How Did Fans Do 5.5 Times In Half A Year?

In 2015, the golden pupil award held by the advertising portal was announced. UNIQLO WeChat public account received the best WeChat brand public account of the year. Following the announcement of the Golden Award of "successful marketing", UNIQLO was once again awarded the best content marketing brand WeChat public number of the year.

The number of fans increased by 5.5 times in half a year. The maximum reading volume of a single picture and text information was broken by 700 thousand people. The average first picture and text can break through 100 thousand reading within 3 hours (Note: UNIQLO public platform is the service number, and the average weekly publication of 1 pictures and text messages).

Fans activity and participation remained at a high level. Online activity participation rate reached 67% and reached 85%; the 6 8 seconds video released during the lunar new year hit a record of 17 million hits.

So, how can a successful WeChat brand public account (not a media account, but a corporate brand account) be made? As the operator of WeChat account of UNIQLO, Fei Rui shares the experience of her uniqe public account.

1. understand Princess heart

I once said that if we want to successfully operate WeChat account, we must first think that WeChat fans have Princess disease, and the two main points are:

A) do nothing. Don't appear frequently. There are frequent fans in the picture and text information. In fact, every time they send out, they will cause a lot of powder dropping, but they will be released timely, and the contents will be up to the demand.

B) call you a little runners: you have to think about the powerful service function. When the fans need something, the backstage can react quickly.

So how do we respond to the needs of the princesses?

In fact,

A number of WeChat fans' online surveys have been conducted many times. Through the survey, we can see that WeChat fans are eager to obtain the demand of UNIQLO's brand public accounts. They are instant discount information, new product listing information, shop locations, fans' exclusive activities.

And so on, corresponding to this type of basic needs, we must first give satisfaction, this is a hard demand. At the same time, in order to achieve the requirements of "running", the fans need to be able to complete the docking function, including the location of the LBS location, the key words corresponding to all kinds of service requests, and the integration of the new commodity database. That is to say, the WeChat POP "code" on the "WeChat" series mobile and three-dimensional commodity information, and can query inventory, style, matching, size, store...

And so on.

2. subgroups

The demand for a large proportion of the population is not obtained through investigation, but rather from fine crowd analysis.

It includes the understanding of post-90s and post-80s Lifestyle. After the corresponding category characteristics, whether it is editing graphics, words, and designing H5 activities, it should be integrated.

At the same time, we should make good use of original stories from consumers, and connect consumers through products and social networks.

The series of different categories also define the use scenarios of target groups.

For example, children's clothing category, the use of father son or mother and child fashion mode of writing and page layout, rather than simply from the perspective of children's wear.

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3. brand concept expansion

UNIQLO's global concept is "Live Wear suit life", by changing the way of dressing, changing the wisdom of making clothes and the wisdom of dressing, bring people a better life.

Let the clothes, not only good-looking, but also bring you good-looking mood and value -- UNIQLO CMO miss Wu Pinhui.

Brand idea is very important to communicate with fans through WeChat platform. WeChat is China's largest social media. Unlike mass media, apart from communicating with its fans, it is important to get the opportunity to share fans.

The brand concept can be released on this platform, and seek recognition; and fans can make UNIQLO's dressing experience into a part of life, which conveys the best application scenario of "Live Wear service life".

Fans will not actively express the interpretation mode of "suit life" through investigation, but for the brand side, it is absolutely necessary to make good use of platform influence and convey the brand concept.

4.O2O tight tandem

Everyone is talking about it.

Most of them tend to be biased on the line. However, the essence of O2O is actually offline.

The success of every O2O activity depends more on whether the line can be perfectly accepted.

The WeChat account of UNIQLO does not link online shopping mall, it is more for the offline store to do drainage action; and the importance of interaction with offline is the main axis to create a new high effect.

5. keyword update

Dialogue with your princesses, the most important thing is the updating of keywords.

Through background inquiries and replies of different fans, make fuzzy semantic analysis, then consolidate data, and constantly update the corresponding content of keywords.

The correspondence of each keyword may be a string of words, a picture and text information, or 1 activities.

Only by constantly updating can we maintain the activity and freshness of the platform.

6. big data tracking

On the WeChat public platform, the most valuable is the backstage.

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Through sending platform pictures and text messages, participating in interactive games, comparing keywords, and linking O2O activities in series, we learn and understand what clothes consumers like, what kind of appeals they like, what kind of collocation they are like, what kind of collocation they are in, and geographical differences, and find out the best powder of UNIQLO brand.

7. flexible use of custom menu

It is not limited to the inherent patterns, and corresponds to every wave activity. UNIQLO regularly uses every column of the custom menu bar.

In fact, whether the fans enter the WeChat public account platform online or offline, the most intuitive content is the custom menu below the service number.

And when fans can easily understand and get what they need to do, they will naturally increase their participation.

In the case of holding 10 percent off exclusive activities for WeChat fans, a column in the custom menu of the platform is renamed as: ten percent off vouchers.

Such an exposition is straightforward and easy to understand. Compared with the so-called "activity" column, it needs more than 2 levels of search, which is indeed a lot of convenience.

WeChat's public account, which runs the brand, may be a lot of trouble for many people, because it is not easy to stand out in the 8 million public accounts. Therefore, we need to take user thinking as the first priority, stand in the consumer's position and take full advantage of the backstage function of the system to perfect the corresponding demand. Your princesses will not be generous enough to show up.