12 major events in PR and marketing in 2017, and 7 new trends predicted for 2018

Public relations marketing can be regarded as a barometer of social trends and people’s emotions. In 2017, the public relations, advertising and marketing circles can be described as: internationally, “I want sexual happiness”, while domestically, “I want to flood the screen with messages”.

▌International: In March, the “Fearless Girls” on Wall Street launched gender PR, and at the end of the year, Hollywood and Silicon Valley opened the Ponderosa box of unspoken rules of sexual harassment “ME too Silence Breakers”.

Time Magazine selects its 2017 Person of the Year

-About "Sex" "ME too Silence Breaker"

▌Domestic: In the first half of the year, negative energy spread everywhere due to the overturned bottle of pessimistic marketing , while in the second half of the year, warm marketing was dazzling; looking at the whole year, NetEase's "Music Review Train" led the subway marketing trend for the whole year and created its own masterpieces every month; big companies such as BAT + J also had to "fight and argue" while delivering brilliant works; the 19th National Congress of the Communist Party of China opened a new chapter in national public relations; kindergartens, population, heating and other major livelihood issues have given us more thoughts on "returning to the horizon" at the end of this year.

【Case Name】

Alipay: "Collect five blessings and share 200 million"

【Case Brief】

Perhaps you seem to have recently smelled the smoke of the "mutual attacks" between Alibaba ( Jack Ma ) and JD.com ( Liu Qiangdong ), as well as the "mutual annoyance" among the editors within Alipay; but think back to January 2017, you were busy collecting blessings and exchanging blessings, and were looking forward to sharing 200 million with tears in your eyes.

【Case Comments】

In recent years, Alipay red envelopes , WeChat red envelopes and the Spring Festival Gala have become the “three major items” that are essential for the Chinese New Year every year. The success of red envelope marketing lies largely in its binding to the universal super IP of "Spring Festival + red envelopes". What new tricks will the various red envelopes use to seduce you during the 2018 Spring Festival?

Keywords for February 2017: Love Marketing

【Case Name】

2.14 Valentine's Day Baidu "Little Note"

【Case Brief】

In addition to the tourism industry crisis public opinion caused by the "Lijiang female tourist being beaten" incident in February, Valentine's Day on February 14 was undoubtedly the first shot for major brands to launch a successful promotion for the year. Unexpectedly, Baidu stood out with its differentiated creative H5 "Little Note" (the little notes we secretly passed around in those years + powerful and rich image AI recognition technology) .

【Case Comments】

It is said that Robin Li also read the article written by 007, "Unexpectedly, Baidu "Stole the Show" in the Valentine's Day Marketing War", and the project team sent a report to the entire group for study. This can be said to be an unexpected double victory of "external public relations + internal public relations". What is more worth mentioning is that compared with the various negative things Baidu encountered in previous years, Baidu seemed to have good luck in 2017 since the small note. It produced a lot of good works this year and was almost "insulated" from big troubles.

Keywords for March 2017: Gender PR

【Case Name】

Wall Street "Fearless Girl"

【Case Brief】

On the day before the 2017 International Women's Day, a new bronze statue named "Fearless Girl" quietly stood opposite the landmark bronze bull statue on Wall Street. The girl stands with her hands on her hips and her head held high, facing the bronze bull. On the sign under her feet is engraved a line of words : "Understand the leadership power of women/She is changing the world." (Know the power of women in leadership . She makes a difference.)

【Case Comments】

This statue of a little girl less than 1.3 meters tall launched by an American investment management company is of special significance in Wall Street, which is dominated by men (men account for 82%) . Tham Khai Meng, global CCO of Ogilvy and one of the Titanium Lion judges, commented: Fearless Girl is a work that is both timely and timeless . The Titanium Lion selection also requires that the entries must break boundaries and achieve new breakthroughs in the process of brand communication, and be able to arouse the "jealousy" of others, becoming a benchmark for the industry's new direction and direction of progress.

Keywords for April 2017: “Mourning” Marketing

【Case Name】

Various "sad marketing"

【Case Brief】

"Sad marketing" became popular this month and spread quickly. Various sad self-media , sad copywriting , sad advertisements, sad products... the aftermath of this sad marketing will continue to spread until the end of the year (for example: posting on Weibo and Moments how many friends follow Mimi Meng to tell you how much of a failure you are) . In fact, this kind of sad marketing originated from the "Adults' Dark Quotes" collection marketing campaign held by the Japanese UCG coffee brand in Taiwan in 2016.

