Every year during major marketing events such as 618, Double 11, and Double 12, various "lords" launch exciting marketing wars, and it is very lively for a while. Looking back at e-commerce advertisements in 2020, I have already determined the top 8 e-commerce advertisements of the year in my mind, and tried to classify them into five aspects for analysis: node promotion marketing, IP marketing, hot spot marketing, regular marketing, and brand upgrading.

1. Node promotion marketing

Node promotion is the most important marketing node on e-commerce platforms, without a doubt. During national consumer festivals such as 618 and Double 11, the "cat and dog war" drama has become the highlight in the marketing circle. E-commerce advertising at this stage is not only about competing on items and prices, but also about cultivating a loyal user base through the dissemination of content and value propositions.

JD.com Home Appliances 618 cross-border cooperation with artists

During the bustling 618 marketing period with promotional information flying everywhere, JD.com teamed up with cartoonist anusman to launch a series of outdoor advertisements that are fresh but full of life. The advertisement combines functional products - household appliances - with the beautiful aspects of life, such as:

I am most afraid of the world reaching out its hands to me

I'm washing the dishes

Panasonic 6-set capacity dishwasher

Save time and effort

The copywriting is based on a deep insight into life and directly hits the pain points of consumers in their pursuit of a better lifestyle. Print advertising uses a soft "fear appeal" to convey an ambiguous sense of gain and stimulate consumer demand. On the screen, the comic content outlines the usage scenarios of the product and extends the biochemical method to a certain extent. The expression of the author's personal style gives the advertisement warmth and thought to a certain extent, which effectively eliminates consumers' "guardianship" towards advertisements.

In addition, JD Home Appliances has teamed up with 10 young artists to create a "Style Museum" and launched a series of animated advertisements for single products. This not only provides artists with opportunities to express themselves, but also enriches JD Home Appliances' content marketing.

JD Supermarket’s 4 “ambitious” advertisements for 618

During the 618 period, JD Supermarket launched a "wild" marketing campaign. JD Supermarket launched four commercials at once, namely "Meeting", "Hard-hearted", "Wave" and "Jane". It is not just trying to win by quantity.

The content of the series of short films is in line with four different categories of products, using a variety of presentation forms such as black and white images, Thai brain-opening advertisements, home videos, and copywriting content that is either warm, life philosophy, or silly.

It can be seen that the brand pays attention to and discusses issues such as the difficulty of meeting between people, the power of life, and the troubles of life. Although it is a big promotion period, the brand is not in a hurry to achieve promotion conversion, but does not forget to care about life and individuals, which is rare.

In addition, looking at the entire campaign, you will find that in addition to introducing the products, the four advertisements also point to a deeper place - the new products in the JD Supermarket series. This direction was realized through the voting interaction of "Everything Renewal, Awards Ceremony".

Tmall Global 618: Reconnecting the World

When talking about the impact of the new coronavirus pandemic on our lives, the most direct feeling is probably the obstacle of "physical distance". The "circuit breaker" of the global commodity supply chain and the difficulties in personal travel have caused headaches for brands and consumers. Against this background, Tmall Global proposed to “reconnect the world”.

Through a short film, Tmall Global introduced to us how an order can drive the global supply chain to resume operation, and also showed us the important role of individual consumption in driving global economic recovery. The brilliance of Tmall International’s marketing this time lies in that, by expressing the message “The world is reconnected because of me”, it gives moral significance to consumer behavior and provides a kind of “legitimacy” for consumers’ purchasing motivations - I am working hard for the global economic recovery.

In addition, at the end of the short film, we can see that the global supply chain of goods is directed back to Chinese consumers through Tmall Global, which hints to consumers the ability of Tmall Global to connect the global commodity brand industry belt.

2. IP Marketing

For brands, IP marketing is not only a vehicle for extending their value propositions, but also a tool for launching targeted vertical marketing. In the IP marketing of e-commerce platforms in 2020, the following two cases must be on the list.

Taobao Maker Festival: “Made in Heaven” inspires creativity

Taobao Maker Festival is a shopping festival created by Taobao for young people. This year, Taobao Maker Festival marketing has made a new exploration of the online + offline combination model, focusing on the core idea of ​​"creating new life" and extending the content from the two concepts of "made by heaven" and "designed by earth".

In the online part, Taobao Maker Festival expressed multiple themes such as "The Tide of Ten Thousand Services", "Wonderful Maze", "Dimensional Ark" through the main visual expression of "In the Cloud", creating a "Cloud Maker City" with strong visual appeal. At the same time, the combination of virtual idols and Taobao Maker Festival has strengthened the site's traffic and theme expression by leveraging the appeal of technology and celebrity effects.

In the offline part, the caravan, as a "medium of movement", drove all the way from Hangzhou to Wuhan, Xi'an, Chengdu and other cities, and set up offline scenes with different themes on site, while broadcasting live in real time. In the context of the epidemic, this "artistic behavior" marketing action can be understood as the Taobao Maker Festival, while conveying the idea of ​​"newblood" to young consumers, has first demonstrated its "creativity" and strengthened the "creativity" awareness of the Taobao Maker Festival.

