content mainly uses the June 18 case of a beauty and skin care brand to explain how to use cloud maps to empower expert marketing, integrate brand advertising and effect advertising, and thus build a conversion link. Among them, the expert marketing part is the focus. The explanation is divided into five parts, namely project background marketing solutions, project execution, project summary and case highlights.
1. Project background
An international skin care brand customer, his full face eye cream has a certain reputation in the market, is cost-effective, and is deeply loved by students. It is the brand's main eye cream. In the 618 event, by integrating expert marketing, brand advertising and performance advertising resources, expand the product’s influence in the audience and promote purchases throughout the project. The customer’s demand is how to integrate high-quality media resources and provide cooperation between inside and outside the site. During the 618 promotion, we can maximize exposure and reputation, thereby promoting product conversion. Based on customer demands, the project goal of dismantling is:
1, with a reasonable layout of on-site and off-site media resource combinations.
2. High traffic exposure penetrates the minds of users.
3. Accurately reach the target population.
4. Content and product value output drive conversion.
The entire project cycle is 4.15th to 6.18th. The overall strategy is to build a 360-degree full-domain conversion platform. The budget affects the overall project planning of the point pile laying diffusion of other platforms.
2. Marketing solution
efficiently covers users with ultra-high frequency and boot advertisements within the Douyin platform, and conducts diversified content communication through expert marketing, which deeply affects users. Finally, we continuously reach the target audience with effect advertising, improve traffic conversion, and ultimately achieve the goal from traffic to retaining users. How to efficiently cover users
Note: The picture comes from the screenshot of Juliangxue
First, through the cloud map's regular advertising analysis, in terms of the number of people reaching and exposure of advertisements, this brand is much lower than the average value of competitors, almost one-fifth of the average value of competitors. In the case of insufficient exposure, in order to efficiently cover users, large-scale exposure advertisements such as top and open-screen are planned for the brand. These exposed user data will flow back to the cloud map to form brand assets. In the later stage, experts and performance marketing can be used to more accurately reach target users and deeply influence their minds. When choosing TikTok top domain and open-screen advertising, the first thing to consider is the four aspects of the exposure ability, content, creativity, interactive experience and advertising environment of the top domain. This advertising format can seamlessly connect information flow content and have a more immersive interactive experience, maximizing the brand's extreme. The open-screen advertisement covers Douyin, Volcano, Xigua Video and Toutiao, and can penetrate multiple vertical circle scenes and maximize brand exposure.
Note: The picture comes from Douyin screenshot
3. Project execution
When the goal of efficiently covering the user is achieved. Consider how to deeply influence users, and before this, conduct in-depth research on the content of various competitors on the market. Five of the main competitor information are selected for summary, and compare them from six dimensions from product selling points, core components, price communication, keywords, namely this negative comment, to explore the communication keywords of this brand product, and use the negative comments of competitors to communicate the advantages of this product in a targeted manner. Through the social data tools developed by Yuntu and Qunyi, the keyword popularity of these competitors is analyzed.
Note: The picture comes from the screenshot of Juliangxue
See the fine lines desalination effect emphasized by competitor a is effectively conveyed to the audience, and his negative reviews are mainly focused on side effects other than the main recommendation effect. For example, for products such as eye-sting and tingling, the word exercise in the nickname vividly highlights its efficacy and is the most successful memory point and conjunction.
Competitive B eye cream category, the communication of old leading products mostly focuses on product status. With high psychological awareness among the public, there are many specific evaluations of products involved. Focusing on anti-aging and moisturizing keywords, the awareness of new selling points and anti-blue light is gradually increasing. His negative comments are mainly about side effects and sense of use.
Note: The picture comes from Douyin screenshot
Competitive C is a new representative of domestic products. Thanks to the overall marketing advantages of the brand, Competitive C has a very good reputation.The product's massage head design allows the black technology label to highlight the product nickname, and also makes it easy for consumers to remember and search. At the same time, there are marketing bound to competitor b and competitor a products, but there are fewer keywords about product effectiveness. It was found that the cost-effectiveness label of competitor c was quite prominent, and there were almost no negative reviews.
