APP Marketing Shortcut: How to Play Leverage Marketing at Zero Cost?
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This article comes from the sharing of the founder of Today’s Chicken Blood Studio: Hello everyone, I am Jixuejun. I am very happy to get together with you to share a classic course on how experts play with leverage marketing . Just like the QVOD incident that flooded our WeChat Moments today, and the previous circuit breakers, etc., there are many brands or products that are very attentive and combine their own brands with relevant hot spots to leverage the momentum. It is not easy to create momentum, hot spots are accidental, and smart people are doing marketing by leveraging the momentum. We should not think of leveraging the momentum too simply. Some people think that making posters is leveraging the momentum. Posters are the lowest level of leveraging the momentum. In this course, I will tell you that there are classifications. Don’t think that you are doing leverage marketing just by making posters, and don’t look down on leverage marketing just because others make posters. Today we will share how experts play leverage marketing. In fact, there are many points that can be connected to each other when leveraging momentum. For example, there are various hot spots in our circle of friends, including those in the entertainment industry, social hot spots, and sudden events, such as Liu Xiang's divorce, Huang Xiaoming's wedding, the Uniqlo incident, the Tianjin explosion, festivals such as the Chinese Valentine's Day, Christmas, and New Year's Day, social practices such as the release of the "New Advertising Law", and e -commerce promotion wars and shopping festivals that are very close to us. Among these various hot spots, there will always be companies that cleverly leverage momentum. In addition to leveraging our brands, companies, and products, we can also see various classic examples of leveraging momentum in other industries and fields, and we can see it very clearly in the entertainment industry. For example, some European and American stars always borrow some aspects of appearance, voice and positioning from each other. The one who is closest to us or whom we know best is Zhang Xinyu. Zhang Xinyu has been borrowing the momentum of Fan Bingbing in her development process. Since the beginning of 2015, her avatar and the jokes she told have been very similar to Fan Bingbing. In addition, many news about her in this year are inseparable from the three words Fan Bingbing, including her boyfriend and some film and television works. Before talking about the theory of leverage marketing, I would like to give a few examples of leveraging marketing. We may have to start with display. Some people may think that the examples I gave are relatively simple. In fact, when many companies communicate with me, they always wonder how public relations is linked to sales. In fact, public relations cannot be directly linked to sales, but public relations will affect the choice of a brand in the minds of users, and ultimately affect the brand's sales. It is an indirect relationship. So since we want to influence sales, let's look directly at some of the effects that can be achieved by leveraging momentum from the sales perspective. For example, flowers and chocolates are only put together in supermarkets on Valentine's Day and Christmas, because no one will go to two places to buy two products, one in the snack area and the other in the fresh food area. So put them together, leverage each other's momentum, and increase their respective sales. For example, a corkscrew would be placed in the most inconspicuous position in a store because no one would think of buying it. However, everyone who likes to drink red wine would have such a need. In this case, put the corkscrew next to the red wine and use the momentum of the red wine to increase the sales of the corkscrew. Walmart discovered from big data that the sales of beer and diapers were surprisingly consistent in quantity and sales time. Finally, the research found that some new mothers actually asked their husbands to buy diapers for their children. During the process of buying diapers, the children's fathers would buy some of their favorite things, including beer, cigarettes, etc. Now that we know this consumption inertia, we might as well put the two together to boost sales for each other. There are also many classic cases of well-known companies leveraging trends during their development process. For example, Mengniu has been doing marketing activities leveraging trends in its early stages of development, including its slogan "Learn from Yili and become the second in the dairy industry." Through long-term strategic layout and marketing communications, it gradually gained its own users and finally reached a position on par with Yili. We have become a pig, made preparations, found the opportunity, and assumed a posture that can take advantage of the situation. So what are the key points for us to get to the top? We need to make some preliminary preparations for leveraging marketing. Let’s first talk about how to become a pig? It requires accumulation of communication experience, a complete team, and strong execution capabilities. In the process of leveraging marketing, I personally think that four positions may be needed: planning, copywriting, design, and operation . Even after we have such preparation conditions, it does not mean that all pigs can fly to the sky. We need to find the wind outlet, which means some qualities of the team. What qualities do we need to have? It requires a keen sense of smell and