Top 10 Marketing Cases of 2016, How Many Have You Seen?

In the past year, hard-working parties A and B have produced a large number of stunning marketing cases that have gone viral. Huxiu selected 50 of these cases and invited the general public to vote on the "TOP Marketing Cases in Their Minds". It also invited more than 20 senior marketing observers from different industries to vote. (For the list of judges, please see the original article: Tiger Sniff WOW! Marketing Sharing Session Special. Thanks again to all the judges!)

After combining the votes of professional judges (90% of the votes) and public judges (10% of the votes), the final TOP 10 are:

TOP 1 BMW: "This news has been quickly deleted by BMW" H5

TOP 2 Wei Chuan: The "Spelling Bottle" that was Played with

TOP 3 Keep : The first brand promotional film "Self-discipline gives me freedom"

TOP 4 Tencent x Forbidden City: " Traveling through the Forbidden City to See You " H5

TOP 5 Didi Hitch: Jointly launched the "Spring Festival Self-Help Guide: Going Home" with the Rainbow Choir

TOP 6 SKII: "She Finally Went to the Blind Date Corner" Female Topic Marketing

TOP 7Durex : "The Non-Existent Air Concept Store" discusses philosophical issues

TOP 8 APPs : Trump's Twitter Message Generator

TOP 9 Maybelline: Angelababy sold 10,000 lipsticks in 2 hours during live broadcast

TOP 10 Momo: "Be an Animal" calls on young people to return to their nature

Congratulations again to the traders behind the above TOP 10 cases!

So, how did the judges evaluate and view these cases?

Judge Cao Miao (founder of Young Alliance, CMO of Renren) said that if he were to judge the "Annual New Media Marketing Case", he would pay the most attention to the following five dimensions: 1. The degree of innovation of the case; 2. The degree of application of new media; 3. The spread of influence in new media; 4. Relevance to the brand itself; 5. The significance of the case in improving various brand indicators.

Judge Yang Fei (CMO of UCAR) said that so-called "fame" is not the selection criterion, but he focuses more on the following two characteristics of the cases: 1. Marketing methods based on mobile technology and new things; 2. Integration of brand and effect, with obvious conversion effect (even if there is no data, it can be verified by himself and his friends) .

We found that one word was mentioned most frequently in the judges' comments: the use of innovative technical means; the other was "integration of product quality and effect". What a coincidence, this has something to do with this year's Tiger Sniff WOW! The focus of the conference can be said to be very consistent, to the extent that it seems that they have been bribed and paid huge advertising fees, especially the "innovative technical means". Huxiu also specially invited 3 novel and cool AR / VR / artificial intelligence companies to broaden the horizons of marketers. A friend asked where to watch it? Good question, here is the portal: 2017 Huxiu WOW! New Media Marketing Sharing Conference

The following are the judges’ wonderful comments, many of which are worthy of being framed.

TOP 1: BMW "This news has been quickly deleted by BMW" H5

Wang Yu (independent marketer , author of Tiger Sniff) : By grafting creativity onto the latest technological forms of expression, communication can bring users an experience that exceeds their expectations. You could have thought that these communications had nothing to do with the product, no matter how cool the ads were or what the car looked like. But in fact, it is also very important for a brand to always maintain this sense of innovation and coolness. Like the product, this is also part of the "overall brand experience" and an important component of the user's "recognition" of the brand.

TOP 2: Wei Chuan’s “Spelling Bottle” that was ruined

Li Guowei (founder of Wenyuan Dacheng) : The spelling bottle appears with single words, which stimulates more user participation than the Coca-Cola nickname bottle a few years ago. In order to form interesting combinations, users bought more products, and short-term sales increased by 40%, which fully proved that excellent ideas directly linked to products, rapid dissemination of new media, and public participation can directly form marketing effects.

Jiang Meilan (CEO of Feirui Interactive) : The best marketing is to be able to directly connect to the product itself without beating around the bush. It can create self-propagation instead of using KOL to spread it for you. Whether online or offline, it can trigger heated discussions among consumers, and no matter what the picture is, it can bring out the product and directly add points.

TOP 3: Keep’s first brand promotional video “Self-discipline gives me freedom”

Hu Xinshu (founder of Hu Xinshu’s official account , well-known writer, and self-media person) : The slogan “Self-discipline gives me freedom” has become a value that is very recognized by young people today. The sign of whether a case is successful or not is whether your audience is willing to help you spread it spontaneously. Keep did a great job this time, allowing every user to become his or her own communication channel .

TOP 4: Tencent x Forbidden City "Travel through the Forbidden City to See You" H5

Yu Hui (Head of Brand and Digital Marketing Team, SAP Greater China) : There are two things about this case that leave a deep impression on people: the breakthrough in traditional cultural expression and the mixed reviews. We have some rigid ideas about traditional Chinese culture. With the advent of the digital age, it is a bold attempt to present traditional culture in a vivid and slightly playful way. The comments from different age groups vary greatly, but it is undeniable that this H5 is a phenomenal masterpiece based on insights and the presentation of multiple youthful elements.

Chong Er (author of Tiger Sniff) : Traveling through the Forbidden City to see you, using Chinese style rap to brainwash traditional culture, the interaction has reached a phenomenal level, and the trendy retro style may become a marketing trend.

