Interpretation of Olay micro-credit Marketing

Abstract: Editor Guide: The rise of micro-letter, so many brands are ready to stir. And a pioneer like Olay, also give the backward some experience reference: 1 compared to micro-bo, micro-letter in the information dissemination is more closed, but the user relationship is tight,

Editor's Guide:

The rise of micro-letter, so many brands are ready to stir. And a pioneer like Olay, also gave the backward some of the experience of reference: 1 compared to micro-bo, micro-letter in the information dissemination is more closed, but the user relationship is tight, Olay "old friends introduce new friend" method, can let it in a relatively short period of time to accumulate users. 2 How is real fan interaction? In the micro-letter, the fans want a timely response, because he/she is interacting with the brand, once the response delay, the fans have no patience, Olay in the April Fool's Day instant reply game "fool Boyfriend" is a relatively good example. For micro-letters, because of the characteristics of the platform itself: real users, close user relations and relatively closed environment, the brand in the micro-letter marketing There are a lot of space to play, expect to see more cases to share. Case submission can be emailed to: brian@socialbeta.cn (Wen/Yong Feng Brian)

Author: @Cindy is big fat ball @ This is not a girl with the mind of Guo Ye?

If the micro-letter to a game, then it must be a collection of role play, Love nurturance, simulation management, solve puzzles, and swept the handset end, PC end, pad end of the super composite game. The operation of the brand micro-letter, like in this game through the layers of barriers. The author of the Olay family (there are Olay, Olay, ProX three brand account) micro-letter operation For example, for everyone to present a brand account how to play the full text of micro-letter introduction.

Player: Olay Family

Control role: Olay micro-letter account, Olay Micro-letter account, ProX micro-letter Account

First off: Quickly spread the brand information in a short time, accumulate a large number of fans

Micro-letter public account on the first level of the line is to break through the number of 500 fans, successfully certified Plus v. For this checkpoint, play many: Super popular players do not need to use props, a short period of smooth clearance; the average player does not need to use props, just spend more time than the master player slightly longer, and another kind of mind KAT-kit players will use an event marketing props to help the public account in a short time clearance.

Olay Family Event Marketing props called "old friend introduce new friends", the specific mechanism of the props is "new and old fans can be rewarded as an incentive, please existing micro-letter fans to invite their friends to pay attention to the Olay family three micro-letter." With this prop, the three characters controlled by the Olay family were successfully certified within 1 days.

Tactical Analysis: Micro-trust platform is relatively closed, micro-blog games in the big strokes "aroused onlookers" skills in the micro-letter game is not exist, micro-letter of the big strokes is "one pass one" skills. The Olay family is very creative to upgrade the "one to one" Skills unlimited to "a biography of one ...", so that the players and fans formed countless chain of communication, one step to expand the player's fan circle, and eventually trigger the "snowball" skills, quickly spread the brand micro-letter.

Second: Accurate transmission of product information

Most players take a simple and crude approach to the second pass, which is to push product information directly. Using this tactic of the players for the completion of the level is not high, fans and can not be very effective to receive the message of the player to convey, the player can not end up with a good finish pass. Olay Family player in this Guanzhong control Olay character use a simple tactic, namely "reply to" give me to catch water crystaland spirit in Olay Micro letter, will draw out a fan to get water Crystaland Spirit--olay New Upgrade water Yang Dynamic Moisturizing dew every day. The Olay family's tactics have attracted a lot of fans to help them spread the product's core message more effectively.

Tactical Analysis: Fans of the brand and product information general interest is lower, especially in the micro-letter, if the simple rough push brand and product information, fans rarely will point open, more than a fan will even cancel attention, so that the brand players outweigh the gains. The Olay family used tactics to keep the attack, with a simple mechanism to attract fans to spontaneously respond to product information, and to guide fans repeatedly reply to this sentence. Such a simple sentence after repeated many times, fans can easily remember the core of this sentence (grasping water crystaland spirit), the brand wants to convey the message also smoothly conveyed to the fans, Olay family players in the end by hundred percent complete through this pass.

