Taking advantage of the Chinese Valentine's Day and proceeding step by step, how does Maimai create a closed marketing loop?

Faced with the dog-abuse Qixi Festival that has long fallen into cliché, Maimai teamed up with Okamoto to carry out a "serious" cross-border marketing campaign - to save the sex life of people in the workplace. It not only cleverly took advantage of the situation, but also grasped the pain points of users. Through multi-dimensional form and content innovation, it created a marketing closed loop, allowing the overall case to strike hard and exert influence and penetration. Worth learning.

When I got off work today and went home, I suddenly noticed that there were several more flower vendors as I came out of the subway station. Usually, there were stalls selling socks for 10 yuan for 3 pairs. I went over to take a look out of curiosity, and I saw that each of the stalls had a small card with the words "Qixi True Love Flowers" written on it. It suddenly dawned on me that there were only three days left until the Chinese Valentine's Day.

I immediately opened my Moments and checked AdWords and Shuying.com. All kinds of brands , various styles, and dimensions of marketing leveraging the Chinese Valentine’s Day came rushing towards me. After all, even the small stall owners who play tricks with the urban management at subway entrances have started to take advantage of the situation. How can the major brands that have always advertised themselves as big bigger not "cash in on the popularity"?

Maojia is very trendy. They joined hands with the local climate to imitate the recent popular variety show and followed the young trend to come up with a poster that said "There is Xipi in China" (I don't know if they paid for the use of Ji Xiaolan and Mr. He's portraits); Dior launched a limited edition for the Chinese Valentine's Day (I can't afford it); most brands such as Coach chose to commemorate this festival with a beautiful micro -film (I watched several of them and thought there was nothing wrong with swapping their logos). However, under the two main themes of dog abuse and praising true love, "Job Love" by Maimai x Okamoto made me see a third way of thinking about this year's Chinese Valentine's Day.

Faced with the dog-abuse Qixi Festival that has long fallen into cliché, Maimai teamed up with Okamoto to carry out a "serious" cross-border marketing campaign - to save the sex life of people in the workplace. This marketing campaign, which carries a positive energy, has triggered a "hormone" eruption among many working people, who have complained about their "lack of sex life" on Maimai. So, how did the two sides do it specifically?

Review: From the survey report to the Okamoto suit, only the "non-sex life" of people in the workplace is caught

To promote something, we must first suppress it and dig deep into the pain points of "unsexuality" among people in the workplace. UGC drives subsequent dissemination. The "Job Love" marketing strategy of Maimai x Okamoto is clearly planned and the execution nodes are clear. I have sorted out the execution process of this case and shared it with you:

1. Taking advantage of the situation: laying the tone for communication

From August 11th to August 18th, a private questionnaire appeared in the in-site messages of many Maimai users. This embarrassing "Sex Life Questionnaire for Chinese Working People" was the first launch of the Chinese Valentine's Day by Maimai and Okamoto. After collecting a series of basic information such as age, gender, occupation, etc., what is the frequency of your sexual life? Have you ever had sex with a co-worker? What type of condoms do you prefer? One after another, unexpected problems appeared like depth bombs.

At the same time, I believe that an article titled "Zhongguancun, No Sex Life" must have appeared in your circle of friends, which had a profound impact and attracted people in the workplace to complete the questionnaire on their own initiative. At the same time, this questionnaire also set the main tone for the entire round of communication, and the rich data laid the foundation for the subsequent release of serious reports.

2. Poised to explode: UGC follow-up induces "non-sexual" resonance

After a small-scale trial of the private questionnaire, the connection sentiment began to ferment. On August 22, various workplace elites including Overtime Cat, New Media Dog, and Programmer all complained about their "lack of sex life" on Maimai. Actively stimulate people in the workplace to pay attention to their sex life through user UGC.

A series of amazing replies appeared, and these high-quality UGC contents once again resonated with netizens, attracted more attention from the audience, and fueled the climax.

3. Media endorsement: The first report on the sex lives of working people is released

After the topic became popular, on August 23, Maimai and Okamoto released the first "Survey Report on Sexual Life of Chinese Working People". This report is based on a sample survey and big data provided by Okamoto. It collects the sex life index of nearly 10,000 Chinese working people, and shows the current sex life status of working people from multiple dimensions, including the relationship between work and sex life, sex life satisfaction, office romance, and sex life frequency. After the cutting-edge media 36Kr first released the report, it attracted a large number of media to reprint and report on it.

As soon as this set of data came out, it caused heated discussion among netizens.

4. Emotional climax: street interviews + celebrity endorsements

After the online communication reached its climax, Maimai moved the topic offline. On August 24, a street video titled #How happy are you sexually# went viral on the Internet, and the sudden question shocked passers-by.

