How effective is the New Year Greetings H5? Is your product suitable for H5?

01. Why H5?

The end of the year is approaching, and basically every company and every brand is thinking about how to wish their customers a happy new year. Our company is no exception. The boss said that we can’t just send group messages and we must be different from others.

So this important task fell on me.

Then my mind started to wander, how about it be different? That’s easy!

In less than a day, I came up with three solutions:

Option 1:

I'm making a movie called "The Temptation to Go Home" . I've already thought of the plot. Li Dalu, Zhu Su, and Wang Ritian are a few good friends who get along well. After a party at the bar on New Year's Eve, they become homesick. Thinking of the elderly and children at home, they feel they should spend the New Year with them. So they make up their minds and decide to go back to their own homes without stopping for a second. They take a taxi home and the whole family enjoys the Spring Festival together.

Option 2:

We released a single called "Gong Xi Fa Cai, Get Rich Overnight" and invited superstar Andy Lau to sing it. Several years ago, his song "Gong Xi Fa Cai" became popular all over the country. During the Spring Festival, this song can be heard in every street and alley. I believe that the next song we release will also be popular. Moreover, the theme of getting rich overnight fits the thinking of contemporary people so well. I think it will definitely be a hit!

Option 3:

Make an APP named [Customers are all my parents] with a very simple function, with only one button "Call". After the customer installs the APP, just press the "Call" button to play the built-in voice, "Dad", "Mom", "Dad", "Mom" in a loop. Of course, the customer can set in advance whether to call dad or mom, and can even set it to call brother or sister. This function can make customers feel the warmth of family and relatives. It is perfect.

I have to admire my own intelligence for being able to come up with three such amazing plans. If I show them to my boss, he will definitely be very satisfied.

So I submitted these three plans.

Boss’s reply:

• No money! Can’t afford to make a movie!
• No money! I can’t afford Andy Lau!
• No time! Programmers also celebrate the New Year!
• …

This has really pushed me to the brink of despair. I can’t make movies, release singles, or make apps! What else can I do?

Make an H5?

Hmm...I think it's ok.

Okay, let’s get to the point. Why did you choose H5?

Based on the current market situation, we found that there are basically two ways for businesses to send New Year greetings to customers. Either send group text messages or send WeChat messages . If there are fewer customers, they can send them one by one, but if there are more customers, they still have to send them in groups.

In fact, this experience is quite bad. The merchant wants to send blessings and has sent blessings, and the customers have received them, but it has no effect because the customers do not feel how sincere or heartwarming the blessings are.

This is also a pain point. There are many problems in greeting customers in this way, so innovation is necessary in the form.

The above three solutions are not just for fun. We just want to use a more interesting way to tell you why we chose H5 among so many forms.

Because it is lighter in form, simpler in expression, can carry more content, and at the same time, has the highest cost-effectiveness.

This is why we chose H5.

02. How to make this H5?

How to determine the style?

Since it is a New Year greeting H5, there are basically only a few styles. It can be either funny and make people laugh, or it can be heartfelt and sensational to fit the atmosphere of the Spring Festival and see if it can move customers.

How to choose? This is also a problem.

I just happened to see the short film "Three Minutes" directed by Peter Chan which has been all over the WeChat Moments .

Think about it, it’s not just this iPhone ad. You’ll find that many companies and brands such as Alipay , Tencent, NetEase, and JD.com rarely use a funny style in their Spring Festival promotions.

JD’s recent “Jiao Yulu”, Alipay’s previous annual bill, Tencent’s various heartwarming videos, NetEase’s various heartfelt H5s, and so on.

I think one of the reasons for this is probably a feature of the content style.

Humorous and interesting things can be used at any time because they do not require specific scenarios.

For example, NetEase’s previous works such as "The First Day of Work, NetEase Dad Teaches Me How to Be a Human Being" actually do not have any special background.

But it’s different when it comes to heartfelt and sentimental things. Without the context, it’s easy to fail to achieve that effect and easily lead to forced seduction.

It is easier to achieve results by being sentimental and heartfelt in a specific context.

Another reason is that humorous and interesting things are good, but it is really hard to find content that has not been seen much and is interesting enough. It is easier to grasp sentimentality and sensationalism.

Based on these reasons and a large number of case references, we decided on a sentimental and heartfelt style.

How to determine the content?

(1) Logical structure

In fact, there are many angles to choose from when celebrating the Chinese New Year, including New Year’s Eve dinner, family, reunion, childhood memories, and many more.

There are many factors to consider when choosing an angle, and one of the most important factors is the customer base.

After considering our own main customer groups, we decided to start with “people”.

