The latest classic marketing case integration in 222.

after watching all the excitement of Q1 marketing in 22 years, we sorted out five marketing hot spots that deserve a special visit this season, and selected typical excellent cases from them for repeated analysis. I hope I can provide you with experience, open your mind, and grasp the direction in the new trend and capture new inspiration. First, you have to spell "mind" under the absolute heat-Winter Olympics marketing The 222 Beijing Winter Olympics attracted the attention of the people of the whole country. During the whole event, there was no heat and low tide. As long as all brands get on the line of the Winter Olympics, they can get dividends more or less, but as for how much they get, it depends on the "mind" of each brand. Case study 1: Under the pressure of its "old rival" Yili as the official sole dairy partner of this Winter Olympics, it is quite difficult for Mengniu to market this car in the Winter Olympics; However, Mengniu's successful "betting"-Gu Ailing, who won two gold and one silver in advance, was the spokesperson of her own brand, making it happy to mention the traffic spree. However, the success of "betting" cannot be the whole. How to plan, operate and stir the flow of this pool is equally critical. Judging from the popularity of the Winter Olympics marketing network in February, the total popularity of Mengniu is more than twice as high as that of Yuanqi Forest, where three Olympic champions, Gu Ailing, Su Yiming and Xu Mengtao, were simultaneously "bet". The spokesperson is working hard, and the brand can't "lie flat". Paying attention to the spokesperson's event, sending blessings and celebrating posters at the first time are just basic operations. Mengniu, backed by many celebrity spokesmen, also sent a message to Victoria Song, Andy and others to celebrate Gu Ailing's championship. The topic of "Gu Ailing China Cattle", "Burning Ice and Snow to Make China Stronger" and "In my heart, this is China Cattle! In the new year, let's be together with Chun Zhen ",and the double traffic bonus has pushed up the brand popularity all the way. Among them, the topic of "Gu Ailing China Cattle" reached 2.535 million discussions and 3.14 billion readings. (Tuyuan Network,) In addition, Mengniu also launched a million-copy collection activity of "inviting cattle people to do cattle things", and netizens created posters to enhance their sense of interaction. The activity copy requires both the spokesperson Gu Ailing and the Mengniu spirit of "being born strong", and within 5 words, the selection will select 18 finalists to divide the prize of one million. Mengniu's exclusive documentary "Gu Ailing: Me, 18" pushed its brand exposure to another peak. On February 8, the day Gu Ailing won the championship, the film collected "Genius Girls Born Strong" and went online in Tencent Sports, where Mengniu got the exposure of opening advertisements and product implants. Each episode of the documentary is about 25 minutes long, with four episodes; It mainly recorded Gu Ailing's growing experience and multifaceted life, which attracted countless netizens to understand the story behind the "talented girl". By mid-April, the number of single-platform documentaries broadcast by Tencent had reached 35 million. Apart from the direct topic of "Gu Ailing I am 18", the topics of documentary excerpts such as "Gu Ailing eats four meals a day" and "The video that Gu Ailing most wants to delete" have also appeared on social platforms for many times. (Tuyuan Network,) In addition to the operation of brand exposure, Mengniu has also spent a lot of time on consumption transformation, building a theme scene of member applets, launching a group fight to kill the gift box of Gu Ailing, and users playing the "jump jump" game of pumping Gu Ailing refrigerator stickers. Mengniu's multidimensional operation has enabled it to seize the winter Olympics dividend to the greatest extent. Case study 2: As the official partner of the 8 th consecutive Chinese Olympic Committee and the official partner of the Beijing 222 Winter Olympics, Anta Anta not only strongly supports the Winter Olympics, but also does not show weakness in marketing. During the Winter Olympics, the peak of related heat obtained by Anta is prominent and lasts for a long time. According to the hot words on the Internet, Anta's sponsorship of "China Team", "Athletes" and "Competition Clothes" is the most concerned by netizens in this winter Olympic marketing. The first gold medal won by China in the mixed team relay race of "short track speed skating" made Anta stand out with the shark skin competition clothes designed by him, which opened the climax of the brand's winter Olympic fever. The first gold shirt was 15 times stronger than the steel wire and the "technology" strength designed on it. Later, when Gu Ailing, the "popular king" of the Winter Olympics, won his first gold medal, the photo of Jinlong Xuefu was even more madly transmitted, and the directly related entries were posted on the social platform. It is reported that Anta sponsored 12 China ice and snow national teams in 15 major events in this Winter Olympics, and created the China delegation's award-winning clothing for the Beijing 222 Winter Olympics. The design sense and technological features of Anta products have been urged by this concern, which greatly boosted the sales of Anta. According to relevant data, the turnover of JD.COM Sports Anta Down Jacket increased by 23% from February 4th to 5th. With the sponsorship of the Winter Olympics to open the door to brand exposure, other links are naturally indispensable. Anta has created a set of sales activities in all key sales channels, such as online Tmall Superbrand Day, JD.COM Big Brand Flash Shopping Day, Aauto Quicker Superbrand Day, Tik Tok Shangxin Day, and offline Winter Olympics theme pop-up shop, which actively guides the transformation of sales on the basis of high exposure. In order to be close to the Z-generation language, Anta has also kept up with the latest trends, and launched the first digital collection on the theme of Winter Olympics-"Digital Collection of High-energy Ice and Snow in 222 Special Commemorative Edition" and "Digital Collection of China Sports Delegation's Award Collection in Beijing 222 Winter Olympics", which has become another topic. (Tuyuan Network,) Under the absolute heat of the Winter Olympics, we can also see that to maximize the dividend of marketing by taking advantage of the situation, it depends on the operation and layout of the brand. In such a fierce competition, even if you sail with the wind, you may still have a gap from the ideal. Second, the return of the original intention after listening-Women's Day Marketing According to Accenture's report, there are nearly 4 million female consumers aged 2-6 in China, who control the consumption expenditure as high as 1 trillion RMB every year. Her prosperous economy attracts many brands, but judging from the high negative public opinion of brands in recent years, female marketing seems to have become the hardest hit area. Whether it's the advertisement of "lying to win the workplace" by Li Birthday X underwear brand Ubras or the "foot-smelly copy" by Procter & Gamble, the reason of women's marketing rollover is always inseparable from the deviation of perspective. To achieve good marketing that can really reach women, it is necessary to listen to their voices first. This year's Women's Day, there is a voice worthy of the attention of brands-the return of the core meaning of Women's Day. March 8th International Women's Day is a festival to celebrate women's important contributions and great achievements in the economic, political and social fields. However, I don't know when the words "women" and "March 8th" seem to be smeared with a layer of discrimination. At the same time, under the hype of capital, words such as "Goddess's Day", "Queen's Day" and "Girls' Day" came into being. According to statistics, during the period of Women's Day, there are more than 19 million direct references to Women's Day, 17.4 million to Goddess Day, and more than 2 million to Queen's Day and Girls' Day. The total number of references of these nicknames is higher than the real name of Women's Day. In this regard, everyone began to call for the return of the original intention of Women's Day, refusing stigma, and many official media also voiced. China Women's Daily: Today is "March 8th" International Women's Day, so don't "touch porcelain" on Queen's Day and Goddess's Day. Keeping Women's Day at heart is the best greeting and tribute to women. Festivals are a commemoration and a promotion of goals and spirits. All initial intentions should be remembered and practiced on this day and every day before and after it. People's Daily: Gender prejudice should not be a shackle of life. You don't have to call the goddess queen today, just hear their real voices. Pay tribute to "her strength" and say to all women: Happy Women's Day! (Tuyuan Network,) Case study: Polaiya's Women's Day marketing is still stable this year, which not only protects against the Goddess Day and Queen's Day criticized by netizens, but is directly called International Women's Day on March 8; It also continued the theme of Women's Day, which started in 221, "Gender is not