Competitor D's outstanding praise. Losing dark circles and evaluations. It is worth noting that this evaluation is well formulated. This shows that the product does not have the lack of use of other explosive products, and there are few negative reviews of this product. A competitor product has a relatively novel design. The iron, thermal energy, platinum, etc. in the keywords of rechargeable and electric thermal energy products effectively occupy the minds of consumers. The product has a good reputation, mainly focusing on efficacy evaluation and sense of use. After in-depth research on the situation of multiple competitors, we classified them with emerging trends, category problems, successful communication points, etc. with the competitors' unique categories. Based on the above dimensions, it was found that the overall communication strategy of competitors in planting grass on social platforms can be roughly summarized into eye cream. The effect is the basic, the cost-effectiveness is the advantage, and innovative communication is the key. Taking advantage of the situation to play cards is a shortcut. You can break through with a good sense of use, and unique ingredients can add points. So we get the overall communication strategy of this brand. In terms of competitors, you can take advantage of the popularity of competitors and reach the audience. The flat-bottomed purple iron focuses on cost-effectiveness and makes up for the lack of use of competitors.
usage scenarios
will explore actual audience scenarios such as staying up late and output real reputation. In terms of functional ingredients, we highlight the exclusive ingredients and technology of the product, strengthen professional and effective image, and ultimately enhance the awareness of the brand's full-face eye cream, and drive new customer conversions for the core target audience. Through cloud map analysis, the core target audience is mainly exquisite mothers and new white-collar workers, who are the main group of small shop purchases. The new skin care main target audience is summarized, and the trend is pursued for the style and enjoyment, explore the characteristics of interest, and the main groups of people who pay attention to fashion and home life are tagged as trend followers, storage experts, health experts and ingredient parties. When analyzing the behavioral preferences of the target audience, they found that when searching for products, they mainly search for category words and efficacy words, and they have a high content stickiness to beauty teachers and food experts, and are keen on watching live broadcasts. Among these eye cream products shared and commented on by target audiences, intuitive user experience is the most mentioned seven dimensions that are the most mentioned. Their effects are focused on moisturizing and hydrating, removing dark circles and reducing fine lines. The use scenarios are mainly about staying up late and skin states.
Note: The picture comes from Douyin screenshot
After analyzing the behavioral preferences and content preferences of competitor target groups, we deeply explore the cloud map data capabilities, and effectively match the target groups with experts, which are generally divided into four steps.
First, through the cloud map, initially select experts who meet the target population. It is to refine the content of experts and accurately target the circle. Then, the experts are weighted and sorted based on the indicators, and finally, the experts are refined and screened through cloud maps and artificially
4. Project summary
First, it captures and classifies content related to social platform categories, further refines the content and subdivides the circles, mainly divided into beauty, skin care, vertical circles and fashion life circles, beauty, skin care vertical circles, and three categories, skin care common sense, popular science skin care product evaluation and skin care product usage records. Then the tag segmentation will continue. This allows you to more accurately target different subdivided circles. Based on the indicators, the weighted score and sorting of experts is to normalize the one-star chart grass planting index to zero-one interval. 2. The two indicators are weighted to the similarity of the interactive population and the similarity of fans. Finally, based on the detailed data of experts provided by Yuntu, a detailed evaluation was conducted from the content, style, content, quality, quotation and schedule of reposting and likes over 30 days to screen out the final list of experts.
