The 2024 Goods Festival is coming, and the New Year's Festival is not only an important scene node for brand business in food, beverage, daily chemicals, clothing and other industries, but also an important opportunity for merchants to seize the platform's natural traffic dividends and expand their business scale. According to different types of business demands and marketing goals, the Giant Engine New Year Festival provides merchants with a guide to planting grass in the New Year's Festival"Brand-type planting"with"Scene-based grass planting"As the specific positioning of merchants, it also provides a variety of new links and product playways to quickly occupy the market and win market opportunities on the New Year's Festival.
Brand planting: brand maximization**
New products help long-term planting, always harvest
The marketing goal of brand grass planting merchants is to achieve maximization**, so they need to continue to plant grass in the whole cycle to enhance the potential energy in global marketing. Through the blessing of new product combinations such as Douyin e-commerce boot position, CNY innovative interactive gameplay, and 100+ for a better life, it realizes long-term planting, always receiving, and winning the home of the brand business with one click and three times in a row.
01 New link: Douyin e-commerce boot position
During the promotion period, Douyin e-commerce boot position can help brands monopolize the first-value customer group, and at the same time drive the growth of natural traffic, with different interactive links and different gameplay.
topview search linkage:Through search boxes, search presets, etc., we will strengthen and guide users to generate active and diversified search behaviors (search while watching & after watching), and create the first visual path for users after opening Douyin.
Douyin e-commerce live broadcast opening screen:For the Douyin e-commerce live broadcast scenario, it effectively drains the live broadcast room and efficiently helps conversion.
02 New Style: Innovative Interactive Products
Focusing on a variety of New Year's emotions such as blessings, appearances, and celebrations, the giant engine has also launched a variety of innovative interactive products, combining new visual styles and interactive effects with diversified brand expressions to meet users' emotional demands during the Spring Festival and inject new impetus into CNY marketing.
Prayer · Magical Annual Sign:The information flow wishing lottery, random sending of blessings for the Year of the Dragon, blessing form brand self-selected red envelope cover, blessing words, Douyin e-commerce coupons, physical objects, cash, etc.;
Debut · Freeze-frame new outfit:Polaroid helps users efficiently refine information, highlight the most beautiful side of the product, and add a carousel focus map to support users to click to jump to a designated landing page
Celebration · Chinese New Year Red Envelopes:New Year's ** red envelope with the brand custom cover, the red envelope cover is distributed to the audience in the brand information flow and nature, and the audience is used in the social private domain and ** scene to achieve the secondary communication of the brand.
03 Hot list: 100+ for a better life
The Giant Engine New Year Festival also provides a "Better Life" 100+ interactive challenge gameplay, inviting platform experts and brands to jointly create high-quality potential hot topics, produce popular content, and provide platform resource support for high-quality content, and spread the brand's high-quality content and enhance the brand's influence through the main position of the event and traffic support.
04 Platform levelipThe content of the New Year's flavor is full
During the New Year Festival, the platform continued to launch Spring Festival-related IPs to help brand Spring Festival marketing, including Deyun Society cross-border crosstalk, comedy party, Huacai inheritance party, Chinese New Year's Eve party and other national-level content, as well as CNY documentary "Reunion", "Baiwei Spring Festival", star IP "New Year's Gift" and other themed vertical IP programs, occupying users' minds with ritual-filled content and allowing brands to better tell the story of the Spring Festival.
Scene-based grass planting: Scene-based grabbing the category highland
The new gameplay goes deep into the scene to plant grass and continue to harvest
The marketing goal of scenario-based grass-planting merchants is to achieve market share growth by seizing the category highland through scenario-based development. In order to achieve this goal, it is necessary to plant grass with high frequency in the short term, with the help of new gameplay methods such as the huge engine star map IP, the double opening of grass planting, and the search product special, to achieve accurate planting and continuous harvesting, and blow up the Douyin New Year's goods field with three shots.
01 Grass Plus: Massive Star MapipSpecial Projects
On the occasion of the Year of the Dragon, the platform and a large number of star map experts jointly launched the business Xinglong CNY festival plan, which was a strong hot spot to open the New Year's feast, and the hot list dominated the screen to fill the Spring Festival flavor.
In addition, Giant Star Map has also launched the IP of the Talent Short Drama Creation Camp, and provided customized short drama content strategy and production guarantee for brands, provided special traffic support to increase the hit rate, and helped the efficient growth of the New Year's Festival business.
02 Flexible plus: Grass planting is double-opened
During the Chinese New Year Festival, in order to meet the heating needs of different brands, brands can flexibly control costs while reaching the right people with the help of two purchasing methods: grass planting contract and bidding.
03 Seed Harvest Plus: Search for new product policies
The importance of searching for products is self-evident. Recently, the platform has launched a sales policy in 2024, and the new policy of "long order discount + multi-buy word discount + small blue word reward + new customer first order discount" meets the needs of different levels;In addition, orders placed before December 31 can enjoy the rights and interests of "style first launch right + nickname word rights + word grabbing placeholders".
04 Xingtu Raw Service E-commerceipMeet the needs of scenario-based grass planting
Xingtu Bio Service E-commerce IP placeholder category, deeply cultivating brand content, covering consumers' diversified grass planting demand scenarios.
Life service & e-commerce category occupancy, combined with hot scenarios to create online and offline marketing activities, through the east, west, north and south hometown flavor, Douyin New Year eating, drinking and playing festival, New Year's full score plan and other traffic activities to help brands achieve placeholding.
Talent & Star Map category occupancy, combined with influencers to play the hot scene of the New Year: through our Chinese New Year's Eve fan, New Year's Flavor Boost Program, Douyin Universe Breaking News Comedy and other popular IPs to achieve potential customer interest occupancy and promote business conversion.
Finally, the Giant Engine New Year's Festival also joined hands with nine benchmark brands in three major industries to build momentum for the New Year's Festival