The cases of outstanding brands taking advantage of Double 12 promotion are here

For the operation partners, the activities at the end of the year are too intensive. Double Eleven has just ended, Double Twelve is coming soon, and there will be Christmas, New Year's Day, and Spring Festival. Operations Wang's brain is going to freeze! ! Today, the editor will take stock of the outstanding cases of Double Twelve in previous years and this year, hoping to bring some inspiration to friends. 1. Warmth style. JD.com chose the warm style for Double Twelve in a certain year. In this set of advertising copy of JD.com, the advantage highlighted is - "JD.com delivers thousands of products to your home within 2 hours." You may be watching a football game with your friends and don’t want to miss a wonderful goal just to buy a beer; you may be working overtime for a long time and have no time to order a takeaway; you may just want to have a carnival without a hard finish; you may have a rare Time to spend happy time with the people you love most. And Jingdong Daojia can help you realize these. Moreover, it is expressed from a perspective outside the window, which embodies a sense of ordinary reality. Wanhe once made a touching short film - "Dad is a Big Liar". In this video, a father who is busy with work and socializing has no choice but to neglect the contact with his wife, parents, and daughters. The family also understands the busy dad very well. They even think that every time his father works overtime and socializing is for The family can live a better life, but sometimes, they also hope that their father can take some time for themselves and their family, because "the family needs your hard work, and it also needs your company." No matter when, playing the warmth card is important It is a very good choice. Nowadays, people's lives are becoming more and more impetuous. Many people work alone in big cities and spend less time with relatives and friends. Warmth advertisements can often arouse the softest part of people's hearts, and their The audience is very wide, whether they are born in the 70s or the 90s, they can find themselves in every touching story. 2. Interesting Taobao once filmed an advertisement during Double Twelve of a certain year - "Taobao is fun" "1212, Taobao is fun; 1212, Taobao is fun together." I have to say that this melody is quite magical. . This commercial for "Tao Lao Qu Qu" is actually a music video, and Taobao even premiered the song on Xiami. In this MV, the otakus are not slovenly, but "scrounge" parts to show the charm of black technology. Even the goddesses are impressed by their imagination. Girls who love bags so much are happy just to buy bags. There is also the willfulness of foodies to "eat a pound" in order to buy something. There are also street game masters who can "hunt" for high-energy items at any time. We can see that although it is an advertisement, it is not as blunt and boring as traditional advertisements. On the contrary, it promotes the Double Twelve themed event to users in an interesting and trendy expression and content. This year’s Double 12 theme is “Have fun shopping”. You will find that the entire video does not mention any information about Double 12 discounts. What it shows is just trendy men and fashionable women from various fields enjoying Double 12 discounts. Twelve had fun. Don't talk about promotion, just highlight the feelings, that's enough. It is obvious that Taobao targets young and trendy consumers during Double 12. Internet buzzwords such as “black technology”, “snake disease”, “toxic friends circle” and “high energy ahead” frequently appear in the video. Zi has narrowed the distance between young people who love to play, love to eat, and love to buy bags, and conveys the core concept of this year's Double 12 - shopping for fun. There is also a matching, eye-catching poster of "Having Fun". (This poster is poisonous, right?) Meizu also shot interesting advertisements. On the eve of Double 12 last year, while Meizu announced the Double 12 price reduction information, it also produced a small advertisement. After some design, the small advertisement, coupled with trendy models, looked quite high-end. Not only that, it would be a waste to design such a trendy small advertisement. Therefore, Meizu also specially recruited parkour masters and shot a short video of parkour masters posting small advertisements on the streets. The combination of parkour and small advertisements has a unique trendy feel. No matter how high-end the small advertisement is, it is still a small advertisement in essence and cannot be posted randomly. It is commendable that Meizu specifically emphasized at the end that it is everyone's responsibility to protect the city's appearance, and it has torn down all the small advertisements.

