In the highly competitive e-commerce market, traffic is a key factor in determining marketing effectiveness. Brands are looking for ways to expand their traffic** and grow their business by leaps and bounds. In order to meet the needs of brands, Douyin e-commerce has launched the Jiemeng plan to build a win-win marketing model with brands. In this New Year's Festival, Douyin e-commerce once again upgraded the Festival Alliance Plan and launched five major rights and interests to help merchants shine on the New Year's Festival, obtain more traffic, and maximize marketing effects.
Example of return to the picture - Junlebao brand New Year's Festival advertising.
For brands running offline or online ads, Douyin E-commerce's Jiemeng Program provides an opportunity to achieve a win-win situation for both parties. Brands can incorporate the visual materials of Douyin e-commerce into off-site ads, or direct traffic to Douyin** in exchange for Douyin on-site traffic of corresponding value. Through this cooperation model, brands can not only expand the coverage of advertising, but also improve the brand's popularity on the Douyin e-commerce platform and maximize the marketing effect.
To put it simply, the brand uses off-site resources such as airports, high-speed railways, and subways to place advertisements, with Douyin e-commerce logo information, etc., and then you can go to Douyin to redeem on-site resources such as splash screen ads. The festival alliance plan uses the festival alliance currency as the exchange unit, and the brand exchangeable resources include Qianchuan return red envelopes, open screens, **search resources, brand product specials, big promotion venues, etc., to help achieve ** and drainage during the New Year's Festival.
Example of return to the picture - Vantage brand New Year's Festival advertising.
With marketing to build a win-win situation, Douyin e-commerce Jiemeng plan is driven by brand endorsement, traffic co-construction, data insight, and marketing upgrades, ushering in five major rights and interests upgrades, helping brands get more traffic** opportunities.
The first is to add special cooperation for gift boxes. During the New Year's Festival, product gift boxes, product packaging, and canned packaging are combined with the vision of Douyin**, which can participate in the exchange of traffic in the station, with a cooperation threshold of 10,000 copies, and 1 product gift box can be exchanged for 1 yuan Qianchuan red envelope.
The second is the weighting of search & product input. The brand invested in the search for easter eggs and 30,000 free orders (coupled with marketing activities), and the overall resource exchange ratio increased by 15%, laying an important foundation for the brand to achieve strong ** during the big promotion period.
Third, the requirements for cooperation are more flexible. The Alliance Plan will open up the exchange of resources across the country, the cooperation threshold will be lowered to 3 million (the daily cooperation threshold will be 5 million), and the average exchange ratio of high-quality resources such as transportation hubs and outdoor large screens will be increased by 25% to 50%.
Fourth, outdoor resources are increased. The platform has set up special rights and interests, and has invested no less than 50 million off-site resources (high-speed rail, outdoor large screens, etc.) to feed back high-quality cooperative brands.
Fifth, 100% exchange for Qianchuan red envelopes. During the Chinese New Year Festival, 100% of the resources obtained by the brand can be exchanged for red envelopes for thousands of rivers.
Example of return to the picture - Feihe brand New Year's Festival advertising.
It is understood that before the New Year's Festival, 800+ brands from many industries have participated in the joint launch of the Festival Alliance Plan, and the business has been efficiently climbing. During last year's Double 11, Midea invested offline resources such as outdoor large screens through the Jiemeng plan, and combined with Douyin ** visual information release, ** under the strong ** at the same time, exchanged to 18500 million league coins, obtained the corresponding resource support of the platform, and achieved a GMV fixed base growth rate of 28481%, the first search PV in the new product station increased by 15768% good score.
Back to image example - Midea's brand Double 11 outdoor large screen launch.
Many brands have joined Douyin's e-commerce festival program, and in this time of opportunity, brands have achieved significant business growth by working together. I also sincerely wish the major brands more brilliant achievements in the future development.