National Day Golden Week passenger traffic exceeded 110,000, customer-customized stickers reached 376,900, and the total number of clicks on the event reached more than 60 million... Please put away your surprised chin, this is DSM's "Cute Tiktok Fashion Festival" "The shock it brought. Trendy entertainment is the youngest trendy culture today, and it is also the "magic tool" for attracting customers in large shopping malls.
After serving an entire generation of young people, most traditional shopping malls are facing the crisis of rapidly losing their appeal to a new generation of consumers. As a new "blueprint" under the concept of experiential business in Wuhan, DSM Shopping Center inevitably faces the question of how to capture young consumers.
During the National Day Golden Week, Wuhan DSM Shopping Center had more than 30,000 visitors. Even the well-known local attraction Yellow Crane Tower had only 49,000 visitors that day. Judging from the usage of Faceu cute stickers, the total exposure of DSM's customized Faceu cute stickers reached 376,900 times, and the total usage of stickers reached 53,953; in terms of event communication exposure, Faceu cute stickers, Douyin and Toutiao The total number of clicks such as opening the screen is as high as more than 60 million. Let’s take a look at how this Internet celebrity commercial landmark was created.
Awakening Wuhan's exquisite literature and art, the business DNA of trendy technology
When "checking in" has become a consumption habit of people, for emerging commercial real estate projects, through themed IP activities, they can achieve the purpose of igniting passenger flow, breaking circles, and shaping tonality. Only by cultivating more "Internet celebrity" landmarks or IPs that meet social needs can consumers achieve widespread and conscious dissemination in their personal social circles, thereby expanding commercial value and influence, and ultimately achieving both "fame and profit" .
During the "Cute Tik Tok Festival", DSM Shopping Center became one of the holy places for young people to check in. Faceu’s first show in Hubei, three major themed carnivals, and surprise appearances by million-level Douyin masters, it can definitely be called a gathering place for young people’s trendy entertainment. Among them, in the "BGM Fun Plan", Douyin millionaire Akira airborne to play music live; in " Outstanding Youth Development Story", Niu Yinuo led an excellent youth group to DIC to perform a different YOUNG! "Trendy Street Action", you can unlock cool video gameplay while shopping, and easily get a new trendy "vision"; "Meet and Greet with Qiaohu", watch Qiaohu mini dramas for free, play Qiaohu interactive games for free, and get exclusive gifts from Qiaohu Free delivery, a carnival for children! Cute Baby Cycling Competition, a childlike battle! The "Beauty and the Beast" stage play, a fantastic cross-dressing show, a parent-child market, and a cute photo spot make it a happy place for trendy dads and hot moms to check in.
"Shake-shooting Fashion Festival" has also become a new tool for shopping malls to attract customers. The direct purpose of all activities is to focus on Douyin experts and other people, trigger a large number of offline people to participate in interactive activities, greatly increase the passenger flow of DSM Shopping Center, and expose major brands in the shopping mall on a large scale. Arouse consumers' good offline shopping experience. At the same time, the photos taken by the participants of the event through the Faceu Ji Meng camera were uploaded to platforms such as Douyin, , Toutiao, , etc., forming a new closed loop of offline and online interaction, and relevant brand information was displayed in an all-round way.
Establishing a circle culture and demonstrating DSM's unique tone
For young people to check in, they essentially declare their recognition of values and lifestyles. Young Millennials have a strong sense of belonging to the culture of their circle. An important factor in shopping mall operations is emotion. If you want to increase customer stickiness, you must design experience scene activities based on "emotional temperature".
Douyin master’s inspiration to young people attracted huge crowds to the fashion festival. For example, if you invite an outstanding youth group, its fan base reaches more than 4 million; @akira is a natural volume fan with 3.916 million fans. Others such as @哈美, @松美, etc. are also extremely popular among fans. These people have accumulated The fan coverage reached 9 million. Their presence played a positive role in the spread of public opinion at the trendy play festival. At the same time, the Douyin screen opening, the Toutiao screen opening and the Toutiao information flow multi-product combination jointly launched a strong exposure. The whole city announced that more The information of this trendy play festival was disseminated from different angles and through multiple channels, which enhanced the brand image of DSM.
