2019 Fliggy 3rd Anniversary Event Planning and Promotion Plan!

This article mainly wants to share with you my personal gameplay and ideas for the Fliggy anniversary event. This is the first time for a new operator to write an event plan, and there is no specific data as a basis. The data in this plan is self-conceived. There are many unreasonable places. I hope you don’t mind and can point them out.

The overall process of the Fliggy anniversary event planning is divided into three modules: basic information, core content, and event execution. Since the activity plan has not been implemented, the activity summary and review will not be discussed here.

The basic information is divided into activity background, activity goals, and activity budget analysis; the core content is designed for activity content, activity process, and gameplay instructions; and activity execution is divided into execution plan, promotion plan, and emergency plan.

This article mainly wants to share with you my personal gameplay and ideas for the Fliggy anniversary event. This is the first time for a new operator to write an event plan, and there is no specific data as a basis. The data in this plan is self-conceived. There are many unreasonable places. I hope you don’t mind and can point them out.

1. Activity Background

1. Product status

①The gap between MAU and competitors is huge

According to iResearch big data, in July 2019, the MAU of Ctrip was 70.87 million, Qunar was 67.57 million, and Fliggy was 36.12 million. After Ctrip acquired Qunar, Fliggy's market competitiveness became even less competitive, and the market share was disparate.

② The target user group has no outstanding advantages

Fliggy mainly targets young user groups, but judging from the age distribution of its customers, there is not much difference between the customer groups of Fliggy and other peers, and Fliggy’s core target user groups have no outstanding advantages. (Source: iResearch)

③The product differentiation value is not obvious

In the segmented market, Lvmama focuses on parent-child travel, Mafengwo focuses on independent travel, Tuniu focuses on quality group tours, etc., while Fliggy focuses on the travel concept of "enjoying the big difference" for young people, but users are not aware of it enough and the differentiation is not prominent enough.

2. Business Focus

Brand promotion - highlighting the core value of the product: "Feizhu" is a leisure and vacation brand for young consumers, aiming to allow consumers to have a freer and more imaginative journey. Therefore, we launched the product concept of “Enjoy the Big Difference”. However, users have a weak perception of product differentiation, which means that Fliggy has no distinctive advantages compared with competitors such as Ctrip and Qunar, and is caught in a state of homogeneous competition. Therefore, Fliggy must increase its brand promotion so that its young target user group can have a deeper understanding of Fliggy’s product concept of “playing differently”.

User growth - conversion of Alibaba ecosystem traffic: Ctrip has secured its leading position in the online travel industry through the acquisition of Qunar. Although Fliggy's growth has begun to stabilize, there is still a huge gap between it and Ctrip and Qunar. However, Fliggy has the huge advantage of being backed by the Alibaba ecosystem. Fliggy must speed up the introduction of Alibaba ecosystem traffic to achieve rapid and sustained growth in users.

2. Activity Objectives

1. Expand brand communication

Expand brand publicity through anniversary celebrations to let more people know about "Fliggy Travel"; use events to amplify brand influence and highlight differentiated brand value;

1. "Fliggy Travel" is different from other OTA online travel. It only acts as a platform between users and hotels, does not make a profit from the price difference, and allows users to enjoy the lowest discount;
2. "Fliggy Travel" combines the Alipay credit system to provide users with differentiated services such as "credit accommodation without deposit" and "online visa";
3. "Feizhu Travel" focuses on young user groups and is more inclined to be a social travel platform. It provides functional modules such as live broadcast, short video, online guide, itinerary sharing, etc., allowing young users to enjoy a very different travel experience.

2. Promote activation and attract new customers

Through anniversary activities, we can enhance interaction with users, improve stickiness, stabilize the existing core user group, and attract more potential target users.

1. Use anniversary events to promote the growth of existing users and continue to move towards core users;
2. Through the anniversary event, we will guide more potential target users of Taobao and Alipay to join Fliggy Travel, experience Fliggy Travel’s differentiated services, and achieve effective user growth.

3. Activity Budget

1. Cost budget

The main goal of this event is to promote the brand and attract new customers and retain existing ones, in order to expand the brand influence and accumulate momentum for the Double Eleven promotion.

