After seeing the hustle and bustle of the Q1 marketing session in 2022, we have sorted out the five major marketing hot spots worthy of special mention this season, and selected typical outstanding cases for review and analysis. I hope it can provide experience and open up ideas for marketers, and help them grasp the direction of new trends and capture new inspirations. 1. You have to work hard despite the overwhelming popularity - Winter Olympics Marketing The 2022 Beijing Winter Olympics has attracted the attention of people across the country. During the entire event, there was no low point in popularity. As long as each brand is on the line of the Winter Olympics, they can get more or less dividends, but as for how much they get, it depends on the "thoughts" of each brand. Case Study 1: Under the pressure of its "old rival" Yili as the official only dairy partner of this Winter Olympics, Mengniu is still quite difficult to get on the Winter Olympics marketing bandwagon; but Mengniu's successful "bet" ” - She signed a contract in advance with Gu Ailing, who won two gold medals and one silver medal, as the spokesperson of her own brand, and she was delighted to receive a traffic spree. But the success of "betting" cannot be everything. How to plan, operate, and stir up this pool of traffic is also critical. Judging from the popularity of the Winter Olympics marketing network in February, Mengniu's total popularity was more than double that of Yuanqi Forest, which "betted" on three Olympic champions at the same time - Gu Ailing, Su Yiming, and Xu Mengtao. Although the spokesperson is working hard, the brand cannot "lay flat". Paying attention to the spokesperson competition, sending out blessings and celebrating posters as soon as possible are just basic operations. Mengniu, which has many celebrity spokespersons, also responded to Song Qian, Yang Zi and others' posts to celebrate Gu Ailing's victory. The article included topics such as "Gu Ailing's Chinese Cow" and "Sparking Ice and Snow to Strengthen China" and "In my heart, this is the Chinese Cow." ! In the new year, let’s work with Chun Zhen” slogan, double traffic bonus all the way to increase brand popularity. Among them, the topic "Gu Ailing Chinese Cow" has reached 2.535 million discussions and 3.14 billion views. (Photo source network,) In addition, Mengniu also launched a million-dollar copywriting campaign to "ask talented people to do great things", and netizens created posters to enhance the sense of interaction. The copywriting of the event requires both the spokesperson Gu Ailing and the Mengniu spirit of "Born to Be Strong", and within 50 words, the selection committee will select 18 shortlisted works to share the one million prize. The documentary "Gu Ailing: I, 18" exclusively titled by Mengniu has pushed its brand exposure to another peak. On February 8, the day Gu Ailing won the championship, the film collected "genius girls are born to be strong" and was launched on Tencent Sports. Mengniu It received exposure to pre-credits advertising and product placement. Each episode of the documentary is about 25 minutes long and consists of four episodes. It mainly records Gu Ailing's growing up experience and multi-faceted life, attracting countless netizens to learn about the story behind the "genius girl". As of mid-April, the number of views of Tencent's single-platform documentary reached 350 million. In addition to the direct topic of "Gu Ailing, I am 18", excerpted topics from the documentary content such as "Gu Ailing eats four meals a day" and "The video Gu Ailing wants to delete most" have also been discussed many times. Become a hot search on social platforms. (Picture Source Network,) In addition to operating on brand exposure, Mengniu has also spent great efforts on consumption conversion, setting up theme scenes for membership mini-programs, launching group-buying flash sales to give away Gu Ailing gift boxes, and users participating in the "Gong Ailing Refrigerator Magnet" game. Jump-a-jump” games and more. Mengniu Duowei took advantage of the opportunity to operate, allowing it to seize the dividends of the Winter Olympics to the greatest extent. Case Study 2: Anta Anta, as the official partner of the Chinese Olympic Committee for eight consecutive years and the official partner of the Beijing 2022 Winter Olympics, not only strongly supports the Winter Olympics, but also does not show weakness in marketing. During the Winter Olympics, Anta's popularity peaked prominently and lasted for a long time. Judging from the hot words on the Internet, Anta’s marketing for the Winter Olympics has attracted the most attention among netizens, including its sponsorship of the “Chinese Team”, “Athletes” and “Competition Uniforms”, including the “Short Track Speed ??Skating” mixed team relay event. China's first gold medal allowed Anta to design its sharkskin competition jersey, which kicked off the brand's Winter Olympics fever. The first gold medal jersey has "technological" power that is 15 times stronger than steel wire and the Chinese design on it. The totem received publicity and praise from netizens; later, the photo of the golden dragon snow suit worn by Gu Ailing, the "popular king" of the Winter Olympics, when she won her first gold medal went viral, and the directly related entry became a high-search topic on social platforms. It is reported that Anta has sponsored 12 Chinese national ice and snow teams in 15 competition events this Winter Olympics, and has created award-winning uniforms for the Chinese delegation at the Beijing 2022 Winter Olympics.

