The ad season, crazy burning money only for bleaching?

Since the beginning of the year, MO announced the number of users exceeded the 100 million mark, transformation action will be launched rapidly, starting from May, for more than 3 months of large-scale advertising, frequent in the eyes of netizens, "there is always a novelty in the side" of the new slogan in newspapers, subways, satellite TV, public buildings, hospital lines, Video sites and other places appear, this is interpreted as a stranger before the listing in full swing "about cannon" label.

This year the Mo Mo launched the establishment, the most large-scale advertisement offensive, to the current advertising intensity, put the cost of small 100 million is almost, this is just a breakthrough on the edge of the new street, is really a small amount of expenses, but, for the stranger to talk about this advertising spending is imperative, there is no room for any savings to discuss, Either because of the "gun" label to stop here, or to repackage the new level, the answer is obviously only the latter.

Logically speaking, as a social product, the MO should be more inclined to use social communication to do the promotion of socialization, however, at this time, the short board of social marketing is fully exposed. Although the spread effect of social marketing is good, and the cost is low, but in the shape of brand authority image, it is difficult to serve the public.

The advertisement of Mo Mo is already comparable to the electric business War class level, however, the difference is, the electric business World War, the major electric companies are willing to launch a large-scale advertising is to obtain more sales output, and the MO of the advertising campaign does not have the direct input-output characteristics of the electric business, but completely to reshape the brand new image.

Some people think that "about Cannon" label is also very good, officially because the "about Cannon" attribute, the MO only today's results, why spend huge sums of money to burn the advertisement to repackage it? However, "about cannon" although good, but always do not take the table to do propaganda, especially in China, the moral shackles of the society, you can secretly "about", but can not be blatantly known, more than 20-year-old young people may be considered as "Chao men and women", and teenage teenagers with a MO will be regarded as "do not Learn", Thirty or forty-year-old middle-aged man will only be considered "bad uncle".

When the stranger across billions of users, and ready to land in the U.S. market, we need to let users have a new understanding of it, "there is always a novelty in the side" slogan Although the "Stranger" to redefine the "social", but to allow users to recognize, must be carried out by the sea and land of aerial advertising bombing, To enable users to their new brand image by heart.

A lot of people are advocating topic marketing, think that the topic of full participation can be truly deeply rooted in the people, the impact of the user's mind on the brand awareness, but easy to buy ads, the topic is difficult to find, the market can not inspire the people to discuss the topic of the brand, so can only use the power of advertising to break the inherent knowledge of

From the choice of newspapers, subways, satellite TV, hospital lines, the public buildings, video sites and other media to see, are in the authority of the traditional media to shape the credibility of the brand Mo, but to compare their respective characteristics, the public building ads may be more suitable for the mo.

In fact, there is not much advertising in the newspaper of Mo, before the "Legal evening" launched the entire version of the advertisement, more is to detonate the Internet topic in this way, choose the "Legal Evening News" is also the ulterior motives of the mo, because the law of the newspaper to the Mo of the negative report constantly, through the "Legal Evening" Put the whole version of advertising to the legal sector to promote the brand adjustment of the mo. In addition, newspaper ads are not really worth the value of a mobile social app that focuses on young users.

Before this, the MO also in many Beijing subway station puts on the big advertisement, the main pushes the brand-new series slogan. In a few people flow big subway station advertisement although can get full exposure theoretically, but in crowded subway station few people will calm down the heart to thin brand mo ads in the deep meaning, more people are one eye drift, turn to forget. Therefore, the subway ads more suitable for brand exposure, not too suitable for the use of brand adjustment, because if you want to change the mind, you must let users go deep into the context of advertising.

In addition, it may have been noted that the MO in July began in Hunan, Jiangsu, Zhejiang, the east of the four major TV ads, this is a key step to reshape the brand, TV ads are mainly for those who are not the Mo Mo users and the stereotypes of the old people to see, to explain that the user is not so unbearable, and Mo Mo Main group of users have not watched TV commercials for many years.

Perhaps, the focus of simple and direct building ads more suitable for the Mo mo to reshape the brand image. First, the audience of the building ads can be accurate for the MO to provide target user groups, this is the subway ads of the pan-type does not have the precise marketing characteristics; second, the elevator advertisement exposure time is longer, especially in waiting for the elevator or into the small space in the elevator waiting for the elevator to arrive, people's eyes will always unconsciously glance at the elevator ads, And take the elevator time is generally in more than 10 seconds to a few minutes, which allows the elevator ads have sufficient exposure time to affect the user's mind (of course, this is not absolute), and the advertising period every day to enhance the subconscious awareness. This kind of elevator advertisement is very suitable for the Mo mo to reshape the brand tone.

In addition to the elevator frame ads, MO also cast the house line advertising, especially in July aggressively Guo's "small times 3" and Han's "after the period", the two film a capture of the heart, a touched the thoughts of the generation, just in line with the main users of the Mo. And in the public crowd gathered place, play the original has "not see" the property of the street ads, it seems to convey to users, the stranger has drifted ashore, can not be taboo face to see the people's mind.

As for video advertising, there is nothing to say.

Do a survey, you think the MO more suitable for where to put ads, in other words, where the stranger put ads you will be more attentively to look at?

Repeated exposure, will allow users to slowly accustomed to the new image of Mo, and a wide range of brand exposure is to allow more people to achieve a unified brand awareness, through the mutual influence of social groups, gradually fade the "about Cannon" label, and thus create a social resonance of strangers. However, the brand to reset the tone is not easy, even before all the efforts are likely to vanish, but for the development of the MO, this is not around the ridge, must experience pain, willing to burn money to have the opportunity to take a step further.