First, decode love, born players
November 10, Jingdong computer digital fans welfare day came as expected, this activity, to "decode love, natural player treasure reward" as the theme, around the field of science and technology digital topics, multi-platform and red joint campaign, caused attention boom. Jingdong computer digital video number live broadcast linkage products are mainly computer and digital, covering notebook computers, educational tablets, memory hard disks, printers, projectors, headphones/headphones, digital accessories and other major categories. Of course, there are exclusive benefits for fans of science and technology digital ready, H5 interactive game officially launched on November 6, "Test what kind of technology players you are", by answering questions related to computer digital, test what kind of players you are, generate posters to share the circle of friends, and set the jump button, diversion to Jingdong computer digital wechat video number. On November 10, digital fans can also enjoy the benefits of a large number of popular brand subsidies and digital products directly reduced to full value or large coupons. In addition, during the live broadcast, Olympic champion Zou Shiming drove to the game and opened the interactive game lucky draw with the technology and digital fans to get high-quality digital brand gift bags, cash red envelopes and other special pet benefits. Before and after the event, JD Computer & Digital has always been able to understand consumer needs and strive to provide high-quality electronic products and high-quality online shopping experience for every computer and digital fan, so as to further penetrate into the hearts of consumers, arouse user resonance, and further enhance brand stickability.
The early stage of the decoding of love activities mainly outside the station, the station in the form of resource linkage for publicity, first by the Olympic champion Zou Shiming in the Weibo platform to open the topic of preheating, live 3 days countdown short video to drive the fan base to "decode love born players" topic of the whole network spread, then the platform millions of fans KOL, KOC and Jingdong station head of the red to detonate the topic. During the whole warm-up process of the activity, through the integration and utilization of resources on Weibo, wechat, offline ladder media and other platforms, at the same time with the Olympic champion Zou Shiming and the major KOL topic related content sharing series communication chain, to achieve the full drainage of publicity effect. A series of marketing actions, not only triggered the heat, but also make digital fans fully feel the 11.11 another grand welfare carnival, but also to achieve a greater range of potential fans to reach.
Second, the integration of resources outside the station to preheat the topic
This activity outside the station warm-up to Weibo, wechat, offline ladder media and other platforms for marketing positions. The wechat official account has been launched in advance on Fun H5, with the theme of "Decoding the Treasure of loving natural Players", to stimulate users to interact by generating personalized posters through fun tests, and to trigger a new round of marketing through guidance and sharing. As of November 10, the Fun H5 test had 3.4 million + participants.
On November 9th, the wechat official account sent out a tweet of "Decoding the Treasure of Loving Natural Players" to preview the event, which combined the product preview with fans' welfare and linked the booking link into the long text and text, fully simplifying the steps for users to participate in the event and providing better drainage effect for the event. By the end of the event, the number of views of the tweet had reached 8w+.
November 9 by Jingdong computer digital video number to take the lead in the release of preheating video, then 8-bit video number technology blogger released live trailer vlog@Jingdong computer digital, diversion to Jingdong computer digital video number. Wechat circle of friends and community to put drainage, guide transaction, preferential strength and interest point strong exposure, multi-directional, multi-channel, multi-form coverage, attract users to participate. On the eve of the broadcast, the number of likes of video number activity trailer video reached 2w+.
On the Weibo platform, Olympic champion Zou Shiming, sports fashion blogger Zhao Yinong, and Jingdong celebrity anchor Han Shoutou first opened the topic on Weibo to warm up the topic, and released the related video content of "Decoding the Treasure of love natural Players" to spread the whole network, with the total exposure of 15 people w+, since then by the platform of 60 million fans KOL, KOC further exploded the topic, in the process of topic heat explosion continues to deepen the theme, at the same time attracted the Olympic champion, sports fashion fan group attention, crowning the user led by the fan group also participated in the activity, cause higher heat, for the live preheating.
Among them, the total exposure of the topic "Decoding the Treasure Reward of loving natural Players" exceeded 516 w+, and the real-time interactive discussion volume of Weibo exceeded 6.8 w+; The video views of grass growing on other platforms outside the station reached 60w+.
On November 10, a total of 1,360 ladder media were released in super first-tier cities such as Beijing, Guangzhou and Shenzhen to rebroadcast the live broadcast in real time, triggering online and offline linkage and strong exposure. Total offline traffic (person-time) reached 4 w+.
Iii. Layout of high-quality resources in the station
This activity takes JD computer digital video number as the main position and carries out 5-hour live broadcast. By 01:00 on November 11, the total number of viewers of the live broadcast exceeded 50W, the maximum number of online viewers reached 1.5w+, and the cumulative number of likes reached 13.1 w+.
Different from the past is that the live broadcast set up a new gameplay link, corresponding to the Jingdong computer digital products new at the same time, blood champion + red anchor "hardcore fun" creative play, create a strong interactive atmosphere in the broadcast room, in addition to pumping "digital brand gift bag" link, digital brand gift bag, cash red packet pumping! The rich game interaction and welfare distribution links attracted a large number of users led by Olympic champions and red fans to enter the broadcast room and participate in the activities. After that, users spontaneously shared and forwarded the fission, to achieve the maximum amount of marketing voice.
During the live broadcast, the "hardcore fun" segment of the Olympic champion and celebrity anchors once pushed the atmosphere to a climax. The anchors immersed in the joyful game segment always did not forget to interact with the audience and fully publicized the theme of this activity, strengthening the concept of Jingdong computer digital activation silent users, awakening the soul of digital players, prompting users to have the desire to buy and at the same time Create a "treasure reward" welfare atmosphere, encourage and guide ordinary consumers to potential fans.
Iv. Summary
In this activity, Jingdong computer digital insight into the diversified inner needs of digital players, around the theme of "decoding love, treasure of natural players great appreciation", through the multi-channel joint campaign, will be in line with the digital players "interesting, valuable, affordable" new concept of consumption into the mind of users, and in-depth communication with users, to further awaken users "soul of love ", with love as the driving development, the users will sublimate to "decode love, natural player treasure reward" concept guide, continue to output innovative gameplay, constantly optimize the content of the video number, committed to let more users can enjoy the new life experience brought by science and technology digital and let users feel the real digital charm, for love coronation!
