Double 12 excellent brand promotion cases to come!

For operation partners, the end of the year activities are too intensive, double eleven just ended, double twelve immediately came, followed by Christmas, New Year's Day, Spring Festival. Operation Wang's brain is about to die! Today, I will take stock of the past years, as well as this year's double twelve excellent cases, hope to give partners to bring a little inspiration.1, warm type Jingdong a year of double twelve chose to go warm wind. In this set of Jingdong ad copy, focusing on portraying the advantages of - "Jingdong to home, thousands of goods delivered within 2 hours". You may be watching a ball game with friends do not want to buy beer and miss the wonderful goals; you may still be in a long overtime work too late to call a takeaway; you may just want to party hard and do not want to close hard; you may be rare to have time to spend happy time with your favorite people. And all these, Jingdong to home can help you realize. Moreover, with a window perspective, it reflects a more mundane sense of reality. Wanhe once also made a touching short movie - "Dad is a big liar". In this video, the father who is busy with work and socializing has no choice but to neglect the connection with his wife, parents and daughters, and the family is very understanding to the busy dad, they even every overtime work and socializing of the dad is for the family to be able to live a better life, but there are times when they also hope that the dad can take some time for himself and his family, because " Home needs your fight, and more importantly, your company." No matter what time, playing the warm card is a very good choice, now people's lives are more and more restless, many people work alone in the big city, with relatives and friends get together less away from more, warm ads can often evoke people's hearts the softest piece, and it's a very wide audience, whether it is after 70, or 90, can be in a touching story to find their own figure.2, fun type Taobao a year of double twelve once shot a commercial - "Amoy a fun" "1212, amoy a fun; 1212, together amoy a fun." I have to say that the melody is quite magical. The "Amoy Fun" ad is actually a mv, and Taobao even premiered the song on Shrimp. In this MV, the geeks are not in a mess, but "pawing" for parts, showing the charm of black technology, even the goddesses are impressed by their brainchildren. Even the goddesses are impressed by their ingenuity. The girls, who love bags as much as their own lives, are happy to buy them. There are foodies who "eat a pound" in order to amass the capricious. There are also street players god at any time "Tao" out of high energy. We can see that although it is an advertisement, it is not as hard and boring as traditional advertisements. On the contrary, it promotes the theme of Double Twelve to users in an interesting and trendy way of expression and content. The theme of this year's Double Twelve is "Amoy Fun", and you will find that throughout the video, there is no mention of any information about Double Twelve discounts, and all it shows is that trendy men and women in various fields are having fun in Double Twelve. Not to say promotion, only highlight the sentiment, this is enough. Obviously, Taobao will be the main consumer crowd in the double twelfth in the young hipsters, the video frequently appear "black technology", "snake spirit disease", "circle of friends put poison", The video frequently appears "black technology", "snake spirit disease", "circle of friends poison", "high energy" and other popular phrases, instantly draws the distance between the young people who love to play, love to eat, love to buy a bag, and conveys the core concept of this year's Double Twelve is - Amoy fun. There are also supporting, "Amoy Fun" blinding poster. (This poster is poisonous, right?) The same shot fun ads are also Meizu. On the eve of last year's Double Twelve, Meizu announced the Double Twelve price reduction information, but also produced a small advertisement, after a little design of the small advertisement, coupled with hipster models, this small advertisement looks quite advanced. Not only that, the design of such a tide of small ads, do not use it is not a waste, so the Meizu also specifically recruited parkour god, shot a parkour people in the streets and alleys posted small ads short video. The combination of parkour and small ads has a unique flavor. The essence of advanced small ads is still small ads, which can't be posted indiscriminately. It is commendable that the Phantom at the end of the specially emphasized that it is everyone's responsibility to take care of the cityscape, and he has already torn down the small ads. Now more and more ads, people's tolerance for advertising is getting lower and lower, many people will not take the initiative to click on the ads to watch, so now the ads are gradually content, interesting, will want to publicize the products and activities presented in an interesting and lively way, often can reduce the audience's exclusionary psychology, if the content is interesting, the audience will also take the initiative to forward and share, to achieve a wide range of dissemination of the effect. 