How the Ganjian Salary Wish Festival Boosted User Engagement

With the rapid development of the Internet era, major brands focus on operational activities to encourage frequent, self‑driven product usage, which determines future commercial value.

Inspired by the success of a “group‑buy‑to‑save” model, many competitors adopted similar tactics, leading to widespread participation and questions about the quality of newly acquired users.

01 Industry Insight Sparks Scenario Imagination

To differentiate from homogeneous brand activities, the Ganjian Salary Wish Festival frames its scenario as a "workplace equipment library" where users select gear for their professional life.

02 Audience Targeting Grants Identity Labels

Participants are labeled as “future workplace warriors,” giving them a sense of honor and deeper immersion in the activity.

03 Brand Message Communicates Creative Concept

As part of 58.com’s Ganjian platform, the activity strengthens brand awareness and encourages both new and existing users to engage, using the slogan “Collect salary gear, master real positions.”

04 Benefit‑Driven Conversion of Exclusive Gear

Analyzing real workplace scenarios, three gear categories are defined: communication gear, travel gear, and life gear. In‑game cards correspond to actual items used in daily professional life, linking virtual rewards to real‑world identity.

05 Interactive Game Mechanics Ignite Immersive Experience

Scenario‑based gamification creates an atmosphere that enhances user immersion and satisfaction, turning the activity into a habit‑forming experience that reinforces brand recall.

Activity Data

Within ten days of launch, the landing‑page conversion rate rose noticeably, user retention time increased compared to pure incentive‑driven activities, and both secondary retention and share conversion rates saw significant improvement.

Conclusion

When benefit‑driven operations cease to offer discounts or rewards, what kinds of activities can sustainably retain users? Exploring alternatives to incentive‑based tactics remains a vital challenge for long‑term operational success.