Drone Friends Circle Test: What Happened on the 72-Hour Social Advertising Tour of Daji
On April 8th DJI Dajie Innovation, a pioneer of global flight imaging systems, launched a video ad in WeChat's Circle of Friends, sparking a discussion spree.
Daji advertises WeChat's Circle of Friends
Theme:“How do I make your journey full of surprises?”
Great Territory2016The next generation of Elf Phantom 4 uses a series of introductions to aerial cameras, pointing to flight, visual tracking, and perception avoidanceH5The screen will be“will see and thinkdrones”The brand's appeal is on full display,And.Hope.In this wayDrive more people to go offline brick-and-mortar stores to experience and buy.
For the outside world, Daji has been very mysterious, the previous famous way is basically "famous", for Wang Feng Zhang Ziyi wedding delivery "pigeon egg" ring, Golden Globe Award ceremony real-time transmission of aerial footage, Nepal 7.8 earthquake during the help rescue workers to draw a map of the disaster area, relying on these offline events, The Great Frontier frequently hit the headlines of science and technology, financial media. It is worth thinking about, a lot of big money-smashing brands are still in the road, the great frontier can do nothing but cure the wind and water, at this moment actively close to social advertising based on what considerations? How on earth did Tencent's social advertising platform attract this drone to land?
Precise digging+Social interaction, by way of social advertising zero distance to reach high-quality fans
The launch of Tencent's social advertising in Daji is a microcosm of verticals seeking marketing breakthroughs on social media. In Daji's marketing exploration, the demands of deep communication with potential users and the use of social big data to mine high-quality fans are interspersed.
At present, as a pioneer in the field of drones, Daji is also actively exploring the best channels for in-depth communication with users, with a deeper understanding of who is using the product, what users are concerned about, what feedback, and how brand reputation and other diverse information.
Dajie social advertising is trying to find an effective channel to interact with users, and in the era of mobile Internet, social advertising has become the best way to connect people, insight into user needs, with the help of communication between friends, connect emotions, connection effect. From the data point of view, the first launch of Daji in the circle of friends, the fan response is very strong, "drone", "Daji", "elf", "forced", "high-tech", "want to buy" and other keyword feedback is relatively large, triggering a wave of discussion. It can be said that the friends circle advertising rely on the social platform users anytime, anywhere with the brand or friends interaction, access to information, participate in topics and other advantages further highlighted, which is also a strong user engagement of advertising, a large number of accurate user comments continue to emerge the key factors.
The data also show that nearly 50% of the target population repeatedly read the ads more than 8 times, the love of advertising directly reflects the user loyalty, which means that the target population is very accurate, but also proves that Tencent social advertising in the realization of the real strength of the marketing model of product efficiency.
Behind Tencent's Social Ads: Targeted Precision,High-efficiency touch
In fact, the advertising of drones in Daji is a step-by-step issue for social media: typical vertical products, selling for about ten thousand yuan, target groups of people ... Based on these conditions, how to release the advertising budget to the most accurate people, while avoiding the purchased people, but also to maximize the completion of sales conversion, this is the big frontier to Tencent social advertising marketing topics.
In terms of delivery strategy, Tencent social advertising first aimed at high-consumer groups, made a new attempt in data mining, not only for the user circle of friends, but also with the public number further related, deep insight into user behavior, through cross-category mining for the big frontier targeted with high consumption capacity of the population. At the same time, considering that aerial photography and travel enthusiasts are one of the user groups of drones, through LBS targeting, Tencent's social advertising has further targeted high-end consumers in first- and second-tier cities who have been to Tibet, Xinjiang, Yunguichuan and other places, targeting tourism, outdoor and photography enthusiasts. Even on the JD.com platform, drone-type merchandise click, collection users have become direct users of daji.
Throughout the process, Tencent's social advertising user recognition and insight ability is highlighted, LBS targeting mechanism is perfected, through a wealth of data tags and matrix joint, so that advertising more accurately reach the potential users of the drone. The premise of all this is based on the return to the big border subscription number fans, that is, the existing fan base in the big border will not receive this ad, to ensure accurate targeting at the same time, every budget has a target.
Breaking the small circle layer spontaneous communication thinking style, high-end vertical brands can also be feng shui
From product design and functional experience to marketing techniques, every exploration in Daji seems to capture the hearts of consumers accurately. This time the launch of WeChat circle of friends, the success of Daji, but also for the vertical field of small circle layer of word-of-mouth spontaneous dissemination of high-end vertical brands to provide a marketing reference - even if the category is vertical, you can also seek a big breakthrough through social media.
Tencent's social advertising provides the soil for high-end vertical brands. More and more high-end vertical brands with unique taste but lack of basic exposure are benefiting from Tencent's social advertising platform, and low investment brings more exposure and interaction, and the entire social marketing ecosystem is more equitable.
The effect of Daji's attempt to promote Internet advertising exceeded expectations, especially Tencent's social advertising to people's interpretation and accuracy to impress Dajie.
Perhaps for Dajie, gradually jump out of those who once "proud" of the popular way, in a sense for it to create a greater stage, adapt to the new social trends, explore effective marketing channels, the accumulation of brand intangible assets, everything has just begun.
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