How to do offline community marketing?

With the vigorous development of China's social economy and real estate industry, the vast majority of the population in cities have formed a community-based lifestyle according to their own residential formats, and " community marketing " is precisely what was born in such an environment and background.

When will the brand marketing war begin in 2021? Spring Festival! The domestic epidemic prevention and control has achieved a major victory, the strong New Year atmosphere has returned, and people's consumption and mood have warmed up; the Spring Festival marketing war, which is regarded as a battleground, has been fought even more fiercely this year.

During the Spring Festival of the Year of the Ox, in addition to the red envelope battles and blessing-collecting activities that have continued to be hot in previous years, the entry of WeChat red envelope covers has pushed public sentiment and the New Year atmosphere to a new climax.

This article will help you thoroughly sort out the relevant content of WeChat red envelope covers from the origin of WeChat red envelope covers, customization thresholds, brand gameplay cases and data trends; to ensure the reusability of the conclusions, this article has selected as many gameplay cases from various industries as possible, and I hope it will be helpful to you.

1. The origin of WeChat red envelope cover

WeChat red envelope cover is actually not a new concept. It can be traced back to 2019 (even earlier, it can be traced back to the red envelope cover gameplay launched by QQ in 2016).

That year, Enterprise WeChat launched the red envelope cover service, and enterprise administrators certified by Enterprise WeChat could log in to the Enterprise WeChat administrator backend to customize it; but at that time, Enterprise WeChat remained relatively restrained, and only "employees of some Enterprise WeChat certified companies" and "consumers traveling abroad" could receive the red envelope covers issued by the company.

During the 2019 Spring Festival of the Year of the Pig, 15,000 companies participated in the WeChat Spring Festival customized red envelope activity.

Let’s look at the specific timeline:

• 2019 Spring Festival: Enterprise WeChat certified enterprise administrators can be customized, 10 yuan/piece, minimum order quantity 100 pieces;
• January 2020: The red envelope cover open platform was launched, and a new red envelope cover story was added. 5 pictures/videos can be added for display, 10 yuan/piece, and the minimum order quantity is 100 pieces;
• December 2020: Individuals and corporate entities can customize, 1 yuan/piece, the minimum purchase quantity is 1;
• 2021 Spring Festival Limited Time Event: Personally customizable, free of charge, each person can make it twice, and can give it to 10 friends at a time.

From the timeline, we can see the gradual transformation of WeChat’s main business.

In 2019, the only users who can receive the subsidy are "employees of some companies certified by WeChat for Enterprises" and "consumers traveling abroad"; the former receive it through "WeChat for Enterprises notifications", and the latter receive it from overseas merchants that have cooperated with WeChat, provided that "WeChat Payment is used for consumption abroad."

At that time, the red envelope cover customization function was created to assist the two businesses of "Enterprise WeChat" and "WeChat Pay".

In 2020, WeChat launched the "WeChat Red Envelope Cover Open Platform". The red envelope cover supports the display of 5 pictures and videos. The customizer can put up to 5 15-second short videos in the red envelope.

It is obvious that in 2020, the red envelope cover customization function is designed to assist the "official account", "mini program" and "short video" businesses.

During the 2021 Spring Festival, WeChat connected the red envelope cover and video account, and launched a mini program for personalized red envelope cover, further lowering the threshold.

At this time, the red envelope cover customization function is to assist the "Video Account" business.

For WeChat, the large-scale opening of the red envelope cover customization function is of strategic significance to the growth of WeChat's other business lines; at present, the effect should be good.

We also know that Tencent has been doing very well in value-added services. QQ's huge and successful membership system (QQ skins, yellow diamonds, green diamonds, red diamonds, fonts, bubbles...) has made Tencent's value-added services famous. To date, skins are still an important part of Tencent's gaming revenue.

Since WeChat has always remained relatively restrained, it has not made many attempts in value-added services; this trial of red envelope covers is a rare one.

