Shanghai Digital Marketing Company-The Way to Win for ——81step

In recent years, with the development of the Internet, the relationship between brands, communication platforms and consumers has been changing, and digitalization and technicalization have invaded all aspects of marketing. However, compared with the growth of digital business, there are few companies that can provide high-quality digital marketing cases in China. Party A is faced with the embarrassing situation that it can't give consideration to marketing agents and third-party services when choosing consulting agencies. As a cutting-edge interactive agent TOP11 in Shanghai, 81step has many years of experience in digital marketing. Choosing 81step is equivalent to letting the enterprise have "brand company+media company+public relations company+film and television company+design company" at the same time.

since its establishment 11 years ago, 81step has accumulated a lot of experience, the most important of which is the whole case of digital marketing. Here are two cases to share with you.

1. Yili Zhennong× KFC

Children's Day, as the golden period of marketing campaign, has long been more than just a children's festival. On the Children's Day just past, KFC teamed up with Yilizhen thick milk to successfully create another classic of digital marketing through a series of online and offline operations.

Under the new consumption situation, the younger generation of consumers' pursuit of food is also quietly changing. They want not only unique and wonderful tastes, but also "socialization". Many online celebrity foods and online celebrity stores that have sprung up in recent years are good examples. Based on this insight, KFC, on the occasion of Children's Day on June 1st, launched the Taco Youth Enriched Package in conjunction with Yili enriched milk, and posted a poster in Guanwei, showing consumers three new ways to eat-steamed milk with flour, online celebrity foam and brain-hole shower.

this fancy eating method immediately attracted the attention of foodies, and netizens also opened their minds. On this basis, they continued to innovate, and the product successfully achieved secondary communication through UGC, which greatly expanded the brand's voice. In addition, Yili Zhennong and KFC also invited design aesthetics bloggers to create a "multi-functional food bag", which can be turned into a mobile phone stand, a self-portrait tool and, more importantly, a small electric fan to bring you cool being relaxed and free anytime and anywhere in hot summer. Sure enough, once the "multifunctional food bag" was released, it won the full love of netizens.

offline, KFC and Yili Zhennong are not idle. On the day of Children's Day, it opened the Creative pop-up shop in Gongshu Wanda Store of KFC in Hangzhou, which included a series of interesting settings and interactive games, such as the blue and white ocean ball punching wall, the exclusive egg twister and the handsome KFC grandpa coser. The flash set in KFC stores has well avoided the problem that the conventional flash shops are separated from the consumption scenes, empowered the communication scenes accurately with immersive experience, and created a diversion link of "experience is consumption".

J_F, creative director of p>81STEP? L? Y comment: whoever really understands consumers can really win consumers, which is an eternal truth in the fierce competition market. Yili Zhen firmly grasps the user's psychology, creates differentiated marketing, and at the same time, innovates the style of play based on products and creates brand barriers, so that the brand successfully penetrates into the user's lifestyle.

2. JD.COM 618-"Everything Renewal Awards Ceremony"

JD.COM officially transformed into an e-commerce in 2114 and founded the first "JD.COM 618" shopping festival. Up to now, JD.COM 618 has gone through 2115 and has become a world-class consumption symbol. With the change of communication environment, brands are constantly evolving. Consumers' pursuit of "new" seems to have exceeded our imagination. However, they pursue not only new products, but also the pleasure brought by new products. Therefore, the marketing slogan of JD.COM 618 this year is-"It is early to catch up with the new, and the new is good!" .

after the communication slogan was decided, in order to better reach users, JD.COM Supermarket created a "Everything Update Awards Ceremony" for chasing new users, aiming at providing consumers with better guidelines for chasing new products, stimulating users in all directions and giving them the best consumption experience.

This award ceremony is not just a gimmick, but has its own unique play. Each new product is presented through its exclusive H5, and consumers are invited to participate in the review. This form is similar to the talent show in recent years. Consumers call for them through the good things they like, and finally nominate them with the results of the list, personalizing them while introducing new products and better interacting with consumers.

After the communication channels were opened, JD.COM also teamed up with four brands, Mystical, Nestle, Rejoice and Junlebao, to shoot a canvassing video with different styles.

all the four commercials are based on the selling points of the products, which combine small commodities with life, family and fate, and then extend to the emotional height to truly impress consumers and gain consumer value. In KOL, JD.COM joined forces with bilibili Top Stream, the famous commentator "Teacher Liu" of up, to explain the award ceremony in the form of talk show, which was full of energy and finally won unanimous praise.

J_F, creative director of p>81STEP? L? Y Comment: JD.COM's thinking path is very clear and targeted, whether it is consumer insight, communication point thinking, channel selection and traffic aggregation.

Lu Yongfeng, a marketing expert, once said: "If the phenomenal presentation of a marketing case is accidental, there must be a solid, reliable and traceable methodology behind every case." In the field of digital marketing, we combine offline activities with mobile Internet community marketing, and customize the three axes of theme content, community and IP around the trinity of enterprise brand positioning, products and target users to realize offline detonation and online communication. The original "eighty-one steps"-a set of perfect online and offline digital marketing system, really helps enterprises to improve the brand marketing value, which is the winning way of 81step.

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