Taking advantage of the momentum of "Ode to Joy 2", why is JD.com the only one to dominate the screen?

I know that half of my advertising dollars are wasted; the problem is I don't know which half. -- John Wanamaker

This is a famous saying by John Wanamaker, the father of American department stores. It is widely circulated in advertising and marketing and business owner circles because it hits the pain points in their hearts. Whether to invest in advertising or not is a problem. If you invest, it may be a huge waste of money. If you don't invest, the brand will be difficult to detonate and sales will be hindered.

In the mobile Internet communication environment with massive information, fragmented media and dispersed audiences, the "Wanamaker waste rate" in advertising communication is still rising. Therefore, in the new media environment, in order to ensure the effectiveness of communication, advertisers must change their traditional thinking - how to cleverly integrate hot events, celebrity effects, advertising , and social media will be a new issue facing all advertisers.

Recently, " Ode to Joy 2 " was released. As a popular IP, many brands are gearing up to take advantage of the opportunity - hoping to improve their own advertising effectiveness through the IP effect. After learning about most of the cases, I think only JD.com’s Daojia approach is relatively clever. It focuses on the theme of “delivering joy to your home” and integrates elements such as IP, spokespersons, traditional advertising channels , and social media. Its communication logic is clear, its rhythm is appropriate, and it is cautious in every step. It is worthy of our reference.

Review: From offline to online, clever connection and careful progress

It is understood that the core of JD.com 's communication this time is to further enhance its brand awareness in first-tier cities and let its brand message of easy shopping and convenient delivery penetrate into the hearts of urban people. Therefore, taking advantage of the popularity of the launch of "Ode to Joy 2", JD.com integrated online and offline resources around the marketing theme of "delivering joy to your home" and successfully played a marketing trick .

Next, we will review the key nodes and actions of JD.com’s communication campaign based on time, so as to analyze its communication logic.

1) Create suspense and make clever connections

"Ode to Joy" is a popular urban-themed TV series. The broadcast of the first season created an overwhelming momentum and attracted nationwide viewing. Therefore, "Ode to Joy 2", which is about to premiere on May 11, can be said to be popular before it is even aired. In the countdown to the premiere of this hit TV series, JD.com placed suspenseful riddle posters in thousands of office buildings and tens of thousands of electronic screens in Beijing from May 8th to 10th. For three consecutive days, a different poster was posted every day. Guess a word based on the riddle, which sparked heated discussions among netizens.

White-collar workers and colleagues entering and exiting the elevator widely participated in this guessing game , and netizens also racked their brains to guess the words from the pictures, creating a momentum of city-wide competition. Many people guessed the answer to the riddle based on the content of the poster: the three words "Huan", "Le" and "Song", which happened to be the broadcast time of the TV series "Ode to Joy 2". They thought it was a promotional poster for "Ode to Joy 2".

2) Reveal the answer and attack on all fronts

On May 11, the day when "Ode to Joy 2" premiered, JD.com announced the answers to the mystery as "joy", "happiness" and "delivery", and launched the marketing theme of "delivering joy to your home".

At the same time, JD.com also launched a wave of marketing offensives within the APP. Whether it is the APP opening screen or the overall interface, the new theme of "Delivering Joy to Your Home" was visually enabled. On the same day, the JD.com red envelope sharing page was also replaced with stills from the TV series "Ode to Joy 2".

Not only that, on the same day, major fast-moving consumer goods snack brands that can be purchased in supermarkets, such as Mengniu Zhenguoli, Xiangpiaopiao, Lulu, and Liangpin Shop, also released "Happiness Delivered to Your Home" themed posters, and cooperated with each other to help JD.com to dominate the online and offline charts!

3) Strike while the iron is hot and let the virus spread

In addition, to further fuel the trend, JD.com Daojia subsequently launched a creative video with the theme of "Delivering Joy to Your Home". The story background is that a delivery man from JD.com Daojia delivers goods to the door. Through the cheerful rhythm brought by the knocking on the door, he actually played a song of "Ode to Joy", which is both interesting and brainwashing.

