How did 10 graphic design drawings achieve a million page views at zero cost?

Anyone who works in the branding business knows that brand promotion and operation can be summed up in two words: burn! money!

I wonder if you have ever had this question: why do we spend more and more money but the results are getting worse and worse?

For brand people who have no money or have money but cannot spend it carelessly, this is a happy trouble.

The experience of countless predecessors tells us that it is basically impossible to get good brand exposure without money.

However, describing it as "basically not very likely" means that "having no money but still wanting to get good exposure" is still possible.

In the past half month, friends in the circle have been forwarding and liking a set of design drawings of a mobile Internet product called " Elephant Medical Treatment " App. According to incomplete statistics, after half a month of "bombardment", the App easily gained one million PVs without spending a penny. In this era of mass communication where "everyone is a media", the audience's attention is becoming increasingly fragmented, and high-efficiency brand exposure with zero cost is becoming increasingly difficult. So how does Elephant Medical achieve high-efficiency brand exposure through creativity alone? What's more, this is a relatively infrequently used mobile medical app.

The three major elements, Content, Messenger, and Target, can be abbreviated in a fashionable way and named the CMT rule.

Element 1: Content

Why would users be willing to forward your ads? content!

No matter what era it is, don’t forget that the principle that content is king still applies.

Whether it is the Weibo and WeChat accounts or official media, fans are attracted by interesting and informative content. Good content can survive on its own in the ocean of information and continue to grow and prosper. On the contrary, low-quality content will sink to the bottom of the sea as soon as possible.

The appeal of a graphic image in a product promotion depends on its content, such as this product promotion for Pi Day 3.14:

It not only fits the hot topic but also touches upon the function of the Elephant Medical Care product in one sentence;

The next day, the product promotion released on March 15 had a double entendre in its content: When it comes to seeking medical treatment, there is only one true XIANG.

Creative content makes users feel that it is not an advertisement, so it is easy to encourage users to forward it. In addition to brainstorming within your own team, another great way to drive user engagement is to let users help you think of content and interact with users. The essence of interaction is equality, which allows users to participate as well. For more content, please see the top APP promotion. The communication model of traditional marketing is linear thinking from the inside out. First, it refines what the company wants to express, and then spreads it from top to bottom. Without feedback and communication, the effect will of course become worse and worse. The interaction with users is instant feedback, updated at any time, and continuously iterated, pursuing the most accurate and highest return on investment communication method.

This product promotional image for Weather Day was created through interaction with die-hard fans in the Elephant Medical Care user group. Before World Meteorological Day, we posted our initial ideas in the fan group and discussed with everyone, asking everyone what kind of expression they liked. Finally, we came up with this. Hundreds of friends in the group liked and forwarded it. We must remember that in the Internet+ era of information explosion, there is no marketing without interaction and participation.

Element 2: Messenger

After good content is produced, the next most important thing is to determine the appropriate way of dissemination. The appropriate method of dissemination determines whether high-quality content can be screened, commented on, and discussed. In an era where everyone is a media, if you want to achieve information explosion in a short period of time at zero cost, you need strong traffic. At present, emerging traffic is concentrated in WeChat groups. In a group of several hundred people, everyone helps you forward the message. Assuming that each person has at least 200 friends and dozens of groups, the PV transmitted by this single person is high enough. The "main traffic source" of Elephant Medical Care comes from the hundreds of groups operated and maintained by community partners. Each group has "iron fans" who are willing to forward our good content as long as we produce it. I would like to remind you here that you still need to follow hot topics and choose the right time to release content, which directly determines the effectiveness of high-quality content. What if you accidentally step on the "dog shit" of millions of PVs?

For example, the spring equinox

For example, World Sleep Day

For example, turn off the lights for an hour

Nowadays, checking Moments to see what people around you are up to and checking Weibo to see what’s hot in the world have become part of most people’s daily lives. While Elephant Medical focuses on the community, it also does not forget its dual microblog drives. Although communities are person-to-person and can attract more attention and resonance, maintaining and influencing existing users and potential users on official Weibo and WeChat cannot be ignored.

Factor 3: targets

After deciding on the content and communication methods, you need to understand who your main target customers are. Taking Elephant Medical, a low-frequency mobile medical app, as an example, its main target users are those born in the 1970s and 1980s who have elderly parents and young children. However, the main carriers of communication are those born in the 1990s who like to share and play with mobile phones. Therefore, the brand promotion of Elephant Medical must conform to the aesthetic taste of those born in the 1990s and meet the personal and family medical needs of those born in the 1970s and 1980s.

With these considerations in mind, Elephant Medical launched a series of designs:

Elephant Medical Care is directly connected to the hospital's HIS system, allowing patients to view their examination reports via their mobile phones at the first possible moment. Based on this function, the mobile phone is turned into a paper shredder, which is vivid and interesting, and people don’t feel that this is an advertisement.

Elephant Medical has signed contracts with nearly 200 hospitals across the country. It can be said that "with a mobile phone in hand, you can travel across the country without fear." The biggest worry when traveling on business may be that you suddenly get sick and cannot find a hospital. The mobile page is designed to look like a suitcase, which means that with Elephant Medical, you can directly locate the nearest hospital and make an appointment, which is fast and convenient.

With so many online hospitals, there are naturally many good doctors. Taking advantage of the excuse of "Salute to All Doctors" on March 30, International Doctors' Day, it subtly expressed that you can get in touch with more good doctors through Elephant Medical. Many medical staff forwarded this picture.

Now when we go to the hospital for treatment, do we have to get up early? Maybe you don’t even have time to eat. Based on this pain point and combined with the function of registration, Elephant Medical came up with the design shown above, which turns the mobile phone into a toaster and cleverly embeds the QR code.

In this way, Elephant Medical did not invest a penny in actual expenses, and did not have the low conversion rate brought by the second click of articles. It easily got millions of PVs with 15 graphic design drawings. So, if you find the right method, it is not impossible to get good exposure even if you don’t have money.

In addition, there are three April Fools' Day designs. To put it in a sarcastic way, it is also a good way to spread the word:

Author: Hanzhi, formerly an editor of a Hong Kong monthly magazine, likes traveling, hiking, and diving. Now he has returned to Shanghai and is working as a brand dog in a soft innovation Internet project "Elephant Medical Treatment" and contributing to the top APP promotion.