Alibaba internal review | How to plan a large-scale brand event from scratch

Alibaba internal review | How to plan a large-scale brand event from scratch
Organizing various celebration activities is a problem that every operator may encounter in daily work, such as the anniversary celebrations of various companies. This article will take the Ali Qiandun anniversary celebration event personally managed by the author as an example to systematically share how to hold a successful anniversary celebration.

Preparation period: resources and plans, both This stage usually starts two months before the celebration. At this stage, we must first confirm various resources, brainstorm various plans, and always focus on the temperament of the product during this process. 1. Resource confirmation For Apps, the resources of market channels (such as App Store , 360 Mobile Security, Baidu Mobile Assistant , PP Assistant , etc.) are very important. Large-scale marketing activities such as the first birthday are jointly organized with the channel side, which is not only conducive to increasing the number of users, but also conducive to brand exposure. Qiandun finalized the activities during the anniversary period with PP Assistant in advance, which brought in tens of thousands of new users in one day. The resources for cross-industry brand cooperation are also very useful, whether it is lightweight Weibo and WeChat interactions, cooperation on the splash page, or linkage among several products. During the anniversary celebration, Ali Qiandun had a lot of interactions with Alipay , Tmall , Taobao , Ali Travel and other accounts, combining the tone of each company's self-media to wish Qiandun a happy birthday. The number of fans covered on Weibo alone exceeded 50 million! Brand content resources are the foundation of marketing . The highlights of the content can often multiply the power of the communication channel several times. Make use of the main functions promoted during this period and combine them with hot topics to create "viral videos" and "viral posters". This resource must focus on sharing. If exquisite content is not spread, it is not successful content. According to the theme, Ali Qiandun prepared in advance to combine with the latest hot topics at the time, such as Angelababy and Huang Xiaoming’s marriage, the hit drama “Nirvana in Fire”, etc., and launched “viral videos” to trigger widespread sharing and discussion. Confirmation of news resources, whether there are some key product releases, whether there are any speeches by industry experts, etc. Although the anniversary celebration is a marketing activity, as long as there are celebrity resources (looking forward to Jack Ma 's support for Qiandun) or heavy investment, everything can be made into a news event. The technical resources within the product can be used to make some interesting H5s and spread virally, such as the several H5s that Tencent Games has previously made that have gone viral. The production of this aspect requires first understanding the boundaries of technology and secondly a grasp of human nature. It is very important to make users want to share within the boundaries of technology. After careful consideration, the anniversary celebration is still mainly focused on user benefits. Therefore, Qiandun has launched welfare activities with extremely low participation costs to express gratitude to users for their support. 2. Brainstorm It is important to clearly mark the product's temperament and goals before brainstorming to avoid the storm being boundless. All activities must first serve the product's ultimate goal and vision in the long term; in the short term, the KPI of the activity must also be considered. Ali Qiandun’s anniversary goal is mainly brand awareness, so the main considerations are Baidu Index and the natural traffic of the channel, for your reference only. The overall activity needs to consider topicality and spreadability. Only by triggering topics and user self-propagation can it influence more people. The overall theme and plan need to be confirmed in about a month. If a lot of development is required, this time needs to be advanced. It is best to book UED and development resources in advance. Warm-up period: Engaging and engaging in topic-based discussions This part is closely related to resources and plans, and will still be explained here in conjunction with Qiandun’s anniversary celebration. 1. Preset of search engine content such as Baidu You can set up Baidu content about 10 days in advance. You can describe the activity to seed users or fans or let them experience it in advance to see what kind of queries they will make after being exposed to it, and then cover the search keywords for these words. You can create free content such as Baidu Knows and Baidu Experience. The Baidu weight of this content is very high. This section is mainly to allow users to find corresponding solutions immediately through search if they have any questions after seeing the external communication. 2. Countdown exposure on Weibo attracted attention The exposure of this area will be very large, so you need to book some large resources in advance. You can use the resources accumulated from cross-industry cooperation, or you can purchase some matching number segments. Please note that the matching here refers to matching with the dissemination content and product characteristics. For example, in this Qiandun anniversary celebration, based on the product positioning as an online shopping security app, the communication is mainly related to online shopping. Some people say that online shopping has covered all of humanity, and I agree with that. But with this positioning, I will definitely not purchase some professional number segments, even if they are famous in the security industry. The dissemination of this part also needs to have a certain rhythm. Generally, the last day of the countdown is the most important, which is conducive to users remembering and preparing to participate in the event. Therefore, the investment in this area can be correspondingly larger. In addition, it is not recommended to add QR codes or download entrances when spreading this part. The author personally tested that the download link on the Weibo App cannot be downloaded, and the QR code is not conducive to exposure among fans (it is said that Weibo will reduce the display by a certain percentage). Ali Qiandun’s main focus this time is security, and it hopes to spark a topic by asking “Do you want pleasure or security?” By having three groups of famous figures in human history discuss security, it aims to inspire users to think about “my sense of security”, emphasizing October 22 at the bottom, and there is a countdown. And in the main text, it informs users that "There will be a limited-time carnival from October 22nd to 24th, and you can get popular mobile phones and massive red envelopes!", which strengthens the user's urge to remember. 

