New Media Advertising Marketing Case Study

The market is the direction of the enterprise, and quality is the life of the enterprise. To build a national market, you must first build a test market. You have to do it little by little, and you can’t go too fast. Once you’ve done it, when you really want to go to the national market, you have to do a good job in marketing case analysis, half a step too fast, and you can’t go too slow! So here’s what I do I have compiled relevant content on new media advertising and marketing case studies, I hope it will be helpful to you.

New Media Advertising Marketing Case Study 1

Suntory Fragrant Latte Coffee: A Journey Through an Exotic Country

Advertiser: Suntory (Shanghai) Food Trading Co., Ltd.< /p>

Advertising agency: Beijing Dentsu Advertising Co., Ltd. Shanghai Branch

Coffee, as an imported product, has gradually lost its original impression of high-end petty bourgeoisie and is now positioning itself as an ordinary and moderate new value Gradually enter people's daily life.

Shanghai, as the center of China's economic development, has made people suffocated by the huge life pressure caused by busy daily work. As a result, coffee has become an indispensable stress-relieving product in people's lives. Coffee’s energy-boosting effect and slightly relaxing drinking experience are also recognized by the majority of white-collar workers. Faced with such market needs, fast-food coffee represented by Starbucks, instant coffee represented by Nestlé, and various brands of ready-to-drink coffee beverages have flooded the market, and Suntory's Liqu series coffee products are one of them.

Consumer Insights

The progressive pace of life, the overwhelming burden of life, the desire for relaxation and release have become the biggest wishes of white-collar workers living in contemporary cities. A rich and sweet coffee and a journey to an exotic country have become a symbol of modern people's pursuit of high-quality life. Through market research, we have confirmed that when traveling abroad, drinking a cup of authentic and pure coffee carefully prepared by baristas in a cafe in a foreign country and feeling the exotic customs has become a must-do for overseas travel.

Activity content

Based on the above understanding, we decided to choose Shanghai to create an exotic latte experience full of leisure atmosphere for consumers. Our IDEA is exotic leisure time + genuine quality coffee = aromatic latte, a journey through an exotic country

First of all, we made a video material for playing in buses and subways. The content of the video is shown below:

We all know that buses and subways are the preferred means of transportation for office workers and white-collar workers in Shanghai. Various bus lines shuttle and connect the business circles where white-collar workers hang out. We choose mobile media such as subways and buses for video placement, which can not only reduce costs but also ensure a certain arrival rate. The relatively crowded and stuffy public transportation environment during the morning rush hour will make them have a strong desire for mellow and sweet coffee immediately after seeing the commercial.

We set the event location in an office building frequented by white-collar workers, and used the official WeChat LBS positioning push function to allow white-collar workers who had just stepped off the bus to immediately receive a delicious latte from Suntory’s official Weibo account Iron Crossing Tour Invitation.

When a large number of white-collar workers received invitations and were gathered at the scene, not only did everyone taste the mellow and fragrant latte coffee on the spot, but they also had an experience with exotic coffee masters through AR augmented reality technology. An intimate journey across time and space. Every consumer who comes to experience coffee can instantly be in an exotic cafe, taste the fragrant latte coffee carefully prepared by the barista, and enjoy a good time.

While you are sipping your coffee, we have used the automatic camera function to capture this leisurely moment. Make a postcard on the spot, allowing you to further share the joy with your relatives and friends. At the same time, you can also give them a generous gift of a fragrant latte. Since __ is in place in advance, it will be an unexpected surprise for your friends: the doorbell rings, and waiting outside is a handsome foreigner delivering a heavy box of fragrant latte and blessings from friends. Through our activities, your joy has been shared with your friends in time.

The strong sense of presence brought by the time-travel journey, the personal delivery of the exotic barista, and the unexpected large gift box, all of which were spread through social media such as Weibo and WeChat, aroused heated discussions among consumers, and the information was rapid Spread with increasing geometric speed.

