introduction
"The wind and the sun are warm and the flowers are gorgeous, and the sea of people is like a tide and the crowd is like a cloud", compared with last year's explosive travel, this year's May Day popularity is also high. According to the latest estimates of the Ministry of Culture and Tourism, there were 295 million domestic trips during the holiday, and the total travel consumption of tourists reached 166.89 billion yuan.
Whether it is the "100 million people in XX" hot stalk out of the circle that describes the grand occasion of collective travel on May Day, or the "reverse tourism" tide such as "Tianshui spicy and hot" and "re-baking in Zi", they are all closely related to the escalating consumer demand of young people. The essence is that young people want a higher quality holiday experience at a lower price. The consumer demand for "high quality and high quality" must be guaranteed by a stable, sufficient and high-quality supply of merchants.
To this end, Douyin Life Service has joined hands with many brand merchants to jointly launch the "Follow the Big Names on May Day" activity with the dual IPs of the platform [Douyin Heartbeat Big Brand Day] and [Douyin Heartbeat New Day], which will bring the "presumptuous" experience of the May Day holiday to many users with the hot products and new products included in eating, drinking and playing, and the fun live broadcast of the holiday relay, and also bring a steady stream of customers to the merchants, and finally achieve a GMV of more than one billion.
From the needs of users to the needs of users, Douyin Life Service will work with merchants to be the user's holiday "partner" during this May Day holiday.
01
Think what the user thinks
Bring merchants to open up "heart-warming May 1st gear"
According to the estimation of the Ministry of Culture and Tourism, the per capita consumption amount of this May Day (565.7 yuan), and the user's "careful budgeting" way of celebrating the festival, is a consumption insight point that cannot be ignored in the explosive May Day consumer market. In what way, can we get more users' "consumption favor" during the highly competitive holidays?
On the other hand, during the May Day period, there is a surge of offline people, and online traffic is also the peak, in order to achieve explosive business growth, merchants need corresponding resources and strategic support to undertake. As platform-level marketing IPs, "Douyin Heartbeat Big Brand Day" and "Douyin Heartbeat New Day" have always had rich resources in terms of traffic support, talent reserves, and scene creation. In the past year, the "Douyin Heartbeat Big Brand Day" has created a number of brand node marketing cases, and the "Douyin Heartbeat New Day" has helped many merchants complete new products, all of which have relatively mature operational experience.
With the blessing of the platform's dual IPs, the traffic entrance of brand merchants has more opportunities to be seen by users.
Specific to this May Day holiday, young people do not have established holiday habits such as visiting relatives during the Spring Festival and Mid-Autumn Festival reunion. Douyin Life Service is keenly aware that under node consumption, users' new consumption habits are all in pursuit of a more distinctive consumption experience and a more worry-free and effortless holiday life. In other words, users seem to have lowered their consumption levels, but in fact they have raised the threshold for consumption, and are only willing to pay for competitive prices, attractive products, and "new and exotic" experiences.
The "Douyin Heartbeat Brand Day", which focuses on "not only quality, but also discounts", and the "Douyin Heartbeat New Day", which focuses on "novelty experience first", naturally meet the consumption needs of users on this May Day.
Looking back from the activity of "following the big names for May Day", Douyin Life Service not only "thinks about what users think", but also integrates platform resources and uses the platform's advantageous IP as a bridge to connect users and merchants, thus uniting merchants to open up this "heart-warming May Day file" where user demand and merchant supply complement each other.
02
Eat, drink and be merry
Be a happy entrance to holiday consumption
Serving users and becoming a "happy entrance" for the public to eat, drink and have fun during the May Day period is also the original intention and goal of this event, which is embodied in products, gameplay and communication.
On the platform, Douyin Life Service has created a direct "happy consumption entrance" on the special page of "Follow the Big Brands for May Day", which is divided into two channels: big-name discounts and new product benefits, with both big-name classics for people to choose from, as well as unique new tastes. In terms of price, McDonald's buy gold barrels and get 0 yuan gold barrels, CDF Haikou International Duty-free City launched a tax-free voucher with a discount of 3.99, Luckin's new iced bayberry Rena ice 15.9, Shanghai Haichang Ocean Park May Day children's special ticket of 159 yuan, etc., from eating, drinking to playing, covering all categories, satisfying the psychology of many users who want to improve the cost performance of shopping in a preferential way of "wool". On this basis, Douyin Life Service also cooperated with merchants to launch a dopamine-style warm-up poster to highlight the benefits of "cost-effective products", and the overall event received 140 million attention and exposure.
