Classic marketing case sharing?

Smart and flexible companies can grasp the mainstream consciousness of consumers, and they develop marketing activities to attract consumers to share content in t

Smart and flexible companies can grasp the mainstream consciousness of consumers, and they develop marketing activities to attract consumers to share content in their social graphs. Then let me take a look with the readers.

one

HelloFlo: an honest tampon

Walking along Madison Avenue in new york, you will find that the advertising image of feminine hygiene products is always euphemistic-a group of women in white trousers are laughing and slapping at the seaside, and the words "protection" and "freshness" in such advertisements are particularly obscure.

HellFlo is a company that provides menstrual care package ordering service. Do not agree with the advertising form of feminine hygiene products, and are determined to rewrite the rules of the game. The company launched an advertising video about summer camp called Camp Gyno, which touched consumers with frankness, humor and sincerity.

The video tells the story of an adolescent girl who suffered menarche while attending a summer camp, but instead of panicking, she became a physical hygienist in the summer camp and distributed sanitary napkins to her roommates. The girl can face menarche calmly, which stems from a sentence she remembers: "This is your life now." Most girls in summer camp don't know how to deal with this situation, but with HelloFlo's "menstrual care package", all the problems are solved, and girls find tampons, pads and even candy in the care package.

HelloFlo was founded on March 20 13. The video landed on YouTube in the summer of 20 13, which quickly attracted people's attention to the company. The advertising video was rated as the best advertisement of the day by Advertising Weekly 24 hours after its launch, and the major media also greatly appreciated this straightforward expression. The video attracted nearly 6 million views in a month, and the production cost was only $6,000.

two

Starbucks-Music Push WeChat

Let WeChat be creative, and WeChat will have vitality! Wechat is so powerful that we can't bear to watch it. In addition to restoring keywords, we also reply to expressions.

This is Starbucks music marketing, intuition * * * your hearing! By searching Starbucks WeChat account or scanning QR code, users can send facial expressions to express their feelings at this time, and Starbucks WeChat will respond by selecting related music in the album "Nature Awakening" according to different facial expressions.

This expression is the selling point of Starbucks. It's just that the author has never understood whether the expression distinction is Quan Zhihui's or artificial service.

three

Xiaomi-Customer Service Marketing 9: 1 ten thousand

How can new media marketing lose Xiaomi? According to the "9: 1 10,000" fan management model, it is understood that there are 9 backstage customer service staff of Xiaomi's WeChat account, and these 9 employees reply to fans 100 messages every day during their maximum working hours. Every morning, when nine Xiaomi WeChat operators open the background of Xiaomi WeChat account on the computer and see the user's message the day after tomorrow, their day's work begins.

In fact, the WeChat backstage developed by Xiaomi itself can automatically capture keyword replies, but the customer service staff of Xiaomi WeChat will still reply one-on-one. In this way, Xiaomi has greatly enhanced the brand loyalty of users. Compared with opening a Taobao shop on WeChat, customer service is obviously more exciting for brand WeChat users like Xiaomi than selling one or two mobile phones.

Of course, in addition to enhancing user loyalty, WeChat's customer service has also brought tangible benefits to Xiaomi. Li Wanqiang said that WeChat also reduced Xiaomi's marketing and CRM costs. In the past, Xiaomi usually sent short messages in groups, with 6,543.8+0,000 short messages, 40,000 yuan. The role of WeChat as customer service can be seen.

four

Dove: Spreading Female Beauty

Dove launched a short video-"You are more beautiful in my eyes", and viral marketing was a great success. This advertisement is not only wonderful, but also creates a network marketing record. Within one month of its launch, the number of views has exceeded1.65,438+0.4 billion. The reason why You Are More Beautiful in My Eyes can achieve such excellent results is due to Unilever to some extent. With its help, this short film was translated into 25 languages and played on its 33 official YouTube channels. Users in more than 1 10 countries around the world can watch this short film.

The short film aims to find an answer: what is the difference between women's looks in their own eyes and those in others' eyes? Dove's research report shows that 54% of women in the world are dissatisfied with their looks. Jill Zamora is an expert in portrait prediction and sketch of the FBI. In the short film, he and the interviewed women sit on both sides of a curtain, and they can't see each other. Jill Zamora outlined her appearance according to her oral description. Then, Jill Zamora drew another portrait based on the stranger's oral description of the same woman's appearance. Then he compared the two sketches together and came to the conclusion that a woman is much more beautiful in others' eyes than in her own.

This short film touched the hearts of consumers and received 3.8 million reposts and shares in the first month after its launch. In the following two months, Dove's YouTube channel increased by 654.38+0.5 million subscribers. In addition, short films have also influenced traditional media, making print media and broadcast news compete to report, and even triggered a series of online discussions. What's even more surprising is that there are many imitation videos on the Internet. On June 20 13, Ogilvy & Mather, a joint advertising company of Dove, won the Titanium Lion Award in Cannes International Creative Festival, which is undoubtedly a great success of viral marketing.

five

Store 1- Game Marketing

1 Store launched the "You Draw Me" activity on WeChat. The way of activity is that users will pay attention to the WeChat account of 1 store, and every day 1 store will push a picture to subscribers, and then users can send answers to participate in the game. If you guess the answer to the picture correctly and within the specified quota, you can get a prize.

In fact, the concept of "you draw my guess" comes from the popular App game Draw Something. It was not independently developed by 1 store, but 1 store combined the form of games with the promotion of WeChat activities for the first time.