Ofo's four marketing behaviors: brand, traffic, content and users

Yesterday, the official WeChat headline of Ofo was this.

After checking several times, it was indeed a honey advertisement, not a charity event. Regardless of whether it was a slip of the hand or not, the operation of the shared bike was fatal. On the one hand, it may harm readers and users, and on the other hand, it sends a terrible signal.

One can’t help but wonder, is the shared yellow car really going out of business? Let time take care of all this.

Put aside other things, let’s not talk about business, capital, monetization, etc. Today, let’s just talk about advertising and marketing .

A "sharing plan" on campus has grown at the speed of light into a "unicorn" in the industry, and the advertising of Ofo has played an indispensable role in this.

Of all the marketing activities , only four made the most lasting impression. These four marketing behaviors are respectively aimed at brand , traffic , content and users.

name

Before we talk about it, let’s first talk about the name of the shared bike.

At the beginning, it was called ofo shared bicycle . Since ofo’s main visual feature is yellow, people just call it the little yellow bike. The official decision was to go with the flow and officially change the name to ofo .

As a new brand, ofo has one of two things.

1. Visual hammer.
2. The nail of language.

Vision is very important for establishing a new brand. It can deliver information faster and make it easier for consumers to remember the brand.

Whether it is the name or the color, the shared bike has greatly reduced the cost of memory and recognition, forming a good visual hammer.

Later, more and more shared bicycles began to seize the color. Ofo occupied the yellow color, Mobike occupied the orange color, and Bluegogo occupied the blue color...

There was a joke like this, and there are not many colors left for shared bicycles.

Although I personally prefer blue, yellow is better when it comes to shared bicycles. On the one hand, warm colors give people a sense of intimacy, and on the other hand, they themselves represent youthful vitality.

brand

In April 2017, Ofo launched its first brand advertisement, with LxU as the advertising agency behind it. This TVC sets a good tone for the Ofo.

When the wheels start turning, there is wind.

You ride through the city, through the alleys, and onto the side roads with ease.

The wind passes through you, across your face, and blows away your hair, leaving no trace.

You are like a yellow bird flying across the street.

The wheel takes you to a destination, or to nowhere.

In the car, you can really feel the breeze when you are in the city.

Light and shadow meet scenery. You don’t own it, but you own it all the time.

There is no need to wait for the wind to come, the breeze will greet you as you move forward.

#Ride ofo and feel the city breeze#

This advertisement received a lot of praise and gave people a very relaxing riding feeling. Most importantly, it explains the relationship between people and cars very well.

It is not only a means of transportation , but also a comfortable lifestyle. Even in a city of steel and concrete, there can still be a gentle breeze.

Under the theme of "breeze", a set of cinemagraphic posters was also released, so you can feel the wind through the screen.

Temporarily put the customer's opinion

Boss's request

Meeting in the morning

All become wind in my ears

Who says joyriding is a privilege of the young?

The weather is just right

Coffee and bicycles are indispensable

Let go of the monotonous shopping and movie theaters

Go to the city to get some fresh air

It enriches more riding scenarios, including riding to get off work, going for a ride, dating...

It also expands the target consumer group, including young people, bosses, aunts...

From this time on, the youthful and vibrant little yellow bikes are no longer in the form of shared bicycles, but have entered the streets, companies and homes as a leisure and popular means of transportation.

flow

In May 2017, ofo welcomed a new spokesperson: Lu Han .

This super popular idol will bring cosmic-level traffic. The advertising agency behind this time is O2LAB Fresh Air.

Let’s talk about celebrity endorsements first. Ofo’s partnership with Lu Han is a good strategy. In terms of temperament matching, they are all bright and vibrant. And at that time, Lu Han should be the biggest traffic idol.

Traveling is that simple

Being young is so easy

Keep going, the world will keep moving with you

Start light and ride easily

The shared bikes maximize the star effect and traffic.

Not only do they cooperate in marketing, brand image building, celebrity topics, and fan interaction, but they also convey ofo's youthful and fashionable image through spokespersons. Under Lu Han's leadership, a new wave of riding ofo's small yellow bikes for urban travel has been set off.

With the huge fan traffic, Ofo can be said to be in the lead. But this is just a step on the accelerator, the lead is temporary, and the real "riding" is stable, continuous and powerful.

