Media advertising and marketing case analysis?

Case analysis can help companies discover market opportunities and provide them with a basis for scientific decision-making. So below is the relevant content I compiled, I hope it can be helpful to you. 1

Lehu Functional Drink: Inspire Positive Energy

Advertiser: Dali Group

Advertising Agency: Beijing Hairun New Era Advertising Co., Ltd.

In the current Chinese market, it is already very difficult to successfully launch a new product. From the planning to execution of the Lehu functional drink brand, we can see the efficient execution efficiency of this team. In the end, Lehu functional beverage entered the public eye with two TV commercials, "CBA" and "Function". Judging from market feedback, Lehu has successfully gained a foothold in the beverage market and is a successful new product.

Domestic functional drinks are in their infancy, with low market saturation and huge development potential. Red Bull has spent more than ten years cultivating China's functional drink market and enjoys the status of "one bull alone" in the energy drink market. Due to the insufficient marketing strategies of some small brands, no second brand of a certain scale has emerged. Dali Group, a national food and beverage giant, stepped in and developed a functional drink that is more in line with the needs of young people and is "refreshing and anti-fatigue".

In China, real functional drinks need to pass the strict approval of health foods by the State Food and Drug Administration, a process that takes at least a year and a half. During the listing process of Lehu, Hairun participated in planning the entire process from naming to strategy formulation and creative execution. The long-term communication and collision of ideas also gave us a more in-depth and detailed understanding of customer needs.

The first is the naming of the brand. After the "Lehu" plan was proposed, it was quickly recognized by customers. Lehu, "Tiger" is the king of beasts, symbolizing might and strength, being arrogant and dominating the world; "Lehu" means positivity, optimism and understanding. Lehu literally symbolizes happiness and strength, and its interpretation is positivity and fullness. ***’s youthful vitality is the most positive energy worth conveying at the moment.

As a new functional beverage, if you want to quickly open the market, the spread of brand power and product power is equally important. So we decided to produce two commercials, a two-pronged approach, corresponding to the brand height and functional demands, and beat them one by one!

In order to improve our brand power, we signed a strategic cooperation agreement with the CBA League, the most watched basketball event in China. , using the influence of CBA to build momentum for Lehu. In the Lehu TVC "CBA Chapter", we selected the most influential Yi Jianlian in the league, the most successful foreign aid Marbury, and the newcomer Wang Zhelin with the most development potential to form the "Lehu Team". The exciting, most explosive and "positive energy" game scenes are organically combined with Lehu's product image to create the concept of Lehu's unstoppable energy and build momentum for the Lehu brand.

In terms of function communication, in order to emphasize the daily "refreshing and anti-fatigue" effects of Lehu, the "Function Chapter" creatively focuses on the two most typical functional drink consumption opportunities of young white-collar workers, driving and busy at work, showing Lehu has the functions of "refreshing, anti-fatigue" and "stimulating positive energy".

The shooting scenes were set at gas stations, convenience stores and offices. The office scene was easy to solve, but the gas station made it difficult for the production team! Safety is the first issue to consider, and the shooting time was during the National People’s Congress, so gas stations were more cautious. We prepared gas stations in Hebei or rented convenience stores to set up There are two options for the gas station, but neither is ideal. The structure of the former is not very standard, while the latter is worried about the authenticity of the scene restoration. The production department never gave up, and finally found a completed but unused gas station on the South Fifth Ring Road the night before shooting. In the early morning sunshine, we completed the shooting of the gas station.

"Function Chapter" pays great attention to details. The hint of refueling in the car, the rapid movement of the swivel chair on the desk, and the throwing of toys at each other all highlight the functions and characteristics of the product. At the same time, the product is closely connected with the scene, such as the rotation of the packaging indicator on the oil meter, the close-up of the product on the work file, etc.

"Brand Function", two TVCs work together, Lehu quickly accumulates popularity in a short period of time, spreads a positive brand image, and wins the favor of consumers.

Comments:

The brand is outstanding, the functions are outstanding, and the commercial is fast-paced, fully demonstrating the energy efficiency of Lehu. Choosing to refuel the car at a gas station is a metaphor for refueling the human body. The overall style of the advertisement is similar to that of Red Bull. Red Bull's slogan "Drink Red Bull when you are sleepy or tired" highlights its functionality, while Lehu's direct "refreshing, anti-fatigue, and stimulation of positive energy" also highlights the efficacy of the product, which can be used to mature The brand advantage of Red Bull allows consumers to know about another option for functional drinks. An excellent product must be tested by the market to see whether it can be recognized.

——Wang Qianer

Adidas Women’s Series: In the name of sisters, give it your best effort

Case Challenge

Adidas Women’s Series The integrated advertising is Adidas’ first localized integrated advertising targeting Chinese female consumers. The main challenge is to increase sales of Adidas women's sportswear while increasing Chinese women's sports participation.

Although most Chinese girls participate in sports during their school years, their participation immediately decreases after working. Research by media company Carat shows that only 3 in 15- to 24-year-old Chinese women go to the gym. Most girls would rather shop, sing, and eat desserts than exercise.

Therefore, the mission of our integrated advertising is to awaken the sports spirit of Chinese women, inspire them to exercise regularly, and regard exercise as a part of life rather than just an occasional activity. At the same time, we hope to convey to them the concept that "Adidas sportswear is not only suitable for exercise, but can also be worn after exercise." The more girls participate in sports, the greater their demand for sportswear.

Business goal

Within 90 days, the actual sales rate of Adidas women’s series products will reach 60%.

Can be detected by tracking store inventory.

Behavioral goals:

Involve more girls in sports.

It can be detected through Carat Media’s semi-annual tracking research report on consumer movement and lifestyle.

Cognitive/attitude goal:

Let girls believe that Adidas is the most suitable clothing brand for them before, during and after exercise.

It can be detected through Millward Brown’s brand tracking research:

Girls’ brand awareness;

Girls’ brand consideration for purchase ;

Whether the brand image is suitable for women.

Creative Insights

Through qualitative and quantitative surveys, we found that for Chinese girls, sports means "the best time, doing what I like with the people I like." matter".

For them, sports are not a competition, but a way to interact with friends and enhance relationships. They love playing sports with their sisters. Different from Western women's traditional view of sports, "Sports is professional core physical training", Chinese girls pay more attention to the fun that sports can bring. They believe that exercise can bring happiness and strengthen friendships.

“Girls’ sports are professional physical training and competitive” is our stereotype of typical Western women’s sports advertisements. This insight liberates us from this stereotype. We can use tones and images that reflect the real lives of Chinese girls while still being encouraging to get their buzz.

Core idea

Show the happiness and friendship that girls have when they exercise together, and show that doing exercise is a cool thing.

Creative Strategy

Because the core creative idea is to show the happiness, friendship and "cool" feeling that girls have when they exercise together, the level of communication is to Show:

***1*** sisters;

***2***The benefits of doing exercise;

***3 ***Suitable sports types;

In order to better understand what "sisters" mean to Chinese girls, we interviewed and investigated more than 20 groups of "sisters" in China, and they gave us a lot of inspiration :

The hip-hop sisters in Nanjing;

The "dead flying" sisters in Beijing;

The parkour sisters in Chengdu*** Parkour: Use only your own Use your body and the surrounding environment to move forward and cross obstacles in the environment***;

The running sisters in Shanghai;

The boxing sisters in Shanghai*** are called "Princess Boxing Club" ***;

Yoga sisters in Guangzhou.

Finally, we selected three sets of sisters to star in the TV commercial. The girls each represent three types of sports that are attractive and inspiring to the target audience: hip-hop, running and parkour.

This TV commercial not only features Hebe, a member of the Taiwanese girl group SHE, but also invites girls *** from running, parkour and hip-hop groups to star. In the 30-second and 60-second versions, we see the sisters having fun and bonding together. The footage captures the joy, friendship and coolness the girls have while playing sports together.

At the end of the TV commercial, Hebe looked at the camera and asked all the girls in China: "This is my sister. Where is yours?" The whole TV commercial ended with "In the name of sisters, give it your all." ” ended in the slogan.

This ending not only attracts consumers to pay attention to print, outdoor and digital media advertising to learn more about the story of Hebe and her sisters, but also to share their own stories with their "sisters" online.

Adidas’ integrated advertising campaign attempts to differentiate itself from its main competitors in the following ways:

Focus on the different sports styles of Chinese girls*** More flexible and less competitive ***, different from Western markets.

Focuses on the sisterly, tribal, and social motivations behind participation in the movement.

Hebe’s approach to using image ambassadors is more mature and sophisticated than that of competitors. Because we use Hebe integratedly in all aspects of the entire advertising campaign.

It is well-measured and successful in integrating Adidas women's products into advertising works *** reflected in TV commercials and print ads***.

Make sports “cool”.

