High ROI launch guide | 3 ways to optimize brief and improve brand effect

Brief That is, work briefing, which is proposed for planning, media and talents Marketing Written document of launch demand, A high-quality brief plays a key role in improving the overall effect of brand launch 。 If you haven't seen any improvement in your previous launch, you can use these three steps to optimize the Brief, and use the replicable traffic formula to accurately improve the ROI of your launch, so as to realize the rapid growth of the brand launch effect.

01

Do you have these contents in your Brief?

Five basic elements of a brief

A standard brief covering Brand introduction, product introduction, content direction, picture/video shooting requirements, release requirements 5 aspects, each of which is subdivided into several small points.

Figure 1 Thousand melon data

During the follow-up launch of the brand CPE High and low, the content that users pay more attention to is extracted from multiple dimensions, which is the focus of Brief optimization in this article. We analyze and optimize the product selling points in the product introduction, the note content form in the content direction, and the scene words in the keywords to Quotations from Chairman Mao Zedong Brief of brand optimization to provide reference for improving the overall ROI of subsequent launch.

Figure 1 Thousand melon data

02

Optimization direction of note content form

Better sharing and tutorials

The business cooperation notes on the Little Red Book are mostly in the form of evaluation, VLOG, tutorial, sharing and science popularization.

Different forms of note content can produce different communication effects. Summarize the grass planting notes of the previous period or check the competitive products, which can intuitively reflect the user's preferences through CPE, as the basis for the key optimization of Brief.

Taking Snail Lion Powder brand "Chou Bao" as an example, thousand melon data shows that the brand launched 77 business notes from January 1 to 31, 2022.

Figure 1 Thousand melon data - popular notes

Among them, the number of shared notes accounted for the highest, reaching 35%; The second is the evaluation form and the tutorial form, with the same number of notes; The proportion of CPE value of each note content form shows that the CPE of shared notes is the lowest, and that of tutorial notes is the second. From the data of the launch effect, the Brief of the food and beverage industry will focus on the deployment and sharing of notes.

Figure 1 Thousand melon data

So, what are the advantages of sharing formal notes?

Taking the business note "Eating Snail Powder Today, Fried Eggs with Cheese Balls and Fried Chicken Legs" of the waist expert Li Zi's solar eclipse as an example, this video note has received 20800 interactions. Among the top 10 hot words in the review, snail powder appears most frequently, Using this intuitive and simple note form to plant food products can more accurately reach the target users.

Among the top 10 hot words in the review, snail powder appears more frequently, which shows that users have been successfully planting grass. Therefore, for the food and beverage industry, more talents are encouraged to share good things in the Brief, which is conducive to rapid grass planting.

Figure 1 Thousand melon data - note details

Shared notes can obtain lower CPE in most industries, such as shampoo, skin care, mother and baby industries.

On January 28, 2022, Ulike Hair Remover's business note "Catching a Kiwi Fruit - Surprisingly, the sound of shaving is so comfortable" shared the whole process of hair removal in the video, and gained more than 8000 interactions.

This is not an example. Qiangua data shows that during the period from January 1 to 31, 2022, Xiaohongshu brand Ulike launched 22+business notes related to Ulike hair remover. Among them, shared notes accounted for 39%, with the lowest CPE data of 2.31.   It can be seen that depilators and other products can be better used in Brief to focus on sharing notes.

Figure 1 Thousand melon data

For the skin care industry, in addition to sharing notes, tutorial notes are easier to obtain lower CPE.

Taking the skin care brand "Lancome" as an example, thousand melon data shows that the brand has launched 64 business notes from January 1 to 31, 2022. Among them, the number of shared notes accounts for the highest proportion, while the number of notes ranks second in the number of tutorial notes, while CPE is the lowest, and the delivery effect is better.

Figure 1 Thousand melon data

We take the business note "Facial Yoga Scrapping | Improving Tear Grooves, Dharma Veins, and Puppet Veins" by Nana, the leader of the waist talent witch, as an example. This note has yielded 31600 interactions. The talent takes the detailed teaching steps, first the tear groove, then the Dharma Veins, and finally the puppet pattern for demonstration teaching.

Take notes in the form of tutorials, Users can not only understand the knowledge of facial care, but also get the correct process teaching of skin care, reduce the threshold for users to use the product, and reduce barriers to consumer decision-making.

03

What scenarios can better meet user needs

Mining potential demand scenarios of users

With the continuous enrichment of user needs, the scenarios for users to use the product are more extensive. In addition to vertical grass planting, the content direction of 2.0~3.0 grass planting in Brief is also an important part of brand promotion. Stimulate more potential users through the layout of weakly related content and divergent content, which requires the brand to more fully explore users' potential demand scenarios in the early stage and optimize the scenario words in Brief.

Immersion scene makes food more attractive

Qiangua data shows that from January 1 to 31, 2022, the food and beverage brand Zaibao planted grass and snail powder on the Xiaohongshu platform, focusing on four use scenarios: Snail powder for immersion, late night, home, dinner and dormitory.

The CPE value of its use scenario shows that the scene of immersive eating snails powder has the highest proportion of distribution, and the CPE is the lowest.

Figure 1 Thousand melon data

On January 8, the book of "The Man with the Waist" pear eclipse used an immersive scene to show the whole process of eating snail powder. With the clear radio effect and attractive food pictures, users had a stronger generation experience. Comments like "I like watching you eat so much, I want to eat so much", "I'm so greedy", "I'm so greedy" and so on, It can be seen that users are infected by the "immersive" sensory experience of talent, and have a strong desire for consumption.