borderline prejudice". At the end of February 222, the theme activity was officially opened. Proya Guangzhou Nanxing Hexingtang all-female lion dance class and two male coaches who set up the all-female lion dance class * * * created a theme short film "Lion Dance Girl", expressing the center that "strength, sweat and lions also belong to women, tenderness, delicacy and roses also belong to men". The single platform broadcast of this short film exceeded 3.88 million. (Source watermark,) Then, Polaiya, together with brands such as Babycare, dresscod, kidsland Kaizhile, Aauto Quicker, MaiaActive, Meituan Takeaway and Little Swan, participated in the offline theme activity of "Gender is not borderline prejudice", and presented diverse images of women and men through a number of outdoor large-screen advertisements. (Photo source watermark,) Subsequently, Polaiya also released a special documentary entitled "The Same Sky-How We Carry out Gender Education", planned a theme desk activity with Fang Xi 'an Store, and donated a complete set of books on children's theme books to ten rural primary schools. Judging from the analysis of online public opinion, Polaiya has achieved good results in this wave of marketing. Netizens have a high degree of recognition of Polaiya Women's Day propaganda, and the online expression is mainly positive emotions accounting for 89%; Driven by recognition and singing, people have forwarded their blog posts, and the content has gained self-dissemination, accounting for 87% of the forwarding. Without the help of celebrity spokespersons, it still achieved a double harvest of word-of-mouth and popularity. The theme of Polaiya's "gender is not the borderline prejudice" is carried out from the perspective of emphasizing the breaking of gender stereotypes, while affirming the value of gender, dispelling the "rigidity" that is easy to appear in women's day marketing by deliberately emphasizing women's issues, thus being more emotional and infectious. Not just Women's Day, the key to doing a good job in women's marketing is to respect women first and not touch the bottom line; Then listening, based on the female perspective, to create content that can trigger * * *, establish emotional connection with consumers, and finally rise to the realization of brand value. As Polaiya said: "We believe that brands and advertisements are also part of social culture. If we want to create a better world, it is not only everyone who needs to act, but also brands can make their own actions and changes through the power of advertising." Third, how to get ahead against the wind-315 marketing This year's sauerkraut incident once again proved the lethality of March 15, which affected many related brands, from instant noodle brands to offline catering brands, and even the snail powder industry that needed sour beans was urgently certified. But as the saying goes, crisis and opportunity always coexist. For some confident brands, March 15 has also become a good opportunity for them to fight against the wind. At this time, they have just rushed forward, which makes them more open-minded and easy to gain consumer trust. One of the most routine operations is to launch some theme posters, H5 or articles and videos here, and express their determination to netizens, "We don't care about this, you can trust us". (Tuyuan Network,) Other brands are more active, and some activities will be held, or big coffee and experts will sit in the town, or they will seek to interact with consumers, and everyone will visit and experience for free, so as to provide some preferential activities to promote the transaction. On March 15 this year, the most popular thing was the white elephant. The phrase "A straight body is not afraid of a crooked shadow" helped it brush a big wave of heat and goodwill against the wind. Case study: After the White Elephant 315 party, netizens immersed in the shadow of sauerkraut began to "mine" on a large scale. Some netizens pointed out that in a media report in 213, White Elephant listed flag-cutting vegetable industry as a key enterprise for raw material supply. At 22:28 on the 15th, "White Elephant Food" replied smartly in the comments: "In a word: if you don't cooperate, you can rest assured that you are not afraid of the shadow." Then at 23:26, "White Elephant Food" once again voiced that it had never cooperated with flag-planting vegetable industry, and thank you for your concern. After 25 years of adhering to quality, the white elephant is consistent. In the army of clarification and apology, the heat of the white elephant once again soared, and with this wave of attention, the heat of the later period broke