Third off: Creating interesting interactions based on micro-credit features

Generally speaking, the game to the third level, the player has touched some of the context, micro-letter this game summed up is "instant reply" skills used very smoothly. To April 1 April Fool's Day activities, Olay family players control three roles: whether it is the "fool Boyfriend", or Olay "Magic whitening Products" or ProX "acne," all use the micro-letter game powerful "instant reply" skills. Taking the role of ProX as an example, ProX on April Fool's Day to the fans to push a seemingly serious product of the "fake" news, and at the end of the suspense, to guide fans reply to the specified keyword. Then use the "instant reply" skills to expose the funny truth to fans to achieve the goal of "fool".

Tactical Analysis: Micro-letters compared to micro-bo, more like a text-back game, focus on the immediate response to the continuous interaction. In the past in micro-blog brands usually like to use the game is "online message & Offline reply" mode, micro-letter This "online message & Instant reply" mode is really a bright spot. The Olay family took advantage of this model, in the completion of the April Fool's Day task, through the fun and real-time automatic response to entertainment fans, so that fans feel that three accounts are living people rather than system AI, virtually closer to the distance between fans.

The four: to guide fans to produce high-quality content spontaneously, cleverly avoid the activity of powder

This is often a bit of a headache for microblogging players, to pass this is often the player to take the embedded words, eliminate the activity of powder, such as a series of measures, in this a micro-BO players may take the opportunity to fill the blood, but also very likely to "experience value" and other losses. But in the micro-credit game, because of the "one-on-one chat" skills support, this is a lot easier. The Olay family player controls the role of the Olay with a "screenshot winning" tactic, and fans just watch the video capture display and respond to the micro-letter for a chance to get a reward. In this Guanzhong, Olay micro-letter Harvest a large number of high-quality UGC content, successfully passed the checkpoint.

Tactical Analysis: The tactical mechanism is simple, fans simply use mobile phone to take pictures, in the interaction with the brand micro-letter can send pictures, without switching, very convenient. And in order to get the prizes, fans will consciously carefully to the video complete watch, and interception of high-quality product image back to micro-letter, in the video while watching the concept of the brand instilled into the players friends. In addition, because the micro-letter privacy is very strong, fans can not see each other's screenshots, so avoid the plan to steal other players to take shortcuts to participate in activities of the activity powder, and each player's screenshots will be different, high-quality and real.

Chapter Five: Combining brand tone, keeping up with current affairs hot spot, creating the brand micro-letter with Attitude

In the microblogging game, this is the one that every player must go through, players need to adjust their brand and current hot issues, to create an attitude of the brand account, and in the micro-letter, this is a plus points, some players directly ignore this, for the game has no effect. Olay family players chose to get through this, for the Olay family player's tactic is to prox the main product--net penetration cleansing Miriam and micro-bright skin instrument personification, molding two new roles-"Brush Sen and Light Skin Miriam", And for its in the ProX micro-letter to create a fixed time to push the interview column "Hehe talk show", in the interview with the tone of the two characters, sharp comments on current affairs hot spots, and properly implanted brand information. The interview was first launched with a lot of praise, the fans are impressed by the two characters, often in interaction with the brush sen and the light Skin Miriam Miss. Olay Family players pass the checkpoint smoothly.

Tactical Analysis: The general player to give up this more because the brand and the current hot spot combined more difficult and limited. Olay Family players cleverly solve this problem, by the identity of the product to express brand attitude, implant brand information, the way fun, language sharp humor, it is easy to attract fans attention. Fans pay attention to the column at the same time, product image is also easy to be remembered by fans.

Micro-letter is a social network, "user relationship" is the link between the network. Through daily one-on-one accurate content push and and fans of closed-loop communication, attract to suit their brand target audience. Micro-letters are different from microblogs, microblogging is like a display of the public arena, the brand to attract fans to watch, and micro-letter is more like a private VIP room, brand and fan interaction more accurate, more intimate, so operators can not copy the experience of micro-blogging operations in micro-trust operations. Because of these unique characteristics, micro-trust platform for brand communication with other platforms incomparable advantages, such as: more accurate transmission of information, customer service function more powerful and so on. From this, micro-letter this piece of new communication field for many brands have a great appeal, you heroes scholars, operating small series, may wish to watch the Olay family player's three roles, together to explore the new game of micro-letter games!

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