13 case studies teach you 3 tricks to achieve 0-budget planning of a million-PV event

In a startup company, both personnel and support resources are limited. How can we leverage human preferences and combine them with holiday hotspots to launch low-cost activities to achieve a screen-sweeping effect and attract exposure for the company's projects?

Here I would like to share the three strategies I have used to achieve a million-dollar PV event with zero budget in the one year since graduation, so that students with 0-1 year of event operation experience can directly reuse them in their work and put them into practice to create their own successful cases.

As shown in the activity operation flow chart, the most critical link in running an activity with low cost and high traffic is: creative plan.

Good solution ideas have strong self-propagation capabilities and are embedded with gamification , which lowers the threshold for user participation and sharing, and everyone is willing to give it a try. This is the key to the continued spread of the activity in the circle of friends. Otherwise, if it only relies on a part of the initial users, the spread will quickly decay.

To put it simply: your initial users are 100. After these 100 people share it on WeChat Moments, assuming that each person's WeChat Moments can influence an average of 1,000 friends. If more than 100 people continue to share it after viewing it, then the UV of this activity will continue to increase. Otherwise, the influence of the activity will decrease until it reaches zero.

3 tried and tested strategies to achieve high traffic with zero budget

Routine 1: Micro-innovation

Constellation and name tests:

After the name and constellation test became popular, several modified versions were derived and circulated widely in the circle of friends. The most important thing for imitating such popular activities is time. With the current WeChat policy, it is easy to be banned. You can set some banners and benefits to indirectly guide attention.

Fake certificates for showing off : marriage certificate, property certificate, work permit, college entrance examination admission ticket.

This type of mini-game is best suited to be combined with holiday hotspots, satisfying the user's desire to show off. Holiday hotspots will also trigger a herd effect in the circle of friends.

Industry information fan-attracting activities: suitable for public accounts in segmented vertical industries, such as using advertising information for advertisers and using operation-related information for operators.

Based on successful activities, we can make micro-innovations, with the focus on differentiated design or playing in different vertical industries.

WeChat is now increasingly strict in banning induced sharing. We must keep up with the times and avoid the pitfalls . Take simple information sharing as an example. When guiding forwarding at the end of the article, the words "Follow the public account, send xxx to get information" should not appear. Three alternative methods can be used, such as adding small account friends, temporary group guidance, and third-party external links.

Tactic 2: Taking advantage of festival hot spots

Psychology has a " psychological arousal " effect. For example, the Double 11 promotion atmosphere across the entire network last week drew everyone in: the festive atmosphere strengthens one's need for belonging and communication (everyone around you is discussing Double 11, and if you don't pay attention you'll become an outlier), thus triggering a herd mentality.

Before Christmas, New Year, Valentine's Day, National Day, Double 11 and other festivals come, first collect successful industry event cases in previous years, and combine this year's popular elements with micro-innovation design plans , which are simple, crude but effective.

Answer matching test : a panacea activity type that is popular all year round.

New Year’s event title: These are xxx’s New Year’s gifts.

Valentine's Day event title: xxx's sweetheart is actually him.

Usual titles: xxx’s best friend is actually…, If you answer more than 7 questions correctly, I’ll treat you to a meal.

In addition to attracting fans with the college entrance examination admission ticket, we also launched a college entrance examination paper activity, which reached 1 million PVs during the two days of the college entrance examination. It was based on the answer template and designed in the style of the college entrance examination paper. During the same period, many other vertical industries also launched similar answering examination activities:

When a hot spot comes, it is like a tornado. You, who are usually unknown, can fly very high with a slight touch, and attract the attention of more and more users farther away.

However, hotspot environments are noisy. How to effectively utilize hotspots also involves the efficient combination of plans, time and channels . Later, we will use a specific April Fool 's Day case to analyze it.

Routine 3: Cross-border thinking

Successful activities in every industry satisfy some aspect of human nature, and human nature is universal. The Bible says that people have seven deadly sins (pride, envy, wrath, laziness, greed, gluttony, and lust), and Buddhism says that people have the three poisons of greed, anger, and ignorance.

Ps: Regarding the research on user human nature, I recommend "Social Psychology, 8th Edition" written by David Myers (US). He perfectly combines basic research with practical applications, and uses a logical organizational structure to let us understand how people think, influence others and establish connections with others. It helps to understand oneself, society, and the relationship between oneself and society.

Reference case: Gym model, making money from people who don’t stick to exercising.

When I was in charge of the sales of the smart hardware iball, I drew on this model and planned an activity where people could get money for exercising.

Formulate the theme of " Get money for exercise, get iball for free ": promote in women's community, which has received very good results . On the one hand, the free theme induced a large number of waiting users to place orders, and on the other hand, the cashback temptation supervised users to achieve the effect of exercise.

In general, it is equivalent to giving back the price difference of group buying and flash sales to users in the form of exercise cash back, but the conversion rate and user reputation are much higher.

Similar cases:

A certain smart bracelet accumulated its first batch of seed users through the crowdfunding marketing method of " cash back for running, and free use of the bracelet ".

A car insurance platform launched a “ cash back for not driving ” sales campaign and added some “environmental defender” medals of honor to encourage users to show off and spread the word on social networks.

Another reference case:

In 2012, Starbucks designed the "Early Bird" app for those who sleep in. Users download the app and set a wake-up time. If users get up at the appointed time and arrive at a Starbucks store within an hour, they can enjoy discounted coffee. If they are late, their discount will be invalid.

The last time we helped a brand owner plan an event in a running app community, we drew on this inspiration.

