Post-90s beauty operator: How I planned an event with 10 million daily traffic in 5 days!
|
I'm Zongzi, a post-90s planner who combines art and madness. I've been working in the Internet industry for a year and am responsible for the marketing of Little Bird Micro Flyers. It's said that creativity comes from life. Madness and art bring me a lot of inspiration at work. Before doing event planning, my task was to launch the Xiaoniao Micro Flyer WeChat account, with 2,000 followers. The goal was not difficult, but if I wanted to run a super popular marketing campaign, I needed creative ideas. I started thinking about what kind of activities could quickly attract target fans? By chance, a girl from the Birdman Group named Dai Huatong said that she hoped to create a crowdfunding page for her to raise money to buy her a bag. I was thinking whether I could turn this idea into a Girls' Day event? Combine being coquettish with fundraising to create an interactive game of coquettish economy. If I ask my best friend or colleague for money by acting cute, will I be successful? Can such activities generate efficient interaction? Would girls be willing to act like a spoiled brat to raise funds? After thinking through these issues, I proposed this idea to the CEO, and she said, "Okay, if we have a good idea, we can go for it!" I took a budget of 10,000 yuan and started planning the 5-day "Baby Wants a Bag for Girls' Day". What kind of effect did I get? How much did it cost? How to complete an event with a daily traffic of nearly 10 million in 5 days? My humble experience is summarized below, listed step by step in chronological order of execution. Day 1: Clarify the planning ideas and goals. Try the coquettish economy for the first time. Integrate the coquettish economy into the game interaction. The core point is that women who "act coquettishly" have the best life. An unexpected gain was that many boys also pretended to participate. I thought it would be great to plan a “Boys’ Day” for them next time. I am a girl born in the 90s. If you ask me to celebrate Women's Day, I will just roll my eyes . "Girls' Day" is a girl's self-affirmation, using "confidence" as a label. I am a girl and I post pictures based on my mood. Taking Girls' Day as a time point has an absolute advantage and enhances the power of communication. Participating in interactive fundraising requires cooperation. The initiator spreads the picture, and the friends must pay before the set amount can be reached. Assuming that 5 people participate in the fundraising of 100 yuan, this game must be spread to at least 5 people. If you choose to spread the picture, you only need to long press to complete the payment action. Can I also create pictures to raise funds? Secondary transmission occurs successively. Driving force for participation: Acting cute and raising funds can test the attention of your WeChat friends. Most participants can truly feel their own presence, while some are reluctant to initiate fundraising among friends because they feel embarrassed and do not lack money. Therefore, acting cute and coquettish can make up for their shortcomings and become entertaining. Determine target users and find places where users gather. 1. Target object: girls with a girlish heart. 2. Qualified elements: born in the 1990s, girlish heart, plenty of time, frequent use of mobile phones to surf the Internet, willing to try new things, and frequent interactions with friends. 3. Analysis of user gathering places: Weibo is a gathering place for girls born in the 1990s. More than 50% of Weibo topics are initiated and discussed by girls born in the 1990s. Therefore, in the subsequent channel promotion , I chose Fanstong and Weibo big V advertising space for event exposure. How to attract target users to participate1 . Page design: cute elements, active colors2 . Copy design: forward the title, the purpose is to make users want to click in the circle of friends3 . Learn to make choices: small bags, small lipsticks, small skirts... Only 6 popular choices are left to reduce the user's thinking and selection4 . Usage steps: simple and easy to understand, low operation threshold, convenient and fast5 . How to spread: external drainage, WeChat interaction and then spread6 . How to make: set WeChat fundraising QR code, select fundraising options, upload QR code, generate picture for dissemination Grasp the core of user participation: stimulate user desire Curiosity: What is this? Long press to find out the amount to pay Interesting: The cute page design is easy to attract little girls Advantages: It turns out that being cute can also raise funds from friends and fulfill wishes Follow the crowd: Everyone is playing, I pay others, and I also hope that others will pay me Day 2: Task Assignment and Project Execution This step requires me to determine the number of people involved in the project and the specific work content, and split it according to the goals. 