Compared with 2019, the customization cost of 10 yuan per piece has dropped to 1 yuan per piece in 2021. However, judging from the quantity and scale of distribution by major brands during this year's Spring Festival, Tencent's revenue is considerable; it can be said that "people sit at home and make money from the sky", which has laid a solid foundation for WeChat to enter the B-side business.

2. Customization threshold for WeChat red envelope cover

Individuals and corporate entities can customize it. The requirements are shown in the figure below. If you need to know the specific content, you can log in to the [WeChat Red Envelope Cover Open Platform] to find out.

During the 2021 Spring Festival of the Year of the Ox, the threshold for customized red envelope covers on WeChat has been further lowered; you only need to open a video account, publish one work, and get 10 likes on the video account to customize it.

However, it is different from enterprise/individual authentication users in terms of production and use, as shown in the figure below:

3. WeChat red envelope cover branding example

For each red envelope cover issued, the brand needs to pay Tencent 1 yuan in cost. At the same time, only scarcity will trigger a scramble among users; therefore, most brands will adopt a limited-time and limited-quantity strategy to issue brand red envelope covers.

The WeChat red envelope cover open platform provides three distribution methods: receiving QR code, receiving serial number, and receiving link.

This has also become the distribution method chosen by most small and medium-sized enterprises and brands. Compared with the other two methods, the way to obtain serial numbers is more cumbersome and requires manual operation by the brand or system distribution; these three methods have become the most basic distribution methods. For more complex and interesting methods, please see below.

By utilizing the functions of WeChat official accounts and combining them with three basic distribution capabilities, we have created the following gameplay methods: adding a mini-program link to a picture to jump to the receiving link; reading the original text to jump to the receiving link; scanning the QR code to receive; inserting the official account red envelope cover card, etc.

During the 2021 Spring Festival of the Year of the Ox, Tencent has successively launched more diversified red envelope cover distribution capabilities, including: search, twisted card ads in Moments, group red envelope easter eggs, red envelope easter eggs, lucky bags hidden in auspicious words, etc., to help brands achieve greater exposure. The specific gameplay will not be elaborated here.

More diversified distribution methods mean higher advertising and marketing costs. For leading brands, large-value red envelope covers were launched during the 2021 Spring Festival. See below for details.

As mentioned earlier, the Spring Festival in 2021 is the first time that WeChat has significantly lowered the threshold for issuing red envelope covers. Many companies are still watching or have failed to participate in the battle in time; therefore, small and beautiful and pursuing more effective ways have become their choice.

Let’s take a look at some specific gameplay examples below.

Method 1: Follow the public account + reply to keywords

Ping An Bank sent a tweet on its official account, announcing the specific method of obtaining the red envelope cover. Users need to scan the QR code to follow the official account and reply “red envelope cover” in the official account dialog box to receive it. For new users, this step can increase the number of followers of the official account; for old users, it can cultivate the habit of using the dialog box.

Compared to directly putting the QR code for receiving the red envelope cover in the tweet, this method takes a detour and can make the distribution of red envelope covers more accurate and effective.

The same method is used to reply to keywords in the official account dialog box. The public account of the online education brand "One Week Progress" for college students adopts the method of following its matrix account and then replying to keywords in the matrix account dialog box; cleverly, the matrix account that guides attention is the experience camp service account of its courses, which lays the foundation for its subsequent trial conversion.

Gameplay 2: Task treasure fission, invite friends to get the red envelope cover

Sanlian Life Weekly’s official account tried distributing red envelope covers with a fission idea.

After the user scans the code (follows its matrix official account), the official account will pop up a fission poster. The user needs to invite 3 friends who have not followed the official account (i.e. new users) to get a red envelope cover; this method is equivalent to using the money from the red envelope cover to attract new users.

There are two details worth praising in Sanlian Life Weekly:

• In addition to placing the fission poster in the push article, it also stated which public account to follow (this fission poster was later banned by WeChat, which also proved that its dual risk consideration was prudent, so as not to force the activity to stop completely and affect the fission effect);
• In the fission copy given in the dialog box, in addition to telling users how to obtain the red envelope cover, other products are also integrated, so that one fission produces a double effect.