The design sense and technological features of Anta's products have been stimulated by this attention, which has greatly boosted Anta's sales. According to relevant data, from February 4th to 5th, JD Sports' Anta down jacket sales increased year-on-year. 203%. Sponsorship of the Winter Olympics opens the door to brand exposure, and other aspects of the layout are naturally indispensable. Anta has created a set of sales activities in each key sales channel, including online Tmall Super Product Day, JD Big Brand Flash Sale Day, Kuaishou Super Product Day, Douyin New Day, and offline Winter Olympics-themed pop-up stores. , actively guide sales conversion on the basis of high exposure. In order to get closer to the language of Generation Z, ANTA has also kept up with the latest trend and launched the first Winter Olympics-themed digital collection - "2022 Special Commemorative Edition High-Energy Ice and Snow Digital Collection", "Beijing 2022 Winter Olympics Chinese Sports Delegation Award Wear Digital" Collection" has become another topic of discussion. (Image source network,) With the absolute popularity of the Winter Olympics, we can also see that maximizing the dividends of opportunity marketing depends on the brand's timely operation and layout. In such a fierce competition, just rely on Even if a boat sails with the wind, the destination it reaches may still be far from ideal. 2. Return to the original intention after listening - Women's Day Marketing According to an Accenture report, there are nearly 400 million female consumers aged 20-60 in China, who control up to 10 trillion yuan in consumer spending every year. The prosperous female economy has attracted many brands. However, judging from the high incidence of negative public opinion among brands in recent years, women's marketing seems to have become the hardest hit area. Whether it’s Li Dan’s x underwear brand Ubras’s “Winning in the Workplace” advertising, or Procter & Gamble’s “Foot Smell Copywriting”, the reason why women’s marketing overturns is always inseparable from the shift in perspective. To achieve a product that can truly reach women For good marketing, you must first listen to their voices. On this year's Women's Day, there is a voice that deserves the attention of brands - the return of the core meaning of Women's Day. International Women's Day is a holiday established to celebrate the important contributions and great achievements made by women in the economic, political and social fields. However, I don't know when the words "women" and "March 8" have been erased. It has a higher level of discrimination. At the same time, under the hype of capital, terms such as "Goddess' Day", "Queen's Day" and "Girl's Day" came into being. According to statistics, during the Women's Day period, "Women's Day" was directly mentioned in more than 19 million messages, "Goddess' Day" was mentioned in 17.4 million messages, and "Queen's Day" and "Girls' Day" also exceeded 2 million. These nicknames The total number of mentions has exceeded that of Women's Day's real name. In response, everyone began to call for the return of the true meaning of Women's Day and to reject the stigmatization, and many official media also spoke out. "China Women's News": Today is the "March 8th" International Women's Day. Don't come here to "touch porcelain" on Queen's Day or Goddess' Day. Let Women's Day remain true to its original intention, which is the best greeting and tribute to women. Festivals are commemorations and celebrations of purpose and spirit. All original intentions should be remembered and practiced on this day and every day before and after it. "People's Daily": Gender bias should not be a shackles in life. No need to call the goddess queens today, just hear their true voices. Pay tribute to "Her Power" and say to all women: Happy Women's Day! (Photo source network,) Case analysis: Proya's Women's Day marketing this year is still stable. It not only avoids the goddess's day and queen's day criticized by netizens, but also calls it International Women's Day; it also continues the "March 8 International Women's Day" that started in 2021 Gender is not a borderline, prejudice is” the theme of Women’s Day. At the end of February 2022, the theme activities will officially start. Proya's all-female lion dance class at Hexing Hall in Nanxing, Guangzhou, and the two male coaches who organized the all-female lion dance class *** created the theme short film "Lion Dance Girl", expressing that "strength, sweat and lions also belong to women. "Tenderness, delicacy and roses also belong to men" is the centerpiece. The short film has been viewed more than 3.88 million times on a single platform. (Picture source watermark,) Then, Proya participated in the offline theme event "Gender is not a boundary line prejudice" together with brands such as Babycare, dresscod, kidsland Kaizhile, Kuaishou, MaiaActive, Meituan Waimai, and Little Swan. , through multiple outdoor large-screen advertisements, diverse images of women and men are presented. (Picture source watermark,) Subsequently, Proya also released a special documentary "The Same Sky-How We Launch Gender Education", planned a theme desk activity with Fangsuo Xi'an store ***, and donated to ten rural primary schools. A complete set of children's themed books. Judging from the results of online public opinion analysis, this wave of marketing by Proya has achieved good results.

