Review of Double 11 marketing cases in 2018! Recommended for collection!

It’s Double 11 again this year, and the carnival has come to an end for the time being. The excitement of the past month has now been included in the unpaid bill of Huabei. I clearly didn’t plan to buy anything, and I didn’t understand the rules, so why? Um? ? ?

Let’s take a look at the results of this over 200 billion project that everyone participated in:

In 2018 , Tmall’s Double 11 sales totaled 213.5 billion yuan , setting a new historical record.

Just 2 minutes and 5 seconds after the opening, Tmall's Double 11 transaction volume exceeded 10 billion yuan , and in 1 hour, 47 minutes and 26 seconds, it exceeded 100 billion yuan.

In 15 hours, 49 minutes and 39 seconds, the transaction volume exceeded 168 billion yuan, exceeding the total transaction volume of Double 11 in 2017.

JD.com's order amount from November 1 to November 11 reached 159.8 billion yuan , also setting a new record.

This year is of great significance to Tmall. The "10th Anniversary of Double 11" is undoubtedly the biggest gimmick. The "10th Anniversary" can take a macro view of the development of the times and a micro view of its own growth. Different content can be produced from different angles and communicated to different groups of people, which will be presented one by one below. Last year, after Tmall changed its brand proposition from "Just go to Tmall" to "Go to Tmall for an ideal life", we can also clearly feel that Tmall is no longer just a shopping platform for you to buy, it is advocating and leading a lifestyle by conveying the concept of an ideal life, and thereby accumulating its own brand assets step by step.

So after searching Tmall’s Weibo and Weibo accounts thoroughly, I sorted out the three vertical main lines of Tmall’s Double 11 marketing , namely the “10th Anniversary” concept that is highly related to Tmall, the Tmall IP that can communicate with consumers most directly, and the “Tmall List” that advocates an ideal life . The horizontal focus is on the Double 11 dynamics of other e-commerce brands such as JD.com and NetEase Yanxuan during the same period, as well as the activities of many co-branding brands, stringing together the Double 11 advertisements over the past month! ! ! This month's dense information is truly an advertising template worthy of careful review and consideration!

1. Multiple brands jointly promote Double 11

1. Cat head poster "The excitement has just begun", upgraded Tmall Double 11

The brand-cooperated cat-head posters are the highlight of Tmall's Double 11 warm-up phase. From "Enjoy XX, all on Tmall Double 11" in 2016, "XX | XX wishes you a happy Double 11" in 2017, to "XX×Tmall, the excitement has just begun" in 2018 and "The more X the more XX" in the middle of the cat head, the answers submitted by the brands every year give people a sense of solemnity like the joint entrance examination of X schools in middle school. Relying on the marketing promotion of "Tmall+", Tmall is gradually turning the "cat head" into a super consumption symbol.

In order to cooperate with the Double 11 promotion, major brands have also come up with various tricks. Lao Gan Ma returned from Fashion Week and played with pop music , Weilong launched a large bag of spicy strips, and Tsingtao Beer launched the Night Owl Beer with the slogan "Ten years later, good things are never too late"...

In addition to uniting 44 brands, this year's cat head poster also brought together 22 Alibaba economic partners to build momentum for Double 11.

Subsequently, the Alibaba IP was carried forward to the end, and each brand image was set up with matching characteristics. Tmall became the charismatic academic master because of its outstanding data, Alipay was the ant that had a mine at home, often lent money to others and kept asking for repayment, and Tao Piaopiao was a fanatical fan of movies and TV series. All the classmates in Alibaba had their own strengths, which made consumers have more favorable impressions on the brands behind the friendly IP images.

The brand-cooperated cat head poster is the first wave of Tmall’s Double 11. While building momentum for Double 11, Tmall is also upgrading Double 11. It is not only a shopping spree, but also a big day that belongs exclusively to consumers and has unique significance.

Click to view details

2. JD Global Goods Festival "Good things and fun on JD" shows individual attitude

JD.com's Double 11 theme this year is "Good things and fun on JD.com", which emphasizes an attitude. If the brand joint posters are unremarkable, then JD.com's Double 11 commercials and promotions for its product categories (including JD.com's mobile phone TVC "Don't care about your phone" , JD.com's book TVC "Find better answers" , JD Finance's "A Guide to Sneaky Living", etc.) all show consumers' unique consumption propositions.

JD.com Double 11 Advertising Film

2. The core and extension of Tmall's "10th Anniversary" concept

1. TVC + theme song, witnessing the story of ten years

Tmall interpreted the "Tenth Anniversary" through the first brand advertisement of the tenth anniversary of Double 11, with Tmall spokesperson Yi Yang Qianxi as the protagonist, igniting the topic of ten years of memories. Yi Yang Qianxi's influence is self-evident. His ten-year story has resonated with netizens, and Tmall has played the role of accompanying and witnessing the growth and transformation of consumers, thus completing a deep emotional communication.

