Year-end review: Top 10 most popular marketing cases in 2018

It’s the end of the year again, and it’s time for the annual year-end review.

So what are the hot cases in the marketing circle in 2018?

The editor has listed ten cases for you, there is always one that will go viral on your circle of friends!

01. Wang Sicong’s Weibo lucky draw

On November 6, a piece of news about #王斯聪彩票# quickly topped the Weibo hot search list.

When I clicked on it, I found out that in order to celebrate IG's victory over the weekend, Wang Sicong was going to hold a celebration event. He was going to draw 113 people from the reposts/comments/likes, and give each of them 10,000 cash, and the prize would be drawn on Double 11 day. Double 11 lottery draw, this is the rhythm of competing with Tmall for traffic~

Others hold raffles and give out gifts, but Wang Sicong is different. He gives money directly to netizens, and he gave money to 113 people at once. What a slutty bastard, isn’t he? ! Netizens were instantly excited, and in less than 2 hours, the number of reposts of the lottery Weibo reached 10 million.

(Photo: Wang Sicong’s Weibo followers on November 6)

At the same time, in just one day, Wang Sicong's number of fans soared from 16 million before the event to 35 million. In other words, Wang Sicong only spent 1.13 million yuan in "marketing expenses" to gain nearly 17 million fans, which means the cost per fan was less than 0.1 cent.

It is worth mentioning that Wang Sicong’s Weibo lucky draw event also successfully disrupted Tmall’s Double 11 tenth anniversary koi marketing, and the retweet volume of tens of millions in 2 hours set a new record for Weibo’s social marketing.

Seeing this, Mei Xiaohua couldn't help but sigh, it turns out that our Principal Wang is a master in the marketing world! Advertisers are ashamed of themselves~

02. Alipay Koi Marketing

Speaking of hot marketing words in 2018, “koi” is definitely a must. From forwarding Yang Chaoyue's post to Alipay's "China Koi" award, everything went viral on the Internet, and countless people joined the "Koi Cult" in a short time.

The best way to push Koi marketing to a climax is Alipay's Koi draw event during the National Day . By forwarding Alipay's Weibo post [May you become a Chinese Koi], Alipay will draw out one lucky winner who is the only one in the world to receive a super gift package on October 7.

The gift package, which was estimated by netizens to be worth over one million yuan, unsurprisingly set off a wave of reposts on Weibo. In less than six hours, the number of reposts exceeded one million, and within a week of the National Day holiday, the cumulative number of reposts exceeded three million. Many big Vs and celebrities such as Gao Xiaosong and Li Xian took advantage of the opportunity to repost the message, and it made headlines on Weibo several times.

Undoubtedly, Alipay has also become the biggest beneficiary of this marketing campaign. In the past, on social platforms, the representative of Koi has always been "Yang Chaoyue", with the lingering shadow of Tencent. However, after this incident, Alipay took over Koi, and when people mention Koi, it is no longer just Yang Chaoyue.

The most important thing is, if you look closely, in this marketing campaign, Alipay only mobilized customer resources and the communication planning costs with its employees. All the gifts were provided by the cooperating merchants, and Alipay did not pay any money!

03. Wufangzhaishen Creative Advertising

During the Double Ninth Festival this year, Wufangzhai invited Durex agent (Global Times Interactive) to shoot a retro advertising film.

I never expected that the retro style of the 80s (broadcasting tone) + the internet-based stupid copywriting would turn it into an old-fashioned mudslide advertisement!

This magical sand sculpture copywriting makes you laugh out loud every minute~

"My father's father's father has eaten it, and my mother's mother's mother has eaten it too."

“The Internet celebrity store in the 1980s, the headlines of today”

"Middle-aged people born in the 1990s who wear thermos cups and long johns eat to maintain their health"

“The ingredients make people cry, and the packaging makes people shudder”

………………

When it comes to time-honored brands, many young people feel a bit distant. The old-fashioned counters, products, packaging... rarely appear in young people’s topics and circles of friends. Wufangzhai's advertising not only attracted the attention of young people, but more importantly, it highlighted the brand's tone and gained their recognition and emotional sustenance.