the ability to judge hot spots, which hot spots our company can take advantage of, and from which angle we should approach in the process of taking advantage of the trend. This requires the ability to predict and judge. Finally, it is necessary to have control over hot spots. This control means preventing companies from taking advantage of the trend and running into risks. In addition to the above preparatory work for taking advantage of the momentum, we also need to learn the posture of taking advantage of the momentum. There are two different postures. This posture was proposed by Teacher Ye Maozhong. I think it is very good, so I used it directly. He proposed a four-step approach to leveraging momentum, which are to follow giants, follow celebrities, and rub against them bravely and wisely. In my simple explanation, we need to find a thick thigh and climb up along this thigh. I think the second point is a bit like that of a mistress, that is, we can hook up. We can treat hot spots as the main wife and the principal wife, and hook up with hot spots to get to the top together. We want to become the brand's scheming whore. The key points refer to some strategic ideas that we need to have in the specific process of leveraging the situation. For example, the first key point is the mediatization of the enterprise. We need to build our company into a media. In this way, you will find the feeling of leveraging the momentum to make your voice heard. Why do I say that? Because some companies still mainly issue press releases. They may often appear in front of users in their minds and think that this is the meaning of issuing press releases. I think press releases are only for brand image building. Most of their role is to become an endorsement for consumers and users when they choose products. For example, before I choose a certain product, I know nothing about the company. In that case, I might go to Baidu to search for previous news about the company and find out what its executives are doing, their product layout, etc. This will give me a certain confidence and understanding in the product, which will motivate me to learn more about the product. During this process, when I was doing marketing and public relations, some bosses once said, "I don't have much money to do new media marketing, and many public relations companies or corporate public relations departments are also very upset and penniless. How can I attract users?" Therefore, we must avoid the company becoming a media department that only knows how to publish press releases. What is a media department? We get a manuscript, write a soft article, and then go to the media to publish it. Such a relationship will definitely be constrained by the media, and soft articles themselves are no longer very popular in this era. I hope that every company will learn to take advantage of the situation to speak out actively and be expected by users. In fact, we need to make communication popular, concise and easy to accept. Long-term planning is useless for leveraging trends, such as quarterly or annual planning, because hot spots are often sudden for us, and our leveraging of hot spots is actually sporadic and an immediate response. Therefore, long-term planning is not of much use, and we must avoid following the trend when a hot spot is about to disappear. Some companies think that we don’t need to take advantage of the momentum, we need to create momentum. However, as we just mentioned, creating momentum is not easy. We do a lot of publicity and spend a lot of money on creating momentum, but it may not necessarily have a good effect. So at this time, taking advantage of the momentum is sometimes more important than creating momentum in terms of strategy. There is also the strategic nature of copywriting. Copywriting needs to be transformed and strategized. Whether from the perspective of personal career development or to make a good case of leveraging marketing , we need to strategically transform copywriting. When copywriting is added with special effects, it will have brains and strategies, and will be able to support the task of corporate new media marketing. To summarize what we have just talked about, before doing marketing through leverage, we need to do some preparation, we need to have certain professional qualities, we need to have the posture to leverage the momentum, and we also need to have some advance preparation for leveraging the momentum or some strategic considerations on leveraging the momentum. Here I would like to introduce to you a "scheming bitch" and tell you a classic case of leveraging marketing. Take Durex for example. If this product is placed prominently in supermarkets or main locations in stores, we would definitely be ashamed to buy it. In fact, it is a necessity that is not easy to market. It is usually placed together with chewing gum in supermarkets, next to the checkout counter or in a relatively remote corner. It is not like the various brands and products around us that can be heavily advertised and marketed. In fact, without new media marketing, its voice would be very small. However, through Weibo and WeChat, it is loved and accepted by the public because it can take advantage of the trend and have fun. But Durex does not lack potential customers. What it does by leveraging this trend is simply to increase user stickiness and make everyone like the brand more. This was an attempt to take advantage of the holiday trend during Christmas 2014. Our first impression on Christmas Eve was discounts, promotions, and e-commerce carnival. What was Durex thinking? It uses a double entendre, hoping