Jindian Milk, one million users participated in 10 days, global membership marketing case analysis

Milk is a product with low unit price and high repurchase rate, and it is difficult to differentiate its taste, so user loyalty is relatively low. So, how to cultivate user loyalty through private domain operations? The author of this article uses an activity of Jindian Milk as an example to dismantle its marketing methods, hoping to be helpful to you.

A few days ago, I found that Jindian Milk, a subsidiary of Yili, is the first case in 2023 to achieve a very good growth in global membership marketing. In just over ten days, it attracted millions of users to participate, 100,000 members and potential members, and the number of recalled users increased by more than 350% month-on-month. (Data source: public network)

Out of professional curiosity, I studied their activities and broke them down to a replicable level, hoping it will be of some inspiration to you all!

1. Industry Background Analysis

Milk is a cyclical and necessary consumer product with a stable overall demand. It is less affected by economic cycles and has been in a state of stock competition for a long time. The extremely small information gap, extremely transparent supply chain, and extremely involuted development speed have also made the homogeneity of milk brands more prominent. Not only are small and medium-sized brands imitating and impacting the market, but more and more industry giants are also forced to get involved in the competition.

The milk category has the characteristics of rigid demand, high repurchase rate, short consumer decision-making chain, and sufficient user life cycle value . It is very suitable for cultivating loyal users through private domain operations.

However, I found that when I was managing a Xinjiang milk brand, I still encountered the problem of low conversion in the private domain. Because there are too many brands of the same type, the conversion cost is extremely low, resulting in low user loyalty to the brand, so conversion in the private domain will be relatively difficult.

For companies like Yili, the mainstream channel model in the past was deep distribution. There were distributors, wholesalers, retailers, etc. between the brand and consumers, making it difficult to connect with end consumers.

This means that their pain point is how to shift from focusing on brand product promotion to being consumer-demand-oriented, establishing channels for direct communication with users, taking the user journey as the entry point, and building a full-link and full-scenario service system to make consumers identifiable, analyzable, reachable, and operational while improving the brand experience.

2. Business Link Design

Yili's Jindian Milk took advantage of the popularity of China's traditional Laba Festival and designed a brand event on December 30th, "Use Jindian to show your love for what you love", and then gave away 20,000 "Junshan Organic Laba Gift Boxes" (the gift box contains Jindian organic milk, organic grains, etc.) exclusively to members.

Among them, platinum members and diamond members can receive the gift box directly in their mini program. Opportunities members need to go to the mini program to participate in the event to receive the lottery code, and they can receive the gift box if they win the lottery.

If you invite friends to register as Jindian members, you can get another lottery code to increase your chances of winning. In addition, you can also get gift boxes by purchasing Jindian organic products.

Sihai’s analysis: The product is very good-looking, the participation link is simple enough, and it also adds the gameplay of fission and drainage, which is very worth learning from!

3. Communication channels

1. Public Domain Channels

Weibo:

The brand worked with other media to produce Weibo splash ads, Weibo hot searches, and Tencent Video splash ads, and cooperated with many celebrities. It also shot a separate advertising video for use in Moments advertising.

Xiaohongshu:

We sought out KOLs to do the promotion, mobilized 1,000 users to go to Xiaohongshu to spread the word, and gave these users gift boxes of Laba porridge.

2. Private Channels

Use social groups, AI smart outbound calls and text messages for recall, where the community is the original community for promotion.

AI smart outbound calls and text messages capture the mobile phone numbers of mini program members, and then the AI ​​robot will directly notify their members using real voice. At the user level, what they feel is a one-on-one notification from a real person.

This method can achieve hundreds of thousands or even millions of notifications every day, truly applying AI technology to business and achieving cost reduction and efficiency improvement!

Analysis of Sihai:

• Weibo and Xiaohongshu are platforms for introducing new customers and fermenting content. Celebrities are the entry points for social communication, quickly attracting a large number of users' attention.
• AI phone calls notify users one-on-one in a real-life manner, greatly increasing users' favorability towards the brand.

4. Activities

After a large amount of publicity, all traffic is transferred to their WeChat official account for conversion, and benefits are distributed in the form of raffles. For new users, they are given a 100-yuan new user coupon package, as well as specific product combinations, such as milk cards, gift boxes, etc., to enhance the purchasing motivation of new members.

It was just such a simple little event. Over a period of more than ten days, millions of users participated in this event, with more than 100,000 new potential customers and the number of recalled users increasing by more than 350% month-on-month.

5. Event Highlights

1. Content planning

The Jindian organic Laba porridge gift box is very beautiful, and the whole design is also very consistent with the green and healthy visual experience. After receiving it, users will most likely take photos and share them, forming secondary dissemination exposure.

In particular, it is given exclusively for free to platinum members and diamond members, allowing core member users to feel the warmth of the brand. This warm image is then passed on to other users, strengthening the brand awareness of potential users.

There is also a series of opening screen ads called "Don't Search". This creative activity through "reverse planting" makes the majority of users unable to restrain their curiosity and want to try searching. This not only expands Jindian's exposure on Douyin, but also effectively arouses users' willingness to actively search for the brand.

2. Improved membership system

It is learned that the current membership system of Jindian is divided into four levels based on user shopping points: silver, gold, platinum and diamond.

Purchasing behavior will affect the membership level, and different levels have different rights and interests. The level design can make users feel the promotion of membership rights more intuitively, and also give users a driving force for promotion. Members can go to the points mall to redeem gifts, or they can use cash to shop.

3. The labeling system is simple and easy to implement

The first is behavioral tags. Users will have a lot of behavioral data, such as what products they browsed and purchased. These can be achieved through technology. Then for high-value users, birthday gifts, specific product trials, etc. will be provided. For new users, there will be automated marketing methods such as new member membership and new member gift packs to increase retention and conversion.

The second type is user questionnaire tags, which allow users to complete their information and fill in some tags through questionnaires.

6. Reusable Learning Points

1) Emotional Marketing

Specifically targeting high-value users, we give away welfare products for free and use the extremely high appearance of the products to create secondary dissemination .

2) Social fission

In the private domain, use mini programs to participate in activities to receive signing codes, and invite friends to increase signing codes to form secondary fission, in the form of a lottery, to effectively control the cost of fission.

On Weibo, by utilizing Weibo’s lottery platform and conducting interactive lottery with topics, secondary exposure can be created to help build momentum for the brand.

3) Global linkage

We used Weibo and Xiaohongshu for promotion, celebrity recommendations, and other brands to promote the content, gaining a lot of public exposure. We used public accounts and mini programs to carry out conversions. We also used AI smart phones to notify original members more efficiently, giving members a sense of exclusive notification .

4) Refined transformation to achieve product quality and effect integration

Different conversion benefits are issued according to different membership levels, so that brand activities can ultimately achieve visible conversion results.

VII. Final Conclusion

This time, Yili's event, through the combination of multiple factors such as brand, global, members, labels, touchpoints, content, emotions, AI smart tools, etc. , has beautifully created a "classic" case for us to achieve sales growth by converting members' private domain precipitation from global marketing at the beginning of 2023.

In 2023, global/private domain membership operations, combined with digital transformation and automated marketing, will inevitably become a new trend.

Author: swimming, WeChat public account: Growth Leader (ID: swimming54)