Year-end review: Top 10 marketing cases that went viral in 2017

It’s the end of the year again, and it’s time for the annual year-end review.

So what are the hot cases in the marketing circle in 2017?

Mei Xiaohua has listed ten cases for you, there will always be one that will flood your circle of friends !

1. Durex’s Thanksgiving “Thirteen Flirtations” copywriting

I don’t know since when, but whenever something becomes a hot topic, marketers ’ first reaction is to read Durex’s copy. This Thanksgiving, Dudu once again set a new height in the copywriting industry.

On Thanksgiving Day on November 23 this year, Durex teased 13 brands at once, including Wrigley, Dove , Snickers, IKEA, etc. The teased brands also responded wittily, and then many brands took the initiative to join in, resulting in a copywriting carnival.

To be honest, Mei Xiaohua gives Durex's "Thirteen Flirting" creative copywriting 101 points. I'm not afraid of you being proud if you get one more point~

Reference article: 2017 Thanksgiving Day, Durex and other brands play thank you letter

2. 999 Cold Relief: "Someone Secretly Loves You" is so heartfelt that it goes viral

"Someone Secretly Loves You", in the cold winter, this commercial warmed the hearts of netizens, with 5 true stories and 5 heartwarming reversals.

The commercial was produced by agency Wudao Nongying for 999 Cold Relief. The first half of the film is quite depressing and the text is quite "depressing". Everyone is busy with their own affairs and no one cares about your feelings. However, the reversal in the second half of the film came unexpectedly, and the atmosphere instantly became warmer. It turned out that the impatient uncle at the newsstand was trying to help the girl drive away the thief; he secretly took pictures of the drunk girl on the street to help the girl get help...

To the ordinary little warmth in life, it turns out that the world is not as bad as you think. The video quickly went viral on social networks . According to statistics, the commercial reached 100 million views on Tencent in just one week.

Reference article: This world is not as bad as you think, there is always someone who loves you secretly

3. "Tomato and Egg" advertisement flooded the screen late at night

On November 1, an advertisement titled "No matter how big the world is, it's not bigger than a plate of scrambled eggs with tomatoes" suddenly swept the circle of friends. Friends who forwarded the post said: "I was moved to tears without even realizing it."

I believe everyone already knows the content of the story. It is about a student studying abroad who wanted to show off his cooking skills in front of his classmates, so he asked his mother on the other side of the ocean for help. In the end, the student made a satisfactory scrambled eggs with tomatoes. However, what the student overlooked was that there was a time difference between China and the United States. The student's mother was teaching her son late at night. It was very inspiring.

It turns out that the advertisement was launched by China Merchants Bank to promote its credit card for international students. However, as the advertisement went viral, netizens also raised doubts, such as suspicion of excessive sensationalism, poor relevance of the advertisement content to the brand (some people thought it was an advertisement for the Go Home Dinner app), etc.

So the question is, what do you think of this advertisement?

Reference article: This "Tomato Scrambled Eggs" was directed by a director who won the Golden Horse Award for Best Screenplay

4. "The older you get, the less likely anyone will forgive you" Oolong poster

At the end of September, a group of themed posters claiming to be from Alipay swept the WeChat Moments: "The older you get, the less likely anyone will forgive you." The text was both depressing and heartbreaking, touching the hearts of many young people. Netizens shouted: "This set of copywriting is so despairing!"

Unexpectedly, it turned out to be a misunderstanding in the end. Alipay responded quickly and said that the copywriting was not from Alipay! Afterwards, the real culprit soon surfaced. It turned out to be "Ant Fortune" under Ant Financial. This group of copywriting was exactly the promotional activity it did in conjunction with 16 funds.

In fact, Ant Fortune, like Alipay, belongs to Ant Financial. Based on this, many doubts have appeared on the Internet. There is clearly related exposure of Alipay in the poster. Is it an "intentional" marketing? So the question is, friends, what do you think?

Reference article: Another set of heartbreaking copywriting swept the screen, Alipay responded: It has nothing to do with us

5. Children's Gallery, "1 Yuan for the Most Beautiful Charity"

Early in the morning of August 29, when everyone was still immersed in the "dog abuse" atmosphere of Chinese Valentine's Day, the circle of friends was unexpectedly flooded with a group of "children's" paintings, or to be more precise, it was an explosion! screen! it’s done! Everyone said the painting was quite "stunning".

This group of screen-sweeping paintings comes from the H5 "Children's" gallery jointly produced by Tencent Charity and the "wabc Accessible Art" charity organization. After users participate and scan the QR code, they can "purchase" their favorite paintings for just 1 yuan or enter any amount. The love paintings can be saved to their mobile phones as screensavers.

