New Oriental Kids low-cost customer acquisition case

New Oriental KIDS+ is a new early childhood education brand launched by New Oriental, focusing on improving the abilities and growth of children aged 0-8, and providing courses, products and services for families and children. "KIDS+" is a new strategy for New Oriental to integrate high-quality early childhood education resources and focus on the early childhood education track. This is another important strategic layout following businesses such as the Mantianxing Kindergarten.

1. Case Name

Low-cost customer acquisition ideas: New Oriental Kids and Xiaohapi jointly conduct trial class enrollment activities

2. Case Label

User growth; enrollment for trial classes; low-cost customer acquisition ideas; channel distribution; lucky draws.

III. Project Background

New Oriental KIDS+ is a new early childhood education brand launched by New Oriental, focusing on improving the abilities and growth of children aged 0-8, and providing courses, products and services for families and children. "KIDS+" is a new strategy for New Oriental to integrate high-quality early childhood education resources and focus on the early childhood education track. This is another important strategic layout following businesses such as the Mantianxing Kindergarten.

BOBO English is the first online AI enlightenment course product under KIDS+. BOBO English is an online AI interactive course based on the "Children's Core Competency Model" and is specially designed for English enlightenment for children aged 2 to 8. The course adopts cartoon IP companion teaching, combined with animation games, allowing children to learn in an "immersive" way through complete stories and life-like scenes, comprehensively improving their interest in learning, concentration, and shaping good character.

The course distribution platform we cooperated with is Xiaohapi Academy, a course distribution platform under the social e-commerce leader DaVdian. It has a lot of mom promoters and specializes in distributing courses from educational institutions. I won’t introduce it in detail here.

4. Activity Disassembly

1. Activity Introduction

This event is a trial class promotion activity held by New Oriental Kids' enlightenment English brand Bobo Children's English at Xiaohapi School under the DaV store. Although this event is a promotion and customer acquisition on the distribution platform, the gameplay is still worth learning, covering: how to strategically attract traffic packages for trial classes; how to get users who purchase courses to refer others; how to get users to participate in live broadcasts; how to set up user incentives;

This promotion is for New Oriental BOBO English AI interactive class, where users can experience 5 classes for 10 cents each. When users purchase the class, they will receive three benefits. These three benefits have many selling points and are very attractive to users. The three benefits are:

(1) Bobo searches for koi and gives away 10,000 yuan in cash red envelopes

Event time: April 1, 2021 - April 8, 2021 20:00 (prizes will be drawn in the live broadcast room at 20:00 on April 8)

Koi quota: 10

Prize amount: 1,000 yuan/person

Participation conditions:

① Purchase a New Oriental BOBO English trial class before 20:00 on April 8, 2021 to participate

② Before 24:00 on April 7, 2021, copy the poster and copy –> send to WeChat Moments (not grouped) –> click "Confirm that it has been posted" on the event page

Prize drawing process:

① At 20:00 on the evening of April 8, in the Xiaohapi Academy video account live broadcast room, 10 lucky fish will be drawn from the users who have completed the participation.

② For users who have won the lottery, the staff will contact them by phone and verify the result. After verification, a cash reward of RMB 1,000 will be issued.

③ Users who win the lottery but fail the review, refuse the review, or cannot be contacted will be deemed to have voluntarily given up the lottery, and the lottery will be reclaimed on site and re-drawn.

Audit conditions:

① The content of the Moments is the posters and copy required by the BOBO Koi event

② The Moments content was posted before 24:00 on April 7 (no grouping was set), and accumulated ≥ 10 likes

③The content of the Moments must be retained until the prize drawing on April 8 for review and approval

[Strategy to Winning] During the event, purchase a trial class, post on Moments + collect likes (10 likes), and click to confirm. In these 3 easy steps, you can secure your qualification for the 1,000-yuan Koi lucky draw!

At 8 p.m. on April 8, tune in to the live lottery draw on the Xiaohapi Academy video account and draw 10 lucky koi fish, each of which will receive a cash prize of 1,000 yuan!

