Nowadays, in this complicated torrent of information, the real needs of consumers are also changing day by day, and the moments that can evoke their hearts are becoming more and more rare and precious. For brand marketing, it is a spur and challenge. Can we still be moved by new ideas in the festival that comes back every year? An old brand that has grown into a big brand can still make our eyes shine? Can a person we have known for a long time still make us move again? Today, we sorted out 10 brand marketing cases in the first half of the year to see how they made consumers "intoxicated" by 0 1 excellent products × World Smile Day. Source: Weibo, famous products, smile. With the help of scene-based and landmark marketing, a healing device was set up in a high-traffic business circle scene, and spontaneous sharing of social media and streaming of topic marketing were tried, which opened up online and offline interactive communication and was a healing marketing to convey the brand belief of "Good Life". 2 bilibili × May 4th Youth Day A letter from Mo Yan to young friends Source: May 4th video screenshot Don't be blown down by the strong wind On May 3rd, the third short film in the series "After the Waves" of the Bili Bili Youth Day, Mo Yan wrote a special letter to young friends all over the country-"Don't be blown down by the strong wind", in which he answered a question: What should I do when life encounters difficulties? He also shared his childhood stories with the audience in the form of chatting, so as to inspire young people. 03 JD.COM × World Reading Day "Recycling" dusty new books On World Reading Day, book co-writers Yu Hua and Yu Xiuhua launched "JD. COM Books asks you to buy books ",which brings volume and topic to the brand." Source: JD.COM, WeChat official account, JD.COM. The book advertisement of COM subverts the traditional platform and sells books directly. With the help of Yu Hua and Yu Xiuhua, Literary CP bought back books from readers and completed an activity of "planting grass for the spirit" for book lovers. The reverse persuasiveness, relevance and originality of advertisements are excellent, thus achieving great spiritual shock and impact. It skillfully expresses JD's value concept. COM books are not responsible for everyone who reads them, nor for everyone who writes them. Source: JD.COM WeChat official account 04 "Marketing Genius" has made a new move. Wuling played homophonic terrier. Wuling named the color of its new series of new cars with homophonic stalks. This kind of color marketing helped Wuling shape a younger brand image. Source: Wuling Weibo Modern Marketing believes that whoever catches young people will catch the future. Some traditional car brands are failing now because they don't innovate and lose the market for young people. This year, Wuling is close to the lives of young people through a "color revolution", which makes technology, R&D and marketing cooperate with each other. On the one hand, it provides users with a variety of choices through color marketing, on the other hand, it also makes the brand image more suitable for young users. Source: Wuling Weibo screenshot 05 Maotai ice cream online time-honored brand is embracing young people Maotai Group and Mengniu to launch Maotai ice cream. This cross-border brand is a new attempt by Maotai to actively cater to the needs of young consumers. Source: In response to "new trends, new groups, new scenes, new retail and new products", Maotai launched an ice cream with elegant sauce and delicate milk flavor on Hong Kong Wenhui.com, which is undoubtedly one of Maotai's strategic initiatives. Although liquor and ice cream are not the same category, Maotai and Mengniu, one of the "ice cream bosses", made their own brand extension in order to offer young people the "most delicious ice cream", which may naturally turn a group of young people into "hair powder". This is an innovative practice of Maotai's corporate mission of "Creating Life Dreams". 06 White Elephant × Consumer Day: The brand of pickled cabbage can't be shaken, bringing out old domestic products. Because of the warm-hearted behavior of hiring disabled employees, White Elephant is well received by the whole network. When CCTV's 3 15 party exposed the food hygiene problems in flag-planting vegetable industry, Baixiang was concerned by netizens because it issued a statement in time explaining the safety of its products, and the store products were once snapped up by consumers. Source: "White Elephant Food" A new generation of consumers in Weibo, represented by Generation Z, are evaluating the brand more and more strictly. It can be said that a brand without values has no value. The white elephant that causes "wild consumption" is very similar to the situation of Hongxing Erke, which is inseparable from the long-term adherence and practice of correct value orientation and social responsibility by enterprises, as well as the improvement of consumers' national confidence and brand confidence. I wish there were more China brands like White Elephant. 07 China Women's Football Team 10000000000000 Yuan Bonus Mengniu rewards athletes. After China Women's Football Team won the Asian Cup final in 2022, Mengniu immediately announced that it would give China Women's Football Team1000000000000 Yuan in cash as a way to show its brand value by winning the championship. Source: Mengniu in Wenhui.com, Hong Kong has been looking for a "strong cow" that keeps blooming in sports to carry out communication cooperation, so as to achieve a win-win situation in communication. China's "naturally strong" women's football team returned to the top of Asia, which naturally became an excellent opportunity for Mengniu to "hold its head high". The first time, I announced that I would win glory for my country by rewarding sonorous roses. Mengniu naturally combines brand spirit with hot events, effectively interpreting its brand spirit of "world quality, natural strength". This is a very successful hot event marketing for Mengniu. Yuan Qi Forest "Bet No.3 Middle School and No.3 Middle School" became the "blessed forest" of Beijing Winter Olympics. Yuan Qi Forest bet three Olympic champions, Gu Ailing, Su and Xu, as "energetic new youth", which is regarded as the biggest winner in the marketing of the Winter Olympics. Source: Yuan Qi Forest Weibo Compared with entertainment stars, sports stars are much more reliable. It is not only luck for Yuan Qi Forest to win three Winter Olympics titles, but also a reflection of its marketing logic from traffic-driven to brand-driven. With the increasing cost of traffic, many new consumer brands have become "traditional": seriously making products, honestly doing offline, and returning to the original heart to be brands. 09 Shaxian Snack Shooting Advertisement The official whole activity is serious and funny. Shaxian Snacks and Fujian officials have launched a creative advertisement, adding many trendy elements to let more people know about Fujian cuisine. Source: The national brand of China on the Shinkansen Strait must be brand-built, and the key is IP construction. In the era of mobile internet, Shaxian snack uses a creative advertisement, washes away its old label by integrating various elements that young people like, reshapes a young, lively and even childlike Shaxian snack image and creates a brand-new IP. 10 The harvest of China Post Coffee in the beverage industry is very popular. China Post's first post office coffee officially landed in Xiamen, which is an attempt for China Post to be close to young consumers and a challenge in the transformation and development. Source: China Post Weibo counts the excellent marketing cases in the first half of the year, and it can be found that their circles are different-some attract users through fashion interest, and some impress people through emotional singing. These creative forms and contents are not necessarily "standard answers", but they can touch the deep needs of users and provide remarkable reference for the industry. contribution