Case sharing: How to use red envelope fission promotion to increase APP downloads?

The gameplay of the expanding red envelope is very simple. Enter the expanding red envelope activity area, enter the red envelope amount, let the red envelope expand for a while, and then share the red envelope with friends. Your friends will receive an expanded red envelope with a minimum of 1.1 times and a maximum of 10 times the amount. Suning promotes their payment and client through this red envelope fission method and achieves good results. So how do we use red envelope fission promotion to increase the number of APP downloads?

During the Spring Festival this year, Suning launched a red envelope expansion game to promote their Suning payment and client. I think this promotion idea is very good, so I wrote it down and shared it with everyone.

Why do you think their ideas are good?

Because they first used the word "red envelope". What is a red envelope? It’s all about money. Event planning and routines can only be linked to money, and then you can win the favor of countless users.

This is a fact. Although many people are hypocritical and regard money as wasteland, once an activity is linked to money, the probability of this activity becoming popular increases by more than half. Because everyone loves money, even if it is only 1 cent, people can have a lot of fun grabbing it on WeChat .

The second is the fission that occurred, which they call the expanding red envelope. That is, if a person sends a red envelope of 10 yuan, it may expand to a maximum of 10 times, that is, 100 yuan. If you send a red envelope of 1,000 yuan, it may expand to 10,000 yuan.

The fission function allows this activity to continuously attract geometric numbers of users to participate. Any activity must take this function into consideration. In other words, don’t just do an activity and promote it yourself. Allow users to continuously fission when participating in the activity, 1 person becomes 500 people, 500 people become 250,000 people... This is best.

I don’t know what their internal data is about this event, nor do I know how the actual results compare before and after the implementation. However, I found from a query tool that during the event, their daily downloads jumped from 200,000 to 4 million on one day, a 20-fold increase.

This is just the daily download volume. If the 20-day period from February 8 to March 2 is included, the download volume would be at least tens of millions. Based on a conversion rate of 10%, Suning.com instantly promoted millions of users. If the cost of a shopping card-binding app is 100 yuan, the cost would be hundreds of millions.

Therefore, their promotion strategy saved hundreds of millions of costs, as well as manpower and material resources.

1. Let’s talk about their gameplay

The gameplay of the expanding red envelope is very simple. Enter the expanding red envelope activity area, enter the red envelope amount, let the red envelope expand for a while, and then share the red envelope with friends. Your friends will receive an expanded red envelope with a minimum of 1.1 times and a maximum of 10 times the amount.

Rules for expanding red envelopes: Expanded red envelopes require recharge, and there are many ways to recharge. You can recharge through Suning Pay, Alipay , WeChat, etc. The recharge limit for each red envelope is 200 yuan.

If you want your red envelope to expand more, there are several key skills that you must master:

1. The inflation multiple of APP recharge is higher during the period;
2. The inflation multiple is higher when using his payment platform;
3. Under the same expansion multiple, the larger the recharge amount, the more cost-effective it is, so recharging 200 is the best;
4. The red envelopes received can be exchanged for shopping vouchers, which can be further expanded by cash exchange.

2. Analyze their routines

1. If users want to play, they have to download the App, and if they want to send red envelopes, they have to bind their bank cards. The step of binding their bank cards also activates their payment. Through this strategy, they not only successfully promoted their shopping app, but also promoted a user who paid for it.
2. Since you can grab the red envelopes that are split after recharging, more people will come to grab them if you post them on WeChat Moments . After these people grab the red envelopes, if they want to withdraw cash, they have to download the App and bind their bank cards to withdraw cash. A red envelope of 10 yuan can be split into 100 yuan, and 10 people grab it, which means 10 users. Of course, with this kind of fission method, the scale of fission is very scary.
3. When a user sends out a red envelope of 10 yuan and it splits into 100 yuan, it is possible that the amount of the red envelope that can be snatched will be greater than 10 yuan, which will drive the user to continue sending red envelopes.
4. The red envelopes that users grab cannot be cashed out and can only be exchanged for shopping coupons. At the same time, it stimulates users to buy things on the platform, which really kills three birds with one stone. Of course, the more cunning online money-making experts cash out after shopping with coupons, and can withdraw the money directly to their bank cards.

3. Cost control and rules pitfalls

Suning announced that this activity would cost 500 million yuan, and later said that 500 million yuan was not enough and that another 1 billion yuan would be invested, so the total cost is 1 billion yuan. However, this is the data they released to the public. As for whether they really invested 1 billion yuan, I think it is impossible, and no one is stupid.

It's just that using this for external publicity can trick more users into participating. Although no one believes in free lunch, if there is such a good thing, everyone will try it regardless of whether they believe it or not. During the trial process, they achieved their goals of promoting App and payment.

So how do they control this ballooning cost?

When they promote, they will tell you that there is a chance that the expansion multiple can reach 10 times. This chance is the expansion probability or fission probability. Event planners and programmers should all understand that this probability can be adjusted. I just need to adjust this probability higher on a certain day. In order to participate in this activity, countless users will pay money to participate.

Therefore, we don’t know whether 1.5 billion was really spent, because I tested it twice myself and there was almost no inflation, which shows that it was a pit. Of course, some people have made money online. I think there must be some real users who can make real money and attract more users to participate, otherwise no one will play.

Of course, this probability can also be adjusted by the program. It is a hurdle to say to the public that spending 500 million, 1 billion, or 50 million is all a hurdle.

IV. Multi-channel external publicity

This event has a lot of external publicity, on the one hand there is official publicity, on the other hand there is user publicity, and there is also some publicity by others. These are all necessary publicity plans, the purpose of which is to increase the popularity of the event and attract more users to participate. There are only advantages, no disadvantages. Any activity requires publicity, and publicity is the prerequisite for fission. These must be paid attention to when doing promotion.

Finally, the key to success is the two methods of money and fission. If users can earn money, they will download the App. By allowing more people to participate through fission, more users can be obtained.

When we are planning an event, we can use money and fission as the basic goals, and then add the app, public account , or other products we want to promote into the rules of the game. We must learn from one example and apply it to other situations.

Many people who do channel promotion look at data every day, calculate the input-output ratio, and calculate channel costs, which may cost hundreds of yuan for one user. However, through this activity, we attracted millions of users, which was much easier than channel promotion.

But the difficulty lies in the design of the rules and the gameplay routines. At the same time, this model can derive many gameplays. You can think about how to play and practice, as long as you use money and fission as the routine framework.

The author of this article @李建华 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services, advertising platform, Longyou Games