Advertising and marketing case strategy review?

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A

Heflex: PPTV Premier League strength of the new interactive communication

Heflex strength of the faction has gained wide popularity, on this basis, to consider is how to further continue the brand promotion route, effectively strengthen the brand strength of the faction image and status.

Marketing Objectives

Heflex products for strong exposure, so that the strength of the brand concept in the target consumer groups to effectively penetrate.

Target Audience

Consumers who buy Hafez are mostly white-collar workers and students. And the consumer objects formulated by Procter & Gamble for Hafez are also mostly urban youths to meet their pursuit of fashion psychology.

Consumer regional characterization: Hafez has occupied a major market position in all parts of the country.

Execution time

April 26 to June 30

Creative expression

PPTV, as a strong sports platform, in the promotion of the period on the line of the heavyweight sports events were the English Premier League and the World Cup budget matches, the two major soccer tournaments of the viewing public and the brand's audience is extremely consistent. In addition, the soccer tournament itself ***, victory and other elements and strength of the concept of the same, more conducive to the brand concept of output and penetration.

Communication strategy

Through insight into the psychology of fans watching football and socializing. Through the use of language close to the acceptance of the user group, "strength", "hard words", "to seek support" and other communication content that touches the user's psychology, to stimulate the attention and discussion on the strength of Hafez. The company's website is a great source of information about the HDFS.

To create the "Hafez - Premier League Strength" with the tournament as the content and creative interaction as the highlight.

Execution process

Tie the two tournaments together and open up the creative advertising, combining the concept of the powerhouse with the form of advertising.

Creative advertising format: pc Premier League matches - scenario advertising, interactive guessing, crazy patch

Three-end hard targeting: all platforms of the Premier League matches + the World Preliminary Round patch placement, the web site + the customer's home page, client-side movie, variety, sports channel hard advertising placement, iPhone focus map + start big picture of the high-exposure rendering.

Effect Summary

Total Views PV 16159913875

Total Clicks CLICK8217458

Comments:

Hefix, as an international anti-dandruff hair care brand, has always been a leader in the field of scalp care trends. The Hafez PPTV Premier League new interactive communication program, with the double combination of sports strength + dandruff strength, tied two major events to put creative advertising, close to the Hafez the most important object of appeal: young, self-confidence, the pursuit of fashion men, highlighting the Hafez dandruff strength of the brand proposition.

It is worth mentioning that PPTV, as a strong sports platform, during the promotion period, on-line heavyweight sports events were the English Premier League and the World Cup budget match, the two soccer tournaments of the viewing public and the brand audience is extremely consistent. The English Premier League is the stage of the most powerful competition, the strength of the players competing with the brand dandruff powerhouse echoed.

David Ogilvy has mentioned in his book that a masterpiece of advertising is one that sells the product without drawing public attention to it. At present, the advertising influence into the market purchasing power, Hafei Si still lacks. In the face of strong competitors Qingyang "dandruff, Qingyang said to do it" blunt attack, how to further continue the brand promotion route, the formation of effective market purchasing power, Hafei Si has a long way to go.

--Cheng Sai

As a famous brand in China, Hafei Si has a certain market and consumer base. In the case of communication after positioning for the target group, it is crucial to cast the right way. This case combines the English Premier League tournament as a carrier, followed by a series of communication through and display, should achieve the communication of the established results and expected goals.

--Eurozone

Second

Hexin "China's first" European Cup marketing strategy revealed

The end of the year, one afternoon, an opportunity in front of the Hisense: the European Cup global top sponsors, to do or not to do? Just 10 hours later, Hisense became one of the ten top sponsors of Euro 2016, and the first Chinese brand in the 56 years since the establishment of the European Cup.

This is the fastest decision-making and largest sponsorship in Hisense's history. Hisense's internal "epoch-making significance" summarizes the evaluation of this sponsorship, "super value" has become Hisense's greatest affirmation of this sponsorship.

I, "China's first" - simple advertising is the best advertising

Hexin's branding has been lagging behind the development of the enterprise, the brand influence is less than the influence of the enterprise, the marketing is weaker than sales.

One of the very important reasons is: the development so far, Hisense has not implemented a huge brand marketing campaign. Compared with Gree, Haier, Midea and other first-tier brands, there is no brand in the brand quickly, the media is relatively centralized, the cost is relatively inexpensive, seize the opportunity to complete the brand awareness education.

Therefore, Hisense has been seeking overseas branding, export-to-domestic sales sensation: sponsorship of the Australian Open, the German Schalke 04 team, the F1 Red Bull Racing team, the U.S. Nascar Racing ......

In the China Foreign Affairs Bureau's "Global Survey of China's National Image," it was shown that overseas respondents' ranking of familiarity with Chinese brands, Hisense is listed seventh. It can be seen that these sponsorships have really increased Hisense's brand awareness and market share, bringing a positive boost and promotion to sales. South Africa, Australia, the United States and other regions with rapid sales growth are the result of brand gains.

But we have been waiting for a bigger opportunity.

The day has finally come: the Euro!

The UEFA Europa League, one of the world's top three tournaments, is more like a universal language. The world's top sponsors enjoy the most classic pitch-side LED implanted advertising, and because UEFA provides a unified live signal, advertising rights are centralized and guaranteed.

The first Chinese sponsor, the domestic soccer fever, the great year of sports 2016 ...... many factors overlap, the explosive results are predictable. That's why it's important to have Chinese characters appear 2-4 times per game.

Hexin people think like this: the biggest output of the European Cup is the brand's unique "IP". The best ecology for advertising is to reach out to social media, news discussions, and a huge number of dissenters, and the discussions and even the attacks themselves will cause more people to pay attention to the ad. That's advertising at its best - "ecological closure".

So, Hisense Group branding department from the beginning of 2016 has begun planning:

1. Lock "Hisense TV" as the mother brand carrier, the first in the country for 13 consecutive years, the world's third, worthy of Hisense to take out to "say something! ";

2. Study the rules of France and UEFA on advertising ----- to do their homework on advertising words. In March, Hisense team went to France to research, landing in Paris, France, the airport on the discovery of this in the country will never be allowed to use the ad words:

3. Concerned about how the ads of other veteran sponsors will play?

Hexin originally designed the ads: HISENSEULED TV with China Hisense World Hisense.

But after a sponsor meeting, it was realized that Hisense's original plan was too modest compared to Coca-Cola, Adidas, and McDonald's.

Hisense's original plan was too modest.

Adidas ads are: First Never Follows***First Never Follows***; Carlsberg is "probably the best beer in the world" *** thebest in the world***; Turkish Airlines is Meet Europe's Best***; Carlsberg is "probably the best beer in the world***; Turkish Airlines is "Europe's best airline" ****Meet Europe's Best***. Everyone chose this kind of advertising phrases that can actively stir up controversy and form a topic of marketing. We began to reflect: "first, best" such simple advertising may be the best advertising; at the same time there must be social topics, that is, to sow the seeds of IP. For this reason, Hisense decided to give up the mediocre claims of "Hisense ULED TV" and implement a 360-degree marketing with social media as the main body to enable emerging markets.

To this end, we analyzed and studied the timing of the 51 matches and the domestic and international ratings estimates, and finally determined that the opening, the first game of the knockout rounds, the first game of the semifinals, and the 9:00 p.m. Beijing time were the best times for the Chinese characters to appear. This strategy proved to be correct in the end.

Why play first? Hisense TV has been number one for 13 consecutive years, and number one in the brand index for 13 consecutive years! This is a fact. Coinciding with such a good international platform, can not find a reason not to publicize.

And according to the theory of positioning, spreading the "first" is the most efficient way of branding. In the minds of potential consumers, they believe that "first" is superior to other brands. Consumers are hesitant to seek "proof of others" of the herd consumer psychology, Hisense must dare to go positioning in the industry. In fact, the color TV industry in the brand recognition, and did not give birth to a clear victory and defeat of the "first". The first cognition and positioning of Hisense is of great significance to the future development of Hisense.

According to the rights and benefits, sponsors can use three brands. In the planning, we chose to let the "Rongsheng" in the "Hisense" visual fatigue after the high density of the appearance of a game. In view of Rongsheng only in the domestic sales, simply abandon the English label Ronshen, only use Chinese characters. Moreover, Ronshen not long ago also re-opened Liza Wang as the image of the spokesman, and the continuation of the advertising slogan 28 years ago. In the Europa League, Hisense wants the same emotion to continue. Therefore, the second brand advertising slogan will be determined as "Rongsheng Rongsheng quality assurance".

Every success is inseparable from the right place, the right time, the right person, thanks to the "Swiss Messi" Shaqiri's world wave barb, creating the best goal of this year's European Cup, but also created the Chinese netizens "Rongsheng barb" brush screen. Microblogging topic only 6 hours will be exposed to 62.59 million, netizens exclaimed "the whole field I remembered Rongsheng refrigerator". The game CCTV ratings of 2.9%, reaching the phenomenal level of variety show ratings, some people said that this is a value of more than 100 million goals.

In the subsequent knockout rounds, Hisense quickly adjusted the content of the advertising version according to online comments, the knockout rounds: changed to "Hisense TV quality only"; semi-finals and then changed to "Hisense TV sales first", so as to explain why say "The first of its kind in China.

"Hisense TV, China's first", "Hisense TV, the only quality", "Hisense TV, the first sales" these advertising words banned in China's advertising law. From the scene of the game through the live television broadcast "export to domestic sales", in the new media quickly formed a hot event, Hisense exposure multiplied. Marketing experts believe that Hisense in the European Cup spread "first" is a textbook wonderful planning.

Second, play around with social media, from the spectator to the master

In the home appliance industry, Hisense wants to be low-key are difficult. But social media, Hisense is a step late in approaching the microphone of the court of public opinion. We also know very well that want to get back the right to speak in addition to stick to the quality as always, but also to pay more marketing costs. Around the brand IP generated on the field of the European Cup, how to let the traditionally low-key Hisense become the master of social media, driving the atmosphere to host the European Cup carnival party?

***I***, based on the microblogging platform, to create social media instant marketing, leading the first voice of the European Cup information.

The microblog is more like an open square than other social platforms. However, the more listeners there are, the more orators there are. The first thing Hisense decided to do on the new media marketing agenda for the UEFA Europa League was to take up all the rights and interests of the event's topic pages on Weibo.

The global sponsorship interests held by Hisense inspired a willingness to collaborate on content marketing across media platforms, no longer a simple A and B relationship, with content marketing creating a wide range of sound volume.

In cooperation with the microblogging platform, innovative development of non-sale of gold resources, such as keyword-triggered micro-endorsement and a number of other interactions are the first time in the discussion with the Hisense team to develop the application, the "European Cup" value to maximize the conversion of Hisense value. Among them, the microblogging topic # Hisense micro evaluation of football #, operated by Hisense evaluation lion, closely integrated with the daily tournament dynamics, the content is the king of mobilizing netizens to participate in the sense of realizing the depth of user interaction, and make netizens ultimately precipitated for Hisense fans.

Considering the European Cup & Hisense's coverage of the crowd labeled more, in the KOL linkage, industry reviews, netizen paragraph player, sports world celebrities and other well-known bloggers rhythmically spread information layer by layer to create a public opinion matrix. During the European Cup, Hisense in the planning of microblogging topic total exposure amounted to 380 million.

Including microblogging, in today's headlines and other mobile apps using the opening screen, the European Cup theme title, channel title and other forms of extending the value of the brand in different media platforms, to amplify the exposure of the rights and interests of sponsors.

Baidu platform, in the optimization of Hisense keyword search at the same time, it is Hisense to the exclusive operation and maintenance of the European Cup and the 24 participating teams fan posting, so that the sponsor and the fans of the seamless collision between.

In overseas social media, the creation of Hisense Harry has caused great enthusiasm among netizens, with an unprecedented rate of video selection and netizen participation. We are also considering the introduction of this image into the country after the end of the European Cup, in order to enhance the brand's youthfulness, affinity, and improve the efficiency of communication with consumers, especially young consumers!

***Two***, enable brand young education, soccer baby diversified communication

Hexin on-line and off-line planning of the European Cup soccer baby selection and a series of related public relations activities, enable brand education in the young groups. At the same time, the "soccer babe" in this not yet "sexual desensitization" of Chinese society and Hisense brand image has long been shaped in contrast to the discussion on social media and forums, to strengthen the identity of Hisense sponsors.

In the planning of the event, we chose to conduct offline college selection and online social registration at the same time, to ensure the success of the event's warm-up. The final also lasted 54 days from more than 50 cities and regions across the country selected 16 strong, and after more than 160,000 people online and the final site more than 70 votes, the final birth of the top 8 to go to France.

In the communication of the vegetarians, we abandon the way of corporate public relations, and turn to draw on the entertainment hype. During the period, digging baby players personal information, such as "Hisense soccer baby 8 strong because of flirting with Messi by the wife group siege", "Hisense soccer baby gift ailing Real Madrid fans Bell signed jersey", "she was Xiong Dailin, Zhang Liang criticized now is about to show off the European Cup," and so on, taking advantage of the situation of the star exposure to do the initial dissemination of the news.

Planning IP hotspot, triggering the media spontaneous dissemination, is also our "made" soccer baby's original intention. After all, Hisense is not Emperor, star-making is not our purpose. On the day the soccer babies left for France, the capital airport became our first IP generated position - "the sexiest position through the security check". This may not be a completely positive public opinion outlet, but we wanted to open a door first in this planning. After the short video from the passerby's point of view was uploaded to Weibo, it was forwarded by a KOL and quickly became a hot topic. Catfish, Tianya and other forums also responded to the situation on the second day, netizens began to "Hisense why choose a soccer baby?"

Expanding the coverage direction of media platforms is one of the important ways to amplify the volume of communication. In addition to placing the event theme page on the Tencent sports platform, we also put the main field of public opinion on the microblogging, the video position on Tencent, the picture on the Sina "New Youth" special issue and Sohu Entertainment, and the BabyCall wake-up call service on WeChat platform. At the same time, the live broadcast on Douyu and NetEase platforms formed a tracking-like third perspective of the whole process. This perspective can provide the best crime scene witness for our later dissemination.

In which, the program "Baby Diary" in the Tencent video communication platform, once due to the platform audience attributes and the pursuit of the number of points of view, so that the brand department suffered from public opinion pressure. In order to ensure that the image contrast can not overpower the main event, we finally decided to sacrifice part of the exposure, to guide the correct orientation of the content, the final video on demand amounted to 97.66 million.

Three, Hisense low-profile life, but also should be good life once

30 days, 51 games, 230 TV stations around the world 7 billion people watched, 408 minutes of ads on the sidelines, the score of the pop-up window cumulative total of 2,142 seconds of logo exposure, 500 games released will be the back panel logo exposure, 3.31 million fans gathered FANZONE, which is the official rights and interests; around the European Cup, Hisense did more than just a few things. European Cup, Hisense made more efforts. According to CSM information, CCTV European Cup live television coverage of a total of 424 million audience, Hisense advertising cumulative length of 21,165 seconds, only according to the live before and after halftime and other time periods such as 15 seconds of advertising unit price accounting, CCTV advertising value of the total amount of 570 million yuan.

European Cup from the preparation to the implementation of the five months, Hisense global **** organization of eight news release will be "Hisense TV China's first" media controversy fueled by more than 10,000 articles of global coverage. 11 June evening "News", July 11 evening news broadcasts are reported Hisense.

Social media, Hisense Sina microblogging total exposure of 4.05 billion, today's headlines brand exposure and exposure of 3***300 million, Tencent sports cumulative views of more than 150 million times. Since the start of the tournament, Hisense Jushan has jointly produced a soccer commentary program "Huang Jia Euro Cup" hosted by Huang Jianxiang on Weibo, with more than 6 million views on Hisense Jushan's platform, and 160 million reads on Sina Weibo's #Huang Jia Euro Cup # topic.

Overseas media reacted strongly. As of July 4, Reuters, Yahoo! News, BBC Business News, French TV website BFM.TV, French media Le Parisien, French Echo, German Manager and other overseas media reported 2000 articles.

How many roads must a man walk down?Portugal's win made us remember the lyrics used to pay homage to Crow, and why don't we think about it in our hearts: How many roads must abrand walk down?Obtaining the top rights and interests of the European Cup is a matter of destiny.

Nielsen released global information that "Hisense deserved to be the brand with the longest advertising exposure in the European Cup", and Marketing Week, an authoritative marketing organization in the United Kingdom, released an assessment of the effectiveness of the PR promotional activities of the top ten sponsors during the entire tournament, and Hisense was ranked third, surpassing Coca-Cola.

The spread of the red-hot also baked up the heat of the market. According to Ipsos, one of the world's top three market research and survey groups, a sample survey in 11 countries around the world showed that Hisense's visibility in China increased from 80% to 81%, and visibility in 11 surveyed overseas countries increased from 31% to 37%. Among them, the United Kingdom, Germany, France, Italy, Spain and other five European countries Hisense awareness directly doubled.

Huge exposure and brand awareness enhancement directly *** the product sales. CICOM June monthly report shows that Hisense's domestic sales market share increased by 1.87 percentage points from the previous year, hitting a new high of 18.74%. In the European market, Hisense TV sales improved 56% year-on-year in the second quarter and 65% sequentially.

The CEO of Darty, France's largest chain, commented that with the Euro, Hisense has become one of the top brands in China and has completely distanced itself from its Chinese counterparts overseas. The European Cup a battle, Hisense thus among the first-tier brands!

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