How to plan an awesome online event!

How to plan a marketing campaign that is economical, exciting, and both wins word-of-mouth and increases followers?

The case we are going to introduce today starts with a voting activity. Case: Fuwa imported maternal and infant public account "2017 Fuwa Cute Baby" collection activity

First, determine the goal and find the right direction

Event background: At the end of 2016 and the beginning of 2017, a new offline store of Fuwa imported maternal and infant store opened. In order to give back to new and old customers, combined with the characteristics of maternal and infant products, this Fuwa cute baby collection event was specially planned to promote products and brands, and further motivate active business.

Second, analyze the audience and determine their G-spots

Considering the characteristics of the maternal and infant product consumer group, which is mainly composed of women who care about their babies and whether baby products are safe and healthy, this activity is centered on the baby, seizing the parents' concern for their children and their pride in their children. The activity was quickly rolled out in the circle of friends and WeChat groups.

Third, overall conception, determine the activity theme and preliminary activity framework (activity planning proposal)

Activity theme: "2017 Fuwa Cute Baby" Collection and Selection Competition

Event time: December 26, 2016 – January 6, 2017, a total of 11 days.

Rules:

The contestants are babies under 6 years old nationwide. After following the WeChat official account, participants can click on the menu bar or reply "Vote" to enter the link to vote for their favorite baby contestant.

Fourth, organize the activity process and sort out the logic

The technical support for the entire online activity comes from the official account operation platform. The simple and clear page display allows users to know the functions of each part when they enter the link and quickly participate in the activity.

Activity page display

On the other hand, the operating platform used can strictly detect whether contestants are engaging in vote-rigging behavior. Once detected, the system will display that the platform has been attacked and voting operations will be unable to be performed, effectively ensuring the authenticity of the event.

The event lasted for 11 days in total, attracting more than 11,000 new fans and covering a population of 230,000. This event has effectively promoted the Fuwa imported maternal and infant brand and products in the local area with its low-cost and high-efficiency operation, greatly improving product exposure and brand awareness!

Fan growth during the event

Number of new followers per day during the event

The total expenditure for this event was approximately 3,000 yuan (including platform usage fees and prize fees), which is equivalent to about 0.2 yuan per fan. If we use ground-based marketing activities, especially in the maternal and infant market, the cost of increasing the attention of a real regional maternal and infant group is about 2 yuan according to the market price. Therefore, the cost of using this activity to attract fans is nearly 10 times lower than the market price.

Author: Liu Weiya

Source: Liu Weiya

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3. Event operation from entry to advanced: program design

4. A complete method for event operation!

5. The most comprehensive guide to event operations from entry level to advanced level!