How did Smartisan and JD.com use Weibo to promote and boost sales of their new products?

On May 9, 2017, Luo Yonghao held the " Smartisan Technology Spring New Product Launch Conference" in Shenzhen. After more than two hours of press conference, the product won the No. 1 position in sales volume under JD.com’s mobile phone category in one night.

Because Smartisan and JD.com signed a cooperation agreement this time, JD.com, as one of the main promoters of the new product launch of Smartisan, carried out a series of pre-promotions on Weibo in conjunction with the official Smartisan account.

So, today let’s talk about how JD.com and Smartisan use Weibo to boost sales of new products.

New product launch target analysis

Due to the low production capacity of Hammer smartphones , there will be insufficient inventory every time a new product is launched. Therefore, this time the new product will be released in part on the day of the press conference, and the remaining fans will make reservations online to participate in the second round of sales on May 15.

The goal of this new product launch is undoubtedly the total number of buyers, and now this goal can be broken down into the number of people who purchase on the day of the press conference and the sum of the number of people who make reservations and ultimately purchase on the 15th.

As shown below:

As can be seen from the graph, the total number of purchasers is the ultimate goal, while "the number of purchasers on May 9", "the total number of reservations" and "the reservation conversion rate " are the three key process indicators .

In the figure, I have listed all the activities that JD.com and Smartisan have done for these three indicators, but for an integrated marketing campaign , there must be a main battlefield . As long as the main battlefield is successful, about 90% of the goals can be achieved, while other activities are branches and are just icing on the cake.

For example, many e-commerce platforms hold a 5-6 day large-scale promotion every month (warm-up period + official period), during which they will reduce prices in the last 2 days. If the sales volume in these two days is good, the GMV target for the whole month will be almost achieved.

So even though e-commerce companies hold events every day, the core battlefield only lasts for two days.

As for the promotion of Hammer's new product, its main battlefield is the new product launch conference on May 9, through which it focuses on converting fans to purchase and make reservations.

New product launch main battle line

Since the purchase/reservation of this new product depends entirely on this press conference, in addition to Luo Yonghao’s good words, the number of people watching the press conference is another core data.

Because the number of purchases/bookings = conversion rate (the press conference was well presented) * traffic (number of viewers).

As Weibo is the main force in attracting traffic to the press conference, I believe its promotion rhythm can be divided into three steps: "attracting fans' attention to new products", "upgrading users' curiosity about new products", and "triggering a press conference".

1. Release suspense posters

The Weibo account of @Jingdong Mobile Communications released a set of suspense posters for five consecutive days in mid-April. Netizens said they "couldn't understand" it, which triggered a wave of discussion and dissemination among Hammer fans. (Good, you got my attention)

How to learn:

This type of approach of attracting attention by creating suspense during the warm-up period is suitable for accounts that have a fan base and whose fans pay a certain degree of attention to your brand . Otherwise, it will easily become a self-entertainment. Because if no one knows about your product itself, no matter how suspenseful you create it, no one will want to know the answer.

In addition, the suspense should be of moderate difficulty and not too hard to guess . After all, your fans are not Sherlock Holmes. And in the suspense, some hints and motivation for solving puzzles need to be set.

For example, the poster above prompts "#Smartisan Technology 2017 Spring New Product Launch# New phone will be released soon", and fans will guess about the functions of the new product. Moreover, the “new Hammer product” itself is the biggest motivation for Hammer fans to solve puzzles.

However, not every brand can have such high fan loyalty. Small brands can use the hook of "get new products for correct answers" to attract fan participation.

2. Virtual evaluation

The virtual review is another highlight besides the suspense poster. From May 2nd to May 9th, a review text and video by a big shot will be posted online every day.

Why is it called "virtual evaluation"? Because in the reviews, every expert will use a lot of descriptive words to express his or her feelings, and the video also uses mosaics everywhere to hide what the experts said during the trial .

My first feeling after watching it was: it looks very impressive, and I really want to know what the new product looks like.

You can go to @锤子科技 Weibo to watch the full review video

How to learn:

The scope of application of this type of creativity is the same as that of suspense posters. In addition, compared with the text version of the review poster, the video is more touching to me, but this requires certain performance from the reviewer: it cannot be too exaggerated to appear fake. If you can't get it right, it would be best to invite a well-known celebrity to endorse you. Their endorsement can make up for the flaws in your performance. If the acting skills are not good enough, fame can make up for it.

In addition, the reviewer's temperament needs to be consistent with the product positioning. For example, the reviewer invited by Hammer this time is either a writer or a literary young man in the advertising industry.

If you can’t invite a big shot, you can also use text reviews from ordinary fans. However, be careful not to write too directly. To arouse the imagination and curiosity of fans , you can use more metaphors and adjectives.

3. Listen to the command and get a mobile phone

Luo always says some catchphrases at every press conference, so in order to make fans pay attention to the press conference, JD.com launched the "Listen to the command and get a free mobile phone" activity. Every time Luo says a catchphrase, you can have a chance to win a mobile phone by sending the corresponding text to JD.com.

How to learn:

For a press conference that lasts nearly 3 hours, users are required to stay highly focused to listen to commands that may pop up at any time, and to check which commands there may be. In the end, whether they can win depends on the results of the lottery. This is obviously an anti-human activity with too high a threshold.

In order to increase the exposure of a product, a magazine once asked users to find the product name in a 1,500-word sales copy . Everyone who found the product name would receive a reward, and the activity was very effective in the end.

Therefore, please try to lower the participation threshold of the event . If you consider the cost issue, you can appropriately lower the probability of winning.

Other new product releases

In addition to the promotion related to the press conference, JD.com launched several activities at the same time on the homepage of JD.com Hammer Store in order to increase the number of buyers. Feel it:

Although each activity has a corresponding purpose, it is best not to release more than two activities at the same time, otherwise users will not know which one to participate in.

Finally, as an off-topic, I believe that this signing with Hammer has brought a lot of Hammer fan traffic to JD.com. For example, the "JD Home" event organizes offline gatherings for Hammer fans to watch the live broadcast of the press conference together, and the location is JD's newly opened JD Home experience store.

And this time, when Smartisan signed the contract with JD.com, it gave JD.com the exclusive right to sell online, but JD.com can release multiple brands of mobile phones at the same time. You can also feel Luo Yonghao's helplessness.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @阿西 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map