At the end of 2023, with an article《 Palace Museum Culture Year of the Dragon Red envelope cover The launch of the article on the public account of "Falling, Slow Hands", the original 10000 red envelope covers were robbed instantly, and the number of readers quickly exceeded 100000+. Less than two weeks later, the official flagship store of the Palace Museum Culture, the public account, gained 117000 followers. More than two months after the end of this activity, these new users have spontaneously purchased 240000+apps. As a result, the per capita cost of this activity is less than 0.2 yuan, and the 60 day ROI (input-output ratio) is as high as 11.6.

This is Baishi Interactive Team operate The 7th year of the Palace Museum Cultural Project and the 4th year of planning WeChat Red Packet Reward for Fans.

On the surface, this activity is very simple: a public account tweet, two WeChat red envelope covers, and a flash group. The activity path is also the most concise way to follow the public account - send password, click the link to receive or add customer service WeChat - flash group to receive.

△ So

When many friends see this, they may think: because it is the cultural creation of the Forbidden City, fans will flock to it if they do some action! Like everyone else, I first sent this soul torture to President Rong during the interview.

"There is no doubt about the status and influence of cultural and creative products of the Forbidden City in the hearts of fans. Because of this foundation, it is not so difficult to design some activities to simply activate fans, but we hope that more users can spontaneously spread the information beyond activating existing users, and more unfamiliar users can learn about cultural and creative products of the Forbidden City from this? Can we form a more enthusiastic and hot activity effect? If there is no large-scale launch, it needs to really mobilize the emotions of private domain users. "

"The Spring Festival bonus package is a good opportunity to try because users have both cognition and habit, and it implies emotional value and social value."

How did this red envelope cover activity mobilize user sentiment at a low cost? How to know who your users are, how to gain insight into users and design emotional points before mobilizing emotions? This article will give you an in-depth analysis. There are many dry goods. It is suggested to pay attention, praise, collect and taste them slowly.

First of all, we advance the distribution time of the red envelope cover.

Most businesses are used to sending red envelope covers a week or two before the Spring Festival. This time, we chose to cover the New Year's Day and the Lunar New Year, so we released the public account article of red envelope covers on Christmas Day in advance. The thinking point of this design is:

This year is the Year of the Dragon, the first time in 60 years. The meaning of the dragon is very good in the hearts of Chinese people. Everyone can be said to be waiting for the Year of the Dragon. If you can feel the atmosphere of the Year of the Dragon earlier, you will be happy, and naturally more willing to share this joy with people around you.

New Year's Day has three days off for weekends. Although it is not the Lunar New Year, the three-day holiday is enough to give everyone a sense of relaxation in advance. At this time, the red envelope cover of the New Year is just in time.

Advance time can effectively avoid the competition of other brands' "red packet wholesale" in the same period.

Secondly, do your homework on the design of the red envelope cover. Based on the understanding of the users of the Forbidden City culture, we believe that the motivation of spontaneous communication largely comes from the value satisfaction in the social scene, which needs to have cultural connotation and reflect personal taste. Therefore, the moral and emotion conveyed by the red envelope cover is the key.

Based on this idea, the designer has designed two red envelope covers, "Wanfu Jirui" and "Wanfu Jirui pendant", combining the nine dragon walls of the Forbidden City and the dragon elements of existing cultural and creative products. One is grand and the other is lively and flexible. First, the emotional value is fully filled through pictures. Then, through the public account article, it introduces the etiquette and custom inspired by "celebrating the Chinese New Year in the Forbidden City" and the "clouds rise and dragons fly" hanging decorations, which have the meaning of joy and happiness.

When users give and receive red envelopes, a layer of blessing transmission containing traditional culture and elements is superimposed. With this layer of emotion, users are more willing to use and spread, which will naturally cause ripples fission 。

△ Two

Finally, fission paths are designed hierarchically.

We have planned two fission paths for different users: the first is simple and direct collection of public accounts, which is more suitable for public users, and a cover is issued; The other one is to get it from flash mobs, and have the opportunity to get two covers, which is more suitable for users who are more active and willing to interact. After path differentiation, users can make choices according to their own preferences, without forcing or replacing, and always User experience First.

The active selection and grouping of users is also conducive to the team's subsequent hierarchical and targeted operations: public users mainly use public accounts and small app store links, and more users come to us to reduce interference; On this basis, highly active users superimpose circle of friends and a small number of 1V1 scenarios, increase active operations, and further refine user tags. While meeting the needs of different users, more fully use operational resources.

