DingTalk’s sexy operation is here again

The public’s impression of DingTalk in the advertising and marketing world should start with its subway advertisements. ?As an office software, it deeply explores the pain points of workplace users, shares the bitterness of every workplace person, and captures the minds of users step by step. ?Unexpectedly, an epidemic has completely overturned our impression of DingTalk. Elementary school students frantically gave one-star ratings and begged for mercy online one after another. The new impression brought to us is that DingTalk's marketing actions can be so ridiculous and coquettish.

As the domestic epidemic situation gradually improves, in order to capitalize on the topic and popularity created by the blood and tears, DingTalk made another big move in the Shanghai subway station and launched a group of adoption? " The subway posters of #2020我 DingTalk Online# in the form of "emoticon barrage" will upgrade the marketing.

This time, DingTalk’s previous poster delivery format has changed. There is no celebrity endorsement, no high-end visual design, and no careless copywriting. All its content comes from netizens’ various complaints, comments, official self-deprecation, and humorous interactions between brands during the epidemic. The overall layout is full of joyful sand sculpture atmosphere.

After the posters were released on the street, the response was enthusiastic on the Internet. Why DingTalk can arouse heated discussions on the entire Internet with just a few posters? This must start from the time it settled on Station B.

01

Bilibili took root

The Ghost Zone completely let itself go

As we all know, DingTalk, as a company, was closely related to " For mobile office software that is equated with “social animal”, its previous brand image and communication actions were naturally regular and rational. It is such an industry benchmark B-end product. With the help of the epidemic, it has become a popular online course software among students with its powerful functions, and has effectively opened a new "online course" in a short period of time. market.

As a result, almost all student groups have become DingTalk users. However, the post-2000s user group usually attaches great importance to the sense of participation, experience and presence in the process of using the app, which is in huge conflict with the seriousness and boringness of conventional B-end brands. In order to please this user group that is completely inconsistent with the brand's tone, DingTalk has launched a series of youth-oriented operations to move closer to the young user group in terms of spreading creativity and communication channels.

DingTalk entered Bilibili in an official capacity when conducting public relations for the one-star review incident, and released its first video - "DingTalk BenDing, Begging for Mercy Online" in an attempt to calm down the ongoing The anger of the elementary school students who carried out the cyber revolution. This move not only gained brand exposure and favorability, but also won the hearts of netizens in terms of Weibo topic attention and user discussion participation.

Then, DingTalk targeted the ghost area of ??Station B.

In recent years, ghost animals, as a rising two-dimensional cultural product, have become an entertainment type video that is loved by most young people. With the trend of younger and entertainment-oriented consumer groups, the entire advertising circle has become popular in the ghost style in the past two years (Mr. Lei’s “Are U OK” at Station B is the originator). Therefore, DingTalk often adopts creative forms of ghosts and beasts to shorten the distance between the brand and young people.

Subsequently, DingTalk became one of the fastest popular UP owners at Bilibili and successfully let himself go. It no longer publishes serious things like how to set up attendance groups, how to establish procurement processes, and how to manage corporate holidays. Instead, it publishes a series of ghostly videos on station B that make people full of questions. It’s like changing nail.

"Nail Swinging Song"

"It sounds so good when I nail it"

Official ghosts, the most deadly. This wave of continuous self-defeating operations was watched by netizens while retweeting and sharing it, gaining a large number of fans and completing a word-of-mouth counterattack. The image of Ding Sanduo became deeply rooted in the hearts of the people.

In terms of spreading creativity, we use ghostly creativity as the core to cater to the interests and hobbies of young people and shorten the distance with users.

For companies targeting the post-90s and post-00s generations, this novel form is more acceptable than traditional advertising, and with the expansion of the Internet, the brand’s communication effect can be instantaneous. Improve it and truly achieve a little detonating effect.

The two-dimensional culture, which is generally popular among young people, was keenly and magically "played by me" by DingTalk. It also chose to release it on the Bilibili platform, which focuses on a large number of young people. Not only did the video gain The objective number of views has also made young people marvel at DingTalk's cuteness - is this still the Ding I am familiar with?

02

Zoo emojis come into play

DingTalk completes perfect marketing

In addition to flexing its muscles in station B, the official blog Not idle, he launched DingTalk emoticon packs on Douyin and Weibo while the popularity was still going on, and continued to use "cuteness to kill" to once again gain attention and discussion among young people.

First, it officially launched its own IP on Weibo. The emergence of Xiaoyanzi finally allowed DingTalk to escape the "bat" image in the hearts of netizens across the country.

What kind of idiot am I?

The newly launched DingTalk exclusive emoji are vivid and lifelike, and also fit the contextual habits of young people’s online expressions, successfully capturing those who are keen on emoticons. With the newly launched new IP, DingTalk can easily "pin" its young and lively brand image into the hearts of the audience.

DingTalk continuously updates emoji, making office conversations no longer cold and serious, but full of liveliness and joy

With the help of these two highly recognizable visual images, DingTalk has successfully created a unique The visual hammer represents the young and interesting brand image and the cute and playful brand personality, which is directly "nailed" into the minds of users. No wonder DingTalk is once again popular in the industry.

In other words, in the future, regardless of the user’s age, nationality, or location, as long as they see Dingsanduo or Dingding emoji, they will be able to immediately recognize that it is Dingding! This high-frequency "recognition" will continuously strengthen users' familiarity and favorability with the brand, and continuously shorten the distance between users and DingTalk.

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From the perspective of passers-by, from the primary school students forming a team to win a star, to online begging for mercy; from the endless stream of sexy operations at Station B, to the latest subway advertisement that is eye-catching , at the beginning of 2020, we are indeed "pinned" by DingTalk.

From an industry perspective, DingTalk’s continuous changes and continued efforts in a series of operations during this transformation journey have at least two levels of marketing significance:

01

This means that DingTalk has changed its overall strategy to "user first"

DingTalk used to be the designated APP for social animals. Product promotion and development have always followed the product. Powerful The stable business functions made it unique among B-end products, but that was before Ding Sanduo became the son of the nation. After a series of crisis public relations, DingTalk began to shift its product promotion to customer experience, allowing users to have more joy and less resistance in work and study scenarios.

02

This means that DingTalk has transformed into a national brand with emotional appeal

The influx of a large number of young users in a short period of time has obviously made the previously dedicated service B The positioning of the end is no longer appropriate. Objectively, DingTalk needs to actively "transform" the brand positioning, using a younger and more personalized entertainment marketing method to break the threshold and restrictions and bring users closer.

With such a change in positioning, if we go back to the posters placed in subway stations mentioned at the beginning of the article, we will have more interpretations of DingTalk’s theme “2020 My DingTalk Online”. This copy clearly points out the brand (DingTalk), scene function (online), and era environment (2020), and represents a vision of DingTalk’s future development.

At the same time, it uses catchy colloquial expressions that people can understand at a glance and use it in a while, and naturally integrates into the conversational context of users’ life and work. In other words, this is a sentence that users will really say in real life, a brand goal that can really be implemented by users.

It is believed that "2020 I am DingTalk Online" will become the mainstream trend of work and study, and will also become a high-frequency statement in office study. This is the result of DingTalk’s efforts and our choice.