10 classic brand marketing in 2020

Younger,

It is always the main theme of the brand.

Some use cuteness to capture young people,

Some go to places where young people gather.

But the brand is younger.

There is never a set formula.

For this purpose, I selected

Some brand cases worth learning from in 2020.

I hope that from this,

Find the brand’s own secret to youth.

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(Ranking in no particular order)

1. Lao Xiang Ji: The butterfly effect caused by a press conference

Previously, Lao Xiang Ji gave people the impression of being lukewarm and rarely had a voice on social platforms.

This is also the current situation of many brands. They have their own piece of land but cannot move forward.

This year, Lao Xiangji entered the public eye with a press conference.

A strategic launch conference was held with a budget of 200 yuan, but there was no fancy stage and only a fifty-cent backdrop. There were no media reporters, only simple villagers, but they successfully captured the hearts of many young consumers.

After gaining a lot of goodwill, Lao Xiangji found its own way to communicate with young people.

It is not trendy or cool, but uses a down-to-earth tone and human touch to connect with and enhance consumers' emotions.

There is no rush to get rid of the rusticity, but instead it uses this as a selling point to further build a friendly and authentic brand image.

Not only did the CEO appear in person, but Yue Yunpeng was also invited as the brand spokesperson. Because of his fun, interesting and simple personality, this sparked another round of social communication.

From a series of operations, Lao Xiangji conveyed the following view to us:

When others are promoting upward marketing, taking another path and using a downward communication method can win the favor of young people.

After all, we are used to seeing gorgeous fireworks, and we miss this kind of human touch even more.

2. DingTalk: Being cute is the most useful

In fact, DingTalk has had a lot of outstanding communications in recent years, but they were mainly aimed at B-side users, so they did not go viral.

After many To B communications, DingTalk changed its approach this year and turned to close dialogue with consumers.

Faced with the situation where students collectively gave it one star, Dingding adhered to the concept of "using softness to overcome hardness" and "being cute is effective" and released a song called "Dingding, the real Ding, begging for mercy online."

The humorous lyrics and catchy melody have become a hit with young people.

Not only did he successfully brainwash people, but he also turned the entire situation around and won everyone's favor.

From then on, DingTalk continued to launch a series of large-scale breakthrough actions.

On the one hand, by constantly releasing new songs, from "Begging for Mercy Online" to the opening song and then to the programmer's song, DingTalk has found this kind of young communication text to reach more audiences.

On the other hand, DingTalk’s marketing this year is based on fun. Whether it is making PPTs for others or selling vegetables in the market, it tries to implant goodwill into the minds of young consumers.

Slowly, it transformed from a rigid and boring office platform into an entertaining and interesting new image.

3. Amul: From choosing a circle to entering a circle, and then to creating a circle

Milk tea has become a standard in young people's life and even a kind of social currency.

Faced with this situation, in order to seize more social topics, Amul launched a trilogy of youth this year.

Starting from "selecting the circle", Amul entered the e-sports marketing track. Understand their discourse system, behavior patterns and preferences, and establish a companionate emotional connection.

Then, we "enter the circle" and cooperate with "Street Dance China" to convey a life perspective of "breaking prejudice and persisting in passion". By continuously outputting brand concepts, we arouse resonance among people in the circle and integrate into their circle culture.

Finally, in the process of "creating a circle", Amul took urban culture as the entry point and launched a series of enclosure actions. Different marketing events were created in Beijing, Shanghai, Guangzhou and other places to attract young consumer groups.

For example, a mahjong version of yogurt was launched in Chongqing, and a bathhouse culture was created in the Northeast, which is in line with the local people's living habits.

Some brands try to break out of their circles, but Amul’s idea is to enter different circles in order to keep the brand young and vibrant.

4. Tmall: Using the second dimension to communicate with young people

As the consumption growth rate of those born in the 1990s and 2000s becomes faster and faster, the market consumption structure will undergo a major change.

The new generation will gradually become the main force of consumption.

To this end, Tmall has a clear communication route this year, which is to continue to work on brand rejuvenation.

In terms of audience groups, Tmall not only targets those born in the 1990s, but also integrates into the group of those born in the 2000s.

After Yi Yang Qianxi became the brand spokesperson, a virtual image "Qian Miao" was officially announced to further unleash the brand's vitality and communicate with a younger generation.

In terms of cultural identity, Tmall has also entered the pan-two-dimensional circle, debuted its IP image "Mao Tiantian" on Bilibili, and became an up-master, establishing a window for dialogue with young people.

As IP images enter the world of the second dimension, Tmall has connected the minds of young people in multiple forms and scenarios.

Tmall’s youth upgrade is not only active in places where young people gather, but also builds up the interests and culture of young people.

5. Ele.me: A name change, a little brother

This year, Ele.me has made two major moves. Both paths can ultimately reach the hearts of young people and achieve a younger and more youthful upgrade for the brand.

One is that Wang Yibo became the brand spokesperson for Ele.me.

I always feel that a spokesperson is the manifestation of a brand. Therefore, this endorsement can present a lot of content.

