Adidas vs. Tencent Games, which one is better in fancy marketing?

The daily life of an internet person: when I open the QQ browser on my mobile phone, I see Lu Han ’s home screen; during the meeting, the leader said I could follow “Wukong Q&A”; in the morning, I received the internet-famous yogurt - Le Chun, which was ordered by a colleague. Such scenes happen so naturally. If it weren't for the Internet, the fancy marketing behaviors of social media in these scenes would seem extremely secretive.

Today we mention that marketing is to maximize the use of " social traffic " . The process of users browsing and paying attention - discussing interests - gaining in-depth understanding - generating influence - spontaneous sharing or purchasing behavior is the role of social media today. It is not only a medium for transmitting information and expanding circles, but also a battleground for commercial development.

From 2010 to now, it can be said that it is the era of social media application, that is, smart terminals + digital marketing, and the large-scale explosion and fission of social, game , and entertainment apps after user mobility. The development of social media is accompanied by business innovation, and information flow advertising and native advertising have been born.

According to data from AdMaster's "2017 Digital Marketing Trend Report", 72% of advertisers will increase their investment in social marketing in 2017, of which 67% of mobile advertising promotions will use social platforms as the main channel . According to data from Boston Consulting Group, China's consumer market will have an increase of US$2.3 trillion in five years, and 65% of it will be brought by people born in the 1980s, 1990s and 2000s.

Relevant institutions or media are always accustomed to "labeling" the target population, but in fact, instead of labeling the majority of the population with a unified label, it is better to choose a precise audience that suits you based on the brand tone and user behavior . How to do it? The most basic thing is to analyze consumer psychology and behavior.

1. Fancy cross-border: My Emperor vs. Guliduo Encouragement

When the arrogant and adorable pet Emperor meets the international hunger-relief brand GuLiDuo, repost the Weibo with the hashtag #吾皇花式翻牌抗鸿谷粒多# and you’ll have a chance to win a bag of Emperor’s limited edition GuLiDuo. This kind of fancy marketing method of bundling IP is still very successful in the information flow . As for the Our Emperor version of Supreme Treasure and Tang Monk, to be honest, no matter who he plays the role, it feels seamless! The means of monetization of Wuhuang in terms of content, peripherals, and cross-border business are worth thinking about. The cooperation with Yili focuses on the advanced groups of the 95s and 00s generations, who are comprehensively advanced in interests, thinking, and consumption.

A very notable feature of the younger consumer group is that the purchase decision cycle is shorter, and consumer behavior emphasizes "quick action and quick decision", so people buy whatever they like. This also illustrates the charm of the " AI DA" marketing model, which is to attract attention, induce interest and stimulate purchasing desire. To some extent, cross-border means "destruction and then construction", forming new experiences, new products and new values.

2. Social Distribution: WABC Accessible Art Path vs Tencent Charity

The "Children's Gallery" that went viral on WeChat Moments not long ago brought Tencent Charity an unexpected surprise. Originally, charitable activities were an option for most companies to boost their brand reputation. The fact that it was able to become a hot topic on WeChat Moments shows that the public has a high level of intention to participate in the concern for niche groups and the dissemination of kind behavior.

It is a wise move to use social distribution to attract fans for Tencent's public welfare products. When someone shares, someone gains. This allows the brand to make a great breakthrough in terms of story, culture and social responsibility. By establishing a social scene based on WeChat , the charity ecosystem can reversely promote Tencent's "99 Charity Day" activities. By tapping into users' emotional needs and integrating the beauty of humanity into products and marketing, we can gain greater recognition from consumers.

3. Scenario products: Xue Zhiqian's Love Clinic vs. Tencent Games

It has to be said that the marketing behavior of "Goose Chief" is very good at controlling the focus of users and has made great achievements in guiding emotional value. When seeing the title "Surprise! Xue Zhiqian gave up writing to become a doctor and opened a love clinic", everyone understands that this is just a gimmick and a marketing strategy, but they still click on it to find out. The value of choosing a spokesperson for a brand lies in giving personality charm and humanistic care to marketing or products. Users do not need anyone to diagnose love, but the interactive behavior of teasing Dr. Xue is still very interesting.

Social marketing is originally completed through the combination of IP, content and scenario marketing. This time, the H5 sharing does not need to be shared on WeChat Moments , because Lao Xue’s own traffic and reminders have already implanted the most down-to-earth behavioral endorsement for the promotion of Tencent’s mini-games. Rooting the product in a certain scenario is to provide professional solutions to relevant people.

4. Traffic and Brand: Eddie Peng’s London Street Show vs. Adidas

Recently, some articles implied that Adidas was the first to try something new, simply because it tried out the first Weibo Stories advertisement. Although Weibo Stories has been online for less than half a year, its business operation trajectory and topic attributes have been accumulating. The foundation of social marketing is the social relationship chain. Regardless of whether it is an acquaintance mode or a stranger mode, story content is an effective way to build brand communication power.

In addition to representing a positive sports spirit, adidas style is also synonymous with high-end fashion. When Eddie Peng's street fashion show in London can cause huge publicity, it is more due to the traffic from the platform. The star IP, internet celebrity economy, brand implantation and cross-border guidance of domestic social media all have only one purpose - traffic. It is not scary to try a new commercial product, because in the world of young people, novelty and daring to think and act are a kind of charm. This is the law of reciprocity between brands and platforms, and platforms and users.

The reason why social media distributes traffic is that it needs to radiate the brand's value circle with users as the center. Linking products and services is the most fundamental business need. Enterprise transformation requires social traffic, precision marketing, and digital advertising . Being result-oriented is the core demand of today's consumption upgrade and social media marketing. The form of advertising has been changing, but what remains unchanged is the behavioral characteristics of the crowd, which allows users to resonate with the brand. If the “AIDA” sales model mentioned above is the current one, then in the era of Market 4.0, brand owners need to implement the “5A” model in their marketing strategies to adapt to the times.