The terrible thing is that once the house collapse begins, it means it is not over yet.
202 1 more than half a year, the collapse of the star house has come and gone, as magical as a hundred years of loneliness. In the capital market, the speed of "building a house" is faster than Bolt, otherwise it will become a rollover party.
The temptation of fan economy is great, but risks coexist.
Traffic can be either empowering or "negative". In this regard, Netease YEATION once again did the opposite and chose to fire at the "Traffic Star".
"We don't use traffic stars to advertise.
Users are our living advertisements. "
0 1
Directly hit the hot topics in society
Netease YEATION once again chose outdoor advertising, and chose a simple and rude way of communication, so that the product really used user endorsement and played the art of "live advertising".
Its originality lies in grasping two points. First, at the time point, in the face of the hot topic of frequent rollover of traffic stars, Netease YEATION made a "spit" and used social topics for creative publicity and transformation; Second, the characteristics of outdoor advertising. Compared with print advertisements and video advertisements, if the creativity of outdoor advertisements is good enough, the visual impact brought by outdoor advertisements is extremely strong, which is well combined with the environment and scenes and gives people interest.
For example, Tondeo mini-trimmer's outdoor advertisement uses branches instead of hair, and uses the environment itself to create fun and novelty.
This group of outdoor advertisements of Netease YEATION has created a billboard that can seat people, and the creativity is also wonderful.
From the perspective of social value, it is also a heavy hammer for brand star endorsement.
02
Netease YEATION, a small and extensive marketing expert.
Do you have to be a traffic star to advertise? Do advertisements have to burn money? Netease YEATION keeps saying "no".
We don't need advertisements.
Last September, Netease YEATION made a group of advertisements for a glacier water in Dangxiong County, Tibet, and no advertisements were needed. Similarly, there are no traffic stars and no overwhelming publicity, only a few billboards. From the perspective of cost, there is really no cost.
We don't need advertisements.
This lake is the best advertisement.
We don't need advertisements.
This wetland is the best advertisement.
We don't need advertisements.
This glacier is the best advertisement.
We don't need advertisements.
This rubber forest is the best advertisement.
Netease YEATION is not the first brand to publicize the origin of products. The advertisement of Nongfu Spring is very beautiful, which is a kind of visual enjoyment. Netease YEATION's innovation lies in "low cost", which skillfully uses the advantages of outdoor advertising.
Netease YEATION quit the double eleven.
Last year, at Shuang 1 1, Netease YEATION wrote that it would "quit Shuang 1 1". With a letter, he rushed out of the hot search within half an hour, and the final exposure was about 1 100 million.
And its cost is only the cost of computer typing.
Consumption is addictive because it weaves a lie that "everyone can get happiness through consumption", and this "exit letter" from Netease YEATION debunks this lie, calling on users to consume rationally, think from the user's point of view and think for users. This sincerity is enough for consumers to give personal feelings.
Anti-advertising regular advertisement
1February 12, Netease YEATION launched an attack on some advertising routines and filmed "Advertising Against Advertising Routines", which directly hit the user slot and stood on the United front with users.
Don't look at this advertisement.
During the epidemic, Netease YEATION also joined the public service advertising industry. The form is rough, you don't need PPT, you can get it directly with word. As a result, both word-of-mouth and transaction volume counterattacked and won the favor of many people.
Netease YEATION's advertisement is really a mudslide in the advertising industry. I've never played it properly, but I always win by surprise. It plays its own set of black humor, but consumers love to watch it because it chooses to stand on the side of users.
Users don't like advertising, so don't advertise; Users spit out too many advertisements, then spit out advertising routines together; Users think that the double 1 1 offer is too complicated, so I quit the war.
Routines have won people's hearts since ancient times, and people's hearts are changeable. Netease YEATION's anti-routine marketing has become its routine, but the reason why this routine works lies in the confidence of the product itself and the sincerity of not routine. Its starting point is not "propaganda" but "communication".
As the marketing team of Netease YEATION said, the reason why we can create so many "anti-routine advertisements" lies in "treating users as our own". Since we are one of our own, we have something to say.
Perhaps, what we call "anti-routine" is only because the brand decides not to hide anything, not to package and beautify itself, but to express it sincerely.
In the past, brands used to wear masks for publicity, but Netease YEATION chose to take off the masks.
03
The ultimate goal of advertising is to bring goods.
Anyway, Netease YEATION, as an online supermarket, includes various commodities such as home, clothing, pets and food, so "selling goods" is still the main goal.
Netease was born in YEATION, and never forgot to work hard on advertising. There are many ways to "catch your eye". Netease YEATION played a little "cleverness". It is not to incite users' emotions, not to cater to users' emotions, but to face users' emotions directly, combine advertisements with social topics, and seize users' "reverse pain points" again and again.
When everyone is running in one direction, Netease YEATION's advertisement chooses to run in the opposite direction, which is why it always says "no".
Anti-consumerism, anti-traffic stars, anti-advertising routines and anti-discount rules will all become routines, but behind the routines, sincerely making products and bringing goods are just pushing the boat.
Netease YEATION's "anti-routine advertisement" also tells the brand that good marketing is not equal to spending money, good creativity lies in user communication, and a good way to bring goods is just to make products well.
# Topic # What do you think of Netease YEATION outdoor advertising?