A review of 15 best-selling marketing campaigns in the first half of 2018

Looking back at the first half of 2018, marketing events from major brands were all the rage on the Internet in various forms. Even I was dazzled by them. I wonder if you were the same? The editor will take you through some impressive hot marketing cases. I believe there will always be one that will cross your screen!

Video Category:

1. Apple iPhoneX: New Year short film "Three Minutes"

Brand owner: Apple Director: Peter Chan

"Three Minutes" tells the story of a train conductor mother who is on duty on the train during the Chinese New Year and is unable to reunite with her child. She is able to reunite with her son only for the three minutes when the train stops at the station.

There are many heartwarming short videos during the Spring Festival, but this video is the most talked about one. In addition to the delicate plot and the director's fame, the biggest highlight is that it was shot with its own product - iPhone X. Although the iPhone X does not appear in the video, it uses the iPhone X's shooting function to spark discussion and spread. Content becomes a carrier of the product, and people pay more attention to the shooting effects.

Video link: https://v.qq.com/x/cover/vnib3fekaa20sqk.html

Event Class:

1. Durex Spring Poetry Collection

Brand owner: Durex Agent: SociaLab Huanshi Interactive

When it comes to social marketing , we have to mention the big name in the marketing circle - Durex. It is never absent from every festival and takes advantage of every hot spot. And every product it produces is a high- quality one. The wonderful copywriting and ingenious conception make the onlookers applaud.

In the beautiful spring season, Durex published a romantic spring poetry collection titled "I'm Not a Killer Without Emotions". After reading it, the editor was impressed. Durex is not only good at copywriting and posters, but also good at writing poetry. The words are short and exquisite, triggering the readers' endless imagination. The text is well-controlled, "dirty but not obscene", which just meets the aesthetic standards of current social media communication.

2. Procter & Gamble : Love in Everyday Life is Extraordinary

Brand owner: P&G Agent: GOODZILLA Italian Advertising Shanghai

"Love is Extraordinary in Everyday Life", the video begins with a satire on the social point of "You are so filial in the circle of friends , does your mother know?", and uses a one-shot technique to connect the three stories behind " Mother's Day in the circle of friends". The short film's narrative angle is very unique, and its insight into life is also very profound. Although the entire short film only has four sentences, it touches the heart and triggers the audience's reflection.

In addition to the video advertisements , Mimi Meng ’s exclusive illustrator was invited to design four product posters. While taking the products into consideration, the copy also continued the topic of extending love from online to offline.

3. The chairman of Vatti officially signed and published in the newspaper: If the French team wins the championship, Vatti will refund the full amount!

Brand owner: Vatti Agent: Z+ and beyond creativity

The World Cup is undoubtedly the hottest topic in recent times, and major brand owners will not miss it. So how can they stand out from the crowd? Let’s take a look at Vatti’s magical operation this time.

On May 31, "France wins the championship, Vatti refunds full payment", these ten short words appeared in Southern Metropolis Daily. Judging from the volume of the topic, the brand was quickly exposed. From the perspective of media communication, traditional paper media first report the news, increasing its credibility and authority, and then radiating to major online media and headlines, becoming hot news.

Vatti combines the World Cup champion prediction to increase consumers' sense of involvement. Consumers will naturally tend to pay attention to the French team. In this way, the French team's sponsor - Vatti will also be seen, indirectly increasing brand exposure. People like to associate with winners. If the French team goes further, the image of Vatti will be better.

4. Coca-Cola is too cheeky in chasing this trend!

Brand owner: Coca-Cola Agency: Ogilvy Singapore

On June 12, the historic moment finally arrived! US President Trump and North Korean leader Kim Jong-un shook hands for the first time at the US-North Korea summit in Singapore.

And every blockbuster moment, of course, cannot be separated from the witness of Coke. A special marketing battle is taking place at Singapore's Changi Airport. Coca-Cola and Ogilvy worked together to create a special animation. In the animation, the leaders of the United States and North Korea walk towards each other, and their footprints form one of Coca-Cola's trademark elements - the red ribbon. On the one hand, it symbolizes the increasingly in-depth understanding between the leaders of the two countries; on the other hand, it also embodies the brand’s century-old spirit. Combined with current political hot topics, the Coca-Cola hot topic is simple to pursue, but not simple at the same time.

H5 Class:

1. "2018 Wang Year Family Portrait"

Brand owner: PUPUPULA
Agent: PUPUPULA

At the beginning of the new year of 2018, a dress-up H5 game came out of nowhere, and the circle of friends was flooded with funny and interesting "Wangnian family portraits". Users can independently select elements in the scene, such as relatives, cute pets, furniture, etc., and DIY their own 2018 Year of the Dog family portrait. The gameplay is simple and easy to get started, and the painting style is warm and healing. The concept of family portrait launched during the New Year is very appropriate and has greatly stimulated the public's enthusiasm for participating in creation and their desire to share.

Scan the QR code to experience it now

2. NetEase Cloud Music's annual playlist

While busy writing the year-end summary, NetEase Cloud Music analyzes users' annual data through each user's listening "footprints" of the year, through several different dimensions, such as late-night listening, niche tastes, and reviews of special days. All data are based on user behavior. Finally, the generated annual report poster can be saved, guiding users to spontaneously share it on various social platforms, attracting more users to participate in the event, effectively increasing exposure and enhancing brand influence.

Scan the QR code to experience it now!

3. Alipay annual bill

After NetEase Cloud Music’s annual review dominated the screen, the Moments were once again dominated by Alipay’s annual bill.

