Xiaohongshu's Double 11 strategy (copied homework)

The annual Double 11 is coming! Have you prepared your strategy and are waiting for Double 11? If you haven't made a strategy yet, this article will definitely be useful to you. If you are interested, you can take a look.

Today I’m going to share with you a set of general Double Eleven strategies. If you haven’t made a plan yet, you can just copy it.

Those who have already made arrangements for Double Eleven can use this as a reference for adjustments and optimization.

Before that, let’s review the timeline of this year’s Double Eleven:

1. Taobao platform Double Eleven timeline

This year's Taobao Double Eleven timeline is very close to last year's, or even almost the same.

First Wave

1) Pre-sale

Pre-sale warm-up: October 24, 2023 14:00:00 - October 24, 2023 19:59:59

Deposit* payment: October 24, 2023 20:00:00 - October 31, 2023 17:59:59

Balance* payment: October 31, 2023 20:00:00 - November 3, 2023 23:59:59

2) Spot

Spot preheating: October 29, 2023 00:00:00 - October 31, 2023 19:59:59

Spot sales: October 31, 2023 20:00:00 - November 03, 2023 23:59:59

Second wave

1) Spot preheating: 00:00:00, November 9, 2023 - 19:59:59, November 10, 2023

2) Spot sales: November 10, 2023 20:00:00 - November 11, 2023 23:59:59

2. Xiaohongshu’s Double 11 Advertising Strategy

First of all, we must make it clear that it is difficult to convert directly on Xiaohongshu, so the main purpose of our advertising on Xiaohongshu is:

Improve brand awareness, boost brand voice, improve brand ranking, and enhance on-site conversion effects.

Inspection indicators:

Popular article rate, total interaction volume, search penetration data indicators: CTR, CPM, CPE, interaction rate, comment area orientation, return search cost...

Keyword effect: keyword CTR, CPE, keyword SOC/SOV, keyword display ranking…

Return search rate, conversion rate: CTR, product visits, product purchase rate, product conversion rate, ROI...

3. How to play Xiaohongshu in different stages of Double 11

1. Grass planting and water storage period (September 24-October 24)

There are two main tasks during the water storage period:

The first is to create popular articles through the promotion of Xiaohongshu influencers, expand the brand's basic voice, reach more potential consumers, and reserve notes with high-quality content and data, laying a good foundation for subsequent performance advertising.

The second is to take over the traffic brought by some influencers through the content layout of professional accounts, help companies better build their brands and bring direct conversions.

Purpose of placement: Selling point testing, screening, consumer mindset training

Delivery strategy: UGC testing + brand building

1) Material testing: accumulate high-quality content, cultivate users' understanding of the product, and guide public opinion

2) Test the conversion of related words and set delivery goals and budget planning

The content of this stage focuses on emphasizing the selling points of ingredients and popularizing the content of product ingredients in order to cultivate the user's mind.

In terms of influencer selection , the main focus is on a combination of KOLs and KOCs, and the traffic distribution channels are more inclined towards French fries.

In terms of performance advertising, brand professional accounts can use the newly added marketing promotion model in the French fry tool to recommend high-quality content notes with marketing nature to the target audience. At the same time, the private message component function can promote retention conversion while improving brand promotion and product recommendation effects, and quickly drive traffic to the brand during the water storage stage.

The budget for this phase accounts for 30%.

2. Pre-sale period (10.24-10.31)

The main tasks of the pre-sale period are twofold:

The first is to use the high-quality notes tested during the water storage period for performance advertising and continuously observe data such as CTR to optimize and control costs in real time.

Second, continue to release brand cooperation notes, expand brand SOV, and seize core keyword rankings. During the period approaching the big promotion, the brand can also moderately increase guidance such as "stock up on good things" to achieve product and effect integration.

Purpose of delivery: Create a content matrix to achieve rapid dissemination

Distribution strategy: Conduct public opinion guidance, adjust content strategy, combine selling point output, concentrate distribution, and obtain popular articles

During the sprint phase at the end of October, brands need to refine user public opinion from the previous stage of water storage, and promptly adjust more specific selling point strategies, do a good job in public opinion guidance, and build a good public opinion foundation for brand building.

Browse the positive and negative comments of users, start from the positive content, and extract the main selling points through the blogger evaluation feedback and positive comment feedback during the water storage period.

To reverse negative public opinion, we will extract and guide the negative comments and feedback about the brand on the site in a targeted manner.

Answers to major questions are provided by refining the major issues of the brand within the site and strategically placing Q&A content.

The content released in this stage focuses on the core keywords of the product, adding scenarios, focusing on usage scenarios, and acquiring users in the scenarios.

In terms of influencer selection , the proportion of amateurs should be appropriately increased, and a combination of KOL/KOC + amateurs should be adopted to expand the audience range.

At this time, in the selection of investment channels, information flow: search = 8:2

The budget share at this time is approximately 35%.

3. Peak conversion period (October 31-November 11)

10.30-11.11 is the critical period for direct conversion. It is the stage when resources are concentrated and shopping conversion is the strongest. It is also the decision-making link for creating the Double Eleven peak.

There are two main tasks during the transformation period:

First, accelerate exposure through keyword expansion, audience expansion, bid increase and other means, and use performance advertising to re-reach and accurately harvest the target population.

The second is to pay attention to the store search rate and brand search popularity on Xiaohongshu after the big exposure.

