Case analysis of media advertising marketing?

Case analysis can help enterprises find market opportunities and provide scientific decision-making basis for enterprises. Then the following is the

Case analysis of media advertising marketing?

Case analysis can help enterprises find market opportunities and provide scientific decision-making basis for enterprises. Then the following is the relevant content I have compiled, hoping to help you.

Easy Tiger Functional Beverage: Stimulating Positive Energy

Tell the owner: Dali Group

Advertising agent: Beijing Hairun New Age Advertising Co., Ltd.

In the current China market, it is very difficult to successfully launch a new product. From the planning and implementation of Lehu functional beverage brand, we can see that this team is efficient in execution. In the end, Lehu functional beverage entered the public's field of vision with CBA and Functional TV advertisements. From the feedback of market effect, Le Hu has successfully gained a foothold in the beverage market, and it is a successful new product.

Domestic functional drinks are in the initial stage, with low market saturation and great development potential. After more than ten years, Red Bull has cultivated the functional beverage market in China and enjoyed the treatment of "one cow dominates" in the energy beverage market. Because some small brands lack marketing strategies, there is no second brand with a certain scale. Dali Group, a national food and beverage giant, has developed a "refreshing and anti-fatigue" functional beverage that meets the needs of young people.

In China, real functional drinks need to pass the strict examination and approval of health food by the State Administration of Pharmaceutical Products, which takes at least one and a half years. In the process of planning the listing of Le Hu, Hairun participated in the whole process from naming to strategy formulation and creative implementation. Long-term exchange and collision of ideas have also given us a deeper and more detailed understanding of customer needs.

The first is the naming of the brand. After the "Le Hu" scheme was put forward, it was quickly recognized by customers. Le Hu, the "tiger" is the king of beasts, symbolizing fierceness and tenacity, standing out from the crowd and reigning in the world; "Le" is positive, optimistic and approachable. Le Hu literally symbolizes happiness and strength, and interprets positive and energetic youth, which is the most worthy positive energy at present.

As a brand-new functional beverage, the spread of brand power and product power is equally important in order to open the market quickly. So we decided to make two commercials, two-pronged, corresponding to the brand height and functional demands, breaking each other!

In terms of brand promotion, we signed a strategic cooperation agreement with CBA, the most concerned basketball event in China, and used the influence of CBA to build momentum for Le Hu. In TVC's Lehu TVC CBA, we chose Yi Jianlian, Marbury, the most influential foreign aid in the league, and Wang Zhelin, a newcomer with the most development potential, to form the "Le Hu Team", organically combining the most exciting, explosive and positive game pictures of CBA with the product image of Le Hu, creating an unstoppable energy concept of Le Hu and creating momentum for Le Hu brand.

In terms of functional communication, in order to emphasize the daily effect of "refreshing and anti-fatigue" in Le Hu, the "Functional Chapter" creatively focuses on two typical consumption opportunities of young white-collar functional drinks, showing the functions of "refreshing and anti-fatigue" and "stimulating positive energy" in Le Hu.

The scene is set in gas stations, convenience stores and offices. The scene in the office is easy to solve, but the gas station makes the production team embarrassed! Safety is the first consideration, and the shooting time coincides with the two sessions. The gas station is more cautious. We have prepared a gas station in Hebei and rented a convenience store to build a gas station, both of which are not ideal. The former is not standardized in structure, while the latter is worried about the authenticity of scene restoration. The production department never gave up. Finally, the night before filming, we found a gas station that was completed but not put into use in the South Fifth Ring Road. In the early morning sunshine, we finished shooting the gas station.

"Function" pays great attention to details, such as the prompt of car refueling, the quick action of rotating chairs on the desk and throwing Le Hu at each other, which all reflect the functions and characteristics of the product. At the same time, the product is closely related to the scene, such as the rotation of Le Hu packaging index on the oil meter and the close-up of the product in the working document.

"Brand+Function", two TVCs, Le Hu quickly accumulated popularity and spread a positive brand image in a short time, which was favored by consumers.

