Domestic cases
It's better to be too funny
Case: With the hot broadcast of "Sister Who Rides the Wind and Waves", the actor Quiet in the program makes you envious by virtue of the devil's figure and enchanting makeup. Unexpectedly, the tranquility of the domineering royal sister style was completely broken by a comparative picture of netizens. Netizens sent a message of tranquility and M&; The comparison of mung beans in M's, and it is said that tranquility is very similar to mung beans. Later, Quiet affirmed the netizen's judgment in Weibo, and sent out a number of comparisons with M beans and mung beans.
After Quiet appeared to respond, M&; M's is naturally unwilling to lag behind. On August 3, M Bean-Mung Bean said in Guanwei that it would meet with Jingjing. On August 5th, M Bean-Mung Bean announced the official appointment of Quiet as M&; M's brand ambassador. Not only that, M Bean-Mung Bean also formed a female group named "I'd rather be too bean" with Jingjing. After the official announcement, the topics of # Quiet M Beans Debut # and # Better Too Beans # Weibo came into being, and many netizens joined the topic of comparison between Quiet and M Beans-Mung Bean.
hourglass bag becomes sand sculpture bag
Case: The annual China Valentine's Day Tanabata is coming, and major brands will naturally not miss this great marketing opportunity. However, the love theme that was not easy to make mistakes has overturned the luxury brand Balenciaga.
For the Qixi Festival, Balenciaga specially launched a limited edition hourglass bag, but after the launch of this bag, both the product itself and the promotional content of this product made netizens shout: "The hourglass directly becomes a sand sculpture". In order to highlight the elements of China, Balenciaga wrote the words "I love you" and "He loves me" on the hourglass bag in Chinese characters. Because it doesn't match with the product itself, it seems difficult to combine this hourglass bag with Qixi or the traditional culture of China.
In addition, the poster launched by Balenciaga for this hourglass bag is even more "spicy". Pink hearts and red hearts are covered with posters. Dim models wear bright blue coats and pink coats, and the posters are full of non-mainstream atmosphere. Gif pictures are even more frightening. Butterflies are flying and waterfalls are flowing, without any beautification traces. Instead, people feel strong local flavor. Therefore, netizens also renamed Balenciaga's hourglass bag "sand sculpture bag" directly.
Comments: Tanabata, as one of the traditional festivals in China, naturally reminds people of China elements. However, the integration of China traditional elements into the trend does not mean the combination of earthy aesthetics and fashion trends. Before international brands use China traditional elements, they should have a deep understanding of the essence of China traditional culture, and should not deliberately imitate a certain style, otherwise it will damage the brand's own image and arouse consumers' resentment.
Yang Guofu Mala Tang calls for Sean to endorse
Case: Speaking of Mala Tang, the competition between Yang Guofu Mala Tang and Sean Mala Tang has never stopped for many years, and it is because of the hot search for the ideal spokesperson these two days.
Because of the same name as Sean Mala Tang, Sean, a model, was troubled, but it was precisely because of this reply that Yang Guofu Mala Tang saw a turn for the better. On August 9th, Yang Guofu Mala Tang shouted Sean in Guanwei, and invited him to be the spokesperson of Yang Guofu Mala Tang brand. After this message was sent out, netizens were boiling instantly, and the topic # Yang Guofu invited Sean to endorse # topped the hot search list. Up to now, although Sean himself didn't respond, the topic # Yang Guofu invited Sean to endorse # has reached 68 million, and nearly 7, people participated in the discussion.
Comments: Yang Guofu Mala Tang on the hot search and M beans-mung beans on the hot search have the same effect. Seize the hot spots at the first time, comply with the wishes of netizens and stimulate the discussion of netizens. No matter whether Sean himself will participate in it in the end, Yang Guofu Mala Tang has completed the promotion of heat.
come to rua's ear!
Case: In the first two weeks, Meituan Takeaway used those cute kangaroo ears on the rider's helmet to screen social media. This week, Meituan Takeaway launched recruitment information through this "ear" trend.
The recruitment information adopts the current popular rustic retro style, telling that Meituan has launched an upgraded version of the "Spring Return Plan". At the beginning of the recruitment information, the voice-over clearly asked, "Are you anxious because you envy the ears on the head of the takeaway brother? Are you upset because you like ears, but rua is not there? " Subsequently, it was introduced that Meituan would add 5, flexible jobs, including school recruitment and social recruitment.
In addition to the recruitment information, Meituan Takeaway also filmed the employees with ears as posters, including "Kangaroo Brothers", "Iron Throne of Cats" and "This is AI".
Comments: Meituan Takeaway regards kangaroo ears as an important IP of the brand, and has launched a series of communication around this IP. Meituan's take-out has boosted the promotion of other contents of the brand by taking advantage of the hot ear. Obviously, it is easier for the public to accept and love it by cutting through the ear.
paradise umbrella JK plaid skirt
Case: Not long ago, some netizens said in Weibo that the plaid of paradise umbrella is exactly the same as that of JK skirt, so they called for paradise umbrella to launch JK plaid skirt. I didn't expect this to happen in Weibo, and many netizens joined in calling for the paradise umbrella to come out of the JK plaid skirt.
