1. Fun jokes

There are jokes every year, but this year there are many kinds. Brand jokes created around brands, companies, etc. are also spread quietly because of factors such as soft placement, fun, and de-advertising, without the rigidity of advertising. The effect of a joke is worth a thousand words.

After Alibaba went public, it had the funniest jokes. "Do you have a car?" "No" "Do you have a house?" "No" "Then what are we talking about!" "I am an old employee of Ali" "I hate it, why didn't you tell me earlier!"

WeChat has touched every aspect of life. If you don’t believe me, I was attending a friend’s flash wedding. The wedding host said: Please give the groom a wedding speech! The man paused for a while, looked at the bride affectionately and said, “Thank you Ma Huateng. , thank you for WeChat, thank you for the people nearby..."

Another depressing thing this year is "social depression": A woman took her husband's IPAD and went to her best friend's house to surf the Internet, only to find that the Wi-Fi automatically Connected; Someone scolded the Weibo recommendation system: What a lousy recommendation system. He recommended my ex-girlfriend to my wife, saying that you have *** friends; a girl deleted her ex-boyfriend from Q, and a prompt popped up after a few days. : You may know him. The girl thought: Damn, I know him!

Haha, this is how fun jokes can impress people and spread the brand. The trick here is to come from real life scenes. But it is even more dramatic.

2. Taking advantage of the situation to join in the fun

In fact, it is a type of marketing that can be used when you see the value of communication, just as you socialize. With the development of media, everyone can play and participate collectively. There are two tips: one is to be fast, speed is crucial, if you can’t catch up, the popularity will be gone; the other is to be clever, just like the 2013 “Don’t make trouble”. The series of posters are the same, interlocking!

A case that I have to mention is that in October 2014, the original Taobao Travel held a press conference to launch a new independent brand "Go", and the brand meaning was condensed into A page of PPT at the press conference: "It doesn't matter where you go, the important thing is... go there." Wherever the "party" goes, it's crazy! They are here to grab their jobs~~ The public relations team responded immediately—— "The action in life is not just a reckless 'go', but a calm and calm choice of 'where to go' is a mature attitude!" Subsequently, Ctrip, JD Travel, Tujia, iTravel, On the Road, Zanzhai, and You Xin, Where to Play on the Weekend, Baicheng, etc. have all joined the queue, and a battle for public relations + marketing creativity has begun. The best one is Donkey Mom, "Where to go, listen to mom"!

Although the name change is a strategic and resource development for Alibaba, the biggest beneficiaries this time are the many small brands in the online travel market, which have finally come to the public. From this perspective, this time. The carnival in the industry is a good thing, and small brands are very excited!

Look at another case. After Alibaba registered the Double Eleven trademark, many e-commerce players such as JD.com, Gome, and Suning focused on the theme of "change". The content really grabbed the limelight. These guys who couldn’t use trademarks felt so happy when they heard several guests on radio and television discussing whether the Double Eleven trademark could be registered!

3. Play for public welfare

Public welfare marketing is not about how much investment you make, but about persistence. Many companies are good at doing small public welfare activities for a while, and perseverance can also make the brand full of warmth, but it must be. Systematic, transparent, sustainable and constantly disseminated.

The most popular thing in 2014 is the "ALS Ice Bucket Challenge", a public welfare virus sweeping the world. The rules of the event are that the named person must either complete the ice bucket challenge within 24 hours and upload the corresponding video to social networking sites; or donate $100 to fight ALS. Because the rules of the challenge were relatively simple, the event went viral and raised 257 million yuan in donations in just one month. Many domestic celebrities and big shots have participated, so I won’t go into details here.

This kind of participatory activity has several characteristics: first, the activity is highly participatory and the threshold is low; second, it is of a public welfare nature, and driven by fun, it is easy to stimulate the inner sense of justice; third It is the participation of celebrities; the fourth is to release the desire for expression, and it is more likely to be completed under the supervision of everyone. With reference to these standards, you might as well try some charity marketing.

4. "Created" topics

Creating topics is one of the main ways to produce high-quality content. Take the recent hot selfies of doctors and nurses on the operating table of a hospital in Xi'an as an example. , with twists and turns, the public was kidnapped by public opinion. First they shared the same hatred, and then they sympathized and understood. This has a strong topicality and eye-catching effect. Also on Christmas Eve, a university in Xi'an closed the school for Christmas Eve, forcing students to watch Chinese propaganda videos and displaying banners such as "Strive to be outstanding sons and daughters of China and oppose kitsch Western festivals." This move sparked heated discussions online.

My favorite topic is "sensational". The once-popular topic #persuading my sister to eat green vegetables has incorporated cuteness, authentic content, sincerity and touching people, and the use of hot topics. Especially the sincerity has moved countless netizens, and millions of people have joined in urging my sister to eat more vegetables.

Google’s communication actions this year are very “warm”. "Please give my dad a day off" is such a genius - "The little girl Katie wrote a letter to Google with a crayon to ask for a day off for her dad, and then her dad's boss wrote back and agreed."

“Dear Google worker, can you give my dad a day off when he is at work? For example, let him have a day off on Wednesday. Because my dad can only have one day off on Saturday every week. Katie. P.S. It’s my dad’s birthday. “Dear Katie, thank you for your letter and your request. Since his birthday is coming up and we realize the importance of taking a Wednesday off in the summer, we decided to design some beautiful and delightful things for Google and millions of people around the world. Let him take a week off in the first week of July. Best wishes! Daniel Shiplenkov "

This fairy-tale story touched many people's hearts. The weak parts took the initiative to forward it, thinking that it was not an advertisement, but a story of positive energy. There are also a large number of reprints on social networks such as Facebook and Twitter, and more than 75 million related records were searched on Google.