that you will receive a treasure instead of a baby tonight, and then uses a picture with a small tail to quietly tell everyone the consequences of not using Durex on Christmas Eve. But if we change it to something like buy one get one free on Christmas Eve, Durex 15% off, etc., consumers' impression of it may be greatly reduced. And what does Durex do when sandstorms and haze occur? I think everyone is like me. Every time at this time, we will browse all kinds of terrifying and suffocating pictures. So what companies are generally taking advantage of this situation at this time? What I can think of is 3M masks and air purifiers. While everyone else was watching a marketing carnival in the purification industry, Durex appeared again. First, it created a very beautiful scene. No matter how bad the weather is, love remains the same. Under such circumstances, it launched its own air-type condoms. The colorful "AIR" makes people feel like they have breathed a breath of air with the color of life in a harsh environment. During festivals like Chinese Valentine's Day and Valentine's Day, we often see advertisements like this, for example, 23% off on all items during Chinese Valentine's Day. This is a promotional method that everyone can think of. Let's see what Durex did during Chinese Valentine's Day. I can give you a few examples to demonstrate. First, during the Chinese Valentine's Day, it customized a condom, like the two models placed in the box on the right, one is the Cowherd and the other is the Weaver Girl. The images of the Cowherd and the Weaver Girl were also interpreted. The Weaver Girl was roller skating and the Cowherd was riding a motorcycle. Both of them were very cool. Before the Chinese Valentine's Day, Durex changed the top picture of its Weibo to a picture of their customized condoms, highlighting the theme of this time "Happy Chinese Valentine's Day Meeting". In the marketing process, it also considered how to do cross-border marketing, and at the same time did a series of Valentine's Day marketing with Yidao Car Rental and 360. In order to allow all users who purchase its customized condoms to enjoy a complete set of Valentine's Day services, he also carried out some very thoughtful small marketing activities. What we can think of is to forward @ a few friends, and then there may be a chance to participate in a lottery. If you think about it normally, what might you win? It's just condoms, ordinary condoms. But they didn't do that. During the entire Chinese Valentine's Day process, Durex made many small products. One of them is the fan shown in the lower right corner. On one side of the fan is a picture of its theme, and on the other side is an adaptation of a Chinese Valentine's Day poem, adapted into a little pornographic joke. Everyone rushed to forward it to receive the unique little gift. On the hot event of Huang Xiaoming's wedding, its entry point is also very clever. He transformed the couple into an exclamation, and then mainly promoted its lubricant. What is the effect of Durex following hot topics and taking advantage of trends every day? It is to convey the brand's feelings and energy to potential users over and over again, and to strengthen the choices of existing users over and over again. In addition to the above cases, when it speaks out on various hot topics, many people are expecting it to do some creative marketing. For example, the marketing that King Guo and his wife did when the internet celebrity economy came, and the “it’s all about temperament” slogan, as well as the corresponding marketing that they did on the Victoria’s Secret stage. We have talked about some basic content above, and we have also experienced several classic cases. Next, I will tell you about the most important part, which is the practice of the Heart Sutra by the scheming bitch. Many times we are faced with such a situation: others have already taken advantage of the situation, and Weibo and Moments have once again exposed the hot topics. It is like we are standing on the shoulders of giants and looking down at the carnival fans. Then what should we do? I have organized and summarized the leveraging of momentum in a relatively comprehensive manner, and classified it according to the leveraging method, leveraging scope, dissemination time, and expression form. There are also twelve major secrets among them. These twelve major secrets are the core principles of leveraging marketing that the masters we are going to talk about today possess. According to the way of leveraging, there are two types: following type and superposition type. From the literal meaning, we can feel that following means playing along with the hot spots, which is relatively passive, while superposition is to take it to the next level and take advantage of the momentum, stepping on the original hot spots and the momentum created by others, so that the content you create surpasses them, or highlights your own connotation. I divide the follow-up leveraging into three different types, one of which is cheering. Cheating is a very representative way of following. It is often because a certain brand issues a declaration of war to the entire industry and provokes its brother brands. Here I can give you a very classic example. You can see at a glance what kind of form of booing is and how to use the booing method for marketing. The e-commerce war first originated in 2012, and the example I gave was the e-commerce war in 2013, because at that time my team and I were working for Suning.com’s new media marketing services. At 8 p.m. on May 31 of that year, our team monitored that JD.com issued a