There are 100 marketing cases of well-known brands, and each brand will try its best to expose its brand in as many scenes as possible. Recently, many brands are constantly innovating and attracting market attention with brand-new marketing methods. Let's take a look at 100 well-known brand marketing cases.
Well-known brand marketing case 100 case 1 melatonin
A good advertisement is not what it creates, but what it awakens, inspires and reminds.
Finally, let them buy when needed, or act immediately.
Some people say that the advertisement of melatonin is brainwashing, but if you think about it carefully, the health care products that have been sold for 20 years have reached the peak of 4 billion a year. It is said that there are more than 65.438+billion sales to brainwash every year. No, that is, he saw your gift and didn't know what to give, so he naturally thought of melatonin.
This is insight. Shi Yuzhu's marketing ability was much higher than most people 20 years ago.
You are swearing, and people have reached the peak of their lives with their insight into two products.
Xiaoguancha
How is a small pot of tea made?
1, small pot of tea becomes a tea brand.
Wanjia tea enterprises are not as good as Lipton, just because China's tea has no brand, only categories, or a retail brand, store brand, category brand, and few brands of products. .........................................................................................................................
2. A small pot of tea is the value of tea.
The location of the gift is accurate. But giving gifts needs to have some value. A small pot of tea, endorsed by a master. A pot of 4g can be packaged independently and can be matched. The core, 80g, 500 yuan, the other party knows the value when giving gifts. This is a kind of psychology. If you want to say vulgar, you can't help it. When you give a gift, when you can't remember what to buy, you think of a small pot of tea, which is success.
3. Small pot of tea has created a new consumption scene.
Everyone has seen its advertisements for small pots of tea, all made by Du, and it is no exaggeration for a marketing genius. He has a good memory and a good memory. He has an e-book and an 8848 titanium mobile phone. Some people may say that these advertisements are boring, but you should know why these products are popular. From the marketing professional point of view, this is a miracle.
The bottom logic of small pot of tea The core points of small pot of tea are two:
First, canning is a bubble and a scene consumption. Under the scene, you are a consumer, and this tea is not an option, but a necessity;
Second, this package is tall, conceptual and suitable. As a gift, it can differentiate itself from other products.
Small pots of tea quickly grasped the essence of this industry through insights such as scenes and gifts, and became a "bubble" and red. Is the small pot of tea blown up by advertisements? On the surface, yes, but after a little analysis, its method is still very clever, at least it is another way to turn decay into magic.
CCTV's' garbage time' has been used by Du again, with high efficiency and remarkable effect. I have been wondering why brands such as tea and wine have basically done nothing except say the place of origin and culture.
Isn't this kind of communication a good transformation?
Although products are important, they are also the foundation, but we should not only talk about products from the functional or cultural aspects, but also look at products from the consumer, user, scene and spiritual level. The scenario is the solution of the product.
Does the practice of small pots of tea inspire you a little?
Tea marketing has no fixed routine, you can be younger; You can also create scenarios and create your own super IP. You'd better not go to CCTV to smash advertisements and smash a market like a small pot of tea, because other people's routines may not be suitable for you.
Jiangxiaobai
Jiang's worrying copywriting is circulating in the rivers and lakes. Apart from the marketing talent of this brand, the public's evaluation of its products is mostly negative, but this does not affect the best-selling of this phenomenal product. Jiang's annual sales are 654.38 billion yuan.
Jiang's consumers are post-85 s and post-90 s, and they basically don't understand liquor;
Some people say: Jiang tastes bad, the taste is too bad, it won't last long and so on. But these enterprises have been doing it for many years, and their annual sales are 654.38+0 billion, which is getting bigger and bigger. What happened?
What is the product of ginger?
Liquor, copywriting? So bad, why do people flock to it? You don't understand.
In essence, selling scenery with ginger is an emotional release. Instead, we rely on insight into consumers and scene-based solutions to stimulate the hearts of the post-85 s and post-90 s, so that they can find a place to vent and release at the party. This is the product and marketing logic of ginger.