After capturing everyone's bill data through big data and displaying them one by one, users can also choose to save pictures, and then intelligently predict the 2018 keywords for each user, such as freedom, small happiness, prosperity, happiness, persistence, style, appearance justice, warmth and other hot words with "personal labels", which will increase users' favorability and stimulate sharing. It is reported that the annual keywords are generated based on each user's consumption data and characteristics, combined with personal behavioral preferences.

4. Sleeping position competition

Before going to bed, a scene-based H5 mini-game called “Sleeping Position Competition” flooded the WeChat Moments. Many people took the initiative to post “private bed photos” to make their private lives public, which is also a way to express their personality.

H5 is themed on sleeping, and its design style is very fresh. From the characters’ dress, hairstyle, clothing, sleeping face, to the shape of the bed, bedding, and small pets at home, everything is available. The color tones and small objects are in line with the aesthetic tastes of young people. This simple operation triggered a large number of netizens to spread the message, which not only satisfied people's desire to share their lives, but also satisfied the curiosity of "peeps", killing two birds with one stone. Reposting is naturally a piece of cake. However, in the later period, netizens became more and more excited, and the style of painting also began to be free.

Scan the QR code to experience it now!

5. Tik Tok : The First Cultural Relics Drama Contest

Brand owner: Douyin Agent: MadMonkey Shanghai

An H5 entitled “The First Cultural Relics Drama Queen Conference” was widely circulated in the circle of friends, breaking the tranquility before going to bed…The cultural relics that had been sealed for many years were finally unearthed, but were locked up in the museum, receiving countless visitors every day and never getting off work. Their desire to become famous had been suppressed for thousands of years. Finally, these cultural relic drama queens were brainwashed by the Douyin divine song and completely let themselves go! When the museum meets TikTok, history and reality blend together, producing a wonderful chemical reaction. Museums are no longer high and mighty, but have become approachable and integrated into people’s daily lives.

Scan the QR code to experience it now!

6. People's Daily x Youdao Dictionary: In your name, protect Chinese characters

"In your name, protect Chinese characters" is an H5 created by People's Daily and Youdao Dictionary, calling on people to protect endangered Chinese characters and our country's great traditional cultural heritage - writing.

Users only need to enter their own name and they will be matched with the corresponding endangered Chinese characters, which will also introduce the time when the Chinese characters were created and their meaning. By allowing users to protect their own Chinese characters, they increase the connection with themselves, create stickiness, and give themselves an invisible sense of honor. They will be happy to share the characters with their friends and let more people know about them, which will directly promote the rapid spread of the French brand.

Scan the QR code to experience it now!

7. Strawberry Music Festival

Brand owner: Strawberry Music Festival

Design: MVM design label

In 2018, Strawberry Music Festival took "I" as its annual theme, breaking boundaries and opening up a new scene - Strawberry Warm-up Season.

Although personalized customization is very common, the overall visual effect of this H5 is very stylish and bright, and the simple operation allows players to generate their own Strawberry Music Festival poster within 1 minute, which is highly personalized and has a distinctive design style. No wonder it has attracted a lot of reposts and participation in the circle of friends.

Scan the QR code to customize your own Strawberry Music Festival poster

8. Amazon : Everyone is a Wonderful Book

This wave of tagged screenshot sharing is similar to the two "annual bills" of NetEase Cloud and Alipay at the beginning of the year. It can even be said that it is "old wine in a new bottle", but it still has the effect of sweeping the screen. So the question is, what is the reason why this H5 is enough to sweep the screen?

This H5 uses a combination of VR and 3D effects to take users on an "adventure" into a magical library. The visual presentation is excellent, and its shell is well-made. This is also the most basic condition for willingness to share.

Secondly, Amazon did not use a similar APP to collect data this time, but instead gave us 6 multiple-choice questions similar to personality tests. The content of each question is different, but they will silently affect the final result. It can be seen from the test results! It includes classic literature, philosophical thinking, business insights and personal management.

Scan the QR code and experience it now!

9. Zhihu: How would you live in the parallel world?

In real life, nine out of ten things are not as we wish. Therefore, there are always moments when we want to briefly escape from the status quo. If you could escape, how would you like to live? This H5 can help us test, so why not?

The H5 has a very fresh graphic style (video effects + vertical long pictures + quiz + poster generation). The text gives people a utopian and romantic feeling, upgrading ordinary words in a beautiful way. In these words, we see our own shadows in real life, and we also see our pursuit and yearning for life in the "parallel world".

Scan the QR code to experience it now!

10. 2018 National Unified Examination for Advanced Shopaholics

Brand owner: Tmall

Taking the college entrance examination as the starting point, Tmall carefully arranged an exam for "shopping addicts". The test questions covered general knowledge, mathematics, physics, creativity, current affairs and other types of questions. Each question involved relevant information of at least one brand/product. The only drawback is that this H5 is not difficult for girls, but it may be difficult for straight men to do it. Fortunately, the score is not that important. The key is to have fun playing and be willing to share!

(Scan the QR code, answer the questions and receive your score certificate!)

Summarize:

After looking at the cases of marketing events that dominated the screen and became phenomenal events in the first half of the year, we found that they have several things in common:

1. Excellent production;

2. Learn to take advantage of the situation and seize hot events;

3. The content of the communication is highly interactive;

4. Satisfy users’ curiosity and vanity and stimulate their desire to spread information.

The above is all. If your pick is not included in the article, please leave a message and the editor will definitely help you get on the wall.

Author: Event Box , authorized to be published by Qinggua Media.

Source: Activity Box (ID: huodonghezi.com)