Weibo Lucky Draw Campaign

4) Announcement of lucky draw

A great number of enterprises today announce lucky draw to make a big buzz from time to time. Usually, this type of content is posted in order to promote big sales or to increase the number of a company’s Weibo fans. Not like other marketing approaches, in most cases, there will be costs for launching a lucky draw campaign. So, the frequency of launching a lucky draw campaign needs to be carefully set, based on the calculation of ROI.

Usually, the use of launching lucky draw goes along with the promotional activities. In most lucky draw campaigns, Weibo users will be required to follow the enterprise on Weibo and participate in the discussion of certain topics to win the opportunity to draw. In some lucky draw campaign, participants might even be required to @friends when they are forwarding the posts to join the lucky draw. This will further expand the influence of Weibo as a viral marketing tool.

But the effect of this marketing content might not necessarily last for long. Some new followers, that are won from a lucky draw campaign, simply sign up to follow a company’s Weibo to try their luck via joining the lucky draw. They might not be interested in the company or its products at all, thus will not pay attention to the enterprises Weibo in the future. They may easily ‘de-follow’ the enterprises’ Weibo soon after the event.

When comparing the amount of lucky draw events launched by the research objects, Tmall comes first in the ranking, while Suning comes