Living up to expectations, Paradise Umbrella and Lok-machi launched the same checkered JK skirt of Paradise Umbrella. The skirt has three colors, which are named "Flowers bloom in the moonlight", "Stars fall in the autumn island" and "Fireflies in the autumn night" respectively. "Flowers bloom in the moon" represents pink, "Stars fall in the autumn island" represents blue and gray, and "Fireflies in the autumn night" represents purple and blue. Not only are the names so poetic, Paradise Umbrella and Le-CHO also wrote poems for these three colors to express their color connotations.
foreign case
A tasty summer flavor
case: in hot summer, food is a good medicine to relieve high temperature and dryness. Among all kinds of delicious food, sweet candy can bring people happiness. As a result, summer and candy have such a wonderful connection.
Recently, the Egyptian candy brand Chocolate factory released the latest series of posters, which brought some comfort and happiness to people in hot weather. This group of seas is registered as "A tasty summer flavor", and different chocolates and sweets in the poster are arranged in the shapes of beaches, beaches, wooden houses and resorts. At the same time, the characters in the poster are reduced in the same proportion to make them stay in candy, forming a general scene of people on vacation. In the candy town, the wooden house made of chocolate is waiting for its owner. The blue ocean of chocolate beans provides convenience for people to surf. In the coconut chocolate beans, people are like soaking in hot springs.
pizza or Popeyes
Case: Not long ago, Popeyes made a small survey on the families who ordered the pizza, that is, when the pizza was delivered by the delivery staff, Popeyes staff came forward and asked if they would like to exchange Popeyes for the pizza they ordered. The result was naturally satisfactory to Popeyes, and many families were willing to exchange their pizzas. It wasn't long before Popeyes attacked pizza again.
This time Popeyes chose to do something with pizza in the input method. Borrowing the automatic correction function in the input method, Popeyes replaces the word "pizza" in someone else's mobile phone with the word "Popeyes". In this way, when people input the word "pizza", it will be automatically corrected as "Popeyes" by the input method. Of course, this is not a simple prank. Whether you successfully replace these two words in your mobile phone or those in someone else's mobile phone, you can get a discount of $5 in Popeyes' next order as long as you save the chat screenshot.
Comments: Popeyes accurately defined pizza as a competitive product of its own products, and then launched a series of marketing activities around its own products and pizza products. By replacing the word "pizza", people are surprised and deepen their memory of the brand and products of Popeyes, and then stimulate consumers' desire to buy.
avocado core color
Case: As an American fast food chain brand, Chipotle Mexican Grill uses nearly 3 million avocados as food raw materials every year. How to make use of waste and reuse a large number of avocado cores has become a problem that Chipotle Mexican Grill has to consider.
Now, Chipotle Mexican Grill has finally found a chance for these avocado stones to be reused. Chipotle Mexican Grill soaked these avocado cores and cooked them to form a dye for the color of avocado cores. Chipotle Mexican Grill dyed a series of products, such as T-shirts, sweatshirts, handbags and so on, and then sold them online.
Because it is a commodity made from waste, Chipotle Mexican Grill promises to donate the profits from this series of products to non-profit organizations dedicated to the sustainable development of fashion industry and agriculture, so as to promote sustainable development.
Comments: In recent years, achieving sustainable development has become the corporate vision and commitment of many brands. Chipotle Mexican Grill, on the basis of recycling waste, used its products to continue to promote the cause of sustainable development, forming a virtuous circle. The launch of avocado stone color products not only enhances people's goodwill towards Chipotle Mexican Grill, but also conveys the message that sustainable development is not far from us as long as we have enough ideas.
Vacation in a Box
Case: Although the impact of the COVID-19 epidemic on our lives is weakening, things like traveling abroad are still impossible. In order to alleviate the depression that people can't travel abroad, IKEA Dubai has launched a "holiday in a box".
As the name implies, "holiday in a box" is to display the beautiful scenery and characteristics of various places in a box for everyone. The travel box includes four themes, namely, Capadocia, Maldives, Paris and Tokyo. The box contains 12 kinds of home products with local characteristics and their corresponding home holiday guides. The guide contains the local characteristic song list, the cooking method of the characteristic food, the detailed steps of the characteristic dance and the characteristic movie.
The general manager of IKEA UAE Marketing Media and Interior Design said: "At present, many people can't tick their dream destinations planned this year. Through our' holiday in a box', people can easily enjoy a French candlelight dinner, drink a cup of green tea and sit on a Japanese-style futon. "
Comments: "Holiday in a box" is a good interpretation of the concept of "I'm far away without being tempted". Ikea Dubai has an insight into people's eagerness to travel and vacation after the epidemic. The box not only satisfies consumers' psychology, but also brings enough creativity. Promote your products in a brand-new way.
The features film
Case: The audience who like to watch Hollywood blockbusters must have been deeply attracted by the way the protagonists drive fast. In order to promote the safety function of its products, KIA made the promotional film into a Hollywood blockbuster.
Kia Motors has set this promo as a gangster tracking drama, and the hero drives a Kia to avoid being chased by gangs. In the process of avoiding all the way, the hero perfectly predicted the dangerous situation that might come from gang pursuers through Kia Motors' safe driving warning function.
The promo is as long as 6 minutes. Although it is a functional introduction to Kia Motors, it makes the audience enjoy it. Whether it is the thrills and excitement of the plot or the integration of product functions, the audience has forgotten that the tough advertising content has deeply entered Kia Motors.
Comments: The biggest function of the promotional film is to let consumers remember the features and functions of the product. Kia Motors made the promotional film vivid and interesting, which undoubtedly impressed consumers and achieved the role of the promotional film.