2. Data disassembly

Based on past data and combined with the activity goals, we break down various data, including advertising coverage PV, average PV value, UVs leading to products, UV value, activity participation rate, number of new users, number of activity participants, estimated GMV on the day of the activity, etc. For example: (data is only for the convenience of explanation)

Estimated PV reaches 30 million: (mainly through Weibo to create topics, WeChat H5 fission two channels to attract traffic)

• The PV of Weibo topic is expected to be 6000W*30%=1800W;
• WeChat H5 fission coverage 10 million * 60% participation = 6 million;
• Other channels and Alibaba ecosystem introduced PV600W;
• UV penetration rate 50% = 1500W visitors, which is 3 times the DAU;
• 35% of new users = 315W;
• New user registration rate 25% = 787,500 new users;
• The average cost of acquiring new customers is 2.42 yuan.

The activity is expected to have good results!

IV. Activity Content

Event theme: #Feizhu3rd Anniversary Celebration——Dare to think and play, enjoy the difference#

Fliggy leads the way in giving consumers a freer and more imaginative journey. This anniversary event is centered around the theme of "Think boldly, have more fun, and experience different travel fun". Three different activity methods are formulated for different target user groups, in conjunction with the basic activity content of the venue to increase user participation. At the same time, it is opened at three different times to continuously ignite users' emotions and jointly create the activity atmosphere of Fliggy's "dare to play, know how to play, and take you to play together". Details are as follows:

Activity 1: #Dare to think and dare to play - Flying "Pearl" Plan#

Activity theme: Climb Mount Everest and enjoy a different life experience. Do you dare to come?

Activity content: Participate in the activity and Fliggy will take you to "Pearl", challenge the world's highest peak, and reach the peak of your life.

Activity Background:

On October 1, 2019, "The Climbers", the first feature film about Chinese people climbing Mount Everest, was released. This film is a tribute to the 70th anniversary of the founding of the motherland. It has a novel theme and a cast that includes billionaire actor Wu Jing, Chinese Grand Slam actress Zhang Ziyi, national husband Hu Ge, Zhang Yi from "Operation Red Sea", and box office harvester Jing Boran. It is also produced by genius producer Tsui Hark. The film is bound to become a super hot spot, and Mount Everest will surely become a holy place that people are eager to explore.

At the same time, Feizhu and Feizhu are homophones, and the National Day is a golden travel time. Mount Everest is also a tourist attraction. By combining hot spots, nodes, and "same namesake" memes and arranging activities in advance, you will definitely be able to get ahead of your competitors and get everyone's attention.

Purpose:

1. Link real-time hot spots and initiate related topics to effectively improve brand communication efficiency and expand brand influence;
2. National Day is the golden time for tourism. During the National Day, brand exposure can be increased to effectively attract more target users with rigid needs and enhance user consumption decisions.
3. As more and more users are afraid of "traveling during the National Day holiday", Fliggy provides everyone with the travel concept of "enjoying a big difference", which can lock in more potential users and effectively attract new users;
4. Warm up for the anniversary event in advance, stir up topics, and lock in the target user group.

Activity Rules:

1. Event time: October 1, 2019 - October 29, 2019, 20:00, and the prize drawing will be held at 8:00 pm on October 29;
2. Prize details: 7-day, 6-night trip to Mount Everest for one person (Lhasa - Yanghu Lake - Shigatse - Mount Everest) worth RMB 9,999. For details, please see the instructions.
3. How to participate in the event: Download the Fliggy APP, register as a member, and sign up on the exclusive event page to participate;
4. Number of activity rewards: There are 20 activity reward places, and the lucky users will be selected by probability lottery;
5. Lucky Draw Probability Mechanism: The activity is carried out in the form of accumulated points. The higher the points, the higher the probability of winning. The probability formula is: Lucky Draw Probability = Your Points / Total Points of All Participating Users;
6. How to obtain points: You can get corresponding points by completing various activities in the Fliggy APP (user growth system activities, sharing gifts, sign-in activities, etc.; points are displayed in real time, and the number of people with a probability of winning exceeding xx% is also displayed in real time, and it is estimated how many points can be added to exceed how many people;)
7. Points incentive: When the points reach a specified value, they can be redeemed for the exclusive gift package for the 3rd anniversary celebration of Fliggy;

Activity 2: #Dare to think and dare to play - How exciting can a trip with only a thousand dollars be? #

Activity purpose: Thousand-yuan travel plan collection contest; (all costs are less than 10,000 yuan, the more exciting, the more cost-effective and the more detailed the better...)