Netizens have a high degree of recognition of Proya’s Women’s Day promotion, and 89% of online expressions are mainly positive emotions; driven by recognition and enthusiasm, everyone reposts its blog posts one after another, and the content gains self-dissemination power, with a proportion of reposts Reached 87%. Without the help of celebrity spokespersons, it still achieved a double harvest of word-of-mouth and popularity. Proya's theme of "Gender is not the boundary line and prejudice" is carried out from a perspective that emphasizes breaking gender stereotypes. At the same time, it affirms the value of both genders and eliminates the "rigidity" that is easily seen in Women's Day marketing due to deliberately emphasizing female issues. Feeling", thus making it more passionate and infectious. It’s not just Women’s Day. The key to good marketing for women is first to respect women and not touch the bottom line; then to listen, based on women’s perspective, to create content that can trigger excitement, to establish an emotional connection with consumers, and finally to the brand. Realization of value power. As Proya said: "We believe that brands and advertising are also part of social culture. If we want to create a better world, it is not only each individual who needs to take action. Brands can also make changes through the power of advertising." own actions and changes. "3. How to take advantage of the wind - 315 Marketing This year's sauerkraut incident once again proved the lethality of 3.15, affecting many related brands, from instant noodle brands to offline catering brands. The snail noodle industry with pickled bean packets even came out with self-certification urgently. But as the saying goes, crises and opportunities always coexist. For some confident brands, March 15 has also become a good opportunity for them to fight against the wind. At this time, just rushing forward will make them feel more magnanimous. Easily gain consumer trust. One of the most common operations is to launch some themed posters, H5 or articles, and videos here, and take advantage of the situation to express determination to netizens, "We can act upright, we are not afraid of this, and everyone can trust us." (Picture source network,) Some brands are taking bigger steps and will hold some activities, where celebrities and experts will be present, or they will seek to interact with consumers, conduct inspections, free trials, etc., and take advantage of the trend to provide some preferential activities to promote the completion of transactions. On March 15 this year, the most popular one was none other than White Elephant. The phrase "If you are upright, you will not be afraid of a crooked shadow" helped it gain a lot of popularity and favor despite the headwind. Case analysis: After the White Elephant 315 party, netizens who were immersed in the shadow of pickled vegetables began to "clear mines" on a large scale. Some netizens pointed out that a media report in 2013 stated that Baixiang listed the flag vegetable industry as a key raw material supply enterprise. At 22:28 on the 15th, "White Elephant Food" replied coolly in the comments: "In a word: If you don't cooperate, eat with confidence, and you are not afraid of the shadow." Then at 23:26, "White Elephant Food" expressed it again : I have never cooperated with the flag-planting vegetable industry. Thank you for your concern. For 25 years, Baixiang has always been committed to quality. Among the crowds of clarifications and apologies, Baixiang once again became popular among the fans. With this wave of attention, the popularity broke through again and again in the later period, solidly dominating the charts for many days. Although if you look into it, you will find that White Elephant’s popularity is due to the fact that “one-third of its employees are disabled”, “the only one among the four giants of instant noodles that refuses Japanese investment”, and “the first person to donate money and materials during the heavy rain in Henan” "Conscientious Enterprise" and other enterprises' actions. However, judging from the popularity and response time of the clarification of the sauerkraut incident, we can find that Baixiang is the most active group of brands that have made clarifications, and the importance of timely public relations has been confirmed again. White Elephant's sudden explosion of popularity was both accidental and inevitable. The contingency is that when no accidental events occur and the company's social responsibility and corporate value cannot be reflected, it may be ignored by everyone; the inevitability is that in the process of continuous accumulation, the company may suddenly become popular at a certain period. And this is also the core requirement of 3·15 marketing, the brand’s insistence on having a clear conscience. 