May 8, 2025 Daily Update: Leveraging Power, Achieving 30 Billion Impressions from Zero Cost

Many people ask me why I never go into detail about the case in the data, the "TikTok searchable over ten billion brand". Arranged.

If gambling is a "serious industry", then creating this white-label brand is considered "taking a shortcut". The brand has a history of five and a half years so far. Last year, in cooperation with the government, the Cyberspace Administration of China reported that the total online attention exceeded 30 billion.

What insights does this experience provide for the gambling industry? The essence of the gambling industry, or any B2C industry, cannot escape the issues of user trust and traffic efficiency: this is precisely where the value of brand management lies. Look at the current STAKE, BINGOPLUS, etc., all of which are scaled up through the dual drive of "license + brand". DIGI's financial report shows that BINGO's parent company's net profit in 2024 reached 12.58 billion pesos. Behind this support, in addition to product and operational strength, brand power is the third key factor.

I started branding with zero budget myself, surviving on a "free-riding" strategy. Back then, the company didn't provide a budget for branding, which forced us to think about "how to free-ride", such as applying for gambling exhibition booths as media (media don't have to pay) and so on. Later, when creating the BONIU community, this tactic was also applied:

On one hand, we give away items with "communication properties", such as umbrellas, mouse pads, power banks, etc. Umbrellas can spread on the move, and mouse pads affect the office space, both are precise and low-cost material levers. At that time, as soon as it rained, we would squat in office buildings and give umbrellas to the Chinese, and eventually, the streets were full of BONIU community.

On the other hand, we self-print magazines and exchange advertising spaces with Chinese restaurants for free, quickly occupying offline exposure channels. Without a penny of budget, we still managed to build the initial mindset of seed users.

It wasn't until the company had money that we started investing in airport advertisements, but I always believe that the early "leveraging" approach was far more effective than expensive advertising.

And the ten billion exposure brand, on the surface, took another path, but the essential logic is consistent:

The core is "using content hooks to attract broadcasters to voluntarily forward". Each event planning cycle lasts for one month, with 29 days spent on repeatedly refining the content: Is there a highlight? Is it tempting enough? Would I participate if I were a user?

After planning the event, we proactively invite vertical TikTok influencers, TV stations, and vertical media to participate. First-tier media only reimburse for flights and hotels, while second-tier media pay their own way. Driven by event content, early events could exchange for exposure of up to one billion, and the biggest one in 2023 even reached 10 billion times.

I have summarized the three core strategies of "leveraging":

Define product attributes: Is your product suitable for dissemination? What's the focus?

Identify the target audience: Who are they? Where are they?

Attract broadcasters to voluntarily forward: Provide content or materials that make the broadcasters "catch a cold".

Whether it's the early mouse pads or later hit events, the essence is to create a "weapon" that broadcasters are willing to take away. As long as this closed loop is run through, exponential brand growth can be achieved at low or even zero cost.

@BCGUY888