兑吧(01753.HK)SaaS互動玩法助力新春營銷品效合一
2021春節在疫情的蝴蝶效應之下，就地過年成為新選擇。消費者的情感需求變得更為強烈，具備情感連接功能的新春營銷更能激發消費者的內在需求。
盤點各大品牌的新春營銷玩法，積分、會員優惠、娛樂遊戲、會員社交裂變等玩法是標準配置，品牌結合新年氛圍，傳遞品牌對用户的關懷，讓用户對品牌產生強有力的記憶點。對品牌來説，一場成功的新春線上營銷的標準當然包括賣出一個漂亮的銷售額，除此之外它們還需要完成吸新、活躍、客户價值等更加細節化的數據期望。對消費者來説，過去單從產品價格上所做的促銷玩法已經司空見慣，要激發他們的購買慾望，需要用更有趣、更能引發購買熱情的玩法來注入活力。
近兩年，互動玩法一躍成為新流量的風口，優質的互動玩法有日常高粘性，橫跨線上線下，具備植入場景豐富，用户停留時間長等特性，憑藉任務屬性，挑戰模式，非常適合品牌去植入消費者教育、新客拓展、高效曝光等業務目標，幫助品牌“多形態多頻次立體化觸達新用户”的同時，也可以抓住與各年齡段用户交流溝通的機會，實現品牌戰略下的品效協同。
2021新春之際，兑吧(01753.HK)與包含美粧、食品、金融行業在內的頭部客户分別合作共建了新春心願單、盲盒年貨節、雲出行等一系列互動玩法，在小程序、品牌官方商城、app等不同流量場景，勾勒出富有年味、春潮澎湃的營銷圖景。品牌藉助創新互動形式，“曝光量”和“曝光質量”雙管齊下，通過趣味操作加深用户記憶、佔領用户心智，與用户建立深度緊密連接，從而實現品牌業務長效增長。
以兑吧服務的某國際美粧品牌為例，該美粧品牌背靠手機淘寶巨大流量，抓住用户新春許願的心態，通過爆款單品限量免費方式為利益點，加入邀請越多心願實現機率越高的機制，以及購買指定明星單品即可提高心願實現機率的機制，引導用户轉化，提高GMV，並且讓用户持續自傳播，不斷裂變導流，獲得用户的持續關注。活動數據顯示會員轉化率單日達92.3%。此次新春活動對品牌會員入會、客户活躍、品牌傳播、業務轉化有很好的效果，將流量持續“圈”在私域中，結合其他推廣、節點促銷等手段形成強大勢能。
據瞭解，用户運營SaaS服務領跑者兑吧在雙11、雙12、年貨節期間就服務了眾多新消費品牌，比如百草味、李子柒、蕉內、花西子、colorkey、珀萊雅等營銷力極強的大眾品牌。今年憑藉為眾多品牌電商提供優質運營服務，兑吧榮獲來自淘寶的官方認可——阿里巴巴2020購物小程序創新獎項-淘拍檔。是阿里巴巴服務市場根據服務商基於服務效果、服務品質、年度銷量等多個維度進行考評精選出來的優質服務商，是平台對於優質服務商夥伴們的最高認可，也是阿里巴巴權威認證的合作伙伴。
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