Case analysis: How do brands engage in cross-border marketing?

If you simply want to introduce the functions of a car , you may need reviews and product descriptions; but marketing needs to be divided into stages. When you are trying to acquire potential users, you need more emotional resonance, and this kind of marketing is becoming more and more important nowadays. Roewe i5, Yidian Zixun and OPPO, three brands , have tried a different kind of cross-border marketing.

The Guangzhou Auto Show just ended recently. Under the marketing strategy of "promoting new cars to promote sales", marketing in the automotive industry has become increasingly homogenized. Every year, I also participate in the review of several marketing awards. There are many car brands among the participating cases. Reviews, KOLs , press conferences, test drives and other automotive marketing and promotion have become the standard "trade" in the industry, and innovation has become a topic that the automotive and marketing communities have been thinking about.

When your products are different and you are facing different groups of people, it makes sense to choose a new battlefield and find a way of playing that suits them. I often take " Toutiao and Qutoutiao " as examples. They seem to be similar products, but their groups, markets, and ways of playing are quite different.

Recently, Roewe i5, together with Yidian Zixun and OPPO mobile phones, has made high-energy cross-border efforts to target the third and fourth-tier markets. Its approach is worth thinking about.

Let’s take a look at what “high-energy” cross-border marketing has brought.

1. High-energy test: H5 test

Starting from October 18, celebrities and KOLs shared the "Unveiling Your High-Energy DNA" test H5 on Weibo and WeChat Moments . This was the triggering point of this cross-border event. Users uploaded a clear front-facing photo and entered their name to start the test analysis. The test was conducted from five dimensions: "appearance, efficiency, IQ, character, and EQ", and the results were finally obtained.

Testing H5 has always been very popular, easy to operate, and the test results are always what you want.

This H5 was launched by Yidian Zixun and Roewe i5. The focus is to introduce the keywords "relying on ability" and "high-energy life", and then relate it to the "5 major new high energies" of Roewe i5, which are mainly high-energy design, power, technology, cockpit and protection.

2. High-energy call

1. High-energy declarations from celebrities and KOLs

KOLs including action actor Zhang Yunpeng, Yidian Zixun vice president Fu Jiren, and technology e-commerce expert Zong Ning (the omnipotent Big Bear) used "declaration posters" to cheer for the new Roewe i5.

Character image and professional label, plus a self-declaration that fits the theme, such as: "I am Fu Jiren, vice president of Yidian Zixun, and I create marketing value with my ability." "Declaration poster + KOL social media sharing" is used to promote and warm up the topic of #High-energy life in one step#.

At the same time, Huang Zitao, An Yuexi and Yuan Chengjie formed a super star lineup to participate in the cover character column sponsored by Roewe i5 and strongly support it.

3. High-energy aggregation: 140 million readings of the topic #高能人生一点要做的事# triggers expectations for listing

As the listing approached, the two micro-platforms released aggregated content from KOLs and celebrities, which quickly swept across social platforms, sparked strong discussions and built momentum for the listing.

The Weibo topic #高能人生一点要做的事# has received 140 million views and 40,000 discussions. From the hot H5 test that kicked off the preheating for the launch of Roewe i5, to celebrities and KOLs’ “declaration-style” posters and videos that helped promote the topic, it triggered the connection and attention between “高能人生” and Roewe i5.

Another topic #Get on the cover with high-energy skills# also received over 45 million views.

4. High-energy linkage: online and offline cross-border integration

Through cross-border collaboration with OPPO, we launched the campaign “Show your high-energy life and get on the cover with your ability”. Users can upload their own photos through H5 and have the opportunity to appear on the OPPO lock screen cover.

What integrations and linkages have been made?

1. Online integration ignites social networking

Yidian News, OPPO Browser , and Weibo KOLs jointly promoted the topic #凭高能能力事上盖表# to become popular, attracting the attention and participation of many young users.

