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Head & Shoulders: New Interactive Communication of PPTV Super League Power School

Head & Shoulders Power School is very popular. On this basis, what we should consider is how to further extend the brand promotion route and effectively strengthen the image and status of the brand strength school.

marketing goal

The strong exposure of Head & Shoulders products has enabled the brand concept of the strength school to effectively penetrate into the target consumer groups.

target audience

Most consumers who buy Head & Shoulders are white-collar workers and students. Most of the consumer goods made by P&G for Head & Shoulders are urban youths to satisfy their psychology of pursuing fashion.

Analysis of regional characteristics of consumers: Head & Shoulders occupies a major market position throughout the country.

execution time

April 26th to June 30th.

Creative expression

As a strong sports platform, PPTV launched two major sports events, the Premier League and the World Cup Budget Competition, during the promotion period. The audiences of the two major football events are very consistent with the brand audiences. In addition, the football match itself * * *, victory and other elements are exactly the same as the strength school concept, which is more conducive to the export and penetration of the brand concept.

Communication strategy

Through insight into the football watching and social psychology of fans. By using the language close to the user's acceptance, such as "strength school", "harsh words" and "seeking support", the attention and discussion on the strength school of Head & Shoulders are stimulated.

Create a "Head & Shoulders-Premier League Strength School" with events as its content and creative interaction as its highlight.

Execution process

Bundle the two events together to open creative advertisements, and organically combine the concept of strength with the form of advertisements.

Creative advertising forms: pc-side Premier League games-situational advertising, interactive quiz, crazy patch.

Three-terminal hard and wide orientation: all-platform Premier League matches+World Cup preliminaries patch release, web page+customer homepage, client-side movies, variety shows, sports channels hard and wide release, iPhone focus map+entrepreneurial big picture high exposure presentation.

Effect summary

Total page views PV16159913875.

Total hits CLICK82 17458

Comments:

Head & Shoulders, as an international dandruff care brand, has been leading the trend of scalp care. Head & Shoulders PPTV Premier League Power School's brand-new interactive communication scheme adopts the dual combination of sports power school and dandruff power school, and puts creative advertisements in two major competitions, which is close to the main demands of Head & Shoulders: young, confident and fashionable men, and highlights the brand proposition of Head & Shoulders Dandruff Power School.

It is worth mentioning that PPTV, as a strong sports platform, during the promotion period, the heavy sports events on the line were the Premier League and the World Cup Budget Competition, and the audiences of the two major football events were very consistent with the brand audiences. Premier League is the most competitive stage, and the strength competition of players echoes the strength of brand dandruff.

David ogilvy once mentioned in his book that a good advertisement is a work that sells its products without attracting public attention. At present, Head & Shoulders still lacks in transforming advertising influence into market purchasing power. Facing the direct attack of powerful competitors, Head & Shoulders has a long way to go to further extend the brand promotion route and form effective market purchasing power.

-Chengsai

Head & Shoulders, as a well-known brand in China, has a certain market and consumption base. It is very important to give the target group what it wants after positioning it and spreading it. This case combines the Premier League events as the carrier, and then carries out a series of communication infiltration and display, which should achieve the established effect and expected goal of communication.

-European cases

Two marketing strategies of Hisense's "China First" European Cup were announced.

One afternoon at the end of the year, an opportunity presented to Hisense: Will the top sponsors of the European Cup do it? Only 10 hour later, Hisense became one of the top ten sponsors of the European Cup 20 16, and the first China brand since the European Cup was founded 56 years ago.

This is the fastest decision-making and the biggest sponsorship ever made by Hisense. Hisense summed up and evaluated this sponsorship with "epoch-making significance", and "value-added" became Hisense's greatest affirmation of this sponsorship.

First, "China first"-simple advertisements are the best advertisements.

Hisense's brand building has been lagging behind the development of enterprises, brand influence is less than that of enterprises, and marketing is weaker than sales.

One of the most important reasons is that Hisense has not implemented a massive brand marketing campaign until now. Compared with the first-line brands such as Gree, Haier and Midea, they did not seize the opportunity to complete brand awareness education when the brand was rapid, the media was relatively concentrated and the cost was relatively low.

Therefore, Hisense has been looking for export opportunities for overseas brand building and sensational domestic market: sponsoring Australian Open, German Schalke 04 Team, F 1 Red Bull Team, and nascar racing, USA. ...