Using the same fission gameplay, Lao Qin’s official account took the idea a step further and created a variety of red envelope covers. After users receive one model, the official account will remind users that they can receive other models to continue the fission.

Method 3: Place a link to receive the red envelope cover in the video account work

Compared to just coldly asking users to grab red envelope covers, incorporating red envelope cover links into video works is a warm way. After users open the video works, the people and sounds that come into view can always bring some perceptions, which is conducive to establishing a deeper relationship with users.

Uncle Qiuye puts the red envelope cover link in his video account works. On the one hand, it can increase the number of fans for the video account. On the other hand, it can communicate and bless everyone during the Spring Festival through the video account, which improves his personal image.

Luo Yonghao also adopted this distribution method, and was more direct. He directly displayed subtitles and arrows in the video account to tell users where to click to receive the red envelope, ensuring that the user participation link will not be interrupted; but there is one detail that can be optimized. Compared with Uncle Qiuye, Luo Yonghao’s red envelope cover link cannot be displayed directly on the screen, and requires clicking on the comment area to see it, which will affect the effect to a certain extent.

Method 4: Follow the video account + receive the password in the video account work + reply to the password in the public account dialog box

Don’t forget that the purpose of WeChat red envelope cover is to assist Tencent in the development of its video account business; so we should also take this opportunity to make good use of our own video account.

Lei Jun published the rules for receiving the red envelope cover on the official account, namely: follow the video account, go to the video account to view the work at the specified time to obtain the password, and reply to the password in the official account dialog box to obtain the red envelope cover; this method can organically connect the official account and the video account, and settle users in multiple channels.

Titanium Media also adopted the same approach.

Method 5: Follow the video account + send a private message/add the WeChat account to get the red envelope cover serial number

Autohome’s distribution method is: after following the video account, send a private message through the video account and reply with keywords to obtain the red envelope cover serial number.

However, this method has two disadvantages. Compared with directly obtaining the red envelope cover, the method of obtaining the serial number requires users to add it manually, which will result in a loss rate. On the other hand, replying to keywords in private messages requires configuration by the initiator, either manually or by script, both of which have technical barriers.

The way to obtain the red envelope cover by Zhao Hejuan, the founder of Titanium Media, is to follow the video account, add the assistant WeChat, and send a screenshot of following the video account to obtain the red envelope cover. Adding the WeChat account is actually saving private domain traffic. We can see that the tweet also mentioned that the assistant will also invite users to join an exclusive welfare group. Through the red envelope cover activity, the initiator is given a reason to invite users to join the WeChat group.

Method 6: Jump to the brand’s mini program to receive the gift and increase user touchpoints

The collection location of SAIC Volkswagen's red envelope covers is placed on its mini program. Users need to enter its mini program to collect them. The same method is used by the Magiray brand. For SAIC Volkswagen, it is a very good attempt to let users who have not used the SAIC Volkswagen mini program experience it in a concentrated manner through the red envelope covers.

Method 7: Complete account registration in the mini program and get the chance to win the prize

GUCCI's red envelope cover is a jointly customized model. In addition, it is a luxury brand with a high level of quality, so its red envelope cover will naturally be snapped up by users. It is based on this that GUCCI has gained a higher voice. The way to receive its red envelope cover is to enter the mini program (personal account registration must be completed) and make an appointment for the lottery. Only after the appointment is successfully made can you participate in the red envelope cover lottery, and you can only get it if you win the draw. This method cleverly obtains the user's personal information.

Based on GUCCI's gameplay, LV has further raised the participation threshold; in addition to completing personal information registration on the mini program and obtaining lottery qualifications; if you want to increase your winning rate, you can increase your lottery chance by one more time you invite 3 friends. Through this model, LV can quickly acquire new customers, which is worth learning from.

Gameplay 8: Sign in to the mini program continuously to get a red envelope cover

Inter Milan uses red envelope covers as a sign-in reward for the mini program. Signing in for 7 consecutive days will get you a red envelope cover. But it is worth mentioning that since red envelope covers are limited, you may not necessarily get a red envelope cover by completing the sign-in task. Inter Milan focuses on promoting activation and user stickiness.