Wang Yibo’s youthful vitality showcases the image of Ele.me’s blue knight. And his all-round labels, actor, host, racing driver... also reflect the omnipotent attributes of Ele.me.

Another thing is that Ele.me changed its name ten thousand times.

We also launched a social media campaign and released a set of subway posters. Using young people's social expressions, we have gained emotional resonance from many people.

By using the concrete sensory form of changing the name, we have completed another brand strategy upgrade. To further send this signal to the public, Ele.me has upgraded from a food delivery app to a life service platform.

Recently, Ele.me and Wang Yibo continued their second wave of cooperation, walking into the streets and alleys of life and igniting a wisp of fireworks in the city.

The short film captures a very daily life scene, in which Wang Yibo becomes a “little buddy” around us.

In life, especially from this year's perspective, those little guys have an extraordinary role and significance.

Not only can it provide the necessities of life in a timely manner, but it is also like a thread that weaves countless people into a knot of love, making life still warm and cozy.

It can be seen that Ele.me and young people not only communicate at the product level, but also go deep into the texture of life and establish an emotional connection with consumers.

If Ele.me impresses young people with its creative upgrades, then this reflection on society will stick with us.

6. BMW: Be young for once

A century-old car brand is certainly very attractive.

But the rise of new force brands is also deeply loved by young people.

In a situation where sales can be achieved by winning over young people, BMW did not take a high-profile approach and instead carried out a series of youth-oriented communications this year.

First of all, Yi Yang Qianxi was officially announced as the spokesperson for the new generation of BMW.

BMW not only wants to use the celebrity effect to target the young fan group behind it, but also wants to create young values ​​and gain their recognition and love from within.

Just like the theme copy "A blazing new life", as long as my heart is burning, I am still young even if I am over a hundred years old.

The understanding and attitude towards the new generation is the real secret to youthfulness.

Secondly, BMW entered Bilibili and shot a serious animated short film with a young and social attitude.

It’s especially like an elderly person who integrates into the gathering of young people with his cheerful stage performance.

BMW uses the mentality of young people, grows together with young people, and associates with new things. So, no matter what era, the brand will never be out of date.

7. Wufangzhai: Having a great time at Station B

As a time-honored brand, Wufangzhai has always been very active.

In the past two years, a series of classic advertisements have been produced, some are retro, some are sci-fi, and some are interesting... but their communication contexts and groups are relatively daily.

This year, Wufangzhai focused its efforts on Bilibili, extending its reach to a younger audience.

It can be found that its communication text is more in line with the new generation of young people.

For example, the video "Hey Duck" was originally a traditional brand promotional video, and then it was adapted and recreated into a short film with jokes and topics, which has been read by millions on Bilibili.

Not only is the content more social, but corresponding attempts have also been made in form, adding two-dimensional elements to real-life materials to create a clean and soft world.

Wufangzhai opened a small window to talk to young people about their views on the world and chat about their own rice dumplings.

This process seems simple, but in fact, brands need to put in a lot of effort to understand their interests, preferences, language systems, and emotional culture.

Some people are still at the stage of talking about it, but Wufangzhai is already doing it and doing it very well.

8. Juhuasuan: Turning the meme into a strategy

Speaking of memes, everyone may think of Wang Jianguo.

But the one that really took "meme" marketing to the extreme is probably this year's Juhuasuan.

Its path to rejuvenation can be summed up in one word: play, play, play, from the beginning of the year to the end of the year.

Wu Bai was invited to be the image ambassador and shot a 500-yuan commercial. This combination of new and old is very popular among young people.

Liu Tao, also known as "Liu Yidao", was invited to join Juhuasuan to be responsible for discount price-bargaining activities and conduct two-dimensional brand live broadcasts.

At Christmas, we also teamed up with the "Aobai" image to launch corresponding gift boxes, sending an all-buy brand blessing to young people.

Through this series of memes, Juhuasuan connects with young consumers and establishes a pleasant emotional relationship.

It was originally just a joke, but Juhuasuan turned it into a strategy. There are many ways to become younger, as long as you persevere in following them.

9. Chando: Opening the young heart

The true youthfulness is to always have a young heart.

This year, Chando’s marketing is more external and internal, using some social phenomena to resonate with young people.

For example, this short film "Go, Kids", uses props to depict the current survival situation in the workplace.

We are all slowly turning into salted fish, vases, old-fashioned people, liars, scapegoats... forgetting that we were once passionate and energetic children.

Chando uses a polishing method to activate the gray hearts of young people.

At the same time, Chando’s brand proposition is constantly upgrading to match the value attitudes of more young groups.

For example, a tributary university was opened on Bilibili to encourage young people not to follow the mainstream, but to follow their own direction, thus forming a beautiful tributary landscape.

From "You are beautiful" to "You are beautiful in your differences", Chando showcases different circle cultures and unique beauty, and has established good communication and recognition with Generation Z.

ten,________

Finally, we have observed some good brand cases.

But I still think that I should leave this filling-in-the-blank to you.

In 2020, which brand brought you a lot of surprises and stood quietly among the young people?

Author: Shock Copywriter

Source: Shock Copywriter (SHOCKCW)