Vipshop’s 618 marketing promotion skills, get new marketing techniques!

In recent years, as competition between traditional marketing methods and existing sales channels has become increasingly fierce, platforms and brands have begun to explore new models. Live streaming and selling products through cooperating with anchors/internet celebrities/KOLs has become a new option. Vipshop, a leader in the e-commerce industry and a benchmark for brand-effect marketing, teamed up with Tencent Advertising and WeSing to launch the "616 Brand Sale National PK Competition" during the 616 promotion, attracting 80 KOLs with their own strengths to participate. By carefully selecting different categories and brands, it picked out 192 products that met the main shopping needs of users and efficiently promoted them through live broadcasts.

During the event, 80 KOLs captured users’ minds through high-frequency and high-intensity live broadcasts for three consecutive days, creating 213 million exposures, with a total of 16.278 million viewers, maximizing the brand’s value impact on fans. Moreover, the ranking gameplay and the form of receiving Vipshop benefits introduced in the live broadcast successfully stimulated fans' enthusiasm to actively vote for KOL shopping, formed effective interaction and positive comments from fans, and ultimately created 1.14 million successful sales for Vipshop. Through this event, Vipshop’s concept of “brand sale” has been further deepened in the minds of users.

To sum up Vipshop's marketing campaign, the key to its success can be summarized into three points:

First: Using the live broadcast platform of Kugou and the insight of Tencent Advertising, Vipshop provided sales scenarios and marketing effect guarantees for the 616 Mid-Year Sale.

Second: Live broadcasts with high frequency and intensity for three consecutive days to capture the minds of users and build the “shortest” marketing chain from reaching, planting, to pulling out.

Third: Drawing on the fan economy, the live broadcast incorporates the ranking game, which stimulates the enthusiasm of KOLs to sell goods and fans to participate, and achieves the optimal matching of people, goods and places through the refined operation of the KOL matrix.

1. Tencent Guangdiantong advertising insight capabilities + Kuaishou live broadcast support connects Vipshop to form a marketing closed loop

As we all know, Vipshop is the world's largest e-commerce platform for discount sales, and "good products at low prices" has always been one of its core selling points. In the context of consumption upgrading, more and more consumers are beginning to pay attention to the "quality-price ratio" of goods, and Vipshop's target customer base has therefore continued to expand and sink.

In order to attract traffic to the 616 Mid-Year Sale, Vipshop focused its attention on Kugou and Tencent advertising. We hope to use the live streaming platform to build sales scenarios and ensure marketing effectiveness through precise reach.

WeSing now has 500 million registered users and 50 million daily active users. People born in the 1980s and 1990s are its main user groups, and it is gradually showing a trend of channel sinking, which is consistent with Vipshop's target customer group, and reality has also proved this point. Data from this event shows that 70% of Kugou's successful users are new users of Vipshop, and 57% are from customers in 3rd-6th tier cities. At the same time, Kugou has a powerful KOL matrix that can create rich shopping scenarios, making it an ideal platform to connect consumers with Vipshop.

Tencent Advertising has rich product resources, massive traffic scenarios and strong technical capabilities, and can provide advertisers with comprehensive and accurate crowd insights. In this cooperation, Tencent Advertising helped Vipshop and WeSing to complete the insight and matching of target audiences. At the same time, we assist in the screening of participating KOLs and effectively reach the target user groups in more dimensions.

2. Wide coverage, strong reach, deep positioning, and building the "shortest" marketing chain

In order to create a better shopping experience and increase conversion rate, Vipshop leveraged Tencent Advertising's product resources and Kugou's KOL matrix to build the "shortest" marketing chain from reach, seeding to pulling out.

First, with the help of the product capabilities of Tencent Advertising and Kugou, we efficiently attracted traffic for three consecutive days and reached more than 8.4 million target audiences.

Secondly, 80 KOLs sold goods through live streaming, taking advantage of the strong immersion and high interactivity of live streaming to effectively stimulate consumers’ purchasing desire. After the PK competition, Vipshop also selected the most popular brand among Kugou users through an event.

Finally, Tencent Advertising and WeSing provided customized services to Vipshop, inserting product purchase links in the live broadcast room. Consumers can click to enter Vipshop’s purchase page and make purchases on the spot.

3. Fine operation + fan economy, turning KOL's appeal into sales power

Different from the common “live streaming with goods” routine, this time Vipshop, Tencent Advertising and WeSing were bold in innovation and meticulous in operation. Relying on the fan economy and utilizing the clever combination of live streaming and ranking, the KOL’s appeal to fans has been successfully transformed into the ability to bring goods.

The event first attracted a large number of KOLs through incentive policies such as large rewards and honors for bringing goods; and before the PK, the organizers first divided the KOLs into different types based on their basic attributes, traffic popularity, topics of concern, and preference analysis of their fan groups, and then matched them with different product categories and recommended products according to the types. At the same time, we also provide KOLs with live broadcast script examples and teach them how to plant grass to achieve the optimal match between people, goods and places. After the competition officially starts, each KOL will have an exclusive Vipshop sales page. The KOL ranking is sorted by combining the rewards on the Kugou website and the sales data on Vipshop. The ranking list is updated directly on the event page. Fans can vote for the KOLs they support through shopping and other means, and can also receive Vipshop benefits. This design has greatly aroused the interest of fans, enhanced the activity and stickiness of fans of K song platform experts, and improved the influence of experts.

In addition, the high prize money and competitive atmosphere fully ignited the enthusiasm of the experts to participate. When influencers' subjective willingness to support brands increases, their appeal to fans will also increase significantly, which greatly improves marketing efficiency and converts the KOL's appeal to fans into real shopping rankings and sales power.

This joint marketing campaign of Vipshop, Tencent Advertising and Kugou was triggered by top KOLs, and the influence and coverage of the event were continuously improved through continuous preheating. The mid-level anchors followed the popularity and attracted the target audience through short video interactions, igniting enthusiasm for participation and achieving a leap from PGC to UGC.

Using live streaming as a bridge, the brand’s value impact was achieved based on effective exposure and strong traffic diversion, and by creating more immersive scenes and more heartfelt interactions, it helped consumers have a more pleasant purchasing experience. With the help of the fan economy, bold innovations were made in the live streaming gameplay, transforming the KOL’s fan appeal into the ability to bring goods... Vipshop’s cooperation with Tencent Advertising and Kugou has completed a wonderful leap in digital marketing, ultimately triggering a value resonance among user groups, and the fragmented promotion and brand are moving towards integration, ultimately achieving brand-effect synergy, and providing e-commerce advertisers with an excellent marketing reference.