According to the global survey of China's national image conducted by China Foreign Languages Bureau, Hisense ranks seventh among overseas respondents in their familiarity with China brand. It can be seen that these sponsorships have indeed improved Hisense's brand awareness and market share, and brought positive impetus and promotion to sales. South Africa, Australia, the United States and other regions with rapid sales growth are all the results of brand income.

But we have been waiting for a bigger opportunity.

This day has finally come: the European Cup!

As one of the three major events in the world, the European Cup is more like a common language. Top sponsors in the world appreciate the most classic LED placement advertisements on the venue side. Because UEFA provides live broadcast signals in a unified way, the advertising rights are centralized and guaranteed.

The first China sponsor, the domestic football craze, the 20 16 Sports Year ... many factors are superimposed, and the result of the outbreak is predictable. This is why Chinese characters appear 2-4 times in each scene.

Hisense people think this way: the biggest output of the European Cup is the brand's unique "IP". The best ecology of advertising is to spread to social media, news discussions and a large number of dissidents. The discussion and even the attack itself will attract more people to pay attention to this advertisement. This is the best effect of advertising-"ecological closed loop".

Therefore, the brand department of Hisense Group began to plan from the beginning of 20 16:

1. Lock in "Hisense TV", the carrier of parent brand, ranking first in China and third in the world with 13, which is worthy of Hisense's "talking";

2. Study the advertising rules of France and UEFA-do your homework on advertising words. When Hisense's team went to France for investigation in March, they found this advertising word that was never allowed to be used in China when they landed at the Paris airport.

3. Pay attention to how the advertisements of other established sponsors will be played.

The advertisements originally designed by Hisense include: Hisense Defined TV, China Hisense World Hisense.

However, after a sponsor meeting, it was found that compared with Coca-Cola, Adidas and McDonald's, Hisense's original plan was too satisfactory.

Adidas' advertisements are: First, never follow * * * * First, never follow * * * * *; Carlsberg "may be the best beer in the world" * * * the best beer in the world * * *; Turkish Airlines is "the best airline in Europe" * * * meets the best in Europe * * *. Everyone has chosen this kind of advertising language that can cause controversy and form topic marketing. We began to reflect: the simple "first and best" advertisement may be the best advertisement; At the same time, there must be social topics, that is, planting the seeds of IP. To this end, Hisense decided to abandon the mediocre appeal of "Hisense ULED TV", implement 360-degree all-round marketing with social media as the main body, and enable emerging markets.

Therefore, we analyzed and studied the time of 565,438+0 games and the domestic and international ratings forecast, and finally determined that the best time for Chinese characters to appear was the opening, the first knockout, the first semi-final and 9: 00 pm Beijing time. This strategy was finally proved to be correct.

Why did you play first? Hisense TV 13 ranked first, and 13 brand index ranked first! This is a fact. There is no reason not to publicize such a good international platform.

In addition, according to the positioning theory, communication "first" is the most effective way to build a brand. In the minds of potential consumers, they think that "first" is superior to other brands. Consumers are hesitant and have the herd mentality of seeking "evidence from others". Hisense must dare to position itself in the industry. In fact, the color TV industry did not get the first brand recognition. Understanding and positioning the former is of great significance to the future development of Hisense.

According to the rights and interests, sponsors can use three brands. In the planning, we chose to make Rong Sheng appear in high density after Hisense's visual fatigue. Since Rong Sheng is only sold in China, it simply gives up the English standard Dragon God and only uses Chinese characters. Moreover, Rong Sheng recently re-launched Wang Mingquan as the image spokesperson, continuing the advertising slogan of 28 years ago. In the European Cup, Hisense hopes that emotions can continue. Therefore, the slogan of the second brand is defined as "Rong Sheng Rong Sheng Quality Assurance".

Every success can't be separated from time, place and people. Thanks to the world wave barb of "Swiss Messi" Shakiri, he created the best goal in this European Cup and also created the "voice barb" of China netizens. Weibo's topic was exposed to 62.59 million in just 6 hours, and netizens lamented that "I think of the Rong Sheng refrigerator under the stage". The live CCTV audience rating was 2.9%, reaching the audience rating level of the phenomenal variety show. Some people have commented that this is a goal worth over 100 million yuan.