There is no fancy routine, nor annoying strong promotion. In the two months from Christmas to the Spring Festival, these new users have naturally generated more than 240000 purchases in the applet mall.

On the surface, this activity is very simple, but in fact, there are many points hidden in the planning (the second and third parts of this article reveal the secrets for you). actually, The Baishi Interactive team has always advocated that the deeper the insight, the simpler the play, and the more friendly to users.

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The Forbidden City receives 20 million tourists every year. Who is willing to pay for cultural and creative products? Who will become a long-term user of the Palace Museum Cultural Creativity? What are the portraits of millions of fans in the private domain of the Forbidden City culture?

During the more than seven years of operating the official flagship store project of the Forbidden City Culture, these issues have been repeatedly discussed and pondered by the Baishi Interactive team, that is, user insights, which are hidden behind the planning but not visible, but crucial to the results.

After trying many methods and various efforts (see the third part of this article for details), we finally understand the private domain users of the Forbidden City culture as three categories:

1. Students: college students, high school students, mainly buy products with low customer list, high appearance and strong national style, such as handbags, stationery, national style accessories, etc;

2. Workplace white-collar workers: self use oriented, practical, personalized and differentiated design products, such as canvas bags, mugs, umbrellas, etc;

3. Government, enterprise and business people: foreign enterprises, state-owned enterprises and other enterprises and institutions purchase cultural products of the Forbidden City mainly for business gifts, such as tea sets, tableware sets, scarves, etc.

With these three types of user portraits, it will be clear at what nodes, what features of products to choose, and what types of activities to carry out. For example:

● Spring Festival scenes

The above three customer groups all have the cognition and habit of giving or receiving red envelopes. If some cultural attributes can be added to the activities, such as red envelope covers with national style aesthetics and cultural implications, it will additionally meet the social needs of customers, which is likely to split.

Therefore, all natural nodes with red envelope gifts are important new nodes in the private domain of the Forbidden City culture every year. With the help of red envelope communication, we can achieve twice the result with half the effort; Expanding to Mother's Day, Father's Day and Double Ninth Festival, it can also continuously strengthen users' minds and gradually cultivate their habits.

● Dragon Boat Festival and Mid Autumn Festival

The Dragon Boat Festival and Mid Autumn Festival are traditional gift nodes. Employee benefits, partner/customer visits, and gifts from relatives and friends are all in demand, so they are the peak purchase periods for the third type of government, enterprise, and business users. The operation team will sort out the product characteristics around different gift objects: the cultural meaning of gift box, the implied meaning of product selection, design inspiration, applicable objects, etc., and help government, enterprise and business people quickly and accurately select appropriate gifts through these contents.

Therefore, before the Dragon Boat Festival and the Mid Autumn Festival, the private domain of the Forbidden City culture will output a large amount of content, which will be delivered to users through public account tweets, WeChat friends circle, centralized purchase tag 1V1 communication and other ways to help users complete their purchases.

● Scene of the middle school and college entrance examination in June and July

Many projects don't feel much about this scene, which is especially valuable for the private domain of the Forbidden City culture. Because our first class of user student groups will have a very core emotional demand at this time - pass every exam.

With this insight, since 21 years ago, the operation team of Baishi Interactive has carried out fission and innovation activities with the "Golden List" series products as benefits in May and June every year. As long as a certain number of friends are invited, they can get this small stationery suit with unique meaning for free or at a low price.

Facts have proved that this activity really meets the emotional needs of students and parents. After ten years of hard work, everyone hopes to be successful at this critical point in life. Therefore, they are very happy to forward the activities and pull their relatives and friends to participate together. Compared with the stationery itself, this activity solves their wish to "win a lottery".

△ The Palace Museum culture "Golden List" stationery set and new posters

"So, we should not only let users have a good experience, but also let the brand gain good reputation and good data results. It is really not just a superficial way of playing. If we only analyze the way of playing, any operation activity is not complicated, even very simple. Simplicity is the yardstick we often use in our internal planning: the game is too complicated for users to understand. Can you simplify it a bit? "

"Because Baishi interactive services are all projects that focus on user experience and brand, the team should be very restrained when planning play methods, and the need to exert force is an insight that cannot be seen from the surface of play methods. The deeper the insight, the simpler the play methods, and the better the effect." President Rong mentioned it repeatedly in the interview.