declaration of war through its official Weibo. As everyone knows, "618" is JD.com's store anniversary. In fact, JD.com has started warming up more than a month in advance. Other e-commerce companies are also unwilling to be left out. After JD.com issued a declaration of war, our team immediately released a poster for Suning.com that read "Don't panic, go to bed early, see you tomorrow", because we think that all e-commerce companies will have promotions in June, so JD.com, don't say how good you are first. As you can see, in this e-commerce war, the overall copy is basically in the same format, with a shout at the beginning, complaints about the other party in the middle, and a confession of oneself at the end. The entire poster includes the logo, mascot, and promotional information. What I actually want to talk to you about is the one from Tmall . When we compiled the posters, we found that Tmall did not actually respond to the letter of challenge. That is to say, there are two possibilities for this letter of challenge. One possibility is that Tmall issued it through a small account, and the other possibility is that it was done by an enthusiastic netizen. However, after our research and analysis, we found that it is not very likely that a small account did this, because that account does not usually have a certain level of attention and has no meaning. We can see that if it is made by enthusiastic netizens, they can feel that leveraging the trend brings a unique joy to users. They will even take the initiative to help just to make the trend more lively, and they will make some contributions and creativity for their favorite brands and products to make up for the shortcoming that their favorite brands did not speak out immediately during the trend. When we think of dressing, we will definitely think of props. Products, as the best props, appear in the trend and will deepen the user's impression. For example, in the entertainment industry, when Huang Xiaoming and baby got their marriage certificate, or Fan Bingbing and Li Chen got together, they just posted a picture and said two words and it triggered a craze among people. When a hot topic comes, everyone will definitely think of Wang Feng. If there is a hot spot, we still have to see how the brand does it. The first photo shows Fan Bingbing in Cannes, with Tmall’s cartoon image making a strong appearance. We know that whether it is a film festival or a fashion week, the most expressive things are photos and pictures, because everyone will wear gorgeous clothes and dress up beautifully during this process, and what people pay the most attention to during this process are her makeup, clothes, accessories, and jewelry. Therefore, Tmall’s implantation of photos is also a very good way to leverage the momentum of Fashion Week and the Cannes Film Festival. This picture is about "us". I personally like this marketing campaign of Dongfeng Citroen. The words, pictures and harmonics are all on point and it is unforgettable after reading it. Durex is the undisputed master of leveraging the trend. Whether it is customized condoms or air condoms, its posters will definitely be seen wherever new products can be exposed. Following the trend will lead to a common mistake we make, that is, mindless trend taking. For example, some of the companies I have contacted said that they also took advantage of the trend and followed the hot spots, but if you look closely at their posters or their copywriting that took advantage of the trend, there was actually no more brand display or product exposure. It is possible that they just took advantage of the trend for the sake of taking advantage of the trend, and just to complete the task for the sake of completing the task. In this picture, we can see some posters used by major brands to leverage the power of "Avengers 2". We can see that on the far left there are some car companies that have matched themselves with the heroes of "Avengers 2". Apart from combining the different colors of cars with the main colors of the characters, I personally can't see any highlights of these car companies. Let’s take a look at the Pulse on the right. It seems that the production level of the poster is one level higher than that on the left. The background and feeling are closely related to "Avengers 2". However, the only thing that is unrelated is these six bottles of drinks. What does the Hulk have to do with this flavor of Pulse? Or do these six pulses really have this heroic quality? Anyway, I didn't see it. Finally, let’s take a look at the surprise that Coca-Cola brings us. It is in the center of the picture. There are a bunch of big names, each with their own unique skills. In the dark scene, they seem to be ready to make a move, ready to move. Next, let’s talk about the superimposed leverage. The hot spots themselves are limited in terms of cycle, vitality and popularity, just like Fan Bingbing and Li Chen’s “We”. Who would mention this today? Therefore, it is meaningful for brands to use it for their own benefit and extend the life of hot spots to a certain extent. Hot topics and news events are not just stepping stones for us. Through them, if we just raise our feet and stretch our hands, we may be able to get the highest apple and gain the attention of users. In the process of superposition, extension and depth are the most powerful places to leverage the momentum, and they are also the key points that can enable brands to gain more benefits among the twelve ways of leveraging that I mentioned. This is what I told you at the beginning. We should not take leveraging momentum lightly. The difficulty