Okamoto: How to live gracefully in the shadow of Durex?

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[Guide] Okamoto and Durex, two from the United States and Japan condom brands, occupy the domestic 30% and 15% of the condom market, the latter flagship "ultra-thin" concept----the thinnest 0.01mm (relying on its research and development of patent auxiliaries), The former is often brought up by men is its durable: in the condom head to add a drug called benzene benzocaine, can make men xx time to lengthen n times.

Is she cool?

Lasting or ultra-thin?

Durex or Okamoto?

This is a choice for every man in love.

These two condom brands from the United States and Japan occupy the domestic 30% and about 15% of the condom market, the latter flagship "ultra-thin" concept----the thinnest to 0.01mm (relying on its research and development of patent auxiliaries), the former is often mentioned by men is its durable outfit: in the head of the condom to add a benzocaine as an anesthetic , can make the male xx time lengthen n times.

These two mergers close to the "half" of the number behind, is the two major condom brand marketing competition: in condoms, a highly homogeneous product of the industry, marketing has become one of the key elements to determine sales. Traditional media channels have always been insulated with adult supplies, but also forced the two companies to become emerging digital marketing and social marketing pioneer.

"Literary Youth with Okamoto". Okamoto, the head of the brand, explains Okamoto's brand positioning.

Why do literary youth use Okamoto?

A Korean humble Bo under the gun fire

May 13 15:22, Han Cold released a micro-blog: "In the wind and rain, there is a series of ultra-thin passion feeling." "With a picture of a simple raincoat." This was originally a matter with the industry is not too much, but the Han 38 million fans of each micro Bo is the hand and the momentum of the battlefield, "ultra-thin passion" and "raincoat" two concepts immediately hook up two condoms brand nerves.

Only a minute later, the Netizen's comment appeared "Durex" Words, and "slim is cool" message. Durex's microblog operations team apparently quickly monitored the message via search, in the 14th minute gave his plan: "Yue Thin, Yue enjoy": "Yue" fit the title of Han national father-in-law, "thin" associated with raincoats and condoms, "enjoy" implanted the concept of "sex".

Forwarding and comments surging, marketing close to the war. At this point Okamoto apparently noticed the message, six people in the marketing department need to have a strong comeback in 5 minutes: "Thin" is Okamoto's main concept, Han has 38 million fans, Durex has 1.12 million fans, Okamoto has 100,000 fans, and Durex has taken the initiative.

"He is the stone of the mountain, can attack Jade." "W explains the decision at the time when he recalls the marketing competition.

The first 24 minutes, Okamoto official micro-blog in Durex official microblogging "Yue Bo, Yue enjoy" after the post comment: "Say well, thank you!"

58 minutes later, Han's studio @ Ting Lin Town Studio in Okamoto behind the comments "ha ha ha haha."

Han's microblog eventually yielded 35,000 forwards, 10,000 of which were contributed by Durex; of the 10,000 forwards of Durex, 6,000 were Okamoto contributions; Okamoto 6,000 forwards, 2000 of them are from the studio of the town of Ting Lin.

"In less than 1 hours, the main battlefield of the marketing battle is over," he said. "W concludes that the cost is only 5 words on the computer, the return of the brand to show exposure is millions." "The effect is far better than on the site to put hundreds of thousands of hard wide." W said, aware of this, Okamoto decided to completely stop the Internet's hard and wide launch this year.

As condom industry's second, the 2003 Okamoto in China now annual sales in billion, 80% distribution online under the supermarket, stores, OTC and convenience stores, 20% of sales from the line, distributed in Taobao, Micro-bo, micro-letter three large. Okamoto's annual market budget is tens, "nearly half of the investment has now shifted to social media marketing, with the rest being focused on video ads, sample distribution and elevator frames." "W said.

This is not Okamoto's business transformation, which seems to be the business shift facing the entire advertising circle in recent years, when big brands cut traditional media budgets and put them on new media. Last year began to cut off a simple brand display advertising, or lead to the cat directly generate sales, or to the micro-BO micro-letter planning Event marketing, generate virus transmission. "Twitter network Deputy general manager Ulle said.

Layout, advertising and advertising slots are 4 a company strengths, and creative and event planning is often a small studio good. Advertising industry is ushering in a revolution, the original rely on Channel 4 a company's life is not very easy, a lot of budget scattered to small creative companies.

The evolutionary path of literary accent:

Selling condoms with Wenqing.

If Durex to his virtual image "Du" positioning is "bad Mr", that Okamoto to their position is "literary youth." In fact, Okamoto is not so literary in the beginning, from Okamoto Weibo can see the path of "Okamoto Personality" formation:

September 20, 2011, Okamoto released the first microblogging: "Okamoto Co., Ltd. is one of the first manufacturers to start producing condoms in the world." The company is headquartered in Tokyo, Japan, respectively, in Japan, Cicheng, Fudao three major cities with product development and production base. "The tone is still the same."

In fact, until last June, Okamoto's microblog content was almost always about sex: "The myth that every man is persistent", men are super strong in sex, and each sex lasts a long time. In fact, sex is not as long as the better. The material love 7―13 minute is most suitable, the male deliberately insists will injure the body. "Forwarding and commenting have also been in single-digit numbers."

Starting late last year, Okamoto seemed to see the value of social marketing, began to gradually test the water SNS marketing: launched including micro-blog interactive Activities "' #冈本啪啪节 # you dare to show love, I will dare to send a set of" activities, "magic car quake Holy Land" series recommended, and began to replace the daily Soul chicken soup "Literary cavity", Replaces the early days of various sex jokes. The typical phenomenon is that the proportion of poetry appears more and more high, such as Neruda "in my barren land, you are the last rose." ", Chris's" We are lonely, because there is a gene called Love, in our young Hearts lost. ”

"Compared to the popular route of Durex, we have a bit of a niche in our style." "W said, yes, is the literary cavity."

Okamoto exerting force, although not so fast, but the effect still appeared after six months. This March, the micro-letter open Payment interface; April 8, Okamoto access to the pocket, opened the micro-letter mall; May 20, Okamoto and the Arts and youth organization of the Media Alliance, "Art Lian Meng" jointly launched a special special set: A box of Okamoto 003 plus a condom-containing custom-made small bag, the price of 99 yuan to mail, can only buy on the micro-trust mall. In 10 days to complete the sales of hundreds of thousands of yuan, before the accumulation of social marketing fans in this transformation into sales and profits.

"In the day-to-day operation of the micro-letter, we found that as long as 1 days to plan a campaign, sales can rise to a level of magnitude, if a week to plan a campaign, sales will rise another order of magnitude." "W describes the importance of activities for micro-credit operators." "Sounds like Taobao, but in fact, is completely different, Taobao activity is the key to occupy a good pit position, the introduction of large flow, and micro-letter activity is the key to a good slogan (brand slogan), to be born with infectious power." ”

"Social marketing is a four-and-a-ton job, and people are far more effective than channels, unlike traditional markets and offline promotional practices," says W. "Not money, not resources, spelling is creativity and speed, after all, the team's skill." "W said, Korea humble Bo First war fully embodies the social marketing key: In the first time found, the fastest to give the best solution." "Now Okamoto's marketing department is like a small creative company, regular to open a creative theme, every week to push small activities, larger activities we will work with external advertising companies." ”

Everything is content, the content is the channel, W summary.