How can wedding photography brands achieve cost reduction and efficiency improvement through Chinese Douyin marketing

As a leading chain brand in the industry, Golden Lady has demonstrated outstanding capabilities in addressing the new challenge of shifting from offline to online growth, setting an example for the entire sector. As the first "China Well-Known Trademark" in the history of the national photography industry, Golden Lady established its Douyin online team as early as 2018 and expanded its online marketing team several times over the following years. By the second half of 2022, the brand began leveraging Douyin Ads with live streaming mini-cars to attract new customers.

In 2023, Golden Lady urgently needed to increase both the quantity and quality of customer leads. They keenly recognized the added advantages of Douyin's local promotion IM product, including diverse scenarios and faster lead acquisition. Consequently, they actively began testing IM local promotion.

In the first month of testing, Golden Lady became the first merchant in the wedding photography field to exceed 8,000 leads. By the second month, they successfully achieved "cost reduction and efficiency improvement" in the backend conversion process, establishing themselves as a leader in closed-loop customer conversion within the industry. Through this leap in lead generation, Golden Lady realized innovative operational models.

In terms of marketing objectives, Golden Lady aimed to further enhance customer acquisition channels, increase lead volume and effectiveness, while reducing costs and improving outcomes. To achieve these goals, they implemented a series of actions:

• Summarized audience profiles and optimized accounts to ensure daily material supply speed;
• Investigated and resolved issues of plan wastage and low volume, optimizing infrastructure and plan ratios;
• Used the same creatives for local promotion and Douyin Advertising to avoid compliance issues;
• Launched diversified , such as 8 outfits and 8 styles, retouched photo, and high-value coupons.

The results were significant:

• Lead volume surpassed 10,000, with front-end costs reduced by approximately 200 compared to Douyin Ads;
• The effectiveness rate of backend conversion via local promotion reached 80%, a 15% increase over Douyin Advertising;
• Cost reduction and efficiency improvement were achieved in the backend conversion process.

The successful collaboration between Golden Lady and Douyin Local Promotion demonstrates that same-city lead platforms can no longer meet the demands of wedding photography institutions for both quality and quantity in lead acquisition. By leveraging the visual nature of the wedding photography industry and Douyin's content-driven interest logic, the partnership proved more suitable for local conversion. Thanks to Douyin's personalized content delivery, Golden Lady accumulated rich user profile data and improved the efficiency of processing large lead volumes through scientific tools, achieving the goal of "cost reduction and efficiency improvement" and setting a benchmark for core competitiveness in the industry.