of leveraging momentum lies in the superimposed leverage. Let’s take a look at a heartfelt marketing campaign, a case of superimposed marketing. Last year at the media day of the Beijing International Auto Show, the winner of the day was the Haze Star, a somewhat ugly purifier worn on the nose. We can think about a question, what is the relationship between the auto show and this nasal purifier? In fact, it takes advantage of social trends and time nodes. Previously, the director of the Beijing Municipal Environmental Protection Bureau pointed out that Beijing's PM2.5 mainly comes from automobile exhaust, so the Haze Star People joined hands with students from the Agricultural University on the day of the Beijing International Auto Show media day, and held an environmental protection advocacy event wearing Haze Star People, calling on citizens to start with themselves, reject large-displacement vehicles, and support public transportation and green excellence. Many people participated in the event enthusiastically because everyone is very interested in purifiers and nasal purifiers. How much effect can this thing have? What benefits can it bring to alleviate the body's response to smog? So it will get everyone's attention as soon as it appears. The second is that it received a lot of media attention on the day of the Beijing Auto Show. It is said that fifty media reported on the event on the media day, and the hot word they promoted, "Reject Large Displacement", also received a lot of reposts on Sina Weibo . After that, the people of Haze Star struck while the iron was hot and launched the first truth-seeking experiment on April 25. Does the larger the displacement, the higher the PM2.5 content in the exhaust gas? It used authoritative media to let more people understand the relationship between large displacement and pollution, thereby indirectly enhancing consumers' trust in their brand. Next, we will divide it according to the scope of leverage, into industry leverage and cross-industry leverage. Everyone can understand the literal meaning of "taking advantage of the industry" is that I only care about the hot spots and affairs of this industry, and I don't care about other external affairs. When Jeep sponsored Li Zongsheng's concert, they launched a series of posters that everyone has a Jeep in their heart. The double entendre made a bad comment on Volkswagen, BMW and Mercedes-Benz. In the process, the Jeep body became popular and major car companies joined the battle. It seemed that the quarrel among a few car companies turned into a carnival in the car industry in an instant. From the summary of the posters, I see a lot of problems. Where did the tire brands go? Where have the safety seat brands gone? We can see from the posters that these cars are driving outdoors and even in extreme environments, so where are the outdoor product brands? Okay, we can make some more jokes. Where did the car insurance brand go? From the summary of various posters, we can see that during the outbreak of this hot spot, only car companies were having fun, while other related peripheral products and brands did not speak out, and they may have lost an opportunity to showcase themselves in front of the public. Therefore, I advocate that when we engage in marketing through leveraging trends, we should transcend our own industry. We should not only keep a close eye on the competitors that we often focus on, but also learn to cross boundaries. The hot spots of this era will not be unrelated to us. Everyone is in an environment of information explosion and information overload. If you don't speak up, no one will even look at you. Let's take an example. It is difficult for Wang Feng to make headlines when various hot topics break out. Some time ago, his wife Zhang Ziyi gave birth to a child, but it was Zhang Ziyi who made the headlines, and Wang Feng did not make the headlines. The only time he made the headlines was in 2015 when he proposed to Zhang Ziyi. During the proposal process, he found that something also became popular, that is, the Dajiang drone. Dajiang took advantage of Wang Feng's momentum to do some publicity, that is, don't think that drones can only be used for aerial photography, we can also do other things. For example, Huabei, Alipay’s credit consumption tool , also took advantage of public attention and purchasing demand through its posters. According to the time of transmission, taking advantage of the situation can be divided into taking advantage of long-term trends and taking advantage of short-term trends. The so-called long and short refers to the life cycle of momentum. This classification is actually most applicable to the period during which a movie is released, when brands carry out planned and rhythmic marketing around the movie. As you all know, when "Fast & Furious 7" was released, there was a hot joke, which was "After watching Furious 7, go to Furious 8". Many people said that this was a great opportunity for Super 8 Hotel to take advantage of the momentum, but apart from making a picture on their official Weibo, they didn't do anything else, which is a pity. But they still have a chance, why do I say that? Because if the "Fast and Furious" series is going to make Fast 8, then before Fast 8 is released, it can actually become a publicity force for Super 8 Hotel. This is what is called taking advantage of growth momentum. For example, their filming cycle is two to three years. During this process, Furious 8 can mention that a senior official of Furious 8 became a passerby in the "Fast and Furious" series, and created some sparks with the heroine, etc., or