It’s almost Chinese New Year, and the operating agency received a small red envelope from a friend. The red envelope is not small, beautiful and festive.
The beat-up worker in the editorial department, who was working on the manuscript, sighed: It is still a gratifying red envelope, which saved the beat-up worker’s bitter mood.
My friend said, hahahaha, if you like it, I will give you another GUCCI…
Did I hear you right? GUCCI? ? ? Are we the only poor people left on this earth?
Ten seconds later, my friend said that GUCCI was gone, and then he sent red envelopes for the covers of Mercedes-Benz and Estee Lauder…
(Well, he is still my naughty friend)
But having said that, is this year’s brand WeChat red envelope so easy to grab?
The operator remembers that in the past two years, GUCCI’s WeChat cover red envelopes were also popular on Weibo.
So, after learning about it, the operator found that the WeChat red envelope in 2023 really has something!
01 WeChat red envelope, easier to receive?
This year’s red envelope cover battle is still the focus of attention of all walks of life and brand merchants.
There are not only fast-moving consumer goods, games, the Internet, daily chemicals and other high-frequency industries, including but not limited to Nongfu Spring , Vitasoy, Guojiao 1573, Yunnan Baiyao and other brands; there are also automobiles, famous watches, travel, etc. Stronger industries, such as Vacheron Constantin, AITO, Hilton, etc.
Among them, in the Chinese market, first-line big names once fell into the “fear of missing out”. As of the time of publication, Montblanc, Ferragamo, Gucci, Dior, Fresh, Tiffany, Van Cleef & Arpels and other brands have launched on WeChat. The cover of your own red envelope.
For a time, the WeChat red envelope page was full of beautiful things, too numerous to enumerate.
It is worth noting that the operator found that although there are many types of WeChat red envelope brands this year, compared with previous years, the difficulty of obtaining them has dropped a lot.
Take GUCCI as an example. GUCCI’s red envelope cover once became popular on Weibo because it was “difficult to draw”. At that time, users had to make an appointment on the official applet. Only after the appointment was successful could they participate in the lucky draw at a specific time.
Not only is the process cumbersome, many users said at the time that GUCCI was engaged in hunger marketing, and the probability of drawing out the red envelope cover was so low that it was outrageous.
In stark contrast, it is much easier to get this year’s GUCCI red envelope cover. Users only need to watch the video to randomly pick out the red envelope cover. There are even many brands of red envelope covers that can only be shaken by shaking the phone. Many users said that this The difficulty is lower than collecting five blessings…
In addition, although there are still many brands that are still limited, they do not issue red envelopes at once, but continue to push red envelope covers the next day, which greatly increases the probability of users getting the cover.
02 Multiple ways to play, get the cover
The increase in the probability of users getting red envelope covers is not only related to the number of red envelope covers pushed by the brand, but also related to the way users get red envelope covers.
The operator found that this year, WeChat and brands have prepared three ways for users to obtain red envelope covers, which are hidden in the video account, Moments and Souyisou respectively.
1) Watch the video grab
First of all, users can get the WeChat red envelope cover when they watch the video account.
Brands have cooperated with WeChat to embed the cover of the WeChat red envelope in the short video. When users swipe the “New Year’s Egg” in the video, they can click to receive the brand’s red envelope cover.
However, it is worth noting that the cover of the red envelope is not all there is, and users may also get other brand wishes after clicking on the “New Year’s Egg”, such as interesting customized Spring Festival emoticons, and various New Year greetings.
Of course, if users really want the red envelope cover of a certain brand, they can also watch the video repeatedly and click on the “New Year’s Egg” repeatedly, thereby increasing the probability of getting their favorite cover.
Although the cover of the red envelope cannot be won in one draw, many brands have also implanted interesting jump links in the page. For example, after the user fails to receive the red envelope page, Nongfu Spring will guide the user to a second lottery draw, which is replaced by discount points. Cover, to attract users to deduct when placing an order.
In this way, it not only appeases the frustration of users who did not get the red envelope, but also can reach users with coupons and improve conversion efficiency. It can be called an excellent game that kills two birds with one stone.
2) Moments Shake
Secondly, users can also receive the WeChat red envelope cover when swiping Moments.
When the user encounters “shake out surprise” when swiping Moments again, he can extract the cover of the brand’s red envelope by “shaking the phone”.
After trying it out, the operator found that “shaking to grab the red envelope cover” is the best way to get the red envelope cover. , you can get the red envelope cover.
The operating agency and the partners around tried it, and everyone basically got their favorite cover within 3 times.
What’s more interesting is that by shaking it repeatedly, users also have the opportunity to unlock a hidden surprise – a double red envelope cover.
What does that mean? To put it simply, users can get two red envelope covers at a time, one for themselves, and the other can be forwarded to friends by clicking.
Source: WeChat red envelope cover
3) Search for brands
Finally, if users want to get the most WeChat red envelopes in a short period of time, they can also directly search and enter “WeChat red envelopes” in WeChat.
Users can directly enter the red envelope special session. Not only can the brand’s red envelope opening time be clearly seen at a glance, but users can also intuitively see how many brands are pushing red envelope covers through different channels (search, video number, and shake).
No wonder some netizens lamented, “After entering Souyisou, it’s like turning on the red envelope reader. Wherever you want to order, friends no longer have to worry that I won’t be able to grab the red envelope!”.
If the user has a clear goal and has a brand red envelope cover that he likes, he can directly enter the brand keywords in Search, go to the brand’s super brand area to try his luck, and after receiving it, he can invite friends to grab the red envelope cover by sharing the password.
If the red envelopes have been collected that day, the brand will also implant other links on the red envelope collection page, and users will be able to see the brand’s latest event information immediately by clicking on it.
Take the skin care brand Fresh as an example. Fresh has added a jump link of “Learning about other brand activities” on the page where the red envelope cover has been received. Users can click to enter to see Fresh’s New Year flash sale posters and discounted prices for various gift boxes. Only 4.1% off, or even 3.4% off can be won, which can be called the “Luckin discount” in the skin care industry.
Watch the video to get the cover of the red envelope, swipe the circle of friends to shake the cover of the red envelope, and directly search for the cover of the brand’s red envelope. It can be said that this year’s WeChat has been fully occupied by the red envelopes of major brands.
03 Why are brands addicted to “WeChat red envelope marketing”?
Why brands are so obsessed with “WeChat red envelope marketing”, even almost a brand will come in to get a share, the operator believes that there are two main reasons:
First, the cover of the red envelope shortens the distance between the brand and the user.
The customization function of the WeChat red envelope cover gives the brand more freedom to play. For example, fast-selling brands like to bind the cover with the spokesperson, and luxury goods like to show their brand connotation through various artistic designs.
During the Spring Festival, a wide range of red envelope covers greatly satisfied users’ “philatelic psychology”. This is specifically reflected in the fact that some users frantically collect red envelope covers from favorite artists, and some users collect red envelope covers from major luxury goods.
“Collecting GUCCI is equivalent to owning GUCCI. People carry GUCCI and send red envelopes, and I send GUCCI cover red envelopes. We all have a good life,” commented a netizen.
The success of this kind of philatelic psychology is also reflected in the national collection of Alipay Wufu. The difference is that the cover of the red envelope relies on the super social APP WeChat, which is more like a social currency, and its circulation and spread are wider. The user, or the user who sends out the red envelope, inevitably increases the intimacy with the brand.
Not to mention, in order to get red envelopes, the operator who watched Estee Lauder advertisements N times was almost directly converted, and the distance between users and brands narrowed sharply…
Second, increase brand exposure at low cost.
Of course, the starting point of the brand must be to benefit. For brands, the Spring Festival holiday, when people all over the country are free, can be called a wave of super traffic pool. ).
How big is the traffic during the Spring Festival holiday? The report released by the Ministry of Industry and Information Technology pointed out that during the Spring Festival in 2022, the mobile Internet access traffic will reach 4.349 million TB, a year-on-year increase of 21.7%, and the growth rate has exceeded 20% for three consecutive years.
Everyone knows that there is a lot of traffic during the Spring Festival, so they squeezed their heads and smashed advertisements. In the past few years, in order to get exposure in a series of gala events such as the Spring Festival Gala, various companies have spent all their money…
However, for brands, WeChat red envelopes are a good opportunity to mobilize large traffic at a small cost.
On the one hand, we mentioned earlier that WeChat red envelopes have their own social currency attributes . In the case of meeting the individual needs of young people, the cover of brand red envelopes can rely on WeChat to spread quickly. In the past few years, many brands such as Bulgari and LV’s The cover of the red envelope has its own conditions-users need to register information, pay attention to the official account or fill out a questionnaire to receive it.
In this way, while the brand is attracting new users online, it can also accumulate a wave of user information, quickly establish user portraits, and serve for subsequent conversions.
On the other hand, the cover of the brand red envelope is often bound with its own advertisement, and this form of advertisement is also diversified.
For example, some brands will embed many jump links in the red envelope drawing page. When the user successfully receives the red envelope cover, Land Rover China will remind the user to pay attention to the video account and get more red envelope covers.
For another example, some brands, including Zhongan Insurance , GUCCI, etc., will directly embed the red envelope receiving opportunity in the advertising video. If users want to draw the red envelope cover, they need to repeatedly swipe the advertising videos of major brands.
In short, after several rounds of “bombing” of red envelope covers, users got the covers they wanted, and the brand got super high traffic.
Titanium Media mentioned in last year’s WeChat red envelope article that according to the official data of WeChat Souyisou Assistant, from December 24 to 27, 2021, 17 brands issued a total of 2.26 million red envelope covers through Souyisou, pulling a total of The search volume is about 18 million.
During the event period, the average daily brand traffic increased by 188 times week-on-week, and the average daily search volume of each participating brand was 328,000. Seven days after the event ended, the average daily traffic increased by 26 times, with a maximum increase of 205 times, and the traffic effect lasted for a long time.
The average daily traffic has increased by up to 205 times. With this data effect, it is no wonder that brands are rushing to release red envelope covers…
04 Epilogue
For the peak traffic period of the Spring Festival, big brands often rack their brains for marketing, but what confuses many brands is that the response may not be very good after the money is spent.
In the past few years, many luxury brands also designed many products that were not in line with the wishes of the Chinese people because of the forced Spring Festival marketing, which made users feel very uncomfortable.
But the WeChat red envelope cover, this very simple idea, combined with the Chinese tradition of giving red envelopes during the Spring Festival, catered to the behavior and habits of the Chinese people, and became the “sweet pastry” of all brands.
The operator thinks, in the final analysis, it is because the essence of traffic is people, and a marketing idea can only be accepted and disseminated by users from the perspective of users, thereby bringing huge traffic to the brand.
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This article comes from the WeChat public account “Operation Research Society” (ID: U_quan) , author: Yu Liyan, editor: Yang Peiwen, designer: Yan Tan Mengjie, 36 Krypton is authorized to publish.
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