Social media marketing case for 3 car brands

We can always see many creative and bright spots in the brand marketing of automobiles. This time we chose a few different social media platforms, everyone, Sina Weibo, watercress more successful cases, and share with you.

The case is targeted at the young people who love nightlife, by encouraging target audiences to upload theme photos (nightlife photos) through the app, to get medals and prizes.

Target/goal: Still cool target crowd as a favorite nightlife trend of a family, hope to enhance the brand preference through network communication.

Program/solution: Still cool meticulously created a "night photo" mobile phone app, encourage netizens to explore the city, use the app photo upload wonderful nightlife photos, set Qi badge to win 1 years of free use of the right. The app uses Renren's mobile social component, where users can log in with everyone's account and mark their locations for photos.

Results: 2 months, 200,000 photos uploaded, Renren Public home page added 70,000 fans, 20,000 sales leads, 6000 people involved in test drive, 200 cool new car sold.

(Media bymediacom, creative by Ogilvy One, support media: Renren)

Case Description:

The case is the Cadillac cooperation Sina Weibo, through the first application of micro-blog ads, test Water "micro-topic" marketing. Through social advertising + content marketing model, combined with brand history and star topic, will be # This is the style # to become a popular topic Sina Weibo, create 300,000 topics. Through # This is the Style # Topic marketing, success to Sina 350 million microblogging users deliver what is the style of Cadillac.

Case Highlights:

With 700,000 fans of the Cadillac official Weibo, to play a powerful content original ability, through 10 dimensions to tell more than 100 Cadillac style story, forward over 100,000 people.

To create a "style book" that conforms to the microblogging features, based on the latest social ads from Sina Weibo, recommended to users according to the interest map.

The topic at the top of the page reveals

Hot topics on the right side of the page recommended

The Micro topic area gathers the outstanding content, causes two times to create, to share

Marketing Results/result

1, attract well-known media, celebrities, institutions to participate in a total of 340,000 # This is the Style # Topic

2, #风范 # become the hottest keyword of April 27 Weibo, and drive # Cadillac Fever

3, #这就是风范 # April 27 TOP10 Sina Weibo hot search list, once occupied No.1 position

4, produced a large number of quite a Cadillac style of "style book", constantly on the micro-blog Long tail spread

5, Cadillac Sina Enterprise Weibo fans as of June 20 has increased to 790,000 for the automotive industry No.1

Socialbeta Reviews

Before the launch of the social advertising product on Sina Weibo, we made some simple comparisons and discussions on the website and Twitter on the topic marketing products. Sina Weibo uses its own advertising resources to promote specific topics to increase the visibility of the topic itself. Interest/hot topic itself can attract users ' attention, but for advertisers, how to create and guide users to participate in the topic, so that the topic itself interesting is also very important. Cadillac Weibo itself has a large number of fans, and peacetime efforts to build the content of the advantages also in this topic marketing reflected. (Plan/execute by Creative advertising; co-media @ Sina Weibo)

Around October 11, spark Automotive cooperative watercress Advertising launched a series of promotional activities. One of the interesting, social interaction cases is the Spark tire print graffiti activity. Spark Tire Printing Graffiti and sparker (personal and product conformance test application) is the first time in watercress for brand customized activity page, simple and interesting features reduce the user's participation threshold, but also received a lot of high-quality user works.

Spark tires should be graffiti

Total received 6,086 pairs of sparker test results, 615 spark graffiti works.

In the promotion of activities, watercress also made a new attempt. Watercress advertising tells us, in order to embody the "SPARK is COMING" and "exceptional out of" feeling, they chose the "Transformers", "Inception" and several other SPARK related or are aggressively film, implanted activities to promote advertising, causing a lot of users of the SPARK curiosity, Also attract users to participate in Spark tire printing graffiti activities.

This time the spark is coming campaign covers the brand official website, Youku, potatoes, Sina Weibo, watercress and many other media platforms. The activities of watercress and the advantages of user interaction is also very obvious, from the active user participation chart We can also see that 26% of the participants from the Watercress (115/512).

(Agency: Huayang Public, cooperative media: watercress ads)

Produced by @ Fan Ryan

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