Integration of the latest classic marketing cases in 2022.

After reading all the highlights of Q 1 marketing in 22 years, we sorted out five marketing hotspots worthy of special discussion this season, and selected typical excellent cases for reanalysis, hoping to provide you with experience, open your mind, grasp the direction in the new trend and capture new inspiration. First, you have to spell "mind" under the absolute heat-Winter Olympics marketing The 2022 Beijing Winter Olympics attracted the attention of the people of the whole country. During the whole activity, there was no high temperature and no low tide. As long as all brands are on the line of the Winter Olympics, they can get bonuses more or less. As for how much they get, it depends on the "mind" of each brand. Case 1: Under the pressure of its "old rival" Yili as the official sole dairy partner of this Winter Olympics, it is quite difficult for Mengniu to market this car at the Winter Olympics; And Mengniu's success "bet"-Gu Ailing, who won two gold and one silver in advance, as the spokesperson of her own brand, made her happy to mention the traffic spree. However, the success of "gambling" cannot be all. How to plan, operate and stir the flow of this pool is also crucial. Judging from the popularity of the marketing network of the Winter Olympics in February, the total popularity of Mengniu is more than twice as high as that of the forest where three Olympic champions, Gu Ailing, Su and Xu, simultaneously "bet". The spokesperson is working hard, and the brand can't "lie flat". Paying attention to spokesperson activities, sending blessings at the first time and sending celebration posters are just basic operations. With the support of many celebrity spokespersons, Mengniu also sent messages to Victoria Song, Andy and others to celebrate Gu Ailing's championship. Gu Ailing China Cattle, Burning Ice and Snow Makes China Stronger, In my heart, this is China Cattle! In the new year, let's be with Chunzhen ",and the double traffic bonus has pushed up the brand awareness all the way. Among them, the topic of "Gu Ailing China Cattle" reached 2.535 million discussions, with 365.438+400 million readings. In addition, Mengniu also launched a million solicitation activities of "inviting cattle people to do cattle things", and netizens made posters to enhance the sense of interaction. The activity copy requires both Gu Ailing, the spokesperson, and the Mengniu spirit of "being born strong". Within 50 words, the finalist of 18 will be selected and the million prizes will be divided. Mengniu's exclusive documentary "Gu Ailing: Me, 18" pushed its brand exposure to another peak. On February 8, the day Gu Ailing won the championship, the film collection "Genius Girl Born Strong" was launched in Tencent Sports, in which Mengniu was exposed by the opening advertisement and product implantation. Each episode of the documentary is about 25 minutes long and consists of four episodes. It mainly recorded Gu Ailing's growing experience and multifaceted life, which attracted countless netizens to understand the story behind the "talented woman". As of mid-April, Tencent's single-platform documentary has reached 350 million. In addition to the direct topic of "Gu Ailing, I am 18", topics such as "Gu Ailing eats four meals a day" and "The video that Gu Ailing most wants to delete" are also frequently searched on social platforms. (Tuyuan. com) In addition to the brand exposure operation, Mengniu has also spent a lot of effort on consumption transformation, set up a theme scene of member applets, launched a team battle to kill Gu Ailing's gift box, and users played a "jumping" game of drawing Gu Ailing's refrigerator. Mengniu's multi-dimensional operation has enabled it to seize the bonus of the Winter Olympics to the greatest extent. Case study 2: As the official partner of the 8th consecutive Chinese Olympic Committee and the official partner of Beijing 2022 Winter Olympics, Anta not only strongly supports the Winter Olympics, but also shows no weakness in marketing. During the Winter Olympics, the related heat peak obtained by Anta was prominent and lasted for a long time. According to online hot words, in the marketing of this Winter Olympics in Anta, netizens are most concerned about its sponsorship of "China team", "athletes" and "competition clothes". China won the first gold medal in the "short track speed skating" mixed team relay race, which made Anta stand out with the shark skin competition suit designed by Anta, and opened the climax of the brand's Winter Olympics. The first gold shirt is stronger than steel wire 15 times. Later, when Gu Ailing, the "popular king" of the Winter Olympics, won her first gold medal, the photos of Jinlong Xuefu were even circulated wildly, and the directly related entries were posted on social platforms. It is reported that Anta sponsored 12 China Ice and Snow National Team in the five major events of this Winter Olympics, and created the award-winning clothing of the China delegation for the Beijing 2022 Winter Olympics. This concern has promoted the design sense and technological characteristics of Anta products and greatly promoted the sales of Anta. According to relevant data, the turnover of JD.COM Sports Anta Down Jacket increased by 203% from February 4th to 5th. With the sponsorship of the Winter Olympics to open the door to brand exposure, other links are naturally indispensable. Anta has created a set of sales activities in all key sales channels, such as online Tmall Super Brand Day, JD.COM Big Brand Flash Shopping Day, Aauto Faster Super Brand Day, Tik Tok Shangxin Day, offline Winter Olympics theme pop-up shop, etc., and actively guided sales transformation on the basis of high exposure. In