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微信化妆品广告解决方案

中国的“双11”电子购物节每年11月11日举行。今年,该节日的创始人和阿里巴巴最大的网上购物平台之一淘宝网实现了新的在线销售记录:人民币2,135亿元。去年,来自225个国家和地区的销售额达到1682亿元人民币,其中90%来自手机购买。

随着电子商务的普及,社交媒体是品牌和产品的强大推广渠道。在各种行业和平台中,化妆品越来越热衷于微信广告,它更有效地针对消费者并产生潜在客户。

腾讯和微信发布了一份分析化妆品行业社交媒体营销业绩的报告。在这里,我们将在报告中查看有关微信广告的一些见解和解决方案。

中国化妆品营销趋势

趋势1:微信是主要的广告渠道

从2016年到2017年,微信时刻有156个化妆品品牌广告,化妆品广告的平均频率增加了81%。同时,超过60%的品牌在微信官方账号上做广告,以维持品牌曝光率。微信广告已成为大多数美容品牌社交营销的首选平台。

通过SICAS *消费者模型分析社交媒体广告的用户行为,我们可以看到社交媒体为品牌带来了巨大的价值。

趋势2:美容品牌营销更加个性化,针对年轻人群

使用美容和护肤品的人的平均年龄相对年轻 – 1980年和1990年后出生的人已成为主要的化妆品消费者。从下图中,我们可以看到18-24岁的用户对社交媒体上的美容内容更感兴趣。因此,品牌倾向于为使用年轻代言人的年轻人群开发更多创意广告。

不同年龄组在1个月内阅读与化妆品相关的内容。

同时,男性美容需求也在稳步增长。未来3年,中国大陆男性护肤美容市场的平均零售额预计将增长13.5%,高于全球预计的5.8%增幅。

由于年龄,皮肤和喜好的不同,客户需要个性化妆品和化妆品。品牌营销必须满足不同的需求。因此,药妆品和小众品牌正在变得更加成功。

趋势3:KOL影响目标受众购买决策

KOL对化妆品购买决策的影响(来源:OC&C)

名人和美女KOL代言影响年轻消费者的购买决策。经过6个多月的观察,我们发现以明星粉丝为目标的微信广告获得的点击率为31%,评论率高于平均水平50%。

趋势4:在线和离线渠道变得更加集成

2017年,在线护肤品销售额增长了41.9%,在线化妆品销售额比2016年增长了56%。三,四,五线城市的增长速度快于一线和二线城市。

越来越多的化妆品品牌在线和线下都建立了更多的互动体验,包括在线优惠券,离线免费样品等,鼓励顾客参与和购买。

趋势5:化妆品客户的忠诚度较低

化妆品客户通常会同时使用多种品牌产品 – 大多数消费者只是按照趋势进行操作。观察了十大微信化妆品广告,发现目标受众平均对6个品牌感兴趣,这意味着客户不忠于一个品牌。

十大化妆品品牌目标受众的品牌兴趣

平均学位:99; 标准差:15

虽然社交媒体可能会引导客户了解和判断品牌价值,但消费者更愿意选择符合自身价值的品牌。在中国,生活在城市的52%的消费者更愿意购买他们认为具有道德品牌的品牌。

微信上的化妆品广告策略

策略1:成为活跃的社交用户

当品牌发布广告时,他们鼓励用户参与并使用@brand名称,从而增加与用户的互动性。通过这种方式,品牌可以通过利用潜在客户的社交关系链找到更多感兴趣的用户。如果用户看到他们的朋友参与广告,他们更可能也与广告互动,这当然有助于提升品牌声誉。

广告策略建议:

  • 在重要节日期间宣传新产品。

案例研究:Yves Saint Laurent

  • YSL在情人节推出了一系列微信时刻广告,推广不同的礼盒。
  • 目标受众包括夫妻和对奢侈化妆品感兴趣的人,提高转化率。
  • 通过提供不同的礼品盒价格,YSL满足了不同的预算要求,广告中包含一个链接到官方在线商店的号召性用户按钮。

结果:

  • 评论率比行业平均水平高200%。
  • Like率比行业平均水平高71%。
  • 2小时内售出5000多个礼品盒。

YSL WeChat在情人节时刻广告

策略2:通过战略性词汇选择给目标受众留下深刻印象

大多数对微信上的化妆品感兴趣的人都在18​​-30岁之间。品牌不仅可以定位这个年轻人群,还可以通过微信细分标签定位更具体的人口统计数据。不同的创意内容应满足微信广告中细分受众群体的不同需求。

