Chinese Valentine's Day is coming, and you have no idea for a marketing plan? Look at this for inspiration!
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If you can’t plan a marketing plan to create a hot topic, then “taking advantage of the situation” is one of the best marketing methods. Take something that is popular among other companies and use it to promote your own business, creating content that is not rejected by users and can satisfy the needs of users and the media for forwarding and publicity. Even if it does not become a huge hit, the chances of it becoming a small hit are very high. Moreover, the cost we need to pay is relatively small. Wherever there is a hot spot, there is Durex , and vice versa! A few days ago, taking advantage of the "merger of DiDi and Uber China", our Dudu was the first to throw out the old driver's routine on Weibo. He only used "DUDU taxi, the choice of old drivers" plus a picture with the text "DiDi+Uber=DUDU" to grab the limelight of DiDi and Uber and became a big hit. The Chinese Valentine's Day is approaching, and every company is gearing up to make a name for themselves on this holiday. Do you want to have a marketing event on Chinese Valentine's Day that is no less than Dudu's? The following classic marketing cases used by people in the Internet circle on various Valentine's Days (2.14, 520, Chinese Valentine's Day, etc.) in the past two years may be able to help you! 1. Tribute to classics - graphic games Representative: JD.com In various marketing events, although wonderful copywriting combined with appropriate pictures is the most common, it is rare to see a real hit like Durex. Looking at the Valentine's Day marketing events in the Internet circle in the past two years, on February 14, 2016, JD.com launched the "Five Valentine's Day Symptoms Solved in One Step" GIF poster, which caused quite a stir in the circle of friends and gained good reputation. Let’s take a look at how JD.com perfectly matches copywriting, pictures and brands! Chapter of Broken Heart——I have loved and bought before, now it’s time to start over with a new one. Subtext → Buy! Love story - raise the temperature of love by eight degrees. Method → Buy! Single Dog Chapter——Dog, who says singles only buy dog food? What this means is →In addition to dog food, you can also buy "human food"? ! two. All the essentials for Valentine's Day (flowers, chocolates, XXX, etc.) Representative: Uber While people in the capital were still queuing up and waiting for two hours just to get a glimpse of the high-end Magnum DIY ice cream that was all over their social media, Uber parked one of its orange buses a few hundred meters away from the Sanlitun Red Gallery and gave every passerby the annual "Ice Cream Day" gift - MAGNUM - for free. In fact, Uber, which is good at leveraging marketing, has more than one trick. This year's 2.14 Valentine's Day event can also give some inspiration to those of you who are planning. Classic event 1: Uber teamed up with "Jackfruit Global Shopping" to launch the "Love Must Be Put Together" event in Nanjing, trying to create an opportunity for "single people" to encounter romance. According to relevant persons in charge, Uber and Pomegranate have recruited 100 handsome men and beautiful women in Nanjing as "messengers of love". Between 14:00 and 17:00 on the day of the event, as long as users use Uber to carpool and find a "messenger of love", they can get Valentine's Day gifts, including roses, "White Lover" chocolate cookies, etc. Classic activity 2: Join hands with luxury brand Dior. The activity content is as follows: Classic Activity 3: Join forces with Durex’s competitor Okamoto to play the “One-click love, I love this set” game. The slogan "Ride in the car you love, do what you love" is very personal and associative, making it very memorable. three. Play H5 Representative: Love Sharing The word "H5", which is simplified from HTML5, gradually came into our view in the second half of 2014 with the help of WeChat, a mobile social platform. The promotional power of H5 pages is obvious to all. If used well, the communication effect will be very good. On February 14 this year, when couples were about to start their dog-torturing mode, singles launched a vigorous counterattack with an H5 for making marriage certificates launched by the "Love Sharing" App, and successfully occupied the Moments, Weibo, and QQ Space. To see how popular this H5 - Fake Marriage Certificate Generator is, let's take a look at the data below: According to statistics, the number of marriage certificates generated on that day exceeded 10 million, with 1 million new fans and 4 million Weibo searches, ranking second on the hot search list. There were more than 30,000 people online at the same time per second. Even "Empress Hua" Jiang Xin posted her "marriage certificate" on Weibo. Four. Let content and products collaborate deeply Representative: LeTV In November 2015, LeTV's super phone Le 1s was launched. On December 13, "The Rise of Phoenixes" was released and broadcast by LeTV. Since then, the super