4. The season of "cherry blossoms all over the sky" - spring marketing Spring is coming, and spring marketing plans of various companies are also coming. Among all the plans, the most favorite element of the brand is probably the romantic pink cherry blossoms. Judging from the popularity of the Internet, cherry blossoms have always maintained a high popularity even in winter. After the beginning of spring on February 4, the popularity of cherry blossoms began to trend upward, and brands also took advantage of the momentum and made efforts. On February 18, Liu Yu’s promotion of L’Occitane Sakura Body Lotion received a lot of attention, and fans actively assisted in the promotion, reaching a peak; on March 18, Wang Yibo and Ele.me’s Sakura Afternoon Tea promotion once again increased the popularity. Whether it is a daily chemical brand or an online service, cherry blossoms can become their marketing element, and many food and beverage brands are even more enthusiastic about it. Case study: Chen Linong, the brand spokesperson of the food and beverage brand Yogurt, and the virtual image Xiaoyou launched a new cherry blossom flavor limited product, focusing on the concept of Sakura Planet.

Bestore has launched 14 Sakura-limited snacks, including jelly, pastries, biscuits and other categories, from food powder to packaging. Lay's chose to co-brand trendy IP, joining hands with Bubble Mart Sweet Beans to launch Sakura Shrimp flavored potato chips. Starbucks and Luckin, old enemies in the coffee industry, have also entered the game, launching two and five Sakura-limited new products respectively, covering drinks and snacks. (Source: Internet,) Compared with Luckin, Starbucks’ Sakura marketing posture is obviously more skillful. In addition to launching Sakura limited editions on food and beverages, it also launched Sakura travel storage bags and Sakura star cup peripherals. (Photo source network,) In terms of popularity comparison, Starbucks’ cherry blossom marketing will be even more popular. You must know that Starbucks’ “Cat Claw Cup” that has captured the hearts of thousands of girls is part of its 2019 Sakura Cup series. But in fact, netizens’ comments about cherry blossom-limited food and drinks are a bit “complex”. Many netizens shouted, hoping that brands can let cherry blossoms go, and said that “as beautiful as cherry blossoms are, the food made with cherry blossoms is unpalatable.” Even the media discovered this topic in the outcry. The article "Sakura Flavored Food, a Complete "Scam"" aroused recognition and became a hot search on social platforms. The single article received more than 3.46 million reads. (Source: Internet,) Although some netizens are disgusted with the taste of Sakura Food and Beverage, the attention it brings to the brand is obvious. The freshness brought by seasonal restrictions has an indescribable appeal to consumers, and it is also a good way to gain recognition. Isn’t this what McDonald’s is good at in new product marketing? Xindi with coriander, Xindi with spicy oil, Oreo-flavored meat burger, black burger with stinky tofu, and snail noodle burger, etc., are often trending on social platforms, and netizens are always complaining about them. Buy and drive together, step on thunder and be curious at the same time. (Photo source network,) With the rendering of film and television literary and artistic works, people have formed a natural romantic connection between cherry blossoms and spring, which can save the cost of brand market education and become a shortcut to attract brand traffic. But in the "sky full of cherry blossoms", it is increasingly difficult to achieve the phenomenon-level single-brand grandeur like Starbucks' cat claw cup. As the core of the cherry blossom economy, cherry blossoms are gradually becoming more symbolic, iconic, and atmospheric. This requires brands to actively inject new cultural connotations into the cherry blossom IP while consuming it to achieve new consumer appeal. . 