What are the successful cases of online marketing, let me learn from them?

(a) Pepsi advertisement for the Year of the Monkey

Pepsi-Cola was born in 65438+1990s, and was founded by Caleb, a pharmacist in North Carolina, USA.

Made by Bradham, made of carbonated water, sugar, vanilla, crude oil, pepsin and cola nut. The medicine was originally used to treat stomach diseases, and was later named "Pepsi Cola" and registered as a trademark on June 1903.

Later, it gradually developed into a carbonated beverage launched by Pepsi Company in the United States, and it was also the main competitor of Coca-Cola Company in the United States. On June 8th, 20 16, "Top 20 16 BrandZ Most Valuable Brands in the World 100" was announced, and Pepsi ranked 86th.

20 17 In June, BrandZ 2065 438+07, the most valuable global brand 100, was released, and Pepsi ranked 84th.

In 20 16, the advertisement of the Year of the Monkey of Pepsi became the big winner of the "sentimental" advertisement that people talked about.

Pepsi's marketing is an eye-opener. The six-year-old boy of the Monkey King, who is well-known to Chinese people, was invited by PepsiCo to launch the "Monkey King Family with Music Home", which is undoubtedly a big move to win the Year of the Monkey and regain the limelight occupied by Coca-Cola in the past. When familiar music is played in commercial advertisements, it evokes many people's childhood memories. "Practicing seventy-two changes, laughing eighty-one is difficult" is even more impressive. "Passing on happiness from generation to generation is to let more people bring happiness home", which also earned enough tears from the audience. Netizens have supported: I give full marks for this advertising idea!

In the marketing strategy of Pepsi-Cola commercials, Pepsi-Cola has made great efforts in emotional marketing. First, keep close to the pulse of the times, seize the monkey culture in the Year of the Monkey, and invite six-year-old children of the Monkey King to tell tearful stories, which will arouse deep memories of consumers; Secondly, seize people's hearts, combine the older generation with the younger generation, and seamlessly connect the refined advertising language of "passing on happiness from generation to generation is to let more people bring happiness home" to establish consumers' brand association with Pepsi. Then use the network media to spread at the fastest speed; At the same time, it took the opportunity to launch limited edition products and detonate sales.

(B) Haier Weibo Marketing

Haier Group, founded in 1984, is a large household appliance brand in the world. At present, it has transformed from a traditional enterprise manufacturing household appliances to a platform for the whole society to incubate makers. In the Internet era, Haier is committed to becoming an Internet enterprise, subverting the closed system of traditional enterprises, becoming a node in network interconnection, interconnecting various resources, creating a new platform for * * * to create * * *, and realizing win-win and value-added for all parties concerned.

When it comes to Haier, many people are still impressed by the cartoons of Haier Brothers and the image of a national enterprise, but now Haier, who is 33 years old, has quietly become popular on the largest Weibo platform in China.

This matter still has to start with a netizen article in Weibo.

2065438+0610/0 On 24th October, Weibo netizen @ Miss Zhang posted a Weibo saying that she was worried about how to choose a soymilk machine and the official blogs of several major soymilk manufacturers.

But what everyone didn't expect was that this Weibo subsequently attracted the attention of major soymilk brands, and even spread to official blogs of enterprises in all walks of life, becoming a major marketing event of official blogs of enterprises in Weibo.

In this lively online hype, Haier's figure also appeared in this Weibo's comment, and ranked first in the popular reply with 47,000 likes. It can be seen that Haier's potential in online celebrities has begun to gradually emerge.

Corporate governance is a tool for enterprises to express their development ideas and trends to the public. The stereotype of enterprise official micro as the mouthpiece of enterprise products and ideas has long been deeply rooted in people's hearts. Weibo is nothing more than advertising and lottery, but this joint interaction has surprised many netizens: I didn't expect you to be such an enterprise! This interaction not only greatly enhances the exposure of many enterprises, but also completely eliminates the discomfort of hard implantation of advertisements. It can be said that this is a successful online marketing case with a typical Internet thinking mode.

Head coach @ Haier's figure naturally appeared in this Weibo's comment, and ranked first in the popular reply with 47,050 likes, becoming one of the first official blogs to do things.

There are always people who think that the era of Weibo's welfare has passed, and Weibo's marketing and Weibo are no longer conspicuous. Therefore, when the hot events in Weibo have passed, some people think that the peak of the dividend period in Weibo has passed, and 99% of corporate accounts have begun to reduce the frequency of updating and reduce the number of operating teams. Haier is doing the opposite, constantly updating Weibo, grabbing hot reviews, replying and interacting with netizens in major Weibo red zone, and looking like ordinary people who eat melons.

In this marketing war in Weibo, Haier has undoubtedly achieved great success. Haier's success lies in its courage to break the old and welcome the new, and its formalization, interest and youthfulness in Weibo not only conform to the trend of the times, but also realize people's brand-new cognition and reputation for the enterprise.

(3) Alipay sets Five Blessingg.

Alipay (China) Network Technology Co., Ltd. is a leading third-party payment platform in China and is committed to providing "simple, safe and fast" payment solutions.

Since its establishment in 2004, Alipay has always regarded "trust" as the core of its products and services. It owns two independent brands, Alipay and Alipay Wallet. Since the second quarter of 20 14, it has become the largest mobile payment manufacturer in the world.

Before the Spring Festival, Alipay once again launched the "Five Blessingg Red Packet" campaign, saying that it would "return all the professional blessings owed to everyone". This is the second battle of Alipay. Although the effect of the launch of 20 15 is not very remarkable, its promotion method is professional and ingenious, and there is a secondary upgrade of 20 16. Alipay also helped 360 search create a new record of "searching for happiness" for the whole people and put itself on the hot search list.

Alipay said: This year, we will not deliberately create a scarcity suspense for any Fuka. In other words, the extremely scarce dedication and happiness like last year will not happen again. As we all know, Five Blessingg can carve up 200 million yuan with Alipay. The figure of 200 million RMB sounds very exciting. In order to divide the 200 million, many people want to try. Years ago, Alipay launched the "Set Five Blessingg Action" with great vigour. Then have you ever wondered why Alipay should spend 200 million on this activity? In fact, the reason can be imagined. In recent years, QQ and WeChat have become more and more popular, and red envelopes have swept across China, overwhelming Ma Yun and making him feel a little scared every Spring Festival. Ma Yun will definitely feel uncomfortable, and Alipay will be under great pressure. Being suppressed by two products of Tencent, you have to do something.

Alipay "Five Blessingg":

Rich, harmonious, friendly, patriotic and dedicated. You can collect it by opening Alipay, but it is not so easy for the public to collect it in Five Blessingg, especially the dedication, which is a clever design. Therefore, in order to quickly gather Five Blessingg, users need to exchange focus cards with each other, which is achieved by adding friends or groups. Once Alipay forms this social way, he can slowly check and balance WeChat and QQ to some extent, just like WeChat. Therefore, Alipay's Five Blessingg activity was cleverly designed and achieved its original purpose. Alipay lets people know that it is not only a payment tool, but also can chat and add friends like Tencent. Just whether you can steal QQ and WeChat users depends on the future development and technology of Alipay.

Generally speaking, the activities launched by Alipay were very successful, which made it successfully attract people's attention during the New Year, to some extent, narrowed people's distance and improved interpersonal relationships. Just a little disappointed in the later period, less money and dissatisfied users. Alipay's social promotion effect has not been achieved.

Hope to adopt ~