1:
The fastest speed in history, ranking among the top three sales of Watson's
category
The title variety show explodes brands and topics. Since the beginning of 215, everyone has noticed that the titles of Jiangsu Satellite TV's ace programs Super Team, Fight for Her and Masked Song King are all one leaf. Relying on the first-line satellite TV to detonate brand awareness and topicality, and using the variety title to continuously create brand personality and spread brand connotation, this is the all-round multi-dimensional brand communication blueprint drawn by the first leaf in early 215.
With the popularity of three programs named Yiye, Super Team, Fighting for Her and Masked Song King, Yiye brand is widely known, and its brand concept of "freshness and liveliness" is gradually deeply rooted in people's hearts. From "Fresh Power" in Super Team to "Fight for Her" to focus on warmth and love, I put forward the wisdom of "Fresh Mask, Make Love Live". Finally, I sang "Fresh Mask, Reveal Face and Become King" with the help of Jiangsu's main program "Masked Song King" in 215. A leaf can always hit the best combination point between the brand and the program.
the fastest speed in history, ranking among the top three sales of Watsons category. In August 215, Yiye was awarded the "Best Popular Mask Award" by Watson's Health and Beauty Award. One leaf has been listed in Watsons for only 8 months, and it has reached an average monthly retail sales of nearly 3 million.
yiye is a brand-new mask brand launched by Kans in 215. Shanghai Kans Cosmetics Co., Ltd. was established in Shanghai, China in 22. With the spirit of pluralism, optimism, innovation and adventure, it has developed in an all-round way in emerging channels such as Watsons, department stores, SHOPPINGMALL, top 1 chains and e-commerce, and its sales have reached new highs. It is a representative omni-channel marketing enterprise in China at present.
in p>214, the title of "If You Are the One" of Jiangsu Satellite TV was a great success, and in 215, it was titled "If You Are the One" with a large amount of 5 million yuan. Because Kans believes that TV media is the best sales platform!
Shanghai Hanshu Cosmetics Co., Ltd. said: Based on the strategic cooperation of Yiye brand, Jiangsu Satellite TV gave the greatest support: the highest-level planning team, tailor-made rights and interests, professional over-value resource allocation, and maximum implementation cooperation, all of which showed a professional and intimate style.
In the end, Yiye held hands with Jiangsu Satellite TV as the base camp of brand strength, and achieved excellent communication effect. Both brand awareness and consumer recognition have been greatly improved, and it stands out among domestic masks.
Two:
Three cases tell you how to play sad marketing
The cold snap of spring swept the blind old man in rags around the corner from time to time. There is a sign in front of the old man that says "Blindness since childhood". Passers-by were in a hurry and indifferent, and no one gave the poor old man any charity. Byron, an English poet, passed by and saw this scene. He squatted down gently and added a sentence on the sign with chalk: "Spring has come, but I can't see her." After the poet left, a miracle appeared, and people gave money to the old man in succession, which surprised the old man very much.
"Spring has come, but I can't see her." This sentence inspired people's sympathy and made people lend a helping hand.
Mencius' Gao Zi Shang says, "Everyone has compassion." Seeing others suffer is like suffering ourselves, and compassion drives us to help others. In ancient times, people's ability to prevent disasters was low. In the face of great disasters and pains, people often felt fear and despair. The only thing they can do is to help each other in the same boat, care for each other, share the pain and misfortune of others, and help others tide over the difficulties. In this way, sympathy has gradually developed into an inherent virtue of human beings.
Compassion is the cornerstone of human morality. William Bennett, an American educator, pointed out in The Book of Virtues that if courage is to stand with others when they face difficulties, then sympathy is to stand with them when they feel sad. Compassion is a kind of reality that takes others seriously, not only his living situation, but also his inner world and his feelings. It is a positive attitude to form a partnership with people in trouble or misfortune, support him and share his worries.
the physiological basis of sympathy-oxytocin
Neurophysiologists have found that oxytocin secreted by human brain is a hormone related to the establishment of emotional connection and affection, which can calm the nervous system and make people have positive emotions. Scientists let the subjects watch the story of a little boy with cancer. During the watching process, it was detected that oxytocin was released from the brains of the subjects, and the amount of oxytocin produced was related to the sadness of the subjects.
*** emotion, also known as empathy and empathy, refers to the ability to put yourself in others' shoes and experience their inner world, which is a basic skill of modern psychological counselors.
Oxytocin can not only improve people's sympathy, feelings and emotions, but also make people more generous, tolerant and trusting, reduce fear and help people maintain healthy interpersonal relationships. Through experiments, scientists found that compared with the control group, the experimental group affected by oxytocin donated more money to charitable organizations. If this chemical is suppressed in someone, he will show more selfish personality.
if the marketing activities of enterprises can make people's brains release oxytocin, people will feel that the brand or product is more credible, and it is easy to establish a trust relationship.
Sad marketing case set
There are many ways to manage compassion. The case of "I'm sorry" in Jiaduobao, the charging event of WeChat and the rise of Mengniu are all wonderful and worth learning and referring.
Case 1: Jia Duobao's "I'm sorry" style
Jia Duobao spent more than 1 years to build the rented "Wang Lao Ji" trademark into a well-known herbal tea brand in China. As the right to use the trademark expires, it should be returned to Guangzhou Pharmaceutical Group. After returning the trademark to Guangyao, in order to continue the previous image in the minds of consumers, Jiaduobao hinted to consumers through copywriting skills that today's Jiaduobao herbal tea is the former Wang Laoji herbal tea, but this vague rhetoric of "scratching the ball" was sued by Guangyao. In January 213, the court ruled that Jiaduobao stopped using propaganda terms such as "Wang Lao Ji changed his name to Jiaduobao" and "the national leading red canned herbal tea changed its name to Jiaduobao".
seeing that the general trend has gone, what should the marketing team of Jiaduobao do?
