How do big companies like Tik Tok and Duoduo APP carry out promotion and marketing?

It is already the beginning of 2019, and the New Year holiday will be here in a dozen days.

In the past 2018, major advertisers have been active in the marketing battlefield, and many screen-sweeping cases have emerged one after another. Of course, there are also many advertisers who have to survive in the cracks.

In the past 2018, fission + social is still the main marketing keyword, and short video advertising has also become a highlight in marketing cases.

Here, the editor has compiled some screen-sweeping marketing cases in 2018 for your reference.

1. IG won the championship, Wang Sicong held a lucky draw on Weibo

Brief introduction to screen-sweeping marketing case: Wang Sicong’s Weibo lucky draw can be said to be the case with the highest traffic level at the end of the year. That is, 113 people will be randomly selected from those who forward, comment, or like the Weibo post and will each receive RMB 10,000. According to statistics, in just one day, Wang Sicong's number of fans increased from 16 million to 35 million, which means the cost of each fan was less than 0.1 cent! This is exactly what every advertiser dreams of!

Keywords for screen-sweeping marketing: lucky draw, low-probability events, profit results

Interpretation of the screen-sweeping marketing case: This marketing case is a very typical "low-probability event". We will find that this case has a great feature, which is " low investment cost, high return ". Users only need to like, forward, etc. to have the opportunity to get 10,000 yuan. At the same time, it also makes the most of the human mentality of "getting something for nothing".

2. Alipay Koi Marketing

Introduction to the screen-sweeping marketing case: I think Alipay Koi is the pinnacle of marketing creativity in 2018. By choosing the koi fish that brings its own traffic as a gimmick, and forwarding the "Alipay draws koi fish" Weibo, one lucky person who is the most favored in the world will be drawn and given a gift package worth one million yuan. This has also set off a wave of forwarding and participation on Weibo.

Screen-sweeping marketing keywords: draw for a million-dollar prize, koi

Interpretation of screen-sweeping marketing cases: Do you feel that Alipay’s tactics are all similar? Many people think that the gimmick of this case is the koi, but I think it is just a boost. Isn’t the real gimmick the “5 million gift package for one person only”?

Let’s review Alipay’s previous cases: scan the code to share 1.5 billion in cash; collect five blessings to share 500 million red envelopes. In this game, Alipay knows very well that what I want is traffic and what users want is money. As a result, they hit it off and took advantage of human greed and herd mentality to create wave after wave of screen-sweeping cases.

3. Vantage won the French championship and refunded the full amount

Brief introduction to the screen-sweeping marketing case: Before the 2018 World Cup, "Vatti" was only known to a small number of people. After the 2018 World Cup, most Chinese people knew "Vatti". Vatti just did a small thing to tie itself closely to the World Cup championship, "Buy Vatti appliances and get a full refund after France wins the championship"! Whether winning or losing, it will attract a lot of attention.

Screen-sweeping marketing keywords: World Cup hot marketing, incentives

Interpretation of the screen-sweeping marketing case: In Vatti’s marketing, it mainly used two marketing techniques: incentives and user emotions.

Remember: if your product has no traffic, you can consider connecting it to high-frequency things. Like Vatti tying itself to the World Cup, an electrical appliance brand is not a high-frequency topic of discussion, but the World Cup is a high-frequency topic of discussion, so it is natural that it is inevitable to be discussed in conjunction with it.

At the same time, during the World Cup, everyone was in an excited state, and Vatti fueled the conversion by offering "full refund", which triggered users' gambling mentality and quickly awakened their emotions of entertainment, excitement, etc.

4. Interesting cross-border products: Lao Gan Ma sweatshirts, Liushen floral water

Brief introduction to screen-sweeping marketing case: In 2018, cross-border marketing also made great strides. In June, the "Floral Water Flavored Cocktail" jointly launched by Liushen and RIO went viral, and the 5,000 bottles in stock were sold out in 17 seconds on the day of its launch. In September, Lao Gan Ma sweatshirts appeared at the Spring/Summer New York Fashion Week. Other products that have been trending on the screen include: Zhou Hei Ya x Yu Ni Fang "Little Spicy Kiss Lipstick", Fulinmen x Afu Essential Oil "Wanfu Golden Oil" makeup remover oil, Weilong spicy rice dumplings, Luzhou Laojiao perfume...each one is refreshing.

