Successful advertising and marketing cases and analysis

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Successful advertising and marketing case and analysis of a

Adidas Cloverleaf: the spirit of originality

As early as, Cloverleaf is known for its "cool" personality, and has become a trend setter. Cool, no longer need to define, Clover is the representative of "cool" in everyone's mind.

However, today's market is flooded by many cool brands, such as Vans, Converse, NSW, etc. Therefore, Clover decided to break through the limitations, explore the essence of cool, discover more brand spirit, and lead the consumers to a deeper understanding of Clover.

The challenge was clear: how to maintain the coolness of the brand while reaching out to a wider market.

Business Objectives

Increase sales by 10% over the same period last year

Behavioral Objectives:

Encourage consumers to upload their own team photos, with the most original photo being featured in Eason Chan's latest music video, with a goal of 10,000 team photos.

Sina Weibo, RenRen, Pin fans grew 173,000

Brand awareness goals:

Enhance brand preference, promote the purchase of "trendy", "classic", "personalized" brand attribute associations.

Core Creativity

After in-depth research, we realized that in the minds of today's young people, it's cool to be creative. Creativity is not easy, and original pioneers are often portrayed as tortured, lonely souls who go through a real struggle in the creative process. However, in the age of the Internet, originality is no longer about individual loneliness, it's about group paradise. We are determined to create a world first by producing a music video that has never been done before, a video that will be produced by Clover fans*** who will participate in the production by uploading their own original photographs, which are full of the spirit of originality, and will be featured in the world's first music video in which the fans will be fully featured.

Creative Execution

We were honored to have Eason Chan as the face of the campaign.

Adidas is a sports brand, but Clover is all about originality and individuality, and Eason Chan embodies these two qualities perfectly. It goes without saying that he is the super idol of today's Chinese youth, and his inclusion in the campaign adds even more impact

Before the campaign began, we asked Eason Chan to record a rallying manifesto video, and we asked young people to upload photos to show their originality. If the photos were good enough, then they could be featured in the final music video. We successfully warmed up the campaign by broadcasting the video on different media channels such as TV, Youku, Weibo and RenRen.

Once the campaign started, we took the lead in inviting known original pioneers to create their own original content by traveling to original and passionate locations in the city: skate parks, nightclubs, etc. to show their original spirit. The images they create are published on Weibo, in magazines and in other media to inspire consumers to be original and participate in the campaign.

We opened up multiple channels for consumers to upload their photos and participate in the campaign: an online campaign website, a studio in our retail stores where customers could take photos and upload them, and a convertible truck that traveled around China's major cities, taking commandos on raids to the coolest locations to collect the team's original photos. We also partnered with China's largest photo-sharing app, "Pin", to make it easier for consumers to take and upload their team photos directly from their smartphones.

In the end, we ****captured more than 50,000 original team photos and created the first-ever fan-created music video with the largest number of fans, and a music video that featured Eason Chan dancing to an original song created specifically for the campaign to show off his original personality. We maximized the distribution of the video through video portals, fashion channels, music channels and social networks.

Business Objective:

10% increase in sales compared to the same period last year

Results:

31% increase in sales compared to the same period last year

Behavioral Objective:

Consumers are encouraged to upload their own team photos, and the most original ones will be featured in Eason Chan's latest music video. The goal is to collect 10,000 team photos.

Sina Weibo, RenRen, and Pin fans grew by 173,000

The number of team photos collected exceeded expectations by 524.76%, i.e., 42,476 more than the expected target

Fans grew by 109.26% over the expectation, and during this period, the Nike "Sportsway " campaign was also underway. Our fan growth was 188,218 and Nike's fan growth was 720, i.e. our fan growth outnumbered Nike's by 187,498 which is 260 times more than Nike. If you just look at Sina Weibo follower growth, we gained 54,670 followers and Nike actually lost 3,131 followers.

Brand Awareness Goal:

Enhance Brand Preference: Promote "trendy", "classic", "personalized" brand attributes that promote purchase. Associations

Results:

" Trendy" - brand attributes increased by more than 11 percent relative to pre-campaign

" Classic " -- brand attributes increased by more than 12% relative to pre-campaign

" Personable" -- brand attributes increased by more than 9% relative to Over 9% increase in brand attributes pre-campaign

Comment:

Clover is well known for its "cool" personality, so how can it continue to maintain its coolness while exploring a wider market.

"Clover team passionate advertising campaign" is a new and unique way of campaigning, perfect interpretation of the brand characteristics. Starting from the concept of "it's only cool if you're creative", the campaign involved the participation of Clover fans*** in the production of a music video, which demonstrated the original spirit and unique personality of the brand.

The campaign channels used a variety of modes such as an online campaign website, a full studio in retail stores, and convertibles driving between cities, forming an integrated promotional effect that maximized coverage of the consumer base and strengthened the promotional effect.

The case innovated the media application by using pins, a new type of social network - the photo social network in the age of reading pictures 2.0. When users see that their photos can interact with the official account of the brand they like, it motivates them to upload photos more actively, and improves the quality and personalization of the photos. This intimate engagement between brands and their fans keeps them consistently excited and enhances brand preference.