2018 Tmall Double 11 10th Anniversary Brand Advertising

After talking with myself ten years ago, I gained a firmer belief in moving towards the future, which is exactly the positive energy conveyed by this year's Tmall Double 11 "The fun has just begun" . The theme song "The Fun Has Just Begun" was released on Xiami Music for 4 hours and quickly became the single with the fastest debut volume of over 1 million in 2018.

MV-The fun has just begun

2. Tenth anniversary pre-launch poster, emotional communication with consumers

Continuing the “Ten-Year Story”, Tmall found 20 representatives of ideal life characters and showed their respective changes through ten-year comparison photos. It also called on netizens to share their own ten-year stories, setting off a wave of nostalgia.

3. Tmall’s Journey of Lights: A Microcosm of Double 11 in the Past Decade

All the Double 11 Easter eggs from the past ten years are hidden in this short film.

Tmall Light Trip

4. Time Train H5, unlocking keywords for the next decade

From looking back at the past to looking at the future. The Time Train H5 released by Tmall’s official Weibo account randomly goes to the time spaces of Yuan Quan, Yang Zi, Hebe Tien and Wu Zun, unlocking users’ keywords for the next ten years through testing.

5. Tmall x Weibo 10th Anniversary Hot List, released the top 10 icons of ideal life in the past decade

Tmall and Weibo have launched a ten-year hot list. Clicking on the link will take you back to the Weibo hot list page ten years ago. The top search term is the keyword starting with your Weibo nickname.

We also collaborated with The Paper , New Weekly, Curiosity Daily, and GQ to release the top 10 ideal life icons of the past decade, which not only showcased the changes in life over the past decade but also further explained the connotation of an ideal life.

6. Tmall x New World Microfilm, triggering collective emotional resonance

From the ten-year stories of a number of celebrities to netizens’ own memories, Tmall also teamed up with Xin Shi Xiang to collect stories and released a micro-film "Ten Years of Skirt Dreams" adapted from readers' real experiences. The short film tells a story about friendship and dreams among three girls around a dress in a window.

Skirt Dream Decade

In addition, Tmall has specially collaborated with "New Weekly" to use the magazine covers of different years in the past decade as the background to record the changes and development of the times.

3. Multi-dimensional communication between Tmall IP and consumers

1. Tmall's departure incident vs. JD.com's one million yuan offer to find Wang Yuan

The Tmall Exodus event is undoubtedly Tmall’s most social marketing campaign during this year’s Double 11. On October 25, Tmall’s official Weibo account published an announcement offering a large sum of money to find a cat, saying that Tmall had run away from home, leaving behind only a note saying “Gone, don’t miss me.” Enthusiastic netizens and Blue Vs offered suggestions, triggering a wave of “cat-finding fever.” Within one day, the Weibo topic #天猫离家出跑# was read 130 million times.

Tmall’s official Weibo account even replaced its logo with a cat-less one, and from time to time it would post a postcard sent back by Tmall’s own cat, showing how good it is at riding on the popularity of the site.

Using Tmall to conduct social activities with other brands not only helps brands expand their voice, but also makes the IP image of Tmall more three-dimensional and real. In the end, it was "brought to justice" by Tmall spokesperson Yi Yang Qianxi, completing another wave of operations with hundreds of millions of exposures.

JD.com’s approach to finding Wang Yuan is somewhat similar to that of searching for a cat.

An internal email from JD.com was exposed on Weibo, saying that it would spend one million yuan to find Wang Yuan as its spokesperson, and a series of subway advertisements looking for Wang Yuan were also placed in Beijing International Trade Center, Dongdan Metro Station and Shanghai Shaanxi South Road Metro Station.

A magical video advertisement was also released.

"Spend one million to find Wang Yuan as the spokesperson" is a marketing event specially created by JD.com to warm up for Double 11. "Wang Yuan" is taken from the word "play" in JD.com's Double 11 theme this year, "Play things you've never played before." JD Computer and Digital has given a new interpretation to "play", because through "playing" we can constantly come into contact with the unknown and reach places we have never been to.

From JD.com’s official Weibo

Through recruitment, JD.com finally found six amateurs to serve as spokespeople for the Double 11 shopping spree.

2. Offline cat head installation + light show, covering all core business districts

Back to Tmall, whether it is the cat head poster or the cat-hunting event, they are all online applications of Tmall's IP image. Offline, Tmall has chosen to create new Internet celebrity landmarks with cat heads as the main image in the core new retail circles of 12 cities such as Hangzhou, Nanjing, Chongqing, and Wuhan, and has different slogans based on the dialect characteristics of each city, so as to be closer to consumers.

In addition, Tmall also exhibited offline 3D Mapping installations at the Beijing Water Cube and Shanghai Zhongshan Park Dragon Dream, combining art and technology, and jointly carried out Tmall Double 11 promotion with five major national brands including Lao Gan Ma, Haichang, Mengniu, Chaoneng, and Fenghua.

Tmall Double 11 3D mapping full video content

Click to view details

On November 1, Tmall also prepared two light shows in Hangzhou and Guangzhou to kick off the carnival.

