Activity analysis: 10 yuan storm activity analysis and tips sharing

China Merchants Bank’s Palm Storm was first launched in 2010 and this year is its 11th year. In order to achieve the KPI and sprint for key indicators by the end of the year, China Merchants Bank has made "Palm Storm" a phenomenal marketing campaign.

You should know that the "Double 11 event", a trendsetting e-commerce event, only started in 2009. I have participated in the Palm Storm event for 6 consecutive years, and I experienced it again this year. The event design, model, and operational relationship are broken down for sharing, including the following four aspects.

1. Why do we have the “Palm Storm” activity?
2. What is the relationship between “Palm Storm” and the operation of various positions?
3. What’s so clever about the “Pocket Storm” activity design?
4. What inspiration does “Palm Storm” provide for operations?

1. Why do we need to carry out the “Palm Storm” activity?

As an operator, golden circle thinking is essential.

Every December 1st, the "Palm Storm" event is in full swing, and many people are concerned about how to participate? How to maximize benefits? From the perspective of event operation , we have to think about Why and why we should launch this event? I think there are three motivations for launching it.

1. To boost transaction volume: the cash flow of the account is flowing, which I believe is also the North Star indicator for banking products;
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.

2. What is the relationship between “Palm Storm” and the operation of various positions?

1. Relationship with event management

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

• Episode 12.1 Meow Begins: The 40-day event kicks off;
• 12.3~12.5 Red Envelope Rain Lucky Draw: Free points = repayment money, which is a good way to distinguish between white and black users, and indirectly stimulate user stratification behavior;
• Ends on January 10th: For 6 consecutive weeks, redeem gifts starting every Monday, ending on January 11th.

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

Among them, the most popular one is the 5,000 yuan JD E-card, which is real cash.

Many of the other 16 brands are long-term stable cooperative suppliers of China Merchants. For example, Samsonite suitcases, Thermos cups, Corning cookware, Luolai home textiles, Honeywell air purifiers, etc.

The platform’s demand is to obtain promotional products at the lowest cost to ensure maximum ROI; the merchant’s demand is to establish cooperation with large platforms without losing money (purchase price), so that they can increase sales while strengthening their brand 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).

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.

Incentive mechanism for captains in disguise: product design encourages captains. The winning captain can get 6 cats and the team members can get 3. 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 do a good job of positioning himself during the bidding 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 go all in at once after reaching all the 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 level: develop user habits, increase consumption, and other product data (daily activity, monthly activity, 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, meow quantity matches 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.

Presentation layer: Disassembly module + unlocking visual presentation, punch-in calendar presentation, all allow users to see at a glance.

4. Relationship with content operations

Throughout the entire process, it is more closely 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.

3. What is the clever design of the “Palm Storm” activity?

• User-level operation: For the three cats, each fights for himself and uses the PK mechanism to drive the number of participating users;
• Active participation: Team members must form teams every day, and team leaders must recruit members every day;
• 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, we have summarized the four necessary conditions for the sprint grand prize, none of which can be missing, and it also involves technical + luck elements, so pay attention! ! !

1. Swipe the card to fill up 60,000;
2. Complete all daily tasks;
3. Become the captain of all teams and win all the games;
4. The hand speed is faster than other software.

It's possible!

4. What inspiration does “Palm Storm” provide for operations ?

1. User behavior guidance: Through the issuance of virtual currency "meow" coins, guide users to experience various product functions and achieve goals;
2. User psychology analysis: the psychology of taking advantage of activities, the vanity of direct access to cats, the rabble mentality of PK team selection, the greedy psychology of snapping up E, and the psychological account of bidding for cats;
3. User addiction model:

1. Trigger: Remind people to take the next step

The activity introduction on the APP homepage is automatically triggered, the team leader is triggered to bring in new members, the "Applause Life" APP activity push is triggered, various wool tip communities are triggered, and various bank activity community content is triggered.

2. Action: People’s immediate response 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.

3. Variable rewards: meet user needs and stimulate user desire

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.

4. Investment: Cultivate loyal users through user 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.

5. Final words

The reason why this phenomenal event has been able to exist for so long must be because of its unique features. To put it bluntly, the entire activity is designed as a game and a monster-killing experience. Once you participate, you will become addicted step by step.

While participating, I also felt that some thinking models were activated. Loss aversion model: For example, after a user has participated for a week and invested time, he is unwilling to give up his previous behavior. The cost of silence is at work.

Mental Account Model: In the cat-catching phase, the number of cats caught VS the expected prize value. Doing mental account analysis can improve the discipline of winning prizes. Once user habits are formed, the subsequent value of products and activities will be huge.

For example, topical discussions are invisibly the long-tail marketing of products. Instead of launching them into the market, it is better to actually subsidize the funds to valuable users. Moreover, with the topic of discussion year after year, "Palm Storm" has become a product label.

Let users remember you, talk about you, and spread you, no matter it is mobile life, mobile storm, or even the word "meow", or the brands mentioned above such as Samsonite, Thermos, Corning, etc.

It can only be described in one word: wonderful!

What do you want to say about the 10 Yuan Storm? Welcome to discuss and share operational views together.

Author:zhrayan

Source: zhrayan