Customer information leads: 2,900+

Customer cost: 34 yuan

Conversion : 20 potential orders

Creative landing page as shown

6. Home decoration copywriting materials and click-through rate

Delivery platform: Baidu information flow

For the home improvement industry, you can start from the aspects that users are more concerned about, such as price tricks, formaldehyde pollution, material shady dealings, etc., and you can write in a tone of exposing the shady dealings. like:

1) Don’t wait until problems arise after the house is renovated before you regret not hiring an acceptance company! ( CTR : 3.97%)

2) I only found out after I hired a supervisor that the renovation workers had cut corners so much without my knowledge! (CTR: 8.46%)

3) The top five decoration tricks exposed in 2017, you will regret it if you don’t read it! ! (CTR: 8.26%)

4) There are many tricks in decoration quotation. If you take these items into account, the price will be reduced by tens of thousands! (CTR: 2.98%)

Well, that’s all for this issue.

Source: Aichisem