Case analysis is a scientific method to collect, sort out and analyze market information in an organized and planned way according to certain theoretical principles and put forward suggestions to solve problems. Then the following is the relevant content of the case analysis of advertising media marketing that I have compiled, hoping to help you.

case study of advertising media marketing 1

Mercedes-Benz GLK: It's imperative, it's inevitable

Advertiser: Mercedes-Benz (China) Automobile Sales Co., Ltd.

Advertising agent: Interactive Holding Group

In October, a new generation of Mercedes-Benz GLK luxury medium-sized SUV was listed in Beijing. In order to promote the launch of this new car, the challenge encountered in the promotion of rich media advertising is: how to jump out of the current situation of video websites simply playing stories and create a sense of control that allows consumers to be immersive? According to the characteristics of the audience and the promotion purpose of customers, in the delivery strategy, we should match the cookie group with the characteristics of the target audience, screen the cookies collected in the past, match the target group of GLK, and establish a Launch Cookies library as the main basis for delivery; Media groups matching the browsing habits of the target population, and selecting high-quality media to cover the target population through the online browsing habits of the target population; Advertisements can only be displayed if and only when the cookies are launched to browse the selected media group. At the same time, it conveys the brand image of high-end, atmospheric and high-grade.

Communication Challenge

In October, a new generation of Mercedes-Benz GLK luxury medium-sized SUV was listed in Beijing. In the promotion of rich media advertising, the challenge of creativity is: how to jump out of the current situation of video websites simply playing stories and create a sense of control that allows consumers to be immersive? Video is becoming more and more important to consumers. How can we make good use of its form and really expand its dissemination? Specific to the creative elements, what elements can be used to cooperate with the interpretation of the picture, which is really shocking?

communication goal

attract and promote the target audience to buy products and increase the sales volume of Mercedes-Benz GLK; Expose a large number of products to the target audience of Mercedes-Benz GLK through directional technology, and at the same time create momentum for the listing of new Mercedes-Benz GLK cars; Improve the target audience's awareness of Mercedes-Benz GLK, convey the multi-brand connotation of Mercedes-Benz's dignity, elegance, youth and passion, and strengthen emotional communication with consumers; Through this case, an effective supplement to the conventional delivery is realized.

Creative exposition

On the basis of the brand TVC of Mercedes-Benz GLK, the characteristics of Mercedes-Benz GLK (shocking design, vigorous and surging power, smart and free control, and countless new configurations) are vividly displayed by using professional and gorgeous streaming media technology, so that consumers can experience the real pleasure of driving. Select the elements of yellow sand and water drops, and cooperate with the traditional TVC's soil slope and puddle scenes to realize the realistic crossing of yellow sand and water, thus conveying the noble, elegant, young, dynamic and passionate multi-brand connotation of Mercedes-Benz and strengthening emotional communication with consumers.

communication strategy

The target population of Mercedes-Benz GLK is mainly men aged 25 to 41. They have high incomes and are mostly engaged in finance, real estate, IT and other industries. Most of them are young and enterprising entrepreneurs, corporate executives and opinion leaders, with high social status, high quality of life and pursuit of social status. They think that the brand is a symbol of identity, and they are full of energy and open-minded. According to the analysis of the target audience, the Look-alike technology is used to match the cookie group with the characteristics of the target audience and the media group with the browsing habits of the target audience. Only when the released cookies browse the selected media group can the advertisement be displayed.

Implementation process

According to the audience characteristics and the promotion purpose of customers, in the delivery strategy, we will match the cookie group with the characteristics of the target audience, screen the cookies collected in the past, match the GLK target population, and establish a Launch Cookies library as the main basis for delivery; Media groups matching the browsing habits of the target population, and selecting high-quality media to cover the target population through the online browsing habits of the target population; Advertisements can only be displayed if and only when the cookies are launched to browse the selected media group. Specifically for the GLK Launch project, * * * has 1.38 million cookies, which mainly come from two parts:

Part1: Interactive Communication has placed advertisements for automobile, finance and high-end life customers, and the number of cookies that have seen advertisements is 611,111, mainly from:

Part2: The existing cookies in Interactive Communication database. The number of cookies matching the characteristics of GLK's target audience is about 781,111: aged between 25 and 41, mainly male users, who often visit financial, automobile, real estate, travel media or car evaluation and shopping guide networks.

Look-alike technology, that is, cookie approximate matching technology, is used to match cookies in the database with cookeis in the automobile sample database, and the approximate matching can show Mercedes-Benz GLK advertisements.

