Analysis of advertising marketing case strategy?

The design of case analysis plan needs to determine the details such as data source, analysis starting point, analysis tools, template tools and

Analysis of advertising marketing case strategy?

The design of case analysis plan needs to determine the details such as data source, analysis starting point, analysis tools, template tools and contact information. Then the following is the relevant content I have compiled, hoping to help you.

Head & Shoulders: A Brand-new Interactive Communication between the Powerful Teams in PPTV Super League

Head & Shoulders Power School is very popular. On this basis, what we should consider is how to further extend the brand promotion route and effectively strengthen the image and status of the brand strength school.

marketing goal

The strong exposure of Head & Shoulders products enables the brand concept of strength school to effectively penetrate into the target consumer groups.

target audience

Most consumers who buy Head & Shoulders are white-collar workers and students. Most of the consumer goods made by P&G for Head & Shoulders are urban young people to satisfy their psychology of pursuing fashion.

Analysis of regional characteristics of consumers: Head & Shoulders occupies a major market position throughout the country.

execution time

April 26th to June 30th.

Creative expression

As a powerful sports platform, PPTV launched two major sports events during the promotion period, namely the Premier League and the World Cup budget competition. The audiences of the two major football events are very consistent with the brand audience. In addition, the elements such as * * * and victory in the football match itself are completely consistent with the concept of strength, which is more conducive to the export and penetration of brand ideas.

Communication strategy

Through insight into the football watching and social psychology of fans. By using languages close to users' acceptance, such as "strength school", "fierce words" and "begging for support", users can be stimulated to pay attention to and discuss the strength school of Head & Shoulders.

Create a "Head & Shoulders-Premier League Strength School" with events as its content and creative interaction as its highlight.

Execution process

Bundle two major events to start creative advertising, and organically combine the concept of strength with the form of advertising.

Creative advertising forms: pc-side Premier League games-situational advertising, interactive question and answer, crazy patch.

Three-terminal hard and wide orientation: all-platform Premier League matches+World Cup preliminaries patch release, web page+customer homepage, client-side movies, variety shows, sports channels hard and wide release, iPhone focus map+boot big picture high exposure presentation.

Effect summary

Total page views PV16159913875.

Total hits CLICK82 17458

Comments:

Head & Shoulders, as an international dandruff care brand, has been leading the trend of scalp care. The new interactive communication scheme of Head & Shoulders PPTV Super League Power College adopts the dual combination of Sports Power College and Anti-dandruff Power College, bundling two major events to put creative advertisements, which is close to the demands of young, confident and fashionable men featured by Head & Shoulders and highlights the brand proposition of Head & Shoulders Anti-dandruff Power College.

It is worth mentioning that, as a powerful sports platform, PPTV's heavy sports events launched during the promotion period are Premier League and World Cup budget competitions respectively, and the audience of the two major football events is very consistent with the brand audience. Premier League is the most competitive stage, and the strength competition of players echoes the strength of brand dandruff.

David ogilvy once mentioned in his book that a good advertisement is a work that sells its products without attracting public attention. At present, Head & Shoulders still lacks in transforming advertising influence into market purchasing power. Facing the direct attack of strong competitors, Head & Shoulders has a long way to go to further extend the brand promotion route and form effective market purchasing power.

-Chengsai

As a well-known brand in China, Head & Shoulders has a certain market and consumer base. It is very important to give the target group what it wants after positioning it and spreading it. This case combines the Premier League events as the carrier, and then carries out a series of communication infiltration and display, which should achieve the established effect and expected goal of communication.

-European cases

Two marketing strategies of Hisense's "China First" European Cup were announced.

One afternoon at the end of the year, an opportunity was presented to Hisense: Will the world's top sponsors of the European Cup do it? Just 65,438+00 hours later, Hisense became one of the top ten sponsors of the European Cup in 2065,438+06, and the first China brand in the 56 years since the European Cup was founded.

This is the fastest decision-making and largest sponsorship in Hisense's history. Hisense summed up and evaluated this sponsorship with "epoch-making significance", and "value-added" became Hisense's greatest affirmation of this sponsorship.

First of all, "China comes first"-simple advertisements are the best advertisements.

Hisense's brand construction has always lagged behind the development of enterprises, its brand influence is not as good as that of enterprises, and its marketing is weaker than sales.

One of the most important reasons is that Hisense has never implemented a massive brand marketing campaign so far. Compared with first-line brands such as Gree, Haier and Midea, they did not seize the opportunity to complete brand awareness education when the brand was rapid, the media was relatively concentrated and the cost was relatively low.

