In the face of global competition and the pressure of buyer's market, almost all enterprises put new product development in a prominent position in their own development strategies, and market data and the conclusions drawn from in-depth analysis of market data are important guiding factors for enterprises to develop new products. Then the following is the relevant information about the classic case analysis of advertising marketing that I have compiled for your reference.
a classic case analysis of advertising marketing
McDonald's: "Angry Birds" cooperative marketing
Advertiser: McDonald's
Advertising Agency: TBWA (Shanghai) Advertising Company
Nowadays, teenagers are staring at smart phones or iPad almost all the time, and their thumbs or forefingers are pushing and sliding wildly on the screen of their mobile phones. If teenagers want to return to McDonald's, they must first attract their eyes and stick their fingers. McDonald's chose to cooperate with the best-selling video game Angry Birds to reawaken young consumers' love for McDonald's through a unique in-store experience.
Challenge
McDonald's is facing a crisis at present. Although it is expanding at the rate of one new store every day, the customer traffic is still 31% lower than that of its competitors. To make matters worse, while the whole category is growing at 6%, McDonald's is falling.
What is worrying is that McDonald's is losing its most important consumer group-teenagers. At the end of the second quarter, the proportion of teenagers' consumption decreased by 62%, the penetration rate decreased by 36%, and the frequency of entering the store decreased by 39%. Among teenagers, McDonald's is no longer synonymous with cool.
We need to reverse this situation and let teenagers return to McDonald's! We hope that at least 21% of teenagers will change from choosing KFC to choosing McDonald's. To this end, we must add a "cool energy".
for McDonald's, the increase in sales of the products promoted-beef burgers and fish burgers-will also become one of our criteria to measure the success of the activities.
objective
in the customer's business, the sales of fish burgers need to increase by at least 111%, and the beef burger products need to increase by at least 11%.
In consumer behavior, more teenagers are encouraged to come to McDonald's more frequently, and the frequency of entering the store is at least 21% higher than that of KFC.
In terms of brand awareness, we can reawaken young consumers' love for McDonald's through a unique in-store experience.
Insight
Nowadays, teenagers keep their eyes on smart phones or iPad almost all the time, and their thumbs or forefingers push and slide wildly to brush the screen of their mobile phones. If they are not texting their friends, they are playing games. Mobile phone, put in your pocket, at your fingertips. For teenagers, this is the most direct and fastest way to touch fresh experiences, which can satisfy their endless desire for more information.
If we have any chance to bring teenagers back to McDonald's, we must first attract their eyes and stick their fingers. Only in this way can they actively participate in our activities.
The core idea
"Angry Birds" is all the rage in China, with more than 111,111,111 downloads, ranking first in mobile games. So, we ask ourselves: how to use this game to do some magical things? Then, we did it-we became the first brand in the world to cooperate with the best-selling video game!
Every customer who comes to McDonald's can download the exclusive limited level of Angry Birds in McDonald's stores through mobile positioning technology as long as the game of Angry Birds is installed in his mobile phone, and the contents will be updated every day, so that customers can keep fresh and have new expectations to come to McDonald's every week.
And this "Angry Birds" McDonald's checkpoint is unique to McDonald's and can't be experienced anywhere else! As a result, the word of mouth of this activity among young consumers has been strengthened.
implementation
first of all, we have to create suspense! "Who stole my hamburger?" "Who stole my French fries?"
Some people have the guts to steal hamburgers from McDonald's!
And it was the greedy pigs in Angry Birds who stole hamburgers? They must be stopped!
So, we gathered tens of thousands of people to defeat the greedy pigs and help the owner get the hamburger back!
Our activity started with outdoor Teaser, decorated the restaurant with Angry Birds, leaving some clues, and invited passers-by into McDonald's restaurant with a unique LBS system. If they have Angry Birds installed on their mobile phones, they will receive a push notice from McDonald's when they pass by the store, inviting them to enter the store and fight greedy pigs together to find hamburgers.
how to evaluate whether the actual effect (including KPI) has been achieved? Why are these effects important to the brand?
effect
objective: in the customer business, the sales of fish hamburgers need to increase by at least 111%, and the beef hamburger products need to increase by at least 111%.
Results: The sales of fish products increased by more than 381%; The sales of beef burgers increased by 16.4%. During the activity, * * * sold 18.4 million beef burgers.
goal: in consumer behavior, encourage more teenagers to come to the store to spend more frequently, which is at least 21% higher than that of KFC.
Results: The proportion of young consumers is 21% higher than that of main competitor KFC. The frequency of teenagers entering the store is 28% higher than that of KFC, the main competitor. < P > Goal: In terms of brand awareness, the young consumers' love for McDonald's will be revived through unique in-store experience.
results: brand goodwill is 25.9% higher than that of main competitor KFC.
Comments:
As advertisers, we all know one thing clearly-advertisers will not pay for worthless advertisements. So, at this point, McDonald's "Angry Birds" marketing planning is undoubtedly successful.
what is the purpose of this marketing plan? -Re-attract young people to McDonald's.
what are the audiences, that is, young people concerned about? What is their normal life? -low-headed people, their eyes are staring at the smartphone or iPad almost all the time, and their thumb or forefinger pushes and slides wildly to brush the screen of the mobile phone.
how to attract their attention? It is a clever and effective marketing strategy to connect with the online game Angry Birds, which is popular all over the country and has more than 111,111,111 downloads.
Set up a unique McDonald's checkpoint to attract young people to spend money at McDonald's. As a video propaganda, McDonald's "Angry Birds" advertisement uses a combination of three-dimensional animation and real shooting, which skillfully combines the Angry Birds game with McDonald's elements to convey the activity information humorously and achieve the propaganda effect.
—— Analysis of the classic case of Huang Xiaoshi's advertising marketing II
Yili Ranch: PPTV cross-border refined video communication
Advertiser: Yili Ranch
Advertising Agency: Dianzhong Digital Advertising Co., Ltd.
In July, with Kwai Lun Mei's fresh endorsement, the brand-new Yili Ranch milk-made ice cream TVC and slogan were launched, hoping to choose the right media and deliver a brand-new brand image and concept at the same time. Through the insight of consumers and channels, Dianzhong advertising draws the conclusion that only the cooperation of "cross-border" and "customization" can fully cover the target population and improve the communication effect. Therefore, for the promotion of this new TVC in Yili Ranch, a "PPTV cross-border refined video communication scheme" was created.
Case background
In July, with Kwai Lun Mei's fresh endorsement, the brand-new milk ice cream TVC and slogan in Yili Ranch hoped to choose the right media, while conveying the brand-new image and concept, fully cover the target population and strengthen brand awareness.
marketing objective
objective: to enhance the popularity of brands and products and the preferences of audiences
KPI: exposure &; Click count
Estimated total exposure: 1,357,991,111 times, actual total exposure: 1,515,461,143 times, and the overall exposure effect is 111% of the estimated exposure
Estimated total click count: 3,513,675 times, actual total click count: 12,816,451 times. The overall click effect is 365% of the expected click volume
Target audience
Consumer insight:
1) Basic attribute analysis of target audience: 19~35 years old, most of them are born after 81s, and they are composed of students and office workers
2) Catalyst behavior analysis of target audience: Consumer's catalyst habit has changed fundamentally, characterized by fragmentation and multi-screen, and PC-side activity has decreased. Accelerate the migration to the mobile terminal
execution time
July 8 ~ July 7
Creative expression
In the insight, we analyzed the basic attributes and catalytic behavior of the target audience, and found that the promotion of the brand-new TVC in Yili Ranch could not meet the single promotion of the traditional PC+TVC, so PPTV took "cross-border refined marketing" as the core strategy, and opened up three multi-screens to seamlessly cover the audience and time.