Activity content: With the cost not exceeding 10,000 yuan, make a detailed and super exciting travel plan, upload it to Fliggy, and let netizens vote.

Activity Background:

1. Different from OTA competitors, Fliggy focuses on content interaction, encouraging users to record every detail of their journey by taking videos, making guides, and writing itineraries.
2. The amount of community content is not enough, and there are not enough professional travel photography teams and travel experts on the platform;
3. Currently, the number of people who like and comment on the content community of Alizhu is not large, and the activity is not high enough;
4. The layout of product content is late, and product promotion has not yet been launched;
5. Ctrip has also begun to plan its content. Mafengwo, which focuses on independent travel, started early and is more mature in terms of content, and the market competition is fierce.

Purpose:

1. Expand product function publicity to let more users know and understand Alizhu's content services; attract more users to watch content and improve stickiness with users;
2. Attract more UGC, travel photography teams, travel experts, etc. to join the platform to enrich the content; highlight the differentiated advantages of products;
3. Qianyuan covers the main consumer groups, enriches the content of travel packages from the user's perspective, and provides a better reference for merchants;
4. Create hot topics to publicize, promote and attract traffic for the anniversary event.

Activity Rules:

1. Event time: October 11, 2019 - October 29, 2019 20:00 (deadline); prize drawing at 8:00 pm on October 29;
2. Prize details: First place: 30,000 + 20,000 Alizhu travel cash coupons; second place: 15,000 + 8,000 Alizhu travel cash coupons; third place: 8,000 + 5,000 Alizhu travel cash coupons; 4th-10th place: 2,000 Alizhu travel cash coupons; 11th-1,000th place: participation prize;
3. How to participate in the event: Make a travel plan as required, and netizens will vote to select the winning user;
4. Travel cash voucher description: It can be used as cash in the Alipay app, cannot be withdrawn, cannot be transferred, and is valid for 1 year;
5. Participation prize description: Fliggy F2 membership/1 month, exclusive travel coupons, airport pick-up vouchers, free hotel room upgrades, etc.

Activity 3: #Dare to think and dare to play - the trip I long for#

Activity theme: How much does your most desired trip cost? Fliggy can help you achieve it for free!

Activity content: Fliggy helps you plan your most desired journey and estimates the cost of the trip. Then you are responsible for having fun and Fliggy pays for you!

H5 design content: Use test questions to determine the user's travel concepts, consumption levels, life requirements and basic attributes of travel (what time? Who? Where to go? What to do? Why go? How to go?) and other information, and then use big data matching to recommend travel routes and estimated costs to generate pictures.

Activity Background:

There are generally more people who have never traveled than those who have traveled; there are generally more people who don’t know where they want to travel than those who have a clear goal; there are generally more people who don’t have money to travel than those who have money to travel; how many people want someone to tell them what kind of travel they want? How much does the trip cost? More people give him money to travel! There are many successful cases of H5 screen-sweeping with test questions. It has low cost and large traffic, and it is worth our investment to try to develop it.

Purpose :

1. Solve user pain points (don’t know what kind of trip you want? Don’t know how much it will cost? Don’t have money to travel!) to realize brand value;
2. Arouse users' resonance, take advantage of users' psychological needs, induce users to forward and share, and achieve effective brand dissemination and obtain traffic;
3. Stimulate more user demands, help users solve travel concerns, cultivate potential users, and activate existing users;
4. In order to develop a better product function "Travel Forecast", reflect Fliggy's product concept of "Enjoy the Big Difference" and give users a different experience.