In the subsequent knockout stage, Hisense quickly adjusted the content of the advertising page according to the online comments, and changed the knockout stage to "the only quality of Hisense TV"; In the semi-final, it was changed to "Hisense TV sales ranked first", explaining why it was said that "China was the first".

The advertising words "Hisense TV is the first in China", "Hisense TV is the only one in quality" and "Hisense TV is the first in sales volume" which are prohibited in China's advertising law, have quickly become hot topics in new media through the live TV broadcast of the competition, and Hisense's exposure has doubled. Marketing experts believe that Hisense's "first" communication in the European Cup is a textbook-style wonderful plan.

Second, play social media, from audience to host.

In the home appliance industry, it is difficult for Hisense to keep a low profile. However, on social media, Hisense is one step behind the microphone in the public opinion field. We are also very clear that in order to get back the right to speak, in addition to adhering to quality as always, we have to pay more marketing costs. Around the brand IP generated by the European Cup, how can Hisense, which has always been a low-key tradition, become the master of social media and lead the atmosphere to hold this European Cup carnival party?

* * * A * * *, based on the Weibo platform, to create social media instant marketing and lead the information of the first European Cup.

Compared with other social platforms, Weibo is more like an open square. However, the more listeners, the more speakers. On the new media marketing agenda of the European Cup, the first thing Hisense decided was to occupy the rights and interests of related topic pages in Weibo.

Hisense's global sponsor rights and interests have stimulated the willingness of content marketing cooperation among media platforms, which is no longer a simple relationship between Party A and Party B, and content marketing has produced a wide range of voices.

In the cooperation with Weibo Platform, we innovatively developed non-gold-selling resources, such as micro-endorsement triggered by keywords, and developed applications for the first time in the discussion with Hisense team, so as to maximize the value of "European Cup" and transform it into Hisense value. Among them, the Weibo topic # Hisense Micro Qiu Ping # operated by Hisense Qiu Ping Lion is closely related to daily events, and its content is to mobilize netizens to participate, realize deep interaction among users, and finally make netizens become Hisense fans.

Considering the European Cup&; Hisense has many labels covering people. In the KOL linkage, well-known bloggers, such as industry reviews, online celebrity jokes and sports celebrities, spread information layer by layer rhythmically, creating a public opinion matrix. During the European Cup, the total exposure of Weibo topic planned by Hisense reached 380 million.

Including Weibo, we extend the brand's value on different media platforms and enlarge the exposure of sponsors' rights and interests by using the launch screen, European Cup title and channel title on mobile apps such as today's headlines.

On Baidu platform, Hisense operates and maintains the European Cup exclusively while optimizing Hisense keyword search, and publishes it for fans of 24 participating teams, so that sponsors and fans can collide seamlessly.

On overseas social media, Hisense Harry's creation has aroused great enthusiasm from netizens, and the video click-through rate and netizens' participation are unprecedented. We are also considering introducing this image into China after the European Cup to enhance the brand's youthfulness and affinity and improve the communication efficiency with consumers, especially young consumers!

* * * Two * * *, brand preschool education, multimedia communication in football baby.

Hisense Online has planned a series of related public relations activities, such as the European Cup football baby Selection, and launched brand education among young people. At the same time, the contrast between "football baby" and Hisense brand's long-term image-building in this desensitized China society has aroused discussions on social media and forums, and strengthened Hisense's sponsorship status.

In the event planning, we chose the offline college selection and online social registration at the same time, and made a comprehensive campaign to ensure the success of the warm-up activities. Finally, after 54 days, 16 was selected from more than 50 urban areas in China. After online voting by more than 10,000 people and more than 70 finals, the top 8 was finally born and went to France.

In the spread of amateurs, we abandon the way of corporate public relations and learn entertainment hype instead. During the period, the personal information of the baby players was also excavated, such as "Top 8 Hisense football baby was besieged by his wife's group for mocking Messi", "Hisense football baby gave the signature jersey to the sick Real Madrid fan Bell" and "She has been recognized by He Zhang and is about to show off the European Cup". And used the exposure of the stars to make a preliminary news dissemination.

It is also our original intention to "create" football baby by planning IP hotspots and triggering spontaneous media communication. After all, Hisense is not an emperor, and making stars is not our purpose. On the day when football baby set out from France, the Capital Airport became our first IP production site-"the sexiest gesture to pass the security check". This may not be a completely positive public opinion, but we hope to open a door in this plan first. After the short video from passers-by perspective was uploaded to Weibo, it was quickly heated after being forwarded by KOL. The forums such as Maopu and Tianya also responded the next day, and netizens began to ask "Why did Hisense choose football baby?" "Hisense is a sponsor of the European Cup" began to be spontaneously discussed.