they can have product placement in the middle of this process. We can say a lot and make many marketing points, so this is taking advantage of growth. Finally, we will talk about the six major forms of expression. Here we directly interpret them into 72 changes of taking advantage of the situation. Now let’s look at the text form. What annoys and scares advertisers the most is the rise of joke tellers. In the text form, jokes have become a bridge to build tacit understanding between brands and consumers. For example, in the use of condoms, there are four major dissemination points that we can play with. The first is product placement, Xiaoming uses dialogue, baby uses double entendres, and finally the question is cleverly inserted. How are ChaCha melon seeds made? It leverages the power of memory , uses widescreen bilingual narration film photos to highlight the immediacy of the film, and uses familiar movie lines to place this very simple snack, Cha Cha, in various stories, fully personalizing the brand. The picture method is a naked way to take advantage of the situation and add advertising. There are several elements that can appear in the picture, including products, logos, mascots, and some other elements of the brand. These elements need to be used alone, in combination, or all of them depending on the content. For example, McDonald’s Ma Ma Black, its color coincides with the concept of turning off lights on World Earth Day. Except for the logo, it is all gray and black. Not only is the brand interesting, but the product also has a unique public welfare love. Mayu also emphasizes the concept of communication during World Book Day. For example, you can see the emphasis on the environment in the picture, the Mayu logo, its mascot, and its atmosphere. The so-called beautiful woman's motto may not be "I have little education, don't lie to me." Why should I separate the poster from the picture? Because the two are not actually the same thing. The picture has a certain degree of initiative, and it has no entity in leveraging the momentum, but the poster is actually an imitation show. The poster can best feel the new media characteristics of everyone's unwillingness to be lonely and unconventional. So when Ctrip was paralyzed, it became an image of "one side in trouble, all sides give thumbs up". Everyone used Ctrip's problematic webpage as a template and started a crazy imitation show. The Cangmai style on the right side of the picture is a poster that all major brands can't help but reveal. As you can see from Ctrip, there are some creative design elements in it. The Cangmai style can probably be made using Meitu XiuXiu . I made ten at once, and the time for leveraging the momentum was shortened from thirty minutes to three minutes. The above-mentioned videos are indeed difficult to operate, but in the face of a hurricane-like hype, it is absolutely worthwhile to spend some time and money on it. Compared with leveraging the momentum of the main body, it is still a process of making a small investment for a big gain. For example, at the O2O Shopping Festival two years ago, it was actually a festival event launched by Suning.com itself, taking advantage of the " Double Eleven " event. We shot a video during the festival event. At that time, its spokesperson was still Wu Mochou. In this video, both the lines and some elements were actually taking advantage of the "Double Eleven". For example, he can accompany me for four days and four nights, and you can only accompany me for one day and one night. That must be referring to Suning.com's four-day and four-night promotion and the "Double Eleven" day. In addition, a black cat appeared in the video, including Wu Mochou pushing the black cat under the table, etc., which is actually a kind of leverage. Wanglaoji took advantage of "A Bite of China 2" and started with spicy food and getting a sore throat to showcase the culture of herbal tea and the Wanglaoji brand. The timing of its release was also very deliberate. It released its own set of advertising videos a few hours before the release of "A Bite of China 2". Because everyone was watching and wanted to watch the new episode of "A Bite of China 2", everyone became a follower of Wanglaoji, which quickly attracted the attention and heated discussion of the media and netizens. During the process of leveraging the momentum, some people also asked me, what should I do if I just want to combine hot topics to do promotions and I don’t just want to make my presence felt? We have to mention Didi Taxi. They sleep later than dogs, get up earlier than chickens, work harder than donkeys, and eat worse than pigs. This is the true portrayal of all overtime workers. How can they be saved? Didi Taxi launched a promotion that affected all those who worked overtime, offering coupons for special cars. However, some new problems also emerged. For example, I live in Yanjiao and work in Zhongguancun. Even if Didi reimburses me for the round-trip fare, I still cannot go home. I can go home after work at two or three o'clock and then go to work again. I just need to travel back and forth and don't need to sleep. So Baidu Map's activity took advantage of the situation and if you work overtime until two or three o'clock, don't go home. I will give you a 50-yuan hotel voucher and you can have a good rest. During this process, not only brands like Baidu Maps can take advantage of the opportunity, but also some brands and products that focus on health and diet. For example, Nature's Bounty's idea is this: people who work overtime look pale and thin mostly because they don't eat well, and their