In the rapidly evolving consumer market, the competition in the fast-moving consumer goods (FMCG) sector is particularly fierce. The FMCG market has shifted from incremental expansion to a focus on enhancing existing demand. Major FMCG brands are continuously exploring innovative marketing strategies to stand out in the market. According to statistics, 85% of FMCG brands increased their marketing budgets in the past year. Recently, Shenbian Yun, in collaboration with JD.com, has customized a "Million Scan Code Red Envelope Marketing Campaign" for a well-known FMCG company. The objective is to attract consumers to actively participate, effectively boost brand sales, and set a benchmark for marketing innovation in the FMCG industry.
One: "Code" to Riches, Red Envelope Bonanza
In today's digital marketing era, how to innovatively attract users to participate in brand activities has become a topic of continuous exploration for many companies. Against this backdrop, Shenbian Yun has partnered with a well-known FMCG company to launch the "Million Scan Code Red Envelope Marketing Campaign." Consumers can easily participate in the red envelope feast and unlock new user incentives by scanning various red envelope cards provided by the client company, such as delivery cards, unpacking scan cards, and gift-with-purchase cards.
Different from traditional red envelope redemption methods, the "Million Scan Code Red Envelope Campaign" features an expansion function. After users scan and receive the initial red envelope of 0.01 yuan, clicking the expansion button allows them to obtain "expansion gold" for new user acquisition, with new users eligible for 1-5 yuan red envelopes, while existing users can receive 0.1-5 yuan incentives. The red envelopes are directly credited to the user's JD wallet balance, and users can withdraw without any fees. This "small bets, big wins" incentive mechanism not only boosts user participation but also subtly narrows the gap between users and the brand.
Two: Strong Resource Support, Marketing Effectiveness Doubled
To ensure the smooth progress of the client company's marketing campaign, Shenbian Yun has developed a detailed marketing plan and schedule. This activity is expected to last for 3 months, covering business research, solution development, and business processes. It includes activity material design and production, activity page design, and activity system testing. In addition to the project operation, data statistics, and preparation for the second phase of the activity after the official launch, Shenbian Yun will provide the client company with full-process refined services to ensure that while reducing marketing costs, the activity also enhances the activity of existing users, driving continuous growth in brand sales.
This marketing campaign is also inseparable from the resource support and solid guarantee of JD.com. As an e-commerce platform with a scale of 5.8 billion payment users, JD.com will fully leverage its advantages in a large payment card binding scale and extensive cooperation with financial institutions to provide a dedicated channel for the activity and a budget for the total prize amount. With high-quality technical services, it will help the client company achieve its sales growth objectives.
The "Million Scan Code Red Envelope Marketing Campaign" of Shenbian Yun, with its core expansion mechanism, sets up a good image of brand innovation and user-first approach for the client company. This collaboration not only verifies Shenbian Yun's strength in the field of digital marketing but also provides efficient and sustainable marketing solutions for FMCG brands, offering valuable marketing insights for the FMCG industry.
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