As the creator of Huanshi Interactive said:

Time is the best creativity. Finally, the question is, what do you think of Wufangzhai’s advertising?

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

In mid-September, the second season of the "China Day" event at the 2019 Spring/Summer New York Fashion Week kicked off, with trendy items from major domestic brands on display. However, what is surprising is that the most attractive item to domestic netizens is a Lao Gan Ma sweatshirt.

Mei Xiaohua learned that this sweatshirt came from the offline pop-up "Tmall National Trend Brand Store" jointly organized by Tmall China Day and Opening Ceremony (OC for short).

In fact, this is not the first time that Tmall has teamed up with "old brands" to do something. In May this year, Tmall teamed up with a number of Chinese brands to launch the concept of "Tmall National Trend", and then a series of online and offline activities were launched one after another. Li Ning, Feiyue, Pechoin, Mayinglong, etc., these Chinese brands we once knew have been renewed with the help of Tmall and have attracted countless fans.

In June, during Tmall’s “National Trend Cross-border” event, the “Floral Water Flavored Cocktail” jointly launched by Liushen and RIO swept the screen, and the 5,000 bottles in stock were sold out in 17 seconds on the day of its launch.

In addition to the new cross-border species of "floral water flavored cocktails" that have been all over the screen, there are also Zhou Hei Ya x Yu Nifang "Little Spicy Kiss Lipstick", Fulinmen x Afu Essential Oil "Wanfu Golden Oil" makeup remover oil, Weilong spicy strips and rice dumplings, Luzhou Laojiao perfume... each one is refreshing.

Zhou Heiya × Yu Ni Fang Spicy Kiss Lipstick

05. Mao Buyi endorses Bawang shampoo

In August this year, the news that Mao Buyi was the spokesperson for Bawang was all over the social media.

Mao Buyi + Ba Wang, this combination is also unexpected, but the reason for the endorsement is even more "laughing out loud". It is said that Mao Mao's fans strongly recommended it. Then @Ba Wang was deeply attracted by the name "毛~不~易" and thought that it would produce the association of "every hair is not easy". In the end, Ba Wang decisively decided that Mao Buyi would be the spokesperson~

In fact, fans who are familiar with Mao Buyi know that Mao Buyi was originally a stage name. Mao Buyi’s original intention was to remind himself to stick to his original intention and not be changed by life in his future life.

Unexpectedly, Bawang interpreted a new meaning from Mao Buyi's name - "Every hair is not easy", and even the copywriting slogan revolves around the name "Mao Buyi" - "Hair care is not easy, fortunately we have you."

Well, I have to sigh, Overlord’s move this time was really scheming. Just look at the level of heated discussion online, it’s no less than Jackie Chan’s Duang back then!

06. Hupu vs. Kris Wu’s fans

In July this year, Hupu's "straight men" and "fan girls" started fighting, and the fight frequently appeared on the hot searches on Weibo.

The cause of the incident can be traced back to the launch of "The Rap of China", where Kris Wu served as a judge. Afterwards, some Hupu netizens questioned Wu Yifan's singing ability and posted a dry rap video of Wu Yifan on the site. This incident quickly aroused the dissatisfaction of Wu Yifan's fans. A Weibo user named @银河鲨护卫队 directly called on Wu Yifan's fans to go to Hupu to report the black post.

Hupu officials took the initiative to promote this online event, and Hupu’s Weibo account @虎扑的和平街 posted a series of related Weibo posts to boost the popularity of the event. Following Wu Yifan’s response, @虎扑同行街 reposted it again and confronted him head-on. At this point, the war between the two sides broke out in full swing.

During the war, Hupu’s Pedestrian Street Weibo followers increased from 660,000 to 860,000. Hupu’s WeChat index increased by 1291% day-on-day. The most amazing thing 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.

Hupu completed three years’ KPI in just two days, which was naturally inseparable from the influence of Wu Yifan, the popular IP. However, Hupu's marketing success this time is not just accidental. It is also related to its successful product operation. Hupu not only provides functional value related to sports, but also a spiritual home for many "straight men".

07. France won the championship and Vatti refunded the full amount

Before the 2018 World Cup, "Vatti" was only known to a few people. After the 2018 World Cup, most Chinese people knew "Vatti".

