How to do a successful online contribution voting marketing campaign?

Last week I saw a small article about a successful marketing campaign, it was a standard "voting campaign", but it was very solid and successful, http://www.aliyun.com/zixun/aggregation/7974.html "> Interestingly, they say, To do this seemingly large event, they say, it is only necessary to ask one more work-study to do it on their own, especially to share

The company, called "wet seal", shared this success in the 2011 Retail Association, a case that took place six months ago, when not so many figures were revealed. They are selling clothes manufacturers, run a "model" marketing Campaign (Wet Seal model). People who want to become models must first fill out the form through the Internet, then attach their own head shots, bust photos, and most importantly, they should request that the download form fill out, must personally to Wet Seal store, the application to the clerk! They say this concept is very interesting, in the cause of fame, gifts, such a design, so that the end of up to 35,000 applicants to participate, together contributed to 100,000 of the "store visit"!

This is the first indicator of success, and before the activity "hasn't started" Oh!

Next, Wet Seal collected 35,000 applicants, against its way, not all the photos, bust all the PO online let everyone vote; The store is not so "reckless", but very careful, first of their own black box to select only 100 contestants "shortlisted", the remaining 30,000, all eliminated!

Wow, 100 contestants, what do you do?

The store sent it to the 100 contestants, one with a small portable camera, each with 150 dollars (4500 TWD), asking them to take a one-minute YouTube video, responding to the ">" and canvassing the Internet. They are very straightforward, as long as you are "the top 50 people seen the most times" within the deadline to get to the next stage. This brings a total of 300,000 YouTube viewers, each piece has an average of 30,000 people to watch, these films are still on the internet, such as this piece, this piece, of course, this can not be a burst of red, but also said that each piece has brought quite a lot of ornamental, sum up, is equal to the standard of a red film.

At this point, as long as the next stage, to become the top 50 more watched videos, you can be placed on their company's website and Facebook, to accept the vote of netizens. Users must join Wet Seal's fans before they can start voting. The company found that the film's pull fans are very strong, unexpectedly can in a very short time to help Wet Seal to obtain 100,000 fans, currently a total of up to 1.3 million fans, is the same type of fan group fans are quite high. And, most importantly, to publicize the films, the models set up their own pages on Facebook, promote their own films, and, by the way, advertise the official fan page of Wet Seal, which is a fan page from a contestant, according to official statistics, adds up There should be up to 10 million times to praise or share "forwarding"──1000 million times! "

The event was designed very cleverly, instead, to the final level, by the Netizen voted the last 25, was a model company directly from the 25 hand selected one, and the first prize is only a 500 Yuan Wet Seal coupons, love to buy what to buy, there is a fly to Los Angeles, "Ticket + Accommodation ", the total value of the gift in 1500 dollars (NT $45,000) only about. At this stage of the campaign, it is ready to "Harvest home", unlike other general lottery activities, until the last minute.

If all the above figures are true, Wet Seal's contribution to the voting campaign has taught us the following 3 points:

First, to the "dream" as a reward, the initial stage of successful suction first: Who said that the contribution vote must be a gift for the inducement, temptation to "submit"? Wet seal apparently thought, in their TA target group, the most likely to "come" to contribute to what kind of people, according to that kind of person most want to show the way to design this voting activity, so, these young girls on the dance came to the store to register! and pulled their friends! The most beautiful is not "gift", but "dream",wet seal very ingenious in the first phase of this usually the most difficult stage, it resulted in up to 35,000 contestants directly to visit the Wet Seal stores, the first phase has completed important milestones.

Second, the contestants do not need too much, each one good "investment" to ensure their respective suction: In fact, Wet seal but there are 45,000 contestants "strength", so that they all shoot themselves, upload their own, canvassing! Looks like more people are involved in this activity? Wrong！ Wet seal know that now so many young men and women to participate in the voting contest, these contestants "works" must be special to attract the eyes of netizens, so Wet seal willing to spend 15,000 dollars (NT $450,000), bought 100 cameras to the top 100, all are beautiful, Want them to make a film alone. In fact, we have created a similar case before, gifts Ocean sent to the video bloggers, want them to shoot, this is bold investment in a small number of people, the result received the "gift" of these video bloggers, also because received gifts, dare not snub, really took their film.

Thirdly, the better the less people, the greater the willingness of everyone to "canvass": Before I often listen to so-and-so friends to choose Chinese miss, or so-and-so friends to participate in free tours, is the internet vote, I found that their most enthusiastic canvassing, always in the "I have entered the top 10", and quickly to canvass for me! "Our own activities also found that the same contestants, initially just" conveniently "told colleagues friends to vote, until her votes gradually become the top three, the top five, she suddenly become very positive, the more to the end of the more positive, absolutely can not lose! So, wait until you elect the last round, to their respective canvassing, the total number should not be too much, like wet seal,100 bit is enough, each one hears oneself is from 45,000 people elected 100, all are full of "win" the morale!

Voting is a common tactic of internet marketing, because it is a "User Content" (user generated) enabler, but also a more motivated Word of mouth effect (mouth), when you run a successful submission vote, Often can cause a number of beautiful clear digital results, activities will be carried out for several months or even nearly a year, lively rolling, no wonder everyone likes to do voting activities. Wet Seal has demonstrated how to use YouTube and Facebook to design a successful three focus on successful voting submissions, can you think of a 4th?

Source: http://mr6.cc/?p=6059