IP + super mobile phone combination was born, and LeTV's super mobile phone Le 1s is also considered by the industry to be the world's first ecological mobile phone deeply customized for online dramas. While the popularity of "Go Princess Go" has not faded, LeTV launched its Valentine's Day killer product at 12 noon on Valentine's Day: Le 1s Crown Princess version. Users can watch the third version of "Go Princess Go" finale on their mobile phones. From this move, it is not difficult to see that LeTV is trying to deeply coordinate content with its own product terminals, integrate the content ecosystem, and form a powerful driving force between ecosystems at a low cost. Regardless of whether the two can ultimately succeed in leveraging each other's strengths, and whether LeTV mobile phones can become the big winner on Valentine's Day, this attempt has aroused heated discussions in the industry and among fans of "Go Princess Go". five. Holding hands at the slightest disagreement Representative: Didi, Kuaidi On the evening of February 1, 2015, the Wall Street Journal quoted people familiar with the matter as saying that mobile taxi-hailing apps Kuaidi Dache and Didi Dache are in talks about a merger. Unexpectedly, on the morning of February 14, Didi and Kuaidi really showed their love - Didi and Kuaidi merged, and the new company after the merger will adopt a joint CEO system. Didi Dache CEO Cheng Wei and Kuaidi CEO Lu Chuanwei will serve as joint CEOs at the same time. It is reported that the negotiations between the two parties started on January 21, and the internal project was code-named "Valentine's Day Project." When the negotiations began, both parties thought it was like a marriage and a relationship. The reason for announcing it on Valentine's Day was to give users and drivers a surprise. Indeed, choosing to show affection on Valentine's Day really gave users and drivers a big surprise and caused heated discussions in society. On the occasion of Didi and Kuaidi's "one-year anniversary of their relationship", Didi Chuxing also used this "joke" and posted the following content on its official Weibo account: "How can love last without going through the ups and downs together?" to commemorate the one-year anniversary of Didi and Kuaidi. Editor's note: Of course, the merger of Didi and Kuaidi is an exception. The timing of their merger happened just before Valentine's Day. However, the willingness and intention of both companies to do things that are popular with the public are worth learning from. six. Get close to your friends on WeChat Representative: Jiayuan.com In addition to online promotion and offline marketing , advertising has also become a marketing method, and among them, the momentum of mobile terminals is the strongest. In addition to being placed on major apps after precisely targeting users, WeChat Moments ads have also become a hot topic among businesses. On Valentine's Day, February 14 this year, Jiayuan.com held an event on WeChat Moments called "Action-oriented, brave love, make an appointment on 2.14". The activity was timely and achieved quite good results. We can get a glimpse of this just from the ranking of "Century Jiayuan" in the App Store. Editor’s note: In fact, such a timely event leaves a very deep impression on users who see this promotional ad. Even if they don't have this need now, it doesn't matter, just keep the impression and maybe they will use it someday~~ seven. Otherwise, let's do a live broadcast Representative: Qihoo 360 The Internet is never short of news. Qihoo 360, a public relations leader in the industry, attracted a lot of attention on this year's Internet Valentine's Day (520) - a female employee of Qihoo 360 made the "bravest proposal", allowing hundreds of millions of netizens to witness the entire process of the proposal, and giving the 360 brand and 360 mobile phones full exposure. It is reported that Qihoo 360 had done enough preheating in advance for the marriage proposal by an employee - a "love confession letter" was posted on the 360 official website. During the proposal, the girl used the 360 N4 mobile phone to remotely control the robot on the scene to dance, and sent a ring via a drone, successfully proposing to the boy she liked. This live proposal captured the hearts of netizens. If this was a carefully planned event, its marketing technique could be described as sophisticated. Conclusion Although the above marketing methods are commonly used by everyone, the creativity among them is still worth learning. Chinese Valentine’s Day is approaching. Whether your marketing activities are to be “spoken and physical” or “heart-felt and physical”, you may wish to refer to the above cases. After all, creativity is what makes it interesting! Want to promote products and get accurate users, click: ASO optimization service Cucumber Advertising Alliance The author of this article @ ASO100 was compiled and published by (APP Top Promotion). Please indicate the author information and source when reprinting! |
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