Weibo marketing case: Durex shoe cover Rainy night legend

This article comes from Jinpeng, Beau-Saint Peak social Network marketing creative mastermind. Service Durex, Discovery Discovery Channel, Taobao Poly cost-effective, Alipay fast payment and some of the electrical business customers social Network marketing. @ Extension Home Food and @1968 book bar operator.

BEIJING, there is a lot of rain this year, the rain is big, Beijing will appear natural wonders. It's also a miracle for social networking marketing.

When。 June 23, 2011 17:20, another downpour poured down in Beijing. In room 606 to watch rain I began to worry about how to go home, Weibo has been updated, enthusiastic people to report the situation in different places: Zhongguancun taxi into the water, line Line 2 subway began to close, office buildings under the accumulation of at least five centimeters.

The phone rang, 503 of the content of the team's colleagues said: "Old Kim, we think of something fun, come down and take a look." "Go downstairs, see the Open two Durex, and taping the foot of things." Curious to ask: "What?" Toss what? "The people on the content team surrounded me and said:" Funny things, Durex to prevent getting wet. So we rushes explain why. I think of the past when I was a child out of plastic bags, well, condoms are more suitable for elasticity, not to mention that we use the convex point, increased the anti-skid function.

The idea of the initial is the apricot look out the window and the taping said beware of your new expensive sneakers dirty, taping said I have an umbrella waiting for the rain to come home. The apricot retort to even if the above rain is small, the ground still has stagnant water, why not give your new shoes a condom. Durex Content Editor Small treasure immediately agreed to this, and run the taping said you can also set the head, go out of time will be the police pinch. Sitting in a special police car home can also prevent getting wet.

Just the team of photography enthusiasts Tommy with a camera, so to far, daxin, Purple, Xiangzi and other people acting as stylist, help the taping and play well, a click to complete the shooting, simple repair map, everyone began to bet, this micro-BO can be forwarded how many times. Most people think it's going to be 10,000 times, with a fake daring forecast to 40,000, my conservative estimate of 10,000. After five minutes of trimming, Durex's account manager, Zhang, has some concerns about whether such images will affect the brand. On the social network, our team's operational tenet is to combine with hot spots, fun and daring, quick response, insist on original. This creative line, there is no principle of the issue, and the CEO horse to group Simple communication, Shang decided to do, change a way, first by taping the private account @ surface-to-air missile issued to see the effect, and then by the @ Durex official Weibo forwarding.

(Bet figure)

After the decision, we gathered in the taping of the computer, watch the effect. 17:58 points, the first micro-blog taping, less than two minutes, at that time, less than 6000 fans of the @ ground air trick of this post was forwarded more than 100 times, and then faster, the initiative to forward the person appeared not a big fan of the large account began to turn, 18:00,@ Durex official microblogging "to fans of rape!" Let's learn!! There are Durex home not wet shoes ~ "The comments are forwarded, in the one hours that followed, Durex and the party members were already busy dancing, and the other colleagues who had gathered around the taping computer had been stunned, because every minute of forwarding and comments had no way to reply with hundreds of calculations.

(Durex content and content map)

18:15, Sina Weibo one-hour hot List of the topic of Durex to more than 1000 of the worst rain Jishuitan and subway station left behind to become the first place. Durex's microblog fans are many of the 100,000 fans who have interacted with us on weekdays, so the forwarding is over 10,000 to 18:30, 20:00 more than 30,000, 24:00 more than 58,000, this content also firmly occupy the June 23 Sina Weibo forward ranking first.

(One hour hotspot and 23rd 24th forwarding hotspot map)

Hot spots are far from over, and some people did not in front of the computer before the user, on June 24 after seeing the contents of the content are amazed to continue forwarding. June 24 10:00 forwarded to 70,000, 24th 17:00 forwarded to 80,000, and then three days, the highest forwarding over 90,000. This is Sina Weibo's first non-star event, not natural and man-made disasters, not forwarding on the rich but original and brand-related content to be the first to forward the popular list this week.

(Collective Celebration Chart)

Three days later, I was in @ extension home food run Hall relax cranial nerves, heard no more than three table guests to talk about this incident, I Weibo focus on more than 300 of the 30% of them have forwarded this content, it has become a micro-bo spread phenomenon.

After data statistics, we found that forwarding content Top 10 fans ranking, such as @ Global Hot List @ We all love to talk about cold jokes and so on the total number of fans is 10.39 million people, bringing the two-level forwarding number is more than 40,000, in addition to the @ Yuanzheng @ Du Zijian @ Reuters and other film, communication and traditional media forwarding participation. According to the level of transmission chain away, this content should be more than 50 million of the Sina users to see, in addition, we in Tencent Weibo, Sohu Micro Bo also did a timely release, affecting the crowd also in tens. If the spread of traditional media to achieve, this time did not spend a penny budget event spread can be compared with the CCTV prime time point of 3 times 30 seconds of the effect of advertising, and the social network to forward most of the people who are aware of the Durex brand consumers.

The following week, Weibo marketing expert comments on the matter, the Chinese daily English version of the case as the 2010 's most representative of the social Network marketing case.

Several minor episodes:

1, taping the day of the people wearing the blue sneakers, we also @ every customer asked whether it is their products, unfortunately the first time they denied, and then wake up, otherwise the spread of every guest will also get a great brand exposure.
2, Jessbong in our release also did the creative imitation, many netizens pointed out that imitation.
3, a lot of grassroots large remove Durex product packaging posing as original, but also received nearly million of forwarding.
4, at night 8:30, the team of people eat McDonald's food, taping won the fierce growth of fans, two hours to become a grassroots small celebrity, and then have fans buy his shoes
5, we believe that the most effective transmission should be, van at that time the rapid response, the next day Durex and van the joint launch of this shoe + Durex product suite, through Taobao Poly cost-effective to buy, with Alipay fast payment purchase, this is effective communication and product sales hook.

Every guest denies

Every guest wakes up

Extended reading: Jinpeng Another article: extension home food: a community restaurant that lives on social networks

This article link: http://www.socialbeta.cn/articles/durexinchina-weibo-marketing.html
Author: Jinpeng Far