From the full-discount activities of O2O such as Meituan Waimai , the discount promotions of e-commerce apps, to the offline activities of NetEase News , the marketing activities of major apps have become a matter of celebrating together when there are festivals, and creating festivals for themselves when there are no festivals. Under the stimulation of such high-frequency activities, users have even become numb to the activities. How can we stimulate users’ interest in activities? Let’s take a look at how the Double Ninth Festival event of NetEase Yanxuan APP stimulates user participation through storytelling.

1. A story about children

The theme of the Double Ninth Festival event of NetEase Yanxuan APP is “Every old person was once a child.”

Our parents have always existed in front of us as adults, accompanying us as we grow up. But when we really grow up, our parents have become old. The Double Ninth Festival, the Senior Citizens' Day, has also become a festival for parents. Now that we have grown up, we should treat our parents like our own children.

"Help them regain their youthful appearance"

The first step in helping parents become their children is to change them in appearance. Over the years, our parents have tightened their belts and cut back on food just to give us the best life. Now that we are able to take care of ourselves, of course we should also give our parents the best life. The simplest way is to buy a comfortable piece of clothing for your parents.

"Take them to the faraway place in the story"

When I was a child, I always felt that my parents had been to many places, and I always pestered them to tell me about their experiences. When I grew up, I realized that the places my parents had been to were far less than what I had been. Taking advantage of the Double Ninth Festival, I would take my parents to see the distant places they talked about, which would probably make them as happy as a child.

Make them a "kids meal"

After eating so many kinds of food, what I miss most is the home-cooked meals made by my parents. For parents, what their children like is the most important. Every time their children come home, they will cook their favorite dishes for them. The Double Ninth Festival is coming, why not pick out a set of tableware and cook a table of their favorite meal for your parents.

"Let them open the door once"

When I was a child, every time I forgot to bring my keys, I would stand at the door and shout, and then go in amid my parents’ scolding. After growing up, I left my hometown to work and only returned home a few times a year. My parents no longer have the chance to open the door for me. Winter is coming soon, so I might as well buy a new quilt for my parents. When they open the door and receive gifts from their children, they will naturally feel warm in their hearts.

The Double Ninth Festival event "Every Old Person Was Once a Child" on NetEase Yanxuan APP tells a story of turning parents back into children. Let us start compensating from today for the sacrifices our parents have made to raise us over the years. Now that we have grown up, we should pamper our parents like our own children.

2. Time Tunnel

NetEase Yanxuan APP created an H5 called "Time Tunnel" for the Double Ninth Festival event to evoke users' childhood memories.

Almost every child has his or her own toys in his or her childhood. Although those toys have long disappeared, the love that parents place on the toys has always remained deeply in the children’s hearts.

What was your favorite toy in your childhood? NetEase Yanxuan APP provides users with a choice. Users can choose their favorite toys as children and share them.

Since e-commerce apps are marketing their festival activities , there will inevitably be product promotion information, but during the Double Ninth Festival, the product promotions will be related to the festival. The Time Tunnel section of the NetEase Yanxuan APP provides users with toy-themed products. Through the H5 page above, users are guided to the product promotion page to promote product purchase conversions .

The H5 page of Time Tunnel is used to help users awaken their childhood memories. Our parents accompanied us as we grew up in our childhood. Now we accompany our parents as they grow old. Let us pamper our parents like children on Double Ninth Festival. Such an atmosphere allows users to participate in the event spontaneously.

3. Small benefits for users

When organizing an event, event operators will clearly define the purpose of the event so that they will not go astray in the subsequent planning and implementation of the event . For the e-commerce app NetEase Yanxuan, the purpose of organizing activities is to increase product sales. Although it tells a good story, users will only take a look at it at most, and the purchase conversion rate will not be very high. What can really motivate users to buy are some limited-time small benefits.

1. If the user purchases a certain number of goods, part of the amount can be reduced.

2. For orders over RMB 199, you can get two physical examination packages for parents.

3. For single orders over 499 yuan, you can get a gift.

Of course, there needs to be a reason to hold an event, and festivals are often the reason for APPs to hold events.

For the vast majority of apps, activities are the most effective means of leveraging user participation. As long as you give users enough discounts, they will naturally follow the rhythm of your activity operations .

Summary: NetEase Yanxuan APP tells a story about parents and companionship, evokes users' childhood memories, gives users a reason to participate in activities on Double Ninth Festival, and then uses discounts and promotions to stimulate users to buy products. What about you? Have you thought about how to stimulate users to participate in your activities?