order to be close to the Z-generation language, Anta also followed the latest trend and launched the first digital collection with the theme of the Winter Olympics-"Digital Collection of Special Commemorative Edition of High Energy Ice and Snow in 2022" and "Digital Collection of China Sports Delegation Winning the 2022 Winter Olympics in Beijing", which became another topic. Under the absolute heat of the Winter Olympics, we can also see that it depends on the operation and layout of the brand if we want to maximize the dividend of the marketing. In such fierce competition, even if it goes smoothly, there may still be a gap from the ideal. Second, the return of the original intention-Women's Day Marketing According to the Accenture report, there are nearly 400 million female consumers aged 20-60 in China, and their annual consumption expenditure is as high as 10 trillion RMB. Her prosperous economy has attracted many brands, but judging from the high and negative public opinion of brands in recent years, female marketing seems to have become the hardest hit. Whether it is Li Birthday X underwear brand Ubras's advertisement of "lying to win the workplace" or Procter & Gamble's "foot-smelly copy", the reason for women's marketing rollover is always inseparable from the deviation of perspective. To achieve good marketing that can really reach women, we must first listen to their voices. This year's Women's Day, there is a voice worthy of brand attention-the return of the core meaning of Women's Day. March 8th International Women's Day is a festival to celebrate women's great contributions and achievements in the economic, political and social fields. However, I don't know when the words "woman" and "March 8" seem to be smeared with a layer of discrimination. At the same time, under the hype of capital, words such as "Goddess's Day", "Queen's Day" and "Girls' Day" came into being. According to statistics, during Women's Day, there were more than 6.5438+0.9 million direct quotations of Women's Day, 6.5438+0.74 million quotations of Goddess Day, and more than 2 million quotations of Queen's Day and Girls' Day, all of which were higher than the real names of Women's Day. In this regard, everyone began to call for a return to the original intention of Women's Day and refused stigma. Many official media also voiced their voices. China Women's Daily: Today is March 8th International Women's Day. Don't touch porcelain on Queen's Day and Goddess' Day. Keeping Women's Day in mind is the best greeting and tribute to women. Festivals are a commemoration and a promotion of goals and spirits. All initial intentions should be remembered and practiced on this day and every day before and after this day. People's Daily: Gender prejudice should not be a shackle of life. There is no need to call the goddess queen today, just need to hear their real voices. Pay tribute to "her strength" and say to all women: Happy Women's Day! Case study: Polaiya's marketing of Women's Day this year is still steady, not only resisting the Goddess Day and Queen's Day criticized by netizens, but also directly calling it March 8 International Women's Day; It also continued the theme of Women's Day, "Gender is not marginal prejudice", which started in 20021. At the end of February 2022, the theme activity was officially opened. Proya Guangzhou Nanxing Hexingtang all-female lion dance class and two male coaches who set up all-female lion dance class * * * created a theme short film "Lion Dance Girl", expressing the center that "strength, sweat, lions also belong to women, tenderness, delicacy and roses also belong to men". The single platform broadcast volume of the short film exceeded 3.88 million. (Source watermark) Subsequently, Polaiya joined hands with brands such as Babycare, dresscod, kidsland Kaizhile, Aauto Quicker, MaiaActive, Meituan Takeaway, Little Swan, etc. to participate in the offline theme activity of "Gender is not a border prejudice", and presented diversified images of women and men through a number of outdoor large-screen advertisements. (Image source: Watermark) Subsequently, Polaiya also released a special documentary entitled "One Sky-How to Conduct Gender Education", planned a theme desk activity with Fang Xi 'an Store, and donated a complete set of children's theme books to ten rural primary schools. From the analysis of network public opinion, Polaiya has achieved good results in this wave of marketing. Netizens have a high degree of recognition of Polaiya Women's Day propaganda, with positive emotions accounting for 89% of online expressions; Driven by recognition and bad singing, people have forwarded their own blog posts, and the content has been self-disseminated, accounting for 87% of the forwarding volume. Without the help of celebrity spokesmen, it still achieved a double harvest of word of mouth and popularity. The theme of Polaiya's "Gender is not marginal prejudice" is launched from the perspective of breaking gender stereotypes. While affirming gender value, it deliberately emphasizes women's issues and dispels the "rigidity" that is easy to appear in Women's Day marketing, thus making it more emotional and infectious. Not just Women's Day, the key to doing a good job in women's marketing is to respect women first and not touch the bottom line; Then listen, based on the female perspective, create content that can trigger * * *, establish emotional connection with consumers, and finally rise to the realization of brand value. As Polaiya said, "We believe that brands and advertisements are also part of social culture. To create a better world, not only everyone needs to act, but also brands can make their own actions and changes through the power of advertising. "Third, how to compete against the wind-315 marketing This year's sauerkraut incident once again proved the lethality of 3. 