How to carry out card collection operation activities?

From collecting Water Margin cards while eating instant noodles when I was a kid, to collecting blessings on Alipay during the 2015 Spring Festival, to exchanging “Kai” in Honor of Kings , and OFO ’s “Amazing China”. Card collection activities have evolved from physical to online activities, from more than a decade ago to the present, and have always been a major activity tool and have remained popular. Although the purposes of each activity are different, the logic behind them is the same. Here I will talk about a castrated version of the card collection activity I recently did.

Activity background and objectives

It is the Mid-Autumn Festival, and I think of the recent slow user growth . In addition, I haven’t planned any activities for a long time, so I want to hold an event to stimulate users, improve user stickiness, increase user growth, and increase business orders.

Therefore, we set a very strange goal: to increase the APP opening rate by 15% and the order volume by 5%.

Activity theme and format

At this time, combined with the theme of Mid-Autumn Festival, we communicated and confirmed the format during the creative stage: card collection. In conjunction with the Mid-Autumn Festival, we repeatedly optimized our theme: "Mid-Autumn U gift, get it at one click - collect UU running errands equipment and win Mid-Autumn Festival 815 cash gift", and adopted this gimmick.

The activity uses the pop-up window of the user version of the APP as the entrance, and allows everyone to participate in the game form of collecting red envelopes and equipment cards to win prizes. Collect different types of cards and win different rewards;

During this activity, due to time constraints, the core part of card collection - exchange - was cut out. This was a part that we felt was very regrettable during the subsequent review process.

Therefore, there are two biggest differences between this card collection and the normal version of the card collection, which is a pity:

1. No matter how many cards you collect, you will get corresponding rewards;
2. The core part of card collection - the card exchange part - has been cut.

Coordinate organizational resources

When the activity is confirmed and started, it is necessary to coordinate relevant resources, which is mainly divided into three parts:

• Financial resources: The total budget for this event and the value of the prizes that can be given out.
• Human Resources: Coordinate the relevant PM, UE, UI, RD, and QA schedules, and carry out R&D preparations for activities.
• Promotional resources: the promotional channels used for the event, and the scheduling of official WeChat accounts and APP pop-up windows.

Due to the tight time schedule for this event, the product plan, design draft, and R&D were basically carried out simultaneously. We completed one page at a time, and made adjustments repeatedly during the process, which was a bit of a pitfall.

Product plan

flow chart

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Prototype

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Probabilistic Algorithms

Because there are a total of five prizes in this event, corresponding to collecting 1-5 cards, and the number of each prize is different depending on the financial budget. There is a probability of getting the card itself, which requires the activity to be playable, but also requires ensuring that the number of each prize given out does not exceed the budget. Based on this, I made a conservative algorithm and shared it with you. If you have a better way, we can discuss it together.

The prize distribution is as follows:

In probability calculation, we adopted the method of controlling the winning probability of each prize by controlling the number of cards. In order to ensure that one person does not take the same type of cards at the same time, we use the method of calculating the first and last prizes first, and then the winning prize to calculate the proportion of card releases. The purpose of calculating the head is to ensure that the grand prize is not lost or taken too much, and the purpose of calculating the tail is to ensure that the cards are as evenly distributed as possible to ensure playability. The detailed calculation method is as follows:

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The total number of cards released is: 15015

The probability of winning a card is calculated based on the number of cards/number of participants.

As for the pace of delivery, since the event lasts for a total of 10 days and we want to ensure participation, we are worried about errors in estimating the number of participants and that the grand prize will be taken away in the first few days, so we set limits on the pace of delivery. The total number of cards released every day is: total number of cards/number of days of the event = 1,500 cards. The three grand prize cards will be released in the last three days of the event. The advantage of this is that during the operation of the activity, the probability and delivery quantity can be adjusted in time according to the consumption quantity on that day.

risk assessment

The biggest fear when doing activities is the freeloaders . It has always been difficult to guard against the freeloaders. In this event, we are worried that the freeloaders will take advantage of us, so we have also taken some measures to prevent risks in the later operations.

Adjustments during the activity

Data effect tracking

For this event, we completely forgot to set up data tracking in advance, which resulted in a lot of data not being available when pulling data for monitoring during the operation. Fortunately, our R&D GG pulled the data we needed through deduplication of user information. Thumbs up!

Therefore, when you are organizing an event for everyone, you must remember to extract the data needed for the event in advance when planning the event. Prepare what data will be used in the future before the event!

Card quantity adjustment

When the event was released on the first day, something unexpected happened. We didn’t even finish drawing all the cards! Fortunately, we had prepared an emergency plan in advance and adjusted the probability of drawing the cards urgently. In this way, in future activities, the daily supply of cards will basically be drawn before 8 o'clock in the evening.

Post-event review

According to the data results of the activities

The effect of the activity was to achieve the goal, but there were some very interesting data that gave us some very interesting reflections. I would like to briefly share two of them here.

For example: The picture below is a daily activity conversion rate trend chart. What’s amazing is that it’s completely flat, without any fluctuations or peaks. Aren’t activities generally going to have bursts and troughs? Our analysis shows that the most likely reason is that our channel promotion has little effect.

For example: The figure below is a graph showing the percentage of our participating user behaviors . The light green part represents our Running Man users. These users are not our event target, and we do not promote our events to them. However, in terms of conversion and sharing, they actually account for the highest percentage!

From the perspective of the activity process

The event schedule was tight and changes occurred during the development process, which resulted in many of our good ideas for the event being unable to be realized. Based on this, we have specially developed a set of SOP standard processes for the event, which can avoid the chaos caused by time constraints to a certain extent!

Finally, two topics:

1. Regarding card collecting activities, do you have any good algorithm for drawing cards from the collection?
2. In order to prevent freeloaders from taking advantage of you during activities, what preventive measures do you generally take?