Purpose of placement: To capture high-conversion cycle traffic, break the circle/enhance brand value

Advertising strategy: Leaders speak out + official involvement, high-quality content heats up investment

1) Combined use of bonus words improves cost-effectiveness

The price of traffic in the weeding stage is usually higher than in the past, so brands need more precise delivery during the delivery process. The content of the notes should focus on core keywords, use product or competitor keyword targeting, and interest targeting based on product action characteristics, and combine low-priced long-tail traffic words to improve the cost-effectiveness of brand delivery.

2) Official traffic tools continue to help stabilize popularity

During this stage, search advertising should maintain accurate and stable keyword delivery, and adjust bids to ensure that brand notes are always at the forefront of advertising positions.

Information flow advertising is delivered by upgrading advertising plans and creatives based on the placement in the water storage period and sprint period, and delivering them in a rhythmic manner to achieve multiple and accurate reach of the core population group.

3) Use keyword expansion, population package expansion, bid increase and other means to accelerate exposure, reach the target population for the second time, and harvest accurately.

4) Pay attention to the store search rate and brand search popularity within the site after the big exposure.

Content focus: post-purchase evaluation, precise reach + keyword positioning

Expert selection: Top KOL + mid-level and bottom-level high-quality content reinvestment

The recommended budget ratio for this stage is 30%, with the budget ratio of information flow and search advertising being 5:5. 4) Sustained growth period (11.11-11.15)

The main tasks of the brand at this stage are twofold:

The first is to redirect potential high-conversion users, and continuously occupy core words and long-tail words with high conversion through search ads to promote the final conversion. At the same time, pay attention to CTR data and perform real-time optimization.

The second is to use return activities and preferential information for old customers to activate and awaken dormant users.

Purpose of delivery: retention + conversion, return event

Distribution strategy: high-quality materials are further heated up

During this stage, we should continue to occupy core words and long-tail words with high conversion rates on the search side, pay attention to efficiency indicators such as CPCCPR, and actively strive for core keyword traffic that small and medium-sized businesses were unable to compete for in the early stages.

By specifically dividing the portrait characteristics and consumption demands of these two groups of people, we can provide targeted contact plans, such as establishing a differentiated brand personality, arranging dedicated personnel and professional language to communicate sincerely with dormant customers, asking about their needs and opinions, and avoiding crude telephone promotions and text message bombardment. Only by taking advantage of the "needs" can we achieve the effect of moving a large object with a small effort.

The content of the delivery notes at this time should focus on re-purchase, re-investment and supplementation, and use high-quality materials to seize the core critical period.

When choosing talents, you should choose amateurs + KOLs to build reputation

The event return period is also the stage for many small and medium-sized businesses to recover the core keyword traffic that they failed to compete for in the early stages of the competition, and the budget accounts for 5%.

4. Summary

The budget for the water storage stage is 30%, and experts are used to create brand hot articles to accumulate high-quality materials, and content strategies are used to store water for small peaks.

The budget for the sprint phase is 35%, and 80% information flow advertising + 20% search advertising will be used to accelerate the dissemination of brand content, expand brand SOV, and seize the top keyword rankings. At the same time, selling points will be extracted from user public opinion and the strategic direction will be adjusted.

The budget for the weeding period is 30%, and the exposure is accelerated by means of keyword expansion, crowd expansion, bid increase, etc., and low-priced long-tail traffic words are used to improve the cost-effectiveness of brand investment.

The budget for the encore period is 5%. Through search ads, we will reach the high-conversion audience on Xiaohongshu again, and use encore activities to awaken the brand's dormant users to improve retention and conversion.

4. The role of Xiaohongshu brand accounts in the Double Eleven campaign

In addition to the regular promotion rhythm, I would like to emphasize the application of Xiaohongshu’s professional brand accounts.

During the big sale, brand professional accounts, new product releases, lottery mechanisms, joint brand promotions, etc. are all effective promotions before the big sale. They play a big role in connecting with the brand among fan users, and jointly operating processes with the brand to prepare for the big sale.

Professional accounts use promotions to start topics, first capture consumers' desire to consume, shift users' attention to the brand, combine creative content with big promotions, strengthen interactive connections with users, and convey correct concepts and information.

Expose the brand, increase its popularity, use sweepstakes to attract users to actively participate, and guide users' attention through sweepstakes. Companies can provide users with preferential treatment of goods to stimulate users to consume, thereby achieving the effect of marketing conversion.

You can also use the form of mutual promotion and traffic diversion, and cooperate with public accounts of the same purpose with common fan types. If the number of fans is highly similar, you can promote each other. After all, it is a win-win cooperation method. However, if the number of fans is very different, then you can consider the ratio of the number of fans to promote each other.

For example: There are two professional accounts of the same purpose, one with 50,000 followers and the other with 10,000 followers. The account with 50,000 followers promotes the professional account with 10,000 followers once, and the account with 10,000 followers promotes it 5 times.

Mutual promotion is not limited to Xiaohongshu, such as tagging, calling out to partners, joint activities, fan benefits, etc. (according to the agreement reached by both parties). Public accounts, Moments and other platforms can also promote each other. The effect of mutual promotion is determined by the object, copy, method and number of mutual promotions.

The above is all for today. I hope it can provide some reference for you.

Author: Vic

Source: WeChat public account: Vic’s Marketing Thinking (ID: Viccps0227)