Case analysis of media advertising marketing promotion

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A Case Study of Media Advertising Marketing Promotion —— Sumeijia: Elegant Blooming on the Big Screen

Tell the Lord: Sumeijar

Advertising Agency: CCTV 3D Film Media Group

Today's infant product market is mixed, especially in the case that the domestic infant milk powder market is not clear, all families try their best to find breakthrough opportunities in the "fourth baby boom era" in China, 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 bombard the mainstream TV media in turn, it is still difficult to tell the winner. Meisujiaer has quietly become famous among mainstream urban consumers, especially young and high-end mothers.

On the big screen, in outdoor buildings, Meisujiaer has always been approachable, accurately entered the hearts of consumers, and branded the spirit and concept of the brand in every beautiful moment when life began.

One: At the beginning of the "four beauties" of life, the calmness of life comes from elegant care.

Good advertising can be deeply rooted in people's hearts, first of all, from the excellent creativity of advertising itself. Excellent advertising ideas, only those that best meet their own positioning, there is no fixed rules and regulations.

In February, Sumeijia upgraded the advertisement for new clothes on the market, and 60-second TVC mainly promoted the emotional creativity of sensibility, easygoing and nature, and skillfully integrated the growth process of life from gestation to 6 years old with four series of products into four movie bridges, becoming a complete micro-story, conveying the concept of new clothes on the market to consumers without trace, which can be described as killing two birds with one stone.

These beautiful, vivid, warm and touching pictures, coupled with the beautiful and distant background music and the warmth of the first-person advertising subtitles, stimulate consumers' innate emotional positive energy for the first time, which is easy to make them feel intimate. In the extreme viewing environment of high-quality cinemas, the effect is better.

"Baby, from the first moment I saw you, I knew that the journey of growing up was wonderful because of you." Talking about the "four beauties" at the beginning of life before the official start of childhood-the joy of pregnancy, the touch of learning, the accompanying laughter and the freedom to run, these are calm and elegant for the main audience of the film-/kloc-the mainstream urban young and middle-aged consumers aged 0/8 to 40, flowing quietly like a classic focus plane, melting into it silently and quickly like snowflakes, and even unforgettable.

Two: big screen, alternative or mandatory?

During the Mid-Autumn National Day and Valentine's Day, Su Meijia placed pre-screening advertisements around nearly 200 high-quality cinemas in the national 12 mainstream consumer cities through the CCTV stereoscopic film media "screen giant array", which formed a strong "all-cinema, all-film" crowd accurate coverage and achieved good brand communication effect.

So, why the film media? Why do more and more advertisers choose the big screen to spread the brand deeply? What kind of media is the film media?

1. The high-speed and stable development of China film market is the premise.

The box office and the number of people increased steadily, and the growth rate remained above 30%. It is the "golden decade" of the rapid development of China film market. High-quality cinemas have sprung up like mushrooms after rain, and the continuous development and diversion of cinemas have spread the movie-watching craze all over the country, which has also created the normalization of movie schedules.

Judging from the trend in the past three years, the overall steady growth of box office every week has brought a steady growth trend of box office every month and even every quarter, with an average increase of more than 30%. In terms of movie attendance, the average monthly attendance rate has reached 5 1 140000, up 32% year-on-year.

Mature work and rest time is all over the year, and the traditional light work and rest time rises, and the work and rest time fades out to become a trend. 14 maturity, on the one hand, the single-issue box office has increased, and the time period has also been extended accordingly. For example, the box office output of 100 day is 6.8 billion yuan. On the other hand, the box office gap between the off-season and the traditional peak season is getting smaller and smaller. For example, in March and April of spring, the total box office exceeded 3 billion, and the traditional off-season realized a "gorgeous turn" and became a veritable youth inspirational file.

The liberalization of the market has brought about the normalization of the schedule, and at the same time, it has given the audience full "choice". With the increasing number of normal people watching movies, watching movies has gradually become a normal way of cultural entertainment and leisure. The future trend is that the box office and the number of people will become more and more stable throughout the year, but the box office base will still rise steadily, thanks to the favorable trend of the whole market.

2. The consumption characteristics of fixed-scale moviegoers are fundamental.

Watching movies has become a rigid demand of Chinese people. Movies are the greatest embodiment of the spirit of entertainment. In the era of more and more pursuit of quality and leisure life, movies are everywhere, and the topic of movie detonation has become an indispensable talk for people after dinner. So far, 470 million people have been watching movies. In the first half of this year, the number has reached 3 1 10,000, which means that more than 50 million people are watching movies every month on average, and a normal movie-watching army has been formed.