Gameplay 9: Matrixing the red envelope cover to help with subsequent holiday marketing

The sudden popularity of WeChat red envelope covers has, to a certain extent, allowed us to see its potential. On the other hand, WeChat has launched an open platform for red envelope covers. To a certain extent, red envelope covers will become normal in the future.

Not only did Amul collaborate with many celebrities to produce Spring Festival red envelope covers during the Spring Festival; in addition, it also launched an event page on the mini program to inform people of Valentine's Day events and distribute exclusive Valentine's Day red envelope covers. The gameplay of the matrix red envelope covers is worth looking forward to.

Strategy 10: Brand alliance, reduce costs and amplify marketing effects

In the battle of red envelope covers during the Spring Festival, Yonghui Supermarket deserves a mention; compared with other companies fighting alone, Yonghui Supermarket jointly issued red envelope covers with Mengniu and Liby, which has a flat cost and is more cost-effective; in addition, on the red envelope details page, you can jump to its mini program marketing page for subsequent conversions.

Tip 11: Integrate the red envelope cover into the brand product to let users perceive the product value

Tencent Rabbit Nest takes the form of a questionnaire. Users need to answer the questions correctly before they can get the link to receive the red envelope cover. The content of the questions all comes from the investigation of products and brands, which helps users understand product functions.

The Moonlight Blade game combines various methods to distribute the three red envelope covers in batches through raffles, page activities, community benefits, and wish shakes.

Honor of Kings has integrated red envelope covers into the game. Only players who win three peak matches and open the third-level physical strength treasure chest can obtain the cover. The Peace Elite game also has similar attempts.

The QQ Dance mobile game requires players to share the red envelope cover with friends. The other party can receive it by registering or returning, and the sharer can receive a copy.

The Naruto game requires users to bind their account and identity before they can receive it.

4. Tips for WeChat Red Envelope Cover Design

It can be seen from the launch of the "WeChat Red Envelope Cover Open Platform" on WeChat that red envelope covers will become a normalized business in the future, with a similar meaning to emoticons, but with more room for development and marketing scenarios than emoticons.

Key point 1: Seeking difference in pursuit of personalized experience

Compared to the default red envelope cover, when everyone sends red envelopes in the community, your personalized cover red envelope will make you the focus of the whole audience instantly. It has its own social attributes, and those who enter first can enjoy the bonuses.

However, with the entry of many brands, red envelope covers have flooded the market, and while a hundred brands are flourishing, homogeneous competition is also severe. When designing red envelope covers, maintaining a differentiated design will allow the brand to gain better attention and favor.

Tip 2: Tell a good soft story and let users "flip your sign"

On February 19, WeChat released the "2021 Online Spring Festival Social Life Report", which showed that the average user had 7.37 red envelope covers during the Spring Festival; during the Spring Festival, a total of 30 million red envelope covers were put on the WeChat red envelope cover open platform.

The number and frequency of red envelopes sent by users are limited. What brands compete for is the number of times users use their own red envelope covers. Only when users use them can we bring us possible brand exposure.

When designing, the brand should be as soft as possible. Strong brand implantation is not a pleasing way. It should be designed from the perspective of "how to make users feel that the red envelope cover is strongly related to them". It would be better if the red envelope cover can express the user's emotion or indicate the user's identity.

Tip 3: Scarcity is an indispensable factor for a hit product

If the brand has a larger budget, it can consider launching a co-branded red envelope cover. It would be even better if you could invite a celebrity who has his or her own traffic; if the brand itself has a spokesperson, you can consider using the spokesperson’s image as the red envelope cover. Compared to red envelope covers that have hard-earned designs, this kind of red envelope cover is more precious and scarce.

Of course, this cannot be generalized and is not completely applicable to all industries.

Tip 4: Different groups have different hobbies, so it is more effective to make a red envelope cover matrix

Different groups like different things, so it is wiser to design red envelope covers of different styles for different groups; even if your product is aimed at a very vertical and single group of people, you can design a variety of red envelopes for users to choose from. A combination of methods can more easily increase the probability of users using red envelope covers.