Therefore, Hisense has been looking for export opportunities to build overseas brands and stir up the domestic market: sponsoring the Australian Open, German Schalke 04 Team, F 1 Red Bull Team and nascar racing, USA. ...

According to the global survey of China's national image conducted by China Foreign Languages Bureau, Hisense ranks seventh among overseas respondents in their familiarity with China brand. It can be seen that these sponsorships have indeed improved Hisense's brand awareness and market share, and brought positive promotion and promotion to sales. South Africa, Australia, the United States and other regions with rapid sales growth are all the results of brand income.

But we have been waiting for a bigger opportunity.

This day has finally come: the European Cup!

As one of the three major events in the world, the European Cup is more like a common language. The world's top sponsors enjoy the most classic LED placement advertisement on the venue side. As UEFA provides live broadcast signals in a unified way, the advertising rights are centralized and guaranteed.

The first China sponsor, the domestic football craze, the 20 16 Sports Year ... many factors are superimposed, and the result of the explosion is predictable. This is why Chinese characters appear 2-4 times in each scene.

Hisense people think this way: the biggest output of the European Cup is the brand's unique "IP". The best ecology of advertising is to spread to social media, news discussions and a large number of dissidents. The discussion and even the attack itself will attract more people to pay attention to this advertisement. This is the best effect of advertising-"ecological closed loop".

Therefore, the brand department of Hisense Group began to plan from the beginning of 20 16:

1. Lock in parent brand's carrier "Hisense TV", ranking first in China and third in the world with 13, which is worthy of Hisense's "talking";

2. Study the advertising rules of France and UEFA-do your homework on advertising words. In March this year, when the Hisense team visited France, they found this advertising word which was never allowed to be used in China when they landed at the Paris airport.

3. Pay attention to how the advertisements of other established sponsors will be played.

The advertisements originally designed by Hisense include: Hisense Defined TV, China Hisense World Hisense.

However, after a sponsor meeting, it was found that compared with Coca-Cola, Adidas and McDonald's, Hisense's initial planning was too satisfactory.

Adidas' advertisements are: First, never follow * * * * First, never follow * * * * *; Carlsberg "may be the best beer in the world" * * * the best beer in the world * * *; Turkish Airlines is "the best airline in Europe" * * * meets the best in Europe * * *. Everyone has chosen this kind of advertising language that can cause controversy and form topic marketing. We began to reflect: the "first and best" simple advertisement may be the best advertisement; At the same time, there must be social topics, that is, planting the seeds of IP. To this end, Hisense decided to abandon the mediocre appeal of "Hisense ULED TV" and implement 360-degree all-round marketing with social media as the main body to empower emerging markets.

Therefore, we analyzed and studied the time of 565,438+0 games and the domestic and international ratings forecast, and finally determined that the best time for Chinese characters to appear was the opening match, the first elimination match, the first semi-final match and 9: 00 pm Beijing time. This strategy was finally proved to be correct.

Why did you play first? Hisense TV 13 ranked first, and 13 brand index ranked first! This is a fact. With such a good international platform, there is no reason not to publicize it.

In addition, according to the positioning theory, communication "first" is the most effective way to build a brand. In the minds of potential consumers, they think that "first" is superior to other brands. Consumers are hesitant and have the herd mentality of seeking "other people's evidence". Hisense must dare to position itself in the industry. In fact, the color TV industry has not won the first place in brand recognition. The recognition and orientation of "First" is of great significance to the future development of Hisense.

According to the rights and interests, sponsors can use three brands. In the planning, we chose to make Rong Sheng appear in high density after Hisense's visual fatigue. Since Rong Sheng is only sold in China, it simply gives up the English standard Dragon God and only uses Chinese characters. In addition, Rong Sheng recently re-launched Wang Mingquan as the image spokesperson, and continued the advertising language 28 years ago. At the European Cup, Hisense hopes that this emotion can also be continued. Therefore, the slogan of the second brand is defined as "Rong Sheng Rong Sheng Quality Assurance".

Every success can't be separated from time, place and people. Thanks to the world wave barb of "Swiss Messi" Shakiri, he created the best goal in this European Cup and also created the "voice barb" of China netizens. The topic of Weibo was exposed by 62.59 million in just six hours, and netizens lamented "I think of the Rong Sheng refrigerator in the audience". The audience rating of the scene in CCTV is 2.9%, reaching the audience rating level of the phenomenon-level variety show. Some people commented that this was a goal worth over 100 million yuan.

