Integrated marketing practice analysis!

Integrated marketing is not a tactic, it is a strategy. It can also be said that it is a marketing concept.

The basis of integrated marketing is "omnichannel marketing", "multi-channel marketing" and "cross-channel marketing", which emphasizes the consistency (no interference with each other), complementarity (having a common focus) and continuity (no interruption) among different channels (social media, direct sales, advertising, activities, etc.).

The logic behind integrated marketing is:

【1】Consumers cannot be limited to a single channel. Today’s consumers can passively or actively obtain information from a variety of channels at any time and in any place.

【2】Therefore, it is necessary to transmit information to potential target objects through a variety of channels.

[3] If the same information is copied on multiple different channels, it is a simple "mass marketing" approach (flooding approach). This information may not match the characteristics of the various channels themselves. For example, the receiving scenarios of each channel are obviously different. Ideally, the information of each channel should match the corresponding scenario. The large billboards on the walls on both sides of the subway passage and the large billboards in the waiting room of the train station are all large billboards, but there is a big difference between the people in the subway passage and the people in the waiting room of the train station. The information on the two billboards should also be obviously different.

【4】For the same marketing theme of the same brand, the information in different channels should be different, but it should not be without focus. Therefore, there should be a connection between different channels!

This is what integrated marketing means in layman's terms (not the same as research style!)

If the "integration" of integrated marketing activities is effective, consumers can quickly recognize the brand's information no matter which channel they use, and use it to quickly recall the relevant information they have been exposed to before, thereby strengthening brand awareness and obtaining a consistent brand experience. The information from different channels is different, and can also build a more comprehensive and three-dimensional picture.

Therefore, there should be a certain "integration point" between different channels of integrated marketing. This integration point runs across different channels, helping consumers to quickly identify and recall it. This integration point can be consistent colors, consistent page layout, consistent visual materials, or a consistent slogan.

According to this simplest logic, integrated marketing is actually everywhere. After all, many marketing links are consistent in one or several aspects.

However, the key to integrated marketing is:

The integration point between different channels must be the key meaning or image that the brand is trying to construct within a certain period of time. If the integration point is not chosen well, it will be out of place, and the more it is integrated, the worse it will be.

Therefore, the key points of integrated marketing planning are:

Strategically select identified integration points.

Once the integration points are determined, it can still be “integrated” even if it is completed by different planning and creative agencies.

Integrated marketing campaigns can be launched from any point. For example: you can start with one advertisement and expand to other channels, or you can start with one event and then expand.

The advantages of integrated marketing include: it can guide the public to participate more deeply, it can convey information to potential consumers through various touch points, and of course it can better combine and use all emerging media channels.

When a new channel is born, there will always be a lot of people celebrating: a new era has arrived and the old things should step down. From the perspective of integrated marketing, integration should be carried out rather than simple replacement.

However, the disadvantages of integrated marketing are also obvious: comparatively speaking, it requires more energy and budget.

Therefore, probably only big brands will use true integrated marketing.

The most common way we "integrate" colors is often like this:

Post videos on video channels and post “screenshots” from the videos on print channels.

For example, the “yellow pants” video of Meituan’s errand boy that is currently being screened in major “elevator theaters”. In other print channels, only “screenshots” of the video are displayed.

In fact, the investment in this set of "yellow pants" is very high, after all, it requires very advanced animation technology.

Old Spice: 10 years of consistent "Mustafa advertising"

Old Spice is an American brand of men's grooming products.

In February 2010, Old Spice released an advertisement called "The Man Your Man Could Smell Like", which launched an integrated marketing campaign called "Smell Like a Man".

This ad was the starting point of this campaign. The ad features Isaiah Amir Mustafa, who is described as the "Old Spice man". Mustafa also gained great fame because of this.

Mustafa was born in 1974. He is a former American football wide receiver and later became an actor.

Mustafa's searches on Google reached a climax in July 2017.

The uptick coincides with Google search trends for "Old Spice."

As of August 25, 2021, this ad has received 59,849,176 word views.

