Moments Advertising①: Analysis of Lianjia’s advertising!

On August 15, Lianjia placed an advertisement on WeChat Moments. This advertisement aroused my interest, so I wrote a short analysis overnight.

Later, I felt that it was not satisfying enough, so I made the WeChat Moments advertisement into a paper version of a test paper and gave it to each job applicant. By doing such a question, you can not only test the interviewee's sensitivity to new media marketing , but also see the stage the job applicant is at in the field of marketing planning.

1. Advertisement restoration

The interface of Moments ads is as follows. After clicking to view details, there are three sub-videos to reinforce the theme.

Lianjia's advertising slogan: Lianjia's real listings, always being honest

What is the main selling point? Real listings, no fake listings

What symbols are used to present this advertisement?

1: 8 years, the number is a super symbol, and the ten years of hard work represent the effort put in.

2: Build a dictionary for real estate projects across the country. The dictionary is also a super symbol, representing authority and rigor.

Three videos

1️⃣: Photograph 10 apartments every day, and measure the apartment type accurately to 0.1M²

The process of establishing the "dictionary" is explained from the perspective of the person who photographed the house, highlighting the rigor involved.

The video selected the following points for expansion shooting

1: What kind of camera lens is suitable for taking pictures of people, houses, people, and objects? When taking pictures of houses, they should not appear too big or too small.

2: There should be no people in the photo of the house, and there should be no backlighting. Five sides must be strong, 1/5 of the ground must be visible, and the toilet lid must be closed.

3: If there is no electricity in the house, it will affect the light. What should I do? In order not to affect the situation, I have to buy electricity with my own money.

4: Whether it is taking photos or drawing floor plans, there are strict standards. What the photographer needs to do is to truly restore the entire house. Although an average of 5 houses or hundreds of houses are photographed every day, the house plans drawn must be accurate to 0.1㎡.

Strictly speaking I am not a photographer, I am the client’s eyes and I want the house to speak instead of lying.

2️⃣: Title: 70 million apartments in 30 cities in 8 years

Shooting from the perspective of someone documenting a house

The key points of the video are

1. If you work on something for 10,000 hours, you will succeed. We have been doing this for 8 years.

2. I took pictures of the room numbers one by one. When I couldn't see the house numbers clearly, I had to stand on a stool to check the electricity meter. As a result, I was often misunderstood by the old ladies, grandfathers, and young people in the neighborhood, and was driven away and threatened.

3. Count the elevator buttons one by one in the elevator to confirm the number of floors, wondering why the elevator is missing a floor

4. Interspersed confession in the middle, explaining why we do the above things: In fact, we are doing a census of the houses, finding out how many houses there are in the community, doing a census of the houses, and entering their real information.

5. For example, in Chongqing, the houses that seem very close actually require climbing over a mountain. Sometimes I think robots should do this.

6. I often encounter emergencies and need to take an overnight train from Chongqing to Dalian.

7. No one has done this before, so we can only record these one by one, implying that this is something unprecedented and will never be repeated. In order to do this, we traveled to more than 30 cities, from south to north.

8. What’s the point of running around all day when your family doesn’t understand you?

In 2018, our team recorded 70 million houses and numbered each one, so that people would never encounter fake houses again. This is the significance of what we do.

3️⃣: Talk to the agent for 10 hours every day to check the listing information

Shot from the perspective of an information checker

The selection points for video shooting are:

1. The opening is a monologue: Work pressure should be faced in a relaxed manner, such as learning to use some stress relief tools.

2. Meet with a counselor at the same time and place every month to emphasize the intensity of the work.

3. Call the broker and tell him that there is a problem with the information provided by the owner. The broker said that the owner will get annoyed if he keeps calling him and hangs up the phone impatiently. Communicate patiently with the agent about the standards to be followed when entering listings. Failure to follow the standards twice will be marked with a yellow line.

