Every time there is any hot event, Durex will send out a poster with condom elements, which is well received and gradually becomes a brand culture. Every time there is a hot spot, someone will expect Durex's poster. If Durex doesn't do it, someone will help them.
Poster after Didi acquired Uber China
Poster of double eleven
A poster of Wang Baoqiang's divorce made by the crowd in the name of Durex.
Therefore, many brands and enterprises follow Durex to make posters, rub hot spots and attract attention.
But this tactic of Durex is essentially derived from their strategy. Because of the particularity of the category (involving "sex"), they can't spread it in conventional channels (such as TV and radio), Weibo has become their first choice camp, and the particularity of their products has made their brand strategy-psychologically speaking, this kind of expression like "mouth cannon" can provide a weak sexual pleasure, so many people will actively forward their hot creative posters. Some posters with deep stalks will make most people feel puzzled, and those users who can get them will have a sense of IQ superiority. For example, the poster of ghost in the shell made by Durex is incomprehensible.
After reading the comments, I seem to understand. Shame? (? ω? )?
Durex's strategy is to reduce users' discomfort with condoms and let more people accept their products through screen brushing once and for all.
Most other companies that chase hot spots to make posters rack their brains to write golden sentences and match pictures, but in the end, only employees of the company are making friends, and users will not have too many associations when they see them, let alone attract attention. In the end, it became a contribution to traffic and topicality for hotspots.
Durex, you can't learn, because what you see is only the skin, not the deep strategy.
The key point of brand marketing is not the word-for-word execution, but the early planning, what you want to do, what is your differentiated competitive point, what is your competitive advantage, and how to implant this information in all the contact points where users come into contact with products.
Finally, let a good product speak for itself and tell his brand story.
You have seen a lot of new changes and new breakthrough figures in this year's double 1 1, and they are hitting new heights every year, so I won't join in the fun. Let's talk about this issue from the new marketing tricks of Tmall Double Eleven. Every year on the Double Eleven, there will be new tricks. Last year, I was blinded by the double eleven party. I think it is really an era of consumption and entertainment. Double eleven can still play like this. This year, Dad Ma has reached a new height. The inventory mainly includes the following aspects:
1, Globalization: Looking at the strategy of Tmall Double 1 1 this year, the concept of globalization is extremely obvious. From inviting Fruit Sister to be the global promotion ambassador, to the Tmall Double Eleven party, David Hill, the producer of the 88th Academy Awards, and the gorgeous star lineup of Kobe Bryant, Beckhams and Scarlett Johansson were invited. From burrbey, Maserati, Apple, etc. to participate in the Double Eleven for the first time, to Alipay's global payment strategy; From buying all over the world to reaching the whole world, and then returning to the theme "Tmall Double Eleven Global Carnival", all of them reflect Tmall's globalization strategy;
Come to Zhang Gaofu Shuai combination ~
2, consumer entertainment: before the Double Eleven, there was a game of catching cats, allowing users to participate in the double eleven warm-up; The promotion song of Rainbow Choir's "I am so honest", the seamless implantation of PINKRAY?'s "herborist Dabai Mud" at the party, the smart plug-in game, and various interactive ways all allow users to accept brand and product information in a more entertaining situation, thus entering the buying army;
3. Highlight of brand cooperation and platform value: From the posters and promotional videos of this year's Double Eleven Tmall, Tmall is the carrier, and then combined with the contents of major brands to convey the impression of Tmall allinone's big platform. In the first double eleven promotion, Tmall joined 27 big-name brands, integrated their slogan together, and combined with various brand promotion clips to form a brand poem. Personally, I think it's a great idea. Interested students can watch the video: