Double 12 excellent brand promotion cases are here

For operations partners, the activities at the end of the year are too dense. Double Eleven has just ended, and Double Twelve is coming immediately. Then there are Christmas, New Year's Day, and Spring Festival... The operations dog's brain is about to crash! !

Today, I will review the excellent Double 12 cases in previous years and this year, hoping to bring some inspiration to you.

1. Warmth

JD.com chose a warm and gentle style for its Double 12 event one year.

In this set of advertising copy of JD.com, the advantage that is emphasized is - "JD.com home delivery, thousands of products can be delivered within 2 hours."

You may be watching a football game with friends and don’t want to miss the exciting goal just to buy beer; you may be working overtime and don’t have time to order a takeout; you may just want to party to your heart’s content without having to endure the hardship of the end; you may rarely have time to spend happy time with your loved ones.

JD.com can help you achieve all of these. Moreover, the perspective from outside the window further embodies a sense of ordinary reality.

Wanhe once made a touching short film - "Dad is a Big Liar" .

In this video, the father who is busy with work and social activities has to neglect the connection with his wife, parents and daughter. The family members are very understanding of the busy father. They even think that every time the father works overtime and socializes, it is for the family to have a better life. But sometimes, they also hope that the father can take some time for himself and his family, because "the family needs your hard work and your company."

No matter when, playing the emotional card is a very good choice. People's lives are becoming more and more impetuous nowadays. Many people work alone in big cities and are rarely with their relatives and friends. Emotional advertisements can often evoke the softest part of people's hearts, and its audience is very wide. Whether they are born in the 70s or 90s, they can find themselves in touching stories.

2. Fun type

Taobao once shot an advertisement for the Double 12 event of that year - "Tao Le Ge Qu"

"1212, we had some fun. 1212, we had some fun together."

I have to say this melody is quite magical.

This "Taolegequ" advertisement is actually a MV, and Taobao even released the song for the first time on Xiami.

In this MV, the otakus are not sloppy, but they "collect" parts to show the charm of black technology. Even the goddesses are impressed by their imagination. Girls who love bags like their life are not happy, they just want to buy bags. There are also foodies who can only buy things when they have to "eat a lot". There are also street players who can "dig out" high energy at any time.

We can see that although it is an advertisement, it is not as stiff and boring as traditional advertisements. On the contrary, it promotes the Double 12 theme event to users in an interesting and trendy way and content.

The theme of Double 12 this year is "Finding Fun" . You will find that in the entire video, there is no mention of any information about Double 12 discounts. It only shows that trendy men and women from all fields are finding fun on Double 12. Without talking about promotion, just highlighting the feelings, that's enough.

It is obvious that Taobao has targeted young trendsetters as the main consumer group for Double 12. Popular internet terms such as "black technology", "crazy", "poisonous circle of friends", and "high energy ahead" frequently appear in the video, which has suddenly narrowed the distance between the video and the young people who love to play, eat, and buy bags, and conveyed that the core concept of Double 12 this year is to have fun.

There is also a matching, dazzling poster of "Tao Le Ge Fun".

(This poster is poisonous.)

Another company that shot interesting commercials is Meizu. On the eve of Double 12 last year, Meizu announced the Double 12 price reduction information and also produced a small advertisement. After some design and the addition of trendy models, the small advertisement looked quite high-end.

Not only that, it would be a waste if such a trendy advertisement was not used. Therefore, Meizu specially recruited a parkour master and shot a short video of a parkour master posting advertisements on the streets. The combination of parkour and small advertisements has a unique trendy feel.

No matter how high-end the advertisement is, it is still an advertisement in essence and should not be posted randomly.

It is worth praising that Meizu specifically emphasized at the end that protecting the city's appearance is everyone's responsibility, and that it has already torn down all the small advertisements.

Nowadays, there are more and more advertisements, and people’s tolerance for advertisements is getting lower and lower. Many people will not actively click on advertisements to watch them. Therefore, advertisements are gradually becoming more content-oriented and interesting. The products and activities that you want to promote are presented in an interesting and lively way, which often reduces the audience’s rejection. If the content is interesting, the audience will also actively forward and share it, achieving the effect of wide dissemination.

