Why doesn’t Durex pursue Wang Baoqiang?

These two days,

Everyone was shocked by a breaking news in the entertainment industry.

Our baby Wang Baoqiang is divorced!

My wife cheated on me.

It was the agent who did it.

There are also rumors that the child may not be his biological child….

In addition to paying attention to the incident itself, netizens

Still speculating

Brands who have been busy with the Olympics

Is there going to be a big move?

then,

It immediately spread online

It is a model in the copywriting industry.

The textbook of advertising

Durex 's copywriting poster.

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Your idea might be

"What a clever combination with hot events. Durex is really awesome."

Then,

Forwarded it to more WeChat groups or friends circles.

Indeed, such a case of leveraging momentum,

Durex has produced many excellent products with distinctive personalities.

But you may have overlooked a basic principle:

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Can this hot topic be leveraged for marketing ?

Then the reversal is,

It turns out these two pictures are fake

This is not the official Durex

I guess it's because this fake picture was spread too widely.

Head of Durex New Media Service Team

Jin Pengyuan quickly posted on Weibo to refute the rumor.

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He then retweeted one of his previous comments.

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So for Durex, a copywriting marketing expert,

In addition to what Lao Jin said,

Is there any other reason why it didn't make any sound?

There is a saying that goes like this

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In fact, for Durex,

It is not a hot spot to chase.

because

1

This matter has not yet been settled.

The two sides were at a stalemate.

All kinds of rumors are flying around.

It's hard to draw a conclusion.

2

This kind of topic is a matter of public opinion.

The mother-in-law is right.

This is a serious matter.

It's really hard to take sides.

3

The topic itself is negative.

If you chase blindly,

It is easy for the brand to be associated with negative things in consumers’ perception.

Affect the corporate image.

Putting aside the Wang Baoqiang incident itself,

When the brand editor encounters a hot spot,

How to decide whether to pursue?

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Before following the trend of Wang Baoqiang, have you thought about these questions clearly?

We can analyze this through the following points.

If you don't have a correct understanding of the attributes of an event,

Then it may not only be time-consuming and laborious,

There is also the possibility of shooting oneself in the foot.

To judge whether an event is topical or not,

Whether users can participate in the topic, and its relevance to users,

And whether the follow-up of the incident is what people expect.

When users discuss a topic,

It is also a process of spreading and fermenting events.

❶Controversy

One thing,

Netizens' opinions were overwhelming.

Then this matter will usually not be too popular.

If there is another party with a different view,

And the two sides were at a stalemate.

Then the event itself will be like the "catfish effect",

Maintain relatively high vitality.

For example, the "snake man" incident some time ago,

Everybody is cursing.

After the scolding, the show is over;

As for the "Renmin University Master Lei Yang involved in prostitution" incident,

Whether it is "should the police show their ID when enforcing the law"

Or "Should prostitution be legalized?" etc.

There were all kinds of opinions online, and the situation continued to escalate.

❷Ductility

Extensibility means:

Is it possible for a topic to expand into more topics?

For example, the "Woman attacked at Yitel Hotel" incident.

It can be extended to "Should sexual services be legalized?"

“What should girls do when they are in danger”;

For example, Papi Jiang received 12 million investment.

to the auction of the first video pre-roll ad,

From the specific ways of advertising to the specific ways of advertising, they are all worth discussing.

❶Is it interesting?

Interesting means fun and unusual.

Can an event spread?

It often depends on whether it is interesting.

For example,

The cartoon about the friendship boat capsizing is very cute.

It can be applied to any scenario.

It's also very interesting.

❷Is it simple?

Human beings will develop many cognitive methods in the long-term survival and development.

One of them is to simplify thinking.

Also called labeling.

When a person cannot fully understand a problem or thing,

Just label it, that is, simplify it.

Simplified products have good communication efficiency and speed.

We can see that many large companies use simplistic thinking to label themselves:

❸Is it worth sharing?

When users see an article,

There will be various psychological factors that prompt them to forward and share.

