Analysis of successful advertising and marketing cases?

Case analysis is an effective means for companies to understand the operating status of products in the market. However, wrong or inappropriate case analysis methods will produce misleading information and may lead to biased marketing strategies. So below is the relevant content I compiled, I hope it can be helpful to you. 1

Puma: Full-stop advertising exclusive day

Case background

In April, Puma launched a new series of running shoes. This series is unusual and uses cutting-edge technology to create Introducing creative functional running shoes that can expand and contract according to changes in gait and foot shape.

Such an initiative can be said to be an era-changing development in the history of running shoes. So how to tell the audience about PUMA's pioneering work and attract the audience to focus on new technology and running shoes has become the primary task and problem of media promotion.

Marketing Goal

Goal: Promote the innovative selling points of the product and quickly increase the product’s popularity on the Internet.

KPI: exposure amp; click volume; estimated PV: 2 442 651 266; estimated CLICK: 5 518 264

Target audience

PUMA The brand's main target audience is young audiences who love sports.

Full of curiosity about new things, able to accept various forms of information, fond of self-expression, advocating freedom, full of energy, loving sports, full of dreams and hopes.

Execution time

April 18th ~ May 31st

Creative expression

Rich media advertising with dynamic special effects , covering all content viewed by all target users. All site terminal resources are allocated to create an "exclusive day" communication method in the form of site-wide advertising services.

All advertising materials are based on products combined with gorgeous dynamic effects full of technology, creating the "crystal of speed and technology" that overlaps the PUMA PPTV brand.

Communication strategy

Media channel insights:

Based on the customer’s audience and the user characteristics of the platform, the number of users who fit the user’s target audience is 15~ The 28-year-old young audience is active on the PPTV web page and many different terminals. They are full of interest in all kinds of content, cover direct first-, second- and third-tier cities, and have strong purchasing power.

Brand opportunities:

The target group can accept new forms of advertising well, and creativity is the content that these groups are most interested in and can generate buzz.

We need to use large-format rich media advertising to enable online advertising to produce advertising products that have visual impact and can directly touch the hearts of users, just like TV advertising.

Execution process

PPTV *** The planning department, sales department and product department pooled their efforts and brainstormed to develop a series of creative advertisements exclusively for PUMA.

Continue to spread product selling points through a series of advertising creatives. Capture users' attention repeatedly with site-wide "exclusive day" placements. The first one to bear the brunt is the cracked advertisement on the first screen of the homepage. This advertisement combines the characteristics of PUMA running shoes and breaks the screen with running shoes to reveal the new technology and slogans of running shoes. With strong visual shock, it successfully attracts the audience to focus on running shoes and new technology. .

Secondly, we launched creative advertisements such as the linkage focus picture with the curtain on the homepage, which synthesizes the dynamic running posture of PUMA running shoes.

Effect summary

1. Brand

Evaluation tools: PVamp; CLICK, to evaluate whether the estimated value is achieved.

2. This promotion mainly developed exclusive creative advertisements with strong visual impact in eye-catching advertising spaces, which earned the brand up to 3 billion exposures and nearly 7 million clicks. The advertising completion rate reached 126, and the promotion task was exceeded!

Comments:

Puma uses cutting-edge technology to create the first innovative functional running shoes that can expand and contract according to the foot shape and gait. How to tell the audience about PUMA's innovation is the primary task of media promotion.

The promotion plan of "PUMA MOBIUM ELITE Speed ??and Technology - Exclusive Day" is unique and makes full use of the rich media form of online advertising. The highly visually impactful and contagious display format on the home page, "Running shoes crush the screen," fully demonstrates the technological sense of PUMA running shoes and successfully focuses the audience's attention on new technology running shoes.

Rich media on the Internet has the characteristics of strong interactivity, large amount of information, and fascinating features, which opens a door for advertising creativity. How to innovate in advertising, provide richer and multi-sensory exposure opportunities, and exquisite and delicate creative display is worthy of in-depth thinking by every advertiser.

