Have you read My Wild Animal Friends? Are you moved by the story of the little girl and her wildlife friend in the book? Before the book was published, a series of photos circulated on the Internet, which touched netizens all over the world. After the book was published, it successfully broke through one sales mark after another. The reason why this book can sell well is that it has the characteristics of a successful "pathogen": the content of this book is a topic of nature that everyone is very concerned about; The close contact between Tippi, the hero of this book's 1-year-old girl, and animals makes everyone reflect on the relationship between human beings and nature. In addition to selling books all over the world, Tippi, a little girl, has also set up her own website and her own foundation, which has successfully shaped the image of a defender of the earth. There is also the interaction between the little girl and the animals in the photo, which has aroused everyone's buzz, because everyone has a heart to contact and protect animals. These characteristics enable this "pathogen" to spread in a wide range, which has attracted wide attention.
you will find that the virus itself should have the characteristics of prompting netizens to spread it. For example, information can be conveyed through touching pictures, articles or love stories, beautiful or funny pictures and animations, useful information or tools, and fun games. Therefore, the characteristics of pathogens are presented in an appropriate form, which is also an important element to create a successful "pathogen".
Case study in Section 5: Tsinghua Green Tea Fired "Love Clothes Cannonball"
From May 27 to 31, 22, there were more than 1,4 phone calls in five days! Pre-sale of more than 8 boxes of products!
After the first appearance of Tsinghua green tea advertisement in Beijing Radio and Television News, it has created a new high in the single-issue feedback of Beijing newspaper advertisements. The cooperation between Tsinghua green tea and 21st century Fulai communication organizations has won the first battle. "Husband, you can't quit smoking. Wash your lungs!" Like a "love coat shell", it was quickly spread all over the country, so that it was copied as "Dear husband, you can't quit smoking, wash your lungs!" "Husband, you can't quit smoking, wash it!" Various versions, such as various smoking cessation products and "throat-clearing and throat-moistening" products, have sprung up one after another, creating a brand-new industry classic. After the hot start of Beijing model market, in just two months, the national market was out of control. Tsinghua green tea has become a unique bright spot in the marketing of health products in China in 22.
why is Tsinghua green tea all the rage? This is mainly because it makes elaborate marketing advertising programs. The marketer of this advertisement sees the fact that many smokers want to quit smoking, but they can't quit. They know that forcing smokers to quit smoking has become an impossible thing, so they make a small detour to convince the indirect consumer, the smoker's wife, to help her husband reduce the harm of smoking. But to impress the smoker's wife, it is doomed to rely on family ties. Find the harmony between husband and wife, and then find the key to open the door of the soul.
most husbands don't want to listen to their wives' nagging and complaining: when will you give up smoking? Why don't you give up smoking!
In fact, wives also know that this is tantamount to saying nothing. I know my husband can't quit smoking, and I can't bear to watch him keep smoking, so I really want to do something for my husband, but I don't know how to do it. The wife is also very contradictory.
So, as long as you dial the string that most excites your wife, the problem will be solved. In that case, what about the other way around? I know you can't quit smoking, so have some Tsinghua green tea! Around the concepts of affection, caring, quitting smoking, drinking tea and washing lungs, the task force of Tsinghua Green Tea listed more than 5 kinds of appeal combinations, all of which were killed one by one. The last one was "Husband, you can't quit smoking, wash your lungs!" As soon as the combination was said, it was recognized by everyone. Because this sentence can cause wives to sing in their hearts! In a short sentence, affection, care, persuasion, entreaty, understanding, support, efficacy and characteristics are all included, which can be described as meticulous.
I won't go into details about the specific content of advertisements. What we want to talk about is the advertising virus made by Tsinghua Green Tea. This virus has obvious traces of warmth, and it is easy to arouse people's inner feelings, so that people who were troubled by "smoke" at that time easily accepted Tsinghua green tea. The advertising virus containing these characteristics soon spread across the country.