Self service scene highlights the portability of beauty instrument

Qiangua data shows that during the period from January 1 to 31, 2022, the shampoo brand Ulike planted grass depilators on the Xiaohongshu platform, focusing on four use scenarios: Hair removal at home, daily body care, immersion bath, New Year gift for girlfriend.

The use scene layout shows that the depilation scene at home accounts for the highest proportion, up to 46%, followed by daily body care, up to 36%.

Figure 1 Thousand melon data

On January 30, in the business note "Daily skin care is beautiful for the Spring Festival" by the head talent Sun Yining is, the talent mainly emphasized that the Ulike hair remover is suitable for hair removal at home, effectively reaching the user's itch point: the trouble and time of going to the beauty salon. The overall CPE of grass planting in the home depilation scenario is also lower. It can be seen that users are very concerned about how to complete depilation at home by themselves. Therefore, in the subsequent Brief, we can focus on the deployment of home related scenario words.

Pain spot scenario directly hits the demand of functional skin care

Qiangua data shows that from January 1 to 31, 2022, skin care brand Lancome has arranged five use scenarios on the Xiaohongshu platform: Staying up late for skin care, sharing good things, Lancome New Year's Day, first aid for beauty at the end of the year, skin care in autumn and winter.

The scene layout and the corresponding CPE value show that the effect of note delivery in the skin care scene of staying up late is the best.

Figure 1 Thousand melon data

On January 16, in the business note "Three Moves to Say Goodbye to Staying up Late? South Korea Ernie Teaches You to Save a Broken Face" related to Lancome Jingjing Pure Face Cream, the young generation was in urgent need of skin care because of their habit of staying up late frequently at parties and work.

It has aroused wide resonance among users. The words "stay up late", "skin", "recommendation" and so on in the top 10 comment hot words appear more frequently, which shows that it has effectively grasped users' pain points, attracted users' attention and activated their potential needs. In the subsequent launch of Brief, the deployment of scenario words related to staying up late can be further strengthened.

04

Which products are more eye-catching

Optimize product selling points to impress precise users

In the later stage, the selling points of the product need to be confirmed by the market and adjusted through user feedback. Thoroughly explore the product selling points, optimize the brand brief, and focus on the product selling point layout in the later launch.

On January 13, the business note "Stinky Snail Powder+Fried Eggs" laid out a number of product selling points, including "sufficient ingredients" in terms of quantity, "sour and hot soup" and "rich soup" in terms of taste.

Figure 1 Thousand melon data

Through the description of each selling point in the video by the expert, the user can quickly obtain the product information and accelerate the user's grass planting decision. In this note review, we can see that many users have expressed that they have been successfully planted grass: "it really smells good", "I am greedy", "I go home after reading three packs" and other comments.

In Ulike Hair Remover's business notes, the brand focuses on the presentation and description of selling points such as the structure, experience and efficacy of the layout product: the structure of the sapphire outlet, the feeling of ice and cool, and the ability to improve the dull skin in addition to hair removal.

Figure 1 Thousand melon data

On January 30, the commercial note "Daily skin care is beautiful for the Spring Festival" presented the selling points of the Ulike hair remover one by one: a close shot of the "sapphire light outlet" of the hair remover, highlighting the high quality selling points of the product by describing the feeling of "ice cold and comfortable" after the use of the product, and the effect of "smoother skin, darker skin" after multiple uses.

It can be seen from the user's strong intention to plant grass, such as "Buy it right now! I have also been planting grass for a long time and have been watching the lessons of the hair removal instrument recently", The detailed presentation of selling points in the notes has moved some precise users and even helped them make decisions.

Figure 1 Thousand melon data - note details

On January 23, the famous KOLEnndme's business note "One hundred reasons for not going out at weekends" laid out the selling point of Lancome Jingchun Pure Cream: 50 times Jingchun Yongsheng Rose Condensation; "Bose gene promoting collagen regeneration"; "Antioxidant Baichi flower seed oil". Main efficacy: it can activate cell activity, accelerate cell rejuvenation, achieve "root anti-aging", and promote the anti-aging concept of "the best time for anti-aging is when you are young, followed by now".

Figure 1 Thousand melon data

Layout the selling points of Lancome Jingjing Pure Cream from multiple dimensions to deepen users' impression of the product. In the note comments, many users paid attention to the selling points of "anti-aging", "light cream ice cream texture", "moisturizing", etc.

Among the top 10 hot words in the comments, "Lancome", "support", "cream" and other words appear more frequently, which shows that users have been grassed by the content of this note. Therefore, the brand optimization brief focuses on the deployment of selling points such as root anti-aging, ice cream texture, and no emulsification, so as to shape users' minds.

Figure 1 Thousand melon data - note details

05

summary

For Xiaohongshu brand, continuous optimization of Brief through user feedback is one of the important directions to achieve the growth of overall brand effect. Analyze what users are more interested in through the three dimensions of product presentation, product use scenarios, and product selling points.

No matter in the form of sharing, VLOG, professional science popularization and other forms, Layout various note presentation forms according to product characteristics and user feedback And focus on optimizing the form that users pay more attention to in Brief.

Layout of product use scenarios is an important creative direction of content marketing 2.0~3.0 , integrate the product into the scene, optimize the content of Brief through user interaction, comments and other feedback, and deeply penetrate the user demand scene.

The focus of the product selling points in the brand brief comes from whether it can solve the pain points of most users By arranging the selling points of products such as composition, usage and five senses in the notes, we can extract some content that is more attractive to users, which is one of the directions of Brief to be optimized.