As for your feelings, dreams, stories, and heartfelt copywriting, it is natural.
Well-known brand marketing case 100 Case 2 Case 1: Lancome
How does Lancome achieve integrated marketing in its activities?
We can see it from the left. First of all, Lancome launched a huge materialized device to airborne Paris, creating a domestic and international exposure of 60 million+.
Lancome limited time store also parachuted into Sanlitun, Beijing. In the store, you can place an order online by scanning the QR code, take photos in the online celebrity new retail store, and experience it on the spot. In addition, the spontaneous spread of social media was triggered by celebrity drainage, and it was well exposed from inside the station to outside the station.
At the same time, there is a separate star marketing in the event. Lancome invited Karry, Zhou Dongyu, Tamia Liu, Yolanda and other celebrities to endorse different products, covering different types of fans, which is more accurate and effective.
The third step is to plant grass and suck powder through live broadcast and short video. The event will be broadcast live in China and France in the form of pre-sale.
Through Zhou Dongyu's star effect, giving out red envelopes and welfare, China-France online interaction reached 2 million+. Through the creative short video of Taobao, four short video scenes are created, showing the logistics speed of double 1 1, which can not only satisfy the surprises such as gifts and ceremonies, but also better discuss and communicate with consumers.
Of course, the activity can't just float on it, not just make consumers feel advanced, but also let the activity land, so it also cooperates with the form of buying samples and giving samples to let consumers directly transform.
So did everyone find out? The significance of the whole marketing activity lies in the integration of online and offline, not only the integration of online and offline communication methods, but also the integration of gameplay and sales transformation. When we provide 360-degree service to consumers, sales will naturally increase.
Case 2: Baique Ling
Let's look at a domestic brand-Baique Ling.
Baiqueling founded a palace brand last year, which highlighted the beauty of China, attracted young consumers and won the membership of Tmall Billion Club.
Baiqueling is a seemingly traditional enterprise, but it began to innovate and change last year, which is similar to Li Ning I mentioned before. It is through brand remodeling to spread and interact that the brand has a sense of youth.
Because in fact, most domestic consumers are still willing to accept domestic products, so how to make domestic products more advanced is the most important issue for domestic brands.
The whole process of Baique Ling is the micro-topic preheating before the activity. And in the activity, we initiated discussions through Chinese studies and female KOL, and spread and interacted through the virus video of Time Antidote.
Through the collision between traditional culture and current fashion, the lyrics and the theme of "time antidote" promoted the ultimate beauty of the East, and finally all of them were introduced into the e-commerce platform, achieving sales of over 100 million on the same day.
1. Integrate brand resources and make customization.
Integrated marketing not only emphasizes the combination of online and offline gameplay, but also integrates the existing resources of the brand to customize the explosion.
Tomson Bianjian brand adopts different products and marketing strategies in major e-commerce platforms, reaching all kinds of consumers, ranking second in the nutrition and health category of Tmall platform, second only to swisse.
You can see its marketing strategy from the picture.
Tomson Bianjian Tmall flagship store is a fan economy, which mainly promotes new series of brand businesses and focuses on young consumers. Tomson Bianjian Tmall franchise stores, the usual consumers are hoarding goods, so the main push is volume, focusing on long-term consumers. Tomson Bianjian's flagship store in JD.COM is rich in category lines, suitable for a variety of collocation, so it is also suitable for consumers who pursue cost performance.
Each store accurately reaches different people according to its own different forms, which is also one of the important ways to protect the product price line.
In addition to the precise positioning of the product line itself, Tomson Bianjian also pays attention to the promotion of fan economy, aiming at young people, through various forms of interaction around idols, improving brand exposure and promoting product sales.
Tomson Bianjian promotes the consumption economy through several steps.
