Valentine's Day 10 marketing cases: who more touched your heart?

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This year's Valentine's Day and the Lantern Festival's "encounter" particularly eye-catching. Valentine's Day is a time to "tie" emotions. For example, flowers, jewelry, and even electronic products, will be the demand for emotional consumption to attract the attention of the male YUANNV, has always been the business of the battle malls special season, marketing practices are endless.

Before being bombarded by netizens of lily Nets "forced advertising" is a negative example, marriage site to the old man's wishes deliberately rendered, extreme embodiment, the results led to netizens on Weibo launched the "million people boycott lily Nets" activities, the demand for lily nets delete the ads. Lily Nets to self-promotion, understandable, but for their own commercial interests, regardless of the "leftover male" personal problems, even in the wound sprinkle salt, not to be disgusted.

So what kind of marketing form can really capture the shrewd and picky consumer "heart"?

The following cases may give you some insight:

1, Clairol "Love you will be together"

Clairol "Love you will be Together" app marketing case launched in early 2013, first of all through the brand spokesperson Angelababy's 2013-year love movie "Together" to attract the attention of users, and then the introduction of Clairol Gumbo App "Love you will be Together", encourage users to love vindicate , in the micro-boping on the February 14, March 14, the two big Valentine's Day frenzy spread, a short time, activities by tens of thousands of users forwarding, app's participation volume is also close to 400,000.

2, Volkswagen car "romantic full car" competition

Volkswagen "romantic full Car" decoration contest is a creative dress up car Video collection activities, by carefully dressed your Volkswagen car will always become the focus of attention, regardless of the sun's own car dress up, or capture to others creative car decoration, from the exterior to the interior, All can be uploaded to the Tudou bus VW vision with netizens to share the unique car decoration results. In order to attract more users to participate in, but also ad hoc three attractive to the Force award, raising the concern.

3, "Valentine's Seat" ticket

Golairlines, a Brazilian airline, hopes to raise the number of fans and focus on social media, offering services such as Valentine's Day planes and Valentine's seats before Valentine's Day. Divide the plane into a few Valentine's seats, then make a schematic and upload it to Facebook, and whoever leaves the seat number first will get a Golairlines ticket to any location.

4, "Customized" chocolate

The history of the chocolate brand Ghirardelli ingenuity, the launch of Valentine's Day mail activities and consumers in the nearest place to the store to get their own tailor-made gift box-The inside is a Valentine's Day gift. Harry and David Holdings also offer free shipping, while oldtimecandy.com offers 10% discount codes and a very clear personalized message on the top of the box and the recipient name for Valentine's Day topics.

5, "Time axis" email

In many unwilling to mediocre lover-saving mail, Shari ' s berries unique, the user has bought the name of the gift to make a time axis, for example, "(you) had sent a half dozen dipped in strawberry chocolate to Christine, which made her pleasantly surprised." "Give it back to the user and create an unexpected surprise.

6, Kraft "To help you vindicate"

Kraft invited TW (Ted Williams, America's once famous radio host) to cheer for Valentine's Day, where consumers only need to post #voiceoflove with the keyword, so tw will read it for the user with his magnetic voice. So consumers can send audio to the people who want to vindicate. Of course, Kraft promised that consumers would donate 10 boxes of cheese to the American Charitable relief organization for each tweet.

7, buy diamonds to send nobility title

A company selling color diamond ornaments in Israel has introduced a pendant consisting of 10 colored diamonds. More specifically, the purchase of this pendant will also receive a more special gift-the British aristocracy title. These titles are understood to have been purchased by Libby's company from a company that is legally selling a noble title in the UK. These titles can be used for life, but not hereditary. The woman who won the title of the nobility will be formally registered by the relevant British institutions. Although a nobleman's name may not make you a royal member, it is interesting.

8, celebrity micro-bloggers have to love

Xiaolu and Jiane high-profile love, high-profile marriage, each festival can see two people in micro-blog High-profile show affectionate content, and her fans have been accustomed to accept her high-profile, and very happy to send blessings. This makes Valentine's Day "The only Love" seems so logical, and she personally holding roseonly rose picture and full of Lu sweet and greasy copy also let roseonly and xiaolu cohesion seamless-so seamless link star life and natural without affectation of planning, it is difficult to cause fans disgust. Roseonly Flower Shop celebrity Weibo marketing case captures two key points: choose Xiaolu and tailor it to the planning copy. "Believers have Love", just like Roseonly's slogan, the key point of celebrity Weibo marketing success is "How to make fans believe" and naturally accept these marketing messages.

9, KFC "romantic sound margin, flash Party"

KFC has launched a "romantic sound margin, Flash Party" event on Valentine's Day. KFC on Valentine's Day in the country 3,000 restaurants have opened the song platform, People can choose a song on the internet, as long as Valentine's Day at the designated time period to participate in the activities of the KFC restaurant on-site song, the receptionist sister will incarnate Cupid, as far as possible to meet your wishes. In addition, this year's Valentine's Day, KFC also held a special "romantic sound margin, flash party." At certain times of the day, KFC will turn off the background music, leaving the dominance to everyone and connecting each other's fate with a musical bridge.

10, immediately gift room, dream Love Valley

"Give room immediately, dream Love Valley." "A small town called Love Gu Far the best marketing opportunity for Valentine's Day, send out love red envelopes ——— A value of about 500,000 yuan of the house. The qualification to get a red envelope is to tell the inspirational love story. From February 14 to March 13, the Netizen can write below 140 words of love micro-story on Sina Weibo, according to tweet the quantity that transmits comment to determine TOP100 shortlist. Then through the micro-letter to TOP100 finalists to vote, the highest number of 10 players each get the ipad Mini, and finally through the micro-letter vote + Live vote + Expert selection, selected the most inspirational story protagonist, was given Love Valley property set.

From this point of view, festival marketing must have a clear theme, the theme must first have the impact, so that consumers look after the profound memory, followed by attractive, so that consumers produce interest in buying products. Whether in advertising or other media publicity, or terminal display and promotional activities, should be subject to unity, highlighting, to consumers to form a shock.