The need for case analysis arises with the changes in the market and the development of user needs. So below is the relevant content I compiled, I hope it can be helpful to you.
One:
The fastest speed in history, ranking among Watsons
Top three in category sales
Named variety shows to ignite brands and topics. Since the beginning of 2015, everyone has noticed that Jiangsu Satellite TV's flagship programs "Super Troopers", "Fight for Her" and "The King of Masked Singer" all have the same titles. Relying on first-line satellite TV to ignite brand awareness and topicality, and using variety show sponsorships to continue to shape brand personality and spread brand connotation. This is the all-round and multi-dimensional brand communication blueprint drawn by Ye Zi on the first day of the new year in 2015.
With the popularity of the three programs "Super Sentai", "Fighting for Her" and "The King of Masked Singer" sponsored by Yiyeye, the Yiyezi brand is widely known, and its "fresh and lively" The brand concept gradually takes root in people's hearts. From "Fresh Power" in "Super Sentai" focusing on the beauty of strength, to "Fighting for Her" focusing on warmth and love, it proposed the wisdom and ingenuity of "fresh facial mask to make love alive", and finally relied on Jiangsu's 2015 main promotion program "The King of Masked Singer" sings "Fresh mask, reveal the mask and become the king", and one leaf can always hit the best combination between the brand and the program.
The fastest speed in history, ranking among the top three sales in Watsons category. In August 2015, Yiyeye won the "Best Popular Facial Mask Award" at the Watsons Health and Beauty Awards. Yiye Ye has reached an average monthly retail sales of nearly 30 million yuan in just 8 months after being launched on Watsons.
Yiyeye is a brand new facial mask brand launched by Han Shu in 2015. Shanghai Hanshu Cosmetics Co., Ltd. was established in Shanghai, China in 2002. With the entrepreneurial spirit of diversity, optimism, innovation and adventure, it has developed comprehensively in emerging channels such as Watsons, department stores, SHOPPINGMALL, daily chemical boutiques, top 100 chains, and e-commerce. Sales have hit new highs continuously and we are currently a representative enterprise of omni-channel marketing in China.
After Han Shu spent 240 million yuan to sponsor Jiangsu Satellite TV's "If You Are the One" in 2014, which was a huge success, in 2015 he even spent 500 million yuan to sponsor "If You Are the One". Because Han Shu believes that television media is the best sales platform!
Shanghai Han Shu Cosmetics Co., Ltd. said: Based on the strategic cooperation of Yiye brand, Jiangsu Satellite TV provides the greatest support: the highest level planning team , tailor-made equity types, professional and value-for-money resource allocation, and maximum execution cooperation, all showing a professional and considerate style.
In the end, Yiyeye joined hands with Jiangsu Satellite TV as the base for brand development, and achieved excellent communication effects. Both the brand’s popularity and consumer recognition have been greatly improved. Stand out among the others.
Part 2:
Three cases will tell you how to use tragedy marketing
The cold wave of spring passes over the body of the blind old man in ragged clothes on the street corner from time to time. There is a sign in front of the old man that says "Blind since childhood". The passers-by were in a hurry and indifferent, and no one gave anything to the poor old man. The British poet Byron passed by and saw this scene. He squatted down gently and added a sentence on the sign with chalk: "Spring is here, but I can't see her." After the poet left, a miracle happened, and people He gave the money to the old man, which surprised him.
"Spring is here, but I can't see her." This sentence inspired people's sympathy and made people lend a helping hand.
"Mencius Gaozi 1" said: "Everyone has a heart of compassion." Seeing others suffering is like suffering ourselves, and compassion drives us to help others. In ancient times, people's ability to prevent disasters was low. In the face of huge disasters and pain, people often felt fear and despair. The only thing they could do was to help each other, care for each other, share the pain and misfortune of others, and help Others get through it. In this way, compassion gradually develops into an intrinsic virtue of human beings.
Compassion is the cornerstone of human morality.
American educator William J. Bennett*** pointed out in "The Book of Virtues" that if courage is standing with others when they face difficulties, then compassion is when others feel sad. To stand with him, sympathy is to take seriously the reality of another person, not only his life situation, but also his inner world, his feelings. It is a positive attitude of forming a partner with someone who is in trouble or misfortune, supporting him and sharing his worries.
The physiological basis of empathy - oxytocin
Neurophysiologists have discovered that oxytocin secreted by the human brain is a hormone related to the establishment of emotional connections and love. Calms the nervous system and induces positive emotions. Scientists asked subjects to watch a story about a little boy suffering from cancer. During the viewing process, they detected that the subjects' brains released oxytocin, and the amount of production was related to the subjects' sadness.
***Empathy, also known as empathy, empathy, etc., refers to the ability to understand others and experience their inner world. This is a basic skill of modern psychological counselors.
Oxytocin not only increases people's compassion, passion and emotional responses, but also makes people more generous, tolerant and trusting, reduces fear and helps people maintain their health. of interpersonal relationships. Scientists found through experiments that compared with the control group, the experimental group affected by oxytocin made significantly more donations to charitable organizations. If this chemical is suppressed in someone, he or she will display more of a selfish personality.
If a company's marketing activities can cause people's brains to release oxytocin, people will feel that the brand or product is more credible, making it easier to establish a trusting relationship.
Sadness Marketing Case Collection
There are many ways to manage compassion. Cases such as Jiaduobao’s “I’m sorry” body, WeChat charging incident, and the rise of Mengniu are all wonderful and worth learning and reference. .
Case 1: Jiaduobao’s “Sorry” body
Jiaduobao spent more than 10 years building the leased “Wanglaoji” trademark into a well-known herbal tea brand in China. Since the right to use the trademark has expired, it must be returned to Guangzhou Pharmaceutical Group. After returning the trademark to Guangzhou Pharmaceutical, in order to continue its previous image in the minds of consumers, Jiaduobao used copywriting techniques to hint to consumers that today's Jiaduobao herbal tea is the former Wonglaoji herbal tea. However, this kind of vague rhetoric is "sideline". Sued by Guangzhou Pharmaceutical. In January 2013, the court ruled that Jiaduobao should stop using promotional phrases such as "Wanglaoji was renamed Jiaduobao" and "the country's leading red can herbal tea was renamed Jiaduobao".
Seeing that the situation is over, what should Jiaduobao’s marketing team do?
The traditional approach is nothing more than: denounce GPHL’s unfair competition from public opinion, and play word games to change advertisements The words continued to be publicized, and legal counterclaims were made for GPHL's monopoly and hegemony, and he announced that he would appeal. However, ordinary people don’t care about who is right or wrong, and they don’t care about market competition – these things are too boring!
At 14:00 on February 4, 2013, Jiaduobao’s official Weibo began to burst into tears. , posted 4 crying messages on Weibo, expressing his position with "I'm sorry". Each "I'm sorry" picture has a sentence on it, and each picture has a crying baby in it.
Sorry! We are too stupid. It took us 17 years to make Chinese herbal tea the only brand comparable to Coca-Cola.
Sorry! We are incompetent. We can sell herbal tea, but we cannot litigate.
Sorry! We are from the grassroots, and we are completely in the genes of private enterprises.
Sorry! We are too selfish. We have led the country in sales for six consecutive years and did not help our competitors to build factories, improve channels, and grow rapidly...
These 4 pictures of Jiaduobao" "I'm sorry" picture, teasing the opponent, saying the opposite. On the surface, it is an apology and self-deprecation, but in fact it is a cry of injustice and ***. This kind of weakness to the public, strength to the opponent, and the demeanor of showing one's own scars to others with a smile immediately won the hearts of the public. gained public sympathy. In less than 2 hours, "Sorry" quickly became the "King of Browsers", being retweeted more than 40,000 times and receiving more than 10,000 comments.
The accompanying picture of Jiaduobao’s “crying out injustice” on Weibo is a classic. The tearful babies are full of grievances, which makes people feel pity instantly. Many netizens shouted “ Come on, baby!" slogan.
After Jiaduobao launched the "Sorry" slogan, Guangzhou Pharmaceutical launched "It doesn't matter", Coca-Cola launched "It's all my fault", Pepsi-Cola launched "Don't make trouble", and netizens launched "It doesn't matter" "Article" and so on, it was very lively and achieved good results.
Case 2: "WeChat Charges" Incident
To attract users, WeChat needs to be popular in the market and keep the public paying attention and talking about it. How can we achieve this goal? If we create a topic of "WeChat charging", many people will object, the meeting will be hot and lively, and the media will spread it for free, which will definitely attract the public's attention.
At the beginning of 2013, the topic of “WeChat charging” created by Tencent seemed to be “known to everyone on earth”. In WeChat Moments, QQ groups, Weibo, forums and other occasions, there are everywhere rumors and discussions about WeChat charging. Many people are criticizing communication operators and supporting WeChat. Operators have become the target of public criticism, while Tencent has changed from the past. The "public enemy" of the Internet industry has become a weakling in need of sympathy and protection.
In fact, no communication operator has ever said that it will charge WeChat, but Tencent itself is "worried" that operators will charge. The user has already paid the mobile data traffic fee to the operator, and it is absolutely impossible for the operator to charge the user "WeChat fee"; even if the fee is charged, the operator will charge it to Tencent, or Tencent will charge it to the user. However, Tencent just did not explain "who is going to charge" and "whether it is going to charge users." Tencent executives said: "WeChat, as a basic service, should not have additional charges because users have already paid the most basic fee for traffic." In fact, this statement may mislead the public and make people think that Tencent does not want to charge. Some people are forcing Tencent to charge users a second time. As a result, the public's perception becomes: operators want to collect users' money, and everyone must unite and fight against operators to prevent operators from charging.
Tencent pushed operators into public opposition by "showing weakness" and attracted a large number of aggrieved users to oppose operators on their behalf; as a "weak person", Tencent gained everyone's sympathy. Regardless of whether it is true or not, and whether the attack can be successful, the unforgettable experience of the majority of users and Tencent's partners fighting back against the "monopoly devil" will greatly enhance the relationship between the two parties and usher in another explosive wave of WeChat users. growth.
Case 3: Mengniu "showed weakness" to its opponents
In 1999, Niu Gensheng founded Mengniu. At that time, the number one brand in the Inner Mongolia dairy market was Yili, while Mengniu was little-known. If you want to increase Mengniu's popularity, you can only win by surprise. Mengniu has set Yili as the benchmark and launched the slogan of "striving to become the second brand in Inner Mongolia's dairy industry", so that consumers will know Mengniu through Yili and have the impression that "Mengniu seems to be very big".
On April 1, 1999, citizens of Hohhot woke up and found that more than 300 billboards on the main streets of Hohhot were all Mengniu advertisements: "Learn from Yili, strive for national industry, and strive for success." Create the second brand of dairy industry in Inner Mongolia!" One stone stirred up waves, and "Mengniu" became a hot topic among Hohhot residents. People remember Mengniu and also remember that Mengniu is the “second brand of dairy industry in Inner Mongolia”. On May 1, just as people were still discussing "Mengniu", more than 300 "Mengniu" billboards in Hohhot were smashed beyond recognition overnight. The case was not solved in the end, but Mengniu was. This incident once again attracted the attention of the whole society.
Billboards can be smashed, but if advertisements are printed on product packaging paper, opponents should be helpless. Therefore, Mengniu put the words "Strive for national industry and learn from Yili" on the packaging of ice cream.
Niu Gensheng started from scratch, but suffered difficulties and suppression from his competitors. He forcibly tied up the industry boss, took advantage of the boss's power, and at the same time won the sympathy of public opinion by acting as a "weak", and he was killed in the midst of numerous sieges. There was a bloody road.