Chuangxiang 3D social media marketing case: achieving a 300% annual growth rate in the tens of billions market

The 2022Q1 "BrandOS TOP100 Overseas Brand Social Media Influence List" (hereinafter referred to as the "List") was released on April 19. We launched a series of articles to interpret the list. This article is the fifth in a series of interpretations, focusing on the subdivision list of the industrial manufacturing industry.

In the list, we have divided the brands of automobiles, home appliances, semiconductors, energy, security, construction machinery and other sub-industries into the industrial manufacturing list.

Look at the overall performance of the industry first. In the "BrandOS TOP100 Overseas Brand Social Media Influence List", a total of 12 brands in the industrial manufacturing industry are on the list, which is the fourth-most segmented industry on the list.

However, from the ranking of the industry brands in the TOP100, it can be seen that only MG Motors has head influence in the TOP30; there are also three brands of TCL, Wuling and Chuangxiang 3D in the TOP50; industrial manufacturing industry brands are in all industries. More than 66% of the rankings are concentrated in the back of the list. On the whole, overseas brands in the industrial manufacturing industry generally attach importance to the shaping of social media influence, but they are still in the initial stage of competition.

From the TOP30 list in the industrial manufacturing industry, there are 14 auto brand companies on the list, accounting for 46% of the industry list; followed by home appliance brand companies with a total of 5 on the list. In the list of industrial manufacturing subdivisions, brands in these two industries focus more on the construction of brand social media influence because they are both oriented towards C-end users. At the same time, we also found that the 3D printer brand "Chuangxiang 3D", which has just entered the hot search list in China, has made a breakthrough and entered the TOP10 industry list with the majority of automobile and home appliance brands, ranking fifth in 2022Q1.

So how does the vertical and niche 3D printer brand "Creative 3D" compete with the social media marketing-focused automotive and home appliance brands and stand out? What inspiration can Creation 3D's overseas social media influence construction strategy bring to other overseas brands in the industrial manufacturing industry? In the next article, we will explore together with the overseas social media marketing cases of Creative 3D.

Creation 3D: Bringing its own genes to go overseas, increasing by 600 times from 0, the brand’s social media influence continues to increase

Chuangxiang 3D is a desktop 3D printer manufacturer targeting the consumer market. It was founded in 2014 and launched its first product overseas in 2015. The natural overseas gene gave Chuangxiang 3D the ability to compete in the international market. driving force.

In 2016, Chuangxiang 3D switched from OEM to building its own brand. In April 2017, the first overseas social media homepage Facebook global homepage was established.

As of the end of 2021, Creation 3D has more than 1.6 million customers worldwide, with annual shipments of more than 1 million units, and the market has expanded to 192 countries and regions around the world, of which more than 90% of its revenue comes from overseas markets. Along with the goal of building a brand, building up influence on overseas social media has become an indispensable means for Creative 3D.

In the 2021Q4 list, Creation 3D ranked 62nd in the overall list with an OS score of 199.2; in the 2022Q1 list, the OS score was increased to 215.9 points, ranking 49th, and the ranking also rose by 13 places. Through the research on the Facebook global page, the social home page with the largest number of fans, postings and public interactive books, we can find that the increase in the social media influence of the Creative 3D brand this quarter mainly comes from two aspects. .

1. Everything can be Giveaway, a series of activities to enhance interaction

Through the social account monitoring function of Marketing Cloud, we can view all popular posts on the global Facebook page of Creative 3D in 2022Q1. In the TOP10 posts, we can clearly see that 4 of the posts related to #gift and #giveaway made it to the top of the trending posts this quarter.

On April 9th, Creation 3D will celebrate its 8th anniversary. So in the first quarter of 2022, Creation 3D launched an 8th anniversary theme celebration on its social media homepage. On the one hand, it warmed up for the 8th anniversary, and on the other hand, combined with the theme of the 8th anniversary, launched the #giveaway event to mobilize fan interaction by sending prizes.

Not only the large-scale marketing node of the brand such as the 8th anniversary, when the new product is launched on the crowdfunding platform, Creative 3D also chooses to promote the popularity of crowdfunding through the #giveaway event.

The #GIVEAWAY (free lottery) marketing method has a long history. As early as 6 years ago, Amazon set up a separate function for it to help merchants attract traffic. On social media platforms, users will also actively search for activities related to #GIVEAWAY and actively participate in them, which is a "tried and tested" marketing method.

2. Serve fans and display creative UGC content

On April 17th, on the domestic social media website bilibili, the 2021 top 100 UP masters and station B fans with nearly 10 million digital technology media people "Hello, my name is He", released a 3D printing-themed 12-minute 10 Second video "I found my favorite digital product, but...". This video hit 8 million+ views and drove "3D printing" to the hot search.

In this popular video, He is using the 3D printer of Chuangxiang 3D, and in it he said this sentence - "3D printers do not have consumers, only enthusiasts".

In fact, this is exactly the case. Chuangxiang 3D has also gathered a group of 3D printing enthusiasts on overseas social media, and has aroused the resonance of the enthusiasts by showing excellent 3D printing works creativity and skills.

Among the TOP10 posts on the global Facebook page of Creative 3D, in addition to the interactive posts of the lucky draw, there are also 3 content related to 3D printing creativity.

For Creative 3D, all 3D printing enthusiasts are potential customers. Therefore, the top creative and eye-catching works will naturally gather fans on the homepage, and the high-quality works will also naturally integrate the technology and features of Chuangxiang 3D products into them, so as to achieve the purpose of "planting grass".

2022Q1 List Interpretation 05 Conclusion

Brands in the industrial manufacturing industry generally exhibit the characteristics of deep industrialization and long procurement decision-making cycles. Therefore, in the process of shaping the social media influence of overseas brands, industries and brands have certain commonalities and common trends.

As a 3D printer brand, Chuangxiang 3D is in a position not only for C-end users, but also for B-end users in the industrial manufacturing industry. Therefore, whether it is the setting of giveaway activities or the strategy of gathering fans with UGC content, it is worthy of reference for overseas brands in the same industry and background.