China Merchants Bank Pocket Storm, the first event in 2010, this year is the 11th year. For the achievement of KPIs at the end of the year and the sprint of key indicators, China Merchants Bank has turned the "Pocket Storm" into a phenomenal marketing campaign.
You must know that the e-commerce weather vane "Double 11" only started in 2009. I have participated in the Pocket Storm event for 6 consecutive years, and I have experienced it again this year. The event design, mode, and operational relationship are disassembled for sharing, including the following four aspects.
Why do the "Palm Storm" event?
The relationship between "Pocket Storm" and the operation of various positions?
The ingenious design of the "Pocket Storm" event?
What inspiration country email list does "Pocket Storm" have on operations?
1. Why do the "Pocket Storm" activity?
As an operator, golden circle thinking is essential.
Every year on December 1st, the "Pocket Storm" activity is in full swing outside, and many people who eat melon are concerned about how to participate? How to maximize profit? From the perspective of event operation, we have to think why, why should we launch this event? I think there are 3 motivations.
To sprint volume: the cash in the account is flowing, which I think is also the North Star indicator as a banking product;
For conventional indicators: As an APP, in addition to key indicators, there are also other conventional indicators. For example: open rate, new user downloads, new user card binding indicators, daily/monthly activity data, etc.;
In order to stimulate different users: Pocket Life is a comprehensive service platform involving merchants and users. By changing the activity, users and merchants can achieve two-way stimulation and double benefits.
2. What is the relationship between "Pocket Storm" and the operation of various positions?
1. Relationship with event operation
Activity cycle: Contains 3 key nodes to guide users to complete specified actions within a 40-day cycle.
Episode 12.1 Meow Begins: Open the 40-day event opener;
12.3~12.5 Red envelope rain lottery: Gift points = repayment money, which can distinguish white households and black households very well, and indirectly stimulate users' behaviors by layering;
Ends on 1.10: For 6 consecutive weeks, the gift exchange starts every Monday and ends on 1.11.
Activity budget: 17 categories are involved, the number is 525,000, and the market value exceeds 100 million.
Among them, the most popular is the 5,000 yuan Jingdong E card, which is real cash.
Of the other 16 brands, many of them are all year-round and stable cooperative suppliers of investment promotion. For example, Samsonite trolley cases, Thermos cups, Corning cookware, Rollei home textiles, Honeywell air purifiers, etc.
Platform appeal, get active goods at the lowest cost, and maximize ROI; merchants appeal, the key to establishing cooperation with large platforms without losing money (purchasing price), to be able to take volume and to use bank traffic to strengthen the brand, in terms of brand exposure and value creation There is a long tail effect.
2. Relationship with user operations
Participate in the composition of target users?
Composition: 20% of scalpers, 80% of natural users.
Benefit distribution: 20% of the initiators, Captain Jimiao occupies 80% of the interests, and even 99% of the top prizes (JD E-card).
Head user vanity:
As for the way to get cats, there is one card swiping > 60,000 to 120 cats at one time. Although few people do it deliberately, once you get 120 cats on the first day and post 120 cats, it is a status symbol for ordinary users, and the label of a big guy and a rich man is also a show-off + vanity mentality in the underlying design.