Eight Internet Marketing Success Stories

Classic cases have profoundly influenced us and are worthy of our study and reference. It can be said that a hundred flowers are blooming and creativity is flying everywhere. Below I will share with you eight successful Internet marketing cases. I hope you will be satisfied.

Case 1: Tmall Suning Fight? Mom Hit Me Again

? Mom Hit Me Again? It was a group of mothers who went viral on the Internet in December 2013 and slapped their daughters. A four-frame cartoon picture of a dialogue between mother and daughter. Its name is taken from the Taiwanese movie "Mom Love Me Again". During the Double Eleven period, Suning.com took the material and changed it into the advertisement "Mom, hit me again"? TM's Double Eleven, you should have one more choice. I have to say that this advertisement is very targeted. The red of Tmall is compared with the blue of Suning.com, which is both ironic and true. Everyone is enjoying it. I wonder what Jack Ma thinks after seeing this advertisement picture. Later, netizens circulated the backlash version, and it turned out that the noise was not enough, and they really wanted to take action. It triggered a large number of reposts and heated discussions among netizens.

Case 2: Baidu? Offline event online marketing: Hi, date?

In September of this year, in the Western Hemisphere, the iPhone 6 and later were even bigger and bigger. When the Internet became popular, the Baidu input method in the Eastern Hemisphere also introduced the concept of "understand you better, and your iPhone" for the first time, setting off a "understand you" trend. Even the national husband Wang Sicong also joined in, posting on Weibo to support Baidu, so Baidu input method is also called "Wang Sicong's same input method". At the same time, the iPhone version of Baidu Input Method was China's first mobile Internet product to appear in Times Square, New York. Its offline advertising copy for invitations to Chinese people around the world: "Hi, want to make a date?" became a popular Internet buzzword in October. And triggered a lot of heated discussions and enthusiasm among netizens. Baidu Input Method used the offline event of advertising in Times Square in New York to create an online marketing case. It was also followed and imitated by many companies that are good at marketing, such as Yihaodian. It can be said to be a very eye-catching Internet marketing event in 2014.

Case 3: Chu Cheng? An orange of the Internet

Originally, the founders of Life.com were once "Southern Weekend", "Southern Metropolis Daily", and "Beijing News" , NetEase and other media entrepreneurs. Media professionals who have transformed are still well versed in the ways of the media. After this website once dominated hot social topics such as "Go home for dinner", "Chu Cheng" is the step that takes this website to the next level. Three key points of operation: Key point 1: Rock Tang Orange grown by Chushijian. There are always ups and downs in life, but the spirit can eventually be passed on. This sentence is widely circulated on the Internet. Then use some numbers to summarize Chu Lao: After 85 years of ups and downs in his life, he started a business again at the age of 75. After ten years of hard work, he produced 240 million orange fruits. Key point 2: Personalized packaging In addition, the packaging is used as the core communication material, and the packaging carries the LOGO, the graphics and text are forwarded, and the LOGO is clearly visible. Key point 3: Top 10 inspirational micro videos for young people. Follow-up results came again: Chucheng, Liutao, Pan apple. After several rounds of marketing, Life.com has millions of registered users in 100 cities across the country. They are all cultural, white-collar and home users with high incomes and high quality. They are 28-35 years old, and 55% are women.

Case 4: Didi Taxi? Rich and willful

WeChat’s Didi Taxi invested a huge subsidy of 1 billion to launch a marketing war, and many small and medium-sized taxi-hailing software companies have been shut down. Didi Taxi's cooperation with WeChat Pay has launched the third round of marketing. Not only has the amount of instant discounts been increased from 5 yuan back to 10 yuan, but also a 15 yuan discount for new users' first order has been launched. On Valentine's Day this year, We sent out a large number of red envelopes during holidays such as Thanksgiving, and later launched a series of marketing methods such as "four friends and three using Didi". It has really benefited passengers and drivers in the price war, and user activity remains high.

Case 5: Sinbad saves the ethnic minority? 7 days and 7 nights of extreme live broadcast

After Double 11, the Weibo account @我是cyclist issued a resignation letter stating that He emotionally expressed his determination to change the course of his life, resigned from the position of Tmall Mall Operations Director, and elaborated on the hardships and helplessness of e-commerce operations, which quickly focused the public's attention on this company that is under heavy inventory pressure, small quantities and no factories. The e-commerce group was tortured by many problems such as order delays and order delays, which caused e-commerce merchants to cry, and netizens named them "Qizu". In fact, this is a series of event marketing created by Sinbad Clothing Co., Ltd., from resignation letters to Beijing World Trade Center couples holding placards asking for help and so on. After "仌国" became famous, he took advantage of the opportunity to launch the "Sinbad 7 Days and 7 Nights Hot Sale Challenge" on Weibo, and promised that the 7 lucky sellers who were randomly selected would experience 3 days of pattern making for free and 7 days to produce 50 The ultimate new production model for clothing. The determination to subvert the traditional clothing supply chain is evident. The event attracted nearly 1,000 clothing e-commerce sellers to sign up. It is commendable that Sinbad used the full official website, official Weibo and WeChat public accounts to simultaneously broadcast the entire process, open and transparent the clothing production process, and received a large amount of media and unanimous praise from netizens. From the foreshadowing of the Ti ethnic group to the emergence of Sinbad, a new ethnic group was created online to gain sympathy and arouse public outcry. Offline couples stood on the street holding placards asking for help, echoing online and offline. When public opinion reached its peak, the conversation changed. For example, Sinbad's fast-paced production of clothing has channeled all ethnic minority traffic into the Sinbad Hot Style Challenge. The sophisticated marketing methods behind this are worth savoring.

Case 6: Meizu MX4? An atypical marketing

Meizu has changed. It changed the previous weakness of marketing and won the top spot on Baidu search rankings that day with its "self-defeating" marketing method. On the Weibo platform, the two major topics of Meizu Technology #2014Meizu New Product Conference# and #MeizuMX4# have accumulated 700 million views. Only 40 minutes into the press conference, the two topics successfully topped the Weibo topic rankings, taking first and second place in the comprehensive hot search list. Meizu’s first new product launch conference was live-streamed on Baidu Tieba. The live post with pictures and text alone received more than 8.62 million views that day. From the suspense marketing during the warm-up to the sarcasm and ridicule of competitors throughout the press conference, the practice of "self-defeat" and "creating negative public opinion" is certainly not Meizu's first. What is atypical about Meizu is that it takes self-deprecation and negative comments as a Used as an important weapon, and through good grasp of information, time points and scales, it won sufficient attention and ultimately achieved good results.

Case 7: Xiaomi’s copywriting?

Xiaomi has two requirements for product copywriting planning and visual expression: first, it must be direct and speak plain language so that users can understand it at first glance. ; Second, it must be to the point, perceptible, and able to impress users. Three classic cases: "Xiaomi mobile phone is fast", "Xiaomi piston earphones" and "Xiaomi mobile power supply, 10400 mAh, 69 yuan". The information output of advertising needs to be encoded, and it needs to be decoded before reaching the consumer. Then there will be interference and loss in the process. Therefore, the most effective thing is to have simple encoding, direct decoding, and the highest fidelity.

Case 8: Alibaba? A social marketing lesson

Before Alibaba went public, the spread of the "Alibaba IPO Roadshow Promotional Video" on WeChat exceeded 100,000 views every minute Ma Yun told everyone what Alibaba is in fluent English, and it was no surprise that he won a round of applause. In addition, there are also contents such as "Alibaba US Roadshow PPT" and "What did Alibaba say in its letter to investors?" which are developed from the perspective of "exploration" and "insider". They are still attractive. Will you like it when you see it? Let’s see what Ali said. This is an important communication node in the listing process. A brief summary is as follows: first, light and dark lines of communication complement each other; in addition, focus on key opinion leaders; finally, pay attention to the tone of communication.