(1) Various influencers and jokesters also discussed the topic

Around the core issue of the sex life of people in the workplace, all kinds of interesting thoughts have flooded the Internet. What is the sex life of people in the workplace like? Are people in the workplace "sexual" or "non-sexual"? Some big names also made relevant comments based on their own personal experiences.

From small-scale exploration to nationwide heated discussion, the topic discussion reached a climax.

5. Brand attitude: Job Love

Amid the heated discussions among the public after the release of the serious report, Maimai also revealed its own brand attitude. It did not try to be witty by complaining or mocking the "lack of sex life" of people in the workplace, but instead launched the "Job Love" series of sets in collaboration with Okamoto with hope and passion. Yes, every person in the workplace who works hard and lives diligently deserves to be loved! Although life is confusing, I still love it!

Anatomy: Cleverly take advantage of the Chinese Valentine's Day, focus on pain points, and gradually build a marketing closed loop

After reviewing the case, we found that what Maimai and Okamoto did well in this case was that they created a complete closed-loop marketing around a pain point. There are three specific points worth learning and thinking about:

1. Taking advantage of the Chinese Valentine's Day, focusing on the "no sex life" of people in the workplace

Qixi Festival is the only traditional Chinese festival that celebrates love. It is also the most romantic festival because of the myth of the Cowherd and the Weaver Girl. The Cowherd and the Weaver Girl can still reunite on this day, but for most people in the workplace, "no sex life" on the Chinese Valentine's Day is a common pain point for them. Based on this insight, Maimai dug deep into the "unsexual" pain points of people in the workplace, and through multi-dimensional penetration such as questionnaires and anonymous complaints, it opened the curtain of this Qixi Festival's marketing with the participation of UGC. It can not only borrow momentum with "unsexuality", but also truly stimulate users' emotional resonance, making the communication more effective.

2. Cross-border cooperation, converting users through content marketing

Joining forces with Okamoto, and engaging in sensitive topics that people in the workplace are both concerned about and afraid to discuss, is also an important catalyst for the active spread of this communication. Young white-collar workers in the workplace are undoubtedly a huge audience group for Okamoto, and Okamoto is also an important prop in the life scenes of white-collar workers on the front line. Find the appropriate emotional resonance of "sexuality" among the loyal users of both parties, use precise techniques (anonymous complaints ) to convert potential users into each other, and fully realize the mutual penetration and integration of the brand attitudes of both parties. This is the most wonderful cross-border cooperation from communication to actual scenes during this year's Chinese Valentine's Day.

3. Step by step, multi-dimensional attack to create a marketing closed loop

Looking back at the communication trajectory of Maimai and Okamoto, from questionnaires to anonymous complaints, to video interviews with big names, and finally to the release of a report and the launch of condom sets, it has formed a complete marketing closed loop with a clean and neat communication structure. The questionnaire opened the show, anonymous comments warmed up the audience, the video interview with big names triggered the climax, and the serious report and customized products ended the show. Each link was cleverly designed, from online to offline and from offline back to online. The communication forms were diversified, with both channel innovation and content innovation. Each link is closely connected, creating a tight marketing closed loop of "Job Love: Saving Sexless Life in the Workplace".

Indeed, the cross-border marketing carried out by Maimai and Okamoto is actually a very good case reference. It not only cleverly took advantage of the situation, but also grasped the pain points of users. Through multi-dimensional form and content innovation, it created a marketing closed loop, allowing the overall case to strike hard and exert influence and penetration.

Thinking: Communication with social value can add more color to the brand

The current fast-paced communication effect has made many brands forget the original intention of communication. "Can be popular" and "Can dominate the screen" have begun to become the client's mantra. But in most cases, let us ask, can the Uniqlo in Sanlitun really bring sales conversion to the store after dominating the screen? Improve brand reputation? After Douyu Live ’s popularity, are there really still retained users? I’m afraid it will take the brand years to clean up the stain left by the live broadcast of pregnancy.

In contrast, the Ice Bucket Challenge three years ago is still a case that everyone praises and emulates. Nongfu Spring's slogan of donating one cent for every bottle of water sold is still fresh in the memory of advertisers, and Coca-Cola 's sharing bottle cap design still influences every advertiser. What a brand really needs to do is perhaps to leverage its brand value to promote or change things as much as possible to make this society a better place. If advertising makes the world look more beautiful, then I think brand communication implementation is the practice of beauty.

This time, Maimai has a deep insight into the social phenomenon of "no sex life" among people in the workplace. So many people born in the 80s, 90s, and even younger 95s have entered the society, traveled far away, and worked hard for their dreams. Houses and cars have become the criteria for judging them, but no one really cares about their living conditions. This year on Chinese Valentine's Day, Maimai's first national "Survey Report on Sex Life of Chinese Working People" has also attracted more mainstream media to pay attention to the sex life index of young people. To live instead of just surviving, and to find your own rhythm on the road to pursuing your dreams is also Maimai's encouragement to people in the workplace. You can "get love at work"!