France won the championship and refunded the full amount. Do you understand Vatti’s World Cup marketing?

Today! The French team won the championship!

But the traffic is divided into two: France and Vatti.

Some people said that Vatti was about to cry, while others said that Vatti was bent over with laughter. But as marketers , we must know that this wave of marketing by Vatti is not a loss.

It can be said that France has achieved the greatest marketing benefits at the lowest advertising cost .

The figure below is a comparison of the search indexes of Mengniu and France. Overall, France won, with a marketing cost of only 79 million, beating Mengniu's 2 billion.

Moreover, if France wins the championship, Vatti will be upgraded to " World Cup champion sponsor". Being tied to the championship, Vatti is bound to attract a lot of attention.

Undoubtedly, Vatti gained both fame and fortune.

So, today I will take stock of the following: What marketing tactics did Vatti use in this war without the smoke of gunpowder? Help you become the second Vantage!

Simply put, it means: to increase topics of conversation.

For example: League of Legends (LOL ) is a topic of conversation. The feeling that "we are all brothers, let's play together in the future" that classmates and friends have through heroes and games is the consumption of social currency.

It is the prerequisite for Vatti to gain both fame and fortune.

By bundling itself with the hottest topics, Vatti not only successfully captured the attention of football fans, but also the spectators, becoming a topic of discussion among all kinds of people.

So, before you start marketing, think about:

What can I do to mint social currency for users?

Another explanation for inducement is: to associate the product with high-frequency things .

For example: Give Melatonin as a gift.

The act of gift-giving can be said to be a high-frequency behavior. Giving gifts during festivals, birthdays, visiting relatives, going home...and Melatonin is closely linked to the high-frequency behavior of gift-giving, making users think of Melatonin whenever they give gifts.

For example:

If you are afraid of getting a sore throat, drink Wanglaoji .

When you are sleepy and tired, drink Bull.

Not in shape, pulse back?

…

The above are all behaviors that are linked to high-frequency behaviors among users to achieve conversion .

The World Cup is a sporting event held every four years, attracting hundreds of millions of traffic. By using the slogan "If France wins the championship, Vatti will refund the full amount", Vatti connected the slogan with the World Cup, which not only achieved the purpose of conversion, but also attracted users' attention.

So, before you start marketing, think about:

What high-frequency things in users' lives can I connect with?

With the intensification of market competition and serious product homogeneity, the market has begun to move from the " era of quantitative demand " to the " era of emotional demand ".

For example: spending because of fear of getting old, spending because of worry about getting sick, spending because of love...

Emotions, to a certain extent, influence consumers' purchasing motivations, attitudes and behaviors, and play an important role in consumer decision-making.

By offering a "full refund", Vatti triggered a gambling mentality among users, quickly awakening their emotions of entertainment and excitement, and successfully fueled their marketing.

So, before you start marketing, think about:

What emotions do I want to evoke in my users? How to wake up?

Generally, emotions can be divided into two types: high-arousal emotions and low-arousal emotions. According to research by psychologists, emotions with high arousal value are the focus of influencing the dissemination of interpersonal information .

• High arousal emotions: I always want to do something after hearing it
• Low arousal: I don’t want to do anything after hearing it

"Getting something for nothing" is ingrained in human nature .

Lottery, gambling, etc. take advantage of the user's desire to get something for nothing, while also allowing them to have a certain sense of luck. If things are good, you will think, "What if I am lucky?"; if things are bad, you will think, "The probability is so high, how could it be me?"

The most well-known marketing method is: lottery.

This time, Vatti’s marketing took advantage of users’ psychology towards gambling and their desire to get something for nothing, causing them to convert.

"If the French team wins the championship, Vatti will refund the full amount." It has to be said that this is a marketing case of win-win value for all parties.

Compared with other self-congratulatory marketing, by refunding consumers, Vatti can not only achieve a certain brand communication effect, but may also gain a wave of loyal fans through the brand charm of keeping its word.

A truly successful marketing campaign is not just about increasing the sales of a particular product; the key to marketing is to increase the visibility of the entire brand. PS: Due to time constraints, I only briefly analyzed Vatti’s marketing tactics.

Author: Rabbit , authorized to publish by Qinggua Media .

Source: Houchang College