Analysis of Classic Advertising Marketing Cases

In the face of global competition and the pressure of the buyer's market, almost all companies place new product development in a prominent position in their development strategies, and market data and the conclusions drawn from in-depth analysis of market data are It is an important guiding factor for enterprises to develop new products. So below is the relevant information that I have compiled on the analysis of classic cases in advertising and marketing for your reference.

Analysis of Classic Advertising and Marketing Cases 1

McDonald’s: “Angry Birds” cooperative marketing

Advertiser: McDonald’s

Advertising Agent: TBWA (Shanghai) Advertising Agency

Today’s teenagers have their eyes fixed on their smartphones or iPads almost all the time, their thumbs or index fingers pushing and sliding frantically across the phone screen. To get teenagers to come back to McDonald's, you have to catch their eyes and keep their fingers glued. McDonald's chose to cooperate with the best-selling video game "Angry Birds" to rekindle young consumers' love for McDonald's through a unique in-store experience.

Challenges

McDonald's is currently facing a crisis. Despite expanding at the rate of one new store per day, customer traffic is still 30% lower than that of competitors. To make matters worse, while the entire category is growing at 6% in store visits, McDonald's is declining.

Also worrying is that McDonald's is losing its most important consumer group - teenagers. At the end of the second quarter, the consumption proportion of teenagers dropped by 62%, the penetration rate dropped by 36%, and the frequency of entering the store also dropped by 39%. Among teenagers, McDonald's is no longer synonymous with cool.

We need to reverse this situation and let teenagers return to McDonald's! We hope to change at least 20% of teenagers from choosing KFC to choosing McDonald's. To do this, we have to add a touch of “coolness”.

For McDonald’s, the increase in sales of the promoted products – beef burgers and fish burgers – will also become one of the criteria by which we measure the success of the campaign.

Goal

In customer business, sales of fish burgers need to increase by at least 100% and beef burger products by at least 10%.

In terms of consumer behavior, it drives more teenagers to come to McDonald's more frequently, and the frequency of entering the store is at least 20% higher than that of KFC.

In terms of brand recognition, young consumers’ love for McDonald’s will be rekindled through unique in-store experiences.

Insights

Today’s teenagers have their eyes fixed on their smartphones or iPads almost all the time, their thumbs or index fingers pushing and sliding frantically across the phone screen. If they're not texting friends, they're playing games. Put your mobile phone in your pocket, within easy reach. For teenagers, this is the most direct and quickest way to access new experiences and can satisfy their endless desire for more information.

If we have any chance of getting teenagers back to McDonald's, we have to catch their eyeballs and get their fingers glued to it. In this way they can actively participate in our activities.

Core Creativity

"Angry Birds" became very popular in China and has been downloaded more than 100,000,000 times, ranking first among mobile games. So, we asked ourselves: How can we use this game to do something magical? And, we did it - we became the first brand in the world to partner with a best-selling video game!

Everyone who comes to McDonald’s As long as the customer has the "Angry Birds" game installed on his mobile phone, through mobile positioning technology, he can download the "Angry Birds" McDonald's exclusive limited level in a McDonald's store, and the content will be released every day. Updates keep customers fresh and have new expectations for coming to McDonald's every week.

And this "Angry Birds" McDonald's level is also unique to McDonald's and cannot be experienced elsewhere! This has strengthened the word-of-mouth spread of this event among young consumers.

Implementation

First, we have to create suspense! "Who stole my burger?" "Who stole my fries?"

Someone has the guts It’s so big that they dare to steal McDonald’s burgers!

And the ones who steal the burgers are actually the greedy pigs in “Angry Birds”? They must be stopped!

So, we Gather the strength of tens of thousands of people to defeat the greedy piglets and help the owner get the burger back!"

Our activity started with an outdoor teaser, using "Angry Birds" to decorate the restaurant. Leave some clues and invite passers-by to enter the McDonald's restaurant with the unique LBS system. If they have "Angry Birds" installed on their mobile phones, they will receive a push notification from McDonald's when they pass by the store, inviting them to enter the store. , fight against the greedy pigs and bring back the burgers

How to evaluate whether effective results (including KPIs) are achieved? Why are these effects important to the brand?

Effects

Goal: In customer business, fish burger sales need to increase by at least 100% and beef burger products by at least 10%.

Result: Fish product sales increase by more than 381%; Sales of beef burger products increased by 16.4%. During the event, 18.4 million beef burgers were sold.

Goal: In terms of consumer behavior, attract more teenagers to visit the store more frequently. , the frequency is at least 20% higher than KFC

Results: The proportion of young consumers is 20% higher than its main competitor KFC; the frequency of teenagers entering the store is 28% higher than its main competitor KFC

Goal: In terms of brand recognition, rekindle young consumers’ love for McDonald’s through a unique in-store experience.

Results: Brand favorability is 25.9% higher than that of its main competitor KFC. < /p>

Comments:

As advertisers, we all know one thing clearly - advertisers will not pay for worthless advertising. So, on this point, McDonald's is "angry." "Little Bird" marketing plan is undoubtedly successful.

What is the purpose of this marketing plan? - To attract young people to McDonald's again.

Audience, that is, what young people pay attention to What is it? What is their normal life? - People with their heads down, their eyes are staring at their smartphones or iPads almost all the time, and their thumbs or index fingers are pushing and swiping the phone screen crazily.

How. Attract their attention? - A wonderful connection with the popular online game "Angry Birds" with more than 100,000,000 downloads. It must be said that this is a smart and effective marketing strategy

Settings. The unique McDonald's level attracts young people to spend money at McDonald's. As a video promotion, McDonald's "Angry Birds" advertisement uses 3D animation and real-shot synthesis to cleverly combine the Angry Birds game with McDonald's elements. Convey event information humorously to achieve publicity effect.

——Analysis of Huang Xiaoshi’s Advertising and Marketing Classic Case 2

Yili Ranch: PPTV cross-border refined video communication

Advertiser: Yili Ranch

Advertising agency: Dianzhong Digital Advertising Co., Ltd.

In July, with the fresh endorsement of Gui Lunmei, the new Yili Ranch Dairy Ice Cream TVC and slogan, we hope to choose the right media to convey the new brand image and concept, while comprehensively covering the target group and strengthening brand awareness. Through consumer and channel insights, Dianzhong Advertising has concluded that only the cooperation of "cross-border" + "customization" can fully cover the target group and improve the communication effect. Therefore, for the promotion of Yili Ranch’s new TVC, a “PPTV cross-border refined video communication plan” was created.

Case background

In July, the new Yili Ranch Dairy Ice Cream TVC and slogan were endorsed by Gui Lunmei. We hope to choose the right media to convey the new brand image and concept at the same time. Comprehensively cover the target group and strengthen brand awareness.

Marketing Goals

Goal: Increase brand and product awareness and audience preference

KPI: Exposure & Clicks

Preliminary Estimated total exposure: 1 357 991 000 times, actual total exposure: 1 505 460 043 times, the overall exposure effect completed 111% of the estimated exposure

Estimated total clicks: 3 503 675 times, actual Total clicks: 12 806 450 times, the overall click effect completed 365% of the expected clicks

Target audience

Consumer insights:

1) Target audience Analysis of basic attributes: 19 to 35 years old, mostly born in the 1980s, composed of students and office workers

2) Analysis of target audience’s media behavior: Consumer media habits have undergone fundamental changes, becoming fragmented and diverse Screen-based features are distinct, PC-side activity is reduced, and migration to mobile terminals is accelerated

Execution time

July 8th ~ July 7th

Creative expression< /p>

In our insights, we analyzed the basic attributes and catalyst behaviors of the target audience and found that the promotion of Yili Ranch’s new TVC can no longer satisfy the traditional single promotion of PC+TVC. Therefore, PPTV uses “cross-border refined marketing” As the core strategy, we open up three segments and multiple screens to seamlessly cover the audience and time.

Media channel insights:

Starting from the crowd, PPTV’s main audiences are young white-collar workers, middle and senior managers of companies and school students. Among them, those aged 25 to 40 have the most spending power. Most of these main groups are concentrated in first- and second-tier cities in China. Due to the wide coverage of PPTV's multiple terminal products, and the distribution of user viewing periods throughout the day, it is nearly even. Among them, the ultra-low user overlap of 15% to 20% on PC and mobile terminals supplements the fragmented population and realizes the audience group. of complete coverage. Among them, the highly watched contents of the main communication users are concentrated on popular dramas of PPTV such as hot dramas and Korean dramas. Therefore, by aggregating consumers' favorite dramas, we create a customized theater for Yili Ranch, attracting consumers to pay attention to popular dramas and watch product TVCs at the same time, dissolve the sense of rejection, and increase acceptance and willingness to spread.

Communication Strategy

Through consumer and channel insights, we believe that only the cooperation of "cross-border" + "customization" can fully cover the target group and improve the communication effect.

So we launched the promotion of this new TVC for Yili Ranch and created the "PPTV cross-border refined video communication plan"

Execution process

1 . Cross-border combined delivery of high-quality resources - open up high-quality patches and banner resources on PC, iPad, and Android phone for joint delivery, covering the target group with high concentration without interruption.

2. Customized Theater - Aggregate the plays that consumers love to create a customized theater for Yili Ranch, attracting consumers to pay attention to popular dramas while watching the product TVC, and dissolve the feeling of rejection.

Effect summary

The launch lasted for 30 days, with a total exposure of 1.5 billion times, a total of 12 million clicks, and a click completion rate of 365%, including a 15-second post on the PPTV-Andriod phone video play page. , iPad video playback page 15 seconds before posting, client pause click volume performance is particularly outstanding, CTR reached 11%, 6% and 0.25% respectively, in order to achieve effective notification of this event, making PPTV users more aware of this event The activities and products generated strong interest and attention, which provided effective notification for this promotion.

Comments:

The emergence of iPad and mobile phones has given film and television advertising a new communication channel from the traditional TV and PC format. Consumer groups in first- and second-tier cities are also accustomed to using iPads and mobile phones to watch programs. In response to this situation, the launch of the "PPTV cross-border refined video communication plan" has opened up high-quality patches and banner resources on PC, iPad, and Android phone for joint placement, becoming a good media combination method.

At the same time, the dramas that consumers love are aggregated to create a customized theater for Yili Ranch. While consumers watch the programs, it also increases the brand's reputation and affinity.

——Fang Leng

The advertising form is fresh and cheerful, which well interprets the brand proposition of "Follow your heart and enjoy yourself". Gui Lunmei serves as the image spokesperson to communicate deeply. product consumer groups.

Maybe a thousand advertising creators will have a thousand forms of advertising, but when it comes to advertising effects, there is only one result: there is no best, only better. Judging from the final effect of this advertisement It is said that it is really difficult to surpass, and the early market research is very accurate. The times are changing, and the strong rise of new media has violently impacted TV advertising. People's access to information has become fragmented and multi-screen. Advertising is no longer available all over the world on one screen. This Yili advertisement takes advantage of the PPTV video playback platform. Spanning three screens, combined with PPTV's own good program resources, it achieves the effect of not watching in the morning, watching in the afternoon, and watching on the computer without looking at the mobile phone. Therefore, the advertising audience overlap is only 15%~20%. This data shows that there is basically no waste of advertising money. , the WeChat marketing that was hotly discussed some time ago, I don’t know why media people and advertisers regard WeChat as a media platform. As a service-focused WeChat, with the current model, it is impossible to have many media attributes, so advertisers are in the complicated world. It is very important for society to maintain independent thinking. This Yili advertisement has given us a lot of inspiration. The most suitable thing is that you can catch the innovative combination and it is not an illusory hot spot. It is a hot spot, but it is not the key point.

——Tian Zhixian

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