【Case Comments】

When we are tired of hearing "positive energy", complaining about stress and worries and venting negative emotions, it naturally hits the "negative energy" pain points of most people and finds an outlet for us to vent. It is expected that in 2018, with the pressure, uncertainty and complexity of various external environments, I believe that mourning marketing will still have a huge market.

Keywords for May 2017: long-form marketing

【Case Name】

Pechoin's one-shot long-form advertisement "1931"

【Case Brief】

In recent years, with the rise of "new domestic products", Pechoin has also made many new attempts in public relations and marketing, until the one-shot magical advertisement "1931" launched on Mother's Day completely triggered a great debate on planning creativity and sales conversion . This topic not only caused a great shock in the brand public relations, advertising and marketing circles, but also attracted hundreds of media such as 36Kr , Huxiu, and Economic Daily to participate in the controversy.

【Case Comments】

007 once wrote an article titled "Crying! "Pechoin's 30 million+ reading conversion rate is less than 0.00008". The greatest contribution and significance of this case is: as "Golden Flag Award Chairman Yin Xiaodong" said, " The controversy about conversion rate is a good thing for the development of the entire industry. It allows us to calm down and think about and sort out the meaning and value of each communication behavior. "

Keyword of June 2017: Value Marketing

【Case Name】

SK-II "Life without Limits"

【Case Brief】

In June, the college entrance examination season, in addition to the popularity of showing off college entrance examination certificates and Minions , the most eye-catching thing is that SK-II launched the third wave of its largest brand campaign to date #Change destiny# - a new short film "Life Without Limits", conveying the message that Thirty is new twenty. Since 2015, SK-II has invited the first Asian lead dancer, Misa Kuranaga, to shoot a theme short film to interpret the spiritual connotation advocated by this brand activity: perseverance and hard work; in 2016, SK-II released the documentary short film "She Finally Went to the Blind Date Corner", focusing on the marriage and emotional pressures faced by Chinese women, which triggered widespread thinking in society about the issue of "leftover women".

【Case Comments】

Value-based marketing is becoming a new marketing trend for major brands . What is worth our consideration and reference is: the precise insight and trend forecast of international brands, the systematic and complete marketing strategy; centering on the main brand slogan, they innovate from different dimensions, continue to penetrate, and thoroughly penetrate; making brand communication go beyond the meaning of publicity itself and become a trend of thought with social influence.

Keywords for July 2017: Public relations

【Case Name】

King of Glory "Public Opinion Storm"

【Case Brief】

In July, the People's Daily launched the " Put on Military Uniforms " marketing campaign to celebrate the 90th anniversary of the founding of the Chinese People's Liberation Army, which went viral on WeChat Moments; Didi 's series of WeChat articles "This article has 0 text" showed people the possibility of article innovation. In terms of public opinion, in addition to the Meituan halal incident, the "Honor of Kings" that has aroused widespread public controversy has been voiced by many media outlets, including official media, for many consecutive days. This has not only pushed the gaming industry represented by Honor of Kings to the forefront, but also brought huge commercial and public opinion pressure to Tencent.

【Case Comments】

The public opinion storm surrounding Honor of Kings can be regarded as a classic case of public relations in recent years following the "3Q War". How did public opinion ferment? What is the transmission trajectory behind it? Is there an invisible third hand giving us a boost? Faced with an overwhelming public opinion crisis, how did Tencent defend and attack at the same time and turn danger into safety? 007 once compiled and edited a ten-thousand-word article titled "The 'King' of the Public Relations World versus the 'King' of the Gaming World? A Complete Analysis of the Battle Situation ." I believe that this is a timeless reference textbook for any public relations and marketing practitioner in conducting "offensive and defensive public relations."

Keywords for August 2017: Film and TV Marketing

【Case Name】

No. 55 in the global box office rankings: Wolf Warrior 2

【Case Brief】

This year's main theme TV series " In the Name of People " and the movie "Wolf Warrior 2" not only dominated the domestic screen, but also crossed the ocean and attracted the attention of foreigners. "Wolf Warrior 2" became a huge hit thanks to multiple factors including the August 1st Army Day and the harassment by Indians on the Sino-Indian border. It eventually set several new records in the Chinese box office with a box office of 5.68 billion yuan, and became the first Chinese film to be ranked 55th on the global box office list.

