From "finding traffic" to "creating traffic", Polaria's second Douyin super product day has become more and more handy.
From traffic dividends to traffic anxiety, the era of refined marketing that tests beauty brand innovation, precision and efficiency has arrived. Successful brands have never chased the outlet, but harnessed the outlet.
Recently, Polaria's week-long Douyin e-commerce super brand came to an end.
The data shows that on the Douyin e-commerce super product day, Polaria made full use of the combination of online and offline methods to obtain a total GMV of more than 70 million and an omni-channel exposure of more than 100 million, with professional interpretation of strength, opening up a new idea of domestic beauty brands in the douyin channel marketing.
It is worth noting that this is the second time that Polariya has participated in the Douyin E-commerce Super Product Day, and after accumulating the experience of the last time, what are the new highlights and new breakthroughs?
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It also set a record for the sales of douyin e-commerce super product Japanese beauty category
Brand ambassador Zhang Ruonan helps product planting grass + cargo experts help detonate sales
Highlight 1: Dual accounts are parallel.
This year, on the basis of the original main account mainly selling packages, In order to more clearly divide the user population and let users experience the shopping scene of the scenario, the second live broadcast account (@Polaria flagship store) was opened. This account mainly sells the ace series of aces that Polaria has been upgrading and iterating in recent years, such as double antibody essence and ruby essence. The double account of the super product day activity was broadcast live in parallel, providing users with skin care needs at different stages (@Plaiya flagship store 7.13-7.14 outbreak day, @Polaya official flagship store 7.16-7.17 live broadcast outbreak day), live broadcast for 18 hours a day, shopping carnival uninterrupted.
Highlight 2: Inviting celebrities to "be guests" in the brand live broadcast room has become an important way to accelerate the layout of online efficient customer acquisition scenarios.
At 23:00 on July 18, Pleia invited brand ambassador Zhang Ruonan to appear in the live broadcast room of the Pleia Douyin flagship store, interacted with fans for 1 hour, shared the skin care secrets in front of and behind the scenes, and became a highlight of the live broadcast room on the day. A series of pet fan interactions such as meme broadcasting, Wenzhou dialect teaching, and on-site pro-signing have led to a high enthusiasm among fans in the live broadcast room, which has pushed the live broadcast data to a high peak.
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Highlight three: Match with the right talent and play a good product combination punch.
In order to attract more traffic into the live broadcast room, break through the barriers of the circle, cover more target consumer groups, and enhance the brand voice of the big promotion room, Polariya also joined hands with several head cargo experts Jia Nailiang, Cao Ying, the couple, Pan Yurun and other concentrated efforts to detonate sales.
In terms of products, the Douyin e-commerce super product day, Polaraya multi-category goods such as ruby essence, double anti essence and other large items one-stop to meet the advanced needs of consumer skin care.
In addition, the brand has also released a popular product portfolio that is easy for consumers to accept through SKU combinations, such as "morning C and evening A" sets (ruby essence + double anti-essence), etc., to meet the needs of consumers' daily suits.
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Online and offline linkage
Multiple interactions breed an "interest" mind
Stunning data is inseparable from the brand's careful pre-preparation during the warm-up of the event.
First of all, the attributes of interested e-commerce + transaction e-commerce make Douyin e-commerce known for its content. By leveraging the content lever and boldly innovating, Polaria has done enough to drain the flow in the station.
Pleia enhances the conversion of brand live broadcast through topic marketing.
On July 17th, Pleia launched the #Youyou drag to the #topic by this gesture disguise, and invited brand ambassador Zhang Ruonan to shoot a short video of gesture disguise, pry @Wang Naiying, @Burst Strawberry Porridge, @Critical Ten Wisps, @Tong Yue Tong Yue, @eseeCARRIE and other KOL remake videos on the site, constantly attracting fans, enhancing interaction, and boosting the popularity of the topic.
