How to leverage information flow for marketing? Use these tricks from Durex!

On Marketing by Leveraging Trends

Durex is second, few can be first

Look at those amazing (wu) times (dian) (man) (man)

Copywriter

1. 2012 Olympic Games

Liu Xiang's old injury recurred and he fell over the hurdles, but he insisted on completing the race

Durex issued the following Weibo post:

The fastest man is not the best. The one who perseveres to the end is the truly strong man!

Durex took advantage of the situation and created a genius

“Guangda is not going to work”

Later, Bo and Gu met with accidents one after another

Xue Manzi was arrested, and Durex released the following copy

In 2014, Kidney 6 was released

Apple's official website in mainland China has a wonderful translation: "Bigger than bigger"

Caused ridicule from many brands

Durex's copywriting is like this

In recent years

Advertisers who are keen on Internet marketing

Gradually shift the taste from "hard advertising" to "soft advertising"

" Information flow native advertising " wrapped in "information" came into being

The sharp blade

Various networks, brand editors, creative

Gearing up for the fight

Vow to fight to the death in " content marketing "

But gradually we will find that:

Highly clickable creatives have similar patterns

To facilitate your understanding

“Dudu” will make a guest appearance!

Content: Learn to use hot news

In 2014, Apple sent out invitations to its press conference

As a result, Durex also sent out an invitation letter

If a young man can understand that he is facing the wall and thinking about the past,

As above

Information flow creativity can fully utilize the hottest and freshest information

Achieve your own promotion goals

For example, the popular TV series "My First Half of Life" in July last year triggered

A lively discussion on women, marriage, and employment skills

Some clients related to vocational training and women's fashion

We can take advantage of this wave of hot topics

Click-through rate : 6.78% VS industry average: 3.5%

Click-through rate: 6.7% VS industry average: 4.6%

In language:

Use the third-person perspective to create a "news style" and exaggerate the effect appropriately

Language Patterns of News

It can put readers in a relaxed atmosphere for reading information

Arouse the reader's curiosity

Attract clicks

Click-through rate: 8.89% VS industry average: 3.8%

Click-through rate: 8.41% VS industry average: 4.7%

In addition to deep processing of text content

The picture is also our battlefield

First of all, we need to understand the three elements of information flow matching

brightness! tone! Perspective!

Creative information flow to attract clicks

The following 3 points need to be achieved!

A. Brightness: The pictures should be light and try to reduce the visual heaviness!

B. Color tone: bright, eye-catching, and storytelling

C. Perspective: For creative illustrations with strong narrative

The perspective should be the main perspective, which can better convey the story!

For large image styles

We usually choose beautiful product pictures

Or industry map OR activity refined map

However, for single and triple images

We may feel overwhelmed.

Three pictures

a. Narrative illustrations

Creative narrative

The picture should correspond to the text content

Choose a strong narrative

And the pictures are highly prominent in the industry!

b. Appreciative pictures

Creative ideas for a romantic style

or "visual effects" industries (such as photography, travel)

Single Image

From the overall effect

Single images are more suitable for "raising questions" and "emotional and lyrical" creative works

a. “Question-raising” creativity

The pictures mainly play two roles

Answer questions & arouse interest and yearning

b. “Sentimental and lyrical” creativity

Illustrations can create a simple, clear

A sense of mystery that makes people want to find out the truth!

So far

We have already

Summarized for everyone

The "eye-catching skills" of information flow creativity

In simple terms

In terms of text: 1. Relying on hot topics! 2. Rely on the Bagua body!

On the picture: narrative + eye-catching

Precise targeting and optimized creativity

I believe your creative clicks can go straight to the sky!

The author of this article @谢艾霖&李柏霖 is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century