This is actually a universal entry point, especially for companies whose brands are not focused enough, whose industries are not segmented enough, and whose user groups are broad. If you really can't think of a good entry point, just choose "people".

The next step is to build the H5 content structure around the entry point of "people".

How to combine "people" with content is the key issue that needs to be considered. It's the New Year, and there are so many people. Greetings, gathering, and thanks are all keywords .

Who do we need to thank the most during the Chinese New Year?

They are nothing more than family, friends, benefactors who have provided help, and of course, yourself.

Thank yourself - thank your family - thank your friends - thank the benefactors. This is the overall logic . Add in the part of greeting the New Year and sending blessings, and the structure of the entire H5 is complete.

(2) Copywriting selection

The heartfelt and sensational performance is actually achieved through the atmosphere created by pictures, texts and background music. The copywriting becomes a very important part of this. If the copywriting is bad, the sensationalism will definitely not be achieved.

Without further ado, let’s take a look at the text we finally finalized.

The entire copy has a sequential logic. In our opinion, although this copy cannot be said to be very good, it is penetrating to a certain extent.

(3) Screen creation

As mentioned above, the picture is another very important part. The combination of picture and text will make the effect better.

I won’t say much about this part, let’s take a look at the visual effects of the specific combination of pictures and text.

In fact, many pages have dynamic effects.

For example, one picture shows a back view, and as the text appears, the effect of rain gradually appears.

For example, there are several pictures with flames. At the beginning, it is actually dark, but as the fonts appear, the flames gradually become brighter, changing from cold tones to warm tones.

These detailed designs have been tested repeatedly, and the effect is indeed very strong.

(4) Background music

This part is also very important. The background music basically determines the atmosphere of the whole scene once it appears. After listening to countless music, we chose a piano piece, which really makes people feel touched when matching the whole picture.

Put on headphones and turn up the volume, the effect is amazing.

How to achieve interaction?

The spreadability of H5 without interaction will be greatly reduced, so we have been thinking about this issue from the beginning.

We want this H5 to be used not only by ourselves but also by our customers. They can use this H5 as a tool to wish other customers a happy new year, which will greatly increase its dissemination.

So we set up a function on the New Year greetings page. Simply put, no matter which channel you click in from, you can see which channel provider sent you the blessings.

For example, if I share it to my circle of friends or send it to someone or a group, someone will click on the link I shared and see my WeChat name on the blessing page, which shows that it is a blessing from me to him.

Such blessings will make people feel very special and thoughtful.

The page effect is like this.

In addition, we also spent some time thinking about the sharing words, how to make users want to click to read them after seeing them. This is what we did.

The above are probably some of the designs we made on interaction. Due to the issue of balance, we don’t want the interactive elements to be overly prominent and dilute the content, so it is relatively simple.

03. How effective is this H5?

According to user feedback, it’s actually quite good, and users were so moved that they cried.

Really, it’s not easy to move someone as hard-hearted as me.

The above are some specific user experience effects. Let’s talk about something practical.

We introduced this H5 to some businesses and told them not to send group text messages or WeChat messages this year, but to wish customers a happy new year in a different way.

We add their company logo to the final blessing page of this H5, and the name of the sharer will be automatically generated when it is sent.

The most amazing thing is that all the communication extended through the merchant’s original link will carry the merchant’s brand logo. As long as the promotion is a little better, the amount of communication will far exceed their existing customers.

These are very attractive to merchants.

This is not only a special blessing, but also a particularly heartwarming blessing. For merchants, not only do customers receive blessings, but their brand exposure is also increased. These benefits are much better than mass messaging.

And all this only costs 300 yuan. You should know that the price of an H5 is much more than that now.

So we achieved a win-win situation, we made money and the merchants got what they wanted.

04. Summary: How to impress customers?

Is your brand suitable for impressing customers?

In fact, this question is very simple, and almost any answer can be given. Anyway, when I faced this problem, I couldn’t think of any counter-examples.

Even if it is a special industry like XX, you can still impress your customers. Don't ask me what XX is, just figure it out for yourself.

Although sentimental films are often just used as a joke, think about it, if even the people who apply the films are so serious about it, and your own brand is still very ordinary, would you be afraid?

To extend this further, a foot massage parlor has launched a sentimental package. The people there are nice, they speak well, and the technicians are very skilled. These have formed their own label - sentimental foot massage. Do you think you will seriously consider it next time you need a foot massage?

Therefore, if you can impress your customers, there is definitely nothing wrong with you. Even if you are wrong, the fault is definitely not yours.

How to impress customers?

(1) Brand characteristics

What is your brand? What is your product?

