A Challenging Double Eleven Campaign
With the gradual acceleration of life's pace, people are exhibiting unprecedented rationality in their consumption attitudes and behaviors. The economic environment prompted a newfound rationality in consumer attitudes and behaviors.
In the face of such conditions, Keyfocus initiated a Double Eleven marketing campaign with a focus on ROI, assisting Friso Hong Kong in tapping into the online new retail market.
In the face of a dual objective task, with both sales and communication goals, how should Keyfocus approach the challenge to effectively drive traffic to the WeChat Mall (cross-border e-commerce) for Friso Hong Kong?
Especially when the official Friso Hong Kong Mini Program Mall doesn't enjoy a competitive advantage in terms of product pricing, how can we overcome the price pressures from promotions on platforms like Tmall and JD to achieve the sales target ?
The three essential elements for restructuring in the era of new retail are "People, Products, and Platform," emphasizing "User-Centricity" with a primary focus on e-commerce marketing, always taking precedence.
The "Goods" aspect involves offering quality products at competitive prices, a key factor in outpacing competitors. Finally, the "Platform" or the arena of engaging promotions acts as the accelerator for achieving sales conversion in the mall. Derived from this, the core of this marketing strategy includes:
1.Emphasizing the promotion of formula milk as the genuine product exclusively available through the official Hong Kong channel, providing a trustworthy option for mothers.
2.Designing promotional strategies that are both straightforward and enjoyable, ensuring real discounts for mothers.
3.Identifying precise communication channels to extend benefits to genuine mothers.
Keyfocus decided to transform the traditional e-commerce "high-level" promotional mechanism into a more appealing "fresh and unconventional" social e-commerce approach — the "Heartfelt Box Shopping Experience."
Simplifying complexity, this strategy provides mothers with better and simpler choices.
Simultaneously, it employs communication methods highly aligned with the core target audience of mothers, understanding their thoughts and delivering what they truly desire.
Through this approach, we aim to win more preference and trust.
The gamified promotional model of "Heartfelt Box, a Satisfying Purchase" resonates with users' preferences.
Users' curiosity and anticipation for the unknown, combined with the substantial value of the blind box exceeding the selling price, easily create an anticipatory success psychology, igniting expectations.
The fun of opening the blind box and the stimulation of benefits drive users to respond and act quickly.
Keyfocus employs the concept of blind boxes to de-emphasize the purpose of promotions, kindling users' desire to participate continuously — engaging in interactions to gain more vouchers and benefits.
Starting from October 20th, the preheating phase began, with an early announcement of the event on the official WeChat and Red platforms of Friso Hong Kong. The goal was to divert both new and existing users to the WeChat Mini Program Mall.
Simultaneously, Keyfocus utilized its accumulated resources in e-commerce shopping guide platforms. It engaged shopping platform editors to conduct a multidimensional analysis and in-depth reporting on the Friso Hong Kong version formula milk powder, using concise text and images to achieve effective product endorsement.
Additionally, Keyfocus leveraged celebrity parenting topics to highlight the key factors for choosing premium infant formula, ultimately leading to the promotion of the Friso Hong Kong version formula milk powder during the Double Eleven mega sale.
During the explosive phase from November 1st to November 12th, Keyfocus employed various methods such as Blind Box Mini-Programs, Tweets, Flash Mobs, and Mom Community Engagement to precisely divert traffic and boost sales volume.
The strategy involved intercepting platform user traffic to fully achieve sales conversion.
All key performance indicators significantly exceeded expectations.
Both new and existing users provided positive feedback on the Double Eleven event, contributing to the brand's excellent reputation.
The entire campaign not only successfully drove traffic to and increased sales on Friso Hong Kong's official WeChat mall but also enhanced the brand's influence in mainland China.
1.Precision targeting for high conversion: Addressing the needs of specific users and simplifying promotional mechanisms to provide consumers with genuine discounts they truly desire.
2.Engaging marketing, downplaying promotions: Sparking curiosity and anticipation in consumers through entertaining and diverse games to facilitate order placement.
3.Real-person endorsement, building reputation: Authentic user sharing to eliminate defensive attitudes, bringing the brand closer to users.
4.Cross-border e-commerce, transaction support: Utilizing the three-step process of cross-border e-commerce, along with transaction verification and service support.
Keyfocus effectively employed various marketing strategies, successfully directing traffic to the Friso Hong Kong private domain mini-program mall, and surpassing sales targets.
This achievement not only earned recognition from the client but also garnered three awards at the 12th Tiger Roar Awards in the categories of Food, Scene Marketing, and E-commerce Promotion.