6 successful digital marketing cases in the first half of 2019!

Introduction: Digital marketing plays an increasingly important role in the Internet information society. With the help of diversified platforms and forms, this marketing method has a higher cost-effectiveness.

In the past, digital marketing was more often carried out through non-Internet channels such as radio, television, and text messages. However, nowadays, with the help of Internet channels, it is obviously possible to achieve more efficient and obvious communication speed and scope. In terms of promotion, with the Internet, digital marketing has become one of the mainstream marketing methods that companies now pay special attention to.

Over the years, there have been many successful digital marketing cases. This article selects some of the fresher and more typical success cases in 2019 to analyze the characteristics and changes of digital marketing in the big data environment.

1. China Mobile x Alibaba Pictures: "What's Peppa Pig?" Commercial

In January 2019, near the Spring Festival, a short film called "What's Peppa Pig?" became popular on the Internet and became a hot short video that swept the screen for a while. Peppa is a character in a foreign children's cartoon and is also very popular in China. In the short film, an old man in the countryside hears that his son's family in the city is returning to the village for the New Year, and his grandson wants a "Peppa" very much, so he immediately takes action to look for Peppa and asks the question "What is Peppa?" In the process of asking and searching for Peppa, a series of hilarious jokes happened. After many twists and turns, the old man finally welded a "hardcore figure" of Peppa with his own hands.

This earthy and heartwarming video quickly became popular on the Internet, although viewers only realized after watching the video that it was actually an advertising video, the purpose of which was to promote the upcoming "Peppa Pig Celebrates Chinese New Year" movie. But as the video went viral, its purpose of promoting the movie was achieved. The popularity of this short film starts from the "Peppa Pig" element, which has been very trendy and fashionable among young people in recent years. It takes the differences between urban and rural areas, and between the older and younger generations as the emotional angle, and combines the atmosphere of the Spring Festival and reunion. Through such a seemingly plain but full of laughter and warmth story, it reflects the touching feeling that family affection brings to people. This universal emotional resonance can easily touch people's hearts, making it a hot topic of discussion.

2. Chivas 2019 "Fashionable" Spring/Summer Show

What kind of sparks will the collision between the home furnishing and fashion circles create? Chivas refreshed the public with a "fashionable" spring and summer fashion show. Some famous emoticons are popular on the Internet. Chivas seems to have taken this as inspiration and planned a "paralyzed" fashion show.

In this fashion show, the main new products are various fashionable and comfortable sofas, and the models are ordinary people with very ordinary figures and looks. The way these dozen models walk the runway is by "sitting" or "lying" in different postures to show the appearance and characteristics of the new products. This fashion show also invited popular idol Wang Linkai as the finale, as well as Dandan commentator and MrYang Yang Jiacheng to provide live commentary, fully taking into account the audience who could not attend the event in person. In addition, some Weibo KOLs were also invited to watch the show. Interactions between celebrities and internet influencers, paralyzed catwalks, and the world's first home fashion show, this topic quickly became a hot topic on the Internet in a short period of time. In terms of the final effect, the show was watched by over 1 million people on Huya and Tmall just one hour after it started. It really caught the attention of netizens, and it was eye-opening and amazing for Chinua's creative marketing.

As a relatively traditional industry, the home furnishing industry does not have a prominent presence in the young market. Even as a leading brand, Chinua's name is not well-known. In order to make its brand younger, Chivas strives to link its products and brand concepts more closely with fashion and trends, attracting the attention of young people with creativity and individuality. It combines home furnishing products such as sofas with well-known Internet celebrities and fashion shows, and uses Internet celebrities and live broadcast channels to create a breakthrough for brand personalization and brand communication in the young market.

3. Tmall MV "Fighting Time with Delicacy"

Tmall International’s MV “Fighting Time with Exquisiteness” used an animated style coupled with a rhythmic music melody, attracting many people to watch and appreciate it. The purpose of this MV advertisement is actually to promote Tmall International's World Wonderful Things Day Global Essence Special, with the main skin care theme of "If you are lazy, you will age first", and the target is mainly the female group. In order to better create the visual atmosphere and take into account the trend of younger skin care, Tmall adopted the advertising form of animated music MV, and sculpted the pictures and music to bring a better immersive experience.

"Fighting Time with Refinement" uses animated images, with beauty and skin care, which are of concern to women, as the main theme. It uses common skin and skin care problems in life, and shows the pain points of many young people's lives, which resonates with the target group and has more demands and visions for skin care products and adjustments to life status. With its cute and simple animation style and pleasant music, this MV has captured the hearts of many people. In addition, because its two-dimensional style is very consistent with the style of Bilibili, it has also attracted many users to watch it on Bilibili.

In this MV, in addition to displaying the content, some brands and products are implanted in the second half, which is consistent with the theme content of the first half. It seems natural and smooth, and allows many people to naturally receive the information of these brands. Some netizens even said that they like the music in the MV very much, but they did not expect it to be an advertisement. This MV of Tmall has attracted the attention of many young consumer groups, and its purpose is to promote and market to a younger market.

