How many trees did you plant in the ant forest?
How many eggs did you donate in the ant farm?
"Ant Forest" and "Ant Manor" are two online public welfare activities launched by Alipay in August 2016 and August 2017 respectively. Through game interaction and incentives, users are trained to operate low-carbon and environmentally friendly activities. Today, these two functions have become Alipay's popular functions, which can not only attract Alipay's favor, but also guide the flow of small programs in the Alipay ecosystem.
Users walk, pay utilities online, buy tickets online, donate old clothes, donate waste products... These behaviors can reduce the user's carbon emissions, which will be transformed into virtual "green energy". When the energy has accumulated to a certain value, you can "plant a tree", and Alipay Ant Forest and its public welfare partners will help you plant a real tree in the desert.
The users of Ant Farm use Alipay payment and other behaviors to receive chicken feed. After using the chicken feed to feed the chickens, they can get eggs, and use the eggs to make love donations.
The combination of life and public welfare gives value to user behavior. This type of mini-game is conducive to improving the brand image and gaining the user's sense of identity. At the same time, the social attribute is enhanced through mini-games to obtain stronger user stickiness. The success of this type of game has allowed more brands to see more value in entertainment games, and naturally attracted many followers. The "Anjia Ranch" applet is one of them.
Integrate brand characteristics, publicity + transformation + realization
Before getting to know Anjia Ranch games, let’s have a brief understanding of the brand “Anjia”.
Anjia is the flagship brand of Fonterra Group in New Zealand, with a long history of more than 130 years. Anjia has always been committed to the research and development and production of various high-quality dairy products to meet the needs of the public and professional markets. Its business covers consumer brands and catering services and other fields.
Your daily breakfast bread may have Anjia cream. The pizza you had for lunch probably had anja cheese on it too.
The Anjia Ranch WeChat mini-program is a mini-program of “Health Concept + Mini-Games + Social + E-commerce” launched by Anjia, which forms a one-stop solution from brand promotion to user drainage and then to monetization. The Anjia Ranch Mini Program has learned the interesting gameplay of Alipay Ant Forest and Ant Farm, combined with brand characteristics, and integrated daily health behaviors and the entire supply chain process of dairy products from production, processing to sales into the mini game.
The mini-game is divided into two main sections, "Grass Center" and "Natural Ranch".
- "Original Grass Center" is the production center of raw grass. Users can get raw grass rewards by completing tasks that have been launched. The tasks include daily walking, daily check-in, daily milk drinking and other healthy behaviors.
- "Natural Ranch" is a place where high-quality protein is produced. The raw grass obtained by users can be fed to cows, and the cows that get nutrition can produce protein. The finally obtained protein can be exchanged for coupons and points, which can be purchased directly in Anjia Mall or redeem merchandise.
In addition, the Anjia Ranch Mini Program also gives full play to its social attributes and enhances the interactivity of mini games. Users can share their moods, customize their moods at this moment by using the card templates that come with the system, and generate a "mood card". You can also invite friends on WeChat to become "herd friends". Shepherd friends can steal protein and help feed cows, increase protein production, and increase the intimacy of friends.
Mood cards and pastoral friends invitations have their own fission attributes, and use users' social circles to gain more users' participation.
The success of the Anjia Ranch Mini Program is mainly due to the fact that it provides users with creative usage scenarios in terms of combining the needs and relationships between the brand and consumers.
Based on the WeChat Mini Program, the brand has opened up the WeChat public account and e-commerce platform, lowering the threshold for participation in the entire process.
Obtaining raw grass and feeding cows reflects the original ecological brand tone of Anjia milk source, and users recognize the brand. Task behaviors such as checking in, walking, and drinking milk make users willing to participate continuously. The protein obtained from feeding cows can be exchanged for in-kind rewards or public welfare donations, which meet the different pursuits of users and make users willing to devote themselves wholeheartedly.
Create WeChat ecological products, seamlessly jump across multiple platforms
As a small program solution jointly completed by Fonterra Group and Aifaner. The planning and execution of Anjia Ranch's small program development, technology docking, and promotion and marketing plans are all jointly completed by the brands of Aifaner.
Zhixiaoyun, a technology service platform under Aifaner, undertakes important tasks such as technology development and interface docking. Based on Zhixiaoyun’s in-depth customized support for the mini-program platform, a WeChat mini-program platform was quickly built and connected with Anjia’s WeChat official account and mall. Users can seamlessly jump to each platform and participate in the whole activity more conveniently Come.
By writing a simple, single-purpose cloud function and associating it with events generated by other functions (such as triggers and timed tasks), developers can feed grass, collect protein, invite friends, etc. on the applet More complex business logic greatly reduces operation and maintenance costs, and on the basis of rapid realization of functions, it still retains strong horizontal expansion capabilities.
The wxParser applet plug-in is a layer-encapsulation of the WeChat applet rich text rendering engine wxParser by Zhizhiyun team, which solves the problem of being too troublesome to use. Using wxParser plug-in and rich text editor, you can easily develop content display applets.
The real-time database is based on WebSocket to realize real-time two-way communication between the client and the server. When the data in the cloud changes, it immediately notifies all clients to synchronize the data. Through the real-time database, functions such as the real-time update of the amount of grass and protein, the real-time list and dynamics of herdsmen can be realized more conveniently and quickly.
Based on User Dash API and out-of-the-box front-end component library, quickly write a set of independent operation background for users. Operators can directly access and use through the generated link, flexibly remove and remove tasks from the "Grass Center", manage users and "protein" exchange, update the "mood" card template, etc.
Brand joint interaction, full network coverage, reaching precise users
After fully understanding the product tonality, market challenges and product planning of the Anjia brand, Ai Faner formulated an exclusive operation planning plan for Anjia, and achieved the goals of exposure, interaction and drainage through industry reports and brand alliances.
- Borrow Ai Faner's complete WeChat ecological media matrix and other self-media platforms to integrate omni-channel reports, all-point promotion, multi-form guidance, and full network coverage to maximize the effect of fission communication.
- Through fission mini-programs such as lottery draws and Anjia Ranch, exponential user growth is achieved in a low-cost and high-efficiency manner, and users are deposited into official accounts, mini programs, communities, and personal accounts. Through technology, the small program can be seamlessly transferred to the e-commerce platform to maximize the realization of user monetization.
The success of the Anjia Ranch Mini Program is due to the fact that it matches Anjia’s brand tonality and product planning in terms of the creation of the interactive platform, the selection of cooperative brands, and the overall execution rhythm and details. This also means that as a digital marketing platform and technical service platform, we should fully understand the needs of customers before we can prescribe the right medicine to maximize the completion of the set goals.