In China, the most successful case is: Vancl Eslite in 2010. "Love XX, love XX, I am not XX, I am XX". After placing the light box advertisement, it was launched directly from Douban, and then widely spread to Renren and Weibo. For a while, everyone made "everything" business cards about themselves. This example has never been surpassed.
Jiaduobao is sorry
In 2012, Jiaduobao lost the trademark battle with Guangzhou Pharmaceutical, and Guangzhou Pharmaceutical Group took back the trademark of Hongdao (Group) Co., Ltd. Since then, the war between the two companies has intensified over the production and operation rights of red canned and red bottled Wanglaoji herbal tea. On February 4, 2013, Jiaduobao created a series of "I'm sorry" pictures on Weibo that have both visual and communication capabilities. This set of pictures selected four crying babies and was accompanied by a sentence of copywriting. Telling about his own weakness, the picture looks sad on the surface, but in fact it is like a sharp sword. The sword pierces the opponent's sore spot and gives the opponent a fatal blow. If I were to describe it as a kind of martial arts, it would be Yang Guo's ecstasy palm that released his power in grief.
Once Jiaduobao’s tragedy card was played, it immediately won the sympathy of a large number of netizens. Four pictures on its official Weibo received more than 40,000 reposts. Jiaduobao also lost the lawsuit in one fell swoop. Turn negative press into successful public relations and marketing events. In this incident, Guangyao Wanglaoji was like a mute eating Coptis chinensis - unable to speak, and was completely defeated by Jiaduobao.
From the perspective of Jiaduobao’s strategy against GPHL, the specific manifestation of its “sad marketing” is to win over the public by continuously strengthening the comparison between itself and GPHL (private enterprises and state-owned enterprises) in their publicity. Sympathy for private enterprises and hatred for state-owned enterprises. This move is really stable, accurate and ruthless in this country.