How can medical beauty apps become internet celebrities with the help of Click-In DSP?

The health and medical beauty industry, which has been keeping a low profile, is now actively embracing the mobile Internet , which is the most popular. Mobile marketing has become the main battlefield for competition in the industry. As the saying goes, there are winners and losers on the battlefield, and the key lies in the commander 's strategy formulation. Gengmei APP is a leader in this war, which not only shows momentum, but also produces beautiful data and results. After all, it is important to choose reliable comrades.

Recently, the medical beauty O2O Gengmei APP cooperated with China Mobile's advertising and marketing platform Dianru Mobile. With the help of Dianru's big data's population portraits and professional optimization services, it used picture display ads and native ads to match product exposure, with an average click-through conversion rate of 2%-3%. At the same time, with the help of Dianru's high-quality channel resources as a traffic supplement, the average daily increase in downloads is 12,000, and the number of users has doubled, making Gengmei APP quickly become a hot topic in the health and medical beauty industry.

1. DMP crowd modeling

With the help of the massive user attributes of DMP, we analyzed the Gengmei APP and its competitors. Based on the target population (mainly women, interested in fashion and entertainment, aged 25-35), we used product feature modeling to define the population into levels, including silent users, loyal users, potential users and target users. Implement different delivery strategies for different user levels to maintain loyal users, lock in target users, tap potential users, and awaken silent users.

2. Effect estimation model

The demand for the launch of Gengmei APP tends to be long-term and has strict cost requirements. Through multi-dimensional and multi-group multi-strategy delivery, procurement is carried out using a mixed RTB and non-RTB purchasing method, and then reverse calculations and real-time adjustments are made to provide the best quality combination. Get higher conversions and greater coverage of the target population.

3. Accurate crowd targeting

Content targeting: 15 high-quality content channels (forums, communities, BBS, Weibo, etc.) fully cover the audience of Gengmei brand.

Regional Orientation: Using LBS orientation technology, the first- and second-tier cities, large commercial districts and office buildings across the country are used as orientation benchmarks, and LBS orientation is implemented within a radius of 5 kilometers.

Behavioral targeting: Targeted analysis based on user behavior trajectories (ad clicks, purchase behavior, APP behavior, sharing behavior, etc.).

Cross-media frequency control: The best effect is achieved by controlling the frequency of each user to 3-6 times.

4. Intelligent optimization of effects

Pay close attention to the delivery effect in real time, with dedicated personnel for dedicated services, and adjust strategies and bids in real time. ClickIn uses look-alike technology to analyze demographic attributes, consumer interests, paying ability, application interests and lifestyles, and then uses multi-dimensional and multi-condition device screening to zoom in on similar groups of people.

5. Detailed explanation of the delivery process

The promotion is mainly divided into four stages: testing period, optimization period, launch period and stabilization period.

First, influenced by product attributes, media environment, etc., during the testing period, a five-day trial was conducted on banner ads, interstitial ads, and native ads. As data accumulated, we found that native advertising traffic performed best at the same cost.

Secondly, adjust the advertising creative strategy according to the updated projects and services, and add video media to the media delivery matrix.

Finally, extending from online to offline, combined with marketing elements, cultivate users' familiarity with the O2O operation model of the Gengmei APP e-commerce section, and use the Gengmei APP to consult, share, purchase and experience offline.