It not only requires a lot of accumulation, but also needs to think out of the conventional way. There are many methods. Here are two methods that have been used in the operation of the Forbidden City cultural project:

1、 Users Data analysis 。

By disassembling the background data of the Palace Museum Cultural Youzan Shopping Mall, we obtained several key information from the user's active period, region, receiving address, product type and other data: schools (high schools, university towns), and the corresponding products are mostly notebooks, hand account stationery, etc; For the office buildings in first and second tier cities such as Beijing, Shanghai, Guangzhou and Shenzhen, the corresponding products are mostly insulation cups and canvas bags that meet the daily needs; There is also a class of suits mostly purchased by foreign enterprises, state-owned enterprises and other enterprises and institutions, with high customer orders and large quantities, such as tea set suits, tableware suits, etc. Therefore, for the first time, we stratified the users of the Forbidden City culture and summarized the three types of users mentioned above.

2、 Data can't give us an answer. We have gained a deeper, more intuitive and more warm cognition through the activity of experience officer.

So far, the Palace Museum Culture has carried out eight sessions of experience official activities, from inviting users to visit the Palace Museum offline to experience the beauty of cultural and creative products, or to participate in the development of sunny umbrellas, to launching online activities such as Dragon Boat Festival Zongzi tasting, tenon and mortise decorative painting DIY. Through the experience, feedback and output of different themes, different nodes, and different products, we can more accurately understand that:

Why do they buy the products of the Forbidden City culture? When will they want to buy products of the Forbidden City culture? What are their preferences and usage habits? What are the unmet needs and product needs that have not been developed.

△ The official feedback of the Dragon Boat Festival Zongzi experience of the Forbidden City culture, through the evaluation of real users, the product reputation has also been further spread

It is also through many face-to-face in-depth communication with different users that we learned that they pay attention to the culture of the Forbidden City. Behind the purchase of products, they like the national style design, exquisite workmanship of the Forbidden City culture and the profound traditional culture behind it. The price is more affordable than ordinary luxury goods. Whenever they want to celebrate special festivals and express their blessings, It naturally reminds me of the cultural creativity in the Forbidden City as a gift for relatives and friends.

As a result, we can deeply understand the importance of gift attributes and social attributes of cultural and creative products in the Forbidden City in the minds of users, as well as the important mind that there is a relatively large demand in festival nodes. This also determines that we should focus on the Spring Festival, Dragon Boat Festival, Mid Autumn Festival, Parents' Day, High School Entrance Examination and other important festival nodes Marketing Action, and focus on the development of products corresponding to the festival.

Use data to obtain user portraits, verify data through activities, and fill in the needs that data cannot perceive in the experience officer's activities. It is precisely this way that repeated exploration and testing, insight and action are linked, can complete a comprehensive user needs analysis, obtain rational and emotional dual cognition, so as to gain more and more user goodwill, and achieve the continuous fission of sales and reputation.

In addition to the two methods mentioned in the cultural and creative project of the Forbidden City, it is also very important to look at various industry data and industry reports. The insight of the children's English book project mentioned earlier comes from here; In addition, It is also very helpful to carry out customer research, observe customers in the store, read customer comments on the details page, and leave real customer messages on social media. However, each method requires long-term accumulation and some specific perspectives. In Drucker's words, "opportunities are external."

When we look at these data, reports and content, we are more from the perspective of market opportunities and unmet needs of users than from the perspective of internal fait accompli and cost accounting.

Taking the experience of the official law that continues to be carried out in the private domain of the official flagship store of the Palace Museum Culture as an example, we share five key points for gaining accurate insight.

Which enterprises are suitable for the experience officer activity?

1. Enterprises that want to gain product insight can help product innovation, or select the best products from the selection, such as the example of Xianghe Bobo shop we shared earlier (please click here to review);

2. Enterprises hoping to gain brand insight can help them understand the reasons behind customers' purchase of products and the true positioning of brands in customers' hearts;

3. Enterprises that hope to increase stickiness with core customers, increase interaction opportunities and strengthen user relations through activities.

What should be paid attention to in the activity of experience officer?

1. Select a user.

Loyal customers who give priority to brands can only get effective opinions and suggestions based on customers' understanding of the company's products and recognition of the company's brand, and truly help us get accurate product insights.

