How did Haier achieve the advertising effect of 6 million with 600 thousand?

Before, there was a speech by Chairman Siebel, which exploded the circle of friends and set up an excellent case of b

How did Haier achieve the advertising effect of 6 million with 600 thousand?

Before, there was a speech by Chairman Siebel, which exploded the circle of friends and set up an excellent case of brand communication.

Subsequently, Shu Congxuan, the chairman of Laoxiang Chicken, released a video to tear up the joint letter of employees, saying that "the first one will not lay off employees".

Recently, the incident of "employees climbing stairs by hand to save the suspended girl Haier from giving 600,000 properties" was once again screened, which triggered a heated discussion among netizens. With 600,000 yuan and 6 million advertisements, Haier has contributed to another mode of brand marketing communication.

0 1

In the plight of the epidemic

"Rewarding employees with 600,000 properties" attracted public discussion.

Under the impact of the epidemic, the market fell into depression, and the electrical appliance industry was no exception.

Production workers can't return to work, consumers' shopping behavior is greatly reduced, and the delay in the return of goods by dealers, logistics and distribution workers and installation workers also leads to poor sales channels, which further inhibits the demand in the electrical appliance market.

As a domestic head electrical appliance brand, Haier has accompanied at least two generations to grow up and has always been grounded in brand marketing!

On the morning of May 2 1, Hu Yunchuan, a complete service engineer of Haier, climbed the building with his bare hands and rescued the girl hanging from the window on the sixth floor.

Subsequently, Haier restored the little brother's life-saving experience in the official Weibo, and issued follow-up incentive measures to reward his little brother Hu Yunchuan with the "one person, one person" courageous award and a local suite worth 600,000 yuan.

At the same time, Haier has not forgotten to attach importance to values. People are the most precious wealth of enterprises. They don't want dangerous things to happen, but they hope that society needs them and Haier people can come forward.

As soon as this move came out, Haier successfully boarded the hot search, which triggered heated public opinion.

Zheng energy school

@lox2 10: the light of the right path!

@ 中中: This kind of enterprise is Guoguang!

@ pupu -20 12: Seeing this news, I feel that there are still many wonderful things in life!

@ 中中中中: Conscience enterprises need such positive energy! You must buy Haier's next air conditioner!

Shangshi school

@Summer Bao Yang: Save a home and reward a home!

@ Emma fafa: This is much better than sending a pennant or giving a few words of verbal praise!

Advertising school

@ Yu Gongzi Guo: I recognize this advertisement!

@ Acura: Haier's advertisement is worth it!

@ Whale's Plane: Much better than advertising a traffic star!

@ One knows everything and one knows nothing: 600,000 clicks on 6 million advertisements!

Rational school

@ Lv Ying Chao Cat: From another perspective, it's really cost-effective to spend 600,000 yuan on an excellent brand advertisement.

@ Snail or Cow: Haier will not lose money in this wave of advertisements, whether for the benefit of the company or for the benefit of employees.

@ Jingjing Jingjing: Haier invested 600,000 houses to save employees, but the actual investment should not be 600,000. Various media are scrambling to report, and the all-weather media platform keeps rolling and showing its face, far better than any advertising words of big coffee.

@ Jingjing Jingjing: Even if the ultimate goal of the enterprise is to promote corporate culture, I hope there will be more such publicity.

In my opinion, sincerity can not only hit people's hearts directly, but also be the only effective marketing "shortcut". It is this sincere and simple video form that has stimulated the second diffusion of UGC, which is undoubtedly successful from the perspective of marketing communication.

02

Clever use of the situation to weaken the advertising attribute

"Alternative" marketing stands out.

Different from most brands' marketing behavior of deliberately creating hot spots, Haier's operation skillfully uses the "Dongfeng" to weaken the advertising attributes from the advertising form to the advertising content, so that users are willing to pay the bill. Stand out from the epidemic and become a "conscience" brand in the hearts of the whole people!

Compared with the final market reaction, the investment of 600,000 yuan is only 9 Niu Yi cents. Haier, through 600 thousand, has played a 6 million advertising effect. It can be said that Haier's brand marketing this time is very successful!

How did Haier do it?

1, use advertising as a coat to convey brand value.

Haier conveys the spiritual strength and humanistic care of the brand through the goodwill appreciation of civilian heroes, which is the promotion of corporate identity internally and the transmission of corporate values externally.

2. Aim at the psychology of the audience and follow the trend skillfully.

As a China person influenced by China's traditional cultural environment, he naturally relishes the things that good people are rewarded with good results and positive energy. Haier is aiming at this kind of psychology of Chinese people, seizing the opportunity and cleverly "following the trend", successfully hiding the advertising intention and weakening the advertising attribute through the positive brand image packaging.

3. Dwarf and enhance the brand structure.

Under the influence of the epidemic, my colleague Dong Ayi complained bitterly ... Compared with the scene of the sorrow of her peers, Haier's management stood out from the crowd and seemed superior, which invisibly enhanced the brand's vision and pattern.

4. Implement marketing.

Haier's marketing charity did not stay in words, but fulfilled its promise with practical actions, which formed a sharp contrast with the marketing attitude of most brands, thus winning the favor of the public!

03

brand marketing

Hit the public mind is king.

Undoubtedly, in the face of the current public opinion environment, brand marketing is becoming more and more difficult.

On the one hand, the survival rate of hot events is getting lower and lower because of the fragmentation and explosiveness of information;

On the other hand, as far as this pneumonia epidemic is concerned, in the face of such negative public opinion events, if you are not careful, the brand will be in a state of perdition.

Therefore, in the face of current brand marketing, topics wave after wave, hot spots wave after wave, but finally back to the product/brand itself, the benefits are few and far between. This is a marketing dilemma faced by many brands.

This time, Haier's marketing behavior of "rewarding 600,000 real estate for employees who are brave and courageous" may give an excellent demonstration.

He did not follow the conventional form of brand marketing, but jumped out of the traditional form of brand marketing, and complied with the habits of the public in the form of Weibo's interaction and response; In terms of content, it captures people's hearts with practical actions, starting from the perspective of employees and humanistic feelings.

On a deeper level.

Only by combining the basic social values with daily business activities can an enterprise achieve its brand, and its success is closely related to social welfare. As an industry leader, Haier has the responsibility to embody the spirit of "corporate citizenship" in its communication activities.

Especially in the face of the public opinion environment of the current national war "epidemic situation", it is undoubtedly the best policy for brand communication to use this potential energy to keep pace with mainstream public opinion, whether in mass media, social media or private domain traffic.

Returning to the essence of marketing, the value of marketing lies in conveying the value of information such as brand products, and "transmission" and "dissemination" are the purposes.

"Marketing is invisible", only by jumping out of the existing paths and routines can we innovate, and hitting the public mind is king.

This is the biggest revelation of "Haier's 600,000 brand marketing event".