【Case Comments】

Faced with numerous difficulties such as many stars refusing to act, financial difficulties, and the risk of injuries, what were the most critical "right time, right place, and right people" that made the almost aborted "Wolf Warrior 2" finally create a miracle? For example, the BBC comment "Whoever offends China will be punished, no matter how far away they are" ignited the Chinese people's national spirit and patriotic feelings, and it was very inspiring.

Keywords for September 2017: charity marketing

【Case Name】

Tencent 99 Charity Day "Children's Gallery"

【Case Brief】

Charity marketing always seems to fail to both sell and be well received. Since the ALS Ice Bucket Challenge swept the world, there have been almost no charity marketing cases that have been trending until Tencent’s 99 Charity Day “Children’s Gallery” broke the news. According to one of the main planners of the project, "We didn't expect it to be so popular. In less than 24 hours, the donations reached the upper limit of 15 million. The original main video and offline exhibition were also postponed. He also shared a mind map of the project from insight to concept, from creativity to execution."

【Case Comments】

By purchasing paintings for 1 yuan, it not only lowers the threshold for participation, but also satisfies people's need to build a social image through social rewards and activates the participation and sharing mechanism. It can be regarded as a model case of " charity + art + story + social interaction ".

Keywords for October 2017: National Public Relations

【Case Name】

"National Public Relations" represented by the 19th National Congress

【Case Brief】

After China amazed the world at the 2008 Beijing Olympics, 2018 can be called the Year of National Public Relations for China. Including the 19th National Congress of the Communist Party of China in October and the World Political Parties Conference in November, global media gathered and the world paid attention, allowing the world to further understand and recognize China's grand blueprint of "striving into a new era and embarking on a new journey." It is also worth mentioning that the CCTV program "National Treasure", which was recently premiered and received a high score of 9.3 on Douban, has been trending overnight. Netizens around the world are fascinated by China's magnificent 5,000-year history and culture.

【Case Comments】

In the international "black box" public opinion atmosphere controlled by Western media, we took the initiative to take the country's public relations "overseas" with an attitude of openness and sharing, just like a beam of light illuminating and penetrating the "black box". According to a global survey report by the International Communication Research Center of the China Foreign Languages ​​Publishing Administration, China's overall image is steadily improving, its international contribution has been recognized by the world, Chinese products have helped boost the country's image, and public relations capabilities are an area that Chinese companies must focus on improving.

Keywords for November 2017: Public Opinion

【Case Name】

Public events such as the Three Primary Colors Kindergarten

【Case Brief】

From late October to November, perhaps your emotions are "half sea and half fire." On one hand, there are tear-jerking heartwarming marketing videos such as a certain credit card's "Tomato Scrambled Eggs", Nestle Coffee's "This is the Most Important Person in Your Life", 999 Cold Remedy's "Someone Is Always Secretly Loving You", and Vipshop's "Can't Open Your Mouth", among which is also the Thanksgiving " Durex Strike 13 Brands at Once"; on the other hand, there is public opinion triggered by major social and livelihood issues such as child abuse in the Three Primary Colors Kindergarten, population, and heating.

【Case Comments】

When we were young, we learned that the key to Dayu's success in flood control was "dredging". Any society and any era may have uncertain public opinion. The key is: to practice the purpose of serving the people, to establish a two-way equal communication mechanism, to strengthen timely, open, transparent and comprehensive communication with the people, to improve the speed and efficiency of handling public events, to call on and give play to the role of social and public forces in "joint prevention, joint dredging and joint governance".

Keywords for December 2017: Brand Marketing

【Case Name】

NetEase "marketing model, unique in its own way"

At the World Internet Conference in December, the " Ding Lei Dinner" once again successfully grabbed the news and topic headlines. Looking back at the year 2017, if industry insiders were asked to vote for which company is the most representative brand marketing and "marketing model worker" in 2017? I believe that most people will vote for NetEase. Let’s briefly review the “Labor Medal” of NetEase’s brand marketing this year.

【Case 1- NetEase Cloud Music 】

NetEase Cloud Music’s “Music Review Train” was a phenomenal screen-sweeping case, leading the subway marketing trend for a whole year. Subsequently, they launched the "Music Review Special Plane", the screen-sweeping H5 "Music Review Museum", the tear-jerking movie theater "Graduation Trilogy", the shocking new brand TVC "The Power of Music", and after the heart-warming harvest, they played the cross-border trend, NetEase Cloud Music x Nongfu Spring "Music Bottle", NetEase Cloud Music x Coca-Cola "Never Stop" light show... There are really excellent works every month, and new ideas every time, which bring us different inspirations. What 007 wants to say is: in addition to the consistent essence of "using product thinking to do marketing", the most admirable thing is that they do not rest on their laurels, dare to challenge themselves, and constantly innovate and break through. This may be the courage and spirit that our entire industry lacks.

