Whiplash report In recent years, the growth rate of the online car market share has slowed down, for the travel service platform, the era of burning money subsidies has ended, in the second half of the competition, how to seek new increments in the stock has become a common concern of the industry. Aiming at young people and striving to become a travel service company that users can trust, T3 Travel is exploring new marketing channels.
T3 Travel is China's first B2C operation mode travel platform based on the Internet of Vehicles, providing users with better travel services with intelligent operation. As a "newcomer" who has only been admitted for two years, how to let users quickly understand the advantages of the brand? T3 Travel continues to enhance brand vitality through a series of marketing methods such as variety marketing, sports marketing, and IP cooperation.
At the beginning of December, T3 Travel aimed at live marketing, and jointly launched the "'Month' Play Cheaper" live PK competition, sending millions of travel benefits to users at the same time, so that the brand slogan of "really cheap, T3" is deeply rooted in the minds of users. In the end, the activity exceeded expectations and received more than 100 million exposures.
A total of more than 20 Kuaishou anchors participated in the event, and on the basis of fans covering the cities where T3 Travel has been opened, the super head anchor led the initiative to increase the popularity of the activity, and combined with cross-field popular anchors to form a matrix, and 21 consecutive live broadcasts were conducted. The first immersive live broadcast of the travel version.
In the combination of three talents, one talent introduced the audience to the audience on the T3 travel car, and the other two talents interacted with them indoors, so that the audience in the live broadcast room could understand the travel service in a more comprehensive way and further strengthen the trust relationship between the brand and the user.
Synchronized with the matrix live broadcast is the #T3 Welfare Challenge#, "Shangguan with knife", "Hong Qifa" and other six masters to form a "welfare price to" team, "the world's chen tease", "Shuang'er" and other six masters to form a "good luck pull full" team, in a week-long time to launch 3 rounds of PK. During the PK live broadcast match, users can not only receive exclusive welfare coupons for free in the live broadcast room, but fans who have advanced to the team can also get more benefits.
It is worth mentioning that this activity not only received multiple Kuaishou station traffic blessings, but also carried out extensive fermentation on the whole network. Inside the station, "Tian Bin", "Actor Zhao Yi" and other Kuaishou head anchors take the initiative to connect with the microphone, boosting the popularity of the live broadcast room; the Kuaishou official linkage many resources in the station, such as the sidebar banner banner, the side rail activity center, the live broadcast square banner, the search result page banner, the open screen live broadcast room jump, etc., greatly shortening the interactive link and realizing the multi-channel diversion live broadcast room; outside the station, it is released through Weibo and WeChat platforms to warm up posters, war reports, etc., and continue to increase the exposure of activities.
Why did T3 Travel choose Kuaishou to land live marketing debut? On the one hand, the online ride-hailing industry has entered the second half of the competition situation, and the battle of platform subsidies has become a dispute of safety and compliance, which requires T3 Travel to continue to deepen the user's safety trust in the brand in brand marketing;
On the other hand, under the kuaishou new market ecology, the business model characterized by trust as the background and high frequency of transactions, coupled with the advantages of Kuaishou's private domain traffic, can efficiently connect users with brands and promote the construction of a trust relationship between the two sides, which has also become the key to the success of this marketing campaign.
On the whole, the short video live broadcast platform represented by Kuaishou is becoming a new choice for marketing in the field of travel. For users, short video live broadcasting has become an indispensable part of daily life, from understanding information to leisure and entertainment, to placing orders and shopping, which can be completed on the platform. For the platform, the user's one-stop behavior has greatly improved the conversion efficiency and achieved efficient marketing. This round of cooperation between T3 Travel and Kuaishou undoubtedly provides a model idea for industry marketing.