Advertising display:

Different advertising forms are adopted according to different media. Display advertisements on news portals and vertical media with windows and banners; Use iStreaming video patches to display advertisements in video media.

delivery effect

In this launch, eight categories of media ***17 websites, including comprehensive portals, news portals, video media, finance and economics, sports, automobiles, fashion and tourism, which are highly concerned by the target audience, were selected. In this launch, 23 days of advertising were counted, with the number of advertisement exposures of 16618117 and the number of clicks of 427646, and the number of exposures and clicks were estimated respectively.

Comments:

The biggest highlight of this video advertisement of Mercedes-Benz GLK is that it breaks through the inherent form of expression, and takes the surrounding pages as an extension of the picture to show the dignity and elegance of the luxury car to the maximum extent. It is self-evident that the strong visual effect and the feeling similar to sand washing and surfing are produced by the dynamic picture of yellow sand and water droplets splashing out of the picture with tension, which shocked the browsing netizens. This technique used to be used in book binding and outdoor advertising, which has a sense of speed and breakthrough. In the specific implementation, we should take a good balance, so as not to have the effect of "beggar-thy-neighbor". With the improvement of streaming media expression techniques and technology, it is hoped that it will appear in more diverse media in more varied forms.

—— Case Analysis of Han Zhixiang's Advertising Media Marketing II

The whole case of Midea Leheng Promotion

Announcer:

Midea Microwave Electric Appliance Manufacturing Co., Ltd.

Advertising Agency:

Guangdong Maizhi Chuanyang Advertising Communication Co., Ltd.

, grasping the opportunity of "health", Maizhi spread and beauty brought health, happiness and warmth to many China. Its promotion strategies are "breaking through from zero and opening up new brand categories", "stimulating demand, building a foundation for healthy marketing", "moving people with emotion, creating good results with warmth visualization" and "joining forces with strong companies to experience new brand value".

the concept obtains the visual memory of consumers. We use the shape symbol of the small house as the visual symbol of the beautiful family. Through the warm and personalized logo design, consumers are deeply attracted by our symbols when they enter the store, and they are deeply remembered to form their own brand personality.

To this end, we have developed a complete visual communication system for Midea's enjoyment, and constructed a unique visual communication system for the brand-new category of Midea's enjoyment household appliances. From the layout of terminal materials to the work clothes of shopping guides, from the stacking of products to the information dissemination of leaflets, all of them are transmitted around the concept of "home", so that consumers can always form the memory impression that "beauty enjoys excellent home = home", so that consumers can experience the warm feeling of home as soon as they step into the terminal of beauty, and capture the warm moment of home through the interaction with products, resulting in the empathetic desire to buy.

Health, an ordinary but never out-of-date topic, became the most lively and focused topic in China at the beginning. Grasping the opportunity of "health", Maizhi spread and joined forces with the United States, bringing health, happiness and warmth to many families in China. Since then, Midea Lexiang Electric has entered every family that pursues a better life and set off a health storm in China.

with the gradual saturation of the home appliance market, the competition in the home appliance industry has changed from a stalemate stage to a mutually consuming storm stage, and promotion wars and price wars have emerged one after another. The home appliance market has killed a piece of Red Sea, and it is difficult to achieve a greater breakthrough. Although China's home appliance market got rid of the downturn brought by the economic crisis in the second half of the year and officially entered the recovery channel, it continued its good momentum in the first half of the year. However, the fierce market competition has further eroded the survival and development space of major household appliances brands, and the further coverage of the Red Sea has given birth to the survival and change of major brands. As a result, Midea Group, a giant household appliance company in China, took the lead in taking the first step of exploring the blue ocean and seeking diversity.

Under this strategic background, Midea Group seized the market opportunity and decisively launched a brand-new category of household appliances-Lexiang Household Appliances, and found a most suitable chief strategist-Maizhi Communication Agency for this strategy that is related to the life and death of the enterprise. Opening up a new blue ocean in the home appliance market and creating new opportunities in the industry, the meeting and knowing of beauty and wisdom all seem to indicate that China, a vast home appliance market, is about to open a new chapter in the history of home appliances in China!

first, break through from zero and open up new brand categories

as the saying goes, it is difficult to do everything before it is done, so it is to promote products, especially to promote new products. As an important step in the strategy of Midea's comprehensive expansion into new markets, how to create an unprecedented new market from scratch? Let's find out!

