Review: NetEase Kaola’s Double 11 integrated marketing strategy!

I have been searching for spring for half my life, and your smile is it."

You have been looking for shortcuts to save money on Double 11 for a whole year, and NetEase Kaola’s Smiling ATM can solve the problem.

Before the start of Double Eleven this year, NetEase Kaola’s H5 “ Take a test to see how much your smile is worth ” became a small hit on WeChat Moments . As long as you open H5 and upload a photo with a smiling face, you can generate a red envelope of equal value based on the valuation of the smile. The key point is that this smiling face "red envelope" can be used directly on the NetEase Kaola online shopping platform. And the happier you smile, the greater the value of the red envelope!

As NetEase Kaola said: Money may not buy you smiles, but smiles can be exchanged for money .

This must be due to the unconventional marketing style inherited from TA's parent company, NetEase, which enabled it to come up with such a unique set of tactics.

However, just playing online is definitely not the style of NetEase Kaola, which is known as the " delayed advertising company " in the industry. Therefore, a real Smile ATM was launched simultaneously in offline physical stores. We have to admire NetEase Kaola's creativity and strong execution. The "money printing machine" actually does what it says!

Different from the online H5, this smile ATM will record your smile, print it on your personal banknote , and print it out. You can directly use the money earned from your smile to make purchases in NetEase Kaola's offline stores. It is a truly valuable smile currency . In the video, looking at the bright smiles on everyone’s faces when they see the money, you know that the discount must be very special!

The interesting point is that each smiley face has a corresponding currency type, such as German Mark, Thai Baht, Korean Won, etc. Different denominations also correspond to discounts of different values. You can directly exchange and use the currencies of other countries in offline stores, which further highlights the image feature of " Go to Kaola.com and buy the best products from around the world."

As soon as this activity was launched, it received a lot of praise. On NetEase Kaola’s official Weibo, some netizens commented that such a smile is so healing, while many netizens with a sense of drama joked: NetEase Kaola will probably go bankrupt from laughing! Becoming the richest man in the universe is just around the corner! This interesting, fun and warm interactive discount method has indeed brought considerable Double 11 sales to NetEase Kaola .

"The whole world is happy", nothing is more important than being happy!

In addition to the [Smiles for Money] project, NetEase Kaola has also launched a series of marketing activities with "The World is Happy" as the entire Double 11 marketing theme.

01《The Happy Journey of Raw Materials》

The first one was the video “The Happy Journey of Raw Materials” which was launched in early November, which kicked off the first wave of preheating and promotion for the entire Double 11 event.

The video is divided into three parts, using anthropomorphic techniques to depict the journey of commodity raw materials from their place of origin to Double Eleven goodies .

The three raw materials correspond to the three major categories of beauty, maternal and child care, and health care . Several typical products have been selected: avocado eye cream from the beauty category, milk powder from the maternal and child category, and deep-sea fish oil from the health care category, which have laid the foreplay for the pre-sales of hot-selling products in various categories on Double 11 .

Compared with those brands that directly announce category discounts, users seem to be more receptive to such cute and gentle promotional methods , which also lays a good foundation for subsequent conversions .

02 “Take a test to see your happiness index”

The second one is the testing H5 that NetEase is good at - "Test your happiness index", which is also packaged under the concept of journey and conducts psychological tests on major potential consumers based on the MBTI personality theory . On the surface, it is a psychological test, but in fact it contains NetEase Kaola’s Double 11 best-selling list . By not forcing ads to be embedded in the product, consumers are given the right to opt out of the ads , which also explains from another level that NetEase Kaola wants to deliver a freer and happier shopping experience.

From the happy videos of raw materials, to the happiness index test, and the [Smiles for Money] project mentioned at the beginning, NetEase Kaola continues to export happiness in a fun and interesting way, and also distinguishes itself from other brands at the first time, creating a happy and cute brand image on Double 11.

At the same time, it is not difficult to find that "the whole world is blooming with joy" is actually a pun . The first meaning emphasizes the happiness of the whole world , as happy as flowers blooming; the second meaning is more specific to shopping , advocating that users spend money happily on shopping. In an era dominated by dejected culture , the phrase "happy blossoms" also shows NetEase Kaola's insight into a different approach: instead of being depressed and spending money like crazy, it is better to be full of energy and reward yourself happily .

In the Double 11 marketing campaign where many brands bombarded the market with promotional information, NetEase Kaola played a set of good cards that were both interesting and warm.

From a global perspective, NetEase Kaola's "Worldwide Joy" project is also remarkable in terms of advertising marketing and brand communication .

1. Advertising marketing: Carry out Double 11 integrated marketing with users as the core to achieve "integration of brand and effect"

This year marks the tenth Double Eleven in the e-commerce industry and the fourth Double Eleven for NetEase Kaola. The marketing tricks before Double Eleven have long been played out. How to stand out from the numerous marketing activities and make marketing moves that are distinctive and memorable is a common problem faced by every marketer in the e-commerce industry.

In terms of creativity, NetEase Kaola has chosen a path of return . Think about the overall advertising creativity with users at the core, and deliver promotional information and brand values ​​more naturally through highly interactive, warm and interesting forms.

In terms of marketing, based on NetEase's own new retail online + industrial business characteristics , it fully leverages the advantages of integrated marketing on two ports and combines creative advertising to shorten the user's purchasing decision path.

During this year’s Double 11, NetEase Kaola exceeded the sales of the entire day of “Double 11” in 2017 in just 78 minutes; the sales of the entire platform for the entire day reached 2.4 times that of the same period last year! Such outstanding results are the result of truly implementing advertising marketing and brand communication into sales, achieving the "integration of brand and effect" that most brands strive for.

2. Brand communication: conveying brand values ​​through the social attributes of laughter

Socrates once said that in this world, we need almost nothing except water, sunshine and smiles .

Psychological research has long discovered that the human body and mind are an organic whole that influence and interact with each other, and a person's facial expression can affect his or her mental state.

Therefore, a smile is equivalent to a symbol of positive energy , which can guide people and even those around them to be positive. There is also a saying that smile is the most beautiful language in the world, and the truth is the same.

Especially the [Smile for Money] project, laughter can be contagious and has a positive social influence. This is also the brand value that NetEase Kaola wants to convey to the society: whether it is shopping or life, we should stay away from depression and return to the purest simple happiness . Because the power of happiness is infinite to human value!

At the same time, NetEase Kaola has also implemented this value in its marketing projects. During the Double Eleven period, you can directly pay for the world you want on the platform with a happy smile .

Whether from the perspective of creativity or brand, its height and social significance make NetEase Kaola far superior to other brands.

Summarize:

Regarding the retail industry, Ding Lei once put forward the following concept: " The origin of everything comes from the understanding of user needs ." Only when users identify with your brand values ​​will they trust your products, and the transformation from brand recognition to product will come naturally. Whether it is advertising marketing, brand communication, or product conversion, these three complement each other and interact with each other, and none of them can be separated from the other.

According to the Q3 financial report data just released by NetEase, the net revenue of the e-commerce business, mainly NetEase Kaola, was 4.459 billion yuan, an increase of 67.2% year-on-year.

On the road of marketing, NetEase Kaola and other NetEase brands insist on doing content marketing with attitude and warmth. This Internet craftsman spirit of pursuing speed over slowness is something that all brands need to learn .

Source: Wu Xiaobao