Focusing on the event itself, eating, drinking, and "wool" experts have joined this wave of May Day Amway army, conveying the key information of new and high-quality products on big brands from the perspective of "enjoyers", and attracting more people to search for keywords to enter the main venue of the event. Information such as "big discounts, spike surprises, and all food, drink and fun included" made many users gather in the comment area, saying "I want to rush a wave". Under the spontaneous dissemination of users, the popularity of the event gradually increased, and the total topic of the "Follow the Big Names for May Day" activity reached 130 million views.
The relay brand live broadcast is another holiday life interface connected by a timeline. From the end of April to the beginning of May, big-name merchants choose to accompany users in the form of live broadcasts, holding big-name live calendars and new live broadcast calendars, click on the live broadcast, and you will encounter a colorful holiday and beautiful life. Just move your fingers and place an order, whether it is a discount co-branded product of Tea Baidao × Star Dome Railway, or a 2024 two-person play card of @Chengdu Polar Ocean Park, you can "get your hands on it" and continue to meet the new expectations of users for "unbridled" eating, drinking and having fun during the holidays. The rhythmic live broadcast brings a stable online customer flow during the holiday to brand merchants, firmly links consumer demand with cost-effective goods, and also brings more efficient conversion and business increment for brands.
Take the live broadcast of the "Douyin Heartbeat New Day" × Tex's event as an example. Tex's new product "Double Gold Partner" was launched in the live broadcast room in the form of a value-for-money exclusive package. In order to gather popularity for new products, at the event venue of "Douyin Heartbeat New Day" and "New Product Launch, Gift Card Collection", Tex launched the "National 'De' Thigh" activity, providing Douyin card exclusive games, redeeming game package rewards and other rich gameplay to stimulate users' interest in participation. Under the tilt of platform traffic, Tex and new products have been able to achieve a wider range of user reach, with 500,000+ views in the venue in just six days of launch, superimposed on the preferential price of the product itself and the additional high-satisfaction consumer experience, and the new product has achieved more transaction conversion.
And this is also the epitome of the harvest of many live broadcast brands. That is, to undertake the rich passenger flow brought by novel gameplay, activity popularity and platform resources with high-quality goods, so as to achieve online transactions and offline conversion, and achieve a double harvest of brand popularity and business growth.
03
Keep up with TikTok life services
Be a "treasure" partner of the user's life
As the popularity of the event continued to rise, it brought considerable exposure to the participating brand merchants, and also spread to communities such as catering and retail, achieving in-depth reach to vertical users, with a total of more than 44 million communication exposures. With the enthusiastic participation of users, 22 brands achieved GMV of more than one billion, turning the peak traffic of the holiday into real business growth.
In addition to node gameplay planning and traffic influencer resource support, Douyin Life Service is a targeted launch of the 2024 May Day seasonal marketing strategy, from pre-festival to mid-festival, from live broadcast, short video to people's fancy gameplay, and then to the method of subdividing categories; It has always been what Douyin Life Service has been doing to allow merchants to give full play to the characteristic advantages of brands and products with their own accurate grasp of nodes and user needs.
Through the focus of the "Follow the Big Names for May Day" activity, many merchants and Douyin Life Service have become effective "partners" for users' holiday life, and this extends to what Douyin Life Service has been doing, and it has been committed to becoming a loyal "partner" that brings users a better life and good business to businesses. By deepening platform cooperation, merchants can not only obtain business increments in a short period of time, but also gradually accumulate long-term operation buffs.
One of the important points is how to accompany users for a long time and become a "treasure" partner in their lives. As a platform for interest aggregation, the important role of Douyin life service is to become the "glue" of users' lives and merchants' business. On the one hand, the major nodes of the user's life can become a major node of the business growth of the merchant, so it can better understand the user's consumption needs, and based on this, the content creation and product launch can better activate the user's consumption enthusiasm; On the other hand, the content that users are interested in can become the first choice for business content creation. When the business ideas of merchants closely follow what users see, hear, think and think, then the accurate encounter between their own products and target traffic will also be a matter of course.
The conversion performance of the May Day event also verified the value of the platform for merchants' business operations. In the future, Douyin Life Service will continue to expand marketing resources, improve marketing capabilities, and improve the platform ecology, looking forward to working with more merchants to provide users with high-quality brand services at high prices and reap the sustainable growth ecology of "integration of quality and efficiency".