Alipay
Case name: Alipay Koi Marketing
Time: October 2018
Introduction: Alipay launched the campaign on Weibo In a lottery event, one lucky person will be selected to receive a global free gift package, which includes gifts from hundreds of merchants at home and abroad.
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Because the prize content of the event is quite high, only one person can be selected, and it happens to be during the National Day holiday, and the major cooperative merchants also One after another came to promote themselves. In total, it attracted more than 3 million netizens to forward it and received more than 200 million exposures.
Alipay’s koi marketing this time combines its own brand influence with the popular reposting of koi memes, and then cooperates with major merchants to create gimmicks. It is a very smart campaign in itself. A low-cost marketing plan, and finally brought a million-level communication effect.
Pinduoduo
Case Name: Pinduoduo Bargaining Marketing
Introduction: Users share products from Pinduoduo to friends for bargaining. When the price of the product reaches 0 Yuanshi, users can get the product for free.
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This kind of fission can not only promote a high sharing rate, but also achieve a high conversion volume. On the surface, if the price is reduced to 0 yuan, the merchant will suffer a loss, but in fact, it is very difficult to "cut" to free. It is often the merchant and Pinduoduo who gain high exposure and harvest a large number of sinking users.
Three Squirrels
Case Name: Three Squirrels Customer Service Marketing
Introduction: Three Squirrels was first famous not for its nuts, but for its cute services. Three Squirrels' customer service is different from Taobao's "friendly" culture, and they affectionately refer to customers as "owners." Based on the user experience, Three Squirrels also divided the pre-sales customer service into fresh, artistic and youthful groups, and the heart-wrenching group.
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These marketing methods positioned at the target consumer groups greatly satisfy customers' consumption experience. In addition, they also strengthen the brand image and let customers hear The word "master" reminds me of three squirrels.