A review of the top 10 most popular marketing events in 2018

Alipay Koi, Yang Chaoyue from "Produce 101", Wang Sicong's lucky draw... Regardless of whether you have participated in these major marketing events of the year, you must have heard of them due to their extremely high popularity.

This inventory is mainly to help myself sort it out. The details of the inventory events are written relatively simply. Those who are interested can search and query according to the title. There should be very detailed analysis on the Internet.

1. Alipay Koi

During this year's National Day Golden Week, Alipay is causing trouble again. Retweet the Weibo and win a chance to win a 2018 Alipay Chinese Koi and receive a free gift package. The entire gift list is so long that you can’t even finish it.

Six hours after the event was launched, the number of reposts on Weibo exceeded one million, making it the corporate Weibo account that reached one million reposts the fastest in the history of Weibo. In the end, this Weibo post received more than 4 million retweets, comments, and likes, and 200 million impressions . After the results were announced, topics related to the "Koi Event" have been dominating the Weibo hot search list, and the number of Weibo fans of the winning user "Xin Xiaodai" increased to 710,000 overnight.

In fact, this is not an innovative activity of Alipay, but why is it so popular only this time? First of all, all of this was planned, and it was not a cold start by Alipay alone. Alipay’s operations team has teamed up with major brand partners and asked them to complete reviews and forwarding within a specified time . The centralized comments and reposts by Weibo Blue V not only expanded the influence, but also raised the momentum of the entire event.

Secondly, the word "koi" is contagious . The first sentence of Alipay’s Weibo copy for this event is: I wish you to become China’s koi. Weibo itself can be called the "hometown of koi". The copy does not require any extra explanation. When users see the word, they can directly participate and forward it without having to paraphrase or invent new concepts, which reduces the resistance to dissemination.

Finally, exceeding expectations is the prerequisite for triggering communication . Retweeting for prize draws is a very old marketing method on Weibo. Prize draws of all sizes are held every day. The key lies in whether the prizes are numerous enough, rich enough, and exciting enough. It takes about three minutes to read through the Alipay prize list. It is truly a collection of all the prizes and anyone who sees it will want to forward it.

While Alipay has pushed the koi culture to a climax, it has also given us something to think about: Weibo, as a naturally open social media platform, is one of the best marketing platforms, but there are actually very few people researching Weibo marketing now, so everyone can spend their energy paying attention to it.

2. Hupu vs. Kris Wu: Complete three years of KPI in one week

At the end of July, 660,000 Hupu JRS tore up 33 million Wu Yifan fans, and Hupu’s pedestrian street Weibo followers increased by more than 300,000, and Weibo hot searches remained for a long time. What’s more amazing is that Hupu APP, which has been hovering outside the top 700 or 800 on the iOS application list for many years, rose by more than 600 places in 48 hours and rushed into the top 60.

Why was Hupu in a weak position at the beginning, but was able to turn defeat into victory and become the winner in the end?

In this marketing event, Hupu's position was passive at the beginning. The reason was that a user posted an "unadjusted" audio clip of Kris Wu on Hupu Pedestrian Street. After seeing it, Kris Wu's fans prepared to launch a report and counterattack on Weibo. Hupu originally allowed Wu Yifan's fans and Hupu users to fight each other, but when they realized that something was not right and the situation was getting bigger and bigger, they took preemptive action. They chose to "fight back" fiercely, using Wu Yifan's super traffic IP to add fuel to the flames:

1. In the Hupu APP, posts about Kris Wu are pushed all over the main road of the pedestrian street. The content of the discussion involves all aspects, from the incident itself to Kris Wu’s "black spots", covering everything.
2. The "lit" button in the comment area of ​​the APP was replaced with the high-frequency word "skr" used by Kris Wu in a certain program, and the light bulb icon was replaced with a microphone, which can be said to have touched every user.
3. Hupu's official Weibo account released a series of controversial topics on Weibo, and intentionally responded to some KOLs' Weibo posts, such as Weibo CEO @来去之间, @江苏网警, etc., which undoubtedly increased the exposure of this marketing campaign.

The first step in Hupu’s marketing topic planning is to discover hot topics, follow up in a timely manner, and then release controversial topics. Finally, Hupu pushes the entire event to a climax by responding to KOL’s Weibo. I have to give a thumbs up to the guys who operate Hupu. They discovered the hot spots from the very beginning, and then planned the topics step by step. In just a few days, they firmly grasped the hot spot marketing.

