How does Tens's H5 emotion marketing do?

With the advent of the Internet + ERA, the fragmentation of information transmission makes it difficult for some brands to leave a strong memory in the user's mind, brand communication is difficult to resonate with users, but also can not attract them to participate in the brand two of the spread. And recently by the praise and Italy interactive for Tencent QQ object-linked, national first-line enterprises jointly launched the "National Open Bluetooth", Guardian Baby plan public action, the way of emotional marketing, so that the spread of more than 45 million people, and successfully received more than 4.69 million volunteers support, become a marketing case of another classic.

"Children lost" in our country has long been a serious problem, according to incomplete statistics, every year nearly 200,000 of children lost, but the chance of being recovered is only 0.1%. In response to this problem, QQ is based on Bluetooth positioning technology, the United National first-line enterprise solutions to the new listing, then, how can we trigger a widespread social concern?

First, the cause of concern:

First-line business leaders to voice, lost children into public view

The so-called emotional marketing, in promoting the spread of the link must have to resonate with the user of the emotional connection point, as a result, January 14, Tencent Vice President Yinyu, Chu Yuepeng, chairman of the company Li Ning, Duff NI Company chairman Chen Yingjie, and other domestic front-line corporate executives, as well as a group of lost children Families, launched a group of attitude posters, Advocate "With my footprint, take the baby Home", and announced January 18, 2016, Tencent QQ will open "Guardian Baby plan." This success has sparked a society's concern for "lost children" and has sparked public interest and doubt: why use my footprints, can take away the treasure to go home?

This group of attitude posters for the emotional marketing follow-up to do enough warm-up, successfully attracted the attention of the target users. So, then, how can they deeply understand the plight of "lost children" and have emotional resonance?

　　Second, set off resonance:

Real cases affect people, public welfare H5 brush and explode social media

In order to give users a deep emotional resonance with the problem of "lost children", the project team visited several families of lost children and collected many cases of missing children. In view of these cases into the public view of the transmission, taking into account the current trend of communication and user SNS social media influence, so after the attitude poster, a "with your footprints, take me home, OK?" The public welfare H5 arises.

In this "pan-h5" era, a lot of people chanted "h5 will die", there have been few high reach rate, high-quality H5 works, then this communication is how to avoid the spread of dead ends, so that the H5 transmission effect to maximize it?

First on the first page, the production team implanted the Lost child "Cong" mother's true voice of tears narration of the audio, the emotional impact of the strong force so that the users clicked in the instant is attracted to the next, but also to add three real lost children's files, such as "You are so well-behaved, Why this time not obedient "sensational copy extremely anxious, will the public mood rendering to climax; Then, the H5 into the topic, homeopathy launched a nationwide love action, call everyone" open Bluetooth, with your footprints, take the baby home. " For a time, the circle of Friends brush screen, "with your footprints, take the baby Home" become a popular slogan of public welfare, "open Bluetooth" also upgraded to a very public service ceremony sense of action. Its contagious, spread coverage of the wide, so that this activity has a lot of "tap water", people have spontaneously to share with friends around, and calls to open Bluetooth together.

Subsequently, Tencent QQ is the public welfare H5 will be put to mobile phone QQ top message banner bar. Up to now, the public welfare H5 has covered 45 million + people, and absorbed more than 4.8 million volunteers to participate in the operation.

Scan the two-dimensional code and experience it now!

(The number of Internet App users need to click to enlarge the two-dimensional code, long by recognition)

Scan the two-dimensional code and experience it now!

This is the success of the H5, because the call to "open Bluetooth" is both content and emotion, from the first page will be deep into the user, to love moving. In terms of its public welfare properties, users do not reject the back of Tencent QQ Guardian Baby program launch information disclosure, and is willing to participate in the content of interaction and sharing, so a line on the broad response and support, become content + emotion, content + information, content + brand, such as multi-dimensional dissemination of the typical, Has the continuous influence of communication.

　　Third, the solution:

"Guardian Baby Program" officially launched, release children smart positioning shoes

After the early stage of emotional bedding, the movement of sound is higher, January 18, "Guardian Baby plan" started in Beijing as scheduled. Press conference, Tencent QQ, the Chinese Children's Charitable Relief Foundation, QQ, Li Ning, Daphne, ABC KIDS, public Security announced the establishment of the "Guardian Baby plan Public Welfare Alliance", aimed at through science and technology + public welfare, to provide children with more care and protection. QQ Vice general manager Mao Hua said in the press conference, following the "qq of the city," Internet Information Barrier-free platform ", Tencent United Li Ning, Daphne, ABC KIDS Joint launch of the QQ joint work card children smart positioning shoes, let this" Guardian Baby Plan "on the basis of public welfare events, more technical hardware products to help, so that the public good and technology more skillfully integrated together."

For successful emotional marketing, psychologist Robert Plutchik is thus outlining the relevance of emotion to user behavior:

-Intrigue and mystery: Create a curiosity to drive the user's initial exploration and click.

-Desires and desires: images and product pages and styling magazines can help with this kind of emotion.

-sense of urgency and fear: Cultivating missed sensations triggers buying.

-Surprise and laughter: training through marketing gimmicks.

These feelings and products have a certain connection, and over time, with users can establish a hyper-viscosity of the emotional link. No matter in what kind of marketing communication, the brand strategy of this project should be adjusted to the core psychological needs, desires and behaviors of the users ' audiences, which is a highlight of the occasion public welfare and the emotion marketing of this QQ thing.

The praise of the Interactive (www.goodideamedia.com) for the QQ sentiment planning marketing communication campaign, through the cause of concern--set off resonance--solution three steps, in a short period of time to let the public welfare H5 reached the maximum rate of information, so that users experienced a shocking, real lost child status quo, With the user to form a true emotional resonance, the use of social media, borrowing Internet + background situation and the impact of advanced technology and hardware, creating a new miracle of the public good. It is believed that the activity will continue to ferment and attract more people to join the "Universal Bluetooth" initiative.