There are more and more advertisements nowadays, and people’s tolerance for advertisements is getting lower and lower. Many people will not take the initiative to click on the advertisements to watch them. Therefore, the advertisements are becoming more content-oriented and interesting, and the products and activities they want to promote are combined with Presenting it in an interesting and lively way can often reduce the audience's rejection. If the content is interesting, the audience will take the initiative to forward and share it, achieving the effect of widespread dissemination. 3. Sensory type We have mentioned in the previous Double Eleven shopping copywriting that good copywriting should stimulate the senses of the audience. Copywriting can't just "hold the grass" and go around the world, but has taste, aroma and touch. This year's JD.com launched the "Double Twelve Warmth Festival" to capture people's desire for warmth in winter. Looking at this soft scarf and steaming hot pot, don’t you want a copy of the same style? This short video depicts several typical winter scenes, including hats and scarves that are essential when traveling in winter; warm stoves, health tea that is always in the hand, and hot pot, which is the first choice for winter gatherings. These scenes are very easy for the audience to immerse themselves in, expressing the warmth that people long for most in this specific winter festival. The biggest advantage of sensory advertising is that it can quickly put the audience into the scene, helping the audience to quickly construct the corresponding picture in the process of reading text or watching the video, and put themselves into it. With the substitution, it is naturally easier to generate excitement. , It is naturally easier to chop hands if there is a *ring. 4. Activity-based The game rules of this year’s Taobao Double 12 are still as complex and difficult as this year’s Taobao Double 11. However, netizens’ purchasing power has not decreased at all. Rabbit has not yet figured out how to play. Taobao and Alipay mutual aid groups can be found everywhere on Weibo. Out of curiosity, Rabbit also went to Taobao's Double 12 - "National Treasure Hunt" to have a look. As long as you collect 5 kinds of treasures in this map, you can draw red envelopes. As long as you collect 40 kinds of treasures before Double Twelve, you can get Double Twelve red envelopes. If you collect 50 kinds of treasures, you can draw Taobao King customized gold bars. Just like Monopoly, every time you throw a sieve, you can randomly get a number of steps forward. If you have a chance to get a treasure, you can throw a sieve every 30,000 times of energy. To get abilities, please see the right side of the picture below. It's like returning to the fear of being dominated by the Double Eleven building. In addition to Taobao’s gold bar collection activity, Koala Overseas Shopping has also launched the “National Koala Raising” activity. On the activity page, every koala user can adopt a baby koala and receive leaves to feed their own koala. , the more leaves collected and consumed, the higher the koala will grow. When the koala reaches level 15, you can participate in the grand prize sharing. Event planning is an essential skill for operating Wang, and events are also the best way to increase user activity. Activities are an interesting and stimulating way of publicity. Activities can not only improve user interaction, but also expand communication. When we participate in activities, we often find that most of these activities require "friends' help", which is the "discussion" we often use when planning activities - sharing fission. This kind of fission-driven behavior based on interests can often achieve Very good communication effect. It is worth noting that the key factor for the success of an event is not only whether the form of the event is novel and interesting, but also whether the benefits of participation and sharing can impress users. 5. Benefit-based advertisements are the most popular among consumers. They show the benefits provided to consumers in the most straightforward way. Let’s take a look at last year’s Double 12 event of UnionPay Cloud QuickPass – “UnionPay Half Price Subsidy Festival”. Whether it’s a supermarket or an e-commerce company, whether it’s JD.com or Meituan, whether it’s Starbucks or Burger King, the UnionPay Half-price Subsidy Festival fully covers food, clothing, housing and transportation, which is to help consumers bear half of the price. The short video also uses a straightforward, ridiculous and magical way. This is a way to highlight the benefits of UnionPay’s half-price subsidy. The effect of this profit sharing activity is also very good. Report on the first day of Double 12: The number of new users of Cloud QuickPass APP exceeded 1 million in a single day, and the daily activity increased 4 times year-on-year. After the event, many users continued to use Cloud QuickPass. APP.

Benefits are often the most direct factor that impresses consumers. Double Eleven and Double Twelve have now formed a fixed image in people’s minds. “Big Sale” and “50% off” are their labels, but now “Double Eleven” "Eleven" and "Double Twelve" often have too many routines, and consumers often complain that "there are too many ways to play and too complicated" and "the actual discount is too small", so "UnionPay Half-price Subsidy Festival" is "real" and " "Sincere" offers are more likely to attract users. Summary Nowadays, the public’s tolerance for advertising is getting lower and lower. Ads without themes will only arouse consumers’ disgust. Therefore, today’s advertisements are gradually becoming more content-based. While promoting products and brands, they also deliver some theme content to consumers. , attracting consumers through warm or interesting content will not cause disgust and is more conducive to communication. The order of hearing is often not judged by age, and the same is true for competition among competing products. After all, it is common in the long river of history for the former wave to be washed away by the later wave on the beach. In the era of big data, data analysis has become the core competitiveness. As the saying goes, "Know yourself and the enemy, and you will never be defeated." Through professional Douyin data analysis, you can not only understand the latest gameplay in the industry, but also learn the popular "routines" of your peers, getting twice the result with half the effort. The big clue data platform collects the most data on the entire network and has comprehensive functions. It provides video rankings, live broadcast analysis, e-commerce data analysis and other services, which can help experts, merchants or MCN organizations better create and operate short videos. . The most important thing is that all functions are free and open to use.