Why is Durex's marketing so awesome?

I think it can be analyzed from Durex's content operation and activity operation.

Content operation: the core of the brand is "interesting", but it is definitely not "obscene"

(1) Weibo: Pictures+copywriting, videos, advertisements, promotional activities, etc. (mainly graphic content).

It can always keep a keen grasp of hot information, introduce humorous and original Weibo in line with brand positioning, and attract fans to participate in the interaction. Copywriting can be roughly divided into four directions: festival solar terms, industry hotspots, popular science knowledge, and adaptation of classic works. Posting cycle: more than 5 shifts a day, and the content output is stable.

(2) WeChat official account: graphic combination, activity interaction, mini-game, question and answer, etc.

Different from the fragmentation method in Weibo, the expression of official WeChat account is more complete. Durex's own positioning of the official WeChat account is to spread knowledge, introduce products and hold activities. The menu bar is divided into Du Du Family (Durex products), latest activities (radio, games, videos) and romance (Q&A, popular science, etc.). ). Posting cycle: basically one or several shifts a day, and the content output continues to be stable.

Summary: 1. Take advantage of the situation and do it at the right time: skillfully take advantage of the situation and create a topic.

2. Concealment and originality: See the copy and drawings for details.

3. stick to the bottom line: don't follow the crowd, don't borrow customs.

Activity operation: online activities are mainly lottery and interaction, while offline activities are mainly brand alliance activities and live broadcasts.

Summary: In the early days, the positioning of brand operation was unclear, and later it was changed to a gentleman image of "old driver" who was a bit bad, understood life and was interesting. He spreads popular knowledge in a relaxed and humorous way, associates with hot spots, and transforms it into his own content. Because the content is obscure and creative, it has gradually attracted the attention and recognition of users.