1. Designer - Yang Liang, a post-90s girl with a great imagination. She is good at grasping the key points of needs in one second. 2. Front-end - Miaomiao, a post-90s girl in charge of technology. All interactive actions are completed by her. 3. Back-end - Xiong Ye, a post-80s girl in technology. If it weren't for Xiong Ye, the server might have cried when a large-scale outbreak occurred. And there is another post-90s girl, that's me - responsible for the overall planning and writing of copywriting content. Facts have proved that good copywriting can definitely make an event feel like a climax. Day 3: Lay out promotion channels + test a good campaign. If there is no channel dissemination, everything is nonsense. The activity had to be completed within the closed WeChat account, so I wanted to draw traffic back to WeChat from the outside. I listed a bunch of communication channels, and then cut them down based on the specific circumstances of the activity. I wanted to spend every penny of the 10,000 yuan budget wisely. Find a group of seed users and WeChat friends before launching. As I said before, the target users are girls born after 1990. The average age of the Birdman Group is 1992, so we must start with the people around us. After allocating the quotas, we need to immediately find girls who meet the requirements. The circle of friends of opinion leaders , CEOs, micro- businesses, WeChat influencers , group leaders, their circle of friends is the advertising space, and it has a guiding role. We did a grayscale test on our CEO's circle of friends, and the number of participants reached 46, and 800 yuan was successfully raised, which was confirmed to be usable; Public Account Here I have divided it into three sections: 1. Own official account: "Little Bird Micro Flyer" This is the original source of the link for this event. For a WeChat account with 0 fans, how to bring fans back to the official account? So I designed a clickbait link. You can participate by long pressing the picture and following the official account. The effect is very good and it can be used. 2. Mutual promotion of public accounts: This is a good channel for exchanging traffic. Each large account has its own sticky users. We use QR code links to guide new users to mutual promotion public accounts. They put the production link in WeChat, and both new and old users can make "baby wants a bag" pictures, attracting more people to participate, and the power is even greater; 3. Big We-media Accounts: Good activities can be actively recommended by big accounts, which requires the accumulation of personal connections. After our activities are launched, several big accounts hope to use our production links. Weibo WeChat is a relatively closed social environment, while Weibo is an open platform and is more effective in spreading events. As mentioned earlier, 50% of Weibo topics are initiated by female users. For activities such as "Girls' Day Babies Want Bags", girls are very enthusiastic about participating, which will naturally trigger Weibo searches. Xiaoniao Push is a mobile marketing platform, and in this event, I also made good use of my own resources. 1. Weibo Fans Channel: With 200 million daily active users, after carefully selecting the target users, I launched the "Baby Wants a Bag" ad to this group of post-90s girls, using creative copy + creative design to attract their clicks. I spent about RMB 2,000 here, but Weibo and WeChat cannot guide users. The main purpose is exposure. If it is other activities, I personally think that Fans Channel is a good channel. 2. Weibo Big V advertising position: It is mainly to do native advertising in the Weibo of big V, which also achieves the purpose of strong exposure. The problems encountered are the same as those of Fans Pass. 3. Big V opinion leaders: This is similar to the big WeChat accounts. Many big Vs took the initiative to test and produce activities after seeing them. After posting on Weibo, their fans’ interaction rate was very good, bringing in hundreds of thousands of traffic. Social communication 1. WeChat group : a gathering place for information dissemination, but simply throwing a link will not cause interaction, and good copywriting content guidance is needed; 2. QQ group, forum, Tieba, 0 cost, good copywriting content guidance is needed, you can choose; Day 4: Internal test modification + emergency plan Good products need to be tested and optimized repeatedly. I have seen several cases before that said when WeChat activities broke out on a large scale, the server