Double 11H5 marketing promotion case analysis!

How to stand out on Double 11? Look down

1. Is your dream being held back?

H5 Producer : Philips

H5 creative positioning :

Philips promotes its Dream Plan by guiding users to answer shopping-related quizzes

H5 user path :

Enter H5 - Start the test - Answer questions - Generate posters - Share fission

H5 planning logic :

1.Laoding page: with yellow as the main background, showing the brand logo and loading entry

2. Content: After entering the theme page, the slogan of the event is displayed: "Have your dreams been held back?" Users click to start the test and enter the test. There are four multiple-choice questions, each with four options. All test questions are related to shopping consumption.

3. Poster page: Finally, the corresponding keywords can be matched according to the user's test, and brand products can be promoted under the keywords. Long press to save the image, click "Save Page" to enter the event details page, click "Don't hold back", guide users to share with friends, generate fission propagation

H5 design and experience :

"Start the test" is displayed dynamically to visually attract users to click. It is mainly in comic style, with black and white hand-painted style, cartoon fonts and yellow background pictures, and is accompanied by very simple test questions.

Case Appreciation

2. The world is not worth it, change the character with one click

H5 Producer : Midea

H5 creative positioning :

Midea refrigerators held promotional activities during the National Day holiday to promote brand products. Users formed their own personality through test questions, using "fresh personality" to correspond to Midea's brand slogan "fresh life".

H5 user path :

Enter H5—Click on the page to interact—Answer the test—Generate a poster for the character—Enter the brand's official website

H5 planning logic :

1.Laoding page: blue starry sky as the background, yellow cartoon characters and progress bar move forward dynamically at the same time

2. Content part: Cartoon characters walk on the street, and the page is equipped with texts that are suitable for young people's lives. Rotate to enter the time tunnel, touch and enter and click - a fresh time machine. After selecting gender, the user takes a spaceship and continuously answers questions and tests.

3. Poster page: Match the persona according to the user test answers, generate exclusive posters, and click "Meet Fresh" to guide users to the brand shopping website

H5 design and experience :

The way the cartoon characters travel through time is very interactive. We also use the buzzword in recent years - personality, to create a unique personality for each user through test questions.

Case screenshots

3. Double Eleven Magic Carnival, where have the magical beasts gone?

H5 Producer : Suning

H5 creative positioning :

Search for magical animals together in the form of a fantasy world. As the video interacts, you will find that all the animals are participating in the "Suning Magic Carnival", guiding users to participate together.

H5 user path :

Enter H5—Watch the video—Find animals—Click to participate—Participate in the event/share fission

H5 planning logic :

1.Laoding page: with yellow as the main background, showing the brand logo and loading entry

2. Content: After entering the theme page, the slogan of the event is displayed: "Have your dreams been held back?" Users click to start the test and enter the test. There are four multiple-choice questions, each with four options. All test questions are related to shopping consumption.

3. Poster page: Finally, the corresponding keywords can be matched according to the user's test, and brand products can be promoted under the keywords. Long press to save the image, click "Save Page" to enter the event details page, click "Don't hold back", guide users to share with friends, generate fission propagation

H5 design and experience :

"Start the test" is displayed dynamically to visually attract users to click. It is mainly in comic style, with black and white hand-painted style, cartoon fonts and yellow background pictures, and is accompanied by very simple test questions.

Case screenshots

4. Double 11’s favorite artifact

Producer: Youku

Creative positioning:

The core creative idea is to be pampered on Double Eleven, and use the 49999 red envelopes to attract users to download Youku to watch videos.

User Path:

Enter H5 - Select your favorite character - Simulate a conversation - Generate an exclusive poster - Share

Planning logic:

1. Laoding page: simple white background, with percentage progress bar entering the H5 page

2. Content part: Show the characteristics of Double Eleven shopping in the form of receiving messages on WeChat. Select the character who will spoil you and enter the simulated WeChat page to talk to him.

3. Poster page: Use the simulated chat screenshot as the final poster page. Long press to save it and guide users to click “Share the Magic” to share it with friends.

Design and experience:

The simulated WeChat conversation page has everything from red envelopes, conversations, and emoticons, giving a strong sense of immersion in the scene. During the holidays, users will be more stimulated to share, and the 49,999 red envelopes on Youku Video will also encourage users to click and share.

Case screenshots

5. Good Things Star World Floating Island

H5 Producer : Suning

H5 creative positioning :

Search for magical animals together in the form of a fantasy world. As the video interacts, you will find that all the animals are participating in the "Suning Magic Carnival", guiding users to participate together.

H5 user path :

Enter H5—Watch the video—Find animals—Click to participate—Participate in the event/share fission

H5 planning logic :

1.Laoding page: with yellow as the main background, showing the brand logo and loading entry

2. Content: After entering the theme page, the slogan of the event is displayed: "Have your dreams been held back?" Users click to start the test and enter the test. There are four multiple-choice questions, each with four options. All test questions are related to shopping consumption.

3. Poster page: Finally, the corresponding keywords can be matched according to the user's test, and brand products can be promoted under the keywords. Long press to save the image, click "Save Page" to enter the event details page, click "Don't hold back", guide users to share with friends, generate fission propagation

H5 design and experience :

"Start the test" is displayed dynamically to visually attract users to click. It is mainly in comic style, with black and white hand-painted style, cartoon fonts and yellow background pictures, and is accompanied by very simple test questions.

Case screenshots

Author: Future Application Official Website

Source: Future Applications official website