But no matter what, Ofo is the first in the industry to use celebrity endorsements. When it comes to traffic topics, it has a huge advantage. When other brands go the route of celebrity endorsements, the results aren’t as good.

And most importantly, the target strategy was achieved very well.

In my opinion, Lu Han’s endorsement this time is a clarion call for an all-out attack. If the previous step was just a tentative one, then the next step is to rush forward with big strides.

content

In June 2017, before the release of Despicable Me 3 , the yellow car and the Minions formed the most obscene CP in history.

The advertising agency behind it is GOODZILLA Italian Advertising, which planned an event of "Minions making yellow cars".

The yellow car and the Minions are a match made in heaven. Personally, I think the content this time is flawless and impeccable.

On the one hand, the Minions are experts in creation, and it is natural for them to become the workers of ofo's yellow bikes. This also helps to convey the message that the yellow bikes are ergonomic, lightweight and easy to ride.

It is presented in the form of news headlines, which makes the image interesting and appropriate.

On the other hand, it has opened the way for cross-border IP cooperation. The first batch of customized Minions cars rolled off the production line and were put on the market.

The cute big eyes give the Ofo brand life and personality. They are both shared bicycles, but people prefer these little yellow bikes more. My girlish heart is almost gone.

More importantly, Ofo has opened up new content horizons and connected more and more IPs. Through IP collaboration, more interesting content can be created to meet the individual needs of fans and users of both parties.

For example, ofo teamed up with Tongdao Uncle to launch the twelve zodiac signs bikes.

For another example, ofo the little yellow bike and Minister Bear are together.

There are also princess cars , muscle cars, Pikachu cars and more.

The shared yellow car has completed its evolution in form and has become a shared yellow car that is light, preferred, fun and has personality. On the premise of satisfying the functions of the product itself, the shared bike will continue to accompany us with a kind of preference through continuous content expression and presentation.

The end result is that there is no reason to ride an ofo bike. Maybe it's because it's fun to ride, maybe it's because it's fun, or maybe it's some inexplicable connection.

user

In August 2017, Ofo launched an explosive promotion: 30 days of free rides for just RMB 1.

Promotion is a form of advertising with visible effects, and free is the best catalyst.

This is an important node, and we will soon enter the era of cycling for all.

For users, it’s a simple calculation. I have to squeeze into buses and subways every day, spend hundreds of dollars every month, and endure rush hours in the mornings and evenings.

As for the shared bikes, “everyone rides for 30 days for 1 yuan” has become the best way to travel. For new users, there are even discounts such as "no deposit" and "free rides".

You are welcome to ride ofo's small yellow bikes, and you are also welcome to join the battlefield of burning money for subsidies. The number of users continues to increase, and the number of daily orders continues to soar...

This rough approach has led to the wild and brutal growth of shared bikes. This also means that it will cost a heavy price to standardize it in the future.

Ofo pays too much attention to its users and neglects itself. Firstly, they spoiled some users, and secondly, they failed to improve their products and services in a timely manner.

Ofo did not value and handle its relationship with users well, and overindulgence often leads to tragedy. "Happiness" and "relaxation" gradually disappeared from the shared bikes and slowly turned into "congestion" and "damage".

Personally, I think there should be a balance between cultivating and acquiring users. While acquiring users at a high cost, we should also actively and patiently cultivate them.

There is a huge difference between users brought in by money and users brought in by heart. The latter will always stay with you.

Finally, let’s talk about monetization.

Ofo has made some attempts at monetization, which may not have been very successful, but they are somewhat referenceable and inspiring.

1. Advertise on the car body. This is a relatively traditional approach, and each shared yellow car is a walking billboard.

2. Launch short video advertising business. When unlocking the vehicle, a 5-second brand advertising video plays. Ofo's daily orders for the yellow bikes are huge, which brings it a lot of exposure .

In any case, Ofo is really cautious in its advertising and marketing.

In terms of brand, the first thing to occupy the mind point is “City Breeze”. In terms of endorsements, first get the world-class traffic stars. The content is surprisingly successful, forming the most obscene CP.

In a sense, Ofo has done what it should do. No matter what the outcome is, just accept fate and leave it to time. I personally hope that the shared bike business can grow healthily.

It is a very comfortable thing to quietly feel the breeze in the city.