3. Catalonia Polytechnic Institute H5 VS Strictly Selected Research Institute

In response to Tmall’s Double 11’s complicated promotional rules, Tmall this year shared red envelope strategies with users through an H5 called “Tmall Polytechnic Institute”. Comparing the Double 11 shopping spree to an exam seems to have many angles to explore. Understanding the various discount rules and putting them into practice (such as collecting various coupons, forming a team to share traffic pool red envelopes, etc.) is the preparation process, purchasing products and paying for orders is the exam scene, and showing off your orders and sharing your thoughts is the exchange of answers after the exam. The final Double 11 performance is naturally the exam score sent back. So the concept of the Cat Province Polytechnic Institute is very easy to understand, but the amount of information is too much. As an ordinary consumer, I want to give up the exam...

Also presenting Double 11 benefits, NetEase Yanxuan modeled the discounts into three male gods and introduced them one by one through the "Yanxuan Object Agency": Zhang Bazhe, who represents the 20% off coupon, Song Hongbao, who represents the 100 million red envelopes, and Xia Sandan, who represents the cash back for three orders. In the end, all three are given to you, which accidentally hit a hot spot.

Carefully Selected Research Institute

4. Lists and ceremonies that promote ideal life

1. Double 11 hot-selling list, become a "super shopping guide"

The Tmall Best-Seller List Ceremony at 19:00 on November 1st was like a large-scale promotion event, with celebrities acting as super shopping guides, packaging and presenting 3,000 must-buy best-sellers from multiple angles.

The stories of real shopping guides in real life were also made into short films. "He tried a thousand types of headphones in a year; she insisted on wearing jeans while practicing yoga for two years; and he took care of five hundred babies in five years..." These super shopping guides will serve as guides for consumers on their shopping spree and provide them with a list of Double 11 best-selling products.

Tmall also teamed up with Ergeng to launch the Indian-flavored "Tmall Advertising Gift", presenting a list of hot-selling products in four areas: medicine, clothing, cleaning and care, and food, including products from 22 brands.

In order to promote the Double 11 hot-selling list, Tmall launched the "7 o'clock show on Science". The frequent bizarre events such as "Waving fingers" and "Alien formulas appearing in people's homes" turned out to be because Tmall's Double 11 was coming, and finally they all pointed to the Double 11 hot-selling list, using serious nonsense to communicate with consumers on social channels .

7 o'clock science show

This serious yet silly style was also reflected in the weather forecast program later released on Tmall Weibo. Lu Chao, who became popular on Douyin for saying "It's great", and Xiao Wu, who had a way to fix his eyebrows after being cheated by the barber shop, both came to guest star as the hosts of the Double 11 weather forecast. Each weather forecast has a theme, such as the hot-selling list, red envelope rain, and Tmall Genie promotions. It seems like a lot is said but it also seems like nothing is said. It's great.

Click to view Weibo topic #Double11WeatherForecast#

2. Tmall list, an officially certified consumer guide

Based on ten years of consumer big data , Tmall released the 2018 Global Pioneer Trends. Tmall’s huge consumer database is a strong endorsement for the Tmall list.

Tmall extends the content of the social platform with this "Zero-Error Boutique Shopping Guide" and further communicates with users through the "Animal Illustrated Book of Modern People's Consumer Life" and the Money Spending Certification Examination H5 .

3. Tmall Double 11 Fashion Festival and Double 11 Carnival Night pushed the festival to a climax

On the evenings of October 20 and November 10, there are two grand events, the Tmall Double 11 Fashion Festival and the Tmall Double 11 Carnival Night, which are as lively as the Spring Festival Gala.

In addition to the crazy red envelope draw, a lucky koi was finally produced at the end of the Double 11 Carnival Night, who was able to take away 1,111 super supreme gifts, making this year's hottest "koi" continue.

With the help of several major ceremonies, waiting for the arrival of Double Eleven at midnight has added a sense of ritual, just like the countdown to the New Year.

V. Conclusion

The most impressive thing during the Double 11 this year was the content marketing with "tenth anniversary" as the keyword, as well as Wang Sicong's lucky draw that came in the middle. After shopping on Double 11, netizens also remembered Wang Sicong's 10,000 yuan. Social topics derived from Double Eleven are also emerging in an endless stream. New terms such as "Double Eleven non-staff personnel" and "blind shopping" have touched the hearts of countless consumers.

Marketing needs to be comprehensive. Just after Double 11, Tmall launched a short film called "Unboxing of the 12 Constellations" to bid farewell to this year's Double 11 with us. You can also check your Double 11 performance in the Taobao /Tmall APP, triggering a new round of social communication. Looking back at the advertisements of this month, we have to sigh that Tmall Double 11 has driven more than half of the advertising and marketing circle, and has also led to the carnival of hundreds of millions of people. More importantly, it conveys the concept of "ideal life" to every ordinary consumer and looks forward to the next decade at the ever-changing tenth anniversary node.

source: DIGITALING