In terms of media playback channels, we create an "exclusive day" communication method in the form of site-wide advertising services through all-site terminal resources, covering all content browsed by all target users. It is a strong promotion and deserves recognition. .

——Cheng Sai

Innovation is the never-ending driving force of mankind! As an indispensable wearing tool in people’s lives, shoes play an indispensable role. effect. As far as shoes are concerned, there are many categories, and their functions are also very different. Puma, as one of the representatives of sports footwear, shoulders the responsibility and mission of leading the development of the industry. This case is to shape and disseminate Puma’s latest scientific research results in an intuitive form of communication, and has achieved good set goals and expected results. It is a good case. 2

Head & Shoulders: PPTV Premier League’s new interactive communication

Head & Shoulders has gained widespread popularity. On this basis, what needs to be considered is how to further continue the brand promotion route and effectively strengthen Brand strength image and status.

Marketing objectives

Head and Shoulders products are strongly exposed so that the powerful brand concept can effectively penetrate into the target consumer groups.

Target audience

Consumers who buy Head and Shoulders are mostly white-collar workers and students. Most of the consumer items designed by P&G for Head & Shoulders are targeted at urban youth to satisfy their pursuit of fashion.

Analysis of consumer regional characteristics: Head and Shoulders occupies a major market position in all parts of the country.

Execution time

April 26th ~ June 30th

Creative expression

PPTV, as a strong sports platform, during the promotion period The major online sports events include the Premier League and World Cup budget matches. The viewership of these two major football events is very consistent with the brand audience. In addition, elements such as passion and victory of the football match itself are exactly the same as the concept of the powerful team, which is more conducive to the output and penetration of the brand concept.

Communication strategy

Through insight into fans’ football watching and social psychology. By using language that is close to the user group's acceptance of "strength faction", "speak harshly", "support for death" and other communication contents that touch the user's psychology, it stimulates attention and discussion on the strength faction of Head & Shoulders.

Create a "Head and Shoulders-Premier League Powerhouse" with events as the content and creative interaction as the highlight.

Execution process

Combining the two major events with open creative advertising, organically combining the concept of strength with advertising forms.

Creative advertising formats: Premier League matches on PC - situational advertising, interactive guessing, crazy patches

Three-terminal hard advertising: all-platform Premier League World Preliminary patch placement, web page Hard advertising is placed on the client's homepage, client movies, variety shows, and sports channels, and the focus image on the iPhone is enabled for large-scale, high-exposure presentation.

Effect summary

Total views PV 16 159 913 875

Total clicks CLICK8 217 458

Comments:

Head & Shoulders, as an international anti-dandruff hair care brand, has always led the trend in the field of scalp care. This time Head & Shoulders PPTV Premier League's new interactive communication plan uses the dual combination of sports elite and anti-dandruff elite to combine the two major events and launch creative advertisements, close to the main appeal of Head & Shoulders: young, confident, fashion-conscious men, highlighting Head & Shoulders The brand proposition of the powerful anti-dandruff brand.

It is worth mentioning that PPTV, as a strong sports platform, launched major sports events during the promotion period, including the Premier League and World Cup budget games. The viewership of these two major football events is very consistent with the brand audience. The Premier League is the most competitive stage, and the players' strength competition echoes the brand's anti-dandruff strength.

David Ogilvy once mentioned in his book: A good advertisement is one that sells the product without attracting public attention. At present, Head and Shoulders still lacks in converting advertising influence into market purchasing power. Faced with the strong competitor Qingyang's straightforward attack of "anti-dandruff, Qingyang does what it says", Head and Shoulders has a long way to go on how to further continue the brand promotion route and form effective market purchasing power.

——Cheng Sai

As a well-known brand in China, Head and Shoulders has a certain market and consumer base. When it comes to targeting and disseminating content to a target group, it’s crucial to cater to their preferences. This project combines the Premier League matches as a carrier, and then carries out a series of communication penetration and display, which should achieve the established communication effects and expected goals.

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