NetEase Yanxuan "Yanxuan China": We don't need advertising

In 2020, NetEase Yanxuan launched a large-scale cultural origin project "Yanxuan China", introducing the geography and humanities behind items to consumers through documentaries, cross-border marketing and other means. In the third episode, NetEase Yanxuan went to Tibet to film the stories behind glacier water and barley wine.

At the same time, NetEase Yanxuan also launched a series of outdoor advertisements "We don't need advertisements".

"We don't need advertising. This glacier is the best advertisement."

"We don't need advertising. This lake is the best advertisement."

"We don't need advertising. This wetland is the best advertisement."

NetEase Yanxuan directly shows consumers the origin of raw materials and uses natural materials to endorse its products. Advertisements that “don’t need advertising” abandon the functional and rational expression of appeals and the output of interest points, and express the quality of “nature” in a frank way. This unconventional marketing method not only attracts attention, but also expresses NetEase Yanxuan's confidence in the product itself.

3. Hotspot Marketing

The special thing about hot spot marketing is that brands can see the special needs of consumers at a specific time, which provides an opportunity to promote in-depth communication between the two parties. In July this year, Tmall’s “Come on White Shirts” campaign during the graduation season was a strong proof of this point.

Due to the impact of the epidemic, this year has become the most difficult graduation season. In order to encourage students who are looking for jobs during the graduation season, Tmall launched the "Come on White Shirts" campaign, and developed a rhythmic communication combination from the link of "psychological preparation before the interview - interview attire preparation - interview skills".

The advertising film "White Shirt" uses the white shirt and the blank space left by graduates in the workplace as metaphors, and tells the story of graduates' confusion, struggle and persistence in job hunting from the perspective of the white shirt. At the same time, the video also cleverly integrates the benefits of the "white shirt" product, such as no ironing and anti-wrinkle, into the scene, and conveys the brand's care: You (the 2020 graduates) are not alone, you are being cared for.

The white shirt exhibition at the subway station displays the stories of celebrities and white shirts together with the white shirts that graduates will soon wear. It uses real and inspiring stories to prove that "everyone starts with a white shirt, and every white shirt will be filled with the future", giving graduates confidence and courage.

Tmall also has special vending machines offline, where users can get a white shirt for free by submitting their resume, thus creating further contact with the audience and concretizing the abstract language of the early psychological construction stage into "giving you a white shirt to encourage you in your job search."

In addition, Tmall also invited workplace experts to discuss job-hunting skills with graduates, and use practical actions to provide problem-solving paths for the communication audience, further narrowing the distance between the brand and the target audience, and finally promoting the closed-loop creation of this communication activity.

4. Brand Upgrade

Brand upgrading is an adjustment of a brand’s own positioning, marketing strategy, value proposition, etc., which to a certain extent determines the direction and approach of subsequent marketing.

When Xiaomi Youpin upgraded its brand this year, it put forward the brand proposition of #Quality in Every Aspect of Life#.

The brand commercial, by showing a variety of lifestyles and product solutions such as sports, leisure, and games, on the one hand demonstrates that Xiaomi Youpin can meet the different needs of consumers, and on the other hand explains and expresses the "quality" lifestyle. In terms of content, the short film creates a good viewing experience and appeal with its smooth transitions, brisk rhythm and precise extraction of life details.

"Quality in every aspect of life" is Xiaomi Youpin's insight into consumers' demand for quality life, and it is also a characterization of its own product quality.

5. Daily Marketing

For e-commerce platforms, there are usually two motivations for daily marketing: one is to maintain daily communication between the platform and consumers, and the other is to drive the marketing of a certain type of brand. In July this year, Juhuasuan launched a marketing campaign to boost brand awareness in the Zhejiang children's shoes industry belt.

Based on the brainwashing hit song “Jiangnan Leather Factory has closed down”, Juhuasuan plans to “attack brainwashing with brainwashing” and launches the advertisement “United Children’s Shoes Factory has opened in Wenzhou, Zhejiang”.

The short film continues the theme of "Jiangnan Leather Factory Closed Down" in terms of style and singability, but its content is a positive response to this negative impression. With a cheerful rhythm, the short film expresses the product's benefits, quality, consumption scenarios, etc. through singing.

Juhuasuan invited a group of children to perform this time, which not only fully released the innocent charm of children, but also made the consumption scene of children's shoes fit with multi-dimensional labels such as fashion, vitality, and personality. The social copywriting and the active performance of the children left a deep impression.

In addition, leveraging the existing social impression and online popularity of "Jiangnan Leather Factory has closed down", Juhuasuan responded positively in this marketing campaign and used this topic to amplify the effectiveness of communication. This can be considered a "clever move" to achieve the goal of "driving the brand awareness upgrade of Zhejiang's children's shoes industry belt."

The above is the analysis of the TOP8 e-commerce advertisements in 2020. If you have better cases, you are welcome to discuss.

Finally, I would like to say that we can clearly feel that e-commerce advertising is becoming more and more active in our daily lives, and is becoming an increasingly important marketing method and even channel for brands. This brief review of the annual e-commerce advertisements is also in the hope that under the above-mentioned industry trends, there will be more and better e-commerce advertisements, and drive continuous progress in advertising marketing in terms of content innovation, communication technology innovation, and visual expression.

Author: Advertisement is also shocking

Source: Advertisement is also shocking (guanggaoshock)