In the subsequent knockout, Hisense quickly adjusted the content of the advertising page according to the online comments, and changed the knockout to "the only quality of Hisense TV"; In the semi-final, it was changed to "Hisense TV sales ranked first" to explain why it was said that "China was the first".

Advertising words such as "Hisense TV is the first in the country", "Hisense TV quality is the first in the country" and "Hisense TV sales are the first in the country", which are explicitly prohibited by China Advertising Law, have quickly become hot topics in new media through the live TV broadcast of the competition, and Hisense's exposure has doubled. Marketing experts believe that Hisense's "first" communication in the European Cup is a textbook-style wonderful plan.

Second, play social media, from audience to host.

In the home appliance industry, it is difficult for Hisense to keep a low profile. However, on social media, Hisense is one step behind the microphone in the field of public opinion. We are also very clear that in order to get back the right to speak, we have to pay more marketing costs in addition to adhering to quality as always. Around the brand IP generated in the European Cup, how to make Hisense, which has always been a low-key tradition, stand alone on social media and lead the atmosphere to hold this European Cup carnival party?

* * * A * * *, based on the Weibo platform, to create social media instant marketing and lead the information of the first European Cup.

Compared with other social platforms, Weibo is more like an open square. However, the more listeners there are, the more speakers there are. On the new media marketing agenda of the European Cup, the first thing Hisense decided was to occupy the rights and interests of related topic pages in Weibo.

Hisense's global sponsorship interests have stimulated the willingness of content marketing cooperation between media platforms, which is no longer a simple relationship between Party A and Party B, and content marketing has produced a wide range of voices.

In the cooperation with Weibo Platform, in the discussion with Hisense team, we developed and applied a number of innovative development of non-sales gold medal resources for the first time, such as keyword-triggered micro-endorsement, so as to maximize the value of "European Cup" into Hisense value. Among them, the Weibo topic # Hisense Micro-Qiu Ping # operated by Hisense Qiu Ping Lion is closely related to daily events, and its content aims to mobilize netizens to participate, realize deep interaction among users, and finally make netizens become Hisense fans.

Considering the European Cup&; Hisense has many labels covering people. In the KOL linkage, well-known bloggers such as industry reviews, online celebrities and sports celebrities spread information layer by layer rhythmically, forming a public opinion matrix. During the European Cup, the total exposure of Weibo topic planned by Hisense reached 380 million.

Including Weibo, we use launch screen, European Cup title, channel title and other forms on today's headlines and other mobile apps to extend the brand value on different media platforms and enlarge the exposure of sponsors' rights and interests.

On Baidu platform, while optimizing Hisense keyword search, Hisense exclusively operates and maintains the European Cup and publishes it for fans of 24 participating teams, so that sponsors and fans can collide seamlessly.

On overseas social media, Hisense Harry's creation has aroused great enthusiasm from netizens, and the video click-through rate and netizens' participation are unprecedented. We are also considering introducing this image into China after the European Cup, so as to enhance the brand's youthfulness and affinity and improve the communication efficiency with consumers, especially young consumers!

* * * Two * * * launched brand youth education, and carried out multimedia communication in football baby.

Hisense Online has planned a series of related public relations activities, such as the European Cup football baby Selection, and launched brand education among young people. At the same time, the contrast between "football baby" and Hisense brand's long-term image building in this desensitized China society has triggered discussions on social media and forums, and strengthened Hisense's sponsorship status.

In the event planning, we chose the offline college selection and online social registration at the same time, and made a comprehensive campaign to ensure the success of the warm-up event. Finally, after 54 days, the top 16 was selected from more than 50 urban areas in China. After online voting by more than 10,000 people and more than 70 finals, the top 8 was finally born and went to France.

In the spread of amateurs, we gave up the way of corporate public relations and turned to learn entertainment hype. During this period, the personal information of baby players was excavated, such as "Top 8 Hisense football baby was besieged by his wife's group for teasing Messi", "Hisense football baby gave a signed jersey to the sick Real Madrid fan Bell" and "She was recognized by He Zhang, and now she is about to shine in the European Cup". And used the exposure of the stars to conduct a preliminary news dissemination.