Results

Judging from this case, AR (augmented reality) technology was used in the tasting experience to enhance the fun of Off-line activities. Consumers can interact with the virtual coffee master on the screen. At the same time, an online activity using We Chat as the communication platform was launched for the purpose of CRM and store visits.

The event lasted for one month, with 15 office buildings and 100,000 people participating. The event is divided into three stages: preliminary promotion, on-site distribution and topic arousal. The AR experience has aroused widespread interest among consumers and triggered a huge topic. It has been viewed more than 20 million times on Weibo, WeChat, BBS and other social media, and the product information has reached 2 million people.

In terms of Weibo interaction rate, it far exceeded the expectation of KPI at the beginning of the period. The exceeding rate reached 930%. In just a few weeks, more than 4,800 effective fans were added. The newly opened official WeChat also Obtained 1,300 WeChat members.

Comments:

As a newly launched coffee product, the most difficult hurdle to promote is actually the spiritual experience of the product, which is even more difficult than the taste. Beijing Dentsu has achieved this. As we all know, the Chinese people's exploration of tea culture is explained by "Tao", which contains a spirit, a pursuit, and a totem, and the same goes for coffee. The core of this case is that in the early stage of the product entering the market, he made full use of new technologies, new media, and O2O new marketing methods to experience it. He applied a variety of mainstream self-media resources that are popular today to the extreme, coupled with regional selection and accurate dissemination. , which has a very good start-up effect on coffee, a highly fashionable product. At the same time, it also sets a new benchmark for how the brand planning industry solves landing marketing.

——Zhang Yitao New Media Advertising Marketing Case Study 2

Meisu Jiaer: Elegance blooming on the big screen

Advertiser: Meisu Jiaer

Advertising agency: CCTV 3D Film Media Group

Today’s infant product market is a mixed bag, especially in the still unclear domestic infant milk powder market. In order to find breakthrough opportunities in China's "Fourth Baby Boom Era", stabilize and expand the product sales channel system, and establish brand trust and loyalty in the hearts of consumers.

Of course, while many domestic and imported brands are bombarding mainstream TV media in turn, and it is still hard to tell the winner, Meisujiaer has quietly become famous among mainstream urban consumer groups, especially young high-end mothers. .

On the big screen and in outdoor buildings, Meisu Jiaer accurately enters the hearts of consumers with a consistently approachable attitude, imprinting the brand's spirit and concept on the beautiful moments at the beginning of every life.

1: The "four beauties" at the beginning of human beings, the calmness of life comes from elegant care

Good advertising can be deeply rooted in people's hearts, first of all, it comes from the excellent creativity of the advertising itself. Excellent advertising creativity is only the one that best suits its own positioning, and there are no rigid rules and regulations.

In February, the advertisement for Meisujiaer’s upgraded formula and new clothing was launched. The 60-second TVC mainly promoted emotional creativity that was perceptual, easy-going, and natural, and the growth process of life from conception to 6 years old was cleverly combined with the four series of the product. It is integrated into four movie segments and connected into a complete micro-story, conveying the concept of new product launch to consumers without leaving a trace, which can be said to serve multiple purposes.

These pictures are beautiful, vivid, warm and touching, coupled with the beautiful and profound background music, and the cordial warmth of the first-person advertising subtitles, they immediately stimulate the innate emotional energy of consumers, making it easy to use It creates a feeling of closeness. And in the ultimate viewing environment of a high-quality theater, the effect is even better.

"Baby, from the first moment I saw you, I knew that the journey of growth is wonderful because of you." He recounted the "four beauties" at the beginning of life before childhood officially begins - The joy of pregnancy, the touch of learning, the laughter of companionship and the freedom of running, for the main audience of the movie - the young and middle-aged urban mainstream consumer groups between 18 and 40 years old, can be described as calm and elegant, as quiet as classic movie shots. It flows quietly, blending into their hearts silently and quickly like snowflakes, even unforgettable.