广告策略建议:

  • 故事的广告对年轻用户有更强的影响。
  • 了解吸引年轻消费者的是什么,并利用名人代言来与用户建立更紧密的联系并提升品牌声誉。

案例研究:Innisfree

  • Innisfree与韩国名人一起制作了Moments广告,其中有许多年轻的女粉丝,吸引了年轻用户的注意。
  • 海报看起来像名人与用户牵手。独特的图像角度帮助用户感受到与演员的关系,因此,品牌,建立一种浪漫的感觉,这引起了目标观众点击广告的愿望。

结果:

  • 互动点击率高于行业平均水平。

Innisfree WeChat Moments广告

策略3:利用KOL的影响力

KOL和名人可以扩大品牌曝光度和影响力。在微信时刻广告方面,品牌可以针对名人粉丝和/或关注群组,以改善互动性并提升品牌形象。

KOL还可以通过自己的微信官方账号认可品牌。许多受欢迎的KOL可以直接影响用户,尤其是那些在1980年和1990年之后出生的用户。根据腾讯数据,有超过18,000个微信化妆品官方账户,每日读者人数超过6200万。因此,KOL微信官方账号中的自定义内容可以有效推动产品销售。

广告策略建议:

  • 利用微信的标签功能。微信的后端有许多不同的细分标签供用户选择。定位符合您需求的标签,以获得更具战略性的广告
  • 在KOL官方帐户上分享原创内容,培养潜在客户并提高品牌声誉。

案例研究:娇兰

  • 娇兰推出了微信时刻广告视频。该视频以中国流行名人Bingbing Fan为特色,展现品牌精神。
  • 娇兰还与化妆品KOL合作,他们发布了关于Bingbing Fan故事的定制内容和Guerlain卓越的品质,以吸引潜在客户购买产品。

结果:

  • 广告的点击率比行业平均水平高50%。
  • KOL官方账户的点击率比行业平均水平高7.9%。
  • 销售额翻了一番。

娇兰WeChat Moments广告

策略4:在线和离线都有效

品牌可以有效地从微信广告中产生销售线索。在客户购买过程中,用户会前往离线商店获取产品样本,或者他们会到您的在线官方商店进行实际购买,从而最大限度地提高转化率。

在微信广告后端,品牌可以选择商店,地点和区域来帮助附近的人们。LBS功能支持超过4,400个商业区域和超过5800万个POI(兴趣点)位置,覆盖中国0.5-5公里的范围。

广告策略建议:

  • 在线:如果您的品牌在中国购物平台上有电子商店,请利用“双11”,“6.18”电子购物节,并使用品牌历史数据和客户行为数据来增加转化。
  • 离线:将在线广告与离线促销相结合,引导用户进入您的商店。

案例研究:Elixir

  • Elixir创建了一个视频作为微信时刻广告。着陆页显示“应用免费样本”按钮,然后跳转到相关表单。填写表格后,用户可以在店内获得免费样品。
  • 在微信广告期间,用户在店内获得了15%的折扣。

结果:

  • 商店销售额大幅增长。

Elixir WeChat Moments广告

策略5:建立长期品牌价值

重新投放广告和重新定位可以加强品牌印象和消费者忠诚度。作为一个有机广告,微信提供了一个无中断,高度沉浸的阅读环境。

根据化妆品研究机构Brand Life的一份报告,暴露于广告3次以上的报道比仅仅一次接触广告更有效。

广告策略建议:

  • 使用不同的微信广告组合重新投放广告可以获得更好的结果。
  • 通过利用特殊假期和主题,品牌可以与用户建立互动。

案例研究:雅诗兰黛

  • 由于第一轮微信广告活动的互动成功,雅诗兰黛再次向这些用户重新宣传。
  • 根据广告业绩数据,Estee Launder达到了更广泛的目标受众。

结果:

  • 2017年1月至12月,Estee Launder宣传了18次,并将客户成本降低了60%。

雅诗兰黛WeChat Moments广告

面对不断变化的市场,微信广告也在不断推出新产品和功能,以提升营销价值。

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