3. Sensory

We have mentioned in the previous Double Eleven shopping copy that good copy should give the audience sensory stimulation. The copywriting cannot just be a simple "wow" that goes everywhere, but it must have taste, fragrance and touch. This year, JD.com launched the "Double 12 Warmth Festival " to capture people's desire for warmth in winter.

Looking at this soft scarf and steaming hot pot, don’t you want the same one? This short video depicts several typical winter scenes, including hats and scarves that are essential when traveling in winter; a warm stove, health tea that is always held in the palm of your hand, and hot pot, which is the first choice for winter gatherings. These scenes easily draw the audience into the story, expressing the warmth that people most desire during this particular winter holiday.

The biggest advantage of sensory advertising is that it can quickly put the audience into the scene, helping the audience to quickly construct the corresponding picture and put themselves into the scene while reading text or watching videos. It is easier to resonate with them, and it is easier to make purchases with resonance.

4. Active

The rules of this year's Taobao Double 12 are as complicated and difficult as this year's Taobao Double 11. However, the number of netizens shopping has not decreased at all. Before Rabbit figured out how to play, Taobao and Alipay mutual aid groups can be seen everywhere on Weibo.

Out of curiosity, Rabbit also went to Taobao Double 12 - "National Treasure Hunt" to take a look.

As long as you collect 5 kinds of treasures in this map, you can draw a red envelope. As long as you collect 40 kinds of treasures before Double 12, you can share the Double 12 red envelope. If you collect 50 kinds of treasures, you can draw Taobao King customized gold bars. Just like Monopoly, every time you throw the sieve, you can get random progress points and have a chance to get treasures. You can throw the sieve once every 30,000 energies. If you want to gain abilities, please see the right side of the picture below. It seems like we are back to the fear dominated by the Double Eleven shopping spree.

In addition to Taobao's gold bar collection activity, Koala.com has also launched the "Everyone Raises Koalas" activity. On the activity page, every Koala user can adopt a baby koala and collect leaves to feed their own koala. The more leaves collected and consumed, the higher the koala's growth level. When the koala reaches level 15, it can participate in the grand prize sharing.

Event planning is an essential skill for operators, and events are also the best way to increase user activity. Activities are an interesting and motivating way of promotion. They can not only improve user interactivity but also expand dissemination.

When we participate in activities, we often find that most of these activities require "help from friends", which is the "discussion" we often use when planning activities - sharing fission. This kind of interest-driven fission behavior can often achieve good communication effects.

It is worth noting that the key factors for the success of an event are not only whether the form of the event is novel and interesting, but also whether the benefits of participation and sharing can impress users.

5. Benefit-oriented

Benefit-based advertisements are most popular among consumers, and they present the benefits provided to consumers in the most straightforward way. Let’s take a look at UnionPay QuickPass’s Double 12 event last year – the “UnionPay Half-Price Subsidy Festival” .

Whether it is a supermarket or e-commerce, whether it is JD.com or Meituan, whether it is Starbucks or Burger King, the UnionPay Half-Price Subsidy Festival covers all aspects of food, clothing, housing and transportation. It is to help consumers bear half of the price. The short video also highlights the benefits of UnionPay's half-price subsidy in a straightforward, funny and magical way.

The effect of this profit-sharing activity is also very good. The first day report of Double 12: the number of new users of Cloud QuickPass APP exceeded 1 million in a single day, and the daily active users increased by 4 times year-on-year. After the activity ended, many users continued to use Cloud QuickPass APP.

Benefits are often the most direct factor that impresses consumers. Double Eleven and Double Twelve have now formed a fixed image in people's minds. "Big sale" and "50% off" are their labels, but now "Double Eleven" and "Double Twelve" often have too many routines, and consumers often complain that "there are too many and too complicated ways to play" and "the actual discounts are too small", so "real" and "sincere" discounts like the "UnionPay Half-Price Subsidy Festival" are more likely to attract users.

Summarize

Nowadays, the public's tolerance for advertising is getting lower and lower. Advertisements without a theme will only cause consumers to be disgusted. Therefore, current advertisements are gradually becoming content-based. While promoting products and brands, they also convey some thematic content to consumers, attracting consumers through warm or interesting content. This will not cause disgust and will be more conducive to dissemination.

Author: Helian Yanlan

Source: Helian Yanlan