Marketing Background

After the Spring Festival, the recruitment market flow and various workplace demands have come into full swing. The flow has been rising in the golden, silver and silver four periods. The workplace nodes contain huge commercial value. The demands of B-end enterprises and C-end users on workplace topics have risen sharply.

Under the current media environment, B-end brand attaches importance to node marketing, and competitive media such as Tiaoyin and Fasthand carry out multiple innovative marketing node activities; According to its own characteristics, it will highlight the marketing encirclement and create node marketing belonging to its own workplace IP. Through customized investment promotion cooperation, explore business growth points and help improve performance. Through workplace node marketing, we can display brand culture, clarify brand image, create platform influence, and comprehensively enhance business value.

Marketing objectives

1. Short term goal: to spread the exposure and influence of existing projects.

2. Long term goal: deep cultivation of project recruitment industry ecology and precipitation of content.  

Marketing program

Investment promotion strategy: upgrade marketing channels to achieve full link marketing

Customized non-standard market activity resources+commercial product integration in the workplace dream season, focusing on recruitment, law and vocational education industries, and promoting business performance improvement

Full scene integrated marketing, deep link between B end and C end, smart marketing to leverage volume

1. Warm up period:

·Strong output of UGC content in the main venue of workplace IP, new lottery playing method, and accurate coverage of the crowd

·Baidu full media matrix strongly exposed, spreading the influence of workplace IP

·Social marketing: trigger strong fission

·Resource integration: strong exposure of outdoor media and full use of internal resources

2. Detonation period

·Live interview: BTV host Yuanyuan, together with workplace dream officer, has a strong output of hard core content

·20+media continued to expose, interpret and infiltrate workplace IP, and spread influence

Marketing effect

Investment promotion achievements: 8 cross-border brands are linked, and the completion rate of investment promotion revenue is 416%

Effect summary: integrate the resources of the whole platform, deeply cultivate the ecology of the recruitment industry, create a market phenomenon IP, and be recognized by experts from the Radio, Film and Television Bureau

Project exposure: more than 60 million

Search the main venue: millions of exposures

Live viewing: nearly 200000

Award presentation

• Won the 2022 Baixiang Chengchangli Competition - [Integrated Marketing · Bronze Award]