TOP 5: Didi Hitch and Rainbow Choir jointly launched "Spring Festival Self-Help Guide: Going Home"

Wu Sheng (founder of Scene Lab) : Didi Hitch and Shanghai Rainbow Chamber Choir have jointly created the cross-border work "Spring Festival Self-Help Guide - Going Home", which is the best example of the new keyword "scene flow". "Scene flow" is the emergence of user emotions in scene scenarios, and the flow of emotional fragments in time and space, which triggers changes in user experience through objective reality and multi-dimensional connections. In this cross-border case, the design of the "experience" comes from a deep insight into the scenario of "going home for the Spring Festival". Didi has found such a core pain point in the scene and used new enabling relationships through ingenious free connections to form a natural flow of the scene. When we gain insight into a new scenario, it means the birth of a new category. If we truly dig into the pain points of the scene, we will find the traffic . In this marketing case, Didi became the trust agent, emotion agent and personality agent of the "Spring Festival Homecoming" scene through the "empathy" connection of the Rainbow Chamber Choir. No matter what fashionable vocabulary is used to express it, it has mastered the internal laws of the surging waves and uses its tentacles to deeply perceive the flow of the next scene.

TOP 6: SKII's "She Finally Went to the Blind Date Corner" marketing campaign for women

Zhang Rui (CEO of Shiqu Interactive) : It boldly and perfectly grasped the intersection of social anxiety and products, and created a miracle of marketing driving a 50% increase in sales.

Liu Wei (CEO of Zhiwei Technology) : By interpreting current popular topics among women, we can give women a strong sense of involvement, arouse resonance, trigger a dissemination effect, and highlight the brand's focus on women.

TOP 7: Durex's "Non-Existent Air Concept Store" discusses philosophical issues

Fan Qing (Chief Consultant of BlueFocus Mobile) : Durex has many classic advertising ideas, and it is not easy to make breakthroughs and create new ideas.

TOP 8: JikeAPP Trump Twitter Information Generator

Yuanyuan Zhao (Senior Creative Director of Ogilvy) : Jike is a magical social app that can remind users in real time if a celebrity you follow has deleted a Weibo post in seconds, or if the four kings of Bilibili have updated their posts, etc. The marketing campaign that spoofs Trump’s Twitter is in line with its own function. Attracted countless fans.

Calvin Chan (AdMaster COO) : Successfully keep up with current events, maximize user interaction, and create buzz for the App.

TOP 9: Maybelline Angelababy live marketing sold 10,000 lipsticks in 2 hours

Cao Miao (founder of Young Alliance and CMO of Renren) : Maybelline’s e-commerce live streaming using AB can be regarded as a perfect marketing innovation. Although many brands have made more attempts at e-commerce live streaming since then, and there have been cases with amazing results, Maybelline, as an international brand, was one of the first to realize and use live streaming, a new form of social contact, and to creatively combine celebrities with e-commerce platforms, so it is a benchmark of extraordinary significance. It has achieved satisfactory results in both word-of-mouth and effectiveness, and created a new business model that integrates brand and effect.

TOP 10: Momo's "Be an Animal" calls on young people to return to their nature

Lau Bo (founder and CEO of AdChina) : "Be an Animal" calls on young people to return to their nature. This time, Momo has set off a wave on social media , with #BeanAnimal# as the main theme, advocating a return to nature to young people. Through such insights, we use emotional resonance to subtly influence potential users based on intuition and nature, making it intuitive for users to open Momo, and using Momo a release of their nature.

There are also some "narrowly defeated" cases, and the judges' comments are also very interesting. Although the article is very long, I still share it with you:

Case: Starbucks " Speak with Stars ":

Jiang Meilan: Create high action ( O2O , performance, platform attention, topics) while maintaining the brand image. By cleverly utilizing the strong connection of social media, instead of using its own APP, it uses WeChat , which is available to everyone, to complete the e-gifting task, and the spread is fast and direct.

Teacher Jiang Meilan will appear in Huxiu WOW! At the scene, we reviewed how Starbucks' "green envelope" used "social currency" to stand out from the red envelopes of real money and dominate the screen.

Case: Weilong spicy strips pay tribute to Apple style

Li Sanshui: Weilong spicy strips’ serious counterattack. There is nothing much to say. You can play with it, mock it or despise it, but it will still survive in the minds of consumers for some time to come and occupy a unique consumption option. In a sense, it is an ideal microcosm of Chinese Internet communication at this stage: irrational, entertaining first, just forward it, don't think too much.

A very "wild dog" style of commentary. How will Teacher Sanshui share W's screen-sweeping cases on the spot? Come and capture him alive.

Case: Taobao Maker Festival

Cao Miao: The Taobao Maker Festival is a brand-new cross-border marketing method. It not only creates new connections between the Taobao brand and attributes that the brand itself does not possess, such as technology, art, and originality, but also combines cutting-edge technologies and trends such as AR, VR, subculture, and new technology into offline exhibitions, giving people a greater imagination of Taobao's creativity for the world. From shopping to creation, the three-dimensionality of the brand has been rapidly improved, and a very valuable IP such as the Taobao Maker Festival has been formed.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @ Chandler.Hu compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map