What can I learn from Durex?

To talk about Internet marketing, especially with the help of hot events, we must face up to Durex, a commercial company whose main business is extremely traditional. Yes, this contraceptive company has a history of nearly 90 years, but after the rise of the Internet, it almost became synonymous with opportunistic marketing and social marketing, so that many companies, when looking for Party B to do publicity business, named Durex's marketing team or a team with equal strength.

Therefore, back to the content-based media industry, facing the increasingly networked, socialized and mobile communication environment, the voice of "learning from Durex team" began to appear. Especially last week, Durex once again became the king of the topic with a "100-person audition live broadcast" activity that impacted people's curiosity and psychological bottom line, and through the simultaneous live broadcast in Bili, LeTV and Betta. Although almost all the people who watched the live broadcast shouted "cheated", they still regained the throne of topic marketing with the impressive results of over 5 million online users.

Regardless of the fall after the Liu Xiang Olympic Games, Durex immediately sent Weibo that "the fastest runner is not the best, and the real strong one is the one who persists to the end"; Or after the article was derailed, Ma Yili said that "marriage is not easy, feasible and cherished", and Durex immediately followed up and said: "I am safe and feasible"; People feel that such a team not only has flexible creative talent, but also has an efficient and rapid response mechanism. Children should be like Sun Zhongmou, and marketing should be like Durex!

However, if we really think that Durex's massive marketing copywriting only focuses on sexual topics and uses various metaphors, hints and relatively clever homophones to tease everyone's interest, it is just a self-righteous experience and analysis. This kind of study suddenly reminds me of a traditional storytelling story in my hometown of Yangzhou. It's a little long, so I'll try to be brief:

It is said that in ancient times, there was a rich man with a stupid son who could not talk seriously after marrying his daughter-in-law. One day, the rich man went to collect debts, and the other party hid, leaving a ten-year-old child to look after the house at home. After seeing the rich man coming, he respectfully called "Hello, Grandpa". When asked about his father, he bluntly said: "Go to the back hill to play chess with the old monk, and return early, and sleep with the old monk at night." With such a clear answer, although the rich man failed to collect debts, he was deeply impressed. When I got home, I told my silly son in detail, but I called him worse than a ten-year-old child in his twenties.

Silly son is stupid, but he has a good memory. Remember the dialogue firmly. The next day, the rich man went out and his in-laws came over. As a result, the silly son immediately responded to the situation and called his father-in-law "Hello, Grandpa". The father-in-law knows that the son-in-law is simple-minded and wants to ask if his mother is at home. As a result, the silly son copied "Go to the back and play chess with the old monk". Yue was surprised and asked, "When will you come back?" The silly son replied, "Go home early and sleep with the old monk at night!" " "

Well, the story is over, and the meaning just now is very clear: I only see Durex's constant ridicule on sexual topics, trying to mechanically copy it into his own products and programs, but he is just a stupid son of another era. Making jokes is a trivial matter, and the most fatal thing is to directly take his marketing copy to the ditch.

In fact, for Durex's marketing team, the current marketing success is not an overnight event, nor is it imagined by one or two people. We deeply feel that all hot events that can attract public attention will be at the very beginning. This is the true display of "training for a thousand days and using troops for a while". After a little understanding, you will know that Durex started to register various social accounts, build relevant information collection platforms and build various other basic systems two or three years before she really started topic marketing. As you can see, a KFC store is only a few hundred square meters, but how do you know that there are a lot of chicken farms, bakeries and seasoning factories behind it? This is their focus;

Moreover, for Durex, the various paragraphs or copywriting seen by the public seem to be "ingenious and easy to handle", but there are a large number of professionals who have been groping in the gender industry for many years to take charge of the general control. What kind of expression, where there will be communication taboos, where there will be what kind of objective influence, they will make strict and standardized restrictions. And define a stable and clear brand personality every year, and continue to output content with consistent personality and tonality. This is their concentration;

Facing a society that is always full of changes and wonderful. Sometimes creativity and ideas are not enough to support the whole brand promotion. We will see that the ultimate success of many copywriters still benefits from accurate graphic design, and many interactive marketing based on the Internet benefits from professional and meticulous program development. Every poster, animation and interactive game of Durex reveals a very high level of development ability, which can almost become a successful model of different themes. What is displayed here is their specialty.