Darry ring with the help of Wu wedding euphemism internet thinking, traditional enterprises can refer to

by Wu Xie Wedding, these two days about the Darry ring News flying, many people in the industry curious, the Darry ring has been active in social networks, rarely to the media appearances, this time how can change style? In depth research, it is a typical case that traditional luxury brands play the Internet thinking, It is worth referring to other traditional enterprises.

Baidu News from the "darry ring" keyword search results, Darry ring single brand word Baidu index is more than 3000 consecutive years, the highest to about 20,005, but from the results of the Baidu index display, the Darry Ring Media Index to lag behind the search index, This is the obvious characteristic of social network communication, we can from these two days Wu Xie big marriage marketing case, look down darry ring is how to do.

The first step to grasp the target consumer pain point with internet thinking

To do a good job of social networking, be sure to catch the pain point of netizens, so that the social network will play the impact of the explosion. Darry ring for wedding rings brand, and nowadays wedding ring Jewelry market competition is also very fierce, want to let oneself get market recognition love, must have can let people remember pain point. Let's take a look at the advertising language of diamond brands in the past few years.

One of the most well-known is the 1951, Chi Jwt for De Beers designed "Diamond Heng Long, a perpetual spread", this advertising language has become a classic diamond brand. Later, there are a lot of similar advertising language, such as "My Heart is like a rock, dedicated to your eternal", the Eternal Witness of Love "," The sentiment fixed a drill, the Origin Sansheng "and so on, you can obviously feel, each big brand advertisement language is similar, all Is will love, forever, the diamond three points unifies, but the most prominent place is the diamond.

In fact, the diamond itself is only a wedding accessory, the previous brands too prominent diamonds and seize the theme of love, indirectly for consumers under the "Diamond equals Love" definition. This crude means, in the past can be more useful, and now a diamond ring consumption of the main body, this group full of individuality, like the network, in the information bombing grew up consumer groups, most of them will not pay attention to the cliché of the advertising language.

The rise of emerging consumer groups, gave new brand opportunities, can be said Darry ring Guide The pain point, to "the man can only be customized One Life card" for the pain point, by the pursuit of the young people. We see that the Darry ring advertising language, not directly highlighting the diamond, but the "identity card", "Only one life can be customized," the dissemination of the body is no longer a diamond, but more highly respected target consumers of love, the only focus on attitude, and strive to guide the young people's true love culture, Cultivate the only love value of a lifetime true love.

The Darry ring did not attempt to market customers, but rather to make friends with customers and become their emotional communication witnesses, which is critical to the internet thinking. For other categories of traditional brands, the rise of the generation is a shock is also an opportunity, in their preferred way to let the recognition of the important.

Second Step star implant promotion brand image detonation preheating

Capturing the target consumer's pain point is only the first step, and the next step is to catch the spread point. Darry Ring chooses occasion Wu Xie wedding as the climax of the spread.

Wu is willing to show darry ring diamond is a very important premise, most stars do not want to publicly use the identity card to buy the situation of the darry. But the entertainment circle wedding usually can arouse the netizen's onlookers, Darry ring is to focus on the marriage proposal Diamond brand, occasion Wu Xie wedding event spread very suitable. In Wusheida marriage before and after, there are darry ring of the figure appeared, first entertainment big V explosive material is very special, then Xie Bo Shou out Darry ring wedding rings, after Wuche wedding, the value of 2 million of the huge wedding ring again become the focus of media attention.

Occasion star Wedding Depth implantation, can promote the brand image of Darry ring, in the ordinary consumer's subconscious, the star uses the thing naturally is good, this can promote the target consumer's latent purchase desire, the effect is more real than the star endorsement.

Darry Ring according to its own characteristics, the choice of Wu Xie wedding as a brand of the tipping Point, other category brands can be based on their own characteristics to find appropriate events to do the spread of the tipping point. But remember, select the best preparation, the selected communication events must be able to "pre-and hot", "pre-and not hot" to the hard push can only be ridiculed by the audience, and even affect the brand image, there are still many traditional brands in doing so entertaining marketing.

The third step of follow-up network integration spread micro-BO micro-video from the media

The following is the network integration spread. The process is similar, using the most popular communication tools of the moment. The Darry ring is also an integrated offensive that combines traditional online news media, micro-blogging, micro-viewing and media.

In the Wu Xie wedding, the Darry ring's micro-video playback volume has more than 1.6 million, micro-Bo rushed to the eighth place in the popular list. To achieve this effect, the first two steps are very important to seize the pain point, netizens will be active to help spread, there is enough preheating will cause full onlookers, the third step as long as the routine behind the scenes to promote the work on the line. If the previous two steps are not sufficient, the third step is difficult to carry out, and the third step is the brand of the harvest process.

In addition, with the rise of the media, since the media to facilitate the spread of the brand also has a very important role. Today's network integration communication should be divided into two directions to cut, "affect a group of people" and "affect a circle of people."

"Affect a group of people" means that, for the mass of the network spread, is the usual micro-broad number of forwarding and so on. and "affect a circle of people" refers to the impact of a circle of people, especially from the media circle, in the media circle of advertising will directly affect other people from the media. Take the Darry ring. For example, recently I saw many insiders talking about the Darry ring, look at a lot of nature will be curious about the Darry ring, then will go to study what it is, what is worth saying. Since media insiders, froing interaction, it is easy to use the brand as a success story in subsequent articles, the importance of this soft brand communication, in the media era began to highlight.

With the Internet thinking way to formulate communication plan, close to the Netizen's communication program can get better network communication effect, avoid "tall, Luliang" communication program. Grasping the pain point, choosing the tipping point, and developing a follow-on communication plan is just three steps, and the details of each step are critical. Finishing Darry Ring case is to tell the traditional luxury brands, play the internet thinking is not difficult, the hardest or change the traditional communication thinking.