dinner is mostly the sour and refreshing choice of 2.3 billion people. How can the revolution continue if their health is not protected? So under the overtime buildings listed by Didi Taxi, Nature's Bounty gave away a gift of health. The pictures above are some scenes of their offline activities . Finally, let’s take a look at leveraging festivals. For example, on World Book Day, what kind of brand can leverage this festival? Maybe what I would think of is Dangdang, JD Books or a certain publishing house. Will there be anything else? I was surprised by Durex. It uses books to tell stories, but everything is closely related to condoms. These six words, three fonts, and two writing methods play with the connotation and let everyone feel the humor and a story related to condoms. The font of the first book is firm and full of confidence. The blank page in front symbolizes the previous life. Although it seems pale because there is no girlfriend, it will definitely be a happy chapter from now on. The font of the second book is large and heavy, and I was in a very bad mood when I wrote it. The back page is blank, which implies that there will be more shocks and troubles in the days to come. All the emotions are expressed in one picture. The font of the third book is thin and weak. It feels that the words spoken are not full of confidence, but empty and powerless. The blank page at the end implies that life is still in fantasy. These three pictures bring out a truth in the name of Durex. What is it? Whether you are about to get married or already have a girlfriend, whether you are happy or depressed now, please don’t forget to wear a condom, otherwise there may be more uncertainties and shocks coming quietly. Dangdang is here, let’s see if it is blatantly promoting books. This set of pictures is of high quality and profound connotation, with five communication points: logo, allegorical picture, joke, text diversion, and promotional activities in French, allowing people who are now staring at their mobile phones to look up and think about their own lives. The last picture also has some traffic diversion. On that day, Dangdang also launched a 432-item free reading. After talking about lifestyle and reading feelings, Dangdang.com was like an experienced hunter, laying out a large promotional net for all readers. From this picture, you can see that it has a 432 free reading. Each page you open is a large picture with some text display. In fact, its activities are also very attractive, so whether in terms of sentiment or activities, there is a process of mutual echo. On the same day, Wanda Group also produced a series of demon-conquering pictures, which showed an entertaining and funny side in addition to the business rationality. The vivid images and colors made people feel strongly involved in their own demon attributes. But what is the only drawback? We can see that there are many marketing points in the picture, including name, interpretation, cartoon, and event promotion, but I think these four points are enough. The extra point is the line of small words below. Why is it useless? The first point is that no one watches it, the second point is that no one can see it, the third point is that the picture has a heavy feeling, and the fourth point is that when the whole nation is against chicken soup, let’s not talk about chicken soup anymore, right? The most pitiful thing about the day's marketing was Renren. The originally interesting set of Q&A questions actually had only three comments. There were three comments under its Weibo. I read its question setting, and there were not many problems in terms of idea planning and problem setting, but I don't know if you have seen the biggest mistake. In French, we just mentioned two of them. There is an activity in French. Whether it is a lottery or an activity, it will at least attract everyone's attention and truly participate in the event. However, Renren's French has no activity, no @好大全, and there is no prize if you answered. If this happens, what does it feel like to netizens? Are you playing with me? I won't participate in such an event. We take advantage of the situation to carry out activities, whether it is posters or copywriting, or what kind of posters or copywriting we are talking about, but we must take the interests of users first. At the end of this sharing, I would like to provide you with a warm reminder. When I was doing this course, when I got this book, I found that whether it was building momentum or leveraging the momentum, it was a great subject and could not be explained clearly by a theoretical course. In this book, I found four very interesting sentences. Let's focus on the last sentence, which is to only talk about the use of momentum, which may bring disaster. That is what I want to give you the key to you. When right and wrong are difficult to argue and there is a crisis, please take advantage of the situation carefully. For example, there was a hot incident before when a female driver in Chengdu was beaten. When this news came out, many car companies were following the trend and applying and matching their brand logos, promotional slogans and related matters. However, we can see that many comments under these Weibo or content that are taking advantage of the trend are negative. So I would like to instruct you that what we need to do more is to negative principles and cherish the brand, because we have been doing brand communication for a long time, and the basis of brand communication is hard-won. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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