The latest brand marketing cases of Double 11 in 2019

Pre-sales for Double 11 begin on October 20. In order to stand out during this period, major brands will use various marketing strategies. In this article, the author has compiled some of the more interesting Double 11 marketing cases to date. Some of these cases focus on products, some have more gimmicks in spreading topics, and some make full use of celebrity resources for layout. Enjoy!

01 Qifu milk powder has set up a #Talent Parenting Department#, and the Chief Executive is Lei Jiayin

Obviously, this is a case of leveraging the recently hit TV series "The Longest Day in Chang'an".

The main focus of the Qifu brand has always been on protecting the baby's talents, so this time they created a Tang Dynasty #Talent Parenting Department# and invited the original protagonist of the TV series, Lei Jiayin, to be the "Qifu Tmall Parenting Department Lei Sicheng".

In fact, many maternal and infant brands have taken advantage of the popularity of this TV series before, mostly from the perspective of mothers taking care of their children late at night. However, their creative execution methods and scale are not as good as what Qifu did on Double 11 this time.

The brand first released a teaser video, which was quite eye-catching both in terms of visuals and content. The first thing you see is a Tmall City, which meets the platform requirements. Next, Lei Sicheng faced various panic situations and three consecutive questions, and finally released the trailers for October 21st and November 1st, which whetted everyone's appetite.

Sure enough, on October 21, the first main chapter of #人才育儿司#, "Tian Hui Pian", was launched as scheduled, and Lei Sicheng officially began to "handle cases" at Chenshi.

In the film, there is an ancient child who keeps drawing circles on the ground. Later, Lei Sicheng discovers that this child has a talent for drawing Big Fish and Begonia. Finally, hand the child a cup of Kaifu milk, which means helping the child's talents bloom boldly.

Judging from the story structure, the second chapter "Heavenly Sound" is probably similar to a child crying and shouting, but Lei Sicheng discovers that the child has a talent for singing.

In addition to the off-site promotion, Qifu replaced the page on Tmall with one that was consistent with the entire story, including the header image and the text packaging of each section, and also launched a Talented Sky Eye gift box of the same model as Lei Sicheng.

02 Tmall Beauty and Skin Care "Big Promotion Sprint Class" invited a group of celebrities and celebrities as "class representatives"

As the name suggests, before the Double 11, Tmall will organize different forms of product selection competitions to select and incubate products with the potential to become top-notch products from thousands of brands and more than 4,000 products, bringing better quality products to consumers.

On October 17, Tmall released a warm-up video titled "Sprint Class Transformation Warning" on its official Weibo account, reminding users to be prepared for the rush.

In the video, Tmall uses three consumer scenarios as entry points: "I usually can't bear to buy and I stand myself up", "I usually can't get the out-of-stock items and feel sad", and "I don't know what new and unique gifts I can't usually find and feel anxious". It has created three different portraits of people: "Pigeon Star", "Lemon Star" and "Banana Green Star".

Not only did they "recreate" buzzwords on social networks such as "pigeon essence" and "lemon essence", but they also promoted new and unique products and products that people were reluctant to give up during the festival to increase user attention.

It is also worth noting that Tmall specially added a small easter egg at the end of the video - Li Jiaqi and other three celebrities appeared in the form of small avatar windows to guide users to the pre-sale product selection ceremony to buy.

This "little trick" in communication maximizes the use of celebrity resources and also triggers the natural fermentation of subsequent communication. Many netizens participated in the event by making their own emoticons, becoming the "tap water" of the pre-sale ceremony topic.

In addition, in the later stage of communication, Tmall also launched the "Big Sale Sprint Class Beauty and Skin Care Selected Dictionary".

In the dictionary, 9 star products including Lancome's "Luminous Eye Cream", HR's "Black Bandage", Always' "Lipstick and Sanitary Tissue", and SK-II's "Light Bulb" were selected. Not only were the core functional selling points of each product marked, but the product nicknames were also explained in a simple and easy-to-understand manner through word sentence construction.

In this pre-sale ceremony, Tmall drew on the fan economy of fan circles and innovatively incorporated the chart-topping gameplay.

First, the topic #课代表跟我# was launched on Weibo, and users participated in the ranking and picked popular classes, and had a chance to win a sprint gift package.

Afterwards, we conducted in-depth cooperation with Weibo Fashion to produce a ranking H5, inviting many of the above-mentioned stars and celebrities to serve as class representatives to stand for each class. The ranking of the list and the popularity of the class will be determined by the interaction of the event blog post and the number of user votes.

03 Anta launched the 11.11 weather station and hired Chen Kaige’s son as a forecaster

Outside the site, Anta launched a Weibo topic #第11.11号气象站# and invited Chen Feiyu to be the forecaster to report their "trend weather conditions for the next 7 days."

It turns out that Anta has teamed up with major IPs such as Dragon Ball Super, KT4, NASA, etc. to create a series of trendy joint models. They even made their Tmall flagship store page look like a weather forecast interface, showing the promotional offers based on the weather conditions of the day.

