Tik Tok Double Eleven came to an end, and many brands gained good traffic through huge engine combination boxing. Behind the rapid growth of business is not only the brand's own strategy, but also the escort of massive engine tools. Let's take a look at the marketing methodology of this double eleven brand from the strategic resumption of the following six brands.
Beauty trader AHC: Stand out on the cruelest track
In 20 18, AHC, which was acquired by Unilever, officially entered the China market and performed exceptionally well in this promotion, with a total GMV exceeding 20 million. During the double 1 1 period, the brand Tik Tok search index increased by 592% year-on-year; International beauty merchants peak self-broadcast list no.7 explosion B5 mask peak shock explosion list No.01.
AHC has made full preparations for the pre-Eleventh National Congress, and accumulated a certain number of consumer groups by using huge engine tools such as screen opening and content service, and transformed these groups into attractive brand 5A people with high-quality content.
From the first day AHC settled in Tik Tok, the brand attached great importance to the promotion of self-broadcasting. Every anchor in the AHC live room will be trained so that they can communicate with consumers in a unified way, and then through some attractive mechanisms, consumers will stay for a long time, and then they will become fans in the live room and do more in-depth operations.
Secondly, AHC will give priority to recommending new products to fans every time. In AHC's strategic cognition, these fans are all potential UGC. They know the brand and are willing to help the brand spread the content.
In addition, AHC also has a detailed plan for the self-broadcasting time. During the National Promotion of the Eleventh National Day, stick to 65438+1 October 20th, 165438+1October,165438+1October 65438,/kloc.
New maternal and infant brand Dykes: the business behind the explosion of 200,000 bottles
Among the maternal and child brands, Dykos grows at an amazing speed. During the Double Eleven period, Dacres's total brand GMV increased by 245% month-on-month, and the single-day live broadcast GMV exceeded 6.36 million, and 200,000 bottles of special cream were sold. In the maternal and child category, Dykos is the second brand in China to invest heavily in Tik Tok.
On the eve of planning to start the studio, the team made full use of the uniqueness of Tik Tok live broadcast ecology and had a good communication with users. First of all, Dykos cooperated with a large number of KOL and KOC to plant strong grass for Ma Bao people, penetrate into the user groups, complete the accumulation of original fans, and build the professional reputation of the brand.
Subsequently, Dykes used the crowd classification function in the huge cloud image to find KOC and KOL suitable for fermentation in Ma Bao circle, and distributed the related content to bloggers for the second time, so as to create the content and endorse the brand through their influence and professionalism.
During the live broadcast, Dacres will connect with well-known bloggers of mother and baby such as Penguin, and even invite bloggers to his live broadcast room. In addition, Dykos will also issue announcements through KOL live accounts in other vertical fields, which will enhance the brand's popularity in Tik Tok.
After accumulating a certain number of fans, Dykes reached a wider audience through massive star maps and precipitated brand user assets. Then, in cooperation with Qianchuan, the crowd bags precipitated in the background of the cloud image and the people who came into contact with the video were better put into the live broadcast room to realize the closed-loop link of users' grass planting transformation and harvesting.
China New Nourishing Brand Official Stack: Creating Value and Establishing Communication in Tik Tok
The Double Eleven Conference came to an end, and the official stack performed well. The sales volume of the whole network reached 77.85 million, an increase of nearly 200% over last year. Among them, Tik Tok has made great achievements. Compared with the 6 18 Fashion and Good Things Festival, the official GMV stack of 27 million has increased nearly four times.
As a company based on industrial R&D, Guanzhan had no ability to produce content in the past. From hard work to cold start, we need to effectively master the diversified content system.
The team realized that Tik Tok's self-broadcasting efficiency was high, and a relatively complete user communication scene was established, forming a funnel effect. For example, an external talent anchor, who recommends the products of the exhibition, leads users to the self-broadcasting room of the exhibition, and then the brand's own anchor gives a more in-depth explanation, so that users can perceive the on-site image and efficacy of the brand and products, and have a more comprehensive understanding of the products, and then deliver goods and place orders.
In addition, the official stack also summarizes a set of methodology on how to do a good job of explosive content: to convey the value content and information that users need well, and to conform to this ecological logic.
Brand goals must target users and define their positioning. All creative content is to conduct and deliver value to users; Secondly, the content should conform to the logic of platform and ecology. Tik Tok is a big content ecology, with its own distribution logic, users' own preference logic, and the platform also has the competition logic of content system. Finally, establish an efficiency system that the brand can control, polish its own content creation form and data feedback form, so as to promote the adjustment of the value system when the brand receives user feedback.
Haier House, the leader of household category: building an integrated model of product efficiency and sales
The Double Eleven Shopping Carnival has come to an end, and Haier likes to mention the outstanding achievements-Haier Zhijia won the first place in the whole network of home appliances, and achieved 32% growth through high-end brands and smart scenes, which is also the first in the whole network for ten consecutive years; At the same time, it won the reputation of first place. According to the data of JD.COM Service Word-of-mouth List, Haier Zhijia ranks first in the five categories of ice, washing and air.
