Activity Analysis丨10 Yuan Storm Activity Analysis and Skill Sharing

2. For regular indicators: As an APP, in addition to key indicators, there are also other regular indicators. For example: open rate, new user downloads, new user card binding indicators, daily/monthly active data, etc.

3. To stimulate different users: Palm Life is a comprehensive service platform involving merchants and users. This activity can achieve two-way stimulation and double benefits for users and merchants.

1. Relationship with activity operation:

Activity cycle: contains 3 key nodes, guiding users to complete designated actions within a 40-day period.

1. Ends on 10th. For 6 consecutive weeks, you can redeem gifts starting from every Monday and ending on 1.11.

Activity budget: 17 categories involved, 525,000 copies, and a market value of over 100 million.

The key for merchants is to establish cooperation with large platforms without losing money (on the purchase price). This allows them to increase sales while strengthening their brands through bank traffic, which has a long-tail effect on brand exposure and value creation.

2. Relationship with user operations:

Who are the target users?

Composition structure: 20% are scalpers and sellers, and 80% are natural users.

Profit distribution: 20% of the initiators, Captain Jimiao takes 80% of the profits, and even 99% of the top prizes (JD E-card).

Participate in user psychology analysis:

Vanity of top users:

As for the ways to get cats, there is one way to swipe a card with a balance of more than 60,000 and get 120 cats in one go. Although few people do it intentionally, but once you get 120 cats on the first day and show off 120 cats, it becomes a status symbol for ordinary users, a label of being a big shot and rich, and it is also a show-off + vanity psychology in the underlying design.

Every day, the winning captain can complete the first stepping stone of the first round of bidding for 5000E cards. There are two techniques involved here.

First, if you want to win the biggest prize, you must be the team leader and quickly pull people from your circle to join the team, which indirectly attracts users to participate;

Second, the captain has made contributions and will naturally receive a different reward mechanism from ordinary users, with 3 more cats.

Bidding skills and psychological speculation:

A wise person must first position himself well during the auction process.

For example, an E-card with a clear target of 5,000 is not something that ordinary users can obtain by struggling. If you are optimistic about a certain product and apply for it all at once after reaching all activity thresholds, you can increase your chances of winning. Moreover, products with high popularity and value must have earned a lot of money in the coin issuance process. If you meow too much, it’s a waste; if you meow too little, you can’t take pictures.

Through mental accounting, you estimate the cat value in your mind to match your ideal reward, achieving the best match value and the highest chance of winning.

3. Relationship with product operations:

Disassemble the activity as a product and look at the specific initiation and implementation of the activity from the five elements of product experience (strategic layer + scope layer + structure layer + framework layer + presentation layer) .

Strategic level: develop user habits, increase consumption, and other product data (daily active users, monthly active users, number of transactions, number of bound users, etc.).

Scope layer: involves user classification, consumers, merchants, offline merchants, online merchants, points module, repayment, installment, shopping mall, etc.

Structural layer: team PK function structure, meow acquisition (consumption collection meow + team collection meow + palm collection meow) structure, meow consumption structure (auction gift matching, the number of meows matches the corresponding prize value).

Framework layer: look directly at the product modules and disassemble the mobile version of JiMiao, which involves nine modules (as shown in the picture). Each module lasts from Monday to Wednesday and is the main function of the product. Only after experiencing this function can you get Meow. In terms of guiding user behavior, we have achieved the ultimate.

4. Relationship with content operations:

The whole process is more related to activities + users + products, but the visual presentation is supported by content (copywriting);

Among them, the third module on the homepage, "Interesting Youth 2020 Magical Events", is a direct reflection of the content. It brings out the 10 Yuan Storm activity through characters + scenarios + flat comics. Although the entrance is relatively deep, there is still a sense of immersion.

Checkpoint setting: The goal is to win for 9 consecutive days. If you lose one day, you will be surpassed.

Addictive mechanism: Only if you are the captain and win for 9 consecutive days can you get the JD E-card;

Horse racing mechanism: allows all the big team leaders to fight each other to the point of bloodshed.

In addition, based on participants in previous years, the four necessary conditions for the sprint grand prize have been summarized, none of which can be missing, and there is also a component of skill + luck. Pay attention! ! !

1. Swipe the card to spend up to 60,000 yuan.

2. Complete all daily tasks.

3. Be the captain of the team and win all the games.

4. The hand speed is faster than other software.

It's possible!

3. User addiction model:

Action: The immediate response people take when they anticipate a reward.

Achieving a small goal gives you the gaming experience of getting a cat, and the satisfaction of winning the prize you want in an auction.

Variable rewards: meet users' needs and stimulate their desire to use.

Prey rewards, for example, if you want to challenge the grand prize, you can spontaneously become a team leader to initiate PK. Buddhist users can directly redeem non-competitive prizes, etc. Different users have different needs and the rewards given are different. Social rewards, pull the team leader 6 cats and 3 team members.

Investment: Cultivate loyal users through users’ investment in the product.

This is the easiest to understand. If users spend more than 300 yuan a day and unlock tasks to gain points every day, they are investing in money cost + time cost. If they invest too much, there will be a silent cost. If they want to keep participating, it will eventually form an addictive effect.

Final Words