Internet marketing success story?

First, Want Want multi-channel marketing

Facing the trend of young people's consumption networking, Want Want has built a multi-channel and diversified online communication system and built an online e-commerce platform. In addition to flagship stores such as Tmall and JD.COM, Want Want also launched its own e-commerce models such as Wangzai Club App, Wangzai Wangpu applet and Wangzai Wangpu App, and opened corresponding platform stores in conjunction with popular social platforms such as Tik Tok, Aauto Quicker and Xiaohongshu. Offline, Want Want has expanded vending machines and theme stores, and built its own direct sales channels.

At the same time, the changes in the consumption environment and consumer groups mean that the media environment and communication methods must also be iteratively updated. In addition to TVC advertising and event marketing, Want Want has tried many fresh ways to communicate with young people from the perspective of consumers, such as cross-border marketing and creating theme stores. It can be seen that in order to reach young consumer groups, Want Want has made great changes in channels and communication.

Second, Alipay set Five Blessingg activities

In 20 16, AliPay "Gathering Five Blessingg" was born and became a hot topic in the Spring Festival that year. In addition to the people actively offering sacrifices and exchanging blessings, especially the scarce "dedication" has been on the hot search list of major social platforms for many days and has become a hot topic in the streets. From that year on, "Gathering Five Blessingg" continued to exert a strong influence in the following years.

Starting from 20 17, Ji got rid of the simple card-collecting activities and launched different innovative ways of playing almost every year. For example, on 20 18, for the first time, there appeared an "all-round blessing" that can be exchanged for any Fuka. The gesture of "Five Blessingg has arrived" swept around, and you can also get Fuka through Ant Manor and ANT FOREST. On 20 19, Alipay launched a 20 19 flower card, and users who get this card can get the right to "help you return flowers all year round"; By 2020, Alipay's flower card will be upgraded to a "family card", and the most attractive benefit is "helping the whole family spend flowers".

With the innovation of gameplay every year, Set Five Blessingg has begun to attract users continuously. At the end of the year and the beginning of the year, the expectation of gathering in Five Blessingg has become quite ceremonial, and it has also begun to precipitate into one of CNY marketing (China Spring Festival Marketing) activities with strong influence in the Internet field.

Compared with other platforms, Five Blessingg, which has the first-Mover advantage in user cognition, pays more attention to interaction and sharing. What people can do is not only "grab", but also "play", "share" and "interact".

However, after the introduction and diversification of "Ji", it is no longer just an independent individual or family's "sweeping snow in front of the door" behavior, but has become a more influential social activity and social behavior in the process of exchanging greeting cards and giving gifts. On the surface, it is the change of the scene from offline to online; But from the lining, it is an infinite extension of form and connotation. Traditional cultural elements such as "happiness" have gained brand-new and sustainable vitality in the virtual space of the network through "gathering".

Obama's presidential campaign

First, the marketing team: Obama campaign team

Second, marketing analysis

_Youtube "Obama fascinates me" has more than 9 million hits.

_ More than 654.38 million people donated money to Obama to participate in the election, of which 50,000 donated money through the Internet.

_ 94% of Obama's donations come from the Internet, 26% from Hillary, and 0/3% from McCain/KLOC.

_ Federal Election Commission documents reveal that from June 5, 2008 to April this year, Obama spent at least $2.8 million on advertising for Google.

Third, marketing summary: video community promotion+search engine marketing+website alliance = Obama's victory.