How JD.com Created an Event Marketing with a Value of Over 10 Million Yuan on Double 11

The biggest marketing hotspot in November is Double 11, which can be said to be a marketing event involving the whole nation and the entire industry. In the endless stream of fancy marketing, it is extremely difficult to stand out. However, JD.com recently launched a wave of screen-dominating marketing on Double 11, which was explosive and novel. Industry insiders commented that the value exceeded 10 million.

With the Double 11 decisive battle approaching, major e-commerce giants have tried their best to extend the promotional campaign to advertising, communication, activities, and even offline physical terminals, intending to reap the maximum benefits in this smokeless battle for traffic .

Undoubtedly, the biggest marketing hotspot in November is Double 11, which can be said to be a marketing event involving the whole nation and the entire industry. In the endless stream of fancy marketing, it is extremely difficult to stand out.

However, JD.com recently launched a wave of screen-dominating marketing on Double 11, which was explosive and novel. Industry insiders commented that the value exceeded 10 million.

Come with me to Chengdu ~

Shocking: Giant floor stickers appeared on Chunxi Road

On November 2, Chengdu’s landmarks, Hongxing Road Square and Chunxi Road Pedestrian Street, were covered in red. The giant floor stickers covering an area of ​​more than 8,000 square meters were unveiled, attracting the attention of the entire city. It was like a blockbuster bomb dropped into the fashion capital of Chengdu, instantly sweeping the WeChat Moments of Chengdu people, becoming a hot topic among people that day, and also triggering various KOLs , big names, and Internet celebrities to check in and spread the news.

It is understood that JD.com is the operator behind this giant "red carpet".

Boiling: JD.com's postings become a hot topic

JD.com's giant floor sticker shocked the public in the Chunxi Road business district, instantly igniting the G-spot of public attention. WeChat Moments , Weibo, Douyin and other major social platforms were flooded with messages about this pedestrian street that became "red" overnight, and it instantly entered the living and social circles of Chengdu people like a storm.

On that day, the circle of friends of Chengdu people was like this~

On that day, many major Weibo accounts, especially those in Sichuan, were almost "monopolized", including @最IN成都, @成都生活播报, @Gomall购物成都, @成都热门大事件, @成都热门搜录, @巴適成都, and nearly twenty other mainstream Weibo accounts all called for the "red carpet" of Chunxi Road.

In addition, there are a lot of tap water dissemination, Douyin Internet celebrities spontaneous check-in, and even local dance troupes live hot dance~

Decryption: Integrate six elements to create a screen-sweeping event

Is JD.com’s overnight success on Double 11 simply due to its “huge” visual impact?

Not only that, in order to create this wave of hot spots, JD.com integrated six major elements and carried out a "carpet-style" marketing, bringing the vision, scene and experience to the extreme, thereby creating this hot spot that swept the screen. Next, let me explain these six screen-sweeping elements, which may be inspiring for you who are struggling to find hot spots in marketing.

Screen-sweeping element 1: Landmarks

Chunxi Road is an undoubted landmark of Chengdu, and is known as the No. 1 commercial street in the Midwest, the No. 1 business hotspot in the Midwest, and the Golden Street of Chengdu. "The crowds are bustling, like climbing a spring platform." There are millions of people visiting here every day. There are so many people that 4G becomes 2G. It can be said to be the "Mount Everest" in the communication highland.

In terms of marketing value, any stone thrown from the top of the mountain will not produce ripples, but waves. It can be said that by choosing local city landmarks as the setting for marketing activities , one indirectly has a high starting point for generating influence. This is also the charm of the current full schedules of marketing activities in the core business districts of first- and second-tier cities.

Screen-sweeping element 2: Big, big, big

What does 8,000 square meters mean? Equivalent to 20 standard basketball courts.

Similarly, at a landmark, if you do an event of 200 square meters, no one may be interested, but if it is a giant ground sticker of more than 8,000 square meters, it will be impossible for pedestrians to avoid it. High compulsory attention and zero distraction are essential to attracting attention. In fact, whether on Weibo or WeChat , it is not uncommon for netizens to use words such as "booked", "domineering" and "big deal" to describe JD.com, which shows the high value contribution of huge visual impact to "screen-sweeping".

Screen-sweeping element three: pop-up stores

Pop-up stores are the benchmark for marketing this year. Many brands have opened their own pop-up stores in major cities, hoping to promote their brands through the integrated experience of "online to offline".

In this wave of event marketing , JD.com took the lead with the JOY SPACE borderless retail pop-up store, and set up Chunxi Road two days in advance. It not only added a touch of color to the daily life of Chengdu people, brought a new definition to "fun" by using scene-based experience, but also made every effort to prepare for the launch of the giant floor stickers and lay a good foundation for the attention.

In the current pop-up store marketing campaign, the "giant floor sticker + pop-up store" marketing model is an isolated case. JD.com's use of giant floor stickers as a detonation point may provide valuable reference for marketers on how to quickly break through and create influence in a short period of time.

Screen-sweeping element 4: IP party

In recent years, the productivity of cute brand IP images has been continuously explored, but individual brand IP platforms often suffer from the dilemma of insufficient voice. In addition to its own JOY fashion show, JD.com also teamed up with 8 well-known brand IPs in Southwest China to form the #JOY FRIENDS# alliance to act cute together on the giant floor stickers, including Niu Niu from Tuniu, Zhizhi from BOSS Zhipin, Huawei Doll from Huawei, Diandian from Ziyoudian, Zhenai Zhenbao, Huanhuan from Chengdu Happy Valley, Xiaolongkan's Little Dragon Man, and YOYO from Panda Post Office.

In addition, the brand to which the IP belongs also used its own official Weibo account to spread the message, creating a "1+8>9" effect.

Screen-sweeping factor 5: KOL

Landmarks, pop-up stores, red carpets, and IP, the four elements have become hot factors that are sufficient to support the spread of events. This is not enough. JD.com also invited local new generation food and fashion KOLs (miniko, Miss Aoli, Nian Sang, Clown, Teacher Chai, Zeng Yang, etc.) to the event to interact closely with fans and play with major brands. They attracted a large number of young fans and made the Chunxi Road "red carpet" a "check-in landmark" for trendsetters.

Screen-sweeping element six: Unbounded Alliance

In this hot marketing campaign , JD.com also joined forces with 12 cross-industry brands including Pacific Cinemas, Maoyan Cinema , Pier Stories, Chengdu Happy Valley, Huawei, Mobike , Uncle Kai's Storytelling, Panda Post Office, Xiaolongkan, Zhenai, Freepoint, Pizza Hut, etc. to form a borderless alliance for event communication, and created an exclusive "Koi Gift Pack" worth tens of thousands of yuan, creating a new interactive form of "catching koi with a claw machine", replacing the "forwarded" koi that flooded the screens of major social platforms, giving the crowds on Chunxi Road more reasons to stop and experience new consumption "funs".

In just a few days, JD.com brought together the above six screen-sweeping elements and released them intensively, breaking geographical boundaries, corporate boundaries and marketing boundaries. With its super strong integration and creativity, it became a real hit and won applause from consumers, brands and even the industry.

Does this provide any inspiration for you who are still struggling to find hot spots and trying to take advantage of the situation?

Source: Horace