How to Gain 100,000 Users for $0.01? A Case Study in Viral Marketing

How to Gain 100,000 Users for $0.01? A Clever Ecommerce Strategy

A claim like "gaining 100,000 users for just one cent" might sound like a joke, but surprisingly, it's becoming a reality. I recently came across an example where someone successfully implemented this strategy. Let me break down how they achieved it:

The Four-Step Strategy:

1. Viral Marketing Through WeChat Moments: The campaign started with a captivating image shared on WeChat Moments (similar to Facebook's News Feed). A simple message: "One cent to participate in the lucky draw, iPad Pro 12.9 inches, last two hours..." This approach leveraged the open nature of WeChat Moments, instantly grabbing attention and enticing people to join.
2. The Lure of Coupons: Once users scanned the QR code leading to the ecommerce platform, they were greeted with a four-second "red envelope rain" game. The aim? To entice users with attractive coupons like "99 yuan off 50 yuan" or "50 yuan off 5". These irresistible deals fueled purchasing desires.
3. The One-Cent Purchase: After the initial game, users landed on a product page where they could immediately purchase an item for just one cent. This low barrier to entry minimized hesitation. Users then filled in their shipping details and payment information, completing the transaction.
4. Sharing is Rewarding: Upon successful purchase, a congratulatory poster appeared, prompting users to share it on WeChat Moments. This poster included the小程序 code, encouraging further participation and viral spread.

The Benefits of this Strategy:

• Cost-Effective User Acquisition: The entire campaign cost virtually nothing, with the platform potentially earning revenue from user data and increased sales.
• Valuable User Data: Each purchase provided valuable user information like name, address, and phone number – essential for targeted marketing and future campaigns. This data is more reliable than purchased lists, as users willingly provide it.
• Sales Boost & Platform Revenue: The enticing coupons and low-cost purchasing strategy likely led to a significant increase in sales, benefiting both the platform and individual sellers.
• Viral Growth: The shareable posters fueled user engagement and organic growth, expanding reach exponentially.

Areas for Improvement:

While this strategy is highly effective, it can be further refined:

• Compelling Poster Design: Enhancing the shareability of the winning poster with more engaging visuals and text can increase user participation.
• Incentivized Sharing: Adding incentives like extra chances to win or discounts for sharing can boost viral spread.
• Targeting High-Reach Users: Focusing on WeChat Moments accounts with a larger following can amplify campaign reach and impact.

This clever strategy highlights the power of combining low barriers to entry, irresistible offers, and effective social sharing to achieve impressive user acquisition results.