What do you think of the top 10 most talked-about marketing campaigns in 2018?

As public attention becomes distributed in a "powder-like" manner, it is becoming increasingly difficult for brands to reach more consumers through a limited number of channels. Brands and agents are exploring the dark road of marketing together, discussing social topics, catering to young people's social needs to express themselves, and even engaging in topical gambling marketing...

Although experimenting can be risky, being conservative may be the industry's biggest danger. We have carefully selected 10 marketing cases that are widely discussed inside and outside the circle, hoping that they can bring you some inspiration.

Ranking is in no particular order, based on the release time

1. NetEase Cloud Music: What memories are hidden in your personal playlist of 2017?

Brand owner: NetEase Cloud Music

The origin of sociality is loneliness. NetEase Cloud Music uses big data to gain insights into user status and, through keyword design, accurately taps into the loneliness and sensitivity of young people who are eager for others to understand them. It also makes countless cloud villagers (NetEase Cloud Music users) feel understood by the brand.

This “private playlist” deservedly became the first marketing case that went viral in 2018 (of course, the next day there was the viral announcement of Alipay’s annual bill), and the marketing idea of ​​using user testing to trigger sharing and dissemination also inspired a large number of “test H5s” that have sprung up like mushrooms after rain.

2. Apple × Chen Kexin, some people’s Spring Festival only lasts three minutes

Brand owner: Apple Agency: TBWA Shanghai

When taking photos, editing photos and posting them become a daily routine, we sometimes fantasize about writing and directing a work of our own. During the Spring Festival, Apple invited director Peter Chan to participate in a bold attempt to realize this seemingly impossible dream for us. The iPhone X's camera lens is combined with movie-level production, and the true feelings contained in the film easily stung people's tear glands.

Apple's way of telling stories behind its products has won praise from advertising and marketing professionals, but naturally there have also been many questions about the weak relevance of the products and the inability of consumers to realize them. But no matter what, this does not affect "Three Minutes" from becoming one of our warm memories of the Spring Festival.

3. An interview that no man can pass. Do you dare to challenge it?

Brand owner: Chando Agent: bangX Shanghai

In order to have a deeper communication with consumers, many brands have begun to boldly challenge social issues such as leftover women and mourning culture. This time, Chando focuses on gender discrimination in the workplace and exposes the various problems that women may encounter in the workplace in reality through the documentary "A Man Can't Pass an Interview".

Although if you put yourself in their shoes, these "selected interviewees" did nothing wrong, the purpose of this time Chando is to try to get more men to learn to "think from their perspective." On the one hand, it allows people who are used to looking at issues from a male perspective to understand the difficulties faced by women in the workplace. On the other hand, it also hopes to bring more power to others through the joint voice of the brand and outstanding women in the workplace.

4. 999 Children’s Cold Medicine: Don’t think that parents can do everything, there are some things only children can do!

Brand owner: China Resources Sanjiu Agent: Youmen Interactive

Children are not only the objects of protection of adults, but also the little heroes who take care of adults. When the wounds caused by life cannot heal ourselves, perhaps we can be healed by the innocence of children. As the first expression of the brand's attitude, 999 Children's Cold Medicine combines product features with a heartwarming video from an unconventional perspective to present the importance of children in the family.

The prevalence of emotional marketing in the communication environment and the inconsistency of the Taiwanese style are the "innate deficiencies" of this wave of marketing, but the sincere and true attitude makes this video warm the hearts of many parents.

5. The chairman of Vatti officially signed and published in the newspaper: If the French team wins the championship, Vatti will refund the full amount!

Brand owner: Vatti Agent: Z+ Creative Guangzhou

How to stand out during the World Cup? The Vatti brand and others joined forces to make a big gamble! As the competition continued until France finally won the championship, the marketing method of Vatti World Cup was constantly discussed.

Even after half a year, the public still has many doubts about the costs and actual effects of Vatti's World Cup marketing, but it is undeniable that Vatti has become the most impressive kitchen appliance brand for consumers during the World Cup. But we don’t know how many times we will have such good luck.

6. Get App: Do people understand economics, or does economics understand us?

Brand owner: Get Agent: EGGSHELL Eggshell Hangzhou

Knowledge comes from life. Get #VegetableMarketMeetsEconomics# marketing, cleverly combining the two unrelated scenes of "learning" and "life". Make the boring theories in books as interesting and vivid as trivial matters in life.

The copywriting posters with the vegetable market as the setting have narrowed the distance between economics and ordinary consumers, but the contradictions between some professional vocabulary copywriting and most of the cognitive perceptions of the image of the vendors as ordinary citizens have made many people feel a little "out of place". In fact, economics is not that boring, and ordinary people can also have big dreams.

7. Nike Super Burning Commercial: In 2033, the Chinese team will dominate the World Cup

Brand owner: NIKE Nike agent: W+K Shanghai

During the World Cup, a huge traffic pool, many widely discussed marketing cases emerged. This video by Nike is one of the boldest attempts by an international brand to localize. Using the same global marketing strategy, Nike has created a story that does not exist in reality: China will dominate the football world in 2033.

The plot setting is bold and even crazy, and the secretly buried football jokes have really aroused the "World Cup" complex of hundreds of millions of Chinese football fans. The advertisement inspired a group of Chinese teenagers to be bold in their imagination and take action. But what we are curious about is how Nike, which has always been crazy about its own flag, will deal with the situation of being slapped in the face in the future?

8. When I left, it was called Timberland. When I came back, it was called Indestructible.

Brand owner: Timberland
Agent: SGAD+ Shanghai

Two years ago, Timberland established the brand’s unique “authentic” temperament with its “indestructible” shoes; two years later, Timberland wants to tell the indestructible story again. The big yellow boots we are familiar with have lost their fresh look when they first started out in life, and are now covered with a few scars from long-term life. With the same product perspective and the same metaphor of shoes for people, the ads released two years apart will inevitably be compared and discussed, but these debates are more like our views on different stages of life. Although youth is something to be missed, growth is also a great gift.

9. Nike: Just Do It, crazy dreams will eventually come true

Brand owner: NIKE

For thirty years, the slogan "Just Do It" has been inspiring the world. In honor of this spirit of inclusion, the film “Dream Crazy” tells the stories of a group of celebrity athletes.

Nike boldly hired football player Colin Capeni to star in and voice the film. He has publicly expressed his dissatisfaction with the US authorities' policies toward African Americans and minorities. The conflict between individual and group opinions sparked widespread controversy on Twitter, with even the president getting involved. After experiencing a number of deteriorating situations including falling stock prices, consumer protests, and declining sales, the situation miraculously reversed. Nike's marketing campaign implemented the brand spirit of "Just Do It" to the end, and this advertisement was named the best advertisement of the year by Adweek.

10. CCTV 2014 Spring Festival Gala Public Service Advertisement "Chopsticks"

Brand owner: CCTV Agency: McCann Shanghai

D&G's negative textbook-like advertising and public relations triggered a collective boycott among the Chinese people, but its public service advertisement "Chopsticks" triggered widespread heated discussion among the Chinese people after a lapse of 5 years. Behind a small pair of chopsticks is thousands of years of Chinese food culture and human warmth. Only when advertisers understand people’s hearts can advertisements remain relevant over time. At the end of this issue’s Top 10 Hot Marketing List, we hope that this advertisement full of positive energy can give you more confidence in the cold winter. Believe in the industry and believe in yourself.

Source: Shuying.com