would crash and induced forwarding would result in account blocking. We tried our best to avoid these during the early testing, and had as many as four backup plans. Day 5: Getting ready The sword is on the string and the force is taut. I believe this event will be successfully spread and released through a large number of communication channels at the same time. By 7:30 p.m. on the 6th, the WeChat Moments had been flooded with pornographic pictures. The number of fans on WeChat continued to increase, and we all stayed in the company until 12 o'clock in the evening and did not dare to relax. When I turned on my computer at around 6am on the 7th, the number of fans had exceeded 20,000. The result was as expected, and I still hope it can continue to be maintained on the 7th. Then there was good news on Weibo. My friends said that our topic “Baby wants a bag on Girls’ Day” was on the Weibo topic list, with more than 4 million people participating in the topic discussion. My own Weibo followers also increased by more than 1,000 (I deeply experienced the feeling of being a little internet celebrity). That day, the mouse kept refreshing the webpage to check the data... On the evening of the 6th and the day of the 7th, the number of producers reached more than 119,000, and the number of fans on WeChat increased by more than 50,000. Our Xiaoniao push platform monitored a traffic of nearly 10 million during this period, and the search volume continued to rise throughout the day. The sun always comes after the storm. It unexpectedly made the top 4 on Weibo, with the active recommendations of Tucao Cinema and Geometry Life. Weibo celebrities participated in the event and reposted it, and the media reported our event. The number of participants in two days reached 110,000, and the traffic exceeded 10 million. These results far exceeded my expectations. This group of people are all born in the 90s. They are always ready to say something shocking and are full of "personality". The inspiration for this idea comes from the domineering leader of Birdman Group, Xia Daihua, who is said to be a beautiful girl at the age of 18. She has been bearing a heroic spirit that is inconsistent with her age; Yang Mali, the chief designer of the Demand Clinic, is in charge of all the creative designs of Birdman Group, showing her incredible imagination all the time and is good at grasping the key points of needs in one second; the technical birdman Miaomiao, every front-end interactive action is carefully completed by her, she is a coder; the perfect ending of this event is inseparable from their full support. ASO optimization service click link: ASO optimization service introduction IOS accelerated review click link: //www.opp2.com/8854.html This article was compiled and published by (APP Top Promotion) by @鸟人团子. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article! |
<<: The world of mini programs and how to operate them
>>: The battle for platform KOL has entered a hand-to-hand fight! How to create “big V influence”?
Recommend
2021 Tik Tok Marketing Plan
In this marketing plan: 1. Douyin has built a ric...
Essential knowledge for App promotion and operation: App channel statistics!
In this article, the author will tell you: What a...
Practical “mine-clearing” techniques for event planning!
Some time ago, I often reviewed plans with novice...
Baby Safe Medication Guide Upgraded Disease Care Guide
Baby's safe medication guide upgraded version...
How to distinguish true and false users through data indicators
What operators may encounter: When doing channel ...
Let’s talk about how to operate personal content on the live streaming APP Xiaokaxiu?
How can one operate a product like Xiaokaxiu on h...
How does Baodao Glasses manage user operations?
The company I’m going to dissect for you today is...
Learn these five tips to become the next live streaming king of goods sales.
Learn these five points, take away the secrets of...
How to discover user growth points through growth experiments?
Now that the traffic dividend has disappeared, re...
User retention strategy for product operation!
From the user's perspective, each product act...
How to promote traffic and acquire customers on Zhihu
I deeply agree with what Hua Ye said: "Zhihu...
Is it expensive to produce the Qiannan photography mini program? Qiannan photography applet production cost and process
How much does Qiannan photography production quot...
How to obtain seed users?
Many Internet products encounter two problems dur...
How to review an event you have organized? From which aspects?
This question comes from a reader's question,...
Event Operations: Grasp these 5 points to increase online event participation
A popular online event can not only directly brin...