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In other words, we need to design the form of communication from an early stage to ensure that our activities have the motivation and value for users to share them in their circle of friends and social media. Let me summarize the secret of “spending a little money and doing big things” in brand self-propagation. First, we still need to start from our own assets to deeply explore differentiated value and materials. But this value and material must be needed and recognized by users. Don't be impressed by yourself - for example, I think my technology is very good, but is "technology" something that users can directly feel as "good" and feel important? maybe not. Second, we must combine "interests" or "emotions". If it's difficult to combine, start over from step one. [size=14.6667px]
[size=14.6667px] Third, make “self-propagation” one of your success criteria from the beginning of the project, so that the design of the entire project process is more conducive to “self-propagation”. Case 2: NetEase Cloud So, there was a case of cooperation with Nongfu Spring. In terms of results, the cooperation between NetEase Cloud and Nongfu Spring is very successful. We have obtained more than 100 million (bottles) of exposure, as well as 10,000+ terminal exposure resources in the channels where Nongfu Spring is located in the streets and alleys. The conversion rate of cooperative TVC has reached 2 times the conversion efficiency of ordinary TVC, and the self-propagation India Car Owner Phone Number List [size=14.6667px][size=14.6667px]rate has also reached 30%. And for all this, NetEase spent a budget of 10,000 yuan, which is a very cost-effective cooperation. In this case, what I mainly want to analyze is how to do brand co-branding and how to do it with high ROI. Although we now think that the NetEase Cloud brand is good, in 2016, compared with behemoths like Nongfu Spring, NetEase Cloud Music was very "niche". To "climb" Nongfu Spring, we must be like [size=14.6667px] Mexico WhatsApp Number Data [size=14.6667px] We dig into the needs of our partners as carefully as we dig into the needs of users, and use our own advantages to meet them. This kind of in-depth digging requires not the transmission and exchange of information, but in-depth communication and research - this information does not necessarily come directly from the brand. Through market research, we discovered a piece of information: People generally think that Nongfu Spring is good, but it lacks change. It has red and white bottles every year, which is not as dynamic as many young brands. The popularity of Nongfu Spring is not as high as that of Hou and Houzhong. Nongfu Spring is facing the challenge of brand aging. It just so happens that NetEase is the favorite music platform for young people. Nongfu Spring's cooperation with us can win back the goodwill and recognition of young consumers. This is a point that impresses Nongfu Spring.
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[size=14.6667px] Another deeper point is Nongfu Spring’s brand cooperation decision. On the one hand, the rights belong to the brand, and on the other hand, the distributors. We made a demo of the new co-branded packaging and went to distributors to see their feedback. They think it's very good, and they predict that such packaging will sell better, which will give a very positive and strong signal to the Nongfu Spring brand. It’s true that we may not be big enough in the early stages of our business. But this does not prevent us from "climbing" larger brands and traffic. As long as we dig deep into the needs of our partners and find the key points that make them feel worthy of cooperation, we will also have a chance. But this kind of "climbing" must be combined with our advantages and needs - so choosing who to cooperate with must be "smart". From my point of view, the real "win-win" is a kind of packaging for one's own victory. We must get more of what we want at a smaller cost - but this kind of victory for both sides is not mutually exclusive. . Case 3: A key insight in a desperate situation, NetEase Cloud gained tens of millions of new users on Douyin. I would like to focus on this next case. This project took place between 2011 and 2018, which was also the period when NetEase Cloud was cornered by Goose Factory Music Copyright. The project I ran to attract new users from Douyin to NetEase Cloud achieved a total of about 10,000 new users in one year, and the cost per user was yuan. So far, it is really difficult to see such a low-cost case (I bought it at the time The cost of volume is one user yuan). In addition, the project’s next-day retention rate reaches %, which is basically about twice that of other general channels. Although it is low cost to attract new users, the users are of high quality. This case can be discussed in four steps.
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發表於 2024-2-20 14:20:12