--Sung Sai

Contemporary times are a time to proclaim individuality, and even more so a time to honor style. At present, Clover is leading the public to play cool creativity in the form of "Cool Pioneer". To a specific form of activities to interact with the target group, and in the process deepen the brand of Clover's inner **** Ming. The activity is refined and endorsed by Eason Chan as a cool form, and interacts with millions of participants, generating a very good sense of participation and living. The case is vivid, dynamic and infectious, and is a "fun" case that can arouse the target group's ****sing!

-- EUROZONE

Successful Advertising and Marketing Cases and Analysis II

Suntory Mellow Latte Coffee: A Journey Through Exotic Countries

Advertiser: Suntory (Shanghai) Food Trading Co.

Advertisement Agency: Beijing Dentsu Advertising Co.


Coffee, as an imported product, has gradually lost its initial impression of high-end petit bourgeoisie, and is gradually entering people's daily life with a new value positioning of ordinary and moderate.

Shanghai, as the center of China's economic development, has been overwhelmed by the enormous pressure of life generated by the busy daily work. Coffee has become an indispensable stress reliever in people's lives. Coffee's invigorating effect and slightly relaxing drinking experience are also recognized by the majority of white-collar workers. In the face of such a market need, Starbucks as the representative of the fast food type of coffee, Nestle as the representative of the instant coffee, as well as a variety of brands of ready-to-drink coffee beverages flooded the market, Suntory Liqueur series of coffee products is one of them.

Consumer Insight

With the pace of life and the pressure of life, the desire for relaxation and release has become the greatest wish of the white-collar workers in contemporary urban life. A strong and sweet coffee and a trip to a foreign country have become the symbol of modern people's pursuit of high quality of life. Through market research, we have confirmed that when traveling abroad, drinking a cup of authentic coffee carefully prepared by the barista in the cafe in a foreign country, feeling the exotic flavor, has become a must for overseas travel.

Activities

Based on the above knowledge, we decided to create an exotic experience of Mellow Latte in Shanghai, which is full of leisure mood for consumers. Our IDEA is Exotic Leisure Time + Mellow Quality Coffee = Mellow Latte Exotic Journey

First of all, we made a video clip to be played in buses and subways.

We all know that in Shanghai, buses and subways are the preferred means of transportation for white-collar workers, and a variety of bus routes connect white-collar workers to the business community. We chose the subway and buses for this kind of mobile media for video placement, not only to reduce costs, but also to ensure a certain rate of arrival. The relatively crowded and stuffy environment of public transportation in the morning rush hour will give them a strong desire for a good cup of coffee immediately after they see the commercials.

We located the event in an office building frequented by white-collar workers, and utilized the official WeChat LBS positioning push function to allow white-collar workers who had just stepped off the bus to instantly receive an invitation to travel through the Suntory Mellow Latte from the official Suntory Mellow Latte microblogging site.

When a large number of white-collar workers received the invitation and were converged to the scene, not only did everyone taste the mellow latte coffee on the spot, but also through AR augmented reality technology, so that they and the exotic coffee masters have an intimate journey across time and space. Every consumer who comes to experience the coffee can instantly be in a café full of exotic flavors, taste the mellow latte coffee carefully prepared by the barista, and enjoy a good time.

While you are savoring the coffee, we have captured this leisurely moment through the automatic photo function. It is made into a postcard on the spot, so that you can further share your joy to your friends and family, and at the same time, you can also give them a generous gift of mellow latte. With ___ in place beforehand, it will be an unexpected surprise for your friends: the doorbell rings, and waiting outside is a handsome foreigner delivering a heavy box of Mellow Latte and a friend's blessing. Through our activities, your joy has been promptly shared with your friends.

The strong sense of presence brought about by the cross journey, the exotic barista's in-person delivery, the unexpected big gift box, all of this through the microblogging microblogging and other social media dissemination in the middle of the consumer to cause a hot topic, the information quickly geometric speed incremental expansion of the spread.

Results

In this case, AR (Augmented Reality) technology was used to enhance the fun of the offline event. Consumers were able to interact with a virtual coffee master on the screen. At the same time, an On-line campaign was launched using We Chat as a communication platform for the purpose of CRM and in-store visits.

The campaign lasted for one month and involved 100,000 people in 15 office buildings. The campaign was divided into three phases, pre-promotion, on-site distribution and topic arousal. the AR experience triggered a wide range of consumer interest, but also triggered a great deal of conversation, so that it was viewed on microblogging, weibo, BBS and other social media for more than 20 million times, and the product information covered a crowd of 2 million people.

In the microblogging interaction rate, far more than expected at the beginning of the period KPI, over the rate of 930%, in just a few weeks to achieve an increase in effective fans more than 4800 people, the newly opened official WeChat also gained WeChat members 1300 people.

Comment:

As a brand new coffee product on the market for promotion, the most difficult hurdle, in fact, is the spiritual experience of the product, even more difficult than the taste. This, Beijing Dentsu has done. As we all know, the Chinese people's exploration of tea culture is interpreted by "Tao", which contains a spirit, a pursuit and a totem, and the same goes for coffee. The core of this case is the product in the pre-market, he made full use of new technologies, new media, O2O new marketing approach to experience, will now be popular in a variety of mainstream media resources, the application of the extreme, coupled with the geographical selection of the test, the precise dissemination of the coffee of this fashionable product, played a very good start-up effect, and, at the same time, for the brand planning industry how to solve the landing of the marketing to lay down a new benchmark.

-- Zhang Yitao

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