This year's Lunar New Year has the longest 10-day holiday in history, and the lifting of the epidemic has brought about a resurgence in consumption. Various manufacturers are trying to seize New Year gift opportunities amid the long-lost buying momentum. The well-known wine "Tamuling" is also taking advantage of the momentum to launch The New Year gift box "Tamuling Hong Rabbit New Year Limited Edition" is expected to bring about a wave of good results.
However, marketing veterans all know that the real key to success is how to stand out from the crowd of big-time consumers when advertising during the Chinese New Year and win the attention of consumers.
Use accurate data to resist the wave effect of advertising
According to the i-Survey survey, the popularity of New Year gift categories on the Internet is ranked in order of "fruits, cookies and candies, pastries, nuts, meat, health supplements, and drinks"; in addition, Oriental Online/ A survey by Tianxia Magazine also showed that people are willing to spend 5,330 yuan on gifts during the Lunar New Year, and 91.9% of the people believe that "giving gifts to each other" is the preferred way to celebrate the festival.
"Alcohol gifts" are mostly high-priced items in the New Year gift market. During the Spring Festival, they will inevitably encounter the advertising information of the above-mentioned popular gift boxes (digital budgets are spent heavily during the New Year, and advertising information explodes). "Tamuling Red Rabbit New Year Limited Edition" must find a digital advertising operation partner that can accurately target potential consumers in order to effectively hit potential buyers. Therefore, the team joined hands with Domain Marketing to refine the consumer conditions of "invoice data" through an exclusive hybrid data engine, lock in consumers' "issues of concern", easily hit the target group, and significantly increase the click-through rate of the advertisement.
(Precision marketing must not only hit interests and preferences, but also
stand out in the huge wave of advertising and capture the attention of consumers)
stand out in the huge wave of advertising and capture the attention of consumers)
Click performance surged, it turned out to be three arrows
"Customers are worried not only about their own advertising disappearing, but also about seeing competing product advertisements constantly appearing in front of their eyes." Chen Yanren, deputy general manager of the marketing business of Yudong, pointed out that in order to help "Tamuling" effectively meet the standards and use the marketing budget effectively, Yudong The data team launched the following three-arrow strategy:
- The first arrow: Find out the purchasing behavior of whiskey buyers in lifeThrough the data and invoice data in the "Mixed-race Data Engine", DomainDong assists customers in developing the male population. However, there are many men who can legally drink alcohol after the age of 18. In this regard, Yudong targeted the first-mature men in the workplace between 28 and 35 years old, the strong men in the family between 36 and 45 years old, and the mature men between 46 and 65 years old, and then used data to capture their consumption preferences for alcohol. Areas related to behaviors, such as whether you have purchased alcohol recently, whether you have visited/browsed websites related to cars, wine, and watches (products that highlight men's taste), and product sales. Of course, the most direct data will not be missed: searching for other alcohol brands.
Through the above data conditions, and then matching the topics that are familiar or interesting to the three groups of "young men at work, strong men at home, and mature men with taste" as keywords and matching links, the ads can be placed on websites that fit the situation. Timely broadcast on media channels.
- The second arrow: Target high-end restaurants/hotels/wine shops in the region.In addition to the above-mentioned data applications based on consumption behavior and Internet behavior, Domain Marketing also assists customers in "realistic" use of regional data conditions. Through data (signal location) and invoice data (consumption location), we can target well-known star stars in Taiwan. Hotels, high-end restaurants, and wine shops can directly and effectively deliver advertisements to "potential and high-demand audiences".
- The third arrow: material customization and large layout exposure D4A (Data for Advertising) data-driven advertising emphasizes data-driven "audience, channel, content". Therefore, in terms of advertising materials, Domain Marketing also assisted the "Tamuling Hong Rabbit New Year Limited Edition" in creating customized materials, referring to past executions. Based on experience, we found out the advertising formats, terms, and colors that are most commonly clicked by similar groups to enhance appeal and increase click-through rates. We also used special Spring Festival gift box packaging to create unique advertising materials, which were highly recognized.
(Through data calculation, ads are accurately placed on the media channels with the best hit rate)
Benefits increased by 30%, customers increased their cooperation and won another victory
This "Three Arrows" operation also allowed the "Tamuling Hongtu New Year Limited Edition" to achieve a click performance that was 30% higher than expected. The clicks significantly exceeded the standard, reaching a high-level effect of 131%, and more effectively increased subsequent conversion purchases.
"We are very surprised at how mixed-race data affects marketing performance," the Tamuling marketing team specifically pointed out. In particular, the insight analysis of "invoice data and telecommunications data" is different from the previous operating methods. Overall, I am very positive that Clickforce is familiar with data and professional in digital operations, and has made a commitment to continued cooperation.
