What’s the advantage of Durex’s operating model?

"A bit of a gentleman, a bit of a naughty boy, someone who understands life and knows how to have fun, just like a gentleman in a nightclub." This is the highest evaluation our operators give to the Durex operation team.

Durex is a leader in copywriting and new media operations. Its products can stimulate people's emotional intelligence and arouse their nerves, and are highly sought after by young consumers.

Durex's operations, whether new media operations or brand operations, all well illustrate the brand concept of "approachable and accessible".

This sounds easy and simple, but it is actually the most complicated and triggers consumers' nerves. Through the integration of large amounts of data surveys and data resources, the copywriting is brought to the extreme, played in a naughty and interesting way, and stimulating visually. This is the key to the success of Durex's operations.

From an operational perspective, when mentioning Durex, one will naturally think of Jiang Xiaobai, because the brands currently operated by these two teams have the greatest consumer effect.

In simple terms, it is:

Durex is an active attraction, which means that readers can quickly spread the message in a secondary way.

Jiang Xiaobai's approach is passive attraction, that is, it attracts readers through its own copywriting marketing effects, which makes it difficult to generate secondary dissemination.

Durex Advertising

Jiang Xiaobai Advertising

1. Why is Durex considered an active attraction?

1. Six elements of fast-moving consumer goods operation:

Product power, channel power, image power, communication power, promotion power and visual power.

The reason why Durex has the most attractive and amusing copywriting is due to the operation team's in-depth research on these six elements.

From the perspective of consumers, "brand pursued by the public" and "user emotional loyalty" are the goals that operators want to achieve.

The core of creating this purpose is to maintain consumers' freshness and image of the brand. Secondly, Durex is a product for both sexes, which has the effect of stimulating people's nerves.

2. Optimize visual effects + deepen copywriting

The core of group consumer advocates for any product is:

I accept this

This is what I need

This thing is fresh and fun

The Durex team habitually creates visual effects in two directions to attract consumers:

As for the operation direction, more emphasis is placed on hot copywriting, research on real-time hot news, and combining the product's own selling points to create hot spots.

Use animated gifs and picture copy to explain and deepen the connotation of the text, build public interest, and create content that teases and teases consumers.

Durex usually uses comics + animated images to create hot topics and public opinion. This is its usual operating method.

Therefore, many advertising operators and designers like to use this kind of thinking to take advantage of the popularity. In fact, it is the same reason why Su Daqiang's comics became popular.

3. Chat-style self-media operation model

The chat-style interaction currently adopted by public accounts and Weibo’s emotional operating accounts is the companionship-style operation first pioneered by the Durex team.

With real responses from users, the conversation is not only humorous and interesting, but also keeps users active and makes them feel "interested".

This model requires a lot of time to maintain and build an audience base, and it is very challenging for operators. At the same time, the improvement required after reaching a certain foundation is also a further exploration.

The reason why Durex's brand operation can be deeply rooted in people's hearts is that it relies mostly on self-media operations to produce copywriting to gain attention.

The most interesting thing about Durex's WeChat account is its welfare activities. For every new product launched, ten lucky respondents will be selected through Durex's WeChat background to win a mysterious magic prize. As for what the grand prize is, it will generally satisfy the respondents.

In other words, it seems like an ordinary WeChat welfare activity, but after being tweeted on Durex’s official account, it can have over ten thousand readings and backend replies?

Because Durex’s preferred mode of operation is still “social media”, that is, interacting with users, achieving an emotional understanding, building up its own community of fans, and then using this foundation to spread the effect of the product brand, that is, the company’s social media interactive consumers.

2. What Durex and Jiang Xiaobai have in common

What Durex and Jiang Xiaobai habitually do is content marketing, which is also the core idea of ​​the operator and the ultimate goal of the self-media operator.

The so-called content marketing is to share content in various forms to convey relevant or brand-related information to users.

Content marketing is applicable to all media channels and platforms.

For content to create secondary dissemination, a certain foundation and ability are required, and the carriers such as text, pictures, and video operation mechanisms should be used to fully convey the visual effects to users and arouse their interest.

3. Why does Jiang Xiaobai operate passively?

Let’s go back to Jiang Xiaobai’s brand operation. We mentioned earlier that Jiang Xiaobai’s operation is passive. Why do we say that?

Because some of Jiang Xiaobai's product attributes are those of fast-moving consumer goods, and the most important thing is that Jiang Xiaobai's operation is to build a bridge of communication with consumers through emotional copywriting.

That is to use consumers' emotions to promote products, so consumers generally choose to accept it passively.

Because it requires a "common topic" between good copywriting and consumers' inner emotions.

The most typical feature of Jiang Xiaobai is the copywriting design on the bottle and the operation and sales of personalized customized patterns.

Jiang Xiaobai is a traditional industry, but it operates as a marketing company with creative ideas, which is one of the main reasons why it was quickly accepted by the public.

Integrating corporate innovative operations into social media, breaking the traditional single operational thinking, making Jiang Xiaobai a new banner in the wine industry, and being more willing to generate emotional brand logic with users.

4. Things to note when doing content marketing operations

1. Operate from the perspective of brand positioning

Material determines consciousness. What consumers ultimately return to is the practicality of your product, which cannot be imitated or copied using the so-called IOD model.

If you want users to experience valuable products and content, you should start from the attributes of the products, rather than relying solely on operational means to achieve marketing effects, because such effects are unsustainable and may even cause loss of the image of the product attributes.

Jiang Xiaobai became popular at the beginning. Many people tried this wine, but it was criticized everywhere. The final solution was for users to try drinking it themselves by mixing "Jiang Xiaobai with Sprite" or "Jiang Xiaobai with Red Bull". Jiang Xiaobai successfully survived the crisis.

2. Reasonable operation of UGC content

UGC refers to user-generated content, which emerged along with the concept of Web 2.0, which promotes personalization as its main feature.

It is not a specific service, but a new way for users to use the Internet, that is, from focusing on downloading to focusing on both downloading and uploading.

From the perspective of operational strategy, the approach is to increase interactivity through daily content promotion rather than one-way content indoctrination and dissemination.

Because it cannot achieve the effect of secondary dissemination, the brand can better understand user needs through interaction, and users providing more UGC content to the brand can also help the brand improve its own content. This is also enough for Durex to demonstrate the advantages of WeChat marketing in brand operation.

UGC is somewhat similar to community operation, but it is different from community operation. Community operation is a group with defined attributes, while UGC determines the attributes within the group. The two are exactly opposite.

In summary:

Operations are explored and practiced step by step, and the core goal is to satisfy users.

If you want to stand out and create new effects in a complex and diverse competitive environment, you need to continuously integrate resources, optimize data, and execute activities.

Only in this way can we carry out operations that serve users and are effective.

Source: Operation Gongju Xiaoleilei (gongjulei)