An in-depth review of Durex’s red envelope fission!

The Business Card Mini Program gave out 200,000 red envelopes. Is Durex testing the waters of WeChat business?

Chinese Valentine's Day (August 17) is a very important node in the year, attracting countless brands to compete. As the leader of the business card mini program, Bangtui Business Card teamed up with Durex to play a low-cost red envelope fission game 3 days before the Chinese Valentine's Day (August 15), giving out 200,000 cash red envelopes, with a customer acquisition cost of less than 60 cents.

However, in terms of the effectiveness of the activity, it was not very successful. Below I will review this low-cost fission activity in depth, hoping to give you some inspiration.

The following is the catalog of this article:

1. Background: Durex’s aging and bold trial and error

2. Review: The process of the coin distribution activity that can be understood at a glance

3. Core: Four key points of red envelope fission

IV. Cost: How to achieve a customer acquisition cost of 0.6 yuan

5. Summary:

1. The reason why the fission activity has good cost control but cannot be popularized

2. The gap between brands and WeChat merchants is difficult to cross

1. Durex’s aging and bold trial and error

1. On Aging

All brands want to seize the huge traffic pool of WeChat . We know that Durex is extremely good at content marketing , and has taken riding on hot topics and cross-border marketing to new heights. However, one thing we have to say is: behavior that fails to generate conversions is tantamount to hooliganism.

Durex has been engaged in content marketing for a long time, but has rarely taken any action on user growth , whether it is fission or the current popularity of mini-programs. It seems that the old people cannot keep up with the trend and lack the desire for rapid growth and fission. There have been many attempts in the two fields of micro-business and social e-commerce , but no achievements have been made. This is not Durex's problem, but a flaw of most brands:

2. Brand is a barrier and an obstacle

On the left is Durex, in the middle is Pinduoduo, and on the right is Fat Ball

3. On trial and error

The sharing behavior of exchanging business cards in the business card mini program is the core function of its growth. The brand cooperation between Durex and Bangtui Business Card is essentially to utilize the existing resources of the platform, through the most effective bait of fission - sending red envelopes to users, so as to obtain low-cost fission ability and high exposure , and then use the information display of Bangtui Business Card to experiment with the conversion effect of users to personal WeChat accounts.

Share, Show, Convert

2. The process of the coin distribution activity that can be understood at a glance

We say that a successful fission activity must be extremely simple. The shorter the path, the less user loss, the higher the conversion rate and fission rate, and the better the effect. The greatest value of mini programs to us is: official trust endorsement and a greatly shortened path. Mini Program vs H5, Poster We used to use H5 and poster fission. The H5 display area was too small, not intuitive enough, and the loading time was too long when clicked. Although poster fission is intuitive, the path is not so ideal. It requires three not very coherent steps: ' open the picture → long press → scan the QR code'. The display area of ​​the mini program is large enough, the loading speed is fast enough, and the path is short enough (one click). After testing the fission effect of the mini program and H5 under the same activity many times, the number of new users is as much as 3 times different. The fission process is simple enough in path design. You can share it with just two clicks, and it takes no more than 5 seconds.

User path: 1. Click on the mini program in the WeChat group → 2. Prompt: You received a red envelope of x yuan (you can choose to share it directly or receive it) → 3. After receiving the red envelope, you find that you cannot withdraw cash (the minimum withdrawal is 2 yuan, and the first red envelope is set to 100% not to exceed 2 yuan to encourage forwarding) → 4. Share the mini program again until the red envelope balance exceeds 2 yuan → 5. Withdraw

analyze:

The interesting thing about this fission gameplay is that you can only participate in the activity by opening the red envelope mini-program entrance shared externally . If you cannot participate in the event through any other scenarios (sharing business cards outside the event, directly opening the mini program), this ensures the independence of the brand cooperation gameplay, but in terms of user experience, users will feel that the event is suddenly nowhere to be found, which will cause a certain degree of user loss.

3. Core: Four key points to help promote the fission of business card red envelopes

Some time ago, I wrote an article titled "After reading 300 fission cases, I want to share the traffic acquisition thinking with you", which talked about the people, goods and places thinking of traffic acquisition. However, from the marketing level, the importance of timing is self-evident. This low-cost fission activity has the following 4 key points, which are worth learning and reference:

1. Scene: Community -based

The community is definitely the most efficient scenario for mini-program dissemination at this stage, covering a large number of people, spreading quickly, and using precise users. The remaining problem we need to solve is: find the target community that best suits us for efficient communication. What is the target community? That is, a community that matches your user profile . The first problem to be solved is to analyze the user portrait of your mini program’s audience. Taking Bangtui Business Card as an example, most of its users are working people, so the communities we can choose can be narrowed down to: self-media , business, operation , marketing, mini programs, Party A and Party B, company groups, etc.

It is very important to identify the community. The second problem to be solved is: finding these groups. Generally there are two methods: KOL promotion , or finding a service provider that specializes in this type of community resources to place advertisements . Community is the core. For activities with a very strong fission rate (please be sure to conduct multiple quantitative tests and set fission targets, such as: K>1.2), it is the fastest way to achieve results. For example, the quickly popular Black Card Camera and Pirates Are Coming both cost a lot of money on group promotion .

