Case Study on Media Advertising and Marketing Promotion

Through the case study to increase the amount of information, the a priori probability of correction, so as to improve the decision-makers grasp of future possibilities, to achieve the purpose of reducing the risk of decision-making. So here is my compilation of media advertising marketing promotion case study related content, I hope you can help.

Media advertising marketing promotion case study 1

Meisujiaer: big screen elegant bloom

Advertiser: Meisujiaer

Advertising agency: CCTV 3D Film Media Group

Today's baby products market can be said to be a mixture of fish and dragons, especially in the domestic infant milk powder market is still not clear, the various families are all out of all kinds of strange tactics in order to in the The company's newest product is a new, more advanced version of its original product, which is now available for sale on the Internet.

Of course, while many domestic and imported brands are bombarding the mainstream TV media, it is still difficult to distinguish between the two, but Meisujiaer has quietly become famous in the urban mainstream consumer groups, especially the young high-end moms.

On the big screen and in outdoor buildings, MGS has always been easy to approach, precisely into the hearts of consumers, the brand's spirit and philosophy, imprinted on the beautiful moments at the beginning of each life.

First: the "four beauties" at the beginning of life, the ease of life comes from the elegant care

A good advertisement can penetrate the hearts of the people, first of all, from the excellent creativity of the advertisement itself. The best advertising ideas, only the most in line with their own positioning, there is no set rules and regulations.

In February, the new advertisement for the launch of the upgraded formula of Misogamy, the 60-second TVC mainly promotes emotional creativity that is sensual, easy-going and natural, and skillfully integrates the growth process of life from conception to the age of 6 with the four series of the product into four movie sequences, which are connected to become a complete micro-story, and conveys the concept of the launch of the new product to the consumers without a trace, which is a multi-trick pony.

These images are beautiful and vivid, warm and touching, coupled with the background music of the beautiful far-reaching, first-person subtitles of the advertisement of the warm and friendly, the first time to stimulate the consumer's innate positive emotional energy, it is very easy to make their sense of intimacy. And the effect is even better in the ultimate viewing environment of a quality theater.

"Baby, from the first moment I saw you, I knew that the journey of growth was wonderful because of you."

Second: Big screen, alternative or mandatory?

During the Mid-Autumn and National Day and Valentine's Day periods, Meisujiaer, through the CCTV three-dimensional film media "screen giant" - the national high-end cinema pre-screening advertising network model, in the country's 12 first and second-tier mainstream consumer cities, nearly 200 high-quality cinemas.

So why movie media? Why do more and more advertisers choose the big screen for in-depth brand communication? And what kind of media is the movie media?

1. China's high-speed and steady development of the movie market is a prerequisite

The box office and the number of attendances have risen steadily, with an increase of more than 30%. Quality theaters are springing up all over the country, and the continuous development and diversion of cinema lines has led to a boom in movie-going across the country, as well as the normalization of movie schedules.

From the trend of the last three years, the solid growth of the weekly box office as a whole has led to a stabilization of the monthly and even quarterly box office growth, with an average increase of more than 30%. In terms of moviegoers, the monthly average has reached 51.14 million, an increase of 32%.

Mature scheduling throughout the year, the rise of the traditional off-schedule, schedule fade into a trend. In the already formed 14 mature stalls, on the one hand, individual stalls box office rise at the same time, the time period is also extended accordingly. For example, in the New Year's Eve slot, up to 100 days resulted in 6.8 billion yuan box office output. On the other hand, the box office gap between the off-season and the traditional peak season is getting smaller and smaller. Such as March, April spring file, the total box office of more than 3 billion, the traditional off-season to realize the "magnificent turn", become a veritable youth inspirational file.

The liberalization of the market has led to the normalization of the schedule, while giving the audience a full "right to choose", the regular movie-going crowd is increasingly large-scale, watching movies gradually become a regular culture, entertainment and leisure. The future trend is that the annual box office and the number of people will tend to increase more and more solid, but the box office base is still rising steadily, thanks to the positive trend of the entire market.

2. The consumption characteristics of the fixed-size movie-going crowd are fundamental

Watching movies has become a rigid demand of the Chinese people. Movies are the maximization of the spirit of entertainment, in the increasing pursuit of quality and leisure entertainment life of the times, the movie is everywhere, the film triggered the topic of the people after dinner essential talk. As of now, there are 470 million people watching movies, and the number has reached 310 million in the first half of the year, which means that there are more than 50 million people watching movies on average every month, and the regular movie watching army has been formed.

Moviegoers are characterized by "three highs and three strengths" in terms of quality consumption. According to the "China Movie Audience Research Report" by Yien Consulting, there is a big difference between movies and TV in terms of audience attributes, and movie audiences are clearly characterized by "three highs and three strengths". And compared to TV, the audience groups are more precise.

