Taking Durex as an example to see the 3 characteristics of social marketing transformation

Social marketing has come a few years, but today when it comes to social marketing, most of my wife's first impression is still Durex, I often hear many enterprises in the search for party B when the name to find Durex team. Most people have the impression that they equate social marketing with the understanding that the microblog they operate is often heavily graded. By such standards, Durex is certainly qualified, whether the "Rainy Night Patten" event or Liu Xiang after the fall of the timely micro-blog, Durex Team flexible creative mechanism to make them perfect this point.

(Timely microblogging after Liu Xiang's Olympic defeat)

But only a large number of comments as the basis for the success of Weibo is clearly one-sided, and this effect is not sustainable, after all, you can not expect Durex every day "rainy night," such as the effect of Weibo. In a way, the day-to-day operation of a micro-blog is like the waves, the whole is smooth forward, but on the way it will have a climax will have a trough, successful microblogging operations should be "waves forward."

And because of that, your impression may be that Durex has been gone for a long time, the last time I was in the Durex of the impression that it was released in the Spring Festival Gala, a micro-blog, this content and the two events are far from the difference, but this is Durex nearly half a year a good piece of content.

(Spring Festival Gala Durex in time Weibo)

So the little du that often brings surprises is no longer magical? This may not be the case, compared to the http://www.aliyun.com/zixun/aggregation/38584.html "> traditional marketing, Social marketing changes are dramatic, 2013 social marketing and 2011 has been very different, In the face of such a background, Durex made his own changes.

Durex Integrated Marketing

In the summer of 2013, in order to promote the new Durex series, Durex launched a "Hwan-sleep Tour" on Weibo, and the so-called "Hwan-sleep Trip" was Durex a couple to take a trip from Beijing to Shangri-La, Yunnan, but on this trip, the couple didn't bring money, All that is needed to be used along the way must be exchanged with Durex vibrator rods.

(Durex travel with Love)

The purpose of this activity is that most people can see it at a glance, and that is to change the impression of "evil" in the minds of the people, and to guide them to look at the product in an open and normal mindset. In this regard, the idea of Durex's desire to change the concept of sexuality is similar to that of Ma Jiajia.

But this time the spread is different from the past is that Durex jumped out of the past only active in the microblogging circle, and in line with the spread of the online. Its promotional events were first posted online and called on fans everywhere to help the couple complete the "Hwan-Sleep Journey". After a couple arrives in a city, Durex report the couple in the "exchange of goods" on the road of anecdotes, such as lovers in the journey of the vibration bar by the airport security identified as household appliances, in Dali Street stall with love story Exchange vibration rods and other anecdotes have been very good dissemination of the official micro, From this we can also see that the best ideas often come from life.

Because of the high level of attention, the couple often get help from local fans when they arrive in a city. One of the things that triggered the explosion was when the couple left a pack of vibrator on the roadside in Chengdu. A man who went out to buy stewed picked up and dialed the local TV station, and eventually Durex shook the bar for the first time "free" on the TV station and got a great exposure, which was widely disseminated through social networks. To become a successful event marketing.

Durex's promotional activities from the online launch, and the line under the same time to promote, live, and eventually the line of events spread on the line, to achieve the spread of the meaning of the O2O. In the action to enhance fan interaction, Durex not only posted on Weibo the content of the "Hwan-Sleep Tour" and fan interaction, but also called on to guide fans from the line to the line, in-depth participation in the interaction with the Durex couple, to achieve the spread of closure.

Cross-border cooperation between Durex and Northern Ireland

Usually, we think that the cooperation between the brand and the film is probably only the traditional form of sponsorship and implantation. How does an official micro-work with the film?

During Valentine's Day this year, Durex a Cross-border collaboration with the film "Northern Ireland," Durex for "Northern Ireland" customized film special edition of the Small Iron box TT, and on Weibo launched a prize-winning interactive activities for the film publicity, "Northern Ireland" on the day of the release, in some cinemas as long as couples buy tickets can be donated to this small iron box. In return, "Northern Ireland" cut a "Durex" trailer for Durex, and played it on Wanda's screen all day.

In addition, in conjunction with Valentine's Day Love theme, in "Northern Ireland" on the first day of release, Durex on Weibo launched a mobile bistro activities, during the event Durex will be a car to change a home to a unique voice bistro, shuttle in the city, each couple can get on the bus to drink, but must tell their love story, wine after three rounds , couples are likely to tell their own bedside words. Of course the collection story is not only online, but on Weibo and micro-letters, Durex also called on fans to tell their stories. Eventually Durex in addition to share these love stories on the social network, but also made a story-telling fans starring love story micro-film, this makes the fans become the protagonist of the crowdsourcing way to truly achieve the user to become a brand spokesperson value.

The revelation of Durex marketing transformation

From the above two cases, into the 13 Durex marketing has not only satisfied with the previous kind of a single micro-blog to obtain a huge outbreak of simple event marketing, but gradually towards integration and precision, specifically said that there are the following three characteristics.

Feature one: Integrated marketing communication is more than simply socialized marketing

The internet has changed the world, but it has also changed the way it is marketed, but social marketing is now not a substitute for traditional marketing, the network is also true will be separated by a thin screen, users go offline and brand close contact with the pure social network of communication differences is still very large, this is like two online lovers, no matter how hot the line chat, They eventually have to come to the real world to meet to make their feelings go further.

In the increasingly fragmented today, only one way of communication has been unable to meet the demand for brand communication, online integration under the line is a reliable way of transmission, of course, the integration of the dissemination of the meaning is not in all the media invested heavily, such as Durex in the "Hwan-sleep tour" of the spread, For its fan characteristics by the launch of micro-blog activities, users online participation, and then the line of anecdotes two times spread on the line, this is a kind of transmission on the O2O2O (online-offline-online).

Feature two: From wide net to the focus of training

In the past for most of the official micro-, their big task is to increase fans, no matter where they come from the full collection, so zombie powder, lottery control became the official micro regulars, in fact, they are less than the value of the official micro. Truly valuable fans should be people who keep interacting with them as friends. So for the official micro, your task should not be to increase the number of unwanted fans, you should yell out "lottery control roll out of the micro-circle" or "zombie powder roll out of the micro-circle", you should develop your core fans, the core is willing to continue to interact with you, willing to help you when you need the first time to stand up, When there are more than 1000 core fans (1000 hardcore fan theory), your official micro must be vibrant.

Durex's "Mobile Bistro" campaign has attracted a lot of fans to tell their love stories, because it has nurtured a lot of core fans.

Features three: Campagin: from Social auxiliary PR to social dominant PR

The impact of social marketing on traditional marketing can be said to be revolutionary, but most of the time we still see the traditional PR-led social marketing, old traditional thinking not to change will never play new media. Durex in the above two cases, is entirely by social media dominated traditional marketing, this way more close to the fans also easier to shorten the distance between the brand and fans, Durex in many campagin can remain flexible and the reason is here. Of course, Coca-Cola has taught us a lesson in the 2013 summer nickname bottle battle.

In a way, Durex marketing from the simple microblogging event marketing to the line under the integration of marketing changes, showing the overall social media changes in the environment, but also shows that social marketing should say goodbye to the past that the pure with a large number of forward to the success or failure of the standard judgment. In the past Durex was an example of social marketing, and in the fragmented today, Durex's changes may still be worth learning.