This is a question you need to think about. If you are working in the workplace, work, workplace interpersonal relationships, drifting in Beijing, etc., these are all good entry points.

If you are in the tourism business, sayings like "Just go when you want" and "Life is just a journey" are also good choices.

If you are engaged in e-commerce , combining it with family and the products you sell, such as food, are also good choices.

In general, this part should explain that it is best to combine it with your own brand characteristics.

Of course, it doesn’t matter if they can’t be combined, as long as the content is good.

You see, Chen Kexin's "Three Minutes" is about family and reunion. In fact, this content has nothing to do with the iPhone, so the publicity has always emphasized that it was shot with iPhone X to increase the connection with Apple.

But I don’t know if you have discovered that “Three Minutes” is not as simple as shooting with an iPhone X. With so many peripherals such as telephoto lenses, drones, and OSMO handheld gimbals, you can also shoot with Xiaomi. (I am not advertising for Xiaomi).

So, as long as the content is good, it's fine. The fried tomatoes and eggs that China Merchants Bank made previously had nothing to do with it, but after it became popular, everyone knew that it was made by them.

The logic behind this is probably that after users see something and think it's good, they will go and find out who made it. When they see that it was made by Apple or China Merchants Bank, their original psychological expectations will be satisfied - no wonder it's so good, Apple is still Apple after all, and China Merchants Bank is still China Merchants Bank after all.

But if the brand discovered is an unknown one, customers will naturally build up a psychological expectation for this brand - the products of this brand should be so good, and they will have more expectations.

This is how Jiang Xiaobai became an IP.

(2) Utilization scenarios

The Spring Festival is a very good scene. Not only the Spring Festival, but almost all holidays are very good scenes. To put it bluntly, it is to take advantage of the popularity.

I have talked about scenes before. Specific scenes are more likely to impress people.

You see, basically big companies will choose some specific scenarios to launch their own publicity, such as holidays, hot events and so on.

So if you want to seize an opportunity to impress your customers, then time with specific scenarios is a good choice.

(3) Use themes

In fact, the theme is also combined with the scene. The purpose of mentioning the theme separately here is to emphasize one thing, that is, the entry point.

The scene is a big thing, but the theme is a more focused point.

For example, the Spring Festival. As mentioned before, the Spring Festival actually has many themes, such as reunion, blessings, family affection and so on.

It is impossible for you to cover everything, so you need to choose a specific point to go deeper into, so determining the topic is also very important.

After determining a specific scenario, choosing a suitable entry point will make it easier to impress customers.

What’s the point of impressing customers?

Actually, I didn’t want to elaborate on this part. Why don’t you ask those big companies why they try every means to impress their customers?

Are you touched?

Dare not move, dare not move.

But for the sake of completeness of the article, I will briefly explain this issue.

• The first is user stickiness. If you can move your users, it means that you have shortened the distance between yourself and your users and established good user stickiness. I don’t need to explain what user stickiness is useful for.
• The second is brand image. If you can move users, they will feel that your brand is friendly, warm, and even classy - because some users are as hard-hearted as me and cannot be easily moved.

The last step is to build up emotions for paying. You touched me. Next time when I choose a certain type of product, I don’t say whether I will choose you in the end, but at least I will seriously consider you.

This is also an important reason why NetEase Cloud Music has been so successful. We can also extend a topic here: Is NetEase Cloud Music better in terms of product or operation ?

Let’s talk next time we have time.

05. Purpose of this article

This article actually uses an H5 case to illustrate how to impress your customers? Why do this? What is the use of doing this?

In today's world where content is king, these things are becoming more and more important. Of course, they are not limited to H5. All actions of a company have the potential to move users.

It just depends on whether it is suitable, whether the effect is good and whether it can be used.

Of course, the focus of this article is not to brag about how awesome our own H5 is, but to use some of our own successful H5s as cases to deeply analyze the underlying logic.

The H5s made by NetEase, Tencent, and Alibaba are awesome, but they won’t tell you what the process of making the H5 is like, or what they went through in the process. It seems that we can’t learn anything except sighing at how awesome others are.

Therefore, our original intention is to enable both large and small companies to gain something through sharing our experience, whether it is H5 or a broader level, such as user needs, content, etc. These are our goals.

Small brands can also create good content.

Finally, many people may ask, why did the customer block me even though he was so moved that he cried?

Alas, it’s all WeChat’s fault. I accidentally sent the message “Come to my house tonight” that was supposed to be sent to my gay friend to my female client. It’s no use withdrawing it.

I won’t say anymore. My boss asked me to call and apologize.

The author of this article @乔不噬 was 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