In the wave of public welfare marketing, how can brands break through?

From Tencent's charity activity of "1 yuan for painting" to the popularity of friends circle, and then to Coca-Cola's "can-call bottle cap", many brands gradually realize that the value brought by charity marketing is immeasurable. It can not only shape the brand image, but also gain the recognition of consumers, so more and more brands join the camp of public welfare marketing, forming a heat wave of public welfare marketing. So how should brands break through in such a strong wave of public welfare marketing? First, to provide solutions to problems based on social pain points, but when it comes to public welfare, it often belongs to social pain points. Therefore, in the process of public welfare marketing, brands should not exaggerate their own interests and regard public welfare as a gimmick. The correct way is to deeply bind public welfare actions with social problems, touch public sentiment, and thus form a value relationship that recognizes brand value. Moreover, public welfare marketing can not only float on the level of slogan propaganda, but also need to provide real solutions to social problems, and put them into action to truly enter the hearts of users. Because only users can remember the core value of the brand by personal experience and practice, and when this practical behavior becomes an experience in users' lives, users' memory of the brand is bound to be more profound. Second, combine interesting interaction to improve user participation. Although public welfare marketing is a social activity, it is still a marketing behavior in essence, so we should pay special attention to the manifestations of activities. Only by combining interactive elements, catering to users' needs and aesthetics through relaxed and interesting content, and getting rid of the traditional serious and rigid impression, can public welfare marketing achieve results and stimulate brand communication with the help of users' participation. Third, building brand IP and precipitating corporate social assets is not a short-term behavior, but a social activity that requires long-term brand marketing. As an important part of socialization activities, public welfare behavior is an important means to precipitate the value of brand socialization assets. Therefore, brands need to transform public welfare marketing into brand IP, deepen brand IP through content innovation and establish long-term emotional ties with young people. With the help of social media, users can participate in brand building, so as to increase the core competitiveness of the brand, and finally realize the formation of brand core value and social value, and precipitate it as the social asset value of the brand. Public welfare marketing has become an important means for brands to express social values. How to enhance brand value is obviously a problem that enterprises should consider at present, and public welfare marketing is undoubtedly a sharp weapon. Orange coupon, a professional marketing manager, can provide professional marketing services for enterprises. Having a professional operation planning and technical development team can help enterprises to build a marketing matrix such as WeChat official account, applet, Alipay life number and H5 page, effectively reach omni-channel customers, and can also customize unique exclusive marketing activities according to corporate style, combining corporate style with publicity tonality, empowering brands and creating lasting motivation.