5. Talking about emotions and playing with feelings

Communication content based on emotional color is the easiest to touch people's inner world, which is why many advertisers emphasize the need to communicate into the minds of users. There are two such cases worth sharing in 2014: One is that Coca-Cola launched the "Lyric Bottle" craze after the "Nickname Bottle" campaign, from Jay Chou to Mayday, from the World Cup theme song to the graduation season song, taking into account different age groups segments, different genders, and the preferences of specific groups of people; second, it took two years for the Smartisan mobile phone to finally come. Luo Yonghao faced the "abuse" of fans and badmouthing in the industry. In his final speech, "On the road to being hacked many times, Love the world even more; even if others don’t understand it, I won’t give up on the product.” The sensational remarks decompressed and showed personal feelings, which attracted many consumers.

Indeed, music lyrics, as a carrier of "implicit expression of emotions", turn the packaging itself into a kind of "self-media" to communicate with the audience's emotions, which can easily trigger outcry; Lao Luo faced "Lao Luo used "It took two years, but what I got in exchange was a joke". He can only remain sentimental, unable to reason, and impress those who like him through emotion. This can be used as a reference when creating content.

6. Echoes of "parody"

There is another type of content that is parody, and it is done in a realistic way, such as making sentences, which become popular every year. Previously, Mom Hit Me Again, a four-frame cartoon picture of a mother slapping her daughter and a conversation between mother and daughter became popular online. This year, "Which company has the best excavator technology? China's Shandong is looking for Lanxiang." This question was preceded by netizens adding "Now the question is coming," which can be followed by "Which company has the best excavator technology?" or "Which company has the best excavator technology?" Lead to other questions to ask. This is the standard ending for many stories that are upgraded to jokes.

In addition, in early March, Haier Company solicited new images for the Haier brothers and launched the "Big Picture Haier Brothers" campaign, calling on netizens to upload their works on designated websites. In a short period of time, a large number of "spoofs" of Haier The brothers' works have flooded into the website, such as the local tycoon version, the good gay friend version, the muscular beauty version, etc. Although the direction of the event exceeded Haier's expectations, it played a positive role in guiding the brand's rejuvenation. Regardless of the starting point, it ultimately returns to the thinking of users.

This kind of "spoof" is generally interesting, personalized, and highly interactive. Within a controllable range, it will play a positive role in rejuvenating the brand, because the promotion method must Keeping pace with the times, we must be able to sneak into the minds of target customers and achieve the effect of maximizing communication.

7. Chicken Soup for the Soul Comics

There is a joke that Snowden said that the United States has stolen the contents of millions of Chinese people’s Weibo. The results of the data analysis are as follows: 35% are chicken soup for the soul, 25% are commercial advertisements, and 30% are spam messages such as cold jokes, loans, and copying mobile phone cards to monitor mistresses. Obama desperately asked: The remaining 10% must be important content? The US Intelligence Director: Report to the President, the remaining 10% is pornographic jokes. It is true that most of the people in the circle of friends are sold by people selling products and Chicken Soup for the Soul!

I am very disgusted with Chicken Soup for the Soul. It is the same as Chenggong Xue. It’s okay to listen to it, but don’t take it seriously. Those who teach success can be considered successful. The great Annie's "I'm sorry, I only live 1% of my life" article went viral. This bowl of ideal condiment has a lot of chicken soup added, and the emotional kidnapping of complaints has made countless people riot. This is positive energy! !Hate myself, why 99% of them are bubbles. Of course, the form of comic strips is worth learning from. The style focuses on cartoons, which is also in line with reading habits. Guo Si, Apostle Zi, Ding Yichen, etc. all have a group of fans. It depends on how you play!

Copywriting creation must be good at telling stories, and we must learn from the ancients. In 210 BC, when Chen Sheng and Wu Guang were unable to arrive at the Yuyang garrison as scheduled, they decisively chose to kill the officers and start an uprising. But the question is how can everyone believe them, so they put a note with "King Chen Sheng" written on it in the belly of the fish, lit a bonfire in the shrine near the camp, pretended to bark like a fox, and shouted "Great Chu Xing, King Chen Sheng" voice. So this special group of audiences surrendered to a wonderful story and obeyed the story maker.

There is also the establishment of the Tongrentang brand, the cure of Kangxi's disease, and the Kangxi inscriptions are all stories that are constantly told and everyone talks about it. And a photo of the Loch Ness monster that generated 1 billion pounds in tourism revenue in just a few years. Although it was later proven to be fake, it did not dampen people's interest in going there.

This is a cliché, not new. One of the more popular content recently is the embedded copywriting of Alipay. Why did Van Gogh commit suicide? Analysis said that the main reason was poverty, so poor that he didn’t even have money to buy a bed. He couldn't afford a model, so he could only paint himself. He had to rely on his brother Theo for support. Finally, he said what if he had Alipay. It's a bit of a spoof, but the story is told very smoothly and is worth learning from.

There are also animations, APPs and other implants. I won’t give examples one by one here. Everyone is tired from reading and I am tired from writing. Let’s end it like this. I have forgotten everything I wrote at the beginning. You can be magnanimous.

In order to write this content, no one in my family knows. I worked really hard to write a case, and I was also drunk. My mobile phone is cheap, but I won’t even give you a hundred likes! What grudges do I have with you? Can we still have fun together? Forget it, I just want to be a quiet and beautiful man. You are so willful, just look at it and cherish it!