Overlooking the zero market state, comprehensively planning the market breakthrough

In order to adapt to the development strategy of diversity and change, Midea has comprehensively introduced Lexiang electrical appliances to the market, including small household appliances originating from the West, such as toasters, ovens, fruit and vegetable purifiers, pure steamers, etc., and Midea will devote itself to bringing western catering and cooking culture to China. As a new product, how to open up a new field of home appliance industry and how to achieve a breakthrough from zero in the market has become the biggest obstacle to the development of beauty. There is a lack of reference objects in the industry market, the buyer's market is in a zero state, the market popularity and recognition are almost zero, and all the unfavorable factors add up, which further blows the confidence of promoters. This is a game, but also a struggle to test the wisdom and courage of advertising agents and brand managers.

in the face of crisis, it is often accompanied by the derivative of opportunities. Although zero market is unfavorable, we find more positive factors from a pile of unfavorable factors. Looking at the top ten of the top 111 enterprises in the world, 81% are new industries differentiated from the original categories, and the market is zero and blank for them, but they have achieved unprecedented success! Coca-Cola sells well all over the world from scratch, McDonald Brothers' fast food restaurants spread all over the world from scratch, and Disney's Mickey Mouse animation spreads all over the world from scratch. Zero market is both blank and endless opportunities. The reason why they succeed is that they win a courage and an ambition to challenge new markets!

From market zero, to new market, and then to total monopoly, this is a successful model for all brand leaders. Maizhi Chuanyang also firmly believes that Midea Lexiang Electric can also follow this successful future trajectory. Mastering the zero point of the market is equal to controlling a brand-new market; Controlling a brand-new market is equal to controlling the development and space of a market; You don't need to be busy dealing with competitors' dumping strategies, you just need to easily set industry standards; You don't need to chase the existing market share, you just need to create a top-down leadership position in the industry. From zero to one, Mai Zhi spread a brand-new zero-market breakthrough model for Midea, found the greatest confidence support for Midea's Lexiang household appliances, and found the best market cutting point for Midea's Lexiang household appliances.

brand to category transformation

American scholar al ries once said: The best way to build a brand is not to chase the existing category, but to create the first new category.

countless cases in the market have given us more positive reference on how to find a product breakthrough in the zero market and find a new way of category marketing, and the transformation from brand to new category. Procter & Gamble saw the broad prospect of the bath lotion market, so it launched the refreshing bath lotion in one fell swoop. As a result, the homogenization of products in the market was too serious, and after a while, it died down, or even stopped production and delisted. Aoqili tried to expand into the washing powder market and launched Tianqi washing powder, which was certainly hyped by public opinion. However, after the hype, consumers' demand for products declined instead of increasing, which dragged down the sales growth of the original main detergent.

there are always various reasons why these famous brands fail. However, Mai Zhi Chuan Yang believes that the key point is not that they lack market foresight, but that they lack sufficient market scarcity. When a new product is launched on the market, it will naturally be assimilated if it can't cut its own uniqueness, and it will further compress its own space and become its biggest competitor, forming a vicious circle.

Here, we are thinking about a question. If P&G's refreshing shower gel was originally made of sports shower gel, if Aoqili Tianqi washing powder was made of health-care washing powder, would it be possible to achieve completely different results? Of course, we can't research these latter words, but the failed case experience tells us that blindly squeezing a market is likely to be counterproductive, and opening up new markets is not necessarily dangerous. As a new product, if Midea enjoys home appliances and squeezes into the small home appliance market, it is likely to repeat the same mistakes. As a result, we propose that Midea needs to open up new markets and create new categories, so that Lexiang household appliances can break away from the Red Sea competition in the small household appliances market and create a brand-new blue ocean market for Lexiang household appliances.

The successful models of many famous categories in the world all prove the superiority and special effects of category marketing. With this good strategy, Maizhi Chuanyang and Midea Group opened up the gorgeous transformation of Midea Lexiang Electrical Appliances from brand new products to new categories, opened up the home appliance market with new categories, avoided unnecessary competition in the Red Sea and completely walked out of the blue ocean road. Therefore, how to continue this new category road is really worth looking forward to by colleagues in the industry!

second, stimulate demand and build the foundation of healthy marketing

how to deduce health and how to turn health into economic benefits? With the best "cross-border" concept, Mai Zhi has made a thorough innovation for the promotion of Midea's household appliances, and created new miracles in the industry with public opinion!

selling "health" instead of selling "function"

The birth of a new category often needs the core value to support the promotion of Midea's household appliances. Similarities in planning the promotion strategy of beauty enjoyment