From the H5 to the shopping festival, play around O2O

From Durex to Coca-Cola, as the mainstream of social marketing, "get cock silk of the world" has become the majority of brands close and netizens distance of the golden rule, but the grounding of the gas at the same time, the limitations are also obvious-the dissemination of the audience is not necessarily a buying group, the real target customer groups not cold or even disgust And in order to meet the network environment, brand image change, the target group of the decline in favor of examples are also a few.

When we're talking about social marketing, we're talking about how to translate thinking into concrete ways of doing things. How to develop the social marketing of FMCG products, many people are still on the sidelines.

Just like making friends doesn't always have to cater to flattery, and not all brands are suitable for low dust to open the hearts of netizens in social media.

In addition to grounding gas, to cater to the play of cock silk, there may be a tall play called-"tyrants please let us be friends."

As one of the fast consumer products, Procter and Gamble, recently in social marketing on the way, do not cater to cock silk, the main white-rich United States group, did a relatively successful attempt, all kinds of tall marketing strategy let people spontaneously "tyrants we make friends" feeling. Playing big on social media is not just about throwing money at you. Let's take a look at the face of the ever-changing, menacing internet-born enterprises, the traditional brand is how to fight back, and these tricks can become the industry new play.

Reading the secret of women's wallets, Bai Fumi is a concept of consumption

To mention being good to yourself, most women would think of spending money for themselves, and most people's money has contributed to the big bags, clothing and other luxury brands, from the social exaggeration to start, as the daily class of fast-consumer products, put forward better to dote on their own, not to invest in the body, but invest in the body itself, from the "head" to the foot investment themselves.

#年终奖花在哪 # When the vote was thrown out, about 20,000 women took part in the polls, and the results showed that an average of 50% of women spent their year-end prizes on worldly possessions to show their quality of life, while only 20% of women would spend their year-end awards on themselves, detailing care and pursuing fashion.

I have to say that this topic is quite time-sensitive and is hitting the current consumer paradox of women-we're all trying to spend money to be white, but why do women spend their money on worldly possessions? What is the real definition of Bai Fumi?

Social marketing is more to cultivate the emotional relationship between consumers and brands, and for the brand marketing has always attached importance to brands such as the rapid elimination of large brands, it is necessary to redefine the emotional relations, through the discussion of social issues, promote more people to realize the concept of consumption and habits of the problem, triggering social thinking, What kind of consumption concept is the most suitable for women in this era-to become Bai Fumi, how to spend money is the most scientific?

Mysterious white rich beauty form remember to take you back to 18 years old

Take advantage of the year-end award. Using large data analysis to target consumers accurate positioning analysis, Procter and Gamble launched mobile phone H5 games, "White rich American nurturance", netizens in the game at the same time feel white rich beauty of consumption concept, network discussion of public opinion pattern to "invest themselves", " To spend money on themselves is white beauty "direction of change.

#白富美养成记 # with the introduction of the same game, not only promote brand values, but also directly realize the O2O drainage. The heat of the game and the topic has also proved the success of this H5 marketing-the topic triggered more than 80 million of the reading volume, the line that day rushed to the hot topic list of the seventh place. The topic aroused the feminine resonance at the same time, the game content more satisfies the female with looks forward to anticipation the psychology, has won the good reputation, the Netizen in imperceptible acceptance brand "the luxurious" concept. From the PC end of the spread to the mobile phone-led game mode, more easily intimate interpersonal communication, set off a circle of friends to share the trend of participation.

If you think the old brand is not going to play then you lose, this gamble bold attempt, 21 kinds of fun patterns and text is quite lively grounding gas, let people play can not help but want to share, constantly and share the genius of the life of the set, but also to achieve a lot of sharing, a short time quickly brushed the circle of friends, sparked a discussion craze.

If you think you want to ground gas must reduce the force lattice, then you are wrong, this is the small game, the screen and aesthetic is a super big hand-painted wind, a little live up to the world's top 500 status.

Although it's a little game, but is not "simple"-play on a variety of, playing the end, play share, always let you play again and again, share a second share; the mechanism is also full of fun, charm value accumulated exchange lottery opportunities, avoid tired and the topic of random appearance. Ordinary users in the eyes of the operation is simple to stop, but the pedestrians are aware of the complex logic.

In the game everywhere has the hair importance the value embodiment, the brand implantation obviously is not irritating, the witty interesting lottery mechanism, the simple direct exchange way, also greatly enhances the line under Watson's to the shop rate thus realizes buys.

From the H5 to the shopping festival, play around O2O

Why can Procter and Gamble make this successful social marketing? Just by virtue of Pantene Clinicare, Sassoon, sea fly silk source Resurrection three brands on a shopping festival?

First of all, from the visual promotion, line under the unified content design, so that consumers no matter when and where will see the same promotion and design, focus and impact of large, leaving a deep impression.

Second, the company has joined the world's leading luxury brands, to provide more than millions of luxury goods awards, the entire marketing positioning of the "white-rich-American" female groups, closely fit TA's psychological and emotional needs. The game's gift swap mechanism and the high level of the line store, the successful implementation of the online to participate in the purchase of the switch. 123 Luxury Day shopping festival day, to the shop rate and purchase rate reached the peak of the entire activity.

For established brands and fragmented chain sales, it is important to find a marketing path that is right for you in social media. From the timely introduction of social issues to the precise H5 of audience positioning, and to the concept of luxury shopping festival itself, the O2O social marketing for the purpose of this is quite wonderful.

We can see that Procter and Gamble, which has always been an example of global marketing, has begun to exert itself in social marketing. The fierce competition in the field of rapid elimination, Procter and Gamble can make more bold and wonderful marketing, open the rapid elimination of social marketing of the new situation, and again lead the change, we still need to wait and see.