△ Recruitment requirements for Daji Fulu tenon and mortise decorative painting experience officer

2. Select products.

Select appropriate products as experience items according to the purpose of the activity. If you want to gain product insight, you should take out the products in the research and development stage or new products that need to be promoted to experience, so as to understand the true feedback of users, help product improvement or get new product dissemination; If you want to gain brand insight or increase the stickiness of core customers, you should take out the blockbuster products that best reflect the brand characteristics or enterprise strength, so as to play an effective role in publicity, achieve the purpose of strengthening the brand concept and improving product awareness (in addition, the product should take free experience as the major premise, and any product that requires money will affect the user's experience).

3. Content.

Plan appropriate online or offline activity processes, and the copywriting design can reflect the brand tonality, with more temperature and less commercial flavor; The theme design should focus on the output of emotional value or social value, rather than simply emphasizing welfare; In the process of activities, more user experience product display links (such as photos, videos, interviews, etc.) should be added to deepen users' willingness to spread activities and products.

△ So

4. Attach importance to the spiritual incentive of the experience officer.

Through the combination of emotional value and material rewards, we can make the experience process more ritual. Make use of the community to activate users, and improve the enthusiasm and sense of experience of the experience officer to participate in activities through the opening ceremony, self introduction, official interaction, daily lottery and other detailed link settings; Respond to the suggestions put forward by the experience officer in a timely manner. The adopted suggestions can be re encouraged by additional rewards. If the suggestions are not adopted, the feedback should also be timely to explain why they are not adopted.

Taking the Forbidden City culture as an example, every time an experience officer activity is held, the public account carries out early recruitment, list publication, experience officer introduction, experience feedback and official interaction in the form of tweets, so as to make the whole process open and transparent, and feel full of ceremonies. Users who have received full attention naturally have more favorable feelings towards the brand, and are more willing to cooperate with the brand in product promotion and brand communication. For experienced users who have participated in the experience officer activity, the Palace Museum Culture will regularly release the stories of users and the Palace Museum, strengthen the relationship between users and brands through warm content, link from high-quality products to emotional value gradually, and truly capture the hearts of users.

△ pair

5. Do it repeatedly, adjust the direction, expand the relationship and gain new insights.

For enterprises, the experience officer should be a long-term and repeated action. In the process of enterprise growth, service upgrading, and product updating, the experience officer should constantly invite users to experience and feedback, so that the innovation direction of enterprises in products, services, and marketing is more accurate, production ratio is more efficient, and enterprises can gain greater competitiveness in the industry.

In 2018, Baishi Interactive cooperated with the Forbidden City culture to continuously optimize the operation strategy, gradually build an official flagship store of the Forbidden City culture with rich content and comprehensive functions, become a benchmark for cultural and creative industries, and sell more than 1 million sets of explosive products in total. In addition, it also cooperated with the continuous optimization of cultural and creative products in the Forbidden City to establish in-depth and close interaction with more and more fans, Create a healthy and sustainable operation mode for the Forbidden City culture.

The Forbidden City is a national treasure, and the culture of the Forbidden City is the top in the cultural and creative circle. Its words and deeds have been widely followed and imitated. The requirement of Baishi Interactive is that its marketing planning should be worthy of the brand status and user preference.

Today's market environment and enterprise growth mode are also very different from those in previous years. Facing more cautious and rational consumers and extremely involute industry competition, More and more enterprises want to achieve sound development, focusing on the user life cycle rather than blindly pulling new ones, and focusing on profits and super users rather than growth rate or sales volume has become the active choice of more and more enterprises, which is also the way we believe to operate for a longer time.

These choices require enterprises to think from the bottom of the business to make changes, and at the same time start to upgrade, reconstruct and integrate the original operating systems, such as: product system, service system, activity system (i.e. Marketing Calendar), content system, member points system, store digital promotion enabling system, organizational structure and team upgrading.

These changes are trends and inevitable. Rather than waiting to be forced to face challenges, we should take the initiative to seize opportunities first.

More advanced private domain models such as user demand insight, user habit cultivation, KOC/KOS/KOP global communication are all ways to help enterprises better understand users and achieve sound development. Baishi Interaction has been deeply rooted in WeChat ecology for 10 years, and has served the Forbidden City culture, Jiade Art Center, Prince Kung's Mansion Museum, Wangfujing Group, Guoxin Group (real estate&big health) In the process of brand customers such as Bairuiyuan Medlar, we have gradually formed a set of unique methodology and accumulated rich practical experience. We hope to contribute our own strength to those enterprises that really care about users and attach importance to users, deeply accompany and grow, and achieve a century old brand.

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