Movie audiences have the quality consumption characteristics of "three highs and three strong". According to the Survey Report of Movie Audiences in China consulted by Ian, there is a big difference between movies and TV in audience attributes, and movie audiences obviously present the characteristics of "three highs and three strong". And compared with TV, the audience is more accurate.

"trio" 18 ~ 40 years old city leading consumer groups, the fourth baby boom and fixed audience. They are the absolute main force of watching movies, and their consumption characteristics coincide with the entertainment, vanguard and topical characteristics of movies. Movies have been integrated into their lives; Cinema has become their first choice for entertainment and leisure, which has produced agglomeration effect. The cinema media platform combines the contents of fashion, youth and entertainment, creating an accurate advertising appeal environment for a brand like Meisujiaer, which is trying to open its popularity as soon as possible. In this communication situation, we can integrate the brand into the elite lifestyle, establish a harmonious relationship with the elite movie crowd at the right time and place, grasp the minds of the elite crowd, change the communication context, and establish a deep understanding and brand awareness of the brand.

Since the fourth "baby boomer era" in China, parents are basically the potential population of the post-80s and post-90s, which is highly coincident with the regular audience of movies. For these audiences, watching movies in the cinema is not only an act of watching movies, but also a good way of entertainment and leisure. Watching advertisements like watching movies can get a consumption orientation that conforms to its quality orientation, and infant milk powder advertisements featuring warmth and emotion cards can attract them more. Why not?

In a word, with the continuous development of the film market in China, movies will become more and more a normal form of cultural entertainment, attracting more people to watch movies and cultivating them to become regular audiences, thus driving the rapid development of cinema terminal-related industries. In the new media environment, the pre-screening advertisements in movie media will attract more and more advertisers' attention.

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

The scarce resources of 10 minutes and the closed environment of the cinema promote the maximization of advertising effect. According to CTR survey data, moviegoers usually enter the cinema 5~ 10 minutes in advance, which coincides with the scarce resource attribute of 10 minutes pre-screening advertisements, ensuring the accurate coverage of advertisers. As a new video media, the unique high-efficiency characteristics of the big screen-the strong audio-visual shock in the closed space-time fantasy and the excellent quality of the advertising creativity itself, coupled with the accurate audience acceptance, can maximize the single advertising effect emphasized by the film media.

The great charm of the core high-quality resource combination. High-quality cinemas are usually located in the core business district of mainstream consumer cities, which has the absolute geographical advantage of terminal consumption. Choosing high-quality cinemas with "ticket warehouse cities and core business districts" for delivery will obviously promote the accompanying consumption and peripheral consumption of cinemas on the basis of the unique communication advantages of the big screen itself. On the whole, this is a direct and in-depth communication to lead the consumers of fashion entertainment, and it is the best embodiment of the entertainment communication demand brought by the rich content platform.

To sum up, in today's film media, the actual value is greater than the market value. If we possess it first, we will gain an extraordinary and unique sense of experience and seize the opportunity of mainstream new media in the future. As a result, the value of pre-screening advertisements has been paid more and more attention by cinemas and advertisers, and audiences have increasingly favored this unique form of advertising communication, so large screens naturally become a necessity.

label

The report from Shangdao Women's Consumption Research Institute shows that in recent years, the infant formula milk powder market in China has developed rapidly with a double-digit annual growth rate, and the consumption of infant formula milk powder is on the rise. Meisujiaer chose CCTV 3D film media and other high-quality cinema media to spread the brand deeply, and the audience gained extraordinary experience, gradually established their preference and loyalty to the enterprise, and the enterprise obtained good advertising effect (the advertising creativity was praised 9 1%, the memory was 8 1%, the brand preference was improved by 77%, the purchase intention was improved by 80%, and 4 1% of the audience presented it.

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

Comments:

For young parents, the birth of a new life is full of joy and romance. They want this little life to continue the blood of the family, so the healthy growth of the baby can't 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, and parents can provide any life needs. Gradually, God began to become a little overwhelmed, and choosing the right milk powder became a careless thing for parents. The brilliance of the cinema line has created a good opportunity for Sumeijia to meet her young parents unexpectedly. The 60-second TVC mainly promotes the emotional creativity of sensibility, easygoing and nature, skillfully integrates the growth process of life from gestation to 6 years old with the four series of products into four movie bridges, and coherently becomes a complete micro-story, conveying the comprehensive information of product nutrition to young parents without trace, bringing them surprises and finding ways to breed new life and grow healthily. The positioning of advertising media is accurate, the psychological analysis of the audience is appropriate, and the link between products and consumers is warm, cordial and natural, which can be described as the organic unity of art and marketing.