Two: Big screen, alternative or must-see?

During the Mid-Autumn Festival and National Day and Valentine’s Day, Mei Su Jiaer passed the CCTV 3D Film Media “Screen Array”—— The model of the national high-end cinema pre-screening advertising network has carried out pre-screening advertising for four weeks in nearly 200 high-quality cinemas in 12 first- and second-tier mainstream consumer cities across the country, forming a powerful "all theaters, all movies" "Accurate coverage of the crowd and achieved good brand communication effects.

So, why film media? Why do more and more advertisers choose the big screen for in-depth brand communication? What kind of media is film media?

1 . The rapid and steady development of the Chinese film market is a prerequisite

Box office and attendance have steadily increased, with the growth rate remaining above 30%. It is the "golden decade" of rapid development of the Chinese film market. High-quality theaters have sprung up like mushrooms after a rain, and theater chains have continued to develop and branch out, making the movie-going craze spread across the country, which has also created the normalization of movie schedules.

Judging from the trends in the past three years, the overall solid growth of box office in each week has led to a stable growth trend of monthly and even quarterly box office, with an average increase of more than 30%. In terms of moviegoers, the monthly average has reached 51.14 million, an increase of 32%.

Mature schedules are spread throughout the year, traditional off-season stalls are on the rise, and the fading of schedules has become a trend. Among the 14 major mature schedules that have been formed, on the one hand, while the box office of a single schedule has increased, the time period has also been extended accordingly. For example, during the Lunar New Year period, it generated a box office output of 6.8 billion yuan in 100 days. On the other hand, the box office gap between off-season and traditional peak season schedules is getting smaller and smaller. For example, in the spring period of March and April, the total box office exceeded 3 billion, and the traditional off-season has achieved a "gorgeous turn" and become a veritable "youth inspirational" period.

The liberalization of the market has led to the normalization of schedules, and at the same time has given audiences sufficient "rights of choice". The number of regular moviegoers has become increasingly large, and watching movies has gradually become a normal way of cultural entertainment and leisure. The future trend is that the annual box office and attendance growth will become more and more stable, but the box office base is still rising steadily, which is due to the positive trend of the entire market.

2. The consumption characteristics of a fixed-scale movie-going crowd are fundamental

Watching movies has become a rigid demand of Chinese people. Movies are the greatest expression of the spirit of entertainment. In an era of increasing pursuit of quality and leisure and entertainment life, movies are everywhere, and the topics triggered by movies have become indispensable topics for people to talk about after dinner. So far, 470 million people have gathered to watch movies. In the first half of the year, this number has reached 310 million, that is, an average of more than 50 million people are watching movies every month. A regular movie-watching army has been formed.

Movie audiences have the quality consumption characteristics of “three highs and three strongs”. According to the "Research Report on Chinese Movie Audiences" by Yien Consulting, there are big differences between movies and TV in terms of audience attributes, and movie audiences clearly show the characteristics of "three high and three strong". And compared to TV, the audience is more precise.

The "trifecta" of leading urban consumer groups aged 18 to 40, the fourth baby boomer and regular moviegoers. They are the absolute main force in watching movies, and their consumption characteristics coincide with the entertainment, avant-garde, topical and other characteristics of movies. Movies have been integrated into their lives; theaters have become their first choice for entertainment and leisure, resulting in an agglomeration effect. The cinema media platform integrates fashion, youth, and entertainment content, creating a precise advertising environment for brands like Meisu Jiaer that strive to gain popularity as soon as possible. Under such a communication situation, the brand can be integrated into the elite lifestyle, establish a harmonious relationship with the elite movie crowd at the right time and at the right place, seize the minds of the "fine crowd", change the communication context, and carry out brand development. Deep knowledge building and brand awareness building.

Since the beginning of China’s fourth “baby boom era”, parents are basically the potential group of the post-80s and post-90s generation, which highly overlaps with the fixed audience of movies. For these movie-watching audiences, watching movies in theaters is not only a movie-watching behavior, but also a good way of entertainment and leisure.