04 Huggies staged a marketing event about the theft of museum collections to promote Royal Diapers

In order to promote their royal diapers, which they claim to be "Imperial Silk Dragon Pattern Pants", the diaper brand Huggies staged a major news story about the theft of museum collections during JD.com's Double 11.

First, a poster in the style of a newspaper front page was posted: "The museum's treasure has disappeared." The beginning sounds very suspenseful. As you continue to read, you can see a man in black sneaking around in the surveillance camera to touch this "collection", and during this time, some advertisements were shown.

It turns out that this is Huggies' Royal Diaper, which is a good way to socialize this selling point.

Finally, they released a video of the "thief" who stole the collection, which was ridiculously funny: it turned out that he didn't know that it was actually a diaper...

05 Estee Lauder and Xiao Zhan shot a micro-film with a twist

Estee Lauder's pre-sale performance on Double 11 this year was definitely the most eye-catching: it achieved a transaction volume of nearly 500 million yuan in 25 minutes after the start of the sale, and a good result of 887 million yuan on the first day of pre-sale, leaving Lancome, L'Oreal and Shiseido far behind.

The reason behind this, in addition to the strong brand influence that Estee Lauder has established over a long period of time, is that in this Double 11, it has absolutely powerful traffic stars in its hands. The three-star endorsement matrix formed by "Li Xian + Xiao Zhan + Yang Mi" covers a total fan group of 120 million, bringing huge traffic to the brand.

Just one day before the Double 11 pre-sale, Estee Lauder officially announced Xiao Zhan as the brand's Asia-Pacific makeup and fragrance spokesperson, and released an Estee Lauder reversal micro-film starring Xiao Zhan.

The content is roughly as follows: Xiao Zhan plays a job seeker who goes to an interview. In the elevator, he meets a girl who is a little flustered. The moment she gets out of the elevator, the girl puts on her lipstick and suddenly becomes full of aura. When she walks into the interview room, Xiao Zhan discovers that the girl is actually the interviewer...

In addition to the micro-film, Estee Lauder also launched a limited edition gift box for Xiao Zhan, which sold 8.52 million in one hour. The pre-sale sales of products recommended by Xiao Zhan exceeded 40 million in one hour. No wonder even Li Jiaqi said: Xiao Zhan's ability to bring goods is really strong.

Take a look below:

06 The film family invited Xue Zhiqian and his gauze mummy girlfriend to star in "Xue Style Advertising Network"

Looking at these two posters first, did you still think that Xue Zhiqian was going to star in some horror movie?

In fact, this is a series of silly videos shot by Mofashijia and Xue Zhiqian to promote their gauze masks during this Double 11. It is called "Xue-style Advertising Network."

The person in the video who is wrapped in gauze like a mummy is actually Xue Zhiqian himself, playing the role of Xue Zhiqian’s normal girlfriend. She is applying a facial mask, and Xue Zhiqian tells her: Baby, you don’t have to be so troublesome, you can use the gauze mask from Mofashijia…

In addition to the video, Xue Zhiqian actually composed a song called "Gauze Man", the lyrics are: So, when we all become gauze people, why bother worrying about being single in the future, the appearance is charming, and it is not lacking in moisture, and it repairs your stratum corneum... The style of the MV is similar to the video above.

07 Tsingtao Beer launches "Night Owl Beer" and makes Hua Chenyu the "Chief Night Owl"

Tsingtao Beer launched the "Night Owl Beer" on Double 11. The idea behind it is probably to imply a joint launch with Tmall on the one hand, and to cater to the habit of contemporary young people staying up late on the other. The product is as shown below:

A somewhat sci-fi film has been released: As night falls, a night owl sneaks into the Tsingtao Beer Museum. The century-old production line suddenly started up, roaring in the middle of the night, and in the end, every bottle had the kitten's paw print on it.

Hua Chenyu is appointed as the "Chief Night Owl". Huahua invites you to drink Night Owl beer and travel together #the colorful world of night owls#. A limited edition of 3,000 "Flower Vase" was also launched in the Tmall flagship store.

08 PUMA sends shoes into outer space

PUMA teamed up with astronomy popular science writer @ASTRONOMYGOATISTLIUBOYANG to conduct an adventurous experiment, sending the RS9.8 shoes to the edge of the atmosphere more than 30 kilometers high using a high-altitude detection balloon, and then looking back at the earth from a place close to space, breaking the limits in another way and promoting PUMA's brand concept of "Life is Limitless".

09 Evian and offwhite team up to create limited edition gift box

Evian and Off-white's founder and fashion designer Virgil Abloh have jointly created the #Make ARainbow# rainbow drop series limited edition bottles, using the bright and dreamy rainbow bottle to interpret Evian's spiritual proposition of "living youthfully".

Every drop of water can turn into a rainbow, and every young person has unlimited possibilities! Evian encourages everyone to show their individuality and style, live a colorful and youthful life! The gift box is limited to 1,200 sets.

10 Perfect Diary and National Geographic China cross-border cooperation

Perfect Diary joins hands with "National Geographic China" to bring the perfect scenery eyeshadow palette of nature. See Chinese models #上眼中国美色# and feel the different scenery between the eyes with #完美日记地理眼影#

Author: JS Planner

Source: JS Planner (ID: powerpluspoint)