through again and again, and it was solidly dominated for many days. Although if we go to explore, we will find that the popularity of White Elephant is naturally due to its "one third of employees are disabled", "the only one of the four giants of instant noodles that refused to buy shares from Japan" and "the conscientious enterprise that donated money and materials in Henan rainstorm at the first time". However, judging from the heat and response time of the clarification of the sauerkraut incident, we can find that White Elephant is the most active group of brands making clarification, and the importance of timeliness of public relations has been confirmed again. It is accidental and inevitable that the white elephant suddenly burst into fire. Chance lies in that when there is no accidental event, it can not reflect the sense of social responsibility and enterprise value of the enterprise, which may be ignored by everyone; The inevitability lies in the fact that enterprises may suddenly become popular in a certain period in the process of continuous accumulation. And this is precisely the core requirement of March 15 marketing, and the brand insists on a clear conscience. Fourth, the season of "cherry blossoms all over the sky"-spring marketing spring is coming, and various spring marketing plans are also coming. Among the plans, the brand's favorite element is probably romantic pink cherry blossoms. Judging from the popularity of the Internet, even in winter, cherry blossoms have maintained a high popularity. After beginning of spring on February 4, the popularity of cherry blossoms began to rise, and brands also took advantage of it. On February 18th, Liu Yu got a lot of attention for the promotion of L 'Occitane cherry body lotion, and fans actively assisted in the promotion, forming a peak; On March 18th, YiBo's "Hungry" Cherry Blossom Afternoon Tea Publicity once again raised the heat. Whether it's a daily chemical brand or an online service, cherry blossoms can become their marketing elements, and a group of food and drink brands are even more enthusiastic about it. Case study: Chen Linong, spokesperson of Yogurt brand, a food and drink brand, and Xiaoyou, a virtual image, launched a new product with limited cherry blossom flavor, focusing on the concept of cherry blossom planet. Liangpin Shop has launched 14 kinds of cherry blossom limited snacks, including jelly, cakes, biscuits and other categories, from food powder to packaging. Leshi chose to play IP jointly, hand in hand with POP MART Sweet Bean, and launched cherry shrimp-flavored potato chips. Starbucks and Ruixing, the "old enemies" of coffee, also entered the game, launching two and five new cherry blossom limited products respectively, covering drinks and snacks. (Tuyuan Network,) Compared with Ruixing, Starbucks' cherry blossom marketing posture is obviously more skilled. In addition to introducing cherry blossom restrictions on food and drinks, it also introduced cherry blossom travel storage bags and the surrounding cherry blossom star cups. (Photo source network,) In terms of heat comparison, Starbucks' cherry blossom marketing heat will be higher. You know, Starbucks' "Cat Claw Cup", which once captured the hearts of thousands of girls, is its 219 cherry blossom cup series. However, in fact, netizens' comments on the limited food and drink of cherry blossoms are somewhat "complicated". Many netizens shouted, hoping that brands can let the cherry blossoms go, and said that "how beautiful the cherry blossoms are, how bad the food made by cherry blossoms is". Even the media found this topic in the voice. The article "Sakura-flavored food, an out-and-out" scam "attracted recognition and boarded the social platform for hot search. A single article received more than 3.46 million readings. (Tuyuan Network,) Although some netizens have shown dislike for the taste of cherry blossoms, the attention it brings to the brand is obvious. The freshness brought by seasonal restriction has an indescribable appeal to consumers, and it is also a good way to get ahead. Isn't that what McDonald's is good at new product marketing? A new place with coriander, a new place with spicy oil, a meat burger for Leo with Oreo, a black and delicious hamburger with stinky tofu, and a burger with snail powder, etc., can often be searched on social platforms, and netizens are always spitting and paying the bill, and stepping on thunder and curiosity are parallel. (Photo source network,) Under the rendering of film and television literary works, people have formed a natural romantic connection between cherry blossoms and spring, which can save brand market education.