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 CEO Sister Xiaomang, and she said, "Okay, if we have a good idea, let's 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 planning ideas and goalsThe first attempt at the coquetry economyis to integrate the coquetry economy into the game interaction. The core point is that women who "act coquettishly" have the best luck. 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 interactivefundraising 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.Identify target users and find where users gather
Target audience: Girls with a girlish heart
Required elements: Born in the 90s, girly at heart, plenty of free time, frequent use of mobile phone to surf the Internet, willing to try new things, and frequent interactions with friends.
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 participate
Page design: cute elements and lively colors
Copywriting design: forward the title, the purpose is to make users want to click on it in the circle of friends
Learn to choose: small bags, small lipsticks, small skirts... Only 6 popular choices are left, reducing the number of choices for users
Usage steps: simple and easy to understand, low operation threshold, convenient and fast
How to spread: external traffic, interactive communication within WeChat and then spread
How to make: Set up WeChat fundraising QR code, select fundraising options, upload QR code, generate image for dissemination
Grasp the core of user participation: stimulate user desire
Curious: What is this? Long press to find out the amount you need to pay
Interesting: The cute page design is easy to attract little girls
Advantages: It turns out that being cute can also help you raise money from friends and fulfill your 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 ExecutionThis 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.
Designer: Yang Liang, a 90s generation with a lot of creative ideas, is good at grasping the key points of needs in one second;
Front-end: A post-90s technical person named Miaomiao, who completes all interactive actions;
Backend: A post-80s technical expert named Xiong Ye. If it weren’t for Xiong Ye, the server would have been in tears when a large-scale outbreak occurred.
There is another person born in the 1990s, and that’s me - I’m responsible for the overall planning and writing of the copy. Facts have proved that good copywriting can definitely make an event feel like a climax.
Day 3: Laying out promotion channels + testingA good event is meaningless if there is no channel to spread it.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.(I have listed some promotion channels, some of which may be selected based on the specific circumstances of the event)Before launching, we need to find a group of seed users . As I mentioned before about WeChat friends, 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 in the circle of friends of our CEO Sister Xiaomang, and the number of participants reached 46, and successfully raised 800 yuan, which was confirmed to be usable;I have dividedthe official account 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 we designed a clickbait link. As long as you long press the picture and follow the official account, you can participate. The effect is very good and it can be used.2. Mutual promotion of official accounts: This is a good channel for exchanging volume. Each big account has its own sticky users. We use QR code links to guide new users to mutual promotion official accounts. They put the production link in WeChat. New and old users can make "baby wants a bag" pictures to attract more people to participate, and the power is even greater.3. We-media big 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 link.Weiboand WeChat are relatively closed social environments, 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 Baby Wants Bags", girls are very enthusiastic about participating, which will naturally trigger Weibo searches. Xiaoniao Push is a mobile marketing platform. In this event, I also made good use of my own resources.1. Weibo Fans Pass: 200 million daily active users. After carefully selecting the target users, I launched the "Baby Wants Bags" advertisement to this group of post-90s girls, using creative copy + creative design drawings to attract their clicks. I spent about 2,000 yuan here, but Weibo and WeChat cannot guide users. The main purpose is exposure. If it is other activities, I personally think that Fans Pass is a good channel.2. Weibo Big V advertising position: It mainly involves native advertising within the Big V’s Weibo, 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 WeChat big account. Many Big Vs took the initiative to test and produce the event after seeing it. After posting on Weibo, their fans’ interaction rate was very good, which brought in hundreds of thousands of traffic.Social media communication1. 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, need good copywriting content guidance, can be used;Day 4: Internal beta modification + emergency planGood 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 readyThe 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.Weibo unexpectedly made the list and reached the top 4. Tucao Cinema and Geometry Life actively recommended it. 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. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo
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This article was compiled and published by (APP Top Promotion) by @zongzi. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!
