Project Introduction
Turning an Invisible Membership Score Into a Reason to Participate
When Alibaba upgraded its membership programme, users needed to understand what Taoqi Value represented, how everyday platform activity affected it and why checking their score was worthwhile.
BINGO Digi developed a social-to-app campaign that combined a cruise-related content hook, creator distribution, visual articles, a shared WeChat H5 journey and a route back to Taobao.
According to the supplied project reporting, the campaign produced the results below. Final publication should retain the original reporting period, traffic baseline, impression methodology and attribution window.
Reported for traffic driven from the WeChat ecosystem during the campaign.
Reported across the campaign’s social and creator touchpoints.
Activated as connected entry points within the H5 experience.
Making a Complex Membership System Easy to Notice and Use
Taoqi Value translated consumer behaviours into a changing membership score, but its calculation and practical value were not immediately visible during ordinary platform use.
The supplied consumer research showed a clear gap between awareness and action: 68% of respondents knew Taobao and Tmall had a points system, yet few could recall their own score. Although 95% expressed interest in redeemable benefits, 83% reportedly did not use them in daily life.
These project-research figures should not be presented as an Alibaba-wide study without the original sample, fieldwork date and methodology.
The task was to create curiosity, explain the system without a long policy document and give users a reason to open Taobao.
Membership Education Works Better When the Benefit Comes First
Consumers did not need every scoring rule at the first touchpoint. They needed a recognisable reward and a reason to care.
The campaign therefore led with the possibility of a Norwegian Joy cruise experience referenced in the project materials. Detailed explanations followed after attention had been established.
Interaction Could Turn Rules Into Behaviour
Shopping, reviews, platform participation and account credibility were easier to understand when represented as actions inside a game.
BINGO Digi made the scoring logic part of the H5 journey.
WeChat Could Create Discovery, but Taobao Had to Complete the Journey
WeChat offered shareable content and creator distribution. Taobao remained the destination for checking Taoqi Value and relevant benefits.
Build a Journey From Curiosity to Score Checking
BINGO Digi organised the campaign around three connected stages:
Surprise-Led Content → Interactive Membership Education → Taobao App Action
“Taoqi Can Do Anything” gave the programme a simple social idea. The “#100 Questions Before Boarding” content series introduced the cruise hook through humorous illustrated situations.
The WeChat “Wormhole” H5 transformed membership information into a distributed game across multiple official accounts. Creator content provided further explanation.
At the end of the experience, users received an access code that directed them to open Taobao, check their score, view benefits and review the campaign outcome described in the project materials.
Combining Short-Form Curiosity With Deeper Explanation
The programme used different formats rather than expecting one post to explain the entire membership system.
#100 Questions Before Boarding
BINGO Digi created a series of illustrated social posts built around practical and humorous questions associated with the cruise experience.
The format made the reward easier to discuss and gave users below the 1,000-point threshold a reason to learn how Taoqi Value worked.
The WeChat Wormhole
Twelve WeChat Official Accounts published separate entry pages connected within one H5 journey.
Users moved between pages in a changing order. Some reached the end quickly, while others travelled through more of the experience. This variation encouraged sharing through WeChat Moments and group chats.
Long-Form Editorial Collaboration
The campaign also used visual long-form articles to explain membership rules and benefits in greater depth.
This complemented the game by organising complicated information into a more readable narrative.
Keeping the Game, Membership Logic and App Handoff Aligned
Each H5 section corresponded to behaviours referenced in the Taoqi Value framework, including purchasing, reviews, platform participation and account credibility.
Content, reward eligibility, point thresholds and campaign terms needed to remain consistent across posts, creator articles, H5 pages and Taobao.
The final app handoff was critical. An access code connected the WeChat experience with Taobao, where users could check their actual score and available benefits. This should be described as a social-to-app route rather than a conventional clickable deep link unless the original technical documentation confirms direct linking.
Measurement should separate social impressions, H5 visits, completed journeys, access-code use, Taobao app traffic and benefit activity. According to the supplied reporting, app traffic from the WeChat ecosystem increased 340% and total social impressions exceeded 50 million. These are project-reported figures rather than independently audited results.
Turning Membership Education Into a Shareable Journey
A High-Value Reward Created Immediate Curiosity
The cruise theme gave consumers a clear reason to investigate an otherwise abstract score.
Twelve WeChat Accounts Became One Connected Experience
Distributed entry pages turned content publishing into part of the game mechanic.
Scoring Logic Was Embedded in Participation
Users encountered the behaviours behind Taoqi Value while moving through the H5 journey.
Editorial Content Added Depth
Long-form visual articles supported users who wanted a clearer explanation of rules and benefits.
The Journey Ended With an In-App Action
The access-code mechanism directed attention towards score checking and benefit discovery in Taobao.
Why It Worked
One Experience Connected Attention, Understanding and Action
BINGO Digi did not treat the membership upgrade as a policy-announcement task.
The cruise theme created curiosity. The WeChat Wormhole gave users an active role, while creator articles provided detail that a game alone could not deliver.
Most importantly, the programme gave each channel a defined responsibility. WeChat and creator content supported discovery and sharing. The H5 experience translated rules into interaction. Taobao remained the place where users could check their score and see relevant benefits.
This made the membership system easier to encounter and connected social attention with app action instead of treating impressions as the final objective.
The case reflects BINGO Digi’s contribution to membership-launch strategy, social creative, creator collaboration, WeChat ecosystem planning, H5 interaction design, membership education and social-to-app journey design. Reported performance should remain accompanied by its original definitions, period and attribution methodology.