3. Wang Sicong celebrates IG's victory with a lucky draw

On November 6, the topic #王思聪彩票# instantly topped the Weibo hot search list. When we clicked on it, we found out that it was because the IG team founded by President Wang won the championship, and he spent his own money to launch a Weibo lottery: 113 people were drawn from the reposts/comments/likes, and each person received 10,000 cash, totaling 1.13 million.

The Weibo post was retweeted over 3 million times in 2 hours and over 19 million times in 1 day, becoming the fastest Weibo post to reach 10 million and 20 million views in history.

Why does Wang Sicong’s Weibo receive such high interaction?

First of all, the entry threshold for this lottery is low . Generally, users are asked to forward the message, @ a few people, etc., but this time, Wang Sicong can win a prize as long as he forwards/comments/likes the message.

Secondly, the most important thing about a lottery is the prize . Wang Sicong refreshed users' perception with 1.13 million yuan (10,000 yuan per user), the highest single lottery amount in the history of Weibo. The prizes are attractive enough and exceeded people's expectations. The participation threshold is low. Users can have the chance to win the lottery just by moving their fingers. Why not? The prize is big enough to exceed people's expectations.

Finally, emotional conflict is a medium of communication . In the League of Legends S8 finals, IG's successful counterattack marked the first time a Chinese team reached the top after 2218 days. After IG won the championship, this topic has been all over WeChat Moments and Weibo. Wang Sicong himself is a top traffic IP, and he used IG's championship as a gimmick and used Weibo's lucky draw to hope that fans would convey that e-sports is not just a game but the core of competitive sports, so users are willing to spread the word.

As a result of this lottery, Wang Sicong’s Weibo followers skyrocketed from 16 million to 35 million in just one day, and the number of reposts reached tens of millions in 2 hours, successfully disrupting Tmall’s Double Eleven and setting a new record for social marketing on Weibo .

4. The Summit: The most popular APP

In the Internet circle, every six months or so, a "screen-sweeping" hit product will appear, triggering countless people to follow suit and copy and imitate it. This has become a "regular" thing.

On the evening of January 3, which was Wang Sicong's 30th birthday, he announced that he would donate 100,000 yuan as a bonus to an app called "Chongding Conference", and said: "I'm giving money away, and I'm happy to do so", "I give out bonuses every day, and I will give out 100,000 yuan tonight at 9 o'clock", and attached a screenshot of himself winning 322.58 yuan in the "Chongding Conference" app. Taking advantage of the popularity of Wang Sicong's birthday, 280,000 people participated in the quiz at 9 p.m. that night.

In fact, the overnight popularity of the "Climb to the Top" was not accidental. It itself borrowed from the popular live question-and-answer APP HQ Trivia overseas. The rewards are large, the threshold for answering questions is low, the difficulty level of the questions is cleverly set, and the resurrection code invitation system makes this product very contagious.

5. France won the championship, and Vatti refunded the full amount

If we recall the most impressive marketing cases during the World Cup, it must be the unconventional electrical appliance brand Vatti. From the low popularity in the beginning to the French team's advancement to the quarterfinals, everyone began to talk about this event.

Almost at the same time when the French team won the 2018 World Cup in Russia, the message " France wins the championship, Vatti refunds full payment " swept social media. No matter people doubt it or laugh at it, Vatti is a hit anyway. Although the 79 million refunded was not in cash but in the form of shopping cards, which was criticized by everyone, Vatti’s marketing is still a successful case of unexpected victory.

The cleverness of Vatti's marketing lies in: someone has calculated that if the profit part of these sales proceeds is used to bet on the French team winning the championship, then regardless of whether France wins the championship or not, it is a sure-win deal for Vatti, and it can be called a perfect hedging case.

6. Forbidden City Makeup: The Road to Retro Marketing

Speaking of new internet celebrities, I only admire the 600-year-old Forbidden City. Before Double 12 this year, the Forbidden City Taobao made a big move and posted an article on its official Weibo titled "What if the Forbidden City entered the beauty industry?" and launched the Forbidden City makeup series. In just a few days, this article has been reposted more than 60,000 times, and the number of readings of the article has exceeded 8.58 million, which has really become a hit in the makeup industry.

IP is regarded as a new energy source for marketing activities, and packaging brands as IPs has become a general trend. As a super IP, the Forbidden City itself is a topic of discussion. Coupled with the operation of a professional team, although it looks very down-to-earth and cute, it has not abandoned its rigorous research attitude towards history and profound sense of history. Instead, it has given itself a new form of presentation, allowing more people to understand China's history and culture.

This time, the Forbidden City cosmetics has taken its own path to rejuvenation in its own way. Let us wait and see what the future holds for the Forbidden City’s marketing.

