Hello everyone, I'm Ah Wei
Bilibili and JD jointly created the "Jinghuo Plan": verify the effect of grass planting and improve the efficiency of grass plantingThe "Jinghuo Plan" jointly built by Bilibili and JD Alliance was officially launched, which is also another data ecological co-construction project after Bilibili and Taobao Alliance launched the "Spark Plan" last year. The main purpose of the plan is to improve the grass planting system of Bilibili, help brands achieve marketing link analysis, and better measure the value of grass planting.
Brands can rely on multi-dimensional post-link data indicators to verify the effect of grass planting while obtaining instant conversion through grass planting videos at station B. In addition, the "Jinghuo Plan" can verify the effect of grass planting, help brands achieve more accurate crowd precipitation and remarketing, and improve the efficiency of subsequent grass planting.
After a brand or agent places an order through the "Jinghuo Plan", it can view the e-commerce behaviors that occurred on JD.com within 15 days after the user watched the corresponding video on Station B after the "T+1" day after the release of the commercial order video, including multi-dimensional data such as search and browsing, collection, additional purchase, and purchase. In the second phase, the time to measure performance is expected to be extended from 15 days to 30 days. In addition, the "Jinghuo Plan" can also help brands achieve more accurate targeted advertising and improve the conversion rate of advertising.
The crowd assets obtained by the brand through the "Jinghuo Plan" will also help the brand achieve more accurate crowd precipitation and remarketing, and improve the efficiency of subsequent grass planting. Brands can also connect the obtained data with their own CRM systems to achieve more comprehensive user portrait analysis, better understand user needs, and improve product development and after-sales service. The data shows that Bilibili has become one of the largest incremental sources of e-commerce platforms.
Taking a 3C digital brand as an example, during the "618" period of JD.com, it cooperated with multi-zone UP masters such as life, technology, and knowledge at Station B. Through the grass planting and drainage of the UP master, the user's purchase rate on the JD platform reached 44%, and the purchase rate after planting grass reached 60%. Therefore, the "Jinghuo Plan" can improve the grass planting effect of the brand and achieve better brand promotion effect.
Recently, Bilibili has carried out in-depth cooperation with Alibaba, JD.com, and Pinduoduo, three leading e-commerce platforms, and these in-depth cooperation measures provide more choices for brands to expand their business and provide consumers with a better shopping experience. In the future, the in-depth cooperation between Bilibili and e-commerce platforms will be closer, bringing more innovative marketing methods and shopping experiences to brands and consumers.
In short, the "Jinghuo Plan" aims to improve the grass planting system of station B, help brands achieve marketing link analysis, verify the effect of grass planting, help brands achieve more accurate crowd precipitation and remarketing, improve the efficiency of subsequent grass planting, improve the conversion rate of advertising, and achieve better brand promotion effects. Bilibili has in-depth cooperation with e-commerce platforms to help brands expand their business, and there will be more innovative marketing methods and shopping experiences in the future.
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