15, which affected many related brands, from instant noodle brands to offline catering brands, even the snail powder industry that originally needed sour beans was in urgent need of certification. But as the saying goes, crisis and opportunity always coexist. For some confident brands, 3. 15 has also become a good opportunity for them to fight against the wind. At this time, they just rushed forward, which made them more open-minded and easier to gain the trust of consumers. One of the most routine operations is to launch some themed posters, H5 or articles and videos here to express their determination to netizens, "We don't care about this, you can trust us". (Tuyuan. com) Other brands are more active, and they will hold some activities, or big coffee and experts will sit in the town, or they will seek to interact with consumers, and everyone will visit for free, thus providing some preferential activities and promoting the transaction. In March this year 15, the hottest thing was the white elephant. The phrase "a straight body is not afraid of a crooked shadow" helped it brush out a great wave of heat and goodwill against the wind. Case study: After the White Elephant 3 15 party, netizens immersed in the shadow of sauerkraut began to "mine" on a large scale. Some netizens pointed out that in a media report on 20 13, Baixiang listed flag-cutting vegetable industry as a key enterprise for raw material supply. At 22:28 on June 5438+05, "White Elephant Food" replied smartly in the comments: "In a word: don't cooperate, rest assured, not afraid of the shadow. "Then at 23:26," White Elephant Food "voiced again, saying that it had never cooperated with flag-cutting vegetable industry. Thank you for your attention. Adhere to quality for 25 years, and the white elephant is consistent. In the army of clarification and apology, the heat of white elephants soared again. With this wave of attention, the heat broke through again and again in the later period and remained dominant for many days. Although if we explore, we will find that the popularity of the white elephant is naturally due to its "one-third employees are disabled", "the only one of the four giants of instant noodles refused to buy shares from Japan" and "a conscientious enterprise that donated money and materials in the first place in Henan rainstorm". However, judging from the heat and reaction time of clarification of sauerkraut incident, we can find that White Elephant is the most active brand group to clarify, and the importance of timeliness of public relations has been confirmed again. It is accidental and inevitable that the white elephant suddenly caught fire. Chance is that when there is no accident, it cannot reflect the sense of social responsibility and enterprise value of the enterprise, which may be ignored by everyone; The inevitability lies in the fact that enterprises may suddenly become popular in a certain period in the process of continuous accumulation. This is the core requirement of 3. 15 marketing, and the brand insists on a clear conscience. Fourth, the season of "cherry blossoms all over the sky"-spring marketing Spring has come, and various spring marketing programs have also come. In these plans, the brand's favorite element may be romantic pink cherry blossoms. Judging from the popularity of the internet, even in winter, cherry blossoms have maintained a high popularity. After beginning of spring on February 4th, the popularity of cherry blossoms began to rise, and brands followed suit. On February 18, Liu Yu got a lot of attention for the promotion of L 'Occitane cherry body lotion, and fans actively assisted in the promotion, forming a peak; On March 18, Yibo and Hungry Cherry Blossom 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 elements, and a number of food and beverage brands are even more enthusiastic. Case study: Chen Linong, the spokesperson of the catering brand yogurt, and Xiaoyou, the virtual image, launched a new product with limited cherry blossom flavor, focusing on the concept of cherry blossom planet. Liangpin Shop has launched 14 cherry blossom limited snacks, including jelly, cakes, biscuits and other categories, from food powder to packaging. Xerox chose to join IP and join hands with POP MART sweet beans to launch cherry shrimp-flavored potato chips. Starbucks and Ruixing, the "old enemies" of coffee, also entered the game, launching two and five limited-edition new cherry blossom products respectively, covering drinks and snacks. Compared with Ruixing, Starbucks' cherry blossom marketing posture is obviously more skillful. In addition to the restrictions on food and drink imposed by cherry blossoms, we also introduced a cherry blossom travel storage bag and a surrounding cherry blossom star cup. (Image source network,) From the perspective of heat comparison, Starbucks' cherry blossom marketing will be more popular. You know, the "cat claw cup" that Starbucks once captured the hearts of thousands of girls is its 20 19 cherry blossom cup series. But in fact, netizens' comments on the limited consumption of cherry blossoms are somewhat "complicated". Many netizens shouted, hoping that the brand can let the cherry blossoms go, and said that "the cherry blossoms are beautiful, and the dishes cooked by cherry blossoms are terrible." Some media even found this topic in their voices. The article "Sakura-flavored food, an out-and-out" scam "attracted recognition and boarded the social platform for hot search. A single article has received more than 3.46 million readings. Although some netizens have expressed disgust at the taste of cherry blossoms, the attention it brings