It is not difficult to find that this topic aims to advocate users to show a confident and young attitude with the help of products, and once they appear, they can detonate the whole scene and become the focus of attention. The topic was launched to trigger a hot discussion, and the highest number of likes of a single short video on the topic reached 450,000+. At present, the total number of broadcasts has reached 35 million.
Spreading outside the station, Polaria also played a set of "combination punches".
In this activity, offline publicity activities materials throughout the country, in addition to Hangzhou + Chengdu twin cities offline large screen release, but also carried out a nationwide ladder media release for the event to create momentum. Among them, the large-screen release chose to use the form of aerial photography technology + technology style post-production technology, and the trailer film improved the perceptual understanding of the brand through the audiovisual dual senses, and helped the warm-up preparation in the early stage of the event and the long-tail communication effect in the later stage.
Through the full link resources of Douyin station + outside the station, online + offline, and with the large node of Super Product Day, the brand side launched a differentiated product package based on the explosive single product, leveraged user consumption decisions, and improved the unit price and conversion rate of live broadcast rooms.
In addition, Polaria and beauty personal care brand Amira cross-border cooperation, launched a limited number of joint gift boxes for the Douyin channel, sold online on the 18th, to meet the young consumers' interest in beauty products and fashion design perfectly matched.
With a multi-pronged approach, Polaria formed a content marketing matrix to cover a wider range of target groups with high-quality and interesting content, helping Polaria Douyin E-commerce Super Product Day to achieve in-depth communication with the target audience, which contributed to the multi-channel and all-round topic detonation of the event from online to offline, and finally led to the double growth of voice volume and sales between the brand's live broadcast.
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Content spillover effects
The gameplay innovation of Polaria Vibrato self-broadcast
In July 2021, Polaria participated in the Douyin E-commerce Super Product Day for the first time, winning more than 60 million GMV.
In July 2022, he participated in the Douyin E-commerce Super Product Day for the second time, breaking the GMV record of the Douyin E-commerce Super Product Day beauty category created by the same period last year.
In the daily active 700 million Douyin, this beauty jungle surrounded by competitors, how did Polaria run out?
1. Douyin short video planting grass, through short video content to enhance consumer awareness, help improve product conversion rate, while achieving instant conversion, and for the follow-up brand live broadcast.
Polariya attaches great importance to the overall planning and construction of short videos, equipped with a professional team to produce short videos, in terms of daily content, Polaria Douyin account also releases promotional videos, festival theme hotspots and other video materials from time to time, while keeping up with the hot topics of Vibrato, with the live broadcast room, but also increases the probability of users searching for brands.
2. Douyin live broadcast with goods, using the model of brand self-broadcast + live broadcasting of talents with goods, the brand has gradually formed a pattern of "self-broadcasting as the mainstay (60% of the douyin platform self-broadcasting in 2021), supplemented by live broadcasting of talents".
Douyin self-broadcast, Polaria is the live broadcast room scene operation to the extreme. Last year, Polaria placed the offline live broadcast room on the edge of the Lake with the color of the lake and mountains; On this year's Super Product Day, in order to further narrow the distance with consumers, the live broadcast room was built in the Polaria Building, creating a double live broadcast room, the background construction and lighting equipment are all used in variety-level equipment, the picture quality is clear and textured, and the scene-based live broadcast creates a sense of the exclusive activity atmosphere of Polaria.
3. The supporting activities are perfect, and the offline publicity is in place. In addition to online channels, brands use publicity materials to stimulate consumers' emotional resonance and desire to buy through the setting of offline real and perceptible environmental scenes, and finally produce consumer behavior.
Laying out topic activities and content matrix, with a series of online and offline in-depth interaction of marketing actions and output of consumers' strong perception of content, Polaria was able to stimulate the perception of consumers in different circles, enhance marketing effects, and naturally obtained a double increase in traffic and sound.
As one of the first beauty brands to enter Douyin, Polaria's gameplay innovation and marketing methods on the Douyin platform are obviously at the forefront of the industry, and it is also a rapid rise in brand recognition and transaction conversion in Douyin.
In the future, what kind of posture will Polaria "explode" on Douyin? We'll see.