In order to increase the conversion rate based on customer traffic, the organizers of Doubai Fashion Festival also unlocked new gameplay to effectively promote conversions. First of all, we use resources such as screen opening and information flow advertisements to expand exposure and issue a call for trendy and cute friends. At the same time, it was announced that a popular Douyin expert would come to DSM to create a photo guide for Faceu, a photo-shooting spot for cute internet celebrities, and send invitations to fans. Through these activities, the promotional information of major anchor store brands and other information are cleverly conveyed to consumers to ensure that they increase their shopping conversion rate.
Since DSM is positioned as a center of trendy art, this Doubao Fashion Festival is committed to highlighting its brand tone through relevant marketing activities. As a new tool for attracting customers in shopping malls, FaceuBot’s first commercial exhibition injected technological elements into DSM. The FaceuBot interactive camera device contains a variety of stickers, and participants can download photos to their mobile phones by following the customer's official account. Among the 10 stickers, there is a DSM customized sticker. There is no doubt that these stickers are spread along with the photos of participants on major social platforms including Douyin. In addition, FaceuBot intelligent big data can also analyze the shopping mall passenger flow and customer group index, analyze the photography habits of people of different age groups, and enhance the understanding of DSM customer group preferences. Through this event, the brand keywords of DSM Shopping Center have undergone major changes. Before the cooperation, the keywords were still around the opening. After the cooperation, the brand focused on fashion, trends, landmarks and other brand keywords that are more in line with its own positioning. .
Massive Engine Marketing Methodology Boosts and Sets the Benchmark for Offline Store Marketing
The reason why this Doubao Fashion Festival has achieved such dazzling results is that its various activities are promoted based on the Massive Engine Marketing Methodology.
"Intra-domain" resource aggregation doubled the communication effect.
Focusing on DSM's needs, the organizer conducted cross-border exploration of the platform resources of Faceu, Douyin, and Toutiao, thus achieving three bumper harvests in word-of-mouth, customer flow, and traffic. For example, from the perspective of traffic drainage, Douyin experts airborne to DSM, and Faceu cute stickers were uploaded to Douyin and Toutiao through the fermentation of the event, which greatly increased the volume of the event. This is an advantage that ordinary offline activities cannot match; from In terms of communication, Douyin and Toutiao widely disseminated event solicitation orders and related brand information, and DSM's own related platforms also cooperated to amplify the communication intensity in a geometric progression.
Traffic "offline" diversion, stimulating store participation
Douyin master "offline" appeared in DSM, hiding Douyin peripheral gifts in six major stores, and calling on users to come and look for them by posting treasure-hiding videos Gifts, through this method, can attract offline traffic to the store. In addition, Douyin masters also filmed videos of DSM store visits, demonstrated the DSM Faceu cute photo experience area, and invited the public to come and check in. As a result, this move triggered an explosion of massive UGC videos, and the videos added DSM POI positioning. Only the official matrix account of the Excellent Youth League released more than 20 videos, with the highest number of likes reaching 14,000. The secondary spread promoted fermentation, and finally the spread rate across the entire network reached a record high. This combination of online and offline has fully opened up the barriers between the two previous channels and unleashed their respective advantages to the greatest extent. Both DSM's brand visibility and store conversion rates have been truly improved. .
This Doubao Fashion Festival event also pays special attention to protecting the rights and interests of customers, and puts the improvement of marketing conversion rate at the forefront. Fresh gameplay methods such as trendy player guides and cute friend solicitation orders are designed to simultaneously increase store traffic and promote conversions; optimize marketing components, and aggregate live video dissemination on DSM Douyin Enterprise Account and DSM Douyin POI Store to attract traffic , assisting DSM One Piece's large-scale IP exhibition online ticket sales, directly hitting the circle to promote conversion. The spread of DSM's customized stickers has also greatly improved the market visibility and clarity of the DSM brand itself.
