Weibo marketing Classic case: Silly nana Marketing Analysis

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Have you ever tasted ice cream that can be skinned like a banana (pictured below)? If you are playing micro-blogging, space and other social media, should be more or less the impression of it. Maybe you're still looking for a place to buy ice cream. When you see such a picture, you may be tempted to buy it when you see it in the supermarket.

It is Nestle's newly listed ice cream, not only made the "history of the first can be peeled to eat" ice cream, but also created the latest microblogging marketing classic case.

Social media performance

1. So far, stupid Nana Sina Weibo fans 9423 people, Sina search related information more than 4 million. Sina Weibo fans are less than I expected.

2. Tencent Weibo fans 38740 people, relevant information about 38.

3.QQ space related said and log 40,000 or so.

Then there are people online and other social media are heated discussion of this novel ice cream. A lot of people are asking where can I buy it?

The time of the market for stupid Nana

From December 2011 to February 2012, Nestlé published "Hong Kong has fun and delicious stupid nana" by registering some of the fashionable gourmet microblogging, or by using some large Nana to guide silly------------- At this time only Hong Kong has a stupid nana, the mainland can not buy, mainland people can only see other people to share the micro-blog pictures and so on. This is stupid Nana warm-up activities, but also a hunger marketing.

It began selling in mainland China only after February, and so far the effect has been astonishing and has become the second-order product of Nestle's ice cream products. Second only to the eight ice cream that has been launched in 78.

Why is it so effective?

1. Product novelty: Just like Durex, the key is the novelty of the product. New and interesting things are also very willing to pay attention to, willing to share, the spread is much easier. I have not eaten stupid nana, but according to the friend who ate said nothing special, taste very general, the only difference is that it can peel, and after peeling looks like bananas.

"Peel off the ice cream like a banana." The product was developed in Thailand, designed to develop fun ice cream for children. But market research shows that, whether in Thailand, Hong Kong or mainland China, more than the children of many young people like the product, Nestle decided to bring it into greater China.

2. The importance of social media marketing: large enterprises, especially foreign enterprises are very willing to try new marketing methods, and the general traditional enterprises do not attach importance to such a marketing approach. The marketing campaign, Nestle identified a detailed plan for the consumer's Word-of-mouth dissemination to guide and promote, so that the vast number of users become Nestle Stupid Nana spokesperson, and constantly take the initiative to share product information.

In the 5 months before the Nana listing, Nestle signed a marketing outsourcing cooperation agreement with Beijing Austrian-American. Nestle's demand for communication, Dong Lili, an interactive general manager in Beijing, seems very clear: "First, the recognition of new products; second, further communication with consumers." "The big theme of the final marketing communication program is" Nestle stupid Nana for you to uncover the magical fun. " Ogilvy interaction must be to Nestle stupid Nana can peel like a banana to eat the unique product characteristics and by the stripping of the novelty of the sense of full play and deduction. Finally, the goal is to "let the Sun Nana become a new fashion, so that the vast number of users become Nestle Stupid Nana spokesperson." ”

3. Social media maturity: the fiery, the loyalty of space users, the use of smartphones are essential elements. Using smartphones, consumers can quickly take photos of their favorite products and share them in space, Twitter, etc. Coupled with the agitation of marketing organizations, Word-of-mouth marketing more and more fierce.

Experience

What can we learn from this microblogging marketing case? Perhaps our products are not so novel, the company is not so important, then we can do a little society? First of all, if you want to create a microblog marketing classic case idea may be a little big, but you can think so.

How do we find the selling point of the product? And this is what consumers are interested in.

The company does not value, do not accept the new marketing method how to do?

Do you have enough power and resources? Even if your ideas are in place, it's a novelty, and it's hard to work with no resources.

Are you a person or a team? Presumably if you want to achieve the effect of Nestlé, team, resources, money, creativity are essential. But a person can also do a person's business, creativity is everywhere.

So finally summed up as a sentence: creativity, selling points, the company attaches importance to team operations, resource coordination, virus transmission.

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