Expanding the coverage direction of media platform is one of the important ways to amplify the volume. In addition to putting the theme page of the event on Tencent Sports Platform, we also put a home of public opinion on Weibo, a video position on Tencent, pictures on Sina's New Youth special issue, Sohu Entertainment and BabyCall wake-up service on WeChat platform. At the same time, Betta and the live broadcast on Netease platform have formed a tracking third perspective. This perspective can provide the best crime scene witness for our later communication.

Among them, the "Baby Diary" program was once under the pressure of public opinion because of the audience attribute of the platform and the pursuit of on-demand quantity. In order to ensure that the image contrast can not usurp the role of the host, we finally decided to sacrifice part of the exposure and guide the correct orientation of the content, and finally the video hits reached 97.66 million.

Third, Hisense has kept a low profile for a lifetime and should live a good life.

30 days, 5 1 game, 7 billion people watched by 230 TV stations around the world, 408 minutes of sideline advertising, the score pop-up window accumulated 2 142 seconds of logo exposure, 500 games were released, and 33 1 10,000 fans gathered in FANZONE, which is the official right; Hisense has made more efforts around the European Cup. According to CSM data, CCTV's European Cup TV live broadcast covered 424 million viewers, and Hisense's advertisements were exposed for 2 1 165 seconds. According to the advertising unit price of 15 seconds before and after the live broadcast, the advertising value of CCTV is equivalent to RMB 570 million.

In the five months from the preparation to the implementation of the European Cup, Hisense organized eight press conferences around the world, adding fuel to the fire under the media controversy of "Hisense TV is the first in China", with more than 10000 global reports. Hisense was reported in the news broadcast on June evening 1 1 and July evening 1 1.

On social media, Hisense Sina Weibo has a total exposure of 4.05 billion. Today, the headline brand has been exposed and exposed by 300 million, and Tencent Sports has accumulated more than 65.438+0.5 billion views. From the beginning of the competition, Hisense Juhao and Weibo produced the football commentary program "Yellow Family European Cup" hosted by Huang Jianxiang. The on-demand volume of Hisense Juhao platform exceeded 6 million, and the topic reading volume of Sina Weibo # Huangjia European Cup # reached 65.438+0.6 billion.

Overseas media reacted strongly. As of July 4th, Reuters, Yahoo! Yahoo! News, BBC Business News, French TV website BFM. Television, French media Le Parisien, French Echo Network, German managers and other overseas media reported 2000 articles. Economic Daily's evaluation: Hisense has rapidly enhanced the popularity and reputation of its own brand by using the internationally renowned sports event platform, which can be described as an "upward" international pole vault of its brand.

How many roads does a person have to walk? The Portuguese championship reminds us of this lyric to pay tribute to Cristiano Ronaldo, and we are not thinking: How many roads does Abrander have to go? Winning the top rights and interests of the European Cup is the result of "fate": advertising has been low-key for a lifetime, and Hisense should live a good life.

Nielsen released the global message "Hisense deserves to be the brand with the longest exposure time in this European Cup advertisement", and Marketing Week, the authoritative British marketing agency, released the evaluation of the effect of the public relations promotion activities of the top ten sponsors in the whole event, and Hisense ranked third, surpassing Coca-Cola.

The spread of red fire has also set off the heat of the market. Ipsos' sample survey in 1 1 countries shows that Hisense's popularity in China has increased from 80% to 8 1%, and that in1/the overseas countries surveyed has increased from 3 1% to 37%. Among them, Hisense's recognition in five European countries, such as Britain, Germany, France, Italy and Spain, directly doubled.

Huge exposure and brand awareness directly affect product sales. Zhongyikang's monthly report in June showed that Hisense's domestic sales market share increased by 1.87 percentage points, reaching a new high of 18.74%. In the European market, Hisense TV sales increased by 56% year-on-year and 65% quarter-on-quarter.

CEO evaluation of Darty, the largest French chain company: With the help of the European Cup, Hisense has become one of the first-class brands in China, completely opening the distance with its counterparts in China overseas. In the European Cup campaign, Hisense became a first-line brand!

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