Uncover the secret of Perfect Diary’s private domain conversion!

In the early days, Perfect Diary achieved phenomenal sales growth by placing a large number of mid-level KOLs on Xiaohongshu and operating private domain traffic on WeChat, becoming a star startup in the consumer goods industry.

Through private domain traffic operations, their sales last year reached 3.8 billion yuan. Perfect Diary’s private domain operations have become a benchmark for the entire industry.

What I’m going to share with you today is Perfect Diary’s secret to converting private domain traffic as revealed by Miss Yuki.

01 Case Information

Case name: Perfect Diary private domain traffic operation

Industry: Beauty e-commerce

Goal: To attract users to personal accounts and communities, retain users through a series of benefits, and further promote user conversion in WeChat Moments and communities, so that old users can repurchase.

Tags: private domain traffic, brand IP enhancement

02 Drainage Path

1. Online traffic flow path

Perfect Diary’s first social conversion path is the official account. Users go from the menu bar at the bottom of the Perfect Diary official account to click on the “Limited Time Eye Shadow Draw” activity, then scan the code to add the “Xiao Wanzi” WeChat account, and finally guide users to join the welfare group to participate in the eye shadow activity through benefits.

2. Offline traffic flow path

When users make purchases in offline stores, the shopping guide will guide them to participate in the "Free Beauty Egg" activity, asking them to add "Xiao Wanzi" on WeChat, and then invite them to join the WeChat group to successfully receive the egg.

03Drainage channels

1. Official Account Channel

By retaining private traffic accumulated through official accounts and using the activities of the [Beauty Fan Center] to attract conversions and promote repeat purchases, the Perfect Diary brand is a typical case for the beauty e-commerce industry to learn from.

【Invite to get gifts | Get coupons without any threshold】

How to play: Old users invite new users, and the new users can get exclusive coupons and gifts for new users. In addition, when new users make purchases in the mall, old users can get rewarded beauty fan points, which can be used to redeem coupons.

Highlights: Guiding users to share by bringing in new users through old users.

[Limited time | Get beauty benefits quickly]

How to play: Successfully summon new friends to identify old users' posters to increase your luck value, which can be exchanged for products in the mini program mall.

Highlights: By leveraging the friendship effect, you can quickly attract new users, activate old users, increase the repurchase rate of old users, and enhance the brand's trust in the hearts of old users.

【Benefits | Limited time eyeshadow draw】

How to play: Scan the QR code to add the "Xiao Wanzi" WeChat account, and finally guide users to join the welfare group to participate in the eye shadow activities through benefits.

Highlights: "Limited time" to capture the psychology of target users and prompt them to take immediate action

2. Offline store channels

Offline stores attract customers by giving away beauty eggs, directing them to Xiao Wanzi’s WeChat, which becomes the brand’s private traffic and then invites them to join the welfare group.

Every time an activity is posted to the group, it is more conducive to the conversion and repurchase of users in the community, and improves the conversion and repurchase rate of products.

3. Other external channels

1) Weibo platform

Recently, Perfect Diary has successively invited Zhou Xun and Zou Ye as brand spokespersons and brand ambassadors. The topic has quickly become a hot topic on Weibo, attracting many users, especially fans of Zhou Xun and Zou Ye, to follow Perfect Diary and stimulating users to buy the same lipsticks and eye shadows as the stars.

First-line powerful stars endorse the brand, giving users the visual effect of an international brand. This wave of marketing can be said to be very successful, further expanding Perfect Diary's brand awareness, promoting new product conversions and increasing Double 11 sales.

2) Elevator and subway advertising

Advertisements for Zhou Xun becoming Perfect Diary's global spokesperson can be seen in elevators and subway entrances in residential communities, with the company increasing investment in marketing and expanding brand awareness.

04 Highlights of the conversion path

1. Welfare activities in the community

1. After new users join the welfare group, Xiao Wanzi launches an activity for new users to receive eye shadow. New users who have not placed an order on the Perfect Diary mini program are eligible to receive free eye shadow, and can receive free eye shadow by ordering any product within 7 days.

2. The group has arranged for active online groups. After the advertisement is pushed, online groups will bring up topics related to the pushed products, guide users to join the discussion, and share pictures and recommendations, thereby accelerating product conversion and improving conversion rates and user repurchase rates.

3. Taking advantage of the holiday season, the company launched a welfare activity where customers could get a makeup bag for free when buying eye shadow, in order to attract young women. The “limited time, limited quantity” policy increased users’ sense of urgency, as if they didn’t hurry up to buy the gift, it would be sold out.

4. While pushing products, Xiao Wanzi will also post some popular science information about skin care and makeup, and then further introduce advertisements for the pushed products, guiding users to join in topic discussions. Users can get new knowledge, which can give users a good experience and also facilitate the sales of products.

2. Moments Operation

1. The content of Xiao Wanzi's personal WeChat Moments is mainly about product experience and recommendations, as well as sharing of her personal life and work. Her daily sharing will be accompanied by real beautiful photos, creating a personality that loves beauty and makeup, which is consistent with the brand tone of Perfect Diary;

2. In addition to the official poster, the pictures in Moments will be labeled "Xiao Wanzi" to strengthen users' impression of the "Xiao Wanzi" IP;

3. In Xiao Wanzi’s daily work and circle of friends, she recommends Perfect Diary’s new lipsticks through real beautiful photos combined with copywriting, stimulating target users and potential users to place orders and increase the conversion rate of new products.

05Points to be optimized & solutions

Points to be optimized:

1. There are too many group announcements in the welfare group about pushing various product activities, which increases the frequency of disturbance to users and easily causes users to be disgusted.

2. Xiao Wanzi in the welfare group pushes various merchandise activities every day, but the activities in the welfare group are too monotonous.

Solution:

1. Reduce the number of group announcements to push product activities to reduce disturbance to users. It is recommended not to make group announcements for the same advertisement multiple times.

2. It is recommended that Xiao Wanzi can regularly organize some afternoon tea discussions and other activities on beauty topics every week to increase the activity within the group; enhance users' trust in Xiao Wanzi and improve product conversion rates.

06 Points to think about

Extending our thinking from the perspective of promotion channels, how does Perfect Diary’s popular products carry out multi-channel external promotion? It carries out large-scale advertising through platforms such as Weibo, Xiaohongshu, Douyin, and Kuaishou, and uses the resources of celebrities such as KOL and KOC for promotion. Traffic is actually money.

We can also think about how Perfect Diary builds brand awareness and trust?

It actually makes very good use of the co-branded + limited sales method to enhance the target users' awareness of its brand, gain insight into the psychology of young women, and attract young women to scramble for it. It can be said that it is very good at marketing.

So can similar competitors combine these highlights with reality and reuse them in their own brands?

To summarize the eight major details of Perfect Diary, they are: attracting traffic through channels such as official accounts, offline stores, Weibo, elevators, subways, and Weibo, and retaining and converting users through community benefits and WeChat Moments operations.

The above is the full content of this article. In fact, you can learn a lot by analyzing the cases of your peers from different angles like this. You can find reusable points in other people’s routines for your own industry community. This is actually the fastest growth path for community operations.

Author: Community Operation-Little Newton

Source: Community Operation-Little Newton