Set preset goals and corresponding benefits and encourage fans to call idols. For example, as can be seen from the above figure, the goal of1October 20th 10 is to realize our 600 agreements, so this is also the commitment of fans and stars, that is, the sales commitment of brands and stars.
Design the idol-specific gift package and provide the surrounding area for fans to collect, and then Tomson Bianjian also interacted with Kun to promote it on the event page.
Online below-the-line makes Kun everywhere. Finally, a fan carnival was launched in the station to improve the transformation, and the final turnover reached a monthly sales breakthrough of10.3 million cans, and the lowest single can was 8 1 yuan.
Through the star effect to drive the growth of products, then this is also the hottest marketing method at present. Of course, this method is actually problematic. If consumers buy blindly through the fan economy of stars, they actually have no loyalty to the brand.
Therefore, when brands and stars cooperate, they also need to make consumers pay more attention to the brand itself, so that it is possible to reach it again.
Well-known brand marketing case 100 case 3 Starbucks recruits "atmosphere group"
65438+In mid-February, a joke "Everyone with a notebook in Starbucks is a Starbucks Atmosphere Group" became popular on the Internet, and Starbucks official Weibo responded quickly. On the same day, the activity of "Recruiting Starbucks Atmosphere Group" was immediately launched, which was quickly spread by netizens, using red traffic to push up the topic again and expand the brand effect.
Starbucks has always been a brand with its own traffic in China, and its marketing relies more on the brand's own IP, which is spontaneously spread by fans. In recent years, official accounts, which usually only play the role of cold propaganda machines, have also begun to create personalized IP, such as shooting a small video of Tik Tok, and official accounts of Weibo and WeChat are more active in interacting with fans. Behind this, Starbucks realized the "tap water" promotion effect of fans on the brand.
Starbucks marketing is also a sublimation version of its common marketing methods. The joke of Atmosphere Group is popular because its content is universal in society. Even if it is a joke, Starbucks' self-deprecating marketing stunt, combined with its strong brand flow and social hotspots, has expanded the brand effect at a very low cost, which has become a case worth learning in brand marketing in 2020.
Laoxiang chicken tuwei congress
In February, after the chairman tore up the joint letter of "no work and no salary during the epidemic", the video "2020 Hometown Chicken Strategy Meeting" released by Hometown Chicken in March once again became a hot topic.
The official account of WeChat, Old Country Chicken, called it "We arranged an unprecedented conference for the chairman with the budget of 200 yuan". The content of the conference was that Shu Congxuan, the chairman of Old Country Chicken, released the brand strategy in 2020 on a country-style stage. With its "extreme but not vulgar" deductive way, the conference has become one of the few excellent cases in local flavor marketing.
Counting the marketing events of Laoxiang Chicken in 2020, it is not uncommon to see cases being discussed, such as the interactive endorsement with Yun-peng Yue, not washing hands during the epidemic, and the official Weibo only giggled every day. The core of its marketing strategy is to establish a "cute and cost-effective" brand image in the minds of young people by creating local flavor videos that young people love and communicating with them through official channels in a grounded and interesting way.
Luxury x sports brand joint name
The joint name of luxury brands and sports brands is not a case, but in the context of the accelerated entry of luxury brands into the WTO this year, it has a bit more meaning. In 2020, PRADA and DIOR successively launched joint models with Adidas and Air Jordan.
In this joint marketing, the two luxury brands have chosen the styles that young people like to jointly create, such as PRADA x Adidas launching shell heads and DIOR x Air Jordan launching AJ 1 styles. After experiencing the dull response of Tmall and live e-commerce, luxury brands are trying to get closer to consumers through the fashion styles that young people like.
Luxury brands need to maintain their own brand tonality, because too grounded marketing methods are not applicable. Although Adidas and Air Jordan are sports brands, their high-end trend products also have a certain position in the fashion world. Through all these openings, new channels of dialogue with young people are opened, which is also a means worthy of being tried by other luxury brands.