The traditional practice is nothing more than denouncing the unfair competition of Guangzhou Pharmaceutical Co., Ltd. from public opinion, playing word games instead of advertising words to continue publicity, counterclaiming the monopoly hegemony of Guangzhou Pharmaceutical Co., Ltd. from the legal point of view, and announcing an appeal. However, ordinary people don't care who is right or wrong, and they don't care about market competition-these things are so boring!
At 14: on February 4th, 213, Weibo, the official of Jiaduobao, began to "burst into tears", crying for Weibo four times in succession to show his position in the form of "I'm sorry". There is a sentence on every "sorry" picture, and there is a crying baby in every picture.
sorry! It took us 17 years to make China herbal tea the only brand comparable to Coca-Cola.
sorry! It's our incompetence. We can sell herbal tea, but we can't go to court.
sorry! But we are born at the grassroots level, and it is the gene of private enterprises.
sorry! It is because we are too selfish to lead the national sales for six years in a row, and we have not helped our competitors to build factories, improve channels and grow rapidly ...
These four "sorry" pictures of Jia Duobao ridicule their opponents, and they are ironic. On the surface, they are apologies and self-mockery. In fact, they are crying out for grievances, * * *, showing weakness to the public, showing strength to their opponents and revealing their scars with a smile. In less than 2 hours, "I'm sorry" quickly became the "screen king", which was forwarded more than 4, times and received more than 1, comments.
Jia Duobao's picture of Weibo is a classic. The crying babies are full of grievances, which makes people feel pity instantly. Many netizens shouted "Come on, baby!" The slogan.
After Jiaduobao launched the "Sorry" style, GPHL launched the "It doesn't matter", Coca-Cola launched the "It's all my fault", Pepsi launched the "Stop it" and netizens launched the "It doesn't matter", which was very lively and achieved good results.
case 2: "wechat charging" incident
in order to attract users, wechat needs to have market enthusiasm, so that the public can continue to pay attention and talk about it. How can we achieve this goal? Creating a topic of "WeChat charging" will attract a lot of people's opposition, and there will be a lot of discussion and excitement, and the media will spread it for free, which will certainly attract the public's attention.
At the beginning of p>213, the topic of "WeChat charging" created by Tencent seemed to be "known to everyone on earth". In the WeChat circle of friends, QQ group, Weibo, forums and other occasions, there are rumors and discussions about the charging of WeChat everywhere. Many people are denouncing communication operators and supporting WeChat, and operators have become the target of public criticism, while Tencent has changed from a "public enemy" in the Internet industry to a weak one who needs sympathy and protection.
In fact, no communication operator has ever said that it will charge for WeChat, but Tencent itself is "worried" that operators will charge. The user has already paid the mobile data traffic fee to the operator, and it is absolutely impossible for the operator to charge the user a "WeChat fee"; Even if the fee is charged, it is charged by the operator to Tencent, or by Tencent to the user. However, Tencent just doesn't explain "who is going to charge" and "whether to charge users". Tencent executives said: "As a basic service, WeChat should not be charged extra, because users have already paid the most basic fees for traffic." In fact, this statement may mislead the public, making people feel that Tencent does not want to charge, and some people force Tencent to charge users twice. In this way, the public's cognition becomes: operators should charge users' money, and everyone should unite and fight with operators to stop them from charging.
Tencent has pushed the operators to the opposite side of the public through "weakness", attracting a large number of aggrieved users to oppose the operators for themselves; As a "weak person", I have gained everyone's sympathy. Whether it is true or not, and whether it is successful or not, the unforgettable experience of the majority of users and Tencent * * * fighting back against the "monopoly devil" will greatly enhance their feelings and usher in another explosive growth in the number of WeChat users.
Case 3: Mengniu shows weakness to its rivals
In p>1999, Niu Gensheng founded Mengniu. At that time, the first brand in Inner Mongolia dairy market was Yili, and Mengniu was unknown. If you want to improve the popularity of Mengniu, you can only win by surprise. Mengniu set Yili as the benchmark and made the slogan of "striving for the second brand of Inner Mongolia dairy industry", which made consumers know Mengniu through Yili and gave the impression that "Mengniu seems to be very big".
On April 1, 1999, Hohhot citizens woke up and found that more than 3 billboards on the main streets of Hohhot were all advertisements of Mengniu: "Learn from Yili, strive for the national industry and strive for the second brand of Inner Mongolia dairy industry!" A stone stirs up a thousand waves, and "Mengniu" has become a hot topic for Hohhot citizens. People remember Mengniu, and also remember that Mengniu is the "second brand of dairy industry in Inner Mongolia". On May 1st, just as the people were discussing the afterheat of Mengniu, more than 3 billboards of Mengniu in Hohhot were smashed beyond recognition overnight, and the case was finally solved, but Mengniu used this incident to attract the attention of the whole society again.
billboards can be smashed, but if advertisements are printed on product packaging paper, opponents should be helpless. As a result, Mengniu printed the words "Strive for the national industry and learn from Yili" on the packaging of ice cream.
Niu Gensheng started from scratch, and suffered from the difficulties and repression of his competitors. He forcefully tied up the industry leader, took advantage of the boss's situation, and won the sympathy of public opinion with the posture of "weak", and fought his way out in the heavy encirclement and suppression.