Tencent Advertising 520 Valentine's Day Advertising Plan

“What to give as a Valentine’s Day gift” is an annual quiz for consumers, and it is important to plant seeds in advance.

"Valentine's Day gifts" reached its peak in the week before the holiday, with 80.9% of consumers having the need to give gifts on couples' holidays. Before the holiday, the keyword "Valentine's Day gifts" experienced explosive growth, reaching up to 2.5 times the usual level. Sales of many categories such as lipstick, perfume, watches, necklaces, etc. began to grow a week ago.

Tencent Advertising helps brands make romantic confessions in three steps

• Planting grass: Find high-quality KOLs to produce planting grass content and scale fission to quickly occupy the mind

(54% of users obtain brand information mainly from influencers)

• Grass farming: In-depth communication in multiple scenarios and dimensions to further build trust

(65% of users will learn more about the brand after being inspired)

• Weeding: Multiple conversion links escort, high potential TA planting and weeding, interactive TR secondary pursuit

(81% of users purchased the recommended product within a week)

Planting grass : How to find high-quality KOLs to produce planting content and quickly fission?

WeChat mutual selection advertising has been fully upgraded: full account (supporting large-scale advertising cooperation), official data (more accurate insight into account selection), exclusive links (supporting one-click jump to mini-programs)

Account integration : All KOL Valentine's Day "Heart-beating Expert Edition" recommended

According to the main gift-giving male sections, such as fashion, technology and digital, life and entertainment, and information and popular science;

For example, the sections that girls are interested in when receiving gifts include: fashion and beauty, life and emotions, mother and baby, and film and entertainment.

Official data : Systematic data capabilities provide a scientific basis for accurate number selection and number evaluation

Pre-investment – ​​Intelligent account selection and large-scale reach (account quality screening, crowd portrait screening to select high-quality KOLs in multiple dimensions, direct system reach, and achieve large-scale investment)

Post-investment – ​​scientific evaluation and long-term operation (obtaining the most authentic and transparent KOL data through the number of fans, reading volume, completion rate, and user portraits, and scientifically evaluating the value of content cooperation and the effect of investment)

Exclusive link : Open up the link between planting and pulling out, take action immediately, and improve marketing efficiency

Direct dial: Go directly to the mini program, take action as soon as you feel like it

(Mainly from: one-click weeding of public account article cards, one-click direct access to mini programs for video account dynamics)

Indirect pull: Second follow-up investment, harvest again

(The public account seeding data is accumulated, and the mutual selection of advertising seeding is converted to brand mini-programs through reading groups and bidding advertising follow-up, and then remarketed through feedback from clicks, browsing, and conversion data)

Pain point: How to quickly heat up the seeding content to generate cracks?

Commercial promotion (connecting 700 million daily active users in the WeChat Moments social scene) is transformed into social fission (based on the continuous spread of friendships to amplify the influence of seeding content)

Commercial promotion :

• KOL matrix promotion - quickly build matrix influence with content distribution group model

Through high quality: large-scale content production

Large volume: content distribution groups respond to the call

The combination of "quality + quantity" comprehensively improves the efficiency of grass planting

• Promotion in WeChat Moments - Make content as natural as friendly Amway

The brand's official perspective promoted the video account through WeChat Moments ads to increase dissemination

Moments advertising to promote video accounts (supports multiple advertising formats and landing pages):

• Regular advertising cards: Supporting materials (pictures/videos)

Support drop-down page format (video account dynamics/video account live broadcast)

• Full-width card ads: Supported materials (images/videos)

Support landing page format (video account dynamics/video account live broadcast/two-jump native page)

• Carousel card ads: Supported materials (4 to 6 pictures/videos, 5 to 15 seconds for video)

Support drop-down page format (video account dynamics/native page/mini program)

• Activity promotion - new situation + interactive challenge to stimulate enthusiasm and accelerate the promotion of

Social fission : social + interest dual fission mechanism, the content dissemination power can be fully released

Social: Strong social attributes, based on the spread of acquaintances, forming a circle of word-of-mouth

Video number [Friends like] Take a look [Friends are watching]

Interest: Strong interest attribute, based on the spread of stranger relationships, forming a seeding effect.

Take a look at [Hotspot Square] Video Number [Recommended]

Mental development is a long process. How to speed up the pace of love ?

STEP 1: Attract attention

New situation impact: WeChat - two new forms of friend circles strongly attract

Holiday Easter Eggs: WeChat - Chat Emoticon Rain Easter Eggs

WeChat-Friends Circle Valentine's Day Red Packet Cover

STEP 2: Create an atmosphere

Emotional Boost: Tencent News-520 Exclusive Series

Interactive experience: QQ Music - Confession Interaction Trilogy

Attracting attention: New situation impact - two 520 innovative situations in WeChat Moments help brands attract attention

Full-width card ads in Moments (jump to video account, video live broadcast account)

Landing page: Video account dynamic page, video account live broadcast, native page, mini program

Jump to mini program/issue coupons/add corporate WeChat via native page

Moments carousel card ads (jump to video account, mini program, native page)

Landing page: Video account dynamic page, native page, mini program

Jump to mini program/issue coupons/add corporate WeChat through native page

Eye-catching: Holiday Easter Egg Impact - Infiltrate user dialog boxes and become interesting and useful Easter eggs

When chatting, the user will touch the Easter egg, click on the Easter egg, jump to the Easter egg with one click, multiple gifts will stimulate interaction, and attract members with one click.

Eye-catching: Holiday Easter Egg Impact - Twist/Scan the 520 red envelope cover , the heartfelt red envelope is gifted and has "face"

Twist-style ads in Moments: Limited release, unlock surprises

Scarce, personalized brand red envelopes attract users to claim, share and spread

Friends circle & scan game: passionate interaction, double the favorability

Brands use red envelopes to build "social relationships" with users and increase brand likeability and intimacy

Creating an atmosphere: Emotional boost - Tencent News 520 series of warm city actions help brands release full love

• Customized documentary/talk show content that expresses attitude (promoting brand value proposition, emotional communication, and triggering resonance)
• Participate in offline charity fairs (event topics ferment offline, and feed back online to increase attention)
• Special resources/policy support (corporate charity consumption coupons, step donation activities, joint publicity and promotion by charity organizations, etc.)

How to find high potential TA and harvest them quickly?

Before planting grass: accurately find high-potential TA, and plant and pull out multiple conversion links.

After planting the seed: fully explore the potential TA, and further invest in the second time to complete the harvest.