American Pomelo "Aunt Fake" on the headlines, app event marketing how to do

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Recently, micro-blog on the "Aunt leave" topic is unusually hot, the incident originated from Xiamen Internet Enterprise Pomelo introduced a "wonderful welfare"------female employees can be invited to the company aunt leave. The matter was reported by the media, micro-bo burst quickly after the red, many users published micro-blog discussion and aunt leave related topics. Based on this background, the American Pomelo app (can record management period) take advantage of the introduction of "I want to Aunt leave" micro-blog topic, triggering a large number of netizens spit and hot discussion. May 5, #我要姨妈假 # in the top 3 of the day Weibo popular list, followed by the related topics of fermentation # Wonderful benefits #, #大姨妈假 #, #别人的福利 # have entered the popular list, the topic # Wonderful welfare # More on the topic list, became the May 6 's most popular topic.

In this hot spot, the beauty of pomelo with the help of hot spots, won the hearts of fans, but also won a good welfare, good and intimate reputation. The incident occurred in two days, the U.S. pomelo Baidu index rose 5 times times, micro-blog on hundreds of thousands of people's discussion, the country more than 200 media follow-up report. How does a small corporate welfare turn into social news of national concern?

US pomelo Baidu Index trend

Catch the user pain point

This hot-spot event stems from a woman's unspeakable topic------menstruation, and this is the first time that menstruation has become a topic of concern to the whole society. Although menstrual is normal for women, but during this period women will have some discomfort and abnormal symptoms, such as mood swings, irritability, irritability, even dysmenorrhea and so on. Therefore, to infuse them with more "love" and "positive energy" has become the important theme of this hot event. For the "Aunt leave", before the two sessions of representatives proposed to increase the benefits for female staff, but also some foreign-funded enterprises have been the fact that the female employees leave, but the vast majority of women still do not enjoy the benefits, the network on the issue of the hot debate also justified. Leave out the aunt false event itself, we should consider an essential question, whether the user is widely concerned about when the topic is initiated, whether there is social dispute, this is the key that the event itself can form the effect. Do a good job of the fan interaction of the official micro-female fans, many are Meng sister small fresh, but also are the American Pomelo app hardcore fans. For # I want my aunt fake # This positive energy topic, the American pomelo fans have stronger emotional resonance, this batch of iron bar fans to stand up for the first time to participate in the discussion, testimony # I want Aunt fake #. Iron bar fans of the voice in the same time period to form a dense discussion, quickly create a single point of time heat, become the core of the topic of detonation.

Fan interaction This has to mention millet, the United States and the image of the fan operation, in the new product release, topic marketing, can be very good with fans to play together, this is not the "fan economy" the essence of it? Brand every time you do activities, you may wish to think about the loyal users who, where, how to mobilize their participation in activities, do not only know to find large forwarding, There is no other way.

Matching product features Weibo hot spots every day, from the incident to the article to the recent Xiaolu events, we once again experience the sensational effects of hot events, as well as the wide range of netizens "curiosity", "onlookers" mentality. When a topic has a strong interaction atmosphere, it will inevitably attract more people to forward comments. In this process, enterprises can be targeted to do brand communication and Word-of-mouth marketing, so that users in the interaction of hot events in-depth understanding of enterprise products and services. In other words, not all hot spots can be used for marketing, the essence of marketing is the promotion of products and services, therefore, hot events must and need to promote the content has a certain correlation, only in this way, hot events and marketing appeals to perfect integration to achieve perfect marketing purposes. In this case, the topic of aunt leave and pomelo products have a great connection, because the Grapefruit app is mainly for women to provide menstrual information services, this topic naturally has a strong marketing value. The beauty pomelo uses this hot matter to create the topic, directs the user to concern, the discussion, this is also to its product idea one kind of annotation and the dissemination. In addition, "let the whole society to pay attention to women", "the first promotion of aunt leave" naturally become the focus of the whole society discussion. Therefore, the American pomelo this app marketing really achieves popular. Similar cases are also reflected in other mobile apps, such as the recent move to "Earth Hour" to launch a marketing campaign, and a complete success. Because snack mobile advocates the idea of energy-saving mobile phones and earth an hour of the same purpose, which allows users to naturally through the Earth one hour to pay attention to the topic of energy-saving mobile phones, and eventually become a snack of potential users.

Experience summary in a word, app does event marketing is not a difficult task. Many companies complain that they spent money, but did not receive results, the reason is not to grasp the social hot spots, targeted marketing. In accordance with the concept of well-organized to do marketing and promotion, on the one hand, advertising traces too heavy, on the other hand, users are difficult to resonate. On the contrary, if the use of hot events to do marketing, close to the theme of some activities, can greatly attract users to participate actively, in this case, marketing can easily reach the "four or two" effect. For example, in this incident, grapefruit according to hot spot in time to launch "I want Aunt Leave" microblogging topic, and through the other three forces to spread, this is very good. In general, mobile app marketing must find the right point of call for prospective users, and combined with hot events to do marketing, so you can quickly get attention, to achieve "with less effort" effect, of course, there can be some bold, contrary to the idea of the day and planning, as long as the transfer is "positive energy", the brand has a positive guiding role, It's worth a try. Background information "Aunt leave" in the last two sessions of the NPC has been mentioned several times, the social strata of women in various forms of appeal, a network survey last year showed that more than 7 layers of women hope that enterprises can put "aunt leave".

It is understood that the launch of the "aunt's leave" Grapefruit is an internet company, its products Pomelo app can provide users with menstrual, prepare pregnancy, pregnancy, childcare and other functional services, is China's largest female community.