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Social marketing has been an independent industry for a long time. It is different from traditional advertising and public relations, but it also includes advertising and public relations to some extent. Brand marketing done on social networks is called social marketing. Weibo existed in 2009, but the landmark event of social marketing was Durex's "Rainy Night Shoe Covers" in 2011. Since then, Durex has been thriving on social networks for many years, becoming a landmark of social marketing. The trend of chasing hot topics was largely started by Durex. Today I would like to talk about social, brand and marketing using Durex. To put it simply and directly, I think talking about social marketing now is a false proposition. There is no such thing as social marketing anymore. All marketing is on social networks. Durex has been chasing hot topics for seven or eight years, but the marginal effect has diminished to almost nothing. It is natural to do well, but once it does not do well, it will be called a "failure" by netizens, and it will even become a hot topic on Weibo. This becomes a fruitless thing, and Durex's social image has become extremely fragile. Changes must be made to reverse this situation. At the end of last year, Durex changed its brand agent from the previous Huanshi Interactive to Shengjia, which is responsible for the brand, and Youmen, which is responsible for social communication. Shengjia has taken over Durex's brand business for almost a year, but has not produced any works. Until the following film, Shengjia has always maintained a high standard of creation. Durex 90th Anniversary Advertising Campaign - One Step Forward. You may have seen this advertisement yesterday. Next, let’s talk about what Durex’s ambition is. Durex, who is a joke teller, suddenly became serious. Mr. Ma Xiaobo from Shengjia said: To correct a wrong, one must go too far. I agree with this point of view. The public must be made aware that Durex is changing, has changed, and will be a different Durex in the future. From social brand to social brand. This is what I think is Durex’s change and ambition. It is no longer satisfied with being a social brand chasing hot topics, but is more concerned about society and the times. Durex, which has a 90-year history, has become serious again and has become a social brand. From social brand to social brand As an observer, it is time for Durex to change. It must reverse the image of Durex that only chases hot topics and make the public realize that it is a global old brand with a 90-year history and a rich history. This advertisement is a declaration, and it ends with the message " take one more step forward ". Whether it is the love between contemporary men and women or the Durex brand, they all need to take one more step forward. I am more concerned about the essence of this film, which is a reproduction of real historical events. Durex has participated in these great loves and has a brand role in them, which is very important. The 67-year-old Duras in the film reminded me of the beginning of "The Lover": "I am old..." Those who are interested in the text should read it again, read Wang Daogan's translation, and feel the breath, emotion, and poetry in the text. Back to Durex, the changes have been made in three aspects: First, from sex to love . It is of course good to talk about sex boldly, but love is great and eternal. The great loves in history are worth remembering, but what is more important is that in contemporary times, people’s values are subject to various shocks, and their values are reversed over and over again. How should we love? This is a problem that contemporary people have to face. Durex should explore the love of contemporary people from the perspective of contemporary values. Second, from leading brand to leading brand , Durex's market share has remained the first for many years, but being a leading brand alone is not enough. All great brands care about society and fight against human nature. A great brand should think about the times and become a philosopher of the times. Durex should think about the philosophy of contemporary love. Third, from a social brand to a social brand , we must first jump out of the trap of chasing hot spots, build the brand from a broader perspective, discover and explore contemporary love, fight against the dark side of human nature, care about society, think about the times, sort out the historical logic of Durex over the past 90 years, and then take a step forward. By the 100th anniversary of Durex, it should become a leading brand. Internet sense is the heart What do we talk about when we talk about social marketing? Joke tellers, big-character posters, chasing hot topics, H5, screen-sweeping, low-level comedy, lowering one's status hahaha, lowering the brand bottom line, etc., to sum up these things, all the improper things are social marketing. I have been engaged in social marketing for 10 years, and the word I come across most often is "net sense". Every time someone praises me for my good net sense, I feel very reluctant, because I know what they understand by net sense, which is nothing more than being able to write jokes, spread rumors, being a senior internet army, and being dishonest. I hate the word "net sense". There is no such thing as net sense. I recently had a dinner with a friend who made Aha videos, and he said: “Internet sense is the human heart.” I felt like I was struck by this. There is no such thing as internet sense or internet