It is also our original intention to "build" football baby by planning IP hotspots and triggering spontaneous media communication. After all, Hisense is not an emperor, and making stars is not our purpose. On the day football baby left France, the Capital Airport became our first IP production site-"the sexiest gesture to pass the security check". This may not be a completely positive public opinion, but we hope to open a door first in this plan. After this short video shot from the perspective of passers-by was uploaded to Weibo, it was quickly heated after being forwarded by KOL. The forums such as Maopu and Tianya also responded the next day, and netizens began to ask: "Why did Hisense choose football baby?" "Hisense is a sponsor of the European Cup" began to be spontaneously discussed.

Expanding the coverage direction of media platform is one of the important ways to amplify the volume. In addition to launching the theme page of the event on Tencent Sports Platform, we also launched a home of public opinion in Weibo, a video position in Tencent, pictures in the special issue of Sina New Youth, Sohu Entertainment and BabyCall wake-up service on WeChat platform. At the same time, the live broadcast on Betta and Netease platforms has formed a tracking third perspective. This perspective can provide the best crime scene witness for our later communication.

Among them, the "Baby Diary" program was once under the pressure of public opinion because of the audience attribute of the platform and the pursuit of on-demand quantity. In order to ensure that the image contrast can't dominate, we finally decided to sacrifice part of the exposure and guide the correct direction of the content, and finally the video hits reached 97.66 million.

Third, Hisense has kept a low profile for a lifetime and should live a good life.

30 days, 565,438+0 games, watched by 7 billion people from 230 TV stations around the world, 408 minutes of sideline advertisements, 265,438+042 seconds of logo exposure, 500 games released, and 33,654,380+million fans gathered in the fan area, which is the official right; Hisense has made more efforts around the European Cup. According to CSM data, CCTV's European Cup TV live broadcast has covered 424 million viewers, and Hisense's advertising has been exposed for 2 1 165 seconds. Only according to the advertising unit price of 65,438+05 seconds before and after the live broadcast, the CCTV advertising value is equivalent to RMB 570 million.

In the five months from the preparation to the implementation of the European Cup, Hisense organized eight press conferences around the world, adding fuel to the fire under the media controversy that "Hisense TV is the first in China", and the global coverage exceeded 10000. Hisense was reported by News Network 1 1 on the evening of June 30th and July 30th respectively.

On social media, the total exposure of Hisense Sina Weibo reached 4.05 billion. Today, the exposure and exposure of headline brands have reached 300 million, and the cumulative page views of Tencent Sports have exceeded 65.438+0.5 billion times. Since the start of the competition, Hisense has gathered together with Weibo to produce the football commentary program "Yellow Family European Cup" hosted by Huang Jianxiang. The on-demand volume of Hisense Juhao platform has exceeded 6 million, and the topic reading volume of Sina Weibo # Huangjia European Cup # has reached 65.438+0.6 billion.

Overseas media reacted strongly. As of July 4th, Reuters, Yahoo! Yahoo! News, BBC business news, French TV website BFM. Television, French media Le Parisien, French Echo Network, German managers and other overseas media reported 2000 articles. Economic Daily Evaluation: With the help of an internationally renowned sports event platform, Hisense has rapidly enhanced the popularity and reputation of its own brand, which can be described as an "upward" international pole vault.

How many roads does a person have to walk? The Portuguese championship reminds us of this lyric to pay tribute to Cristiano Ronaldo. We are not thinking: How many roads does Abrander have to go? Winning the top rights and interests in the European Cup is the result of "fate": advertising has been low-key for a lifetime, and it is time for Hisense to live a good life.

Nielsen released the global message "Hisense deserves to be the brand with the longest advertising exposure in this European Cup", and the authoritative British marketing agency "Marketing Weekly" released the effect evaluation of the public relations promotion activities of the top ten sponsors during the whole event, and Hisense ranked third, surpassing Coca-Cola.

The spread of red fire has also set off the heat of the market. According to the sample survey conducted by Ipsos in 1 1 countries around the world, Hisense's popularity in China has increased from 80% to 8 1%, and in the surveyed1/overseas countries, it has increased from 3 1% to 37%. Among them, Britain, Germany, France, Italy, Spain and other five European countries directly doubled their recognition of Hisense.

Huge exposure and brand awareness directly affect the sales of products. Zhongyikang's monthly report in June showed that Hisense's domestic sales market share increased by 1.87 percentage points, reaching a new high of 18.74%. In the European market, Hisense TV sales increased by 56% year-on-year and 65% quarter-on-quarter.

The CEO of Datti, the largest French chain brand, commented: With the European Cup, Hisense has become one of the first-class brands in China, and has completely opened the distance with its counterparts in China overseas. In the European Cup campaign, Hisense became a first-line brand!

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