3, sensory Type in the previous double eleven chopping copy we have mentioned, good copywriting to give the audience sensory stimulation. Copywriting can not be a "hold grass" to go all over the world, but there is a flavor, aroma, touch, this year's Jingdong launched the "Double Twelve Warm Festival" is to seize the people in the winter longing for warmth of the psychology. Looking at the soft scarf and steaming hot pot, don't you want a copy of the same model? This short video portrays several typical winter scenes, including the essential hat and scarf when traveling in winter, the warming stove, the health tea that is always in your hand, and the hot pot that is preferred for winter gatherings. All of these scenes can easily bring the audience into the scene, instead of expressing the warmth that people crave for in this particular winter season. The biggest advantage of sensory advertising is to be able to quickly put the audience into the scene, to help the audience in the process of reading the text or watching the video, quickly build the corresponding picture, and will be their own generation into it, there is a generation into the natural easier to produce **** Ming, there is a **** Ming naturally more likely to chop. 4, activity-based Taobao double twelve rules of the game this year or this year's Taobao double eleven is as complex and difficult. However, the netizens chopped actually did not reduce at all. The rabbit has not yet figured out exactly how to play, microblogging everywhere Taobao, Alipay mutual aid groups. Out of curiosity, the rabbit also went to Taobao double twelve - "universal treasure hunt" to see. As long as the map in the paoqi 5 kinds of baby, you can draw red packets, as long as in the double twelve before the collection of 40 kinds of baby can be divided into double twelve red packets, collection of 50 kinds of baby, you can draw Taobao King customized gold bars. As in Monopoly, every time you throw a sieve, you can randomly get the number of former progress, the chance to get a baby, every 30,000 times the energy can be thrown a sieve, and to get the ability to look at the right side of the picture below, as if returning to the fear of being dominated by the double eleven cover under the building. In addition to Taobao's set of gold bar activities, koala sea shopping also launched a "national raise koala" activities, in the activity page, each koala users can adopt a small koala, receive leaves can feed their koala, collect and consume more leaves, koala grows up to the higher level, wait until the level of the koala reaches 15, you can participate in the grand prize sharing. The more leaves you collect and consume, the higher your koala grows. Activity planning is an indispensable skill for operators, and activity is also the most effective means to increase user activity. Activities are a fun and driving promotional method, activities can not only be very good to improve user interaction, but also expand the dissemination. When we participate in activities, we often find that most of these activities need "friends to help", that is, we plan activities often use the "discussion" - sharing fission, this interest-driven fission behavior. This kind of interest-driven fission behavior can often achieve a very good dissemination effect. It is worth noting that the key element of the success of the activity lies not only in the form of the activity is new and interesting, but also participation and sharing of benefits to impress the user. 5, benefit-type benefit-type ads are the most popular with consumers, will provide consumers with the benefits of the most straightforward way to show, let's take a look at the UnionPay cloud flash payment in the last year's double twelve campaign -The "UnionPay Half Price Subsidy Festival". Whether it's a supermarket or an e-commerce company, whether it's Jingdong or Meituan, whether it's Starbucks or Burger King, UnionPay's Half Price Subsidy Festival comprehensively covers clothing, food, housing and transportation, which means that it helps consumers to bear half of the price, and the small video also highlights the benefits of UnionPay's half-price subsidy in a straightforward, sandy and magical way. The effect of this concessionary activity is also very good, the first day of the double twelve war report: cloud flash payment APP new users exceeded 1 million in a single day, the daily activity rose four times year-on-year, after the event, there are also many users in the continued use of the cloud flash payment APP. benefits are often the most direct factor to impress consumers, double eleven, double twelve has now formed a fixed image in people's minds, the The "big promotion" and "50% discount" are their labels, but now the "double eleven" and "double twelve" often have too many routines, and are often used as a substitute for the "double twelve". Nowadays, "Double Eleven" and "Double Twelve" often have too many routines, and consumers often complain that "the game is too much and too complicated" and "the actual discount is too small", so "UnionPay Half Price Subsidy Festival" is a "real" promotion. Therefore, "real" and "sincere" offers like "UnionPay Half Price Subsidy Festival" are more likely to attract users. Summing up nowadays, the public's tolerance for advertisements is getting lower and lower, and advertisements without a theme will only cause consumer disgust, so nowadays advertisements are gradually being contentized, and while promoting products and brands, they convey some thematic content to the consumers, attracting them through warm or interesting content, which will not cause disgust but also be more conducive to dissemination. Wendo successive, often can not be judged by the age of the young, competitors are also so, after all, the former wave was the latter wave shot on the beach of things, in the long river of history abound. 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