Dingxiangyuan's ingenious mechanism for free coffee cup growth campaign

DXY is China's leading medical connector and professional digital service provider. Since its establishment 19 years ago, Dingxiangyuan has created the country's leading medical academic forum and a series of mobile products, and has fully funded the establishment of offline clinics.

1. Case Name

Dingxiangyuan gives away 300 ceramic coffee cups for free

2. Case Label

User growth; WeChat ecosystem; Taskbao fission; lucky draw; ranking list.

III. Project Background

DXY is China's leading medical connector and professional digital service provider. Since its establishment 19 years ago, Dingxiangyuan has created the country's leading medical academic forum and a series of mobile products, and has fully funded the establishment of offline clinics. Through a professional and authoritative content sharing platform, rich and comprehensive data accumulation, and standardized and high-quality medical services, Dingxiangyuan connects hospitals, doctors, scientific researchers, patients, biopharmaceutical companies and insurance, covering tens of millions of general users and 5.5 million professional users, including 2 million doctor users. Currently, Dingxiang Clinics have been established in Hangzhou and Fuzhou, and plans to expand to more cities.

IV. Activity Introduction and Activity Process

Dingxiangyuan's official account "Jianjianshiji" conducts daily growth activities, using the bait of giving away customized cups to carry out the fission of the official account's task treasure. The rules of this activity are very simple. Share your poster with friends and help 3 people get the opportunity to win a [customized cup] lottery (100 copies). In addition, the top 200 people on the list at the end of the activity will receive a set of [customized coffee cups] free of charge. If the first 200 people win the lottery, the next person on the leaderboard will be promoted.

Activity process:

(1) Scan the QR code and follow the official account [Test Time]

(2) The official account [Test Time] pops up the activity rules and exclusive poster

(3) Post the exclusive poster to your Moments, private chat or WeChat group

(4) After three friends scan the QR code, a lucky draw picture will pop up on the official account, and users can participate in the lucky draw.

(5) After 3 people have completed the process, the mailing address cannot be filled in. It will only pop up after 5 people have followed it. Therefore, you need to continue to invite 2 friends. After inviting 5 friends, the mailing information will pop up and you can fill in the address.

(6) If you want to win, you need to continue inviting friends and reach the top 200 on the leaderboard.

(7) After the specified time, those who meet the requirements will fill in the mailing information

5. Case highlights and reusable points

1. Highlights of this event

The highlight of this event is the refined operation. The symbol of refined operation is mainly the mechanism of event setting. This event is very cleverly set up. The cleverness lies in:

(1) Lottery mechanism: Inviting 3 people only gives you a chance to win the lottery, and you only win if you win the lottery. If there is uncertainty, you have to pursue certainty to avoid losses. In addition, it reduces the cost of acquiring customers.

(2) Ranking mechanism: This event also set up a guaranteed chance to win, and the top 200 on the ranking list will win. This fully utilizes the user's loss aversion psychology. In order to win the prize, you have to keep pulling in people.

(3) Tips: In this activity, the mailing address is placed after 5 people follow the event, rather than popping up after 3 people follow the event. If users want to get the mailing address, they must invite 2 more people. This way, more and more users will be invited.

2. Points that can be copied from this activity:

(1) The mechanism of setting up the activity: First, you need to have 3 or more people to participate in the lottery; second, the address is not given directly, and the mailing address will pop up only when there are 5 people; third, if you want to win, you must be in the top 200 of the list. Such an activity mechanism encourages users to continuously attract other users, especially based on the rankings, thereby lowering the cost of acquiring customers.

(2) In this event, you only need to invite 3 people to enter the lucky draw. The threshold is very low, which motivates users to participate and thus increases the participation rate of the event.

(3) The event was very clear, especially in that winning a prize and winning for sure do not coexist with each other. This avoids duplication and reduces user costs.

(4) The design of the poster is worth learning from: marking the poster for medical staff only improves accuracy. In addition, the copywriting is also good (every lonely soul has unique skills), which touches the users' hearts.

6. Points that can be optimized

(1) Although the event poster states that it is exclusively for medical personnel, in reality there will still be many non-medical staff participating, which may be inaccurate. The event rules can state that "no shipment will be made to non-medical personnel" and that the mailing address must be the hospital address.

(2) This activity only requires users to follow the official account without taking any other actions. Whether this activity considers taking some conversion actions to achieve the effect of timely conversion.

(3) The lucky draw pictures sent to users in this event were not explained, which may cause users to forward them and other people who did not participate in the event to participate, which would cause a lot of explanation costs. Whether to explain in the copy or guide users to join the group’s exclusive lottery.

VII. Conclusion

Why dismantle this activity? I believe you will understand after reading this. Although this activity is simple, the mechanism behind it is very clever. It gives people the opportunity to draw a lottery and uses people’s loss aversion psychology to set up a reward mechanism.

That’s not so bad. The more clever thing is that the link to the mailing address does not pop up after 3 people follow you. Instead, it is placed after you follow 5 people, asking the user to invite at least 5 people. Although it is nominally 3 people, it is actually 5. Isn’t it very clever? Ingenious mechanisms Our exploration of refined growth reminds us that there are more ingenious mechanisms for our growth activities.

Author: Terracotta Warriors Still Waiting for You

Source: Terracotta Horses Still Waiting for You