Classic success stories of Internet marketing. What are the classic success stories of Internet marketing?

1. The most sentimental and creative: Pepsi's Year of the Monkey ad, Liu Xiaolingtong awakens childhood memories

In 2016, Pepsi's Monkey Year advertisement became the winner of the "emotional" advertising that people talked about a lot.

This time, Pepsi invited Liu Xiao Ling Tong to launch "Bring Home the Fun: The Monkey King's Family", which is undoubtedly a big move to get off to a great start in the Year of the Monkey, and it also snatched back the limelight that was previously occupied by Coca-Cola. When the familiar music in the commercial sounded, it evoked many people's childhood memories. "Only by practicing the 72 transformations can one face the 81 difficulties with a smile" made people feel deeply moved. "Passing on happiness from generation to generation is to allow more people to bring happiness home", which also earned the audience's tears. Netizens have expressed their support: I give this ad a full score for its creativity!

Comment: In the marketing strategy of this commercial, it first closely follows the pulse of the times and grasps the monkey culture of the Year of the Monkey, inviting the Monkey King Liu Xiao Ling Tong to tell tear-jerking stories to arouse consumers' fond memories; secondly, it captures people's hearts, combines the older generation with the younger generation, and uses the concise slogan "Passing on happiness from generation to generation is to allow more people to bring happiness home" to seamlessly connect consumers' brand association with Pepsi; then it uses online media to spread the message at the fastest speed; at the same time, it takes the opportunity to launch limited edition products to trigger sales.

2. The most popular complaint: Grabbing red envelopes during the Spring Festival Gala, one of the five blessings of Jingyefu is missing from Alipay

I still remember this year's New Year's Eve. No one was watching the Spring Festival Gala, and fewer people were playing mahjong. Instead, every household was holding their mobile phones and playing games desperately. In this red envelope war, Alipay undoubtedly grabbed the limelight. When the slogan of collecting five blessings and sharing 215 million yuan was shouted out, everyone was as excited as if they were grabbing lottery tickets. However, after searching for it all night, people finally found out that Jingyefu was a rare item. It was said that it was sold for 1,000 yuan on Taobao, and many people were missing one of the five blessings. As the final red envelope was issued, people found out that those who collected all five blessings only received 272 yuan. Hundreds of millions of people realized that they had been cheated by Alipay.

Comment: This lucky draw activity is actually a manifestation of Alipay's undying determination to engage in social networking. To collect lucky draws, one needs to add 10 friends, which immediately achieves a promotion speed of 10-10, which is indeed high. However, looking at the development of Alipay's social sector in the second half of the year, it is not optimistic. Here, the editor would like to remind all sponsors that no matter what activities you do, you should be more sincere and less deceptive to consumers. If you fool consumers, you can only laugh for a while.

Part Three: The most painful: Baidu’s crisis public relations, from selling Tieba to the Wei Zexi incident

In recent years, Baidu has experienced many twists and turns, with frequent crises, which has kept its public relations busy. The Tieba incident in January has just come to an end. Baidu has been criticized by massive public opinion for three days and three nights because of the sale of the Hemophilia Tieba. Baidu officials have not taken any action, but the results have been minimal. Subsequently, the Wei Zexi incident once again pushed him to the forefront. Even Robin Li stood up and spoke out, his anger exceeding any crisis Baidu had experienced in the past.

There is a joke circulating on the Internet: "Will you die if you search on Baidu?" "Yes!" The above joke is enough to illustrate the seriousness of the crisis. Is it true that the first person to bear such heavy responsibility is Baidu's PR?

Comment: Many media outlets in the industry have severely criticized Baidu's public relations performance. In fact, with such a big incident, no other media outlet could have performed more perfectly except by admitting the mistake and apologizing.

4. The most eye-catching: New internet celebrity Papi Jiang’s advertisement sold for 22 million

On the afternoon of April 21, the bidding for advertising resources of the new internet celebrity Papi Jiang was carried out as scheduled under the leadership of Luo Pang, and was eventually won by Shanghai Lirenli Makeup for 22 million yuan, which is considered to be "the highest record for a single video advertisement in human history." This breaking news instantly went viral, with various media and self-media outlets quickly coming up with various interpretations, which was a spectacular sight.

Among the doubts, the most famous one called this auction an "Ali family dinner": "Youku, the live broadcaster, was acquired by Ali, the operator Luo Pangzi was invested by Youku, the auction platform is Ali Auction, and the winning bidder Lirenli Makeup was invested by Ali..."

Comment: Regardless of whether it was a "set-up" or not, this was an unprecedented auction for a self-media influencer and will go down in the history of China's Internet and marketing circles. All parties involved were delighted and smiling during the discussion.