The video of the work conflict with the agent is divided into multiple nodes and shown in the video, using the conflict to highlight the strictness of the "dictionary" review.

4. Monologue: Someone said that eating snacks can relieve stress, but he gained 10 pounds in a year.

5. Monologue: In my job, it is necessary to be serious. Behind every real property listing, there is my pressure, but also my motivation; I spend 10 hours on the phone with the agent every day to check the property information. The situations are different, but the emotions are the same.

6. No matter what the reason is, Lianjia’s house still has to pass my review. We must be honest about the house. must

2. Personal Analysis

Whether it is the text slogan or the three short videos, it is actually quite successful in terms of marketing expression. Starting from the introduction of the concept "Lianjia provides real listings and always insists on being serious", the following text advertisements and videos all elaborate on the core point of "being serious".

I will start from the three steps of advertising planning: propose concept - support concept - direct user actions. Let’s make a simple analysis of Lianjia’s WeChat Moments advertisement based on these three points

1: From the concept point of view, "real listings" hit the pain points of real estate agency websites

Friends who have rented or bought a house through a real estate agency website should have a deep understanding that there is too much false information on the website, which wastes consumers' time and emotions.

The concept of "real listings" is not a "brand word" but a "product word" that satisfies consumers' pain points.

What is a brand word? Let’s look at the following slogan

This is an advertisement placed by Guangbai on WeChat Moments. Putting aside the text advertisement and just looking at this picture, can you understand what "Love Together, Guangbai Wedding Festival" wants consumers to do?

This kind of advertising slogan has a high literary quality, but it is not practical, because consumers don’t know what to do after reading it. It is better to change it to:

Guangbai Wedding Festival, all first-line brands up to 40% off

"Real listings" can free consumers from the pain points that have long been caused by "fake listings".

2: Supporting concepts

It is easy to come up with a concept, just like many brands like to claim to be “the number one brand in a certain field”, but they never provide any evidence to prove that they are the number one brand in this field. For example, the following brands are known as NO.1

But it is rare to find information that can prove that it is the No. 1 in this field.

Is it No. 1 in sales volume, No. 1 in number of stores, or No. 1 in number of customers served?

The Lianjia advertisement uses three short videos to demonstrate how they achieve "real listings" from the perspectives of the photographer, recorder, and auditor, allowing users to believe in the concept it proposes.

3: Direct user actions

This is something that many advertising slogans lack. Many advertisers advertise for the sake of creativity, but never realize that the ultimate goal of advertising is to direct users to take action.

The above are two advertisements from Autohome and Migu Shanpao. When you watch the Autohome advertisement, you will find that its slogan has an invisible commanding power, "Teach you a trick, how to choose a practical car with high cost performance", and then there is a "Download Now" button below. The connection between the two is particularly good.

The advertisement below was made to promote a certain concept. After the concept was promoted, it has nothing to do with whether users view the app, so such a slogan has no command ability.

Similarly, Lianjia’s slogan does not show the power it should have in directing user actions.

There are three points here: one is to download the Lianjia app, one is to follow the official account, and one is to read other stories. The three instructions not only have unclear goals, but also make it difficult for users to choose.

Therefore, the strength of this advertisement lies in the proposal of the concept and the proof of the concept, while the weakness lies in the user's command.

Why is this happening?

I think this has something to do with the background of the creative team. Judging from the number and length of the videos, the filming team should have shot them from the perspective of traditional media, such as TV commercials or video commercials. Users must watch the entire commercial before they can see the official program they want. In this case, users are forced to accept so much information.

But for Moments ads, one video is enough. If the information is too long, it will be difficult for users to continue watching. Therefore, how to compress the information to be expressed into one sentence is what this ad needs to optimize.

Of course, an advertisement can be interpreted from many angles. You are welcome to leave your opinions by leaving a message at the bottom. We will select the best opinions and show them to you.

If you want to place WeChat Moments ads, please contact: Qinggua Media Official