The summary of marketing cases in the first half of 2017 is all in these four words

This is the third article in the mid-year review of 2017. I would like to talk about some outstanding advertising and marketing cases in the first half of the year. Before you continue reading, perhaps you can also try to recall which classic marketing cases in the first half of the year are still vivid in your mind?

Throughout the first half of the year, many wonderful marketing cases emerged, and I would like to summarize them in a different way. I used four words to review several classic cases in the first half of the year.

"funeral"

There is no need to explain the word "sorrow". I believe everyone has felt it in the first half of the year. I even think that the word "丧" has a good chance of being selected as the Chinese character of the year in 2017.

The culture of mourning was born a long time ago, but its popularity was thoroughly promoted in the first half of this year, thanks to these cases.

The first to be affected was the " Sorrow Tea " jointly launched by Ele.me and NetEase News . Although "Sorrow Tea" was a pop-up store and only opened for 4 days in Shanghai, it pushed the marketing of "sorrow culture" to a climax.

The second case is the breakup flower shop on 520. Turning the confession day into the breakup day and naming the flower the breakup flower, this kind of depressed mood spread extremely and attracted more people.

It's raining in the city where you live.

I want to ask if you have a companion.

If not,

I hope it was a knife.

The love he gave you will fade away

But he gave you TIFFANY

But it will not depreciate

Many people mentioned their ex

Talk about widowhood

Sorry, I am

Lost the dog!
The so-called "sadness" is to personalize the product through copywriting and cater to consumers' negative emotions. The pressure faced by those born in the 1990s is increasing day by day, and their impetuous mood has never subsided. Sadness culture is a unique way for young people today to vent their emotions. Through this method of "self-deprecation and self-mockery", what they represent may not be true sadness, but a unique rebellious personality. When everyone is doing the same thing, the first thought of young people today is, I don’t want to do that.

"long"

The second word can be summarized as "long", which is also easy to understand. In the first half of the year, there were too many classic advertisements related to "length".

Some ads win by content, such as NetEase Cloud Music , and some ads win by form, such as the following ads that are so long that you have to run to watch them.

This extra-long copy of Sesame Credit was written by "Sky and Sky" for Credit Day on June 6 and was placed in the Jing'an Temple subway station in Shanghai. You really need to run to read it.

We have to admit that good advertisements are those that use the simplest and most straightforward language and are presented in the most eye-catching way.

There are also many imitators of long copywriting, such as the movie "The Founding of an Army", which released super-long character posters and gathered more than 40 official Weibo accounts to release super-long copywriting.

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There are also some advertisements that win by both content and form. For example, the one-shot Pechoin advertisement produced by the “Local Climate Survey Group”.

This advertisement was controversial, but it made Pechoin and the Local Climate Investigation Team famous. Compared with Sesame Credit’s “Knots, Knots, Knots, Knots” copywriting, Pechoin is an earlier “long” advertisement.

After that, the "Local Climate Investigation Team" also produced a one-shot long advertisement for McDonald's .

"picture"

The third keyword is "like". As summarized in the previous article, there have been many marketing cases that have gone viral in the past six months, but after each viral case, similar cases will follow.

The best example of this is definitely subway advertising.

Who fired the first shot in the 2017 subway advertising war? Everyone must have the same answer - NetEase Cloud Music.

On March 20, NetEase Cloud Music and Hangzhou-Hong Kong Metro launched the "Music Review Train: See the Power of Music" on Hangzhou Metro Line 1. The 5,000 most-liked music reviews on the NetEase Cloud Music App were printed all over Hangzhou Metro Line 1 and the entire Jiangling Road Metro Station.

You are so lonely, but you say it's good to be alone

The most fearful thing is to live a life of mediocrity

Still saying that ordinary is precious

You open your heart when someone pays attention to you.

You think this is frankness, but actually it is loneliness...

When I was at my most incapable age, I met the person I wanted to take care of for the rest of my life

5,000 heart-wrenching copywriting, all from UGC , NetEase Cloud Music’s Red Storm dominated the WeChat Moments for several days and is still regarded as a classic by various brands. The big-character poster-style subway advertising also became one of the most trendy forms.

After that, brands such as JD.com , Momo, Zhihu, Meituan Waimai , and DingTalk successively placed posters with big-character poster-style copywriting in the subways in Beijing, Shanghai, and Guangzhou. There is a joke that goes like this: Due to the popularity of NetEase Cloud Music, subway advertising quotations have increased across the country.

"new"

Why is "new" chosen as the fourth keyword for the first half of the year? Because I found that in the first half of the year, many brands that used to give people a serious and stereotyped first impression actually came up with a lot of new ideas, which is a bit incredible. For example, the first one to appear is Cadillac.

Cadillac was once a synonym for the rich. What is the consistent style of its car advertisements? It’s high-end, talks about feelings and history, and has a road style... But this year, Cadillac has completely innovated and launched a 30-second advertisement with a sudden change in style.

This advertisement broke the noble image of car advertisements, and by lowering its posture, it became a natural result to win the love of more young people.

The second typical case is the work of KFC and Xue Zhiqian - "Life is a Joke".

Only Xue Zhiqian could have created this classic and nonsensical advertisement for KFC's cold coffee. "Life is a joke" was once regarded as a classic joke. Like Cadillac, KFC's attempt this time also broke the convention. It did not focus on how delicious the food was, but instead used a way that most people could not understand to spread the word.

Finally, I have to say that Xue Zhiqian’s neurotic physique makes him very suitable for this kind of advertisement. Recently, Xue Zhiqian shot another set of advertisements with a similar style for “Dan Ge Che”, but this is a work for the second half of the year.

Finally, no matter how many similar cases come out, the most important thing is the insight into consumers; no matter how bold the alternative form is, it must be a tenable idea; no matter how nonsensical the advertisement is, it must reflect the core selling point of the product.

Good luck to everyone!