Tik Tok is an important platform for Haier's digital transformation. The 11th National Congress of the Communist Party of China promoted Haier to fully open up other marketing tools, and opened up the closed loop of user operation in multi-dimensions such as relationship assets, content assets, store broadcast layout and accurate transformation.
As the first brand to access, Haier attaches great importance to consumer insight and the operation of relationship assets. Based on the accurate judgment of consumer segmentation and labels, and guided by the dynamic data such as user behavior data, touch data and creative effects displayed in massive cloud images, the team quickly optimized the brand marketing combination action of Tik Tok platform, which made the number of 5A relationship assets surge and the link traffic efficiency greatly improved.
In this talent content platform, Haier aims at the accurate matching of cloud image users' crowd tags and creators' content tags, reasonably constructs a talent matrix, connects with Haier's digital content management platform, and fully penetrates the circle. It is particularly worth mentioning that Haier Zhijia focused on the theme and produced a large number of high-quality explosive content, which once became the fastest growing hot word on the Tik Tok platform; At the same time, the huge engine verified the optimization speed and effect tracking efficiency of Haier digital content management platform through AI docking, and the short video playback rate and drainage click-through rate far exceeded the market.
In terms of post-link, this Double Eleven Haier's "Eat More with One Fish" made full use of the secondary editing and dissemination of the cloud map's multiple refined crowd package and the star map's high-quality grass planting content. On the one hand, the link directly empowers the brand to directly drain the self-broadcast live broadcast room, and cooperates with the live broadcast content operation of the store, and has achieved excellent results in the first category.
Dr. Ling, a new generation of beauty cosmetics: creating an explosion of daily sales100000.
This double eleven beauty track is highly competitive. Although Dr. Ling is the first show brand, his record is remarkable. The total sales volume of the whole network is as high as 82 million, of which more than half of the 45 million GMV comes from Tik Tok. It is reported that Dr. Ling's first product, known as "Uptown Explosion", sold 200 million yuan in five months, and another star single product mask sold more than 65,438+10,000 boxes on the first day of listing.
How do brands survive the cold start stage? The first step of Dr. Ling always follows the rule that content is king, and creates an immersive grass planting environment for short videos. Whether it is talent or voice, it is equivalent to a comprehensive introduction to Dr. Ling's selling points in a short time, so that everyone can get familiar with it.
The second step is to select high-quality talents with the help of a huge star map.
With the help of the data analysis of the huge star map and the data support provided by the user portrait and the huge engine, Dr. Ling has better selected the people who are suitable for spreading the product video.
The third step is to create a personal design and establish a vivid image. Dr. Ling opened a personal account as soon as he joined Tik Tok. In this account, the role will introduce some knowledge of hyaluronic acid and the short story that happened in his own research and development in a simple way, and turn people from a symbol into a living person. After such a move, Dr. Ling received a lot of positive feedback. Products are no longer cold objects, but works with clear functions and communication with consumers.
The fourth step is to establish good interaction with users. Users can interact with the team by commenting and shooting videos of the same product, and even feedback the most direct experience about packaging, skin feeling and effect through Dr. Ling's official fan base. Such good interactivity and interactivity are very beneficial for Dr. Ling to prepare for product upgrade or iteration in advance in the normal sales process.
TCH: how to sell clothes in Tik Tok in a thousand miles a day?
In February of 20021year, the fashion brand TCH settled in Tik Tok. In just two months, the sales volume of brand self-broadcasting exceeded the transaction volume of the previous year. During the double 1 1 period, TCH reached a new high, with daily broadcast of GMV1100,000+.
In the cold start stage, TCH abandoned the flooded market, but achieved precise positioning through the tools of huge engines to attract the target population. In view of this crowd portrait, TCH has been refined in the directions of delivery, design end and anchor broadcast. , output content that meets the characteristics of crowd portraits.
During the promotion period, TCH used Bigday to plant grass for the crowd, and directly cast the cloud picture A 1-A3 crowd in the live broadcast room to enhance the exposure transformation. After purchasing the brand package, the fans of the official number of TCH Tik Tok began to multiply, and the single-day fan growth was between 5- 10 times.
At the same time, the TCH live room is built according to the style of fashion T-stage, and the product advertisements are retro in color matching. The words "Before meeting the right clothes, everyone defaults to being ordinary" are widely used, poking the clothes of the target audience like poking people's hearts. In the product display, TCH pays great attention to making the core elements such as sequins more complete in material. In view of the characteristics that the target audience is sensitive to fashion and insensitive to price, TCH team has long been concerned about fashion trends, and compiled courseware for the anchor team to learn during the day, so that the anchor can know the fashion-related vocabulary like the back of his hand.
In addition, whether short video shooting can accurately output the content of life scenes for the target population is also a part that brands need to focus on. The construction of this kind of content is conducive to inciting natural flow and accumulating brand awareness.