Cross-border marketing creative advertising case!

What is cross-border marketing ?

As American advertising master James Webb Young said, "Creativity is a new combination of old elements." (It’s the same whether you said it or not)

Simply put, "cross-border" means to infiltrate or integrate originally unrelated elements, ultimately creating a sense of collectivism and depth for the brand. It is a fusion of cutting-edge life attitudes and aesthetic methods.

Generally speaking, brands that can establish "cross-border" are usually complementary products (specifically referring to the complementarity of user experience rather than functional complementarity). Since 2019, more and more famous brands have begun to rely on "cross-border" marketing to seek brand synergy effects from strong alliances, bringing a marketing effect of "1+1>2" to the brand.

As of 2021, cross-border marketing has become very mature and has become a common marketing method, and "everything can cross borders." After all, cross-border marketing can, on the one hand, create hot topics for both brands and build limited-edition hits; at the same time, it can also achieve viral marketing, break the development limitations of the brand itself, expand the brand's target customer base, and find more newer development directions in the market.

Next, I will take you through some classic cross-border cases over the years.

What kind of sparks can be created by the friction between "trendy and cool cocktails" and "blue-black ink full of memories"?

I only remember that at 0:00 on May 16, 2019, Tmall launched the first 6,000 bottles of "Ink" co-branded cocktails, which were sold out in one minute. Countless fans left messages: Can you prepare more?

From this we can see how successful this cross-border marketing is. But back to the topic, let’s take a look at the creativity of this cross-border collaboration - the inspiration for “ink × cocktail” comes from the old saying “there is ink in the stomach”. It seems that the brand hopes to transform cocktails into an emotional carrier that expresses patriotism and culture in this way.

One of the features of their successful collaboration this time is that they are not simply innovating in products, but rather tapping into fans among different brands and extending, precisely targeting, and converting them, thereby returning to the brand itself and creating a new fan user group.

Oreo, the number one brand in the biscuit category.

Jay Chou is the idol king of the Chinese music scene.

Classic brand x classic idol, telling a new brand spirit through playful stories. You thought Oreo was just a small cookie?

This cross-border marketing was very successful. OREO added a total of 400,000 effective active fans across all platforms; the exposure of the topic in the entire basin reached 1 billion times, and the number of discussions exceeded 5 million: OREO's total transaction volume increased by 24% year-on-year.

Why was this marketing campaign successful? In short, the following points are captured:

Jay Chou is a hot topic in his own right and is the youth memory of those born in the 80s and 90s. The theme of this cross-border collaboration with Oreo is also "memories" and "youth", so naturally this group of users will take the initiative to pay for their "youth".

In this marketing campaign, Oreo mainly highlighted the star effect and peripheral products brought about by Jay Chou, using Oreo to create the creative idea of ​​Jay Chou’s “unparalleled” cloud concert and the internet celebrity landmark of Xujiahui subway station, thus eliminating users’ resistance to the product and winning over young people’s “playful” and “cool” mentality.

I have to say, Oreo is awesome!

One is a top domestic liquor company, and the other is a domestic emerging industry group (the "2020 China E-sports Industry Research Report" released by iResearch Consulting shows that the overall market size of China's e-sports has exceeded 100 billion yuan in 2019, and is expected to reach 165.1 billion yuan in 2021). How strong can the combined buff of these two be?

In the third season of Huya Kung Fu Carnival fighting event held on December 27, 2020, Luzhou Laojiao's new light luxury liquor "Gaoguang" appeared. It is the designated partner and designated liquor of this event. Many people can't understand what Luzhou Laojiao is going to do? (Advertisers must understand this)

Luzhou Laojiao wants to reach Generation Z in this way, and the best way to reach them is to touch and impress them through "electric shock", a method that the younger generation likes, thereby upgrading the brand to be younger.

Why do we have to use this method? Simply put, for those born in the 1990s or even the 2000s, simply citing culture and price to highlight one's brand is obviously no longer able to impress them. Now, the e-sports industry is very popular. As the first liquor brand to cross over to the e-sports industry, Luzhou Laojiao has a good strategic vision.

Looking at these three phenomenal cross-border marketing cases in the past three years, each has its own merits. Many brands have quickly broken through brand limitations and exploded with huge brand influence through cross-border marketing.

Having written this, I still do not forget to summarize the question at the beginning of the article: how to do cross-border marketing? To sum it up in a few words: "pain points, hot spots, and communication" + "resource matching, brand effect superposition + complementary principle", as well as a little bit of brand courage to innovate.

The above is a summary of cross-border marketing cases. What is the best case in your mind?

Finally, let us look forward to the second half of 2021 and see what more creative cross-border marketing will emerge.

Author: Advertisement is also shocking

Source: Advertisement is also shocking (guanggaoshock)