May 20, 2012, online Valentine's Day, where guests occasion Li Yuchun and Weibo, launched a line + offline interactive combination of advertising-style marketing.
520 Li Yuchun True confession: I love you no matter
author of this article: domarketing content contributor @ Chao Fu
from the marketing context, first 18th through micro-blog release Li Yuchun "I love You no matter" billboard early out of the street news, aroused public opinion strong concern; then 20th with the help of offline LED screen, the first attempt to advocate advertising + micro-broad screen of the brand interactive marketing approach; 21st launched on Weibo "520 without Fear" Prize forwarding activities, feedback fans.
from the data, every customer this Li Yuchun 520 Valentine's Day advertising marketing is very successful:
as of 18th 19:00, the original leaked Yuchun spring billboard early out of the street Weibo was forwarded 327,000, commented 7,000 time. This in every new media marketing process may be described as refreshing record: Last year Xiaoming "hold means everything" forwarding 120,000, Li Yuchun "born 1984" on the day forward 200,000.
May 20 online Valentine's Day 10:30 and Evening 21:00, #李宇春我爱你无所畏 # key words, two degrees to the Sina Weibo real-time hot word list first, and even more than the fire of the # on the tip of the Chinese #, #扎克伯格结婚了 # and other popular keywords, and maintained in the top three all day.
also in the afternoon, where the guests in Li Yuchun hometown Chengdu Chunxi Sunshine Department store under the LED screen, the first attempt to advocate advertising + micro-broad screen of the brand interactive marketing, a large number of Li Yuchun fans-corn to interactive onlookers, on the wall Weibo up to 700,000, affecting the coverage of the crowd to reach tens
21st 10 o'clock in the morning, @VANCL fan group released "520 without Fear" prize forwarding activities to Li Yuchun signed 10 commemorative T-shirts as a prize, fans are wildly sought after. By 20:00, the activity is over, forwarding more than 27,000, comments more than 20,000 more than a day, is a daily micro-blog activity, the higher the number of forwarded comments.
Li Yuchun 520 Valentine's Day advertising marketing is able to achieve the above results, the author believes that the main reasons are as follows:
First, Li Yuchun's fan influence is not to be underestimated. Li Yuchun from his debut so far, has been a lot of controversy, the existence of opposing fan groups so that Li Yuchun as long as gestures can trigger the network hotspot effect. Where guests invite Li Yuchun endorsement, whether it is "born 1984", or "I love you indifferent", for fans, are sonorous feast;
second, every guest chooses in 520 network Valentine's Day this node to let Li Yuchun unfold the confession, walk is still the emotional marketing route, but the network Valentine's Day after all different from the traditional Valentine's Day, belong to a small hot festival, select the node in this time to do marketing enterprises belong to the minority, where the guests such a large movement, it is easy to stand out ；
Finally, every customer in this round of marketing effectively tried hard wide + interactive, online + offline, activities + Word-of-mouth integration of marketing path, especially with the help of micro-blog and mobile intelligent terminals, effectively mobilized the enthusiasm of the fan participation and the initiative to share, spread the desire to effectively drive the fan relationship chain since the spread, Expanded the impact of marketing on the field and audience groups.
marketing intention to create love brand
according to the "2011 Internet Economy Core Data" published by the iresearch, the 2011 online shopping Market Transaction scale continued 2010 years of high-speed growth trend, the transaction size nearly 800 billion yuan, accounting for the total retail sales of consumer goods 4.3%, the proportion of 2012 is expected to break through 5%. Every guest is in this wave electric quotient "impulse" fast grow up of new brand.
For every guest, from its inception to the present, keep 300% of the compound growth every year, quickly become a domestic electricity business of a dark horse, although starting from the summer of 2011, all kinds of rumors about the plight of all customers, layoffs, huge losses, inventory surge, cash flow difficulties such as "stray bullets" fired at every guest, but after a profound reflection, Aged in 2012 began to lead every guest to abandon the "brain fever", looking for the expansion of the balance of the medium, turn to defend, deep users.
in the marketing strategy, where customers continue to rely on Xiaoming, Dan, Han, Li Yuchun and other opinion leader's demeanor, and constantly to the audience to pass the brand concept and ideas, to create the Internet fast fashion brand.
If said xiaoming endorsement van, shout out "Hold on means everything", and Nokia China for N9 set marketing theme "Do not follow" there is a fight, is internal and external shout out a kind of attitude, then April invited Han to play "There is no Spring", "no matter to go forward" Advertising language and May 20 online Valentine's Day invited Li Yuchun to play "I love you indifferent", are all in the expression of a brand voice, express a positive attitude towards life and ideas, trying to create a user in the eyes of the beloved brand.
prosperous Great Wall Global CEO Kevin Roberts a decade ago put forward to love brand concept, advocating to win the love and commitment of consumers is the only means to survive the brand. "The brand is dead, the future is not to build a brand, but to love the brand." The brand belongs to the company, the manager, the marketing department, to love the brand is the person who buys the product. The brand is based on trust, respect and quality, but it is not enough. What the brand does is to love in respect. ”
every guest's future, is to love brand premium, there are news, 2012 every guest plans to invest 100 million yuan in mobile internet advertising costs, such as the news is true so where customers will become the domestic mobile internet advertising on the largest electric company. Coincidentally, recently WPP Group's China-lit company announced 2012 BRANDZTM Most valuable global brand survey, H&M, Zara on the list, ranked 58th and 66, respectively, the author also hope that one day every guest brand can list.
