How to Craft a Viral Marketing Campaign: Lessons from NetEase Planet’s ‘One‑Night Riches’ Strategy

Introduction

Viral marketing leverages public enthusiasm and social networks to spread messages like a virus, achieving low‑cost, high‑return brand exposure. The case study examines how NetEase Planet, a blockchain‑based value‑sharing platform, executed a “One‑Night Riches” viral campaign.

1. Define Clear Goals

The primary objective of viral marketing is rapid, fissile brand dissemination. For NetEase Planet the goal was to spread the brand and convey the value of its native token, “black diamond.”

1.1 Marketing Goal

Because content in WeChat Moments is quickly consumed, conversion rates are low; therefore the campaign focused on brand awareness and token value communication.

1.2 Target Audience

The campaign targeted users interested in blockchain and virtual assets—people who seek investment or quick profit opportunities. Sharing via WeChat Moments was the optimal channel for this demographic.

2. Choose an Effective Theme

A good theme must be inherently viral, emotionally resonant, and tightly linked to the product. The team identified “quick wealth” as a core user desire and settled on the theme “One‑Night Riches.”

3. Design the Experience

After fixing the theme, the design aimed to capture user interest quickly, guide them through a short interaction, and encourage sharing while reinforcing the “One‑Night Riches” message.

3.1 Marketing Format

The campaign used an active‑participation model: users took a fun test, received a personalized “future wealth” report, and were prompted to share the result.

3.2 Short User Path

Three path versions were prototyped:

Version 1: Enter name first, then answer questions on separate pages.

Version 2: Enter name first, then answer all questions on a single page.

Version 3: Present all questions on one page, collect answers, then request the name at the end.

Version 2 was chosen for its smooth flow and higher sharing potential.

3.3 Boosting Result Attention

The final report displayed a humorous “future wealth” prediction, prompting reactions like “I’m rich!” or “Why am I still poor?” to stimulate emotional sharing.

4. Amplify Sharing

Beyond the report, the design displayed user avatars and names to create personal resonance and supported multiple sharing methods (screenshot, long‑press, page share) with QR codes for easy distribution.

5. Publish & Follow‑Up

Timing is crucial; weekdays were selected to avoid weekend distractions. After the viral phase, the product must shift to incentive‑driven acquisition to convert brand awareness into active users, completing the growth loop.

Conclusion

The “One‑Night Riches” viral marketing experiment demonstrates how clear goals, a resonant theme, concise user flows, and share‑ready results can turn a blockchain product into a rapid‑spread brand experience.

Scan the QR code below to try the experience yourself: