Durex event marketing case study?

Everyone is familiar with durex. Whenever we mention the marketing case of Weibo, we can always see Durex. It seems that he should be an insurmountable monument

Everyone is familiar with durex. Whenever we mention the marketing case of Weibo, we can always see Durex. It seems that he should be an insurmountable monument in Weibo marketing. Therefore, I have compiled the relevant contents for you. Please refer to.

Tisch

According to authoritative statistics and internal data, Durex Weibo will conduct a keyword search on Weibo every half hour, with the aim of finding fans' comments on Durex or related keywords in time and never letting go of any opportunity to communicate with fans. Moreover, the reply text is humorous, which makes fans realize that Durex is not only a brand, but also a living and personalized person. I am very happy to communicate with Durex and gradually establish a brand image in the hearts of fans. The most classic conversation is with Han Han, who once wrote a sentence in the book to 18-year-old daughter-"fasten your seat belt and wear a condom". Durex commented after discovering it, "The so-called safety first, Han Shao knows this as a racing driver." The ingenious combination of brand complaints and celebrity topics immediately caused a strong buzz among Han Han fans, won many high-quality fans, made its brand image more deeply rooted in people's hearts and strengthened brand recognition.

extreme

Xietaoge

In June, a heavy rain in Beijing made Durex official Weibo really angry. Just as Beijing was nearing the end of work in the evening, heavy rain suddenly fell, and netizens in Weibo began to discuss how to go home. At this time, an account named "Monkey King" sent a Weibo: It rained heavily in Beijing today, but fortunately there were two durex in the bag. In the picture, he introduced in detail how he made shoe covers with Durex. As soon as this Weibo was sent out, it was madly forwarded by netizens, and more than 1 hour was forwarded.

Afterwards, Pengyuan Jin, the "head" of Durex Weibo's outsourcing team and the "behind-the-scenes ambassador" of this activity, disclosed the creative process online:

2011June 23 17: 20 It rained cats and dogs again in Beijing. Colleagues in the content group said, "Lao Jin, we have thought of an interesting thing. Let's take a look. " Downstairs, I saw two Durex opened, and something was covered on the barbell foot: "Durex put on shoes to prevent getting wet." I remember when I was a child, I used plastic bags to cover my shoes. Condoms are more suitable because they are elastic. In addition, we also use bumps to increase the anti-skid function.

After the shooting, Zhang Hui, Durex's account manager, was a little worried about whether this would affect the brand. On the social network, our team's operation aim is to combine hot spots, be interesting and bold, respond quickly and insist on originality. This idea conforms to all the rules and there is no question of principle. After simple communication with CEO Ma, it was decided that it could be done, but it was sent by the private account of Houzi instead, and then forwarded by the official Weibo of Durex after seeing the effect.

At 24: 00, the forwarding volume of Weibo has exceeded 58,000, firmly occupying the first place in the forwarding list of Sina Weibo on June 23rd. Within 3 days, the maximum forwarding is over 90,000. If compared with the traditional media, the event communication without spending a penny can be comparable to the three 30-second advertisements in CCTV prime time. A week later, the English version of China Journal rated this case as one of the most representative social network marketing cases in 20 10.

A straw boat borrows an arrow, and it doesn't leak.

Durex's ability to keep up with hot spots quickly is also worth learning. There is no denying that the topic of sex itself has a natural topic advantage. Durex's content is run by a group of people who have been exploring the gender industry for many years. They are very experienced in communication methods and communication taboos, and talk about gender with the public in a very entertaining way to produce relevant content or explain it from another angle.

A female teacher's resignation letter made the sentence "The world is so big, I want to see it" popular on the Internet, and Durex certainly won't let go of this hot spot.

The world is so big, where there are hot spots, there is Durex.

Tisso

Here I have to mention the advertisement Yida chewing gum that everyone is familiar with. There are many advertisements on the Internet, "Brother, I am full of gas ... and your Durex is full." "save money ~ then don't take the passbook, the bank sister will stop you: hey, your passbook! You look back and smile: it's your passbook! " It is the crystallization of the wisdom of netizens. Durex caught the focus of the topic that netizens are willing to participate in. Durex replied to such a Weibo: "Durex sugar-free condoms care for your teeth and care more about you." The entertainment mood of netizens was suddenly aroused, and fans imitated Durex's brand advertisements such as Wuliangye, which was popular in Weibo for a while. Being good at grasping hot topics of current affairs and making full use of the advantages of rapid dissemination of social media information is the daily life of the operation team behind Durex Guan Wei, rather than a whim when the topic is hot.

There is also an elopement story widely circulated by netizens. A man and a woman posted the news of elopement to Weibo. Weibo probably said, "Thank you, friends and colleagues. I eloped with Qin Wang for happiness. Please forgive me. " The forwarding volume once reached more than 70 thousand, which was dubbed elopement by netizens. The three key words "relationship between men and women", "happiness" and "elopement" are closely related to Durex's product characteristics. Durex's official Weibo was as sensitive as a condom, and soon caught the hot spot of Weibo. Durex Weibo showed up the next day. "elopement needs three things: 1, durex; 2. Cash; He eloped with him? She. " Such a Weibo that everyone likes. Continue to set off the second round of discussion on elopement. Durex skillfully links his products with hot events, so that his brand image can spread quickly in the discussion of fans and improve brand awareness.

Judging from the above two cases, Durex's marketing in 13 is not only satisfied with the simple event marketing in a single Weibo, but has gradually moved towards integration and accuracy. Specifically, it has the following three characteristics.

Feature 1: Integrated marketing communication is greater than pure social marketing.

Internet has changed the world and the way of marketing, but social marketing can't replace traditional marketing at present. No matter how real the network is, it will be separated by a thin screen. There is still a big difference between netizens going offline to contact brands and communicating purely on social networks. Just like two netizens who are online dating. No matter how hot the online chat is, they all need to meet in reality in the end in order to make their feelings go further.

Today, with the increasing fragmentation, only one mode of communication can no longer meet the demands of brand communication. Online and offline fusion communication is a reliable way of communication. Of course, integrated communication does not mean that all media have invested heavily. For example, Durex launched an activity on Weibo according to the characteristics of fans, and netizens participated online and offline, and then the offline gossip spread online for the second time. This is a communication O2O *.

Feature 2: From extensive casting to key cultivation

In the past, for most great Guan people, one of their main tasks was to increase fans, no matter where they came from. Therefore, zombie fans and the lottery controller have become frequent visitors in Guan Wei. In fact, their value to Guan Wei is better than nothing. A truly valuable fan should be someone who constantly communicates with himself like a friend. Therefore, for Guan Wei, your task should no longer be to increase useless fans. You should shout "Lottery Control Out of Weibo Circle" or "zombie fans Out of Weibo Circle". You should cultivate and develop your core fans, who are willing to interact with you continuously and stand up as soon as you need help. When these core fans exceed 1, 000 * * 1, 000.

The reason why Durex's "Mobile Bistro" can attract many fans to tell their love stories is precisely because it has cultivated many core fans.

Feature 3: Campagin: From socially assisted PR to socially dominant PR.

The influence of social marketing on traditional marketing can be said to be revolutionary, but what we see most of the time today is traditional PR-led social marketing, and the old traditional thinking will never be able to play with new media unless it is changed. In the above two cases, Durex is completely dominated by social media, closer to fans, and easier to shorten the distance between brands and fans. This is also the reason why Durex can remain flexible in many elections. Of course, Coca-Cola taught us a lesson in the nickname bottle movement in the summer of 20 13.

To some extent, the transformation of Durex marketing from pure Weibo event marketing to online and offline integrated marketing shows the change of the whole social media environment, and also shows that social marketing should bid farewell to the past judgment that the success criterion is purely a lot of forwarding. Durex is an example of social marketing in the past. In today's fragmentation, the changes made by Durex may still be worth learning.