(1) Pepsi-Cola Year of the Monkey Advertisement

Pepsi-Cola was born in the 1890s by Caleb, a pharmacist in North Carolina, USA

< p>Made by Bradham, made from carbonated water, sugar, vanilla, raw oil, pepsin and cola nuts. The drug was originally used to treat gastric diseases and was later named "Pepsi" and registered as a trademark on June 16, 1903.

Later it gradually developed into a carbonated drink launched by PepsiCo of the United States and was also the main competitor of the Coca-Cola Company of the United States. On June 8, 2016, the "2016 BrandZ Top 100 Most Valuable Brands in the World" was announced, with Pepsi-Cola ranking 86th.

In June 2017, the "BrandZ Top 100 Most Valuable Global Brands 2017" was announced, with Pepsi-Cola ranking 84th.

In 2016, Pepsi-Cola’s Year of the Monkey advertisement became the winner of the much-talked-about “emotional” advertisement.

This marketing campaign by Pepsi is an eye-opener. It invited Liu Xiaolingtong, the Monkey King well-known to the Chinese people. Pepsi-Cola invited Liu Xiaolingtong to launch "Bringing Fun Home: The Monkey King Family" ” is undoubtedly a successful move in the Year of the Monkey, and it has also snatched back the limelight occupied by Coca-Cola in the past. When the familiar music in the commercial sounded, it evoked many people's childhood memories. "You can practice seventy-two changes hard before you can laugh at eighty-one difficulties." It was even more touching. "The purpose of passing on happiness from generation to generation is to allow more people to take happiness home." It also earned enough tears from the audience. Netizens have given their support: I give this advertising creativity full marks!

In the marketing strategy of Pepsi-Cola’s commercial, Pepsi has put a lot of effort into emotional marketing. First of all, it must keep up with the pulse of the times. , seize the monkey culture in the Year of the Monkey, and invite the six-year-old children of the Monkey King to tell tearful stories, arousing consumers' affectionate memories; secondly, seize the hearts of the people, combine the older generation with the younger generation, and use "pass happiness from generation to generation." "Go forward, it is to allow more people to bring happiness home" to seamlessly connect the refined advertising slogans to build consumers' brand association with Pepsi-Cola; then use online media to spread it as quickly as possible; at the same time, take the opportunity to launch limited editions Products, triggering sales.

(2) Haier Weibo Marketing

Haier Group was founded in 1984 and is a global large-scale home appliance brand. It has transformed from a traditional enterprise that manufactures home appliances to one that incubates and innovates for the whole society. customer platform. In the Internet era, Haier is committed to becoming an Internet enterprise, subverting the self-contained closed system of traditional enterprises, becoming a node in network interconnection, interconnecting various resources, creating a new platform for innovation and win-win, and realizing the most important things A win-win situation for all parties.

When it comes to Haier, many people’s impressions still focus on the Haier Brothers cartoons and the image of a national enterprise. However, the 33-year-old Haier has quietly become popular on the largest Weibo platform in China.

This matter still has to start with a Weibo article by a netizen.

On October 24, 2016, Weibo netizen @张宇大Miss posted a Weibo post saying that she was worried about how to choose a soymilk machine, and @ the official blogs of several major soymilk machine manufacturers.

But no one expected that this Weibo post subsequently attracted the attention of various soybean milk machine brands, and even spread to corporate official blogs from all walks of life, becoming a Weibo corporate official blog marketing event. event.

In this lively Internet hype, Haier also appeared in the comments on Weibo, and ranked first among the most popular replies with 47,000 likes. Being able to top the list of popular replies on such a phenomenal Weibo shows that Haier’s Internet celebrity potential has begun to gradually emerge.

Corporate official Weibo is a tool for companies to express their corporate development concepts and developments to the public. The stereotype of corporate official Weibo as a mouthpiece for corporate products and ideas has long been deeply rooted in the hearts of the people. Weibo is nothing more than advertising and lottery, but this joint interaction made many netizens marvel: I didn’t expect you to be such an enterprise account! This interaction not only greatly increased the exposure of many companies, but also completely eliminated the discomfort of hard-wired advertising. It can be said that this is a successful Internet marketing case with typical Internet thinking.

The figure of the head coach @海ER naturally appeared in the comments on Weibo, and ranked first in the popular replies with 47,050 likes, becoming one of the official blogs that took the lead in making trouble.

There are always people who think that the era of Weibo welfare has passed, and Weibo marketing and Weibo are no longer attracting attention. Therefore, after this popular incident on Weibo has passed, some people think that companies can benefit from Weibo dividends. The peak of the period has passed, and 99% of corporate accounts have begun to reduce the frequency of updates and reduce the operation team. Haier has gone in the opposite direction, constantly updating Weibo, and grabbing popular comments in major Weibo celebrity areas. Reply, interact with netizens, and look like ordinary melon-eating people. While many netizens lamented, it once again formed a craze on Weibo: I didn’t expect you to be like this Haier!

In this Weibo marketing, Haier has undoubtedly achieved great success. Haier’s success lies in its courage to break old and embrace the new. It de-officializes Weibo and is committed to fun and youthfulness. It not only adapts to It has followed the trend of the times and become more down-to-earth, while also achieving a new perception and reputation for the company.

(3) Alipay collects five blessings

Alipay (China) Network Technology Co., Ltd. is the leading third-party payment platform in China, committed to providing "simple, safe and fast" payment solutions plan.

Since its establishment in 2004, Alipay has always regarded "trust" as the core of its products and services. It has two independent brands, "Alipay" and "Alipay Wallet". Since the second quarter of 2014, it has become the world's largest mobile payment manufacturer.

Before the Chinese New Year, Alipay once again launched the "Five Blessings Red Packet" activity, saying that it would "repay everyone the blessings of professionalism owed to everyone." This is Alipay’s second battle. Although the effect of the launch in 2015 was not very significant, his promotion method is professional and ingenious, and there is a second upgraded version in 2016. Alipay also helped 360 Search set a new record for "searching for happiness" among the people, putting itself on the hot search list.

Alipay stated that it will not deliberately create suspense about the scarcity of any Fucard this year. In other words, the extreme scarcity of Jingye Fu like last year will not happen again. Everyone knows that if you collect the five blessings of Alipay, you can share 200 million. The figure of 200 million yuan in personal currency sounds very exciting. In order to divide the 200 million yuan, many people want to give it a try. A few years ago, Alipay enthusiastically launched the Five Blessings campaign. Then have you ever thought about why Alipay spent 200 million on this activity? In fact, the reason can be imagined. In recent years, QQ and WeChat have become increasingly popular, and red envelopes have swept across China. The rain of red envelopes is overwhelming, which makes Jack Ma somewhat unprepared and a little frightened every Spring Festival. Jack Ma will definitely feel uncomfortable, and Alipay will be under great pressure. It is suppressed by two products of Tencent, so he must take some action.

Alipay’s “Five Blessings”:

Prosperity, harmony, friendliness, patriotism and professionalism. You can collect them by opening Alipay and scanning the blessings, but it is not easy for the public to collect all the five blessings, especially the dedicated blessings. This is the ingenuity of its design. Therefore, in order to quickly collect the five blessings, users need to exchange blessing cards with each other, and this must be achieved by adding friends or joining groups. Once Alipay develops this social approach, it can gradually become like WeChat and be able to check and balance WeChat and QQ to a certain extent. Therefore, Alipay’s activity of gathering five blessings was designed very cleverly and achieved its initial goal. Alipay lets people know that it is not just a payment tool, but can also chat and add friends like Tencent does. But whether it can attract users of QQ and WeChat depends on Alipay’s future development and technology.

In general, the event launched by Alipay was very successful. It successfully attracted people's attention during the New Year period, brought people closer to a certain extent, and improved interpersonal relationships. relation. It’s just that the later results were a bit disappointing, with less money being distributed, users being dissatisfied, and the effect of Alipay on promoting social interaction was not achieved.

Hope to adopt it~