Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
2016 is the first year of live broadcasting. With the rise of web celebrity economy, major live broadcasting platforms began to develop rapidly. E-commerce live broadcast has gradually become the marketing communication mode chosen by major brands. However, even in such a grand situation of live streaming market, e-commerce live streaming of maternal and child products is still in a state of inactivity or even stagnation, and the response from users is not great and the effect is not good.
The reason behind it is not hard to understand, in the traditional sense of the live are women and net blush is given priority to, attract the vast majority of people are men, and maternal and infant group for young mothers, for women and their net blush itself is not interested in, and relates to the baby's health and the quality of the products problems, lead to their choice for brand is very discreet, rarely impulsive consumption.
Faced with such severe challenges, in September 2016, @comm planned a Tmall juhuaxuan live broadcast for s-26 pizhen of wyeth, entitled "go to the market in Switzerland with cook huang ". By taking advantage of the content integration plan, the broadcast broke the traditional conversational form and presented a brilliant report card.
Solution：
The theme of wyeth's activity is to go to the market in Switzerland with cook huang, and cooperate with the cook huang Noob market, which is a pure journey of Switzerland across geographical space, and a direct communication carnival between wyeth and mothers.
Compared with the simple star chat live broadcast, this live broadcast has natural advantages. By taking advantage of huang lei's own brand, cook huang noob market, it uses the recommended quality of life to attract wide attention of target consumer groups. Before the live broadcast: preheat and hype the theme of the event by using off-site resources such as weibo, WeChat, maternal and child platform and video website.
We found that based on rational consumption habits of mothers and infants, if there is no convincing content in the whole live broadcast, the pure eyeballs cannot support a good purchase transformation. To this end, we take platinum zhen's milk source Switzerland as inspiration, creative "go to the market in Switzerland with cook huang" theme live broadcast.
Broadcast day:
Huang lei Shared the real use experience of the product on the spot, Shared the parenting and feeding experience with the audience, and distributed gifts. In addition,cook huang uses platinum zhen milk powder to make baby nutrition recipes.
Invite taobao celebrities to participate in live games and interactions, and share experiences from the perspective of mothers.
Tmall live broadcast platform activities to promote, but also through pepper, mepai and other off-site resources multiple live broadcast platform target consumers accurately drainage to Tmall, to achieve e-commerce purchase.
To create a successful e-commerce live broadcast of maternal and infant products, it is not only necessary to make use of the traffic of the e-commerce itself for publicity, but also to maximize the use of limited resources to reach the target consumer groups. After the live broadcast, we conducted in-depth reports for the live broadcast through WeChat KOL, maternal and child media and other platforms to expand the brand influence.
Result：
Wyeth bucked the trend with content integration planning, breaking the traditional conversational live form, and presenting a brilliant report card.
57%.93%. The transaction index ranked the first in the whole network.