Comments:

The brand is outstanding, the function is outstanding, and the advertising film is fast-paced, which fully shows the energy and power efficiency of Le Hu. Choosing to refuel at a gas station is a metaphor for Le Hu to replenish his strength. The overall style of the advertisement is similar to that of Red Bull. The slogan "Drink Red Bull when you are tired" highlights its functionality, while Le Hu's direct "refreshing, anti-fatigue and stimulating positive energy" also highlights the efficacy of the product, which can make use of the brand advantage of the mature brand Red Bull to let consumers know another choice of functional drinks. An excellent product depends on whether it can be recognized by the market.

Wang Qian

Adidas women's clothing series: in the name of sisters, do your best.

Case challenge

Adidas women's clothing series integrated advertisement is the first localized integrated advertisement aimed at female consumers in China. The main challenge is to increase the sales of Adidas women's sportswear, and at the same time improve the sports participation of women in China.

Although most girls in China took part in sports during their school days, they reduced their participation immediately after work. According to the research of media company Kailuo Media, only 3% of China women aged 15 ~ 24 will go to the gym. Most girls would rather go shopping, sing and eat dessert than exercise.

Therefore, the task of our integrated advertising is to awaken the sportsmanship of women in China, encourage them to exercise regularly, and take exercise as a part of their lives, not just occasionally. At the same time, we hope to convey to them the idea that Adidas sportswear is not only suitable for sports, but also can be worn after sports. The more girls take part in sports, the greater the demand for sportswear.

Business objectives

Within 90 days, the actual sales rate of Adidas women's series products reached 60%.

It can be detected by tracking store inventory.

Behavior goal:

Let more girls participate in sports.

It can be detected from Kailuo Media's "Semi-annual Tracking Research Report on Consumer Movement and Lifestyle".

Cognitive/attitudinal goals:

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

Through Huatong Luo Ming's follow-up research on the brand, we can find that:

Brand awareness of girls;

Girls' brands consider the degree of purchase;

Whether the brand image is suitable for women.

Creative insight

Through qualitative and quantitative investigation, we found that for girls in China, sports means "the best time, doing what I like with people I like".

For them, sports is not a competition, but a way to interact with friends to enhance their feelings. They are keen on playing sports with their sisters. Different from the traditional view of western women on sports, that is, sports is a professional core physical training, China girls pay more attention to the fun that sports can bring. They think that exercise can get happiness and enhance friendship.

"Girls' sports are professional physical training with strong competitiveness" is our stereotype of typical western women's sports advertisements. This insight makes us get rid of this stereotype, and we can get their songs with timbre and pictures that can reflect the real life of China girls without losing their inspiration.

Core creativity

Show the happiness and friendship that girls have when they exercise together, and show that it is cool to do sports.

Creative strategy

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

*** 1*** sisters;

***2*** The benefits of doing sports;

***3*** Suitable sports categories;

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

Street dance sisters in Nanjing;

Beijing's "dead flies" sisters;

Chengdu Parkour Sister * * * Parkour: only use your body and the surrounding environment to move forward and cross obstacles in the environment * * *;

Running sister in Shanghai;

Shanghai's boxing sister * * * is called Princess Boxing Club * * *;

Yoga sisters in Guangzhou.

Finally, we selected three groups of sisters to appear in TV commercials. These girls represent three sports categories that are attractive and inspiring to the target audience: street dance, running and parkour.

In this TV commercial, Hebe, a member of Taiwan Province Women's Day Group, joined in and invited girls from running, parkour and street dance groups to co-star. In the 30-second and 60-second versions, we see sisters enjoying happiness and enhancing friendship together. The camera shows the happiness, friendship and indifference of girls when they exercise together.

At the end of the TV commercial, Hebe asked the girls all over China for a shot, "This is my sister. What about yours? " Finally, the whole TV advertisement ended with the slogan "Do your best in the name of sisters".

This ending not only attracts consumers to pay attention to print, outdoor and digital media advertisements to learn more about Hebe and her sisters, but also shares their stories with "sisters" on the Internet.

Adidas' integrated advertising campaign tries to distinguish itself from its main competitors by:

Focusing on the different sports styles of China girls is more flexible and less competitive, which is different from the western market.

Pay attention to the sisters, tribes and social motives behind participating in sports.