The "trio" of leading urban consumers aged 18-40, the fourth baby boomers, and the regular movie-going crowd. They are the absolute main force in watching movies, and their consumption characteristics coincide with the entertainment, pioneering and topical qualities of movies. Movies have been integrated into their lives; theaters have become their preferred place for entertainment and leisure, thus generating a clustering effect. And the cinema media platform integrates fashionable, youthful and entertaining content, creating a precise advertising environment for brands such as Meisujiaer, which is trying to open up its popularity as soon as possible. In this communication situation, the brand can be integrated into the lifestyle of the elite, at the right time, in the right place, and the elite movie crowd to establish a harmonious relationship, to seize the "elite" crowd's mind, to change the communication context, and to carry out the construction of in-depth brand awareness and brand awareness.

Since the beginning of China's fourth "baby boom era", parents are basically the post-80s and post-90s potential crowd, which is highly overlapping with the fixed movie audience. For these audiences, watching movies in the theater is not only a kind of movie watching behavior, but also a good way of entertainment and leisure. The advertisements are like watching a movie, from the advertisements to get in line with the quality of the positioning of the consumer guide, and the main warm emotional card baby milk powder ads can attract them, why not?

In short, with the continuous development and growth of China's film market, movies will increasingly become a regular form of cultural entertainment, attracting more people to watch movies and cultivate them into a fixed audience, which will lead to the rapid development of theater terminal-related industries. The pre-screening advertisements in the theater media will attract more and more advertisers' attention in the new media environment.

3. Cinema media's unique communication advantage is the key

10 minutes of scarce resources and the closed environment of the cinema to maximize the effect of the advertisement, CTR research data shows that movie audiences usually enter the cinema halls 5~10 hours in advance to take their seats, which coincides with the 10-minute scarcity of the attribute of the pre-screening advertisement, and guarantees the precise coverage of the advertisement audience. As an emerging video media, the big screen's unique and efficient characteristics - the strong audio-visual shock under the illusion of fully enclosed space and time and the superior quality of the advertising idea itself, coupled with the precise state of acceptance of the audience, the film media emphasizes the single advertising effect can be maximized.

The great charm of the combination of core quality resources. High-quality theaters are usually located in the core business districts of mainstream consumer cities, with the absolute geographic advantage of terminal consumption. Choosing to invest in high-quality theaters in "box office cities and core business districts" will have a significant impact on the promotion of the accompanying consumption and surrounding consumption of the theaters on the basis of the unique communication advantages of the big screen itself. From a comprehensive perspective, this is a direct and in-depth communication to the leading fashion and entertainment consumer moviegoers, and is the best expression of the demand for entertainment communication brought about by the rich content platform.

In summary, today, when the actual value of the movie media is greater than the market value, the first to possess it will reap the benefits of an extraordinary and unique experience as well as the opportunity to seize the mainstream new media in the future. As a result, the value of pre-screening advertisements has become more and more important to theaters and advertisers, and audiences are increasingly attracted to this unique form of advertisement dissemination, which has naturally become a must-have option for the big screen.

Conclusion

A report from the Shangdao Institute of Women's Consumption shows that in recent years, China's infant formula market has been developing rapidly at a double-digit annual growth rate, with the consumption of infant formula showing an upward trend. Meisujiaer chose CCTV 3D movie media such as high-quality cinema media for in-depth brand communication, the audience to get an extraordinary experience, and gradually establish the preference and loyalty to the enterprise, the enterprise to get a good advertising effect (91% of the advertisement creative degree of praise, 81% of the memory degree, 77% increase in the degree of brand preference, the degree of increase in the degree of purchase intention 80%, and 41% of the audience said that it would be offline to the surrounding crowd), and the second dissemination, etc., and 41% of the audience said that it would be offline to the surrounding crowd The second dissemination, etc.), and the communication value of the theater media is also increasingly recognized, becoming more brands must choose the media, so it can be said that "three birds with one stone".

Source: Enbase database, CTR and IPSOS case studies, CMMS and H3 population data studies)

Comment:

The birth of a new life is full of joy and romance for a young parent, who wants to continue the family lineage of the baby, so the baby's healthy growth can't be lost at the starting line. The first thing you need to do is to get a good start on your life. At the beginning of the conception of a new life, parents are the omnipotent God of this life, what life needs, parents can provide. Gradually, God began to become a little overwhelmed, the choice of suitable milk powder has become a matter of parents must not be sloppy. The renewed splendor of the movie theater line has created a good opportunity for the unexpected encounter between Meisujiaer and young parents. The 60-second TVC pushes the emotional creativity of sensibility, easy-going and nature, and skillfully integrates the growth process of life from conception to 6 years old with the four series of the product into four movie segments, which are coherent into a complete micro-story, and communicates the information of the product's nutritional comprehensiveness to the young parents without a trace, bringing them surprises and finding the right formula for them. It brings them a surprise and the hope of nurturing the healthy growth of a new life. The positioning of the advertising media is accurate, the psychological analysis of the audience is appropriate, and the link between the product and the consumer is warm, friendly and natural, which can be described as the organic unity of art and marketing.