The impact of an event,

It is often reflected in two aspects:

1. Topic popularity

2. Industry relevance

"Topic heat" refers to the extent to which this matter has been trending on the Internet.

There are many bases for judging the popularity of a topic.

for example:

WeChat articles 100,000+,

Hot search on Weibo,

Zhihu 10K,

B station 10W bombs and so on.

Regarding "Topic Heat",

You can find them on some news websites.

Baidu Index,

Weibo popularity rankings, etc. are used to help with analysis.

Everything has its audience.

One thing seems to you to be a hot topic.

But it may not necessarily be worthy of attention in the eyes of others.

Just like most people born in the 80s and 90s don’t care about TFboys,

Those born in the 1990s and 2000s are often not very interested in Jay Chou;

Papi Jiang’s advertisement was sold at a high price of 22 million.

This incident has swept the circle of friends of Internet users.

But in the eyes of our parents,

Papi Jiang may be no different from Feng Jie.

so

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When chasing hot spots, you should think clearly about who your users are

Don't be blinded by one leaf.

Can't see the essence of things.

When you encounter a hot spot that seems to be hot,

To think one step further:

Who would be interested in this hot spot?

Is it because I happened to be in this crowd?

And there are many such people in the social circle.

What makes me think it's hot?

Will my users also be interested in this hot topic?

Timeliness refers to how long the popularity of an event will last.

We should have a correct expectation of the "duration" of an event.

Otherwise, the copy has just come out.

The topic has become cold.

It's just a waste of time and energy.

How to simply judge something

Will it last longer?

Generally speaking,

Events of longer duration,

Often have the following characteristics:

Weak timeliness means that

Events are less affected by the development of time.

For example, the "Baidu Wei Zexi" incident,

It will not be quickly forgotten as time passes;

on the contrary,

Some festivals such as Christmas,

Once the Children's Day holiday is over,

People no longer mentioned it.

For example, the "Renmin University Master Lei Yang involved in prostitution" incident,

Everyone is looking forward to the sequel;

"Papi Jiang Advertising Auction",

Everyone is waiting for the first ad;

The "Alpha Dog" incident

There are five games in total.

It is also obvious that it can be fermented directly.

When doing anything, you must consider the input-output ratio.

In the operation of chasing hot spots,

The input-output ratio is often reflected in:

Costs, benefits and risks.

❶Time cost

Soft articles may take up your entire afternoon;

Make an H5.

Often you will also have to involve other departments of the company in cooperating with you.

therefore,

Before chasing hot spots, you should calculate the cost reasonably.

After all, your boss didn't hire you to cause trouble.

❷Material cost

Once the copy is done, it must be published.

We always have to find ways to spread the word.

If there is an offline

We also need various supplies.

Venue fees.

❸Opportunity Cost

Invest resources in pursuing this hot topic.

It may make it impossible to do other things.

Is it worth it? You decide for yourself

There are two types of benefits: explicit and implicit.

The explicit benefit is the growth in the number of users.

or an increase in sales,

These can be read through the public account.

Or the button embedding point of the App,

Relatively easy to derive.

Implicit benefits are more difficult to calculate.

For example, users’ favorability towards the product.

Popularity in the market, etc.

If a copy does not convey the correct three views,

After it was released, it was blasted by netizens.

Although we can see that the number of fans is growing,

However, users’ favorable impression of the product

There could be a lot of harm done.

The following are some of the reasons why companies or operators have incorrect values.

Negative examples that harm brands:

The " Uniqlo " incident

It was once a disaster for the public relations industry - because the topic was so popular,

Various companies flocked to it.

And ignore that this incident itself is a violation of privacy rights,

In addition, many brands have nothing to do with the incident.

Forced marketing,

He was scolded to death by netizens with extremely correct values.

And the copywriting master "Durex",

No sound was made,

Instead, it became the biggest winner in the "Uniqlo" incident.

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Here,

What Brother Zhen wants to say is,

The creation of copywriting comes from the copywriter's own accomplishments

The content created,

It will directly affect the brand image in the minds of the audience.

therefore

A gentleman should do something

Don't do something

This is the quality that a brand copywriter should have.

end