Creative advertising materials for the Meiyu Women’s Platform!

As women’s education and employment levels improve, more and more women are eager to create personal value and focus on self-improvement, and the “she economy” is rising.

According to the "Her Economy Insight Report" released by Questmobile this year, in January 2019, the total size of the female mobile Internet population reached 531 million. Among them, those born in the 1980s and 1990s are 215 million and 166 million respectively, accounting for more than 71% of the total, ranking the top two in purchasing power. They have become the largest main consumer group among female mobile Internet users today.

The value of the female group is highlighted, and the vertical market potential of the female population is huge. Among this group of people, Mayu’s TGI index reached 150 and 291 respectively, ranking first in the entire network in total .

Mayu was founded in 2013. In the early stage, it successfully entered the female market with "female menstrual management tools" and had a deep insight into women's needs. In the later stage, it continued to enrich its product forms and created a business closed loop of "tools + community + e-commerce services + digital marketing". It is known as the "Today's Headlines" in the health management industry. Its content covers many topics such as menstrual management, emotions, entertainment, beauty, home, etc.

Mayu user tags

As of July 2019, the number of registered users of Mayu App has reached 110 million, with 6 million daily active users. The users are young and love beauty, are fashionable and trendy, love to try new things, pay attention to entertainment gossip, and focus on quality of life . As an advertising platform that focuses on the female market and has a high-potential consumer group, in which industries or products will Mayu Women's Channel be more effective? What are the characteristics of high-conversion materials in various key industries?

Based on the advertising intelligence of the Mayu Women's Channel traffic platform tracked by App Growing in August, we provide advertisers with reference and reference for Mayu Women's Channel from aspects such as an overview of advertising placement, analysis of creative points of popular advertisements in key industries, and the TOP10 ranking of application promotion.

Note: The Meiyu Women's Advertising Platform mainly includes the Meiyu App and You Baby. The populations of the two media are highly similar. The following data are all based on Meiyu media data as an example.

1. Overview of Mayu Media’s Popular Placements

1. User portrait of Mayu Media

According to iResearch data, the number of monthly independent devices of Mayu was around 35 million in the first half of 2019, and there is a lot of room for product growth. Almost all users are female , with male users accounting for only 1.31%. The ages are mainly distributed under 24 years old and between 25 and 30 years old. The user group under 30 years old accounts for 82.78%, and the young forces are gradually growing.

According to official data, 55% of Mayu users come from first- and second-tier cities, and are gradually penetrating into third- and fourth-tier cities. Women with high incomes, high spending, and high education are gradually becoming the main force.

2. Top 5 industries for Mayu Media advertising

App Growing advertising intelligence shows that among the top five industries in terms of advertising volume in August, skin care and beauty, maternal and child care, and medical health ranked in the top three, among which skin care and beauty accounted for the largest proportion, reaching 57.81%.

2. Introduction to Mayu Media Advertising Resources

The native advertisements of Mayu Media mainly include small pictures, large pictures, picture groups in information flow, and banners in her circle. Small pictures and large pictures often appear on the homepage and information details page. Picture groups and large pictures are the most common forms of information flow advertisements on the platform, and the advertising density is relatively moderate.

3. Inventory of creative advertising materials in popular industries of Mayu Media

Mayu Media’s advertising style is relatively diverse, with a medium sense of design. The advertising materials for beauty and medical beauty are generally pleasing to the eye, while the advertising materials for other industries have relatively weaker sense of design and mostly use real pictures of people. Advertising copy often uses question-and-answer, popular science, and cost-effectiveness guidance styles. The following will analyze advertising copy and advertising materials from the top 3 industries.

1. Creative analysis of the skin care and beauty industry

Advertisement type: weight loss, hair growth, postpartum recovery series, plastic surgery, breast enhancement, whitening, etc.

Copywriting promotion points and popular copywriting:

• Common sense tips

-Oh my god! No wonder my breasts are dry after weaning. I should have read this earlier.