The use of image ambassador Hebe is more mature and complicated than that of competitors. Because we apply Hebe to all aspects of the whole advertising campaign in an integrated way.

Quite measured, Adidas women's series products are successfully integrated into advertising works * * * reflected in TV advertisements and print advertisements * * *.

Make sports "cool".

media strategy

The media are 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 in universities, going to gyms and shopping malls.

Integrated advertising

On March 1, a series of integrated advertisements for women were released for the first time to celebrate Women's Day. This is also the first time that Adidas has released an integrated advertisement for women in China.

Integrated advertising

In addition to the generation and implementation of TVC, printing and outdoor creativity and strategies, we also launch integrated creative works through online and offline channels. Including:

public relations

Release event-On the day of the event, PR edited * * * to 8 1 media and 100, showing the style of combining sports and fashion, including more than 60 sets of mixed Adidas training, running, outdoor and tennis sportswear and the cooperation between Adidas and Stella Mc Cartney. Hebe, the ambassador of Adidas women's clothing series, participated in the activities with sisters from different sports.

Clothing Matching Catalogue-The 32-page catalogue depicts the lives of girls who exercise with their sisters and enjoy good moments. This book shows the main products in different seasons. At Adidas' event sites and stores, customers can request the catalogue.

Soft text-in "yoho! Girls, Ruili and Milk Sports Magazine continuously ensure the exposure and influence of advertisements through long-term advertising and cooperation with columns.

figure

Display advertising-600 million displays

The 60-second version of TV advertisements and shooting tidbits are put through pre-video advertisements on video websites.

The total * * * exceeds150,000 video playback.

Adidas Girls, the core advertising website of Adidas Women, invites girls to upload photos, send virtual gifts to sisters and share their stories. A total of 65,438+00,639 photos were uploaded and 77,538 virtual gifts were sent. Girls who share photos and stories can have the opportunity to travel to Phuket with their sisters for free.

@adidasgirls Sina Weibo-the official Weibo account for women's series interacting with fans all over the country-integrated advertising has brought 5 1 695 fan growth.

Retail end

We have set up a window, an APP wall, a display table, a SMU*** poster, a cashier and an adipure football shoe wall in the store.

We also set up offline activities for consumers in the store, such as the "Sister Photo Gallery" activity. Consumers can go to Adidas stores with their sisters and take photos with the preset sports background frame. Then edit it, download it to your own device and share it on social networks; Or you can just print it out and take it away to share with your sisters.

sport marketing

Main vision-The main vision covers the walls, foregrounds, classrooms, running areas, free strength areas, dressing areas, rest areas, aisles and elevators of 53 gymnasiums in China.

Gym Numbers -60-second TV commercials are broadcast on indoor TVs in 53 gyms.

Gym expansion-New fitness programs * * * "Dance and Training Program 3" and * * * * Running Program were added, and one * * * reached more than 65,438+000,000 target consumers and products for trial and promotion. Campus Workshops and Infiltration —— There are 320 PE teachers and more than 40,000 students in 85 universities across the country.

Final effect

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

Results: The actual sales rate target of 6 1% of Adidas women's series products was achieved within 90 days. And within 60 days, the sales target of "the actual sales rate of Adidas women's series star products * * * and clothing products * * * specially displayed in TV advertisements and print advertisements reached 9 1%" was achieved. Most importantly, the store sales rate of women's series products in March increased by 28.4% compared with the same period of last year; Adidas women's clothing business has increased by 40% compared with last year. * * * Source: Asian Sports Magazine * * *

Behavior goal: Let more girls participate in sports.

Results: After the integrated advertisement of Adidas 20 13 women ended, according to the report of media agency Kailuo Media, compared with last year, the sports participation of women aged 20/KLOC-0 ~ 24 in China has been significantly improved:

The proportion of badminton participants has increased by 28% compared with last year;

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

The proportion of participating in bicycles has increased by 6% compared with last year;

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

The proportion of jogging increased by 7.4% compared with last year;

The proportion of swimming participants increased by 9.8% compared with last year;

The proportion of table tennis participants increased by 4.8% compared with last year;

The proportion of yoga participants increased by 5.7% compared with last year.