5. Looking at future trends through WeChat red envelope cover data

1. Data

On January 20, the GUCCI brand red envelope cover became popular and topped the Weibo hot search list, with over 210 million readings.

As of February 21, the topic reading number of "Yi Yang Qianxi endorses Tiffany" has reached 2.03 billion, and the topic reading number of "Li Xian endorses 7UP" has reached 16.71 million. The two companies have created brand success through the WeChat red envelope covers.

For a certain food brand, at 11:00 p.m. that day, the push notification for grabbing the cover was sent out, and the number of readers reached 100,000+ in just 2 minutes; 85,000 covers were sold out in less than a minute.

The top players distribute astonishing amounts, all in the millions or tens of millions. Game red envelope covers: When the number of covers distributed is in four digits, they will be snapped up in seconds; five-digit covers will be snapped up within 1 minute; six-digit covers will no longer exceed 5-8 minutes.

As of February 22, the topic #微信红包罩# has 1.36 billion views and 545,000 discussions on Weibo; and the topic #集五福#, which has been going on for many years on Alipay, has 1.58 billion views and 832,000 discussions on Weibo.

It can be seen that in the first year of its launch, the WeChat red envelope cover has been on par with the Alipay lucky draw event, and its strength should not be underestimated.

On February 11, the WeChat index of "red envelope cover" once climbed to 470 million, surpassing long-term hot words such as "Spring Festival". Brands that participated in Tencent’s brand promotion have achieved significant growth in the WeChat Index.

2. Trend section

1) Red envelope covers are not a new concept. In 2016, QQ launched customized red envelope covers. In terms of trends, "QQ is called the experimental field of WeChat"; many QQ functions may appear on WeChat in the future. Brands should be sensitive to trends and intervene in advance.

2) As WeChat advertising capabilities continue to increase and improve. For leading players, it is still recommended to use the powerful marketing combination provided by Tencent Advertising: SouYisou (the infrastructure such as landing pages is complete, and the search terms for Zuoyebang have reached hundreds of millions), Video Account (WeChat continues to empower Video Account), WeChat Advertising (gacha ads, entering keywords in the chat box, and other gameplay are constantly being launched), Mini Programs/Official Accounts (guidance to the red envelope details page).

As shown in the figure below, the brand landing page currently presented in WeChat search is very complete. It not only has an entrance to receive the red envelope cover, but also the brand’s official account, video number updates, etc.; at the same time, the WeChat search function is not to be underestimated. It is comprehensively building a "Baidu" within the WeChat ecosystem, and brands must also keep up with WeChat's strategy.

3) For top players, there is no essential difference between distributing red envelope covers and buying traffic, it is more like a carnival of buying traffic; during the Spring Festival of the Year of the Ox in 2021, a large number of mobile game brands invested heavily in the market. This is also related to the characteristics of the gaming industry. The population is wide and scarce, and the effect of distributing red envelope covers is more effective. However, whether this purchase of volume is cost-effective or not is up to the brand to judge for itself.

4) Leading brands entered the market in a high-profile manner and launched co-branded red envelope covers, which were snapped up by users. However, this model should be used with caution for less mature IPs.

5) In addition to considering new customer acquisition, you also need to consider retention. Especially for brands that attract new members through public accounts, the unfollow rate must be considered; for current verification, a better way is to distribute red envelope covers through raffles. Raffles will reduce the unfollow rate because raffles have a time period.

6) The 2021 Spring Festival of the Year of the Ox is the first time that WeChat red envelope covers have become popular among the public, and users are enthusiastic about participating; but as time goes on, users’ sense of novelty wears off and they will eventually return to calm; but WeChat red envelope covers should exist for a long time, and brands need to think about what to position the red envelope covers as and how to use them in future marketing.

VI. Conclusion

In 2021, WeChat red envelope cover fired the first shot, competing with Alipay's blessing collection and red envelope war.

But will this trend still continue in 2022? Let time witness everything, we will wait and see.

Author: Community Marketing Research Institute

Source: Community Marketing Research Institute