-- Chen Zhulin

Media advertising and marketing case study two

Puma: station-wide advertising exclusive day

Case background

In April, Puma launched a new series of running shoes, this series of unusual, cutting-edge technology to create a creative functional running shoes can be with the gait & foot type changes and stretching. The new collection is unusual in that it utilizes cutting-edge technology to create a creative and functional running shoe that stretches with your gait & foot shape.

This is an epoch-making development in the history of running shoes. How to tell the audience about PUMA's innovation and attract them to focus on the new technology and running shoes has become the first task and problem of media promotion.

Marketing Objectives

Objective: To publicize the innovative selling points of the product and to rapidly increase its visibility on the Internet.

KPI: Exposure & Clicks; Estimated PV: 2,442,651,266; Estimated CLICK: 5,518,264

Target Audience

The main crowd of the PUMA brand is located in the young audience who love sports.

Curious about new things, able to accept different forms of information, like to show themselves, advocate freedom, full of energy, love of sports, full of dreams and hopes.

Execution time

April 18~May 31

Creative expression

Rich media ads with dynamic special effects, covering all the content browsed by all target users. Including the whole station terminal resources, to create the whole station advertising services in the form of "exclusive day" communication.

All the advertising materials are combined with products and brilliant dynamic effects full of a sense of technology to create the PUMA + PPTV brand overlap of "the crystallization of speed and technology.

Communication Strategy

Media Channel Insight:

According to the client's audience and the platform's user profile, the target audience is young people aged 15-28, active on PPTV's web site and on many different terminals. They are full of interest in all kinds of content, and their coverage reaches the first, second and third tier cities, with strong purchasing power.

Brand Opportunity:

The target group is very receptive to new forms of advertising, and creativity is the most interesting content for this group.

We needed to make online advertising as visually appealing as TV advertising through large-format rich-media ads that would reach the heart and soul of the user.

Execution process

PPTV gathered the planning, sales, and product departments together to create a series of creative ads exclusively for PUMA.

A series of creative advertisements to continuously communicate the product's selling points. Through the whole site "exclusive day" to repeatedly attract the attention of users. First of all, the first screen of the home page of the collapse of the ads, this ad combined with the characteristics of the PUMA running shoes, through the running shoes to break the way the screen, revealing the new technology of the running shoes and the slogan, in order to a strong visual shock, and successfully attracted the audience to focus on the running shoes, focusing on the new technology.

Secondly, the launch of the home page curtain linkage focus picture, synthesized PUMA running shoes dynamic running posture and other creative advertising.

Effect Summary

1. brand TA: 20 ~ 40-year-old people (male dominated) promotion goal: publicize the innovative selling points of the product, and quickly enhance the product awareness on the Internet.

Evaluation tool: PV&CLICK, to assess whether to reach the estimated value.

2. This promotion, mainly in the eye-catching advertising space, opened up an exclusive creative advertising with a strong visual impact, for the brand to win up to 3 billion exposure, nearly 7 million clicks, the advertising completion rate of 126%, the promotion of the task was overfulfilled!

Comment:

Puma utilized cutting-edge technology to create the first innovative, functional running shoe that stretches with the gait of the foot. How to tell the audience about PUMA's creation is the first priority of the media promotion.

"PUMA MOBIUM ELITE Speed and Technology Crystallization - Exclusive Day" promotional program is unique, making full use of the rich media format of online advertising. The home page, "running shoes breaking the screen", a very visual impact and infectious display form, fully demonstrates the sense of technology of PUMA running shoes, and successfully focuses the audience's attention to the new technology running shoes.

Network rich media interactive, informative, fascinating and other characteristics, for advertising creativity has opened a door. How to innovate in advertising, provide more rich and multi-sensory contact opportunities and exquisite and delicate creative display, it is worth every advertiser in-depth thinking.

In terms of media broadcasting channels, the "Exclusive Day" communication method, which covers all the contents browsed by all target users and strongly promotes, is worth recognizing through the resources of the terminal of the whole station in the package section and the creation of the whole station advertisement service form.

--Chengsai

Innovation is the never-ending power of mankind! And as an essential wearing tool in people's lives - shoes - play an indispensable role. As far as shoes are concerned, there are many major categories of difference, and their functions are also very different. Puma, as one of the representatives of sports shoes, shoulders the responsibility and mission to lead the development of the industry. This case is the latest scientific research crystallization of Puma with an intuitive form of communication to shape and dissemination, but also achieved a better set of objectives and expected results, is a good case.

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