 Celebrity countdown on Weibo sparks discussion on sense of security 3. Release on WeChat to guide self-propagation The main purpose of this part is to trigger self-propagation. The copywriting , materials and number selection in this part are very challenging. It is best to do them in combination. For example, among the KOLs who spread the message, the single reading cost-effectiveness of the funny type of segments is high. It is very important to guide users to think about the problems that their products can solve in a funny way. However, the countdown pictures and texts circulated above are very grand and not very funny, so they are more suitable for use in segments related to life, study, and big cities, based on content that can fill in users’ knowledge gaps (celebrity stories). In addition, combined with the research on "lack of security syndrome", people are encouraged to participate in the dissemination of emotional H5, listing the sense of security in life and emphasizing that Ali Money Shield allows everyone to "buy" safely and more "quickly". 

 WeChat release and sentimental H5  4. Product opening page For existing users of the product, a countdown splash page is used to inform them of the event and create an atmosphere. Ali Qiandun uses content that is consistent with Weibo, with celebrities speaking on the platform, counting down to Qiandun’s first anniversary from their perspective and triggering thinking about a sense of security. Outbreak period: Announce discussion results and stimulate downloads 1. Product internal activities (easy to participate, easy to share) As an App operator , the ultimate goal of our brand operation is to increase new users, retain users , and increase activity, so activities within the product are very important. First of all, this activity will attract some new users to download and use the App; for old users, the activity can also enhance their activity. Ali Qiandun has prepared Meizu blue mobile phones, notebooks, Jifenbao and other gifts this time. As long as users enter the event page and watch Qiandun’s one-year anniversary history (showing the development of various online shopping security functions), they can participate in the event. Everyone has one chance, but "sharing" once will increase the chance. In order to provide a better user experience , we have made full arrangements for the user entry points: for old users, we guide them through push notifications, opening screen pages, and obvious signs on the home page; for new users or new upgrades, we directly add an activity entrance on the welcome page, and users can directly participate by launching the application. In addition, there are internal push notifications and home page prompt entrances; for users of the old version of Qiandun, we send push notifications to display the benefits of the activity and prompt them to upgrade and participate. After the upgrade, they will follow the guidance of the new upgraded users. 

Customized push notifications, welcome pages and sharing links for new and old users 2. Channel marketing activities, communication + interest stimulation download While continuously spreading the word externally, launching certain marketing activities will help users convert their knowledge of the product into market downloads. This time, Qiandun has carried out in-depth cooperation with PP Assistant and carried out large-scale event promotion on the Android version of PP Assistant. 3. Weibo strengthens exposure, "We need pleasure, but also a sense of security" First, we used Weibo to communicate the core benefits of the event: highlighting that we have very attractive prizes such as mobile phones and tens of millions of points, and the number of prizes exceeds 200,000. Through super matching large accounts, the campaign can be spread to increase its visibility and maximize conversion rates . Regarding the topic of security and pleasure, we have prepared GIF sets and Flash videos for dissemination. This part of the material is combined with current interesting hot topics to fully demonstrate the services that Qiandun can provide to users. 

Combined with the SHIELD heroes' money shield function GIF 

Combine Huang Xiaoming's marriage, "Milk Tea" marrying Liu Qiangdong , Wang Sicong's black card and other current hot topics to make "viral videos" 4. Customized WeChat advertising to optimize the use of communication resources GIF and Flash videos are also disseminated, but multiple dissemination articles are prepared for various WeChat KOLs to ensure type matching. For large-scale publications in Shanghai, Beijing and other regions, we have prepared a report titled "I thought the Little Prince was a literary and fresh guy? You didn't understand him at all! 》, which proposed a content that was different from everyone's conventional understanding, providing topics for discussion for viewers; it also combined the long-standing hot topic of "leftover women" in big cities to make a "【Skill Post】How can older leftover women get a boyfriend with the highest power in one second! 》The copy attracts users to click and share. For big funny video accounts, we will combine the videos with some simple copywriting: "It is said that all the empty, lonely and cold people clicked on this video." Some life-related accounts push some emotion-related copywriting such as "Who can you blame for feeling empty, lonely and cold?" Things that relationship experts won’t tell single people! 》. There are two options for the dissemination of number segments based on the goals. The first is to expose the interest points of the activities within the product to a larger extent and guide users to "click on the original text" to download; the second is not to provide a download channel and mainly rely on self-propagation of content. The author believes that it is difficult to achieve both download guidance and sharing guidance. Therefore, when selecting number segments and copywriting content, one can consider whether the purpose of the dissemination of this type of number segment is downloading or sharing. 

WeChat customized content delivery and dissemination Follow-up period: Review activities and trigger secondary dissemination During this period, PR media or self-media channels are mainly used to review the overall activities, extract data or hot spots from the activities for summary, and then disseminate them again. The content can be divided into two parts: for the general public and for the industry. Among them, the main focus for the general public is to extract and disseminate news content from the perspective of the general public. For the industry, it can be mainly disseminated on various professional vertical media platforms such as products, design, operations, and brands to enhance the industry's visibility, while also allowing for mutual communication and learning. 

Event review and communication summary Large-scale marketing activities require a huge amount of human and material resources. How can we achieve or exceed the expected results? This requires outstanding creativity, plans and meticulous execution. Being responsible for such a large-scale event is a great opportunity for brand operators to improve themselves. One picture can help us understand the overall context. According to each event, we can also add some novel things to make "it" more vibrant!

Mobile application product promotion service: APP promotion service Qinggua Media advertising

This article was compiled and published by @杰盛 (Qinggua Media). Please indicate the author information and source when reprinting! Site Map

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