Bringing goods guide | Winter Olympics What can Gu Ailing's textbook-level marketing bring to ANTA?
2022-03-01
Shaking data
In the blink of an eye, the 2022 Beijing Winter Olympics is about to usher in the closing ceremony on Sunday, February 20, looking back on the exciting major events in the past ten days, not only bringing ice and snow sports into the public eye, driving the ice and snow economy, but also making Bingdundun, Su Yiming, Gu Ailing, Hanyu Yuzuru, and Wang Meng jump into the traffic responsibility, swiping the major platforms.
At the same time, Anta, as the sports brand that sponsors the most equipment for this Winter Olympics, not only successfully bet on Gu Ailing, but also took advantage of the "metaverse" to link up with Douyin to plan a textbook-level brand marketing, and the WeChat index soared to 200 million on February 8.
Below, Douyin Data will review Anta's marketing operations on Douyin and analyze them one by one from the perspective of data.
On February 4, on the eve of the opening ceremony of the Beijing Winter Olympics, ANTA's official Douyin account "ANTA Sports" released a video #ANTA Metaverse is opening, using the current popular metaverse Winter Olympics as a selling point, and linking up with "Metaverse blogger" Huihui Zhou to launch a global recruitment order for "Player Zero", inviting netizens to become #ANTA Metaverse Player Zero.
Up to now, the main topic of the video, #ANTA Metaverse Player Zero, has been viewed 960 million times, and more than 30w people have participated.Under the high exposure, the link to the Winter Olympics flag product under the topic brought high views and monthly sales.
From the backstage of the shake clothes【Talent Overview】According to the data, the number of followers of the account "Anta Sports" in the past 7 days has increased by 38w, an increase of 258.18%, and the number of works liked, the number of products with goods, live broadcast sales, and live broadcast sales have increased significantly during this period.
click【List of Works】Among the videos released by the account "Anta Sports" in the past 15 days, the most liked content is related to the Winter Olympics, and more than half of the videos are based on Gu Ailing as the video cover, and there are even popular models with more than one million likes.
Pull down to enter【Work Trend】page, through the line graph, you can clearly observe the number of likes and followers of the "ANTA Sports" account since the opening ceremony of the Winter Olympics on February 4.
It can be said thatMetaverse Winter Olympics Patriotic Gu AilingUnder this set of multi-hotspot and multi-element integration of promotion and marketing combinations, it directly boosted ANTA's frequent exit during the Winter Olympics, and promoted the brand's publicity and sales with high quality.
With its cute image, the 2022 Beijing Winter Olympics mascot Bingdundun has dominated the hot search list many times, becoming a phenomenal hot topic and a new top stream.
For this reason, the official sponsors of the Winter Olympics have taken advantage of the traffic password of Bingdundun to attract traffic to the live broadcast room. Anta is no exception, and many of its live broadcast rooms have started to bring goods with Bingdundun as gifts, and the number of online users has exceeded 10,000, and the live broadcast data is eye-catching.
Taking the "ANTA Children's Flagship Store" as an example, the live broadcast room with Bingdundun as the selling point not only has a large amount of public domain traffic poured in, but also realized7The number of fans increased by 70,000 in one day The number of online people in the live broadcast room has surged rapidly, and the barrage about "Bingdundun" has continued to float, and sales have also made a high breakthrough.
Click on the backstage[Live column.]table】It can be found that the live broadcast room of the "ANTA Children's Flagship Store" has increased significantly after the appearance of Bingdundun, and the number of viewers has reached in a live broadcast on February 9104.7w audienceThe highest value, achieved 33.59w live sales.
Click on the target live broadcast to enter the live broadcast details page, which can be seen more intuitively【Live Overview】、【Packing List】、【Cargo Analysis】、[Warm-up video.]】、[Interaction Analysis]A series of live broadcast data can effectively review the effect of brand self-broadcasting, and improve the efficiency of analysis and optimization of operation personnel.
If passed【Warm-up video】We found that as early as before the start of the live broadcast, the "ANTA Children's Flagship Store" had made full preparations through several Bingdundun-related videos, laying a good foundation for the live broadcast room.
Source:Shake your clothes
at[Interaction Analysis]In the barrage, there are also keywords such as Bingdundun that appear frequently, and there are also users who have accurate needs for goods with goods, which also paves a good data basis for brand research and demand analysis.
Source:Shake your clothes
At the same time, another "ANTA Parent-Child Sports Store" account also achieved a breakthrough in various live broadcast data through Bingdundun. It can be said that through the traffic effect of Bingdundun, it has directly contributed to the formation of Anta's Douyin live broadcast matrix.
Well, how to pass"Shake the Clothes"Better to see Douyin data from other clothing brands?
Step1.Enter the brand you want to query in the search box in the upper right corner of any interface on Shake Clothes.
Step2.After jumping to the global interface, the default is to find talents, and then click "Find Brand".
Step3.Click on the brand you want to view, such as "ANTA".
Step4.Enter the brand's details page, and you can intuitively browse the brand's sales data, brand analysis, product list, cooperation channels and other content on Douyin.
at【Brand Overview】, you can view important sales information such as the brand's sales volume, sales, number of products, and new products in different periods, and at the same time help operations quickly judge market trends in the form of trend charts.
at【Brand Analysis】, you can view the brand's co-creator information, including industry/style (you can view the style after selecting the influencer industry in the picture), the number of followers analysis, and the proportion of cooperation.
Scroll down the page to【Product Analysis】, including vertical information in the dimensions of industry/category analysis, price band analysis, and sales analysis.
at【Product list】, we can see the brand's best-selling products in different periods, as well as the number of views sold, and click on the product card to view the product details.
at【Collaborative Works】、【Cooperative live broadcast】、【Co-Hosts】中，我们还可以查看该品牌的售卖合作渠道，了解其商品是通过哪些带货作品、带货直播和达人进行销售的，同时洞察这些作品、直播和达人的带货数据。
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