Activity Rules:

1. Event time: October 21, 2019 - October 29, 2019, 20:00; prize drawing at 8:00 pm on October 29;
2. Prize details: Fliggy will provide you with free private customized travel services according to your travel wishes;
3. How to participate in the event: Participate in the H5 event and share the results to your friends circle;
4. Number of activity rewards: There are 3 activity reward places, and the lucky users will be selected by random draw;
5. Reward redemption validity period: 1 year.

Activity 4: #Venue Basic Conversion Activity#

Activity purpose: Anniversary promotion and universal welfare

Activity content: lucky draw at the hour to receive Fliggy 3rd anniversary peripherals (dolls, backpacks, water cups, etc.), log in to the APP to receive Fliggy 3rd anniversary commemorative benefits, enjoy gifts when placing an order, double rewards for completing tasks, double miles when placing an order, etc.

Activity Background:

1. The purpose of the three main activities is to create topics, continue to increase the popularity of the anniversary celebration, attract user attention, and divert traffic to the Alitrip APP;
2. The final beneficiaries of the three activities are a minority, so other activities and benefits are needed to appease the hearts of those who did not win the prizes;
3. User retention and conversion are the ultimate goals of product operations, and other basic activities must be used to carry traffic;
4. On the day of the anniversary celebration, it is necessary to maintain the popularity and promote user experience and conversion.

Purpose:

1. Create an atmosphere for the event and enhance the brand's tone;
2. Keep the excitement going on the anniversary day and ignite user emotions;
3. Take over activity traffic, guide users to experience products, cultivate potential users, and achieve user retention and conversion;
4. Improve user participation in activities so that users who enter on the same day can also enjoy the benefits of the event.

Activity Rules:

1. Event time: October 28, 2019 - October 29, 2019;
2. Lucky draw every hour: 9am - 10pm; lucky draw every hour to win anniversary gifts, 3 people are drawn every hour;
3. How to participate in the hourly lucky draw: Enter the event page, play the mini-game, and if you win, you can participate in the next hourly lucky draw;
4. Log in to the APP to receive gifts: Fliggy Anniversary Benefits (New Member Gift Pack);
5. Double rewards: double rewards for completing tasks, double mileage for placing orders, etc.
6. Enjoy gifts when you place an order: limited-time discounts, coupons, etc.

5. Activity Process

1. Activity page design process

2. User activity experience process

6. Gameplay Instructions

1. #Dare to think and dare to play——Flying “Pearl” Plan#

The Feizhu "Pearl" plan combines several major events, including Fliggy's anniversary on October 28, the 70th anniversary of the National Day on October 1, the National Day Golden Holiday Travel Week, and the release of the Everest-themed film "The Climbers" on National Day, to reflect Fliggy's product concept of "Enjoy the Big Difference".

① The activity is mainly in the form of a lottery, which is a probability lottery activity. The probability is determined by the user. The higher the participation (points), the greater the probability of winning;

② Associate with hot topics, set up the award "Visit Mount Everest", and interact with the brand of the movie "The Climbers";

③ Play the homophonic pun "飞猪=飞珠" and at the same time, draw a lucky draw on Weibo to ignite the topic. If you are traveling on National Day and have the characters "猪、珠、朱" in your name, repost and @ the official Weibo account to win a lucky draw to have your air tickets reimbursed;

④ Points data is updated in real time, and the probability of winning is displayed in the form of surpassing a certain number of people in the country, guiding users to complete tasks to increase their chances of winning.

2. #Dare to think and dare to play - How exciting can a trip with only a thousand dollars be? #

The differentiated product value of Fliggy is a different travel experience, which guides users to produce and disseminate travel content and record every moment of the trip. Therefore, in order to better motivate users to produce more content and guide users to use Fliggy's product functions, we hold a travel plan collection contest from the perspective of travel planning.

① The scope of the theme is not limited. The travel plan of 1,000 yuan basically covers most of the travels. There is no threshold, only the content is exciting;

② It was launched on October 11. Users had just returned from the National Day holiday and had deep memories of their travels. This was a disguised way of guiding users to share their travel diaries.