After the “Little Friends” gallery went viral, the event’s goal of 15 million was quickly reached, and marketers summarized several reasons for this. 1. Endorsed by Tencent platform, it has strong credibility; 2. Low threshold for participation, strong sense of participation, and users can share on WeChat Moments; 3. There is no moral kidnapping, and the paintings are quite impressive; 4. The herd mentality arouses everyone's desire to participate. 5. Man is inherently good at birth. The good side of human nature is stimulated.

Reference article: "1 yuan for the most beautiful charity" exploded in the circle of friends! The founder said:

6. Sesame Credit’s long subway copy

Throughout June, it seemed as if all the copywriters in the world were stuttering…

It all started with a very long advertisement of Sesame Credit. On June 6, Sesame Credit placed a long advertisement in the Shanghai subway. The innovative format quickly went viral on WeChat Moments. Netizens speculated that this set of long subway copywriting of Sesame Credit must have been written by someone with heavy typing on the keyboard. I am impressed by this idea!

For a while, all kinds of titles were also played with great pleasure –

For more information, please check out the article: Ever since this ad came out, copywriters all over the world have been stuttering

7. One shot from beginning to end, Pechoin’s amazing advertisement is here!

The old brand Pechoin has been gone forever since it embarked on the path of youth. In May this year, Pechoin went viral on WeChat Moments with a series of one-shot amazing advertisements. A modern girl from old Shanghai in 1931 seemed to be strolling on the street, but in fact she was completing a murder mission. No one expected that there would be a sudden twist in the advertisement at the end, only to find out that it was an advertisement from Pechoin. Netizens exclaimed that their imagination was totally blown away. If the old lady doesn’t want to be helped, then Pechoin will do the job! At almost the same time, Pechoin’s WeChat hot search index in the first half of 2017 also reached its highest peak. Awesome, our Pechoin!

(Screenshot from WeChat search index)

To learn more, please check out the article: Pechoin’s incredible advertisement is here! We took a look at the team behind the scenes~

8. Don’t break up when people are in trouble! Sorrow Tea vs Breakup Flower Shop

If chicken soup is a hot topic in the circle of friends of middle-aged and elderly friends, then "sadness" is likely to be flooding the circle of friends of young people. During the May Day holiday, NetEase News Alliance and Ele.me opened a "Sorrow Tea" pop-up store. The world is full of malice, please live with sadness. Looking at the "Sang Tea" order, it is so sad!

Are you feeling a little depressed today? Let us just lie down and lie there until we die… Just when the craze for “funeral tea” had subsided, a breakup flower shop suddenly emerged on 520. While others were busy expressing their love, this flower shop only catered to those who had been heartbroken. The same flash mob format, only open for one day, but it was packed with fans. "Life is not just about the present, there are also invitations from your ex." Just reading the copy is enough to make me cry.

There are also sad lists of flowers to buy, such as the rose "My Fair Lady is Really Ugly" and the rose "The Beauty is Having an Affair"... There is always a type of flower that suits you.

To learn more, please read the article: Why is “sorrow” so popular? Look at the anti-chicken soup marketing behind the sad culture

9. KFC and Joker Xue present a "magic advertisement"

Since March, KFC has teamed up with Joker Xue to bring us wave after wave of amazing advertisements. The influence of Joker Xue, the comedian, is indeed extraordinary, and coupled with novel creativity, every advertisement has been a hit!

For example, in March, Xue Zhiqian actually opened an advertising company that only accepts one draft at a time. KFC then sent a new brief. Unexpectedly, Xue Zhiqian’s imaginative proposal drove the sponsor crazy. However, Xue Zhiqian still insisted on completing the proposal. I admire his spirit of proposal!

The weather is so hot! In June this year, in order to promote the new freshly ground iced coffee, KFC Grandpa teamed up with Xue Zhiqian to stage a very cool advertisement. "After the storm, not only did I not see a rainbow, I also caught a cold," Well, it's really cold!

For more information, please check out the article: Xue Zhiqian switched to advertising, and his first order was from…

10. It hurts my heart, my friend! NetEase Cloud Music's heartbreaking subway copywriting

On March 20, 2017, NetEase Cloud Music printed hundreds of the most-liked music reviews on the APP all over Hangzhou Metro Line 1 and the entire Jiangling Road Metro Station. The hundreds of words on a red background were simply eye-catching. However, no one expected that the contents of these music reviews were so heart-wrenching that netizens were moved to tears. Such heartfelt copywriting could not help but leave a deep impression on people. When it comes to copywriting, we have to admit that NetEase Cloud Music is the best!

Well, that’s it for today’s review. Which of the above hot cases has been all over your circle of friends? Please leave a message to interact with us.

This article was compiled and published by @梅花网(Qinggua Media) when reprinted. Please indicate the author information and source!

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