Keywords for screen-sweeping marketing: cross-border marketing, contrast traffic

Interpretation of the screen-sweeping marketing case: Cross-border marketing is a popular marketing case in 2018. At the same time, it is also a marketing method that allows others to quickly understand you. The core of cross-border is contrast, and contrast brings traffic.

5. New World and NetEase fission posters

Brief introduction to screen-sweeping marketing cases: New World Marketing Course and NetEase Drama King are now giving lectures. I’m sure everyone is familiar with these fission cases. The biggest strategic highlight of the several screen-sweeping events is that they all adopted fission techniques and distribution models.

The first-level distribution commission rate of NetEase Xijing Course is 60%, and the second-level distribution commission rate is 30%; the commission rate of Sanlian Course is 50%; the first-level distribution commission rate of Xinshixiang Marketing Course is 40%, and the second-level distribution commission rate is 10%. But soon, WeChat banned and restricted the flow of this content because it had the nature of inducing forwarding.

Keywords for screen-sweeping marketing: fission, distribution

Interpretation of the screen-sweeping marketing case: I think the reason why they can go viral is mainly because of the application of distribution mechanism, price comparison and celebrity effect.

For example, Jack Ma came out to share his experience in starting a business. The original price was 199 yuan, but now the price is only 9.9 yuan. Are you tempted? Again, use distribution profits to continuously stimulate users to forward. So, there is a reason why this kind of thing can go viral.

Of course, there are also many details worth learning. If you want to know more, you can check out this article: 100,000 conversions in 3 hours! An in-depth analysis of the New World Marketing Strategy is worth learning for all bidders!

6. That night, he hurt him

Brief introduction to the screen-sweeping marketing case: During the Spring Festival, GQ Lab created this long comic strip for MINI. It unfolds in the form of a dialogue between two people and incorporates many current hot topics, which aroused strong resonance among everyone.

Screen-sweeping marketing keywords: long comics

Interpretation of screen-sweeping marketing cases: This kind of long comic form has also been very popular in recent years. For example, Pechoin’s “time killer”. It is the same marketing form as soft articles, using the ups and downs of the plot to attract attention and inserting products at the same time.

7. Get the APP "Farm Market Economics"

Brief introduction to the screen-sweeping marketing case: On June 15, the Duode App brought economics into the vegetable market and held a theme exhibition with the theme #Vegetable Market Meets Economics# at the Sanyuanli Vegetable Market in Beijing, as well as the launch of the new book "Xue Zhaofeng's Economics Lectures". This marketing case can be said to have broken the previous programmed thinking of marketing communication, transformed the media into content, and expressed creativity in an artistic way.

Keywords for screen-sweeping marketing: knowledge productization, marketing scenario

Interpretation of the screen-sweeping marketing case: Before seeing this case, " How far do you think economics is from you ?" Very far away, right? Because economics sounds very profound. Similarly, when users don’t know what use a product will have for them, they won’t buy it.

This marketing case is equivalent to contextualizing knowledge and connecting it with the users themselves. The positioning of "the economics of the vegetable market" has actually expanded the audience of this book.

From this we can see that there is no boundary for product groups, the only boundary is you.

8. Tik Tok: The First Cultural Relics Drama Contest

Brief introduction to the screen-sweeping marketing case: On May 18, International Museum Day, seven major museums on Douyin jointly produced this H5 "The First Cultural Relics Drama Conference". In the H5, the cold and lifeless cultural relics in the museum came to life, and even spoke various Internet buzzwords, making people exclaim that "the official leather is the real leather", and it flooded the circle of friends early in the morning. It is said that the total PV of this H5 has exceeded 5 million.

