Marketing Background

Jimmy has many years of experience in Baidu, mainly in the form of adding flour. Among them, its main whitening and spot lightening products have a huge sales volume on the e-commerce platform. With the rapid development of Baidu e-commerce in 2021, it ushers in the opportunity of Jimmy's transformation and increment in Baidu. Combining the "X+Y" model of Baidu e-commerce, it has successfully built a transformation chain from Jimmy's mobile ecological foundation to in-depth e-commerce research. In March 2022, affected by the social environment, the overall account consumption is unstable and the cost is high.

Marketing objectives

Reduce costs and increase efficiency, optimize the whole chain of Jimidu stores, solve the pain points of launching, double consumption and reduce costs.

Marketing program

Insight: full chain insight into consumer path, mining user needs and pain points, and positioning core issues and opportunities

Strategy: Break down one by one from account to creativity

Execution: Duxiaodian+Stargazing Disc, open the whole chain closed loop, and comprehensively improve the effect

1. Account level: targeted diversification+differentiated delivery

2. With the precipitation of the brand assets of the Star gazing board, AIA's marketing crowd is stratified, digging deeply into user behavior links and intentions, matching crowd preferences, and carrying out refined hierarchical marketing.

2.1 Give full play to the IP advantages of celebrities and snipe at people with opportunities

Use the influence of brand+celebrity to attract users' attention, realize the whole process from grass planting to grass pulling in the store, and realize closed-loop marketing.

2.2 Highlight the principle and whitening effect of spot lightening, and improve the transformation of intended crowd

Focus on the pain points of target users, highlight the efficacy of products/methods, and stimulate users' desire for understanding.

2.3 Target group code to be seated, and promotion of transformation with discount

 According to user attributes, insight into in-depth needs, take advantage of Mother's Day holiday marketing, and promote users to take immediate action with discounts.

3. Apply the whole network assistance model of the stargazing disk to improve the traffic recall, obtain more, more accurate and higher conversion rate target users, increase the competitiveness of accounts, and promote consumption.

Marketing effect

After the optimization and adjustment of investment, the year-on-year consumption in April increased by more than 20%, and the overall cost decreased by more than 21%. At the same time, the optimization of creative materials increased the click rate by 2% and the conversion rate by 1.5%, summarized the types of high-quality materials, and formed a material update mechanism.

Award presentation

• Won the 2022 Baixiang Changli Competition - [Operation Service · Gold Award]