QQ Music Thanksgiving H5 Case Analysis

First, preliminary preparation

1. Demand

Before you start thinking, you need to understand the core purpose of your needs.

Theme: There's a song between Us

Point of time: Thanksgiving Day

Content: Combine lyrics, show and Thanksgiving life Important people, the promotion of QQ music

Demand time: 4 weeks

2. Conception

In addition to considering the purpose of the demand, also need to consider the brand elements of QQ music. For example: From the point of view of demand, to Thanksgiving is a specific role, rather than a specific person, the visual need to weaken the character. From the brand elements of QQ music, lyrics posters relative to other music playback software, is a feature element, can be combined with the screen elements.

3, interactive draft

According to brainstorming, has been the initial concept of screening, out of 4 program direction, and then again with the QQ music team after discussion, with the final plan embryonic.

The visual style around how to achieve sensational goals to carry out, at the same time with the QQ music team after discussion, feel that you can join the QQ music terminal to do promotional activities to the lyrics posters for visual display direction.

Improved the following interactive drafts:

In the visual content of the screen, we do not want to limit the use of visual designers too much, only clear the theme of the page content.

　Second, the design phase

1. The manuscript determines

Visual designers, first based on the content of the interactive manuscript, painting the preliminary manuscript, determine the content of the layout, as well as the content of the show, and then in the QQ music team discussion, screening, and finally determined the following manuscripts:

2. Perfect Vision

After confirming the manuscript, the revision was formally started and the visual designer optimized more than 10 different drafts at this stage ... The following visual drafts were finally determined:

3. Output file

Because this project uses many multi-channel at the same time to promote, so the final output of the map size is also more.

　　Third, the effect shows

　　Iv. Summary

As a creative design company, how to achieve a forwarding volume of tens of millions of H5, in addition to the design quality control, but also need to control the following points:

1, the demand target clear, and the demand side communication is convenient.

2, the entire production phase, should be more in the demand side of the brand perspective to consider, rather than only consider H5 content.

3, the promotion of the channel to be important, in addition to the promotion of micro-letter, terminal extension of the flow can not be ignored.

Finally, we all like to use the PV quantity to measure H5 's promotion effect, then this H5 PV quantity is how many? As at 27th 15:00, has reached more than 14 million ...