Keywords for screen-sweeping marketing: H5 marketing, drama trend

Interpretation of the screen-sweeping marketing case: This marketing case can be said to have made use of the contrast of cuteness. The serious and cold attitude of cultural relics in the past was changed to a dramatic show. It can be said that it is extremely fun and interesting, and fun is always the foundation of communication.

9. Mengniu: “I am not born strong, I just want to be strong”

Introduction to the screen-sweeping marketing case: "I'm not born strong, I'm just destined to be cold", is this sentence familiar to you? Mengniu filmed this short video when Messi was at his most popular and successful. However, because Messi's performance in the 2018 World Cup did not meet expectations, this short video became the target of spoofs by netizens.

Keywords for screen-sweeping marketing: star endorsements, emoticons

Interpretation of the screen-sweeping marketing case: During the World Cup, Mengniu was blacklisted by the entire network and was spoofed by netizens, who also created a variety of emoticon packages. But it has to be said that this short film shot by Mengniu and Messi is also the best winner during the World Cup. There is no good or bad traffic, and sometimes being teased is also a way to be remembered.

10. iPhone x "Three Minutes"

Introduction to the screen-sweeping marketing case: This short film directed by Chen Kexin tells the story of a female train attendant and her child briefly reunited on the platform. For them, their anticipation for home and reunion during the Spring Festival is condensed in these short three minutes.

Screen-sweeping marketing keywords: emotional marketing

Interpretation of the screen-sweeping marketing case: Why did this short video go viral? Directed by Peter Chan? Shot with iPhoneX? These are all correct, but they are more in line with the overall environment. Taking advantage of the Spring Festival travel rush, the video created a scene where family members were separated and unable to see each other, which resonated with many users and led to reposts.

11. Fangtai "An Extra Day"

Brief introduction to the screen-sweeping marketing case: During Mother's Day, FOTILE launched the fourth season of the "Mom Time Machine" series, "The Extra Day", using May 32, a day that should not have existed, as the creative background. In collaboration with brands such as JD.com, Ele.me, and MissFresh, the series allowed mothers to encounter a series of "strange things" on a special day. The suspense drove the development of the plot and also paved the way for the theme.

Keywords for screen-sweeping marketing: scenario marketing, dilemma, and direct pain points

Interpretation of the screen-sweeping marketing case: In fact, the marketing formula for this series of short videos made by Fangtai is very simple: hit the pain point + solution. The reason why it can be so popular is very simple: scene marketing. Starting from the characteristics of housewives, the post tells the story of the difficulties faced by mothers, arousing strong emotional resonance among mothers, thus going viral.

In addition, it also uses the dilemma psychology. In real life, saving your wife may not save your mother, and saving your mother may not save your wife. If your solution allows your target users to have the best of both worlds, so that they no longer have to make a difficult choice, they will be more likely to change and choose your product.

12. 999 Cold Relief "Health is How It Should Be"

Introduction to the screen-sweeping marketing case: At the beginning, the video inserts several specific groups of people, such as: the obese people who always eat fast food and drink carbonated drinks; the people who stay up the longest every day to apply the most expensive facial masks; the people who stay up late while forwarding the news of sudden death from staying up late... It explains the current social situation, and tells people who squander their youth how important health is.

Keywords for screen-sweeping marketing: scene marketing, emotional marketing, resonance

Interpretation of the screen-sweeping marketing case: People have a left brain and a right brain, and marketing has emotion and rationality. This short video starts from an emotional perspective and provides insights into the current social situation. For example, when the elevator loses power, you joke to yourself, "I finally got some exercise today." Isn't this how we do things in our daily lives? This inducing psychological resonance among consumers.

The above is a summary of this case. Of course, there are more than three cases of short video screen-sweeping, but most of them are from the perspective of emotional marketing, so I will not go into details.

Looking back at 2018, there have been great changes in both the consumer market and marketing technology. The rise of cross-border marketing, the overall explosion of short videos, and the advancement of artificial intelligence will all affect the form of future marketing. Although marketing forms are ever-changing, the essence of screen swiping never changes: emotion (or fun) + social .

Source: Houchang College