(2) Purchase a course and win a cash bonus up to RMB 88.8

Event time: 0:00, April 1, 2021 - 24:00, April 30, 2021

Rules of participation:

① Purchase a trial class -> Get 1 chance to win a red envelope

② Click on the annual course start reminder -> get 1 chance to draw a red envelope

③ Purchase annual course->Get 1 chance to draw a red envelope

Red envelope distribution: The cash reward drawn will be directly distributed to WeChat wallet

[Strategy for winning] Purchase a trial class, click on the annual course reminder, and purchase an annual course, and you will get one chance to draw a red envelope each time! In other words, you can get up to 3 red envelopes, and the maximum amount of a single red envelope is 88.8 yuan! It all depends on luck!

Warm reminder: Please follow the "Xiaohapi Academy" public account to receive timely arrival reminders.

(3) Choose one of three gifts when your friend purchases the annual course

Event time: April 1, 2021 - April 30, 2021

Opening conditions: Invite three friends to buy a trial class to open

Unlock gifts: (withdrawal does not count)

① Invite 1 person to purchase the annual course to unlock the 49 yuan [Journey to the West Jigsaw Puzzle]

② Invite 2 people to purchase the annual course and it will be upgraded to 99 yuan [stationery gift box]

③ Invite 3 people to purchase the annual course and it will be upgraded to a 369 yuan gift [300 pieces of children's building blocks]

Physical distribution time: Self-collection from May 1st to May 3rd, shipment within 48 hours after collection. Gifts can no longer be collected after May 3rd, and users who fail to collect them will be deemed to have waived the opportunity to collect them.

[Strategy to Winning] If you want to get a physical gift, you have to do this: first invite 3 friends to place an order for a trial class to start the task; then invite 1, 2, or 3 people to place an order for an annual course, and you will get the corresponding physical gift!

Please note: the 3 gifts are not cumulative options! After obtaining the corresponding gift, you need to fill in the delivery information within the specified time to complete the collection before it can be shipped!

2. Activity process

(1) Activity entrance: Xiaohapi Academy official account articles; Xiaohapi WeChat group; Xiaohapi staff friend circle; Baoma group and Baoma friend circle

Activity article link: https://mp.weixin.qq.com/s/hGzWvoddI2bOkf4XfVLz9g

(2) From the entrance to the event landing page, you can see the introduction of the entire event, including course introduction, event process and benefits page

(3) Click on the page "0.1 yuan to buy a trial class and win a 1,000 yuan koi" or click on the big introduction of Bobo 1,000 yuan koi and "0.1 yuan to buy a trial class" to buy the experience class. The page will jump to the full course introduction landing page

(4) After reading the course introduction, you can click the purchase button to confirm the selected course, and then fill in the course information to pay for the course.

(5) After purchasing the course, first, you can participate in the lottery at the location of "Win up to 88.8 yuan in cash" on the event landing page. The lottery red envelope will be directly deposited into your WeChat account. Second, you can generate an event poster on the main page, post it on your Moments to accumulate, and then click Confirm to participate and wait for the live lottery on March 20.

(6) Invite 3 friends to purchase a trial class to unlock the right to receive gifts

5. Points that can be copied

1. The packaging of the experience class is very good

Common experience classes on the market are nothing more than a free live class for 1 cent or a training camp with several free classes, a single-week class with teaching aids for 9.9 yuan, a check-in rebate for 9.9 yuan or a gift for opening, and a two-week class with rich teaching aids for 19.9 yuan to 49 yuan.

The 5 trial classes in this event obviously do not come with gift packages. If 5 classes cost 10 cents on the market, they basically have no appeal, after all, there are too many such AI classes. For example, Zebra, Xueersi Little Monkey, Byte GuaGuaLong, Zuoyebang YaYa, GSX XiaoZao and Zhangmen Xiaoli, etc. But this time, there are 5 classes combined with red envelope drawing + koi drawing + unlocking of step-by-step rewards. The random red envelope is up to 88 yuan, which is basically 0.1 cent, and the rest is just a few dollars; the koi is drawn for 1,000 yuan to 10 people, and the step-by-step rewards are to stimulate conversion classes. It can be seen that the packaging is quite attractive, and the incentive for profit drives mothers to share.

