How to break through the brand marketing in the epidemic era?

The end of 2022 has arrived, and 2023 is coming soon. Now let's review the hybrid brands in 2022. Zishentang &; GQ Lab "Red! August 2022 1 1 day, an article titled "Red! Wechat article occupies seven points in the circle of WeChat friends. This is a conversation between GQ laboratory and Zishentang. This article expresses 150 different interpretations of beauty: beauty is beauty itself, and she has no standards, depending on how you want to present it. Today is the 50th anniversary of Posture Hall/KLOC-0. Beauty is always changing, but it hasn't changed when we discover beauty and express it. Touching copywriting and novel expression have aroused intense concern and discussion once they are issued. Combining with the brand's concept of "keeping American investors alive with a hundred years of ingenuity", they fully express their personal feelings, causing a strong * * * sound, breaking the previous conventional expression and creating a new way of communication on WeChat, a social software with text as the main mode of communication. Luckin Coffee & The Lonely Frog Pepe's Tanabata is not a murmur. On Tanabata in 2022, Pepe the Lonely Frog still accompanied us. The difference is that he and Rui Xing joined hands to meet us this year. On Tanabata, Luckin Coffee and the lonely frog Pepe launched a joint coffee, and launched an activity with the theme of "Tanabata is not goo goo". Online topics Valentine's Day and Singles' Day have created a buying craze, and related topics have appeared on major social platforms at the same time. Co-branded products are emotional in consumers' minds, in other words, consumers voluntarily pay for the unique feeling that the brand has always brought him. The success of the joint name of Luckin Coffee and Pepe the Lonely Frog lies not only in the successful instigation of Qixi and Pepe, but also in the great success of this joint name, which has gained a lot of traffic and word of mouth. Because of the spread of Pepe's original homophonic stalks and expression packs, Ruixing and Pepe are favored by consumers in a more vivid and profound way, which is easier. The finishing touch of Tanabata is Ruixing's control of "trends and details" in product packaging design, bright colors, interesting design and exaggerated and lovely style. Ruixun has made a lot of efforts around packaging bags, cup holders and other products, and there are details such as blessings for single consumers on the product packaging, which has set off a "earth tide wind" in the circle of friends. Novel without losing charm, strong social attributes, easy to cause circles. Compared with the brand marketing cases of Zishentang and Ruixing, the jaw-dropping brand marketing methods of Audi and Procter & Gamble are shocking and a little more reflective. Audi Copywriting Event On May 3, 20221day, FAW-Volkswagen Audi short video "Life is Small and Enriched" swept the whole network. The advertisement short film shot by Andy Lau aims to promote the eighth solar term "Xiaoman" among the 24 solar terms, and at the same time promote the brand. The video content does not expose the brand image excessively, nor does it highlight the physical products. As soon as it was launched, the video social media Audi official WeChat video number was forwarded and liked by 10w+, Tik Tok was liked by 500w+, and Andy Lau's personal Tik Tok account video was forwarded and liked by 500w+. That night, Peking University Man Ge released a personal video in Tik Tok, claiming that the video content of Audi's cooperation with Andy Lau copied his own work, not to mention that Peking University Man Ge's copy was not purely original. After the incident broke out, it quickly caused public opinion among netizens, and then Audi removed the video and publicly apologized. This case of Audi copywriting is not only a public relations "rollover", but also exposes some problems in Audi brand building. What needs to be adjusted is not only the internal construction of its brand, but also the orientation of its brand influence, so as to think deeply about what is really suitable for China consumers and put it into practice actively. P&G WeChat article event On March 3, 2022 13, P&G published an article entitled "Women's foot odor is five times that of men? "Do not believe you ask now! Wechat article The article expresses that "women's feet stink five times more than men's? Don't believe you smell it now. ""Women also have body odor, and breasts stink the most! " "No matter how much you love clean women, your underwear is dirtier than men" and other statements with serious female discrimination and insult. The network exploded in an instant, and there was a sound of abuse. As an advertisement to promote women's products, it is given to consumers without any scientific basis. Consumers did not buy the deletion of this article and the official apology in the later period of the brand. The vicious influence caused by this vicious marketing event deserves every brand marketer's deep reflection. If brands want to avoid similar rollover events in marketing, the key is to change their thinking from user-oriented to "people-oriented". In the epidemic era, network marketing was the main method. Although the brand has its own tonality, it can attract consumers' attention, gain traffic and then impress consumers with novel methods, but it can't go beyond the red line of "people-oriented" and lose its "root". Satisfy consumers without grandstanding, use novel propaganda techniques without losing the authenticity of the brand, and use interesting propaganda without losing rationality. Brand marketing and brand image in the Internet age are based on consumers' word of mouth, but at the same time, we should maintain the "authenticity" of the brand and impress consumers with more pure brand tonality, instead of endlessly refreshing consumers' offline.