QQ space advertising wedding dress industry brand promotion case!

Guangdiantong is an advertising platform based on Tencent's social network system. Through Guangdiantong, advertisers can place advertisements on many platforms such as Tencent News Client, Tiantian Kuaibao, QQ Space, WeChat, Tencent Alliance Advertising, QQ Browser, and App Store to promote their products.

QQ space advertising wedding dress industry brand promotion case!

Platform advantages:
1. Wide user base: more than 800 million daily users
2. Accurate positioning: precise targeting capabilities to target active customers
3. Multiple platforms: Tencent has abundant social advertising resources
4. Cost saving: A more reasonable and transparent cost management model helps you balance costs and benefits

Brand Story:

Founded in 2005, Unique Vision is one of the earliest photography studios in Shanghai. With the continuous development of the company, more and more customers recognize and trust Weiyi, which has transformed the traditional brand into a brand new modern image, pushed this fashion classic brand to another peak and become a classic representative of fashion for young people.

Today, Youyi Vision has created a global travel photography brand, serving customers across both sides of the Taiwan Strait and the four places, with more than 200 travel photography destinations around the world, including honeymoon destinations such as Sanya, Lijiang, Dali, Qingdao, Shanghai, Beijing, Hangzhou, Wenzhou, Guangzhou, Phuket, Bali, Maldives, Paris, Prague, Rome, Venice, Provence, London, Switzerland and so on.

Marketing pain points:

As a wedding photography brand specializing in travel photography, the visual display effect of customer photos is particularly important. Weiyi Travel Photography has accumulated a considerable amount of customer photo resources. Although it has launched a variety of advertising forms, it is still trying different ways to show its featured products and services to customers, reflect brand differentiation, and achieve better delivery effects.

Marketing objectives:

We hope to show the before-and-after comparison of the photos of the unique travel photography, as well as the scenes of multi-person service, to demonstrate its unique service content;

By using immersive videos, users can be more focused and ads can be more attractive, thereby increasing click-through and conversion rates.

Delivery plan:

1. "Customer photos are more beautiful than sample photos. What you see is what you get."

When various promotion platforms were flooded with the same old advertising materials and samples, causing a sharp drop in click-through rate and consultation volume, Youyi Travel Photography insisted on using customer photos as promotional materials, attracting customers with exquisite customer photos, increasing customer acceptance, and standing out from the homogeneous materials.

2. Use immersive video ads to showcase more brand service content, which is more effective than text and image ads.

In order to make the advertising display effect different from graphic and text advertisements, the behind-the-scenes footage of the shooting is recorded in the form of video and compared with the finished film to highlight the effect of the product. In addition, the immersive video playback method and the "lights off" experience increase the video playback rate and click-through rate. Clicking the video button jumps to the ad landing page, shortening the conversion path and improving the conversion effect.

3. Interest classification and targeted targeting

This targeted delivery method is assisted by user interest classification, and mainly selects interests related to high-end customers, such as automobiles, home furnishings, travel, etc. At the same time, in terms of regional selection, we mainly refer to provinces and cities with high conversion rates through other channels of our customers, basically covering core key cities, and strive to maximize exposure to potential users.

4. Create a landing page with high CVR, using exquisite and beautiful screen design and concise and effective filling logic

In the design of the landing page, the advertiser used static and beautiful wedding photography as the main screen, which not only attracted the user's attention, but also demonstrated the brand's strength and enhanced the sense of trust. The entire page adopted a simple form format. The user only needs to enter his name and mobile phone number to complete the filling, which reduces the user's filling cost and thus increases the target user's filling rate.

Customer feedback

Weiyi Travel Photography has previously launched many forms of advertising, including Sui Xin Interactive, Tencent Video, Tencent News, etc. This time, the immersive video advertising was very effective, with higher click-through rates, daily registrations, and customer service efficiency than before. Moreover, immersive video advertising can highlight the service features of our travel photography and differentiate us from other brands in the same industry. We are very satisfied with the overall effect.

Marketing effectiveness
For this unique travel photo shoot, with the help of immersive video advertising, the click-through rate reached 1.7%, the consultation cost was reduced to 50 yuan, and the efficiency reached 29%, allowing customers to find an effective form of advertising, and the effect exceeded the advertiser's expectations.