2. The mechanism is very clever

I think some of the mechanisms of the event are quite clever:

(1) You need to get 10 likes on your Moments to be eligible for a lucky draw, which creates a word-of-mouth effect;

(2) The 10 lucky fish were not drawn and announced directly, but were drawn from the users who had completed the live broadcast in the video account live broadcast room. This encouraged many people to participate in the live broadcast and increased the live broadcast participation rate;

(3) The reminder of the annual course reservation is used as one chance to enter the lucky draw, which has improved the publicity of the annual course;

(4) The setting of the herd mechanism. At the top of the landing page, there is a pop-up saying that XXX has completed the 1,000 yuan Koi circle, XXX has drawn a 6.66 yuan red envelope (8.88 yuan, 66.6 yuan), and XXXX people have purchased it, and XXXX people have activated their rights.

(5) The button status on the landing page keeps changing, giving users good guidance. For example, the button at the location of the Bobo Thousand Yuan Koi keeps changing. Before purchasing the trial class, it says “Go to buy the trial class for 0.1 Yuan”. After purchasing, it changes to “Go to share on WeChat Moments”. Finally, it changes to “Wait for the live prize draw at 20:00 on the 8th”.

3. Complete user sharing materials

The purpose of this activity is to refer users, allowing users who have purchased trial classes to introduce other users, and using reward settings to encourage users to share in circles and groups. This event provides users with 3 posters, each with different points. Users can freely choose the points of interest to use for their own users, but all of them highlight major rewards, use benefits to stimulate users, and improve the conversion efficiency of referral sharing. In addition to the 3 posters, there are also 3 texts to match the posters, and users can choose freely.

4. The process of user participation in activities is very smooth

The process of this event is well set up. Users are first allowed to see the overall event, and then the landing page of the course, giving a sense of hierarchy. After users purchase the course, they can return to the activity page to participate in the lottery and share. The page also provides activity instructions, and the process is very smooth.

5. Basically covers the entire process of growth

The design of this event is quite clever. From enrollment to referrals to conversions, it basically covers the entire growth process. Enrollment is 0.1 yuan, koi and tiered physical rewards are used to stimulate referrals, and live broadcasts and tiered rewards are used to promote conversions. It can be seen that this event is not just a simple enrollment event, but also a conversion event.

6. The cost of acquiring customers is relatively low

After careful calculation, if this activity is not done by a joint channel, the customer acquisition cost is relatively low. You see, the koi itself is only 10,000 yuan, most of the lottery red envelopes are 0.1 cents, a few are a few yuan, and the fewest are only a few dozen yuan. In terms of conversion, it is very low-priced physical objects. Basically, the customer acquisition cost is very low. Of course, if we calculate the channel promotion costs, the costs will be much higher, but because I see that promoters do not receive commissions, the overall channel costs should be a lot. Relatively speaking, compared with other products in the channel, the customer acquisition cost is also relatively low.

6. Points that can be optimized

1. The excessive promotion of rewards for this event may cause users to be too enthusiastic about the rewards and ignore the original courses. I feel that this needs to be optimized, from posters to publicity.

2. This activity itself relies on a course promotion platform, but does not advertise commissions among promoters, nor does it lock in fans. This is insufficient incentive for promoters, and many promoters may not participate, which reduces the participation rate.

3. The attractiveness of the tiered rewards is not enough. After all, users buy large courses, and one order should be worth a relatively large amount of money according to referrals. However, this tiered reward is just a puzzle. Many institutions offer puzzles as rewards after trial courses. This needs to be changed.

VII. Conclusion

New Oriental's entry into online education, especially for young children, should be considered a strategic layout to seize the early childhood market. After all, Yuanfudao and Zebra have already seized most of the early childhood market. In addition, with the entry of Xueersi, Bytedance, Zhangmen, Zuoyebang and GSX, New Oriental has no choice but to enter the early childhood market. When facing numerous competitors, how to acquire customers becomes an important point for New Oriental. We definitely want to try to acquire customers at a low cost, so this time we have joined forces with other channels to carry out an incentive-based enrollment campaign.

This article analyzes the idea of ​​low-cost customer acquisition. From the above analysis, we can see that he does not recruit students by giving commissions in combination with courses and teaching boxes, but recruits students through activities and uses lotteries to acquire customers at low cost, which is very instructive. There are many features of activities that combine lucky draws to generate growth. I will focus on them in the future. After all, it is a relatively low-cost way to acquire customers.

Author: Terracotta Warriors Still Waiting for You

Source: Terracotta Horses Still Waiting for You