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The GMV of the three-day live broadcast exceeded 10 million, and Dad Tang leveraged the huge amount of local promotion to create a new business model

The GMV of the three-day live broadcast exceeded 10 million, and Dad Tang leveraged the huge amount of local promotion to create a new business model


As a super platform with more than 600 million daily active users, rich traffic and massive content, Douyin has become a must-choice for local life service businesses to explore new possibilities for business growth. To this end, the local consumer business center of Huge Engine launched the “2022 Hundred Gold Plan”. From the perspective of local operations, it will focus on opening stores and business tracks for customers in industries such as “catering, wine and travel, and shopping” covered by Douyin’s life services. , set up the “Hundred Gold Merchants Selection Award”, and help thousands of local merchants to jointly explore the way of online transformation and operation by exploring and expanding the traditional “business breaking situation” and expanding the business model that can be used for business scale scenarios. Today we will give you an actual case study, dismantling how the “hundred gold merchant” Daddy Candy opened up a new business situation with the help of a huge amount of local push.

1. The basic situation of Dad’s sugar toast

Papa Candy Toast is a bakery brand with handmade toast as its main product. It is the top 1 in the domestic toast subdivision track. At present, Papa Candy has more than 350 stores (including franchises) across the country.

Papa Candy celebrates its anniversary & brand day on August 8 every year. In the past, it rewarded customers with a 12% discount in offline stores. In 2022, Papa Tang will carry out in-depth cooperation with Giant Engine to shift the main focus of the brand day activities to Douyin online, and create a big promotion for the brand Bigday through Douyin to store marketing live broadcast + brand marketing + expert delivery of goods. .

This big promotion is centered on the detonation of the #88 breakfast festival topic, with “BGC-PGC-UGC-integration precipitation” as the content strategy, through a series of Douyin marketing actions and product integration, on August 6th – August 8th During the live broadcast of the brand, the total GMV of the live broadcast room exceeded 11.4 million, and the single live broadcast sprinted to No. 1 in the national brand weekly list. The specific strategy model is as follows.

2. Huge amount of local push strategy

1. Upgrade the brand-exclusive #88 Breakfast Festival topic and create a brand content symbol

In order to achieve the goal of planting grass in the minds of users and greatly promoting GMV growth, the platform assists merchants to lay the topic of #88 Breakfast Festival on the Douyin client, decorate and configure the exclusive style of Paddy Candy, attract high-quality content aggregation with topical events, and cooperate with the traffic strategy to realize the topic It detonated and started the name of Papa Candy’s “National Breakfast”.

2. High-quality content + rich gameplay, creating a combination of cross-circle grass planting

Papa Tang’s Douyin enterprise account took the lead in attacking, with the topic #88 Breakfast Festival, a series of videos were released to precipitate content, and the official voice was blown to warm up the big promotion;

At the same time, join hands with the platform to upgrade the #88 Breakfast Festival to a national mission on Douyin. Participating users will combine local special breakfasts with the “88 Breakfast Festival” in the form of breakfast scenes and Douyin hot stalks, and promote the topic content to quickly break the circle;

In addition to the layout experts exploring the store, there are also a large number of star map experts such as parent-child mother and baby, funny plot, beauty, fitness and other KOL fancy interpretations of #88 Breakfast Festival, deepening the memory of the big promotion information. Through BGC+PGC+UGC to achieve the goal of cross-circle grass planting.

3. A huge amount of local commercial traffic is boosted, and the whole platform attracts traffic to detonate the live broadcast of Bigday

(1) Live broadcast strategy

Taking the brand product concept as the theme of the live broadcast, solgan is embedded in the advertising materials such as patch visuals in the live broadcast room to highlight the core selling points, deepen users’ awareness of the brand, and combine the exposure of the live broadcast room to create the brand’s first online live broadcast marketing.

(2) Product strategy

Intensify discounts for group products, combine GMV-oriented live broadcast gameplay, and use the multi-flavor combination mode of products to make customers have more choices and make it easier to place orders; when a certain flavor is out of stock, other products can be used In lieu of write-offs.

(3) Delivery strategy

– Utilize the huge amount of local push crowd and the ability of regional targeted delivery, finely delineate the target group, and maximize the effectiveness of delivery;

– Extend the prime time of broadcasting by deploying and launching, and help increase natural traffic;

– Tiered bidding, testing the volume threshold;

– According to the real-time ROI of the plan and the intensity of competition in the market, it will be adjusted by time period.

The data shows that through the huge amount of local promotion of commercial traffic, the Papa Candy brand’s promotion of live broadcast has achieved multiple benefits:

– Improve viewing: After the broadcast, the number of viewers continued to increase, and the inflection point time was successfully extended to 1.5 hours, which was 50% higher than that of ordinary businesses. The number of viewers reached 10,000+ for the first time;

– Stable conversion: Advertising ROI is higher than the industry market, and the production ratio has increased by 1.3 times compared with the July market;

– Precipitation: The audience brought by commercial traffic is more accurate. The brand’s large-scale live broadcast has added 120,000 fans to the brand’s Douyin enterprise account, of which 50,000 fans came from commercial traffic, accounting for 44%.

Today, brand promotion marketing is increasingly pursuing the multiple goals of “product, heart, and effect”. Neither pure sound volume or mental penetration can meet the business’s demands for business growth. On the way for local life service merchants to pursue effective transformation, accurate traffic sources are undoubtedly the key to saving budget and improving conversion efficiency, which is why the huge number of local promotions are favored by local merchants.



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