Weekly TOP case selection｜How do brands create popular cases through fancy marketing?

Editor UNA

From brand crossover to competing product alliances, from UP main marketing to the rise of virtual star IP, in terms of marketing, advertisers have been pursuing the best ideas, and the pace has changed from Never stopped.

"McDonald's started collecting waste" "Wuling drove the car into the game" "abC let the book speak its mind"... With the emergence of fancy marketing one after another, a series of marketing campaigns have been created. Carnival scene.

Summary of core ideas:

1. Combining the brand with the young market to create a distinctive brand IP

2. In the Internet era, accelerate the development of fresh concepts Output, keep up with the times, and seize hot spots

3. Associate advertising creativity with the brand, influence user experience, and promote the sales of the final product

> >>> McDonald's has begun collecting waste

Restaurants are the core of McDonald's business. For existing restaurants, McDonald's China has been trying to optimize operational efficiency and promote energy conservation and emission reduction. Recently, McDonald's China announced that it will use its "green growth engine" to focus on green restaurants, green supply chains, green packaging and green recycling to promote continuous and rapid business development.

Under the "Green Growth Engine" strategy, McDonald's China's 800th LEED certified green restaurant and the 4,000th restaurant in mainland China also recently opened in Wenzhou. This restaurant is also the first to use more energy-saving and comfortable lighting. systems, recycled furniture and other green innovative applications.

At the same time, McDonald's China also officially launched the "Reshape Good Things" plan, which aims to redesign waste plastic products, give them a second "life", and shape them into items needed by restaurants and consumers to help Realize circular economy. The reimagined goodies series includes "Baby Chair", "Silly Elephant", "Happy Flower Pot", etc.

McDonald's China launched the "Reshape Good Food" campaign this time, using a cute and childlike delivery method to drive upstream and downstream suppliers to promote energy conservation and emission reduction through the influence of the brand itself, and let more Consumers understand and participate in green initiatives.

>>>> Alibaba creates “canned stories”

What have you been cured by?

Recently, Mao Buyi released a new song "Traveler's Talk", which tells the healing story of laughter and tears behind a cat.

It is reported that this song comes from the "Story Can" jointly created by Alibaba Charity, IT Fund, and Amity Foundation. You can enter this section by searching "I want to hear stories" on Taobao , this is a new innovative form between Alibaba and a number of public welfare organizations.

The "Story Can" program connects public welfare organizations, celebrities and consumers, inviting celebrities such as Chen He, Wan Qian, and Wang Kai to dub public welfare animations, telling a story from time to time to raise a social issue. Consumers are called upon to make charitable donations by purchasing products to help disadvantaged groups and endangered species.

This time, Alibaba created the "Story Canned" activity to connect public welfare organizations, artists and Internet consumers, telling more public welfare stories in the form of "canned", not only making public welfare more The trend is getting hotter and more people are actively participating.

>>>> Meituan transforms into a "little helper for a better life"

Times are constantly iterating, and brand strategies also need to keep pace with the times.

Recently, Meituan released a warm short video to convey the message of brand upgrade: from the selling point of "saving money on everything", it has moved towards a new positioning of "little helper for a better life". In the display At the same time, the brand's warmth also demonstrates the brand's social value and responsibility.

In addition, Meituan collaborates online and offline to simultaneously expand the voice of brand upgrades. So far, the Weibo topic about #好生活小helper has been read more than 1.24 billion times and discussed more than 120,000 times. It is worth mentioning that in addition to releasing heart-warming short films online, Meituan also released a set of brand posters to tie its business to various scenes.

This time, Meituan used warm short films to talk to users from an emotional level, shortening the distance between everyone and Meituan, touching public emotions, and conveying the new brand image.

>>>> Xiaohongshu held the Acquaintance Festival in the air-raid shelter

Recently, Xiaohongshu held the first "Community Acquaintance Festival" offline, which was an online community and For the real linkage of offline communities, Xiaohongshu conducted 120 hours of content experiments in an 1,100-square-meter underground air-raid shelter.

It is reported that the event includes two parts: limited-time activities and all-day activities. Hundreds of treasure authors were invited to create 33 small creative spaces to interact and share with the public audience present. In addition, Xiaohongshu creators will demonstrate on-site how to make summer delicacies, shoot an attractive VLOG, have the correct fitness method, overcome obstacles in the workplace, etc., so that users can become familiar with it.

It is worth mentioning that the "Community Acquaintance Festival" event organized by Xiaohongshu has "moved" the online community into a real and warm residential community, stimulating communication between people. communication and connection, while also showing the diversity of its own content categories to the outside world.

>>>> Wuling drives its car into the game

Previously, Wuling Motors teamed up with the new retail platform Hema to create a cross-border "Snail Rice Dumplings" that continued to hit the screen . Recently, Wuling has become addicted to playing cross-border games and wants to show off its skills in the "e-sports circle".

It is reported that the national mobile game "Ace Racing" jointly produced by Wuling Hongguang MINIEV and NetEase Games will be launched soon. The appearance of Hongguang MINIEV has been carefully restored in the game. Players can drive Hongguang MINIEV drift racing and enjoy the game of joy. At the same time, the promotional video also uses a staggered presentation of reality and games to show the speed and passion of games, allowing consumers to see a different Hongguang MINIEV.