1. Offline store activities stimulate participation

In collaboration with OPPO offline stores, Roewe i5 has entered 100 stores in ten cities and launched the "Show your high-energy life, get on the cover with your ability" event through store posters. Users who go to OPPO stores during the event and upload photos can get small gifts and have the opportunity to get the right to use the Roewe i5 car and an OPPO mobile phone.

5. High-energy exhibition tour

1. Offline new car exhibition, first experience

In the entire marketing chain, H5 ignites and stimulates user participation, celebrities and KOLs drive and promote topics, and cross-border brand collaborations are all warming up for the strong exposure of the new Roewe i5. Methods commonly used in the automotive industry, such as offline tours of new cars, are absolutely indispensable. In integrated marketing, tours under a unified theme have also become "high-energy."

The Suzhou launch roadshow on October 26 and 27 was launched with great fanfare. Through various "high-energy challenges" and "high-energy street shots" involving car models, hosts, internet celebrities , and netizens, it actively responded to online topics. After the strong preheating, a "small number" of users on site were able to get a glimpse of the new car.

We briefly reviewed the cross-border marketing case of "Roewe i5x Yidian ZixunxOPPO". In this case, there are H5, celebrities, and offline. What specific highlights can inspire us?

1. Differentiation of population and market positioning

As a mainstream A-class family sedan aimed at young people with a price of around 60,000 to 100,000 yuan, the marketing of Roewe i5 this time precisely targets the market of people in third- and fourth-tier cities, cooperating with OPPO and choosing to cooperate with stores mainly in third- and fourth-tier cities such as Qiqihar, Guiyang, and Linyi, leaving behind the dense and fierce competition in first-tier cities.

1. Creative expression fits product features

"A high-energy life in one step" and "Get on the cover with high-energy skills" are the key words in this theme, which are closely combined with the "five high-energy" characteristics of Roewe i5. The overall creativity mobilizes the enthusiasm of young audiences through highly participatory interactions such as H5 testing and appearing on the cover. Through multi-dimensional interactions on the Internet , mobile Internet , and offline, users can perceive the "high-energy" connotation that the brand wants to express, and the theme is closely linked to the brand.

1. Strong resource support

According to the latest data from Counterpoint: OPPO phones ranked among the top five in global smartphone shipments in the third quarter of 2018. The sense of honor and participation of being able to appear on the lock screen cover of an OPPO phone is extremely attractive.

Yidian Zixun, OPPO mobile phone lock screen cover, offline stores, Weibo, WeChat , celebrities, KOLs, online celebrity live broadcasts , full network news coverage, etc. This integration of powerful resources provides an important basic guarantee for the effective execution of creativity.

1. Online and offline integration

In this case, whether it is in OPPO stores or offline tours, the focus is on the participation and experience of offline traffic , and the complementarity with online topics. This is a typical "virtual and real integration" marketing, especially for some new products that need to be experienced. Relying solely on online topics, pictures, and videos can only whet appetite, while offline linkage with multiple locations and points has also promoted the marketing rhythm.

1. User participation, motivation, and sense of honor

It is not about letting users passively listen to you and see what products and functions you have, but about users being willing to participate in the brand's activities and even becoming "disseminators" like dandelions, actively sharing the H5 tests they participated in to social networks such as Moments and WeChat groups .

The brand has also set up various incentive mechanisms for participation, such as giving small gifts for being on the cover, and having the chance to win the right to use a car or a mobile phone, etc. Of course, the "sense of honor" of being on the OPPO lock screen cover, which is only available to "a few people", is the best incentive that the brand can give to users.

Every product has its value, and every car will meet the owner that suits it. Use good ideas to find suitable users.

How to interpret a brand? How to make users feel the value of the brand?

If you simply want to introduce the functions of a car, you may need reviews and product descriptions, but marketing needs to be divided into stages. When you are trying to acquire potential users, you need more emotional resonance, and such marketing is becoming more and more important nowadays.

The three brands "Roewe i5x Yidian ZixunxOPPO" played a different kind of cross-border marketing.

There is high energy ahead, are you ready?

Source: Wei Jiadong ( weijiadong2013)