-During menstruation, I used this product from the pharmacy and all the spots on my face disappeared

-Oh my god, you don’t dare to wash your hair or take a bath during your period? Use real ginger juice

• Highlighting new technologies

-Japanese facial osteopathy, my friend had her face smaller after the procedure

- New technology for postpartum stretch marks repair, new product experience, refund if invalid

• Digital comparison

- Seize the golden period of weight loss after childbirth, lose weight from 180 to 90 after confinement

-My weight soared to 160 after giving birth, and I lost weight back to 106 by doing this

Elements: real-life demonstration, product highlights, real-life effect comparison

2. Creative analysis of maternal and child industry

Advertisement types: lactation, early childhood education, custody, confinement nanny, newborn naming, maternal and child products, etc.

Copywriting promotion points and popular copywriting:

• Obvious effect

-New mothers should pay attention to this, this will provide enough milk and the baby will not cry.

- A mother without milk sticks to this method for 3 days and her milk is almost gone

-Insufficient milk after delivery? Master these 6 points and become a "high-yield dairy cow"

• Importance of early childhood education

-Try this picture book, it can help your baby develop intelligence early, my neighbor's mom said it's worth it

-When your baby is 2 years old and can only say reduplicated words, try this method to improve it!

• High cost performance, saving time and effort

-Should I hire a confinement nanny while I am at home confinement? Do the math and you'll know

-The confinement center chosen by all expectant mothers is like a queen!

element:

Naming category: scenario simulation, highlighting the embarrassment of having the same name

Baby-raising: Real scene shooting, mothers are comfortable and babies are happy

Lactation: Real scene animation

3. Creative analysis of the medical and health industry

Advertisement type: Treatment of body odor, hemorrhoids, stretch marks, pelvic and leg correction, dental correction, gynecological diseases, etc.

Copywriting promotion points and popular copywriting:

• Reasons and solutions

-If you have armpit odor, regardless of whether it is inherited or acquired, remember this method

-This is how body odor is produced. Once you know the cause, you can easily get rid of it.

-If I had known that hemorrhoids could be cured this way, it turns out that the bigger the “fart” is,

• Awkward scene preset

-Your legs are too ugly and you don’t dare to show them? Xiaoyan Bone Correction can help you correct your leg shape

-Fatigued by toothache and bad breath, here are some tips to help you solve it

-Vaginal relaxation affects the sexual life of couples. Here is a trick to tighten it!

element:

Hemorrhoids and bone setting: Use animation scenes to show the problem intuitively, with a lighthearted and cheerful style

Body odor: Show more beautiful models raising their hands, with a refreshing style

Stretch marks and dental correction: mostly use real people to show the effect

4. Creative points of Mayu media advertising

1. Advertising copy

① It should be in line with female tastes, close to the characteristics of the platform, and often use the "question + solution" routine to attract female users to click to learn more details.

② Preset scenarios targeting women’s pain points , such as teeth affecting appearance, not daring to show legs due to imperfect leg shape, etc., to enhance the sense of immersion and be closer to life.

③ Use more numbers for comparison to grasp women’s focus on results and cost-effectiveness.

2. Advertising

① Focus on product selling points:

The effects of using skin care and beauty products, early childhood education and care environment, the effects of medical technology, etc.

② Diverse styles:

The advertising materials for cosmetics and medical beauty products have a strong sense of design, and are fresh, bright, and eye-catching;

The advertising materials in other industries have a weaker sense of design and mostly use real photos of people.

5. Ranking of application promotion on Mayu Women's Platform in August

Based on App Growing data, I have also compiled the top 10 apps (non-games) and game rankings with the highest cumulative advertising spending on the Mayu Women's Platform in August :

Application apps mainly include photography, shopping, early childhood education, social networking, and life services. "Firefly Up" topped the list in August. It is a filming software designed specifically for mothers to record the baby's growth process. In response to women's enthusiasm for lipstick, an APP called "Lucky Lipstick Machine" with lipstick lottery as its main selling point also attracted strong sales and ranked fourth.

The top game advertisers also present a "feminine" style, mostly role-playing games and casual games with fresh graphics. A palace fighting role-playing game called "I Love the Kingdom More than the Beauty" is very popular among female users and tops the list.

For many optimizers, information flow is difficult. In fact, whether it is bidding or information flow, there will be a certain process. We only need to subdivide the process and then break through it one by one.

However, processes can be subdivided, but capabilities cannot, nor can they be acquired overnight. They require long-term accumulation, and sometimes they may not even be acquired over time.

Because there are certain skills that we may never be able to discover or master.

For Meiyou advertising , please contact Qinggua Media official