There may be many reasons for the increase of women's participation in sports in China, but we still believe that Adidas' integrated advertising for women will help women to increase their participation in sports. The reason for this is the following：

By searching in Weibo, I found that many consumers mentioned "Adidas and Hebe encouraged me to do sports".

In this integrated advertising period, Nike reduced its investment in communication funds for the women's market compared with last year. * * * Kailuo Media * * *

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

Cognition/attitude

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

Results: One week before and one week after the launch of the integrated advertisement in March, the investigation by Huatong Liu Ming showed that the brand characteristics of Adidas among girls and the promotion of brand consideration were the direct effects of the integrated advertisement on women.

Even if the promotion ratio of the two is small, the significance is very important-because it only marks the change of the target audience's cognition and attitude within one week after the end of integrated advertising. Huatong Luo Ming also said in its research report: Compared with the industry benchmark, this progress is remarkable.

It takes time to change brand awareness and attitude. Within a week after the end of the advertising campaign, the positive changes in the cognition and attitude of the target audience show that integrated advertising is actually effective.

Among girls, brand awareness rose from 64% to 69%, an increase of 5%*** One week after the end of integrated advertising.

Among female students, the degree of brand consideration increased from 38% to 4 1%, which increased by 3%*** percentage points one week after the end of integrated advertising.

The number of girls who agree that "brand image is suitable for women" has increased from 25% to 29%, and it has increased by 4%*** percentage points one week after the end of integrated advertising.

The success of Adidas China women's integrated advertising in selling and changing consumers' cognitive attitudes and behaviors makes Adidas regard it as a gold medal analysis case all over the world.

Furthermore, as a vote to boost confidence, Adidas once again allows women in the China market to fully implement and develop integrated advertising, and the advertising budget will also increase.

Faced with the slow economic growth in China and the recent decline in market share and brand characteristics reported by competitor Nike * * * Source: Campaign Asia magazine * * *, the effect of integrated advertising of Adidas 20 13 women's series proves the success of its strategic thinking and creative execution.

JensMeyer, vice president of China Marketing Department of Adidas, said: "It is a great progress for Adidas brand to launch such a completely localized open TV advertising campaign targeting only women in a single market and in an event-free year. 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, the integrated advertising of 20 13 women's clothing series is a big project. The result of integrated advertising will determine whether Adidas China will have the opportunity to continue to implement integrated advertising created locally in the future. Fortunately, this integrated advertisement has been a great success.

Comments:

Adidas China women integrated advertising to change consumers' cognitive attitude and behavior as the core strategy of advertising activities, which awakened the sports spirit of women in China, encouraged them to exercise regularly, and regarded sports as a part of life rather than just occasional sports.

The core idea of "give your all in the name of sisters" shows the happiness, friendship and "cool" feeling that girls have when they exercise together. Choosing Hebe, a member of SHE, as the product spokesperson and taking Hebe as the core of the picture can quickly catch the audience's eye, which not only echoes the main idea of the product, but also brings out the vitality and fashion atmosphere that the product itself wants to convey. Convey the deep friendship between the two sisters. While interpreting friendship, it also conveys the distinctive fashion design style and fashionable collocation to consumers. In this way, the ideas conveyed by brands and products will be presented to 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, we should implement creative strategies in printing and outdoor, and actively change the cognition and attitude of target audience in public relations, Internet, retail terminals and so on. It shows that integrated advertising is actually effective. Integrated advertising effect of adidas 20 13 women's clothing series

It proves the success of its advertising strategy and creative execution.

-Chengsai

Contemporary women, out of the traditional bondage and imprisonment, are experiencing the beautiful years of youth in their own life, and their * * * and vitality have been fully demonstrated! Accurate case positioning, fully grasp the characteristics of the industry and brand personality, and guide the target group to sing in the name of sisters. Highlight the core value of the brand and advocate a positive and healthy living condition. At the same time, it is perfect to integrate Hebe into it in a gentle and unobtrusive way, which has a strong brand appeal. Therefore, brand cases are unified and complete in creative concept and form presentation, and have certain category reference value!

-European cases

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