③ The activity is judged by netizens through voting, guiding users to let their friends participate in the voting to achieve product fission;

④ The vote ranking is updated in real time, and "My Work" is pinned to the top to display my ranking in real time.

3. #Dare to think and dare to play - the trip I long for#

Traffic is getting more and more expensive, and the promotion cost is too high, so we invested resources to develop H5 and promote activities on WeChat. In view of the fact that users generally do not have a clear travel purpose and have no money to travel, we developed H5 with the main line of #test your travel personality—#recommend your travel route—#estimate your travel expenses—#realize your travel wishes. The H5 test is similar to a questionnaire, collecting users' questions about where they want to go. when? With whom? How to get there? Why go? What to do? Guide users to answer multiple-choice questions and lock in their needs.

① Utilize user psychology to help users complete the things they want to do but have not done, help users clearly understand "travel" and stimulate travel needs;

② There is no threshold for the activity. You can find your journey and calculate your travel expenses by opening the activity. Finally, we will stimulate the spread of the activity by supporting travel.

③The event will start on October 21st, carrying the enthusiasm of previous events, playing differently, and continuing to advance the progress of the anniversary event.

4. #Venue Basic Conversion Activities#

The anniversary event on October 28th is close to Double Eleven, and is mainly aimed at brand promotion to guide users to understand the product, experience the product in depth, and thus convert it into active users; the previous three activities are mainly for traffic diversion, and the basic interaction at the venue is used to guide users to register, retain, be active, and convert.

① Set up lucky draw activities at the hour to increase user activity and create an overall atmosphere for the event;

② Login rewards are set to encourage user activity and guide user conversion through preferential policies;

③ Use the anniversary event logo and integrate resources to attract merchant users to sign up for the event and enrich the gameplay of the event.

7. Execution Plan

Project Execution Report Form:

8. Promotion plan

1. Project promotion schedule

2. Early and mid-term warm-up

3. Late warm-up and outbreak period

IX. Emergency Plan

1. Frequently asked questions

Design Q&A based on the details of the overall event content. Due to space constraints, the details will not be repeated here;

2. How to deal with unexpected situations

Advance notice: If an emergency occurs, please contact me or the corresponding person in charge in a timely manner according to the problem; during the implementation of the activity, if you encounter force majeure, please report it as soon as possible.

① Product issues: If there are product failures such as wrong links, inconsistent material standards, long loading times, screen pop-ups, political risks, user complaints, etc., the corresponding activity page will be taken offline immediately, and product development will be notified urgently to fix the bug and retest the online activity;

② Cost overruns: To avoid cost overruns during the execution of activities, operators need to set different levels of ROI in advance, communicate with leaders in advance, and set corresponding cost ceilings for different situations;

③Activity issues: If loopholes are found in the gameplay during the activity, and the freeloaders take advantage of them, the corresponding activity preferential policies will be taken offline immediately, and daily preferential activities will be uploaded to fill the gaps; the operation staff will be notified to immediately correct the activity gameplay and put it back online;

④ Too many people: If the number of participants on the day of the event is too large and exceeds the server load, immediately notify the operation staff and technology, and take the "hourly lucky draw" event offline to reduce the pressure on the server;

⑤Activity development: If the activity development process is too difficult and exceeds the development time limit, you must communicate with the operation staff in advance, renegotiate, and formulate a plan B;

⑥ Expectations not met: If the reputation of the movie "The Climbers" fails and does not meet the expected hot spots, the "Flying to Zhuhai" plan will be changed from Mount Everest to Zhuhai, Oriental Pearl Tower and other attractions;

⑦ Insufficient traffic: To prevent the activity traffic from being significantly different from expectations and the ROI from being too low, operators need to set the activity lifeline in advance. When it is found that the activity effect is lower than the lifeline, they need to act decisively and stop the machine in time; etc.

This article is the homework I did on event operation during the 90-day product operation course at Qidian Academy. The PPT was converted into an article. It is the first time for a newcomer to write a plan, so there are still many shortcomings. I hope you can understand and correct them. Thank you very much. (PPT background source: Huaban.com)

Author: Huaqiang

Source: Huaqiang