Actual combat case: routine demonstration

Once you are familiar with the above 3 routines, you will no longer have to lament that "the activities that are all popular in the circle of friends are all from other people."

Below we will sort out the routines for zero-cost high-traffic activities from the six key aspects of activity purpose, program creativity, design and development, publicity and promotion strategy, real-time optimization, and implantation conversion.

Purpose:

Help customers spread the word in the new media operation circle through H5 activities, attract fans and promote banner ads: provide H5 source code to new media operations for free.

Ideas:

The idea of ​​the activity plan was to first collect April Fools' Day cases from the previous year and found that there were three popular themes for April Fools' Day:

Because commemorating Leslie Cheung and expressing love are not popular among the public, the theme of "pranks and tricks" was chosen, which was related to the original text of the popular WeChat Moments post: playing pranks on people in WeChat Moments.

There is a pain point here: I don’t know who clicked “full text” in the circle of friends.

So I thought of combining the previous "Friends Impression" activity " I just want to know who cares about me the most " to record the visitor's footprints

Friends Impression Activities:

After comprehensive screening, the prototype of the activity "title party pranks friends" was preliminarily determined:

Ps: Regarding the inspiration for the activities, which comes from the accumulation of life, it is recommended to pay more attention to the popular reposts in WeChat Moments, popular Weibo, Shuying.com and other marketing case platforms to accumulate creative online sense.

Development and design:

After the theme of the event is decided, the next thing to think about is how to highlight the user's feeling of being fooled, so that every user who clicks in can feel the full screen of ridicule.

The logic of my design is that every user who clicks in will feel that they are the "most prominent". The main theme is to quote the mocking and funny expressions in WeChat chats to bring in the sense of scene:

When doing this kind of holiday hot activities, the rhythm of technical development must be well controlled. It is worst to wait until the product UI is perfect before handing it over to development . This can easily lead to insufficient time reserved for technical development. The demand framework can be given to the developer in advance, and some specific UI detail modifications can be optimized in real time.

After developing an activity, you must first test it in a group of friends to see whether ordinary users will follow your expected process without any guidance? Research whether the copy arouses his desire to click.

Promotion strategy:

At this point, the timing and product form of this activity have already matched the "Law of Environmental Power" and "Adhesion Factor" of the three major laws of "The Tipping Point". As long as the promotion and marketing rhythm adheres to the "Law of Individual Characters", it is almost certain to detonate a trend.

Detonating the popular three-stage rocket:

The first step is to let a group of relatively active and influential operation friends in the circle launch your event first. On the one hand, they have a sense of superiority in being the first to launch, and on the other hand, they have the trust accumulated through daily communication.

The focus of the second step is to share case experiences in high-quality groups, send red envelopes to encourage group members to help forward, and then broadcast the latest status of the live event in the group.

The last step is to cover the activity link in the remaining 200+ communication (advertising) groups of various types, and add a simple introduction to increase the opening rate , such as: "Hahahaha, this April Fool's Day activity is too deceptive, I strongly recommend you to cheat your friends."

Ps: The standard configuration for operating an event: more than 5 high-quality groups (actively participating industry discussion groups) and more than 200 ordinary groups (with message do not disturb settings). If you think the advertising group takes up too much space on your phone, you can use a small account to join a regular group. Half a month before the event, you should start infiltrating the WeChat groups of the target audience of the event, mainly to exchange ideas with partners from other industries.

In addition to the three-step promotion rhythm, choosing the right time to launch a campaign is also the key to its success . The previously popular WeChat red envelope photos were also posted at 5 pm. At this time, it is close to getting off work and everyone is relatively free, so they will check their friends circle on their phones. Data learning activities are suitable for promotion and forwarding on Tuesday to Thursday evenings, which creates a more enthusiastic learning atmosphere for users.

This April Fool's Day event is launched at 11:30 am. Steps 1 and 2 will be executed first to trigger the initial traffic peak. At 4 pm, step 3 will be executed to forward the message to all groups, and then step 2 will be repeated.

Real-time optimization:

After the event is launched, you cannot just sit back and reap the benefits immediately. You also need to monitor various key data in real time and optimize the event details in real time to continuously expand the event conversion rate.

At the beginning of this activity, the background data showed that the user sharing rate was too low. I received feedback from friends that the title was too dirty and they were unwilling to forward it publicly. This made me realize that I was writing a copywriting pit that flattered my own taste. This is also emphasized above. We must do activity testing first to prevent self-satisfaction!

I temporarily adjusted the copywriting and added a relatively fresh title:

After the event ended, the top 10 titles shared by users were counted, and they were quite different from the titles I initially set.

In this event, more than 10,000 users participated in the forwarding, which brought the company one million brand exposures. The cost of the entire event was: 1,000 yuan for technical outsourcing development and 100 yuan for mass red envelopes, totaling: 1,100 yuan = 500,000 traffic + 10,000 public account fans (labor costs not included).

Implant conversion:

For this type of "old wine in new bottles" activity, its essence is to meet the human needs of users . If supplemented by appropriate conversion implantation, it can achieve low-cost large-scale traffic dissemination + considerable business conversion.

For example, a financial product: Every time you trick someone, you will get a 10 yuan voucher:

Last week before Double 11, NetEase Yanxuan also promoted this kind of activity on WeChat, with the title " We are getting married ", which achieved a screen-sweeping effect:

Use banner ads to attract traffic to Yanxuan Mall:

above.

Mobile application product promotion service: APP promotion service Qinggua Media information flow

This article was compiled and published by @鉴锋 (Qinggua Media). Please indicate the author information and source when reprinting!