5. The most short-lived: Fenda paid voice, Sicong asked questions for up to 3,000 yuan

"Fenda" is the latest "leading paid voice" service launched by the "Zaixing" APP under Guokr.com, which provides personalized services for users. Its popularity is attributed to the celebrity effect brought about by "national husband" Wang Sicong. After opening Fenda as an "internet celebrity, investor, and philosopher," Wang Sicong became one of the highest earners on Fenda in just one day. From the initial question fee of 3,000 yuan to the later 4,999 yuan, Wang Sicong made a fortune. Soon after its rise, the website was shut down and put into rectification stage. Other paid Q&A platforms of the same type include Dedao, Zhihu Live, and Zhihu.

Comment: Such a "grand occasion" also made many people in the industry believe that this initiative would enable knowledge to be monetized, and Ji Shisan, the founder of Guokr.com, was also full of confidence in this. However, the good times did not last long. It has been more than a month since Fenda, which was once very popular, was shut down. People in the industry speculated that Fenda had encountered a content supervision crisis. However, its shortcomings are also very obvious. Since there is no camera and it does not rely on the senses, voice live streaming requires more professional content and higher quality, so the size of the host's audience is relatively smaller. Whether the market will buy into voice live streaming seems to require time to test.

6. The most willful and unrestrained: Xin Shi Xiang "escaped from Beijing, Shanghai and Guangzhou"

On the morning of July 8, 2016, the "Escape from Beijing, Shanghai and Guangzhou" event planned by Flight Steward and New World View exploded. With the participation of various big Vs, live broadcasts, major media, Internet celebrities, etc., a spontaneous trip became a hot topic. Since the morning, some self-media have begun to decipher the marketing logic or interview the event planners. On that day, the indexes of New World and fleeing from Beijing, Shanghai and Guangzhou both exceeded the limit.

Comment: Any successful event marketing case has strong interactivity, and the simpler and clearer the interactive rules are, the easier it is to attract users. This time, the rules of the "Escape from Beijing, Shanghai and Guangzhou" event marketing are very simple. They directly specify the event time, how users can participate in the event, and the clear instruction to "act now", which are all key factors affecting the success of event marketing cases.

7. The most confrontational: Feng Xiaogang quarreled with Wang Sicong, and netizens revealed the truth

November 18th - Before the movie was released, Feng Xiaogang wrote a letter to Wanda's Wang Jianlin in the voice of Pan Jinlian, criticizing Wanda Cinemas for having a low screening rate due to personal grudges and mocking its monopolistic behavior. Wang Sicong's reply caused a huge wave of publicity on Weibo and instantly became the number one trending search! However, many netizens believed that this was a means for Feng Xiaogang to hype the box office and refused to buy it.

Comment: Analyzing from the marketing tactics, the producers have adopted a combination of methods, namely, topic figures + topic events + interactive marketing + word-of-mouth communication, hoping to achieve the best effect of film dissemination. However, although "Old Cannon" was very powerful, it received mixed reviews from all sides, and the box office plummeted after a short-term rise. This time, the "little cannon" seems to have messed up.

8. The most vulgar interest: Alipay is socialized and is nicknamed “payment pimp” by netizens

Recently, Alipay launched a life circle, with various sexy photos of big breasts and long legs asking for rewards. As a result, the national husband Wang Sicong ridiculed the "payment pimp" on Weibo, sparking nationwide discussion. Ant Financial's Peng Lei expressed her willingness to make rectifications, and Jack Ma expressed his willingness to make rectifications and encouraged "Alipay, keep up the good work."

Comment: The number of Alipay users has exceeded 450 million, making it the third largest mobile application after WeChat and QQ. But despite this, in the minds of users, Alipay has always existed as a payment tool, so in terms of user social activity, Alipay is at a natural disadvantage. This time, Alipay once again made efforts in social networking by skirting the line in this way. Although it attracted a lot of attention, was this kind of social networking with obvious purpose too much?

9. The craziest purchase: YSL Starry Series lipstick, which was widely shared on WeChat Moments

In October, it seems that you wake up to find that your entire circle of friends is posting YSL. In just a few days, YSL topped the Baidu luxury brand rankings; there were several topics on Weibo with over 10 million views; Weibo joke writers all joined in to create a screen-sweeping trend; even articles related to the YSL Starry Series lipsticks had over 100,000 views in minutes.

Comment: This time, the recommendations of marketing accounts, the out-of-stock declarations of purchasing agents, and the consumers who followed the trend all supported each other and closely demonstrated a thriving marketing scene. The topics that played an important role in this are "asking your boyfriend to give you a YSL star, what will his reaction be?", which caters to the real hunger marketing of "if you don't show your affection, you'll die", the real "her economy". This successful marketing makes all women crazy and makes all men cry...