Subsequently, the "Old Spice Man" advertisements continued to be released. The creators of this series of content are Wieden+Kennedy from Portland, USA. We will refer to this series of ads collectively as the “Mustafa ads.”

In July 2011, Mustafa claimed to be on leave, and the series of commercials starred other NFL players instead.

During the Christmas season in December 2011, Mustafa claimed to have returned and released 12 Christmas advertisements at one time, claiming to send gifts to the 7 billion people on earth.

On January 22, 2020, Mustafa returned again and released a series of advertisements "Smell Like Your Own Man, Man".

From 2010 to 2020, Veco Creative in Portland, USA, completed a total of more than 30 "Mustafa ads" (including 12 Christmas ads in 2011).

With so many "Mustafa advertisements", Old Spice's "Mustafa integration point" (Mustafa + character status) has been clarified to an unparalleled degree.

Other advertising agencies also got involved in this process. For example, in December 2013, Old Spice released "Gentle Man Hunt", the idea of ​​which came from Leo Burnett in London, England. This ad, while not from Waco, maintains the same style and characters.

Please see the classic "Mustafa advertisement" below (spanning 2010-2020):

After the first ad was released in 2011, Veco encouraged consumers to interact with the "Old Spice Man" through social platforms. The response videos of this "Old Spice Man" are of a unified style: Mustafa is in the same state standing in the shower scene in the advertisement. These videos are released through various channels such as Twitter and YouTube.

Between July 12 and 15, 2010, Veco posted more than 200 video responses from Mustafa. As of August 25, 2021, there are 19 response videos on the Old Spice channel on YouTube with more than 1 million views.

The video with the highest number of views surpassed Obama’s victory speech in 24 hours. This shows that these response videos have also received widespread attention.

Below are the top 4 responses with over 2 million views:

Not only video ads and response videos, but also print ads in this process.

In June 2011, Old Spice released three print ads using metaphors, the creative ideas also came from Waco in Portland, USA.

There are two things that unite all of these ads and the Old Spice response video: Old Spice Man Mustafa and the same style. There is a third integration point for all videos: the simple audio LOGO that is always at the end of the video.

The campaign was said to be very successful, increasing sales by 55% within three months, and by the fourth month of the campaign, sales had jumped by 107%. None of these data can be simply and directly attributed to this campaign, but it is at least certain that this campaign has had a powerful impact.

Pepsi: The logo color that runs through everything

Pepsi-Cola uses the colors of the Pepsi logo throughout its many marketing channels, bringing together various phenomena in life into the world of Pepsi-Cola's meaning.

In November 2007, Pepsi released three advertisements named "Surfing", "Skiing" and "Rock Climbing". The creativity came from BBDO in Düsseldorf, Germany.

In April 2013, PepsiCo released three advertisements called "Iconic Refreshment", the creative ideas came from BBDO in Düsseldorf, Germany. These three ads use metaphors, based on color, to compare the Pepsi logo to blood vessels.

In July 2017, Pepsi released three advertisements named "Breakdance", "Parkour" and "Skateboard", and the creativity also came from BBDO in Düsseldorf, Germany. The three ads are also based on color, comparing the Pepsi logo to the attire of three types of extreme sports athletes.

In May 2018, Pepsi released five advertisements, named: "Windsurfing", "Diving", "Skydiving", "Skiing" and "Kayaking". The creative ideas came from BBDO in Bogota, Colombia.

These five ads come from different creative agencies, but they all use metaphors and are based on the colors of the logo, thus maintaining strong recognition.

Not only advertisements, but also some activities organized by PepsiCo also focus on the color of the LOGO.

For example, in June 2014, PepsiCo launched an event called "Real Big Summer" on the Jersey Shore in the United States, where people played a giant claw machine game. The colors of Pepsi's LOGO were all over the scene.

Before the New Year in December 2014, Pepsi used color explosion to bring people joy in advance, so it launched the "Chain Reaction" project, which was planned by BBDO in London, UK. Pepsi used 2014 mousetraps and 2015 ping-pong balls in three colors (the three colors of the Pepsi logo). The planning took three months, and the final "explosion" lasted only 15 seconds.

Author: Big Marketing

Source: Big Marketing