Can't you learn Durex? Because you don't understand these 6 marketing ideas...

poet? Joke teller? Emotional expert? A veteran in love? If you use these labels to describe Durex, it is not an exaggeration. 2018 is another year of explosive growth in content marketing. Some people say that Durex’s marketing tactics are outdated. The natural advantage of gender topics allows Durex to enjoy the traffic of the category. As long as it is given a dirty joke and netizens use their imagination to create it, there is no shortage of hormones in this world.

However, if a brand is to generate endless hot topics, create various screen-sweeping interactions, attract the public to follow and talk about it, and become the focus of online social networking, it needs high-quality operating methods and marketing strategies to support it. There are many condom brands, many of which are leaders in marketing. So far, I have not found any brand that can surpass Durex.

In 2018, Durex achieved a strategic shift in content marketing, which is mainly reflected in the following three aspects:

1. Content systematization - marketing content integration, modularization, and platform-based operation. If you look closely at Durex’s official Weibo, you will find that content creativity is no longer scattered and irregular, but is clearly divided into modules: Four Seasons Poetry Series, No Nonsense Series, Prize-winning Interactive Series, Creative Copywriting and Creative Posters, etc. Cultivate users’ interactive habits in different time periods.

2. Operational productization - Every piece of content produced allows users to participate and interact. Every interaction solves certain needs of users, allowing marketing to solve user needs like a product, from triggering user pursuit to guiding user participation, allowing every user to participate and become a marketer.

3. Interactive scenario - talk about summer heat relief, winter cold, football in the World Cup, emotional topics about daily life between the sexes. The rich scenarios allow more space and time for the development of topics. The creativity brings enough freshness to the public and encourages them to participate in it. The brand concept is also implanted in more fields and extended outward.

Below we analyze the six "routines" of Durex's content marketing from a specific perspective:

1. Eliminate nonsense series

How old are you this year? Would you still confess your love to the person you like?

What is the little thing that makes you think he/she is pretty good?

What behaviors of the opposite sex will make you lose all favor?

What love goals have you set in September? Are you done?

Durex has transformed itself into an expert on gender relationships, and has been doing so for a year! Durex has talked about all the hot topics in gender issues. It interacts with fans in the form of questions for each topic, allowing users to participate. It not only has a good communication effect, but also has social attributes.

2. Four Seasons Poetry Series

The four-season poetry series of Spring, Summer, Autumn and Winter expresses the seasons, love, art and gender relations from a cultural perspective. Culture can empower brands in a lasting way. Chinese culture is profound and extensive, and its influence and inheritance far exceed simple products and services. Cultural extension has broadened the dimension of brand communication and has become an important carrier of Durex’s content marketing.

To see more Durex Four Seasons Poems, click on the article: Durex Poems | Four Seasons Full 60 Poems

3. Prize-winning interactive series

Durex’s official Weibo account holds interactive sessions with prizes every month, encouraging fans to participate and share through prizes, thus forming interactive marketing. The prizes are usually Durex products or cross-border collaborations with other brands.

Durex’s rewarded interaction is not just a simple copy of the rewarded forwarding on Weibo and then @ing a few users. Instead, it simplifies the process in the participation link, reducing the number of links for users to participate, and adds processes in the interactive link, providing more channels for fans to participate.

4. Interactive copywriting and interactive poster series

Durex can always find an entry point that is interesting, novel or heart-wrenching, and use a few simple sentences to guide the topic, which may resonate with fans, stimulate fans' curiosity and desire to explore, or arouse fans' performance psychology, allowing users to actively and proactively participate in replies and discussions. The content creativity is very diverse, extending from gender topics to multiple fields and dimensions. The main forms of expression are as follows:

Fill in the blanks in the copy: Release at a fixed time point in "morning, noon, and evening", and set fixed topic tags to cultivate fans' interactive habits.

Poster set/long picture: Fully understand the user's habits, preferences and psychological characteristics, and select topics that best suit their age group and areas of interest. And combine them with topics of general concern and common phenomena in daily life to complete creative interactive posters, use creative imagination to re-create and secondary disseminate.

The topic-guiding copy is concise and powerful, one or two sentences are excellent; there are obvious guiding words, such as: what do you think, what is it, what about you, tell me, etc., to elicit users' ideas for interactive communication.

5. Hot IP Marketing

When it comes to hot marketing, Durex is quick, accurate and ruthless, producing many textbook-level ideas and making itself the focus every time it takes advantage of the trend. A core factor is: product image elements are implanted into hot IPs and interactive topics, and the shape or appearance of the product is changed through combination, deconstruction, rotation, extension, grafting, etc., and then implanted into posters. This creative approach makes hot events and IP materials almost ready-made, and you only need to consider how to connect the product with the hot spots. We are also very cautious in choosing hot topics, focusing more on branding rather than social events.

2018, loaded and ready to go

Avengers 3

Whenever it starts, I am on the front line

Gundam TV Series Anniversary

Real Madrid three consecutive championships

One night of intense fighting, three peaks

This is an invitation

Your home button is mine

Mission: Impossible 6

There is only one protagonist

Star Wars#Jedi

Argentina vs. France, a strong match

Croatia vs France, No One Can Sleep Tonight (4)

France wins

Cool AI Life

Tmall Double 11, ten years have passed in the blink of an eye

6. Festival nodes and social marketing series

During festivals, Durex uses creative combinations to elementalize the brand's extended concepts of love, safety, environmental protection, science, etc., and then implants them into most areas of daily life: culture, economy, sports, music, science, etc., so that all values ​​related to these concepts become the communication carriers of the Durex brand . In terms of creativity, we start from the big social concept to extract the focus, and from product form, gender topics, etc. to extract the points of convergence for combination.

Valentine's Day, the words are in the flowers

I wish you a new year that is more than just a little bit bigger

Women's Day

Mid-Autumn Festival

Across the World, Together

World Population Day

World Kidney Day

World Water Day

Human Lunar Day

Newton's birthday, kinetic energy is permanent, potential energy is long-lasting

Geometry Series

Darwin's Birthday

Evolution, from simple to complex

Set, wrap, throw

7. Summary

2019 will undoubtedly be the home field for digital marketing, and traditional advertising industries and enterprises are facing difficult digital transformation . Durex is the darling of digital marketing. The Internet has enabled this special product category to establish a positive connection with users in the social field and shine. Whether it is from blindly chasing hot spots to modular integration, platform-based operations, or scenario-based content interaction, Durex is a leader in the field of social marketing.

Ultimately, marketing in the digital age is constantly changing, and only by winning through change can marketing find a way out.

Source: Marketing Strategy (ID: lanhaiyingxiao)