【Case 2-NetEase Kaola】

This year, NetEase Kaola continued to lead the Chinese cross-border e-commerce retail import market, making a significant contribution to NetEase's overall impressive performance. In addition, NetEase Kaola has been very successful in terms of promotion and marketing in the past year, with H5s such as "On the first day of work, NetEase Dad teaches you how to be a good person" and "Freesytle's Evolution of Life" sweeping the screen, cross-border "Foreign Goods Store in the Sky" and " Where Are We Going, Dad 5" foreign-style homestays, event marketing for watching Ode to Joy without discounts, and flash activities such as the shampoo pop-up house that have been widely praised, as well as Thai-style brain-opening advertisements such as "She Fights for Beauty" and "Flowers and Youth" toxic chicken soup posters... which have broken the hearts of users.

【Case 3-NetEase Weiyang】

In recent years, NetEase Weiyang’s “Zhu Xiaohua” has become an undisputed internet celebrity IP star. In 2017, NetEase Weiyang launched integrated marketing for the national pig farming crowdfunding (Zhu Xiaohua emoticon package + Weiyang Black Pig Universe Album + Ding Lei and Wu Xiaobo's first pig farm live broadcast in history + Xiaozhu Short-term Rental "Sleeping in NetEase Pig Farm" event marketing) , and while promoting Zhu Xiaohua's IP, it also had a lot of fun across borders (Yijian Coffee Shop's "Safe Black Pig Burger", Wu Xiaobo and Wu Wine's "Good Wine, Good Meat, Good Friends", and "Vatti Food Festival" Zhu Xiaohua Shanghai Fashion Show) , especially the "Ding Lei Dinner" at the World Internet Conference in December every year, which made it the protagonist and topic star together with the Internet giants. If we talk about social fame and commercial value in the animal world, I believe that "Zhu Xiaohua" must be the king.

【Case Review】

NetEase’s brand marketing is natural and deeply imprinted with the NetEase mark. 007 feels that it has very real reference value for both large and small companies, individuals and institutions; to exaggerate a little, if brand marketing is divided into two camps, one is the NetEase camp and the other is the non-NetEase camp.

[2017 Public Relations and Marketing Review]

Li Guowei, president of Wenyuan Dacheng Management Consulting and a senior media and public relations professional, said that he felt that public relations marketing in 2017 had two major characteristics:

➀The application of marketing intelligence tools is still in the big data stage, but it has begun to show results in marketing environments such as the Double Eleven promotion, consumer behavior analysis, and film and television advertising placement decisions.

➁ Lack of core insights into social issues . This year I served as a judge for five relatively influential marketing awards and looked at thousands of cases. There were many excellent ones, but few that were truly outstanding. Cases like the "Fearless Girl" statue on Wall Street this year, which touched on a sensitive social topic such as American feminism and attracted the attention and discussion of mainstream media and hundreds of millions of social media users , unfortunately did not appear in the Chinese marketing industry in 2017. Instead, it is a series of crisis public relations events that have prompted us to think about many social issues in change, such as the living conditions of migrant workers in cities, early childhood education issues, business ethics in the rapid accumulation of wealth, etc.

[2018 Public Relations and Marketing Forecast]

Domestic and foreign experts and media predict that the seven major trends in public relations and marketing in 2018 include:

➀Data -based, effect-oriented quantitative marketing and goals have become mainstream, and brands such as Unilever have reaped the benefits of this "soft skill".

➁ Personalized marketing opens a new stage, providing customized content based on special users or user systems, making marketing more accurate and effective.

➂Advertisements for shared media, transportation tools, platforms, and other shared vehicles such as shared cars and bicycles are expected to become a new marketing battlefield, just like subway marketing in 2017.

➃ Search and marketing based on voice and short videos will be faster than those based on pictures and texts, and will have better visualization effects.

➄More brands will continue to focus on offline and on-site activities to tap into users' deep experience, and workplace-oriented platforms and tools will become the focus of B2B marketing .

➅ KOL opinion leader marketing is still a useful and very effective market strategy. How can KOLs incorporate commercial information into clever soft implants while producing excellent content? There will be new breakthroughs in the form of AR and other forms.

This article was compiled and published by @Public Relations World 007 (Qinggua Media). Please indicate the author information and source when reprinting!

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