Marketing Background

In 2021, Henan has just experienced the 720 rainstorm and the epidemic in August. Most of the sales departments are closed. The entire real estate market in Henan is almost at a standstill. The ability of developers to obtain offline customer capital is almost zero, but they are facing greater competition in the upcoming industry peak season; Baidu Real Estate entered the Henan market for the first time, and it is more important to establish the industry development ability and market influence.

Marketing objectives

Provide efficient customer capital reserve for cooperative real estate enterprises, establish Baidu's reputation and influence in Henan real estate market, and reduce the threshold and difficulty of cooperation in the later stage.

Marketing program

1. The change trend of search data related to the real estate industry in 2020 and 2021 can be seen through Baidu Star Gazetteer. It is obvious that July and August have entered the slack season, and the attention has declined significantly; However, September and October is the peak season, so doing large-scale activities in July and August to accumulate high-quality customer funds for the project is conducive to offline transformation of the project in the peak season, which is more likely to impress customers and facilitate cooperation.

2. The demand comparison between focusing on "life" and focusing on "buying a house": life cannot be separated from "food, clothing, housing and transportation", and buying a house has become an important link to improve the quality of life; upgrading with the help of Baidu brand "Baidu makes life better" The popularity of singing will Good house, good home, good life Bind and output "Better Life, Good Room Festival" Investment promotion theme of the event

3. Ensure the launch effect of cooperative customers in all regions and cities, carry out crowd classification portraits, and customize background orientation plans for different products.

Innovation 1: Baidu has integrated its advantages and stood out from many friends' "House Buying Festival", From a city wide event to a national IP event.

Innovation 2: four major sectors of service, more forms of play, From an ordinary "group purchase" to a full link house purchase ceremony.

Innovation 3: Cooperate with Baidu APP Life Festival to radiate 13 cities and guide event fermentation , upgrading from an online house purchase promotion to a live C-end "life".

Innovation 4: The endorsement platform of local industry bigwigs helps activities break away from self entertainment , from commercial marketing activities to hot social topics.

Promote the spread of the festival in the region, and invite Wang Ning, the host of the program "Wang Ning Talks about Real Estate", and a 20-year senior commentator in the real estate industry; Bao Jie, the manager of Bao Jie's Business Theory, the chief planner of Zhengzhou Commercial Map, and the senior editor in chief of commercial real estate; Xiao Kai is the founder of City Light. With the help of the influence of these three people in the industry, the purpose of secondary communication can be achieved.

Baidu Henan Haofang Festival focuses on three core customized communication contents

PA RT1 - Preliminaries

Creative content creation, continuous warming up and voice for the event, and at the same time, online double ended topics, through KOL's fan appeal to strengthen the enthusiasm for participation in the event, and finally through Baidu brand products to open the port for participation in the event.

PART2 - Deep ploughing of cooperation projects

In combination with the four characteristic sections of the "Good House Festival", we will carry out a new round of intensive cultivation on the highlights, value points and promotion points of the cooperation project, so that the B end can fully display its product value, and the C end can fully participate in the whole link of house purchase, improve the effectiveness of clues, and further delineate accurate and high intention customers with the launch of Baidu effect products.

PA RT 3 - Impact of event fermentation promotion

It is deeply integrated with Baidu APP Life Festival, combined with the special nodes after the recovery of epidemic traffic, to create a "warm home road" event marketing campaign, radiating 13 cities, 9 cities and 6 counties, reaching the C-end life through various offline interactions, passing on the concept of "good house and good life", and providing sound support for the activity's continuous voice.

Marketing effect

The overall activity of "Baidu Henan Good Housing Festival" will be launched from September 6, 2021 to October 31, 2021, achieving 270 million+media exposure in all dimensions of multimedia, 27 cooperative customers, 16 million+Baidu&Weibo social media customized topic dissemination and reading, and fan coverage of more than 3.97 million. This activity broke the circle strongly and ignited the market. It can be said that a textbook level case facing the new trend has been made to achieve brand city phenomenal communication, and clearly display real estate projects in the form of content marketing+creative expression. Baidu Real Estate is constantly innovating in the development and aspires to be the "driver" of online real estate marketing.

Award presentation

• Won the 2022 Baixiang Changli Competition - [Integrated Marketing · Silver Award]