Durex classic marketing case?

From Weibo to WeChat, from topics to games, Durex's brand marketing is still strong, maintaining a high level as always. How does Durex keep the output and high qua

From Weibo to WeChat, from topics to games, Durex's brand marketing is still strong, maintaining a high level as always. How does Durex keep the output and high quality of these contents? Then let me take a look with the readers.

Introduction to durex

Durex is a world-renowned gender health brand. It once belonged to British SSL Group, and 20 10 was acquired by Lijie. Li Jie is a world-renowned consumer goods company, which is committed to making people's lives healthier and families happier by providing innovative products and solutions. Lijieshi Group is a listed company on the London Stock Exchange and a constituent stock of the Financial Times 100 index. Its headquarters is in England.

one

Brother shoe cover-quick response to instant events

In June, a heavy rain in Beijing made Durex official Weibo really angry.

Just as Beijing was nearing the end of work in the evening, heavy rain suddenly fell, and netizens in Weibo began to discuss how to go home. At this time, an account named "Monkey King" sent a Weibo: It rained heavily in Beijing today, but fortunately there were two durex in the bag. In the picture, he introduced in detail how he made shoe covers with Durex. As soon as this Weibo was sent out, it was madly forwarded by netizens, and more than 1 hour was forwarded.

Afterwards, Pengyuan Jin, the "head" of Durex Weibo's outsourcing team and the "behind-the-scenes ambassador" of this activity, disclosed the creative process online:

2011June 23 17: 20 It rained cats and dogs again in Beijing. Colleagues in the content group said, "Lao Jin, we have thought of an interesting thing. Let's take a look. " Downstairs, I saw two Durex opened, and something was covered on the barbell foot: "Durex put on shoes to prevent getting wet." I remember when I was a child, I used plastic bags to cover my shoes. Condoms are more suitable because they are elastic. In addition, we also use bumps to increase the anti-skid function.

After the shooting, Zhang Hui, Durex's account manager, was a little worried about whether this would affect the brand. On the social network, our team's operation aim is to combine hot spots, be interesting and bold, respond quickly and insist on originality. This idea conforms to all the rules and there is no question of principle. After simple communication with CEO Ma, it was decided that it could be done, but it was sent by the private account of Houzi instead, and then forwarded by the official Weibo of Durex after seeing the effect.

At 24: 00, the forwarding volume of Weibo has exceeded 58,000, firmly occupying the first place in the forwarding list of Sina Weibo on June 23rd. Within 3 days, the maximum forwarding is over 90,000. If compared with the traditional media, the event communication without spending a penny can be comparable to the three 30-second advertisements in CCTV prime time. A week later, the English version of China Journal rated this case as one of the most representative social network marketing cases in 20 10.

two

New biography of nian beast

This is H5 launched by Durex during the Chinese New Year, which belongs to the game category. With the help of the ancient legend of Nian beast in China, it has been reformed. In ancient times, people needed to set off firecrackers on the last day of the year to scare off Nian beast with sound. Besides firecrackers, there are other sounds that can scare away Nian beast. Click "Start the game", click on the men and women who pose awkwardly in the picture, click once, and the sound will be "Ah". The more clicks, the faster the sound effect, and the greater the chance of scaring off Nian beast.

Design, paper-cut style, with big red as the main tone, fits the New Year atmosphere.

Interactively, users need to click on the villain on the screen.

three

Durex code version Tetris

In planning, imitate Tetris prototype game and design Durex Tetris version. First, choose gender. Of course, choose a man or a woman, as you like. In the game, the C-shaped brick represents Du Du's C-shaped device, the U-shaped device represents his sister, and the rod-shaped device represents Tintin who enters her sister's body. Put the rod-shaped cube and the C-shaped brick tightly and it can be eliminated. Only through customs clearance can we see the divinity of Du Du's high-tech products.

In the design, black is the background color and rose is the content color.

Interactively, click the control button at the bottom of the game to control the falling direction of the box: click the button at the bottom left to move the box to the left; Click the middle button to move the box to the right; Click the button in the lower right corner and the box will turn clockwise.

three

Love model test

Plan, test. However, these problems are all related to gender. Only a few girls and boys can answer more than three of the eight questions correctly, which greatly improves the popularity of science. And the question-and-answer setting is also extremely interesting.

In design, MengMeng's cartoon image design takes yellow as the background color.