2. People-Nodes: KOLs as nodes

KOL is a catalyst. With the leading effect and appeal, even if the mini program does not have a high enough fission coefficient, the authoritative endorsement of KOL can bless the mini program or activity and use the fan effect to accumulate the first batch of startup pool. Many mini-programs targeting middle- to high-end groups that have become popular recently often make full use of KOLs. Social media promotion in conjunction with KOLs can help expand coverage and accelerate fission.

We can see that KOL plays a huge role in fission activities. In addition to its own large traffic, the superposition of the authority of the platform and KOL has a great effect on improving the quality of fission.

3. Goods - Bait: Strong red envelope inducement

Whether it is a test mini-program that takes advantage of hot topics, or an exercise step exchange mall for lazy people who need motivation to exercise, or the pet show and MeowCard for heavy cat and dog lovers, the fission gameplay of rigid demand and core combined with the appropriate fission bait can detonate the corresponding circle. Red envelopes are an effective and reliable fission bait with controllable costs, simple paths, and great appeal to users. There are only two ways to send red envelopes to promote business cards. The red envelope Fubao received for the first time and the subsequent single red envelope rewards for bringing in new members.

Routine user incentives are essential in designing the fission link. Bangtui Business Card has set up routines such as rankings , real-time display of amounts, real-time withdrawals, and 2 yuan low-threshold withdrawals.

Many mini-programs either fission for their own fun or self-destruct. What does that mean? That is to say, they are either too unattractive and cannot fission at all; or they completely ignore WeChat's requirements for fission, and use various interrupted fission and forced fission, which will result in being reported and blocked in minutes. We must study the boundaries of WeChat's sharing of mini-programs.

4. Hotspot

Chasing hot topics on Chinese Valentine's Day is even more important than spending money on promotion. Chinese Valentine's Day is of incomparable importance to Durex, but it is the peak period for condom sales, so launching the event 3 days in advance also fully takes into account the opportunity for users to prepare condoms in advance.

4. How to achieve a customer acquisition cost of 0.6 yuan through fission activities

1. Fission data

Red envelopes were distributed starting at 11:42 on August 15th. By 12:30, 513 red envelopes were distributed in 48 minutes. Only 339 red envelopes were distributed on August 18th, indicating that this fission activity has come to an end. By 17:19 on August 18th, a total of 37,324 red envelopes were distributed (I checked at 0:00 on the 19th, 37,379, with little change)

2. Durex data

The upper right corner shows that UV is 6.6w. Durex leaves a mobile phone number and WeChat ID, which can be copied with one click. The rest depends on the conversion rate. But the interesting thing is, he added Durex’s WeChat as soon as possible, but it was never accepted. Was he testing how many people would add him?

3. New customer acquisition costs

Since I don’t know the exact data, I will estimate the customer acquisition cost based on existing data and experience. There were 200,000 red envelopes worth 100,000 yuan, with an average value of 0.5 yuan. We have said before that there are two ways to send red envelopes, first-time participation red envelopes and single new member red envelopes. Only 2 yuan can be withdrawn, and the user must invite at least 3 people to withdraw money. We assume that the fission rate is 30%, and about 1 out of every 3 people invited will become a sharer. The cost formula is: A gets a red envelope for the first participation + a red envelope for inviting 3 people + a red envelope for the first participation as a sharer = 2.5 yuan. In the end, the customer acquisition cost is 0.6 yuan. Not every sharer can invite enough people to withdraw money, so the cost will decrease.

The average number of red envelopes per person is about 1.7. This fission activity brought 20,000-22,000 new users to Bangtui Business Card. Of course, we also need to deduct old users who participated in the event according to actual conditions, but since this type of cooperation is external sharing, it can be ignored.

V. Conclusion

1. Thinking: The reason why the fission activity has good cost control but cannot be popular

As the cost of acquiring customers for mini programs continues to rise, Bangtui Business Card tried out the red envelope method and delivered a fairly satisfactory answer: my customer acquisition cost is low enough. But the problem is also obvious. Bangtui Business Card misjudged the effect of the event. Although it used itself and kols as a traffic pool for fission, users' sharing and participation in such activities were obviously poor. Not enough motivation? Wrong timing? Maybe neither, I guess it may be due to the user group.

Those who participate in fission are often those who have more time and a weaker sense of the value of time (such as students). People in the workplace regard time as a very important asset. They cannot have fun like students who have plenty of time to grab red envelopes. This results in the red envelope fission being less effective than expected among this group of people.

2. Brand pain points: a gap that is difficult to cross

Why do so many brands try WeChat business but give up? Why are so few self-media practitioners able to do a good job with mini programs? Why is it difficult for offline stores to go online? There is only one reason: their business logic is completely different.

Brands rely on their own brand awareness to sell through self-media and e-commerce platforms, but this approach does not work in WeChat business and social e-commerce. If a brand is allowed to engage in micro-business, it will easily make users feel that it is cheap, thus reducing the brand value. At the same time, the greater the brand effect, the more difficult it is to have a deep connection between micro-businessmen and people. Even the best agents will always be overshadowed by the halo of the brand. That’s why we say that Pinduoduo and WeChat business both come from grassroots origins, because they naturally have the potential to connect deeply with people emotionally, just like the emperor’s incognito visits, which is something brands cannot do. The road to brand micro-business and brand socialization is long and difficult. Making the brand more down-to-earth will be the key to breaking the deadlock.