to the brand is obvious. The freshness brought by seasonal purchase restriction has an indescribable appeal to consumers, and it is also a good way to advance. Isn't this the new product marketing that McDonald's is good at? A new place with coriander, a new place with spicy oil, an Oreo meat burger, a black delicious burger with stinky tofu, a burger with snail powder and so on. It can often be found on social platforms, and netizens are always paying for it. Treading on thunder and curiosity are parallel. (Image source network,) Under the rendering of film and television literary 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 brand drainage. However, in the "cherry blossoms all over the sky", it is increasingly difficult to realize the phenomenal single-brand grand occasion of Starbucks Cat Claw Cup. As the core of the cherry blossom economy, cherry blossoms are gradually symbolized, imaged and exposed, which requires brands to actively inject new cultural connotations into the cherry blossom IP while consuming its value and new consumption demands. Five, thoroughly remoulded traffic king-koi fish marketing forwarding lottery "koi fish marketing" is nothing new, but in March this year, after the game was changed, it became popular again. The pioneer of this package has achieved fruitful results of 50,000 yuan, not to mention the follow-up benefits brought by these fans. Case 1: yea tion of Rubik's Cube1In March, Yeation of Rubik's Cube released a "recruitment notice": our company plans to recruit a "new colleague", who will come when the company wants to/can't fall in love with work/will be paid as usual/will take paid leave for the whole year of 2022, valid from now until the end of the year * * * 12. You don't even have to report whether you want to come, but every month, Qian Qian pays the bill, and your task is to make Qian Qian on time at the end of each month. If it is too much trouble, our company can pay the whole year's money in one lump sum (* * * 50,000 yuan). The only selection condition for this "new colleague" is that the forwarded blog post is drawn. The "recruitment notice" quickly attracted attention, and everyone actively forwarded their participation. On that day, the sensation heat exceeded 6.5438+0.3 million; After the lucky draw, the original blog forwarded 6.5438+0.82 million, and the number of fans was calculated as 2.3 million. Moreover, netizens also interacted with the Rubik's Cube YEATION with dignity-"Q: I don't understand, what about those two months? I don't want to live? I'm sorry we ignored it. Q: Can this kind of work experience be written on your resume? A: Not very recommended. Q: Can I do that? Can you still love? You had better not come. "The atmosphere is very lively. Looking at the essence through the phenomenon, this "recruitment notice" is actually a "koi fish marketing" that forwards concerns and draws 50,000 yuan in cash. However, due to the originality of the copywriting, the young people's psychology of "lying flat" and "lying rotten" was created, the public's attention and enthusiasm for participation were enhanced, and this "phenomenal" marketing activity was promoted. According to observation, this Rubik's Cube YEATION should be a "taobao guest" who earns promotion commission by issuing commodity coupons, but judging from the name and avatar, it seems to be a bit "rubbing" the reputation of Netease YEATION. And millions of fans who have been drained through this 50,000 "salary" will become their potential "customers". After seeing the success of the Rubik's Cube YEATION, a wave of imitation quickly set off on the social platform, and many bloggers who need to add powder and drainage began to imitate. Case study 2: sailing against the current is like the saying goes, one thing, the first is genius, the second is mediocrity; When a large number of bloggers start to imitate, the effect will not be as good as the first "recruitment notice" in YEATION's Rubik's Cube. In order to promote the opening of gradient clothing, the online game "Netease Dream Jianghu" created a "Lieping" lottery-"Lieping doesn't go to work, Jianghu gives you' paid leave'! No need to go to work, move bricks, work, pay as usual, and be as happy as ever! * * * Transfer 50,000 cash equalization funds ". Even compared with YEATION's Rubik's Cube, in YEATION, Netease, the serious dream of rivers and lakes has the blessing of Netease's "brand", but in comparison, the heat is much less, but online games have found some doorways in it. On March 29th, Shui Han released a message: "Forward this social media, and draw one person to give you a real house (the kind with real estate license). The house is located in Hegang, the capital of the motherland's wetlands, and the prize can be discounted by 50,000 ",and the publicity of its own cross-service manor is attached. (Eupolyphaga. Com), which combines Hegang, buying a house, lying flat and other popular elements, quickly attracted the attention of netizens, and has now accumulated more than 1.03 million. Although it is still not as good as YEATION in the Rubik's Cube, it is an extraordinary gain as a latecomer. Although it is also a 50,000 bonus for marketing and game promotion in koi fish, there are more hot spots for anti-cold activities, which makes it easier to take advantage of the situation to trigger topics and achieve ideal publicity results. It is hard to imagine that this kind of "low price" koi fish marketing can once again become a traffic upstart when the marketing volume is not good. 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 data sources in this article understand the situation in Wechat business and learn more about public opinion data analysis. Click Free Experience >>& gt Original address: