Personally, I think the promotional copy of Li Ning’s new “Animal Runner” is worth sharing. Li Ning's new animal-based running shoes divide the living habits of four animals into four types of people with running habits, and launch corresponding running shoes. Let us take a closer look at which animals are combined with human running habits:

The first set of posters

1. Aloof and unsociable, arrogant and prefers night running and light body walking In the clouds - I am a cat runner

2. I am naturally curious and have a big brain, I would rather protect my body than slip on my feet, and I am responsible for my appearance on the track - I am a fox runner

3. I am not wild and untameable, I am just a young man who loves to run by nature and never forgets his original intention - I am a leopard runner

4. Fight, keep moving forward, axe, overcome thorns and obstacles , an outstanding representative of the stable series - Am I a horse runner?

The second set of posters

1. Cat runner

Cat's claws It is a silent weapon when approaching prey, and an air cushion for cushioning when jumping and running. Just like Qingyun's Li Ningyun LITE technology, it is effective in cushioning and is lighter and more comfortable.

——Qingyun, every run, as light as a cat

2. Fox runner

Li Ning Arc uses the full-length hollow unit structure in motion Its deformation and self-recovery give you a flexible running experience like a fox. ——Li Ning Arc, every step is as agile as a fox

3. Leopard runners

If you want to race against the wind like a cheetah, you must race against time, and the forefoot DSP+ of wind-chasing running shoes CARBON FIBER material improves grip while ensuring torsion resistance, super powerful to refresh PB.

——Chasing the wind, every second, the cheetah accelerates

4. As a professional running shoe for horse runners, the Tomahawk is as stable as a horse; DUAL LOC is used in the inner waist of the midsole Technology, PROBAR LOC technology is used in the arch of the foot, with multiple protection blessings and strength to resist torsion, allowing you to win steadily.

——Tomahawk, every battle, win with stability

Of these two sets of posters, the first set uses human character to analyze the characteristics of each animal that are the same as humans. It also took advantage of the opportunity to promote the Mengniu World Cup "I'm not... I'm just...". The second set of posters explained the behavioral habits and running characteristics of each animal, cleverly combining the brand's technology. In the copywriting, we can find that the name of each shoe is highlighted with symbols and named with homophones. The details are handled very well.

Ye Xiaoyu, author of "New Media Copywriting Creation and Communication", WeChat public account: Ye Xiaoyu Paopaopao (talkto520)