Media strategy

The media is mainly placed in places and media where girls and sisters spend the most time together, such as watching TV, reading magazines, surfing the Internet, online shopping, waiting for buses and subways , attending classes at college, at the gym and shopping at the mall.

Integrated advertising debuts

The women’s series of integrated advertising was released for the first time on March 1st to celebrate Women’s Day. This is also the first time Adidas has released an integrated advertisement targeting women in the Chinese local market.

Integrated Advertising

In addition to the generation and execution of creative and strategy for TVC, print and outdoor, we also launch integrated creative works across online and offline channels. Including:

Public Relations

Launch event - on the day of the event, PR showed the style of combining sports and fashion to 81 media ***100 editors*** who participated in the event , including more than 60 mixed sets of Adidas training, running, outdoor, tennis sportswear and Adidas and Stella Mc Cartney collaborations. Hebe, the image ambassador of the adidas women's series, participated in the event together with sisters from different sports.

Outfit matching catalog - a 32-page catalog depicting the lives of girls exercising and enjoying beautiful moments with their sisters. This booklet showcases the main products of different seasons. Customers can request this catalog at Adidas events and stores.

Soft articles - through long-term advertising and cooperation with columns in "yoho!girl", "Ruili" and "Milk Sport" magazines, we continue to ensure the exposure and influence of advertising.

Digital

Display advertising – 600 million impressions

A 60-second version of the TV spot and behind-the-scenes video served via pre-video ads on video sites

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Total*** more than 15 million video views.

adidasgirls - the core site for Adidas' women's integrated advertising - invites girls to upload photos, send virtual gifts to their sisters and share their stories with their sisters. General *** uploaded 10,639 photos and sent 77,538 virtual gifts. Girls who participate in sharing photos and stories will have the opportunity to travel to Phuket with their sisters for free.

@adidasgirls Sina Weibo - the official Weibo account of the women's series that interacts with fans across the country - integrated advertising brought an increase of 51,695 fans.

Retail terminal

We have set up shop windows, APP walls, display tables, SMU*** posters on the pillars of the shop***, cashiers, and adipure football shoes. wall.

We have also set up offline activities for consumers in the store, such as the "Sisters Photo Booth" activity. Consumers can go to adidas stores with their sisters and take photos using preset sports background frames. Then edit and download it to your own device and share it on social networks; or you can print it out and take it away to share with your sisters.

Sports Marketing

The main visual - the main visual covers the walls, front desks, classrooms, running areas, free weight areas, changing areas, rest areas, aisles and more in 53 gyms across the country elevator.

GYM DIGITAL – 60-second TV spot on in-room TVs at 53 gyms.

Gym Extension - New fitness projects*** "Dance and Training Program 3" and "Running Project"***, reaching more than 100,000 target consumers in one*** as well as product trials and promotions . Campus workshops and penetration - 320 physical education teachers in 85 colleges and universities across the country and more than 40,000 students.

Final results

Business goal: Within 90 days, the actual sales rate of Adidas women's series products will reach 60%.

Results: Within 90 days, the actual sales rate target of 61 Adidas women's series products was completed. In addition, the sales target of "the actual sales rate of Adidas Women's Series Star Products***, which is specially displayed in TV commercials and print ads for clothing products***, reached 91%" was achieved within 60 days. The most important thing is that the store sales rate of women's series products in March increased by 28.4% compared with the same period last year; the entire Adidas women's business increased by 40% compared with last year. ***Source: Campaign Asia Magazine***

Behavior Goal: Get more girls involved in sports.

Results: After the end of Adidas’ 2013 women’s integrated advertising, according to a report from the media agency Carat Media, compared with last year, the sports participation of Chinese women aged 1 to 24 has increased significantly:

The proportion participating in badminton increased by 28% compared with last year;

The proportion participating in basketball increased by 4.3 compared with last year;

The proportion participating in cycling increased by 6% compared with last year;

The proportion of people participating in hiking or hiking increased by 8.9% compared with last year;

The proportion of people who participated in jogging increased by 7.4% compared with last year;

The proportion of people who participated in swimming increased by 7.4% compared with last year. An increase of 9.8;

The proportion of participating in table tennis increased by 4.8 compared with last year;

The proportion of participating in yoga increased by 5.7 compared with last year.

There may be many reasons for the increase in sports participation among Chinese women, but we still believe that Adidas women’s integrated advertising has contributed to the increase in sports participation. The reasons are as follows:

Through Weibo search, I found that many consumers mentioned that "Adidas and Hebe encouraged me to do sports."

During this integrated advertising period, Nike has reduced its communication investment in the female market compared to last year. ***Carat Media***

As far as we know, during the period of integrated advertising, *** did not invest in projects related to increasing the participation of women in sports nationwide.

Cognition/Attitude

Goal: Let girls believe that Adidas is the most suitable clothing brand for them before, during and after exercise.

Results: Millward Brown’s research on the week before and the week after the launch of the integrated advertising in March showed that Adidas’ brand characteristics and brand consideration among girls have increased. It is the first integrated advertising for women. direct effect.

Even if the proportion of the two improvements is small, the significance is very important - because it only identifies the change in the target audience's perception and attitude within one week after the integrated advertisement ends. Millward Brown also stated in its research report: Compared with industry benchmarks, this improvement is significant.

Changes in brand awareness and attitudes take time. The positive shift in target audience perceptions and attitudes within a week of the end of the campaign demonstrates that integrated advertising is, in fact, effective.

Among girls, the brand awareness without prompt increased from 64 to 69, an increase of 5*** one week after the end of the integrated advertisement.

Among girls, the brand consideration for purchase increased from 38 to 41, an increase of 3*** one week after the end of the integrated advertisement.

The number of girls who agree that "the brand image is suitable for women" increased from 25 to 29, an increase of 4*** one week after the integrated advertisement ended***.

The success of Adidas China Women’s integrated advertising in terms of sales and changing consumers’ cognitive attitudes and behaviors has led Adidas Global to regard it as a gold medal analysis case.

Furthermore, as a vote to increase confidence, Adidas Global once again allows the Chinese market to fully implement and develop women's integrated advertising, and the advertising budget will also increase.

Faced with China’s slowing economic growth, and competitor Nike recently reported a decline in market share and brand identity***Source: Campaign Asia Magazine***, Adidas 2013 Women’s Series Integrated Advertising The results prove the success of its strategic thinking and creative execution.

Jens Meyer, vice president of marketing department of Adidas China, said: "In a single market, launching such a fully localized and open TV advertising campaign only for women in an event-free year is very important to the Adidas brand. It is said that it has taken a huge step. The sales of men's products have not declined, and the sales of women's products have increased, so the business share of men's and women's product lines is now more balanced."

For Adidas China. In other words, the integrated advertising of the 2013 women's series is a big project.

The results of the integrated advertising will determine whether Adidas China has the opportunity to continue to implement integrated advertising for local creations in the future. Luckily, this integrated ad was a huge success.

Comments:

Adidas China Women’s integrated advertising to change consumers’ cognitive attitudes and behaviors is the core strategy of this advertising campaign, awakening the sports spirit of Chinese women and motivating them to exercise regularly. Make exercise a part of your life, not just something you do occasionally.

The core creative idea of ??"Give it all in the name of sisters" shows the happiness, friendship and "cool" feeling that girls have when they exercise together. SHE member Hebe was chosen as the product spokesperson to Hebe is the core of the picture, which can quickly catch the audience's attention. It not only echoes the theme of the product focusing on young female consumers, but also brings out the vitality and fashionable atmosphere that the product itself wants to convey. It conveys the strong friendship between sisters. While interpreting friendship, it also conveys distinctive clothing design styles and fashionable matching methods to consumers. In this way, the concepts to be conveyed by the brand and products are displayed in front of the audience. Bring out the brand spirit of Adidas, that is, "Adidas is allin".

Through the integrated communication of advertising strategies: In addition to TVC, the execution of print and outdoor creative strategies, in public relations, Internet, retail terminals, etc., the positive changes in the target audience's cognition and attitude have shown that Integrated advertising actually works. The effectiveness of the integrated advertising of Adidas' 2013 women's series

proves the success of its advertising strategy and creative execution.

——Cheng Sai

Contemporary women, freed from the shackles and imprisonment of tradition, experience the gorgeous and beautiful years of youth in their own life stage, and their passion and vitality are demonstrated. Absolutely! The case is accurately positioned, fully grasps the industry characteristics and brand personality, and uses the name of sisters to guide the appeal of the target group. Highlight the core values ??of the brand with all your efforts and promote a positive and healthy state in life. At the same time, Hebe is integrated into it in a moderate and non-obtrusive way, which is perfect and has strong brand appeal. Therefore, the brand cases are relatively unified and complete in terms of creative concepts and form presentation, and have certain category reference value!

——European Zonggt;gt;gt; Click on the next page to enter more related content