A new way to place wedding photography video ads!

This article shares with you a case study of the wedding photography industry, showing you new ways to play video advertising

Currently, the wedding photography industry is in the annual peak promotion season. On the one hand, there are numerous challenges brought by the epidemic, and on the other hand, there is wedding photography consumption demand that has yet to be released. Partners in the wedding photography industry, how can you take the initiative and win now?

To this end, we have specially planned a series of case studies on “New Ways to Play with Wedding Videos”, inviting several advertisers in the industry with outstanding performance and courage to try new things to share new ways to play with videos, and help everyone achieve new breakthroughs in advertising.

Marketing is like fighting a war, speed is of the essence to seize the initiative. In the fiercely competitive wedding photography industry, when advertising homogeneity becomes more and more serious, only by quickly updating advertising methods can you gain the upper hand and grab more traffic.

Recently, Guiyang Century Bridal Wedding Photography, which has a keen sense of marketing, tried a new WeChat Moments video ad. It used bright and colorful Chinese wedding dress video ads to seize the peak wedding photography season, increasing ad exposure and conversion rate by 50%, and fan opening rate (the probability of fans replying when customers send private messages to add new fans) by 5%.

This time, we are honored to invite Mr. Luo Quan, General Manager of Guiyang Century Bridal Wedding Photography, to share his experience in placing label-style card video ads.

Swipe left and right to view the Century Bridal store map

1. Seize the advertising dividends first

Guiyang Century Bridal Wedding Photography Co., Ltd. was founded in 2009. After 12 years of unremitting efforts, it has not only firmly established itself as the leading brand of wedding photography in Guiyang, but has also opened stores in Xiamen, Sanya, Lijiang and other cities, providing professional and enthusiastic services to newlyweds across the country.

As a wedding photography brand that has been in business for many years, Century Bride's photographers can easily master a variety of styles including aesthetic, romantic, Chinese, European, Korean, fresh, fashionable, etc., to create classic wedding photos for every couple.

In terms of advertising and marketing, Century Bride's marketing team is also able to skillfully use a variety of current promotion methods to find their target customer groups. "We have basically tried all the mainstream promotion methods, from traffic advertising to local life applications to vertical platforms. However, Tencent Advertising is our most important position, with an overall advertising share of 60%-70%." Speaking of Century Bride's advertising promotion, the experienced Mr. Luo talked freely.

Swipe left and right to view the bride of the century sample

Since 2015, Century Bride has launched Q-series advertising, WeChat Moments advertising and other channels, leveraging Tencent Advertising's massive traffic and precise positioning capabilities to find its target audience. "Tencent's advertising is the largest in scale, and its input-output ratio has been relatively stable. This is also the main reason why we have invested so much in Tencent advertising in recent years," Mr. Luo said confidently.

Choosing the right platform is the key to successful marketing, and actively trying new things can help you seize more opportunities. "Although the marketing model of the wedding dress industry is easy to copy, by constantly trying new things, you can seize opportunities first," said Mr. Luo. In recent years, Century Bride has actively tried various channels of Tencent Advertising and the latest advertising methods. In March 2020, Century Bride unlocked a new way of playing video advertising in Moments, achieving a double increase in exposure and conversion rate.

2. Actively optimize and master visual marketing

As an experienced helmsman, Mr. Luo has experienced countless marketing campaigns and is well aware of the importance of marketing strategies.

"In previous years, some so-called 'great pictures' and 'great copywriting' might have brought about some unexpected marketing effects. However, now the audience's aesthetic level has improved. Only by having solid internal skills, good-looking pictures and solid copywriting can we truly attract customers. In the process of advertising, we must also keep a close eye on the data, analyze it frequently, and make real-time adjustments." In the process of advertising, Mr. Luo also put these ideas into practice, forming a complete advertising strategy, and ultimately achieved satisfactory marketing results.

Century Bride's circle of friends advertisement outer picture

1. Use video ads to attract attention and improve advertising competitiveness

a. Video composition

Chinese style wedding dress live shooting highlights + scene freeze-frame pictures

b. Video creative analysis

① Opening: The bride appears alone in the photo, emphasizing the Chinese style and highlighting her sense of happiness

The close-up of the front perspective focuses on the bride's facial expression, and uses a double puzzle method to contrast the phoenix crown effect, highlighting the bride's happiness; then it connects with the dynamic footage of the bride wearing a Xiuhe dress and spinning freely on the set, and embeds a 4-puzzle continuous still picture, highlighting the photographer's superb snapshot photography skills.

② Midfield: Both the newlyweds are in the frame, with interactive highlights and still pictures of the scene, showing the filming and filming process

Through different scene visual experiences, the focus is on the couple hugging and looking at each other, the bride lifting the red veil herself, and the groom lifting the red veil. At the same time, a still picture is embedded, with a still picture of the bride lying on the groom's legs and 4 puzzles to present a continuous shooting effect. Combined with the traditional wedding element rickshaw, the scene of the couple looking at each other is presented, which indirectly highlights the company's shooting capabilities.

③ Ending: Combine long and short shots to highlight details, show the finished effect in time, and attract clicks

Combined with the Chinese wedding scene arrangement, the sense of ceremony is highlighted, with the scene of the newlyweds sitting around a red table with smiles on their faces. The groom hugs the bride from behind with flowers in his hands, a still picture is embedded, and four puzzles present the interactive effect picture of the newlyweds.

2. Label cards, closely following user needs and attracting customers to click

Breaking the conventional picture format, the outer video creativity and two dot labels are integrated into one card to further concentrate the advertising information, present rich creative elements, and attract customers to click.

① Super popular wedding photos: carrying users’ attention to wedding dress types

② Word-of-mouth recommendation by brides: This means that by clicking, more style recommendations can be obtained, not limited to the current advertising video, maximizing coverage of people with different preferences.

3. The card jumps directly to the landing page, shortening the conversion path and creating a new high in conversion rate

By adopting the innovative conversion link of label card video ads + direct jump to attention, the conversion path is shortened in one step, guiding the target group to pay attention to the official account for consultation, improving the advertising volume, and then exploring the needs through customer service language, ultimately achieving a 50% increase in exposure and conversion rate, and a 5% increase in the overall fan opening rate.

In the context of fierce competition for traffic, in order to improve advertising competitiveness, advertisers need to constantly explore new advertising delivery models. The rapidly emerging video advertising is a powerful weapon. Century Bride has set a good example through its own actions. As for the future, Century Bride still maintains an open mind and is willing to try more new ways of doing things.

Author: Tencent Advertising Service Account

Source: Tencent Advertising Service Account