4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

2018-08-06

Preface:

“H5 can’t do it!”   “H5 has been rotten to the street!”

H5’s argument has been emerging since two years after its birth.

But doubts have catalyzed it. Panoramic immersion, a mirror in the end, interaction effect… Surprise again and again that marketers can not help but try their best to explore new possibilities.

From 2014 to 2018, from “H5 is what” to “everything should be H5”. H5 is like a crop growing in a circle of friends. It reaps the flow bonus one after another.

This article will take you back to the development history of H5 since its birth, to sort out which elements are inherited and constantly optimized, and which elements are ruthlessly eliminated.

The best of the waves is the essence. Tencent’s 2013 financial report shows that WeChat’s monthly active users reached 355 million, and it quickly surpassed Sina micro-blog, forcing QQ to save more than ten years to reach the number of users. Real users, accurate information and low cost of acquiring passengers become WeChat’s new traffic depression.

But the closed and private product features make it seem embarrassing to pursue marketing with “public” nature. “Marketing Nuggets” can only be banned in the “shake”, “drifting bottle”, “public number” and other places, and never enter the user’s social circle.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

Graphics and text become the only way to attack users’ circle of friends. However, the static picture and text have natural defects in attracting the user’s eyes. A large number of homogeneity and no new contents also cause serious disturbance to the user, and the user determines that the “garbage” is filtered out directly.

Besides, is there any other way for the circle of friends to show? At that time, the WeChat 4 version has opened the third party interface, the content of the external APP can be connected to the WeChat platform, and the rich media display is a new direction to be explored.

But the third party access steps are cumbersome and are faced with the problem of adaptation. In the process of solving these problems, people have found a perfect form of H5 which is able to display the rich effects of mobile phone ends and lightweight. Since then, it has opened up a new era of WeChat marketing.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

2014 sprout

Conquer the two basic barriers of “attention” and “social interaction”

2014

Faced with the fact that WeChat users were overwhelmed by a lot of homogeneous information, tired and inconsistent with marketing information, H5 spent a year in breaking the news. During this period, H5 conquered the two basic barriers of “attention” and “social interaction”.

In the first half of the year, the content “move”, from “single page turn” to “element linkage” to “interact with you”, the user’s attention is constantly focused on the dynamic upgrades of the once.

In the second half of the year, the H5 game not only makes the interactive upgrade, but also has feedback, the game has become a flat life of the capital, “marketing” quietly incarnated part of “social”.

2014

“Can you help me with a moving PPT?”

As the first group of works to log in to the circle of friends, Tesla’s H5 retained the original H5’s appearance: beautiful pictures + simple flip effect, and the final presentation surpassed the imagination of WeChat marketing at the time: it could have been played like this!

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

But you probably don’t know: Although we have countless online websites that can quickly generate such a H5, the cost is basically 0, but 4 years ago, it took nearly 10000 yuan to develop a page like this.

In the following May, Coca-Cola launched the 128 years of sharing happiness, pushing this “move” forward.

Each element on the H5 page can be moved. And compared to the original single page flip, more emphasis on cross page connection, a screen throughout the “red line”, so that the picture is more fluent and unified visually.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

In the same period, there is another H5’s dynamic effect that can not be ignored – Burberry’s journey from London to Shanghai. This H5 was a big fan of the interactive experience at that time.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

“Shake”, enter the H5 page;

“A little bit”, explore the oil painting like the morning of London;

“Wipe”, the morning fog on the screen scattered;

Click on the “River”, the river will then ripple; finally click the white dots on the screen to arrive at the terminal of Shanghai.

H5’s “interaction” has a different meaning from PPT, and all the dynamic effects are based on the user’s operation, “moving for you”, making the user more deeply involved.

2014

“Give me a little game like a cat!”

Although H5 has evolved at an amazing speed, it has not achieved the achievement of “brush screen” in the first half of 2014. “Social” has become a barrier for H5 to continue to develop.

This barrier was easily broken by seven words in July 2014 – “simple and fun can be compared”. These seven words come from the production team of the little game, surrounded by nervous cats, which is the keynote of the team for the small game of nervous cats. On line 48 hours, PV reaches 10 million 260 thousand, even if placed today is also good results.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

The seven words that seem to be so simple now, but H5, who was unable to enter social circles at the time, succeeded in embedding the “social” gene into the “sharing chain” of the circle of friends.

Full screen, “I have not surrounded it, who can do a favor” and “I use X step around the nervous cat……” Can you surpass me? “WeChat users are reluctant to stop.

Since then, all major companies and brands have followed up quickly, and the whole network has started to play H5 games.

Durex’s “one night N groom” has the strongest custom. This H5 is a classic game “don’t step on a white piece”, replacing black and white with a colorful Durex set.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

Unlike Durex’s own traffic? In a group of imitators, we also found a unique gesture to add to ourselves – rubbing hot spots.

In August, Ke Zhendong was “playing the prison cloud” (the arrest of drugs). A H5 game called “the name of the people for the people” came to the fore by the social hot spot.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

“Although Kolko promised uncle dragon not to lead to bad Jaycee Chan, uncle long is really not at ease, and now asks you to help out the only Jaycee Chan in a group of Ke Zhendong’s heads.”

However, in the era of rapidly changing mobile Internet, the upsurge of H5 games lasted only less than half a year, and quietly retired. But don’t be afraid, H5 soon found a new gesture of provocative consumers.

In October, Coca-Cola launched H5, named “the polar bear, the photo!”, which provides a number of scenes and various movements for you to choose to take a photo and become a pioneer of the “photo” school.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

In November, the H5 session also picked up the trend of collecting fingerprints.

Among them, the CCTV Spring Festival Evening Show group released the theme of “home and everything” as the theme of the handprint collection H5 is the most attractive.

The heart of the copybook + simple operation, H5 on-line 24 hours will harvest 3 million 220 thousand netizens support. This is the first time that CCTV Spring Festival Gala has set up a new media interactive section, which is a microcosm of the integration of traditional media and new media in the collision.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

Scanning fingerprints at a specified position can represent support

December, the first annual summary of the annual summary H5 – the NetEase entertainment production “2014 entertainment circle”, included the article Yao Di derailed, the Korean drama “from the stars of you” explosion, the arrest of Ke Zhendong drug addicts, such as the higher entertainment events in 2014, pungent writing, pungent strokes, unique and unique The style of painting is refreshing.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

Since then, the annual “entertainment circle biography” has become the year-end reservation of NetEase entertainment. However, there were no breakthroughs in the form of presentation, and the biography of entertainment circles in 2014 and 2015 did not explode.

It was not until 2016 that the unique “picture in picture” form made the project a explosive product.

4 years evolution of WeChat H5 marketing: from.Ppt to.Avi (classic case series + depth analysis)

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