Durex Weibo marketing case?

20 1 1 February, Durex opened Sina official micro. By July, the number of fans had reached160,000, and now there are 750,000. Now Durex Guan Wei has become one of the

20 1 1 February, Durex opened Sina official micro. By July, the number of fans had reached160,000, and now there are 750,000. Now Durex Guan Wei has become one of the most influential brands in Weibo and the most successful representative of Weibo marketing! Then let me take a look with the readers.

one

Crisis public relations, kill two birds with one stone

The origin of the incident: Durex posted a Weibo of a female netizen on her Weibo, without indicating the source, which angered the female netizen. What happened: claiming compensation for mental damage 1 Yuan 100 Box Jasper claims for Weibo: "The ball will be formally sued for plagiarism by Durex official Weibo. Is there a lawyer willing to represent him for free? This move aims at popularizing citizens' copyright rights. The claim is not high, and the compensation for mental damage is 1 yuan 100 boxes of jasper. If the claim is successful, the attorney will be awarded 50 boxes of jasper +50 cents. This ball is serious. Event result: After the settlement was reached, Durex official Weibo sent 100 boxes of Durex to the ball and 100 boxes of Durex to netizens. In this incident, Durex not only skillfully turned the corner, but also attracted more people's attention, improved the brand's popularity and reputation, and achieved multiple goals.

two

Xietaoge

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.

three

Use god-like copywriting to flirt with all kinds of big v.

@ Homebook, April 12, 22:08 @ Homebook: Everyone who slept before one o'clock tonight is pregnant.

April 12 22: [email? Protected] Durex official Weibo: I'm here! Nothing! ! !

@ Justin @ Justin: Guess what I'm doing. One: I have my wardrobe and transportation.

@ durex official Weibo: Thirteenth Master is lucky, and this protection is safe enough!

Durex is trying to reach out to all kinds of big V fans, so flirting with them and getting more attention is the best policy!

four

Fan interaction brings the distance closer.

The selection of "Most Fans" is the most interesting, boring, calm, sad, restless, talkative, the earliest to reply, the latest to talk nonsense, the most helpless, timely interaction and the rotation of thinking, so it is possible to win Durex's "Most Fans" today. The Durex Weibo team has also made great efforts in responding to users, screening out valuable content and forwarding it to the official Weibo. Many of them are self-advertisements of netizens. A netizen took a piggy bank for his birthday, which contained many condoms and many sweets as birthday gifts, and another netizen gave Durex a screensaver, and so on.

five

On 20 14, a generation of superstar Henry announced his retirement. Durex sent Weibo: The gunman retired or the gunman?