It is worth mentioning that since the launch of Wuling Hongguang MINIEV, with its ultra-low price and cute body, it has become the harvester of countless trendy "boys and girls". Coupled with a series of electric vehicle subsidies, it has made It quickly received a large number of market orders.

>>>> Flying Pig created a "sea" in the desert

After the phenomenal variety show "Summer of the Band" came out of the circle, music festivals began to become popular among young people. A cultural symbol. Recently, Fliggy announced that it will "build a sea" in the desert of Shapotou, Zhongwei, Ningxia to create a "Great Northwest Wonderful Travel Festival". During the Wonderful Travel Festival, Fliggy Travel will hold the "Desert Hertz Music Festival" at the Shapotou tourist attraction in Zhongwei, Ningxia, to open the holiday with music.

It is reported that this "Great Northwest Wonderful Travel Festival" is the first stop of Fliggy's new travel brand "Fliggy Wonderful Travel Festival". Because its style and layout are based on the theme of "sea", it is called "Desert Sea Making".

It is worth mentioning that this is the first musical wild luxury camp in China, which combines northwest travel and young people’s favorite experiences such as installation art, starry sky stage, tent food, wild luxury camping, and national fashion markets. blend together. In this event, Fliggy not only added enthusiasm to the digitalization of the cultural tourism industry in the Northwest, but also conveyed a life attitude of "bold imagination, bold departure, and going to strange places to explore the unknown."

>>>> abC Art Book Fair allows books to speak their "heartfelt words"

abC is an organization and platform focusing on art publishing, dedicated to promoting books and independent works by local Chinese artists. Publications are held in Beijing and Shanghai every year, and a promotional video will also be released.

This year's abC Art Book Fair is curated with the theme of "Diverse Streets", using more diversified topics and rich exhibition formats to show the diversity of art and design publications. And launched a new promotional video "Book of Warnings".

The short film uses three "wise words" to urge you to read more and buy books: "There are more and more people suffering from insomnia because there are fewer and fewer people reading." I love books so much" and "When I die, I can take books with me, but my mobile phone cannot." Not only is the style of painting interesting, but it also touches on the "truth" about reading, as if the book speaks from the heart.

>>>> Xixiaocha’s refreshing “Cooling and Relieving Summer Single”

Speaking of summer, sweet watermelon is naturally indispensable.

Recently, Heytea's tea brand Heyxiaocha released the brainwashing song "The Song of Heytea" and brought magical animations. Through three small scenes of collecting melons, selling melons and drinking tea, Gradually lead to the long summer with unbearable heat.

Through this single, Xixiaocha launched a new summer refreshing drink "Taoxi Melon Ball" to create a refreshing summer atmosphere.

It is worth mentioning that after Mixue Bingcheng’s magical MV brainwashed the screen, tea drink brands seem to have fallen into "involution", and they all want to create the next hit through video marketing. This time, Xixiaocha realized that many places are experiencing hot weather, and quickly captured consumers with topical content and brainwashing MVs, and also deepened fans' understanding of the brand.

>>>> The king created a goddess for Baiheliang

The white crane circled the beam and left a mark, and the stone fish emerging from the water heralded a good harvest.

Recently, the cross-border cultural innovation skin - "Da Qiao Baiheliang Goddess" jointly created with Chongqing China Three Gorges Museum and Chongqing Baiheliang was officially launched in the game.

This skin depicts the image of a goddess who gently protects people. It uses the black and white color of calligraphy stone carvings as the main color, supplemented by Baiheliang's iconic grass green. As a goddess transformed from the Pisces stone carvings that record the water level during the dry season, the skin also uses many designs related to the shape of stone fish, hydrological records, and prayers for good harvests in the jewelry details and weapon design.

On the same day, King of Glory also launched peripheral figures with the same skin, and placed the figure of the goddess on many urban spaces in Chongqing at night, as a preview of the subsequent "Da Qiao Takes You to Chongqing" cultural tourism season Hot publicity.

Through this cross-border cooperation with the Baiheliang Underwater Museum, "Honor of Kings" has brought many traditional cultural treasures that are not well-known to the public into the eyes of more players, and integrated Oriental elements into the game. Culture, in a subtle way, conveys the spiritual core of traditional culture to players.

>>>> Crying Center turns the backs of passersby into Tee

Recently, the national fashion brand CryingCenter has spent a lot of effort on shadows, enlarging and blurring the backs. Finally, it is printed on short-sleeved T-shirts, bringing a new "back view" series.

It is reported that these back figures come from every "encounter" of the designer Ali, different back figures she encountered on a path that she has passed repeatedly for three years. Sometimes it’s a completely new figure, and sometimes we meet the same figure, familiar yet unfamiliar. Because of the beauty of random fate, their backs were made into TEE.

The designer hopes that next time he can wear a back-image t-shirt and meet the owners of those back-images again, he also hopes to bring this beautiful random fate to consumers.

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Conclusion:

The case sharing ends here. The cases shared above are just the tip of the iceberg of Zhongcan. In the era of marketing, whoever can tell the brand story well and promote the brand well will be able to occupy the focus of users.