Watch advertisements like watching movies, and get consumer orientation from advertisements that are in line with their quality positioning. Infant milk powder advertisements that focus on warm emotions are more attractive to them, so why not?

In short, As China's film market continues to develop and expand, movies will increasingly become a normal form of cultural entertainment, attracting more moviegoers and cultivating them to become fixed audiences, thus driving the rapid development of theater terminal-related industries. Pre-screening advertising in cinema media will attract the attention of more and more advertisers in the new media environment.

3. The unique communication advantage of cinema media is the key

The 10-minute scarce resources and the fully enclosed environment of the cinema maximize the advertising effect. CTR survey data shows that movie audiences usually enter the theater 5 to 10 minutes in advance to take their seats. This coincides with the scarce resource attribute of 10 minutes of pre-movie advertising, ensuring accurate coverage of advertising audiences. As an emerging video media, the big screen's unique high-efficiency characteristics - the strong audio-visual shock in a fully enclosed space-time illusion matches the superior quality of advertising creativity itself. Coupled with the precise audience acceptance state, the single advertising effect emphasized by film media can be maximized. change.

The great charm of core high-quality resource combination. High-quality theaters are usually located in the core business districts of mainstream consumer cities and have absolute geographical advantages for terminal consumption. Select high-quality theaters in "ticket warehouse cities and core business districts" for placement. Based on the unique communication advantages of the big screen itself, for theaters The promotion effect of accompanying consumption and peripheral consumption is obvious. Taken together, this is a direct and in-depth communication to leading fashion entertainment consumers and moviegoers, and is the best embodiment of the entertainment communication needs brought by rich content platforms.

In summary, today, when the actual value of film media is greater than its market value, if you own it first, you will gain an extraordinary and unique experience and seize the opportunity to seize the mainstream new media in the future. As a result, the value of pre-movie advertising has been increasingly valued by theaters and advertisers, and audiences are increasingly favoring this unique form of advertising. The big screen has naturally become a must-have.

Conclusion

A report from Shangdao Women's Consumption Research Institute shows that in recent years, China's infant formula milk powder market has been developing rapidly at a double-digit growth rate every year. Volume shows an upward trend. Meisu Jiaer chose high-quality cinema media such as CCTV 3D Film Media for in-depth brand dissemination. The audience gained an extraordinary experience and gradually established preference and loyalty to the company. The company achieved good advertising effects (91% praise for advertising creativity, Memorability is 81%, brand preference increased by 77%, purchase intention increased by 80%, and 41% of the audience said they would spread it to surrounding people offline, etc.), and the communication value of cinema media is increasingly recognized , becoming the media of choice for more brands can be described as "killing three birds with one stone."

The above data sources: Enbase database, CTR and IPSOS case studies, CMMS and H3 population data research)

Comments:

The birth of new life is of great significance to For a young parent, it is full of joy and romance. They hope that this little life will continue the family bloodline, so the healthy growth of the baby cannot be lost at the starting line. In the initial stage of giving birth to a new life, parents are the omnipotent gods of this life. Parents can provide whatever life needs. Gradually, God began to feel powerless, and choosing suitable milk powder became a matter that parents must not take carelessly. The renewed glory of the movie theater chain has created a good opportunity for Mei Sujia's unexpected encounter with her young parents. The 60-second TVC mainly promotes emotional creativity that is perceptual, easy-going and natural, and tells the story of the growth process of life from conception to 6 years old. The four series of products are cleverly integrated into four movie segments and connected into a complete micro-story, conveying the nutritional and comprehensive information of the products to young parents without leaving a trace, bringing them surprises and finding new ways to raise children. The hope of healthy life and growth. The positioning of advertising media is accurate, the psychological analysis of the audience is appropriate, and the link between products and consumers is warm, friendly and natural. It can be described as the organic unity of art and marketing.

——Chen Zhulin

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