Such a huge gap comes from a marketing campaign during this year's World Cup: "If France wins the championship, Vatti will refund the full amount."

For details, please refer to Vatti's WeChat Index. On July 16, the day when France won the championship, Vatti soared 3016.96%. In addition, Vatti also dominated the hot searches on Weibo, with its stock price rising as much as 9.93%, approaching the daily limit.

The man behind the marketing event of "Vatti will refund full amount if France wins the championship" - Zheng Daming of "Waiwai Creative" said in an interview with Meihua.com that in designing the event, they mainly set up a dual drive for the audience: one is the benefit drive, the activity rules of "full refund" involve an amount of money, up to 5,000 yuan; the second is the fun drive, linking the event with an "unknown" result, which is very suspenseful, just like a large game, which can obviously stimulate the audience's sense of participation.

08. Durex Four Seasons Poetry Collection

Do you remember the "PUA" copywriting that Mei Xiaohua popularized to everyone before?

It’s the kind of love words that aren’t heartbreaking and are just the right amount of sweet. Even the veteran brand Durex uses it!

PUA, the abbreviation of Pick Up Artist, refers to someone who is very good at picking up girls. PUA has another term explanation - "pickup art", which refers to the art of flirting with girls, understanding the psychological needs of girls, making girls feel good about you, and increasing the success rate of confession.

This spring, Durex, a veteran in the marketing industry, suddenly transformed itself into a "literary" poet (wet man), launching a collection of poems titled "I'm Not an Emotionless Killer," which quickly set off a wave in the advertising circle and was praised by netizens as "a copywriter who earns a million a year."

After the "Durex Spring Poetry Collection" gained great popularity, Durex continued to launch the "Durex Summer Poetry Collection" series, "Durex Autumn Poetry Collection" series, and "Durex Winter Poetry Collection" series. Each time attracted a large number of netizens to watch, and some netizens strongly requested Durex to publish a book.

09. The article "Director Zhang Yang, I love you" went viral

In early March this year, a 1992 literary young woman revealed her one-night stand with director Zhang Yang on her public account, claiming that she and Zhang Yang were the reincarnations of Sanmao and Jose, and that their love was destined. Subsequently, the article "Director Zhang Yang, I love you" quickly went viral on WeChat Moments.

In a short period of time, the article easily received over 100,000 views, countless comments, and over 10,000 likes!

As the article "Director Zhang Yang, I love you" went viral, the author of the article "Xiao Erjie" also quickly became a hot topic on Weibo. Within just two days, her Weibo fans increased to 30,000.

After the article was published, people from all walks of life did their best to participate in the carnival of this blockbuster. The character of "Xiao Erjie" is basically defined as "the most fresh and unworldly mistress in history."

If you really think so, you are too young and too simple! @梅花网 editor reviewed the entire process of the event and found that this is definitely a classic example of hype!

The article "Director Zhang Yang, I Love You" can be said to have concentrated all the elements of a hit article, including the entertainment industry, cheating, literary young women, old-young love, one-night stands... Each element is a hot topic for the public to talk about after dinner.

10. The fission screen of Xinshixiang, NetEase, and Sanlian Life Weekly

At the beginning of this year, the entire marketing circle seemed to be focused on three companies.

The first was NetEase, which has always loved to stir up trouble. It took advantage of people’s knowledge anxiety and jointly launched the “NetEase Drama Class” with Qianliao, which was the first to grab people’s attention. After that, using the same tactics, Sanlian Life Weekly and New World View successively exploded the circle of friends, making people fall into the "knowledge trap" once again.

The biggest strategic highlights of several screen-sweeping events 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%. Soon, WeChat banned and restricted the flow of this content because of its nature of inducing forwarding.

Forwarding and distributing courses is essentially the same as Wechat business – making money through relationships in the circle of friends. However, why do most people feel a little "embarrassed" about doing micro-business, while forwarding and distributing courses seems somewhat justified? Just like what is introduced in the book "Contagious", if you want your product to become truly popular, you must add one thing to the product design, that is, social currency. To put it simply, social currency is something people do either to have something to talk about or to save face.

Source: Meihua.com (ID:meihuaevent)