4. Kindle×Inconvenient Noodle House: Convenient Library

"Cover Kindle, noodles taste better", which was once regarded as a joke by people, not only became a teasing copy of Kindle later, but was also taken seriously by Kindle, and started selling instant noodles, further confirming its function as an "instant noodle lid".

The Kindle Convenient Library, launched in cooperation with the Inconvenient Noodle House, is an offline store that was open for only three days. It is located in the "Inconvenient Noodle House" in Guangzhou. Prior to this, Kindle added a backlight function to the original entry-level e-book reader, and targeted the youth consumer market, upgrading it to the "Youth Edition". In order to promote this product and show the new changes in the product and brand, Kindle not only played the "instant noodle cover" joke itself, but also used the creation of the Convenient Library to implement this joke in offline scenarios. In the convenient library, you can pair different noodles with different books. The store will provide consumers with some fixed book lists, such as pairing "The Three-Body Problem" with beef noodles, "The 15th Year of Wanli" with noodles with shallot XO sauce, and so on. If there are too few choices, you can use the "instant noodle incubator" - the youth version of Kindle to freely choose your favorite books to match with the noodles. You can also choose a protective cover that matches the noodles and use it as a lid for the instant noodles.

After the copywriting of "Cover with Kindle, the noodles are more delicious" became popular on the Internet, Kindle further utilized the topicality and influence of this meme, struck while the iron was hot and cooperated with instant noodle brands, and launched this novel and interesting offline experience, which attracted the attention of many people. Not only did this gimmick make a huge contribution to the sales of instant noodles and Kindle, but it also established a brand image among young consumers that is playful, full of personality and cultural.

5. JD Mobile "Real Fragrance" Service

Using popular Internet elements and some hot memes to create buzz is a creative marketing feature of many brands today. JD Mobile's "Zhen Xiang" service is obviously derived from the well-known Internet emoticon package "Zhen Xiang" and its source Wang Jingze. The "Zhen Xiang" meme that is popular on the Internet means "an attitude change from swearing never to do something to finally doing it, and expressing admiration and approval for it". Taking advantage of the popularity of this meme, JD Mobile launched the "Zhen Xiang" service. In order to continue to borrow the popularity, JD Mobile and invited Wang Jingze to cooperate in filming a video advertisement about "Zhen Xiang", which depicts some problems in life such as broken screen of mobile phones, wanting to trade in old phones for new ones, and wanting to return phones at any time. The advertisement mainly reflects the three "Zhen Xiang" services provided by JD Mobile to consumers, namely broken screen insurance, trade-in, and 7-day no-reason return. It expresses that with generous and thoughtful after-sales service, consumers can "slap themselves in the face" after a bad consumption experience through after-sales service.

The "True Fragrance" service successfully attracted the attention of many netizens by leveraging the popularity of hot topics and Wang Jingze's appearance on the screen, and its advertising content also hit the inner demands of many consumers. Its outstanding "True Fragrance" service provides a very thoughtful and excellent after-sales service solution to these demands, allowing consumers to dispel many worries about the product and experience and consume the product with greater confidence, thereby enhancing consumers' favor and trust in JD mobile phones.

6. Nike: Don’t trust me, obey me

Nike's marketing has always been praised. In early April 2019, the phrase "Don't believe me, obey me" ignited the enthusiasm of the entire Jincheng and also triggered heated discussions in the marketing industry.

"Don't trust me, obey me" is Nike's "city-oriented" themed series of advertisements for Beijing. It uses the familiar accent of Beijingers and representative words of Beijing sports enthusiasts as materials to produce 5 30-second short video advertisements with vivid images and full of humor. In addition to these catchy and humorous words and phrases, the advertisements also feature scenes from Beijingers’ daily lives and sports, which are used to add more plot and dramatic content. For example, one of the advertisements, titled “Champions,” is about several male athletes running hard towards the finish line, with the background sound indicating that there are only a hundred meters left. Unexpectedly, a female athlete suddenly overtakes them and crosses the finish line.

It is full of drama and humor, but it also interprets the brand concept of sports and hard work. It is also in line with the public's recognition and pursuit of sports and health, making Beijingers feel very familiar. It is not difficult to understand the success of this series of advertisements.

From the above digital marketing cases, it is not difficult to see these characteristics and changes:

1. In addition to using a variety of online social media platforms for communication and promotion, more diverse forms are also used, among which the most popular is short video.

2. When using the Internet for promotion, combine it with offline enhancement experience in real time.

3. At the same time, cross-border collaboration and creative marketing between brands are more common.

4. Use a variety of marketing methods, and pay more and more attention to the richness and creativity of content.

5. Brand digital marketing is more oriented towards the younger market, and its younger trend seems to have become an irreversible trend.

Author: Li Shan

Source: PR Home