-Chen

Case analysis of media advertising marketing promotion Two Pumas: Taiwan-wide advertising exclusive day

Case background

In April, Puma launched a brand-new running shoes series, which is different from others. With cutting-edge technology, PUMA has created a series of running shoes that can follow the gait. Creative functional running shoes with changeable feet.

This kind of pioneering work can be described as the progress across the ages in the history of running shoes. So how to tell the audience about PUMA's pioneering work and attract the audience to pay attention to new technologies and running shoes has become the primary task and problem of media promotion.

marketing goal

Objective: To publicize the innovative selling points of products and quickly enhance their popularity on the Internet.

KPI: exposure &; Click the volume; Estimated PV: 2 442 651266; Estimated hits: 5 565 438+08 264

target audience

The main group of puma brand is young people who love sports.

I am curious about new things, able to accept all kinds of information, like to show myself, advocate freedom, be full of energy, love sports, and be full of dreams and hopes.

execution time

April18 ~ May 3 1

Creative expression

The advertisement in rich media with dynamic special effects covers all the contents browsed by all target users. Packaging the terminal resources of Taiwan, and creating a "exclusive day" communication mode in the form of advertising services throughout Taiwan.

All advertising materials combine products with gorgeous dynamic effects full of science and technology, and create "the crystallization of speed and technology" by overlapping the brands of PUMA+PPTV.

Communication strategy

Media channel insight:

According to the customer audience and the user characteristics of the platform, it is concluded that the users who are suitable for the target audience are 15~28 years old, who are active in PPTV web pages and many different terminals. Interested in all kinds of content, covering first, second and third tier cities, with strong purchasing power.

Brand opportunities:

The target group can accept new advertising forms well, and creativity is the most interesting and buzzing content for this group.

We need to make online advertisements like TV advertisements, and make advertising products with visual impact and direct impact on users' hearts through large-format rich media advertisements.

Execution process

PPTV joined forces with the planning department, sales department and product department to brainstorm and open up a series of creative advertisements specially designed for Puma.

Continue to spread product selling points with a series of advertising ideas. Repeatedly attract users' attention through the "exclusive day" of the whole station. The first thing is the split advertisement on the first screen of the home page. This advertisement combines the characteristics of PUMA running shoes, and exposes the brand-new technology and slogan of running shoes by rolling the screen with running shoes. With strong visual shock, it successfully attracted the audience to focus on running shoes and new technology.

Secondly, the focus map of the home page is introduced to synthesize creative advertisements such as the dynamic running posture of PUMA running shoes.

Effect summary

1. Brand TA: 20-40 years old people (mainly men) Promotion goal: to publicize the innovative selling points of products and quickly enhance the popularity of products on the Internet.

Evaluation tool: PV & amp； Click to evaluate whether the estimated value has been reached.

2. This promotion, mainly in eye-catching advertising space, opened up exclusive creative advertisements with strong visual impact, won as much as 3 billion exposures for the brand, nearly 7 million clicks, and the advertising completion rate reached 1.26%, exceeding the promotion task!

Comments:

Puma uses cutting-edge technology to create innovative functional running shoes, which can expand and contract with the gait of the foot. How to tell the audience about Puma's pioneering work is the primary task of media promotion.

PUMA MOBIUM's elite speed and the crystallization of science and technology-the promotion scheme of exclusive day is unique, making full use of the rich media form of online advertising. The home page "Running shoes break the screen", a highly visual impact and infectious display form, fully shows the sense of science and technology of PUMA running shoes and successfully focuses the audience's attention on new technology running shoes.

Internet rich media has the characteristics of strong interaction, large amount of information and fascinating, which opens a door for advertising creativity. How to innovate in advertising, provide more rich and multi-sensory contact opportunities and exquisite creative display, is worthy of every advertiser's in-depth thinking.

In terms of media broadcasting channels, by including all the terminal resources of Taiwan and covering all the contents browsed by all the target users, the "exclusive day" communication mode in the form of advertising service in Taiwan has been created, which is worthy of recognition and vigorous promotion.

-Chengsai

Innovation is the endless power of mankind! As an indispensable tool in people's life, shoes play an indispensable role. As far as shoes are concerned, there are many categories and their functions are quite different. As one of the representatives of sports shoes, Puma shoulders the responsibility and mission of leading the development of the industry. In this case, Puma's latest scientific research crystals are shaped and disseminated in an intuitive form, and good established goals and expected results have been achieved. This is a good example.

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