Insight into media channels:
Starting from the crowd, the main audiences of PPTV are young white-collar workers, middle and senior managers of the company and students at school. Among them, 25 to 41 years old have the most consumption power. Most of these major groups are concentrated in the first-and second-tier cities in China. Due to the wide coverage of various terminal products of PPTV, and the time slots watched by users are distributed all day, which are nearly average, and the ultra-low user overlap of 1.5% ~ 21% on PC and mobile terminals supplements the fragmented crowd and realizes the complete coverage of the audience. Among them, the high-level viewing content that mainly communicates users focuses on popular dramas of PPTV such as hot dramas and Korean dramas. Therefore, by aggregating the favorite dramas of consumers, we will build a customized theater in Yili Ranch, and watch TVC products while attracting consumers to pay attention to popular dramas, so as to dissolve the sense of exclusion and enhance acceptance and willingness to spread.
Communication Strategy
Through the insight of consumers and channels, we believe that only the cooperation of "cross-border" and "customization" can comprehensively cover the target population and improve the communication effect.
therefore, we launched this brand-new TVC promotion for Yili Ranch, and created the "PPTV cross-border refined video communication scheme"
Implementation process
1. Cross-border combined delivery of high-quality resources-through the joint delivery of high-quality patches and banner resources on PC, iPad and Andriod phone, the target population will be covered with high concentration without interruption.
2. Customized theater-aggregate the favorite dramas of consumers, build customized theater of Yili Ranch, attract consumers to pay attention to popular dramas and watch TVC products at the same time, and dissolve the sense of exclusion.
effect summary
The launch lasted for 31 days, with a total exposure of 1.5 billion times and a total click rate of 12 million, with a click completion rate of 36.5%. Among them, the PPTV-Andriod phone video playback page was pasted for 15 seconds, the iPad video playback page was pasted before 15 seconds, and the client stopped clicking, with CTR reaching 11%, 6% and 1.25% respectively.
Comments:
The appearance of iPad and mobile phone has made the film and television advertising communication have a new communication channel from the traditional TV and PC. Consumer groups in first-and second-tier cities are accustomed to using iPad and mobile phones to watch programs. In line with this situation, the launch of "PPTV cross-border refined video communication scheme" has opened up high-quality patches and banner resources on PC side, iPad side and Andriod phone side for joint delivery, which has become a good media combination method. At the same time, it aggregates the favorite plays of consumers and builds a customized theater of Yili Ranch, which increases the reputation and affinity of the brand while consumers watch the program.
—— Fang Ling
The advertising form is fresh and cheerful, which well explains the brand proposition of "the heart is fragrant and enjoys itself". Kwai Lun Mei, as the image spokesperson, has deeply communicated the product consumers.
There may be 1,111 advertising forms for 1,111 advertisers, but when it comes to advertising effectiveness, there is only one result: there is no best, only better. From the final effect of this advertisement, it is really hard to surpass, and the previous market research is very accurate. The times are changing, and the strong rise of new media has violently impacted TV advertisements. People's contact with information is fragmented and multi-screen, and advertising is no longer spread all over the world with one screen. This Yili advertisement takes advantage of PPTV video playback platform, spanning three screens, and combined with PPTV's own good program resources, it has achieved the effect of not watching in the morning and watching in the afternoon, and the computer does not watch the mobile phone, which also determines that the overlap of advertising audience is only 15%~21%. This data shows that there is basically no waste of advertising fees. Some time ago, WeChat marketing was heated up. I don't know why media people and advertisers regard WeChat as a media platform. As a service-oriented WeChat, it is impossible to have many media attributes in the current mode. Therefore, it is very important for advertisers to keep independent thinking in a complicated society. This Yili advertisement has given us great enlightenment. The most suitable thing is that you can catch the innovation portfolio is not an illusory hot spot. It is a hot spot, but it is not the key point.
—— Tian Zhixian
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