A global leader in energy:
Consumer-centric digital marketing
The company is one of the world's largest oil and gas producers, headquartered in the United States. It has production facilities and sells products worldwide and is engaged in oil and gas exploration on six continents; it is an industry leader in many aspects of the energy and petrochemical sectors.
The company has witnessed the growth of the world's oil and gas industry and employs more than 80,000 people globally through its affiliates; it is committed to developing and utilizing industry-leading technologies and pursuing sound operational management, making it a global leader in the industry.
◆ Key objective: As the market shifts from incremental to stock, marketing is gradually shifting towards managing traffic, enhancing customer stickiness and providing continuous value to consumers. We plan to incentivize brand consumers in various forms through digital marketing to achieve word-of-mouth marketing and promote business growth.
◆ External challenge: The brand's main competitors have already established interactive communication platforms with users through point rewards and other means. Based on the essence of consumer-centered marketing, brands need to gain insights into the real needs of consumers and seize the minds of users by creating a superior user experience.
◆ Project Requirements:The brand needs to realize direct and effective communication and interaction with users through the online platform to enhance the user experience, and at the same time to achieve the goal of rapidly increasing the platform traffic and product effectiveness.
➢ Establishment of WeChat mini-programs to build private domain traffic and realize data integration and user introduction
The main body of the mini-program mainly consists of four major sections such as homepage/navigation page, points mall, points activities, member center, etc. and the code-sweeping function. LINKWIN joins hands with the brand to integrate the marketing message into the scene through pictures, videos or games, etc., so as to let the target audience have a better knowledge of the brand.
Clearly defined login paths for new users and diversified content not only strengthen user awareness and bring about conversions, marketing is gradually moving from focusing on pre-link interactions to post-links that are more insightful into users' minds.
'Points for Gifts': As the core incentive of the platform, by guiding users to scan the code to check the authenticity of the product to redeem points, not only to promote the conversion of sales, but also to continue to maintain and enhance the user's satisfaction with the brand and products.
Meanwhile, the function of 'Member Center - Customer Service' provides users with a convenient feedback window.
➢ Combined marketing functions to meet diversified needs
Scanning Code:Consumers can use this function to scan the QR code of the product package to verify the authenticity of the product and check the traceability information;
Vote:Provide real data for the optimization of the service and functionality of the product;
Training Center: Popularize the knowledge related to motor oil and help the target users of the platform (technicians) to improve their professional skill level and other functions;
Questionnaire survey:to understand the user's pain points and needs when using the product, to support the continuous optimization of product services and features;
The latest information: popularization of industry knowledge, to meet the user's daily and work needs;
Lucky Draw - Golden Egg Smashing, Grand Carousel: Incentivize users to actively participate through prizes to increase the platform's fun and information reach;
Sign-in and weekly tasks: Enhance user stickiness and increase the frequency of platform information reaching users.
➢Full-link flow data tracking based on one-item-one-code technology
Data is the foundation of digital transformation. In the traditional marketing model, enterprises have the problem of not being able to effectively track the information of consumers who buy products, obtain effective consumer profiles, and grasp marketing traffic trends.
LINKWIN helps brands establish a channel labeling system, realizing accurate marketing for thousands of people, and at the same time, effectively helping brands realize accurate sharing of marketing costs.
✔ Through continuous operation and optimization of the brand's WeChat ecosystem-based small programs and public numbers, we have established an effective communication platform with users to enhance the brand's influence.
✔Eligible users get points by sweeping the code inside the cover and other means, establishing a small program points mall system and continuously improving user participation through digital operation.
✔ The use of object code association technology can ensure high product data security, strong reward control, strong background data correlation, based on the massive data, through the combination of intelligent insights and the actual business, to realize the precise user profile refinement, providing effective reference basis for decision makers.