culture. Culture is culture, regardless of whether it is online or offline. Things that truly touch people's hearts can move people no matter where they are. Let’s look at Durex. It has been very successful in social marketing over the years and may be the biggest beneficiary of social marketing, but social marketing is also Durex’s current weakness. Chasing hot spots is point-like and cannot be strung together into a line. It has no historical logic, which means that it cannot be superimposed and accumulated. Once it is over, it is over and cannot bring long-term benefits to the brand. I don’t want to talk about online feelings, I only want to talk about human hearts, and love is the emotion that can easily reach people’s hearts. Durex's change this time is to transform from the online sense of a social joke teller to emotions that go straight to the heart, which is cooler than talking about sex. Since the emergence of social media, all serious and solemn things have been eliminated. We no longer talk about metaphysical topics, but are more self-deprecating, as can be seen from Internet terms such as office slaves, advertising dogs, and fat otaku. Don't people need to talk seriously about problems anymore? I don't think so. Deep, serious and heart-touching topics will always need to be discussed. In recent years, social media has been used to make fun of itself. I hope some serious topics can be explored. Contemporary commercial brands should be among the foremost explorers. Brands that are great or aspire to be great all dare to take the lead in exploring contemporary values and thinking about serious topics that touch people’s hearts. Recently I have been thinking about this question over and over again: should we focus on consumers, brands, or values? I first denied the consumer-centric approach because consumers have no center at all. In their advertising slogans, brands emphasize that consumers should be themselves and think independently, but they also emphasize that the brand is consumer-centric. This becomes a contradiction. If every consumer is independent, where is the center? Therefore, when brands talk about being consumer-centric, it is mostly just talk. If they were really consumer-centric, it would be a mess and the brand would get lost. In fact, most brands are brand-centric. They discover a demand, create a product or service, and then negotiate with consumers. The highest price consumers are willing to pay is the final selling price, which has little to do with the value of the product. Therefore, there is a game relationship between brands and consumers. Later, I felt that the center should be values, and the values that grow from the brand can also be called brand values or contemporary values. The brand and consumers share the same values. The two reach a consensus based on their common beliefs and take this as the bottom line. This belief should never be broken at any time. By persisting in this way, a great brand will eventually be created. In Shengjia’s video, he left a question at the end: In the past, the opponents of love included age, race, and war. Today, who are our opponents? The question is more important than the answer. Who is our rival in love today? This is a question that everyone needs to think about. It may be games, takeout, the ubiquitous Internet, or it may simply be that we are tired of love. No matter who it is, Durex hopes to fight against the rival of love with everyone and let people "take another step forward." As someone who started out in the social marketing industry, I am very happy to see Durex, a company that excels in social marketing, making changes. This can, to a certain extent, dispel some people’s delusions. Let me tell you that you can’t build a great brand by chasing hot topics, it’s hard to do big things with little money, social media is not omnipotent, and building a brand requires down-to-earth and resounding work. Durex is making a change, transforming from a social brand to a social brand, this time with a declaration of determination to change. First of all, correction must be done excessively. If you want to change a deeply rooted concept, you need to show a completely different side, at least for the first time, and then slowly and fundamentally change the cognition to reach a consensus. For example, if you want a noisy square to quiet down and make people listen to what you have to say, you need to shout a few times or strike a gong a few times first, and then the square will become quiet and you will have the opportunity to speak. Durex’s advertising statement this time is those loud gongs, foreshadowing the changes that will happen next. Then we talked about Internet sense. All practitioners should not be superstitious about Internet sense. I have been in this industry for so many years and have never seen such a thing as Internet sense. What is really worth doing and worth spreading is the insight that goes straight to the heart. If we have to say there is such a thing as Internet sense, Internet sense is the heart of the people. Finally, brands should not cater to consumers, nor should they be consumer-centric, because consumers are becoming more diverse, independent, and fickle. Therefore, brands and consumers should be centered around common values. Every brand that wants to be great should have unique values and stick to them. We hope that Durex can become a leading brand in the era of thinking and a social brand that cares about society. Author: Yang Buhuai Source: Yang Buhuai (yangbuhuai01) |