7. Dyson: This year’s ultimate recommendation list

At the beginning of October, I had just returned to work after a long vacation, and my inner restlessness had not yet subsided. With the self-media "Camelia Camellia" publishing an article "wow Dyson automatic curling iron is here, this is the ultimate list for this year", the number of readers reached 10w+. Overnight, people's Moments, regardless of gender, were flooded with this message.

With the dramatic increase in the amount of dissemination, the features of Dyson curling irons such as "black technology", "good looks", "expensive" and "hair volume" have gradually been mentioned, and various jokes have frequently emerged. Dyson's new products have swept the public and become a brand that everyone wants to post on their WeChat Moments.

Due to its high price and magical functions , the Dyson curling iron has become a natural marketing topic on social media, sparking endless carnival among bystanders on social media, both men and women. At the same time, Dyson closely integrates with the pain points and hot spots that people are currently concerned about, and has long associated the Dyson brand with solving pain points and hot spots, using powerful product functions to plant seeds for consumers .

8. Google: Guess the Picture Song

In July, Google released a WeChat applet called “Guess the Picture Song”, which went viral on WeChat Moments in 3 hours! A bunch of soul painters suddenly appeared in the circle of friends, and their painting styles are basically like this:

Google combined AI technology with this game and successfully brought itself back into the spotlight of Chinese users . As the hottest and most watched technology in 2018, AI has never been experienced by the general public. Through the game "Guess the Picture Song", which everyone can participate in, Google allows users to intuitively experience and understand AI.

This game also takes advantage of the users' desire to show off after "passing a level" and shares the results on their Moments, in order to attract more users to participate in the game .

9. The popularity of Wang Ju and Yang Chaoyue from Produce 101

The most popular variety show this summer is undoubtedly "Produce 101". Almost every episode has been on the Weibo hot search list after it was broadcast.

In the early stages of the program, it was not very popular, but suddenly Tianwangju and Yang Chaoyue occupied the Weibo hot search list and ranked high. As a result, the program became popular on the entire Internet, and the circle of friends was completely flooded with these messages, causing heated discussions across the entire Internet.

With so many variety shows, why is "Produce 101" so popular this summer?

First of all, the program team used Wang Ju and Yang Chaoyue, two very topical and popular contestants , to artificially trigger heated clashes and discussions among everyone's opinions and values, and upgraded the words and deeds of the program contestants into a social discussion on values ​​and aesthetic standards.

Secondly, use distinctive personal characteristics to arouse the public's recognition and emotional resonance . Wang Ju and Yang Chaoyue, one is a talented actress who lost because of her looks, and the other is a good-looking actress who lacks talent. They happen to be two very obvious opposites. Behind these two opposites stand groups, and the effect brought by the groups cannot be underestimated.

10. Mafengwo: Sorry, we mistakenly booked your Russian hotel in Greece. Please take a taxi to Greece...

Mafengwo successfully turned a crisis public relations into marketing. In July, a user posted on Weibo that due to a system error on Mafengwo, the Barbados hotel he had booked in Vladivostok, west of the Eurasian continent, was booked instead of a Barbados hotel in Greece, west of the continent . When the user arrived in Vladivostok, he discovered that he could not check in because there was no order information for that hotel.

After that, the user contacted customer service, who gave two solutions:

1. Compensation: 216 yuan.
2. Take a taxi to the wrong hotel, and the fare will be reimbursed and a 100 yuan coupon will be given as compensation.

Apparently the customer service gave the second solution without checking the map. The taxi fare from Haisenwei to the Barbados Hotel in Greece was as high as 80,000 yuan. This incident was reported after a user posted a post on Weibo titled "Mafengwo: Sorry, we booked the hotel you booked in Vladivostok in Greece?" After the article "Take a taxi to Greece" was published, the topic #Mafengwo take a taxi to Greece# continued to ferment and triggered 4.46 million discussions and triggered a number of media reports.

Let's take a look at what Mafengwo did in this incident: Mafengwo sincerely chose to abide by its promise according to Plan 2, compensating the taxi fare and giving three times the original order amount as compensation, successfully turning the crisis into safety and winning favor.

Mafengwo admitted its mistake this time and successfully transformed a crisis public relations into a crisis marketing, winning the hearts of most netizens and paying only 80,000 yuan! During the World Cup, Mafengwo spent over 100 million yuan on advertising, bombarding users with high-frequency, repetitive advertising slogans, but users did not buy it and it was criticized instead.

Source: Eva with a small square face