5. The Reborn Traffic King - Koi Marketing The "Koi Marketing" of forwarding lottery draws is no longer new, but in March this year, after this game was repackaged, it became popular again. The "originator" of this set of packaging has achieved a fruitful result of 50,000 followers and one million followers, not to mention the subsequent benefits brought to him by this group of fans. Case Study 1: Rubik's Cube Selection On March 1, "Rubik's Cube Selection" released a "recruitment notice": Our company plans to recruit someone: The company can come if they want/The class will not fall in love/But the "salary" will still be paid/" "Paid vacation" for the whole year of 2022 is valid for "new colleagues" for 10 months from now to the end of the year, with a monthly salary of 5,000. By the end of the year, the salary is 50,000 per month. Although the amount is not much, the work is relatively easy. You don't have to come to the company or even report on it, but the money will still be paid every month. Your task is to receive the money on time at the end of each month. If you find it troublesome, our company can pay you the entire year of this year in one lump sum (***50,000 yuan). The only selection condition for this "new colleague" is to be selected by forwarding a blog post. The "recruitment notice" quickly attracted attention, and everyone actively retweeted and participated. The public opinion reached more than 1.3 million people that day. After the lottery was drawn, the number of retweets on the original blog was 1.82 million, and the number of fans was 2.3 million. Moreover, netizens interacted with Rubik's Cube Yanxuan in a decent manner - "Q: I can't understand, what about those two months? Don't I want to live? A: I'm sorry, we were negligent." "Q: This kind of work experience Can I write it on my resume? A: I don’t recommend it. “Q: Can I come? Is it still okay? A: It’s best not to come.” The atmosphere is lively. Looking at the essence through the phenomenon, this "recruitment notice" is actually a "koi marketing" that forwards attention to the draw of 50,000 yuan in cash. However, the copywriting cleverly hits the target of the current young people's "lying flat" and "displaying badly" "Psychology, created topicality, increased public attention and enthusiasm for participation, and contributed to this "phenomenal" marketing activity. According to observations, this Rubik's Cube Yanxuan should be a "Taobao customer" who earns promotion commissions by issuing product coupons. However, judging from the name and avatar, it seems that he is trying to "crush" NetEase Yanxuan's reputation. And the millions of fans attracted through this 50,000 "salary" will become their potential "customers".

After seeing the success of Rubik's Cube Strictly Selected, a trend of imitation quickly set off on social platforms, and many bloggers who wanted to increase followers, attract traffic, etc. began to imitate its activities. Case Analysis 2: Nishuihan is like the saying, the first one is a genius, the second is a mediocre person; when a large number of bloggers start to imitate, the effect will not be as good as the first "recruitment notice" carefully selected by the Rubik's Cube As good as that. The online game "NetEase Yimeng Jianghu" followed the same pattern and created a "Lieping" lottery to promote the launch of the gradient server - "Lieping and don't go to work, Jianghu will give you a 'paid leave'! No need to go to work, no need to move bricks, no need to work, My salary will be paid as usual and I will be as happy as ever! *** Transferred 50,000 yuan in cash to the flat fund." Even compared to the "touching porcelain" NetEase's Rubik's Cube Selection, Yimengjianghuzhengerbajing has the blessing of NetEase's "brand", but in comparison, the popularity is much inferior, but the online game Nishuihan is found in it. Got to some doorways. On March 29, Ni Shuihan posted: "Repost this social media post, and one person will be drawn to give you a real-life house (the kind with a real estate certificate). The house is located in Hegang City, the wetland capital of the motherland. The prizes can be discounted Now 50,000 yuan", and attached the promotion of his own cross-server manor. (Picture source network,) The lottery event combined many popular elements such as "Hegang", "buying a house" and "living flat", quickly attracted the attention of netizens, and the cumulative retweeted exceeded 1.03 million. Although it is still not as good as the Rubik's Cube Selection, it is as a The "latecomers" are already an extraordinary harvest. Although it is still koi marketing, game promotion, and 50,000 bonuses, the hot spots of Nishuihan activities are more packaged, so it is easier to take advantage of the situation to trigger topics and achieve the desired publicity effect. When marketing reaches its peak, it’s hard to imagine that this “low-cost” koi marketing can once again become a traffic upstart. This may also open a window for marketers. When grasping the pulse of hot spots, "old wine in new bottles" may also be a feasible way. Some of the data sources in this article come from micro-business information, and to learn more about public opinion data analysis, click to try it for free >>>Original address: