Ten classic network marketing cases

Top Ten Classic Network Marketing Cases: Obama Presidential Campaign, Brain Platinum Body Network Event Marketing, Breakfast with DELL***, Cartier LOVE, CR7 Microblog Marketing, Durex Network Marketing, Starbucks, Coca-Cola Lyrics Bottle, Facebook Friend Circle Marketing, Jiang Xiao Bai.

Case 1: Obama's presidential campaign

1, marketing team: Obama campaign team.

2. Marketing Analysis-"Obama Turns Me On" was clicked over 9 million times on Youtube. -More than 100,000 people donated money to Obama for the election, 50,000 of them through the Internet.

Ninety-four percent of Obama's contributions came from Internet donations, compared with 26 percent for Hillary and 13 percent for McCain. -State Federal Election Commission documents disclose that Obama dropped at least $2.8 million on Google ads from January through April of this year.

3. Marketing summary: promotion of the video community + search engine marketing + website affiliation = Obama's victory.

Case study 2: the brain platinum body network event marketing

1, the implementation of the company: Shanghai Oasis Culture Creative Co.

2, promotion cycle: 2014.1 ~ 2014.2.

3, promotion purpose: network event marketing, four major platforms hype, the formation of hot topics, to create a network-wide influence four, the project means: high creative explosion, new media activities, four major platforms operation, a series of word-of-mouth operation from the online continuation of the line and so on. v. Project effect.

1) Platinum Brain staged a marketing miracle in the traditional media. For the advertisement slogan "No gifts for this year's festival, only Platinum Brain", almost no one in the country knows it from the old to the young, and the "Platinum Brain" popularized on the Internet has extended this miracle to the digital media. The popularity of the "brain white gold body" on the Internet has extended this miracle to the digital media.

②BrainPlatinum launched the #BrainPlatinumBody integrated marketing campaign on four major digital marketing platforms at the end of 2013, which attracted 100,000 fans on the first day of the campaign, and the overall exposure of the campaign on the same day was more than 10 million, making full use of the fission propagation effect of the new media platform.

3 days on line on the microblogging hot topic list, the activity of 300,000 retweets, all kinds of platinum body version of more than 300, 3 days exposure of more than 30 million times, God-like data, God-like topic, whether it is on the forum or microblogging, "platinum body" creative carnival activities are deservedly the red fried chicken.

Case 3: Breakfast with DELL***

"The Web allows for low-cost, one-on-one and high-quality customer interactions, and online sales will ultimately revolutionize the basic way Dell does business" --Michael Dell.

Benefit principle: By 2006, 60 to 70% of the company's revenues already came from online sales.

Interaction principle: tech support community, DELL blog, online forums (breakfast with DELL***), search.

Personalization principle: customized computers for customers, for different people, different information, different languages.

Case 4: Cartier LOVE

1, marketing team: Digitas.

2, case background: Cartier LOVE as a luxury goods in the favorite series, always with its exquisite simple design for people. Cartier has never stopped exploring the definition of "love", HowFarWouldYouGoForLove? interprets the moving meaning of endless love.

3. Creative statement: "Love" as the theme, "people" as the carrier. People often unknowingly record their love, photos, text, images. Blog, album, SNS, BBS and other such WEB2.0 network platform is the core carrier for everyone to record their love, so Cartier gives every person who cherishes love a good opportunity to tie up your true love with the drops of love!

4, marketing effect: Cartier's LOVE love chain you and I activity concept is highly acclaimed, in line with the brand, very innovative. On the day of the official launch, the number of participants in the campaign was considerable and the visual performance of the website was impressive. The number of user-initiated content shares on SNS and IM platforms reached five figures.

Case 5: CR7 Microblog Marketing

1. Operating company: Oasis.

2. Marketing effect: Through clever creativity, CR7's personal attraction and the attraction of iPhone 5S, a prize forwarding activity was held, and a single activity effectively pulled more than 500,000 retweets and attracted more than 500,000 fans, which quickly drove the popularity of microblogging and formed a great brand influence.

Case 6: Durex online marketing

1, operating company: Bo Sheng Yunfeng.

2, marketing activities: Durex is no stranger to everyone, every mention of microblogging marketing cases, you can always see the figure of Dudu, it seems that he should have been a piece of microblogging marketing insurmountable monument. This unique microblogging "Dudu" also opened a Dudu small lecture hall on WeChat, weekly question highlights.

Case 7: Starbucks

1, operation team: Starbucks official.

2, marketing activities: Starbucks music marketing intuition to stimulate your hearing, by searching for Starbucks WeChat account or scanning the QR code, the user can send emoticon pictures to express the mood at this time, and Starbucks WeChat according to the different emoticon pictures to choose the "Natural Awakening" album of related music to give a response, this kind of expression with the expression of speech formally Starbucks selling point is.

Case 8: Coca-Cola Lyrics Bottle

It's been said that the 2013 Summer Battle for the Nickname Bottle brought a 20% increase in sales for Coca-Cola. So with summer just around the corner, Coca-Cola's new campaign is starting to take off. That familiar red packaging has changed once again in some area supermarkets.

This time appearing on the bottles are lyrics - mostly from today's favorite stars and their hit singles. If the two dozen nickname bottles were enough to dazzle, the lyrics bottles are simply as many as you want.

But the lyrics that have appeared so far have clearly been carefully selected, from Jay Chou to Mayday, from World Cup theme songs to graduation season anthems, taking into account the preferences of different age groups, genders, and specific demographics.

After the nickname bottle battle, Coca-Cola's series of promotional initiatives for the lyrics bottle can be described as familiar, and the rhythm of the first round of marketing is extremely similar: first of all, the customized product placement for opinion leaders, the use of the star effect, KOL's activeness and influence on the social network, to create a high point of the information, and then through the social media to trigger the follow-up of the active fans, and then the use of social media to influence more ordinary consumers by diffusion. diffusion effect to influence more ordinary consumers.

Case 9: FaceMeng's Friend Circle Marketing

Overnight, this application called FaceMeng has become a big hit, and countless people's circle of friends have been occupied by a variety of cartoon avatars. This caricature of the post-1990s team to create a spelling face class application, in the WeChat help, the user quickly exceeded 20 million.

The core function of FaceMeng is that users can quickly create their own cartoon images by splicing their five senses, and then share them on WeChat, Weibo and other social platforms. In fact, since its release at the end of December last year, FaceMeng has been lukewarm, only to suddenly explode on WeChat recently, with the same trajectory as the Magic Comic Camera and Crazy Guessing Diagram back then.

But compared to apps like Magic Manga Camera and Crazy Guessing Map and Crazy Guessing Song, FaceMeng's lifecycle is likely to be even shorter, with many users downloading it and playing with it once and then not using it again - after all, it's only a matter of a few minutes or even tens of minutes to put together an anime avatar for yourself.

This short period of several minutes has already brought all the functions of the product into play, and the probability of using it twice is greatly reduced, even if it is a puzzle for a friend, there is no incentive to continue using it after the puzzle is finished.

Case 10: Jiang Xiaobai

One, the operations team: Jiang Xiaobai marketing department.

Two, marketing characteristics: Jiang Xiaobai almost never advertise in the mainstream media.

Removing subway ads, Jiang Xiaobai basically has no traditional marketing methods and utilizes free social media the most. For utilizing highly interactive social media, Jiang Xiaobai's microblog marketing shows several distinctive features. First, it is long on copy insertion, linking interesting topics to Jiang Xiaobai's products.

Secondly, corresponding to its own brand image, it completely anthropomorphizes the operation of microblogging. Speak out at all the hot events and show your attitude. Finally, use microblog interaction as an online tool to organize offline activities and form interaction with online to enhance fan stickiness.