Retweets exceeded one million in 6 hours, how does Alipay conduct social marketing?

During this National Day, Alipay did something big. Alipay posted a Weibo message wishing you to become China's koi. In six hours, it was forwarded over a million times, and the weekly interactions exceeded 4 million. Alipay redefined social marketing .

This National Day, Alipay did something very naughty.

I posted a Weibo saying "I wish you to become China's koi fish" and accidentally broke two new records. In less than six hours, the number of reposts exceeded one million, and the cumulative number of reposts exceeded three million in a week, becoming the fastest corporate marketing case in history to achieve one million reposts and the new corporate communication case with the highest total number of reposts to date.

What is this "Chinese Koi"?

It is actually a lucky one. On October 7, one lucky person who is favored by the whole world will be drawn from the reposted Weibo. Anyone would be flattered to see the partial list of this gift package.

This kind of marketing is not uncommon. Not long ago, Tmall did the "Chosen One" campaign during the 618 shopping festival. However, although the marketing methods are the same, the purposes they carry are different.

This time, "Chinese Koi" has a bigger voice and a more stable brand strategy.

In terms of volume, the combination of the two hot topics, National Day and Koi, brings in huge traffic . On the other hand, Alipay’s global ecosystem partners provide interactive support and a variety of interesting prizes. Not only did it attract a lot of attention and reposts, it also sparked a topic where people were joking about whether or not to quit their jobs to travel around the world.

In terms of strategy, on the one hand, the National Day period is the peak period for consumer payments, and free-of-charge activities at this time can double the effect. On the other hand, careful friends may have discovered that most of the gift packages this time are related to outbound travel.

On the surface, gift packages are distributed to celebrate National Day for free. In fact, it is to further promote the development of Alipay's global ecosystem.

This National Day, every outbound tourist is a promoter of Alipay. Moreover, when the words "Alipay" are written in large letters all over the world, it can give tourists in foreign places an intuitive sense of familiarity.

From this perspective, Alipay's "Chinese Koi" may seem like a temporary fad, but it is actually quite stable. From this, we can get some glimpse into some of the thinking directions for brand marketing .

Koi becomes a social currency

Gradually, Koi became a new type of social currency, not much different from zodiac signs. On this basis, more content can be extended.

"If you don't work hard when you are young, you will be a lucky fish when you are old"

"Don't choose to forward koi when you are the age when you should be working hard, and then blame Mercury retrograde when you are old."

More and more brands are using social currencies to disseminate content. Help readers complete the social process, thereby stimulating them to actively share and interact.

This is exactly the case with Alipay’s “Chinese Koi”. Therefore, in a short period of time, the number of Weibo reposts reached more than 3 million times, and the total weekly interactions exceeded 4 million times. This is an extremely rare success case in the history of Weibo marketing.

Most people don’t want to be the koi, but rather want to be a participant in the hot topic. This activity information can become a topic of conversation for you, and it can also avoid the embarrassment of being left out.

Taking advantage of a situation is dead, but creating momentum is on the rise?

This marketing method of leveraging momentum has begun to decline in terms of both attention and novelty. The exposure that holiday hotspots can bring is becoming increasingly limited. Taking advantage of the situation has become an aid and supplement rather than a mainstream.

Since the original momentum is no longer effective, more and more brands are creating their own momentum. Build your own stage and quickly attract readers' attention with novel presentation methods. For example: Taobao ’s Maker Festival has become a holy place for young people.

For example: This time, Alipay set up a big stage and gave its partners ample exposure opportunities. It is worth mentioning that what determines the communication and interaction effect is not how luxurious the prizes are.

Even the Canadian Tourism Bureau, which gave nothing but just a verbal "sincere blessing", received the most likes and attracted countless fans.

This also proves that creation has an activating factor that can evoke a vibrant social circle.

The old and the new of Weibo

With the explosive growth of platforms like TikTok , Weibo seems to have become a thing of the past for marketing?

In my opinion, the brand’s Weibo marketing methodology is already outdated, but at the same time this is also what’s new about Weibo. By breaking the original routine, you can open up new marketing paths.

For example: the previous article " Durex flirted with 13 brands at once" completely unlocked the marketing method of brands flirting with each other. Another example: Haier’s official Weibo account made a call, and domestic Blue Vs all criticized “Mr. Wang”.

This time, Alipay joined hands with thousands of global brands to audition for the "Chinese Koi" event, making Weibo the center of brand marketing around the world while also allowing Alipay to secure its position as a global brand leader.

This may be the first time that a Chinese social media platform has become a venue for a world-class brand carnival. It also means that in the field of social marketing in the era of the Internet of Things, Chinese brands have the ability to become leaders of world brands, and Chinese social media platforms have the ability to become a marketing stage for world brands.

The low-cost and creative fission-type communication chain leveraged through social marketing is still playing a role. As a naturally open social media platform, Weibo is still a good brand marketing platform.

And I believe more and more that three corporate Blue Vs are better than one star. We can also see that there will be more and more celebrity blue Vs in the future.

Finally, from this wave of operations by Alipay, we can feel the new trend of brand communication. Corporate communication will transform closed monologues into open stage plays, and brand marketing will enter a new era of ecological communication.

Source: Shock Copy