The following are examples of high-quality experts on the Douyin platform and examples of recommended anchors for beauty, skin care and goods. Finally, corresponding communication strategies will be formulated for experts from different circles, such as beauty and skin care, circle skin care knowledge, popular skin care product evaluation and skin care product usage experience, and skin care knowledge popularization will be further subdivided into knowledge lecture halls and beauty studios.Skin care product evaluation is divided into research institutions and individuals to test the affordable home in the fashion life circle in its atmosphere, life tips and family. Communication, etc. The above is an overall planning idea of how to combine cloud map tools to use diversified content communication in expert marketing to enhance the awareness of the target audience. How to combine cloud maps to continuously reach target users through performance advertising and improve traffic conversion. The general idea is to select people through cloud maps, add intelligent model to place
Note: The picture comes from the screenshot of the giant science
. The placement is mainly divided into three stages, the cold start learning period, the optimization testing period and the mature transformation period. In the cold start stage, the target population attribute label transparency and volume optimization test period is based on the target population attribute label. The population is segmented according to the content preferences of old customers in small shops, natural content touchpoints of people, product population experts, fans, live broadcast theme groups and e-commerce theme groups, so as to test the optimal population plan. In the mature transformation period, the budget for high-quality population plans will be increased. Close the underperforming group and plan to reserve twenty sets of high-quality elemental materials before the creative materials of the performance advertising are put into use. It is used for testing and post-mixed new products. When it is officially released, mixed clipping materials will be made according to the needs, and mixed clippings will be performed according to the placement performance to supplement the materials. There are about three to five mixed clips every week, and later, the combination of original sound and mixed clipping will be used to deal with the problem of material decline and not exceeding the amount. Video type is suitable for celebrities. The promotion of scene dramas for the population broadcast, and calls for mixed and cut materials to be mixed and placed, using native materials and a combination of various forms to avoid single material forms, actor display scenes and selling points, and high repetition. It is recommended to use vertical videos. If there is horizontal material, you need to maximize the use of the video up and down space to add copywriting that highlights product selling points and promotional interests, strive to add purchases, guide information, guide customers to click and jump, and promote conversion. Grasp the golden ten seconds, first ten seconds of the video, the plot should be captured, and the selling points should be prominent, so it should not be too many. Each video material highlights two to three selling points, and you can use e-commerce magnets or picture magnet promotion cards to guide users to interact with the video and promote conversion. It is the overall idea of project planning and is the project execution part. In the execution process, the focus will be on how to jointly promote brand advertising, expert marketing and results. In the early stage of advertising, when the traffic cost is relatively low, use large exposure to expand the brand population assets as much as possible.
is approaching 618 in the middle and late period, and the traffic cost is relatively high. You can use expert marketing and effects, refined advertising operations, and precise brand audiences to target the target circle to improve traffic conversion efficiency. The data from each marketing link will eventually flow back to the cloud map and settle into brand data assets. It can be used to guide the next marketing activity. For example, people with high interest and unpurchased products can become the main target group of people in the next grass planting activity. During the execution process, each marketing link is also linked. During the testing phase, netizens’ comments and feedback can be collected. High-quality expert grass content with good interactive performance in natural running volume can be used as creative material for effect advertising. After the performance advertising test, the content of experts with high conversion rates wants to further spread through hot content promotion to form a brand-specific social communication point.
Note: The picture comes from the screenshot of Juliangxue
Content communication execution time point is generally April, warm-up period. The main communication point is knowledge and practical information, and education explains the functions of the product thoroughly. The main content is the knowledge lecture hall, May is the diffusion period, and emotional communication is used to expand the circle. The main content is travel and vacation. At the end of May and early June, the detonation period was the detonation period, and the same products of celebrities were brought out in combination with celebrity hot spots, and combined with laboratory evaluation records, forming a dual endorsement between celebrities and professional institutions. During the June 18th period, high-efficiency eye cream was implanted through soft workplace pain points during the transformation period, which remedyed overtime and stayed up late and dark circles, formed word-of-mouth transmission, and directly hit consumer pain points to form transformation. During the execution process, control the timing of dissemination, and heat high-quality expert materials through content hot promotion to break the circle and guide the transformation.
5. Case highlights
Note: The picture comes from the screenshot of Juliangxue
Since the event was launched, the number of people covering this brand has gradually increased.The average of the comparison brand was basically tied between the end of May and early June, and the number of people covered in February and March has improved significantly. During the event, the average search volume of e-commerce. The nearly three times the test flight activity period, especially close to the continuous launch during June 18, has caused the search index to rise steadily and achieve significant results. As of June 19, a total of twenty-day messages were generated, with a message rate of 28%. The waist expert performed the best in the input-output ratio, with an average of 0.8, the tail cpm performed the best, the average of 19.65, the head cpa performed the best, and the average of 0.4 is one order. The single-player interaction volume performed well, with eight videos ranked first among the single-player historical video interaction volume.
