Successful advertising marketing case analysis?

Case analysis is an effective means for enterprises to understand the operation of products in the market. However, wrong or inappropriate case an

Successful advertising marketing case analysis?

Case analysis is an effective means for enterprises to understand the operation of products in the market. However, wrong or inappropriate case analysis methods will produce misleading information and may lead to biased marketing strategies. Then the following is the relevant content I have compiled, hoping to help you.

One Puma: exclusive advertising day for Taiwan

Case background

In April, Puma launched a brand-new running shoes series, which is different from others. With cutting-edge technology, PUMA has created a series of running shoes that can follow the gait. Creative functional running shoes with changeable feet.

This kind of pioneering work can be described as the progress across the ages in the history of running shoes. So how to tell the audience about PUMA's pioneering work and attract the audience to pay attention to new technologies and running shoes has become the primary task and problem of media promotion.

marketing goal

Objective: To publicize the innovative selling points of products and quickly enhance their popularity on the Internet.

KPI: exposure &; Number of clicks; Estimated PV: 2 442 651266; Estimated hits: 5 565 438+08 264

target audience

The main group of puma brand is young people who love sports.

I am curious about new things, able to accept all kinds of information, like to show myself, advocate freedom, be full of energy, love sports, and be full of dreams and hopes.

execution time

April18 ~ May 3 1

Creative expression

The advertisement in rich media with dynamic special effects covers all the contents browsed by all target users. Packaging the terminal resources of Taiwan, and creating a "exclusive day" communication mode in the form of advertising services throughout Taiwan.

All advertising materials combine products with gorgeous dynamic effects full of science and technology, and create "the crystallization of speed and technology" by overlapping the brands of PUMA+PPTV.

Communication strategy

Media channel insight:

According to the characteristics of Fanke audience and platform users, it is concluded that the users who are suitable for the target audience are 15~28 years old, who are active in PPTV web pages and many different terminals. Interested in all kinds of content, covering first, second and third tier cities, with strong purchasing power.

Brand opportunities:

The target group can accept new advertising forms well, and creativity is the most interesting and buzzing content for this group.

We need to make online advertisements like TV advertisements, and make advertising products with visual impact and direct impact on users' hearts through large-format rich media advertisements.

Execution process

PPTV *** Planning Department, Sales Department and Product Department worked together to plan a series of creative advertisements exclusively for Puma.

Continue to spread product selling points with a series of advertising ideas. Repeatedly attract users' attention through the "exclusive day" of the whole station. The first thing is the split advertisement on the first screen of the home page. This advertisement combines the characteristics of PUMA running shoes, and exposes the brand-new technology and slogan of running shoes by rolling the screen with running shoes. With strong visual shock, it successfully attracted the audience to focus on running shoes and new technology.

Secondly, the focus map of the home page is introduced to synthesize creative advertisements such as the dynamic running posture of PUMA running shoes.

Effect summary

1. brand

Evaluation tool: PV & amp； Click to evaluate whether the estimated value has been reached.

2. This promotion, mainly in eye-catching advertising space, opened up exclusive creative advertisements with strong visual impact, won as much as 3 billion exposures for the brand, nearly 7 million clicks, and the advertising completion rate reached 1.26%, exceeding the promotion task!

Comments:

Puma uses cutting-edge technology to create innovative functional running shoes, which can expand and contract with the gait of the foot. How to tell the audience about Puma's pioneering work is the primary task of media promotion.

PUMA MOBIUM's elite speed and scientific crystallization-the promotion scheme of exclusive day is original and makes full use of the rich media form of online advertising. The home page "Running shoes break the screen", a highly visual impact and infectious display form, fully shows the sense of science and technology of PUMA running shoes and successfully focuses the audience's attention on new technology running shoes.

Internet rich media has the characteristics of strong interaction, large amount of information and fascinating, which opens a door for advertising creativity. How to innovate in advertising, provide more rich and multi-sensory contact opportunities and exquisite creative display, is worthy of every advertiser's in-depth thinking.

In terms of media broadcasting channels, by including all the terminal resources of Taiwan and covering all the contents browsed by all the target users, the "exclusive day" communication mode in the form of advertising service in Taiwan has been created, which is worthy of recognition and vigorous promotion.

-Chengsai

Innovation is the endless power of mankind! As an indispensable tool in people's life, shoes play an indispensable role. As far as shoes are concerned, there are many categories and their functions are quite different. As one of the representatives of sports shoes, Puma shoulders the responsibility and mission of leading the development of the industry. In this case, Puma's latest scientific research crystals are shaped and disseminated in an intuitive form, and good established goals and expected results have been achieved. This is a good example.

Two Head & Shoulders: New Interactive Communication of PPTV Premier League Strength School

Head & Shoulders Power School is very popular. On this basis, what we should consider is how to further extend the brand promotion route and effectively strengthen the image and status of the brand strength school.

marketing goal

The strong exposure of Head & Shoulders products has enabled the brand concept of the strength school to effectively penetrate into the target consumer groups.

target audience

Most consumers who buy Head & Shoulders are white-collar workers and students. Most of the consumer goods made by P&G for Head & Shoulders are urban youths to satisfy their psychology of pursuing fashion.

Analysis of regional characteristics of consumers: Head & Shoulders occupies a major market position throughout the country.

execution time

April 26th to June 30th.

Creative expression

As a strong sports platform, PPTV launched two major sports events, the Premier League and the World Cup Budget Competition, during the promotion period. The audiences of the two major football events are very consistent with the brand audiences. In addition, the football match itself * * *, victory and other elements are exactly the same as the strength school concept, which is more conducive to the export and penetration of the brand concept.

Communication strategy

Through insight into the football watching and social psychology of fans. By using the language close to the user's acceptance, such as "strength school", "harsh words" and "seeking support", the attention and discussion on the strength school of Head & Shoulders are stimulated.

Create a "Head & Shoulders-Premier League Strength School" with events as its content and creative interaction as its highlight.

Execution process

Bundle the two events together to open creative advertisements, and organically combine the concept of strength with the form of advertisements.

Creative advertising forms: pc-side Premier League games-situational advertising, interactive quiz, crazy patch.

Three-terminal hard and wide orientation: all-platform Premier League matches+World Cup preliminaries patch release, web page+customer homepage, client-side movies, variety shows, sports channels hard and wide release, iPhone focus map+entrepreneurial big picture high exposure presentation.

Effect summary

Total page views PV16159913875.

Total hits CLICK8 2 17 458

Comments:

Head & Shoulders, as an international dandruff care brand, has been leading the trend of scalp care. Head & Shoulders PPTV Premier League Power School's brand-new interactive communication scheme adopts the dual combination of sports power school and dandruff power school, and puts creative advertisements in two major competitions, which is close to the main demands of Head & Shoulders: young, confident and fashionable men, and highlights the brand proposition of Head & Shoulders Dandruff Power School.

It is worth mentioning that PPTV, as a strong sports platform, during the promotion period, the heavy sports events on the line were the Premier League and the World Cup Budget Competition, and the audiences of the two major football events were very consistent with the brand audiences. Premier League is the most competitive stage, and the strength competition of players echoes the strength of brand dandruff.

David ogilvy once mentioned in his book that a good advertisement is a work that sells its products without attracting public attention. At present, Head & Shoulders still lacks in transforming advertising influence into market purchasing power. Facing the direct attack of powerful competitors, Head & Shoulders has a long way to go to further extend the brand promotion route and form effective market purchasing power.

-Chengsai

Head & Shoulders, as a well-known brand in China, has a certain market and consumption base. It is very important to give the target group what it wants after positioning it and spreading it. This case combines the Premier League events as the carrier, and then carries out a series of communication infiltration and display, which should achieve the established effect and expected goal of communication.

-European cases

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