JD.com promoted this viral video through all online video channels, Weibo and WeChat , which immediately led to a large number of dissemination. It was recommended by editors on Youku, iQiyi , LeTV and other channels, and was played more than 3 million times. Netizens joked: We can never listen to "Ode to Joy" again, because what we associate with it is not love, but JD.com's home delivery service!

The above are the main communication links of this case. We will find that this case has broken away from the traditional advertising routines and the conventional marketing routines. What it presents is cross-border, interactive, connected and integrated. Obviously, this case deviates from almost all the routines we are familiar with, and the communication method can be described as "free switching and free connection".

Thinking: From form to content, subverting tradition and game interaction

The success of JD.com's Daojia in this round of communication lies in that, by leveraging the popular IP, it turned a marketing communication activity into a game in which the whole nation interacts and actively participates, allowing everyone to enjoy it while subtly accepting the brand information that JD.com wants to convey, thus successfully resolving the dilemma of "Wanamaker's waste rate."

Indeed, this communication by JD.com is a useful reference for our marketing work and a case worth summarizing and studying. Therefore, I tried to summarize four thoughts for your reference.

1. Subvert traditional routines and make advertising social and gamified

Whether in previous advertising and marketing work, when it comes to creativity, marketing staff are usually accustomed to being creative about advertising content, such as making the advertising copy cooler and shooting the commercials more innovative. However, this time, JD.com’s marketing leveraged the opportunity to make creative designs throughout the entire process, turning the advertising posters that used to lie in the elevator and could not establish any connection with the audience into a word guessing game that can interact with the audience and stimulate the audience’s active participation. It also formed a linkage effect online and offline, allowing the audience to inadvertently accept advertising information while playing the word puzzle, reducing the audience’s aversion to advertising. The design of the entire advertising process adopts a gamification and socialization approach, making the advertisement not only beautiful but also fun.

2. Combining popular IP with spokespersons to make advertising generate traffic

The most valuable thing in the Internet age is "traffic", which is the audience's attention and time. There is only one letter difference between "Ode to Joy" and "Happy Delivery". The former is a popular drama that hundreds of millions of netizens are vying to watch. During this period, the audience is willing to accept all information related to "Ode to Joy" and actively searches for it. Moreover, Yang Shuo, the spokesperson for JD.com, is actually one of the main actors in the drama. He plays the leading male role Xiao Baozong in the drama and has won the hearts of thousands of female fans.

Therefore, when "Ode to Joy 2" was aired, JD.com took advantage of the opportunity, not only to gain more exposure for the brand, but also to turn this favorite TV series of contemporary urban white-collar workers into the endorsement drama of JD.com, which was very pleasing and effective.

3. Design creative videos and continuously output hot content

Leveraging marketing is to take advantage of a "hot wave" to spread advertisements, but the "hot wave" will eventually pass. JD.com did not sit still on the hot spot, but prepared further communication plans in advance in case the popularity of "Ode to Joy 2" declines.

JD.com designed and produced a creative video with the theme of "Delivering Joy to Your Home". By promoting the video on video websites, Weibo, WeChat and other channels , it took advantage of the popularity of "Ode to Joy 2" and continued to ferment on social networking sites to keep the heat going.

4. Use integrated resources to create a closed communication loop

In this marketing campaign, JD did not focus on a single point, but instead integrated popular film and television IP resources, popular celebrity potential, offline media, KOLs , online media and official media on the official website to create a closed-loop communication, and jointly operate by sea, land and air to achieve high brand exposure and in-depth dissemination of advertising information, with remarkable results.

To sum up, the reason why JD.com's leveraged marketing was able to break the "Wanamac waste rate" dilemma is that it carried out a multi-dimensional, all-round, online and offline integrated marketing campaign , which turned an ordinary leveraged marketing into a social game for the participation of all people.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

The author of this article @Lulingzicun is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting! Site Map