Increase the amount of information through the case study, the a priori probability of correction, so as to improve the decision maker's grasp of future possibilities, to achieve the purpose of reducing the risk of decision-making. So here is my compilation of successful case studies of network marketing, just follow me to see it, I hope it can help.
Network marketing successful case study
Huawei: shrink the operating unit, fight the "squad leader's war"
Huawei has recently done more changes in the organization, Ren Zhengfei, "simplify the organization's management, so that the organization is lighter and more flexible, is our future! organization's goal." Huawei recently made a big reform, is to put forward the "war of the squad leader". Huawei will change from centralized power to small-unit warfare, "through the modernization of small-unit combat troops, in the front to find strategic opportunities, and then quickly to the rear to request strong firepower, with modern means to implement precision strikes," which is the so-called squad leader's war.
To realize this reform is to establish the board of directors of subsidiaries. Why did Huawei centralize power in the past? It is to organize a group charge, because we do not have enough firepower, that is, not enough resources of the enterprise, so you have to gather the resources of the entire enterprise to form a powerful firepower to charge. So now it's not the same, now the enterprise brand resources, financial resources, customer resources are available, this time it is necessary to change the formation, to centralized power decentralization, some of the enterprise's major business decisions should be delegated to the subsidiary board of directors, and no longer the group's board of directors to.
Emphasizing the "war of the squad leader" does not mean that the squad leader can do whatever he wants, but the need for the power of capital to supervise, the need for the board of directors to supervise the squad leader. So Ren Zhengfei put forward, we should not only timely decentralization, the command to the first line, but also to prevent the first line of people messy war, the monitoring mechanism to keep up, so we need to establish a subsidiary board of directors, the subsidiary director on behalf of the capital to realize the supervision of the operator.
Ren Zhengfei believes that business management should learn from the army, he believes that the organization of the army is the most combat-oriented. Like the U.S. Army has long turned the combat unit into a brigade, with the brigade as the unit, the combat capability is more powerful. The U.S. Army is still in the process of internal reform, the future direction is that the combat unit is likely to be directly managed from the army to the battalion, a class of firepower configuration to reach a brigade-level configuration, the future artillery is to follow your squad leader, to improve the comprehensive combat capability of the front line.
Shrinking the combat unit, so that the front can hear the artillery fire of the people commanding the war, to improve the comprehensive combat capability of the front line, the headquarters into a resource allocation and support platform, which is a trend of Huawei's organizational change.
So Huawei now proposes to simplify organizational management, make the organization lighter and more flexible, within five years to gradually realize the front to call for gunfire; to reduce the organizational hierarchy, reduce the size of the several organizations merged into a single organization, functional integration, so as to facilitate rapid response to the call of the front.
When the U.S. hit Iraq, the U.S. Army formed a "three-person battle group". The first called information intelligence experts, he brought advanced equipment can measure the number of troops in this place, to establish the direction of the enemy's goals, the intelligence passed to the fire fighting experts; fire fighting experts according to his intelligence to configure the bomb, and then reported to the combat experts; combat experts may be a major general, he calculated the necessary combat mode, in accordance with the authorization of the Department of the Army, directly directing the front-line artillery to open fire, this is the "three-man combat team", which is the "three-man combat team". This is the "three-man battle group". Of course, a three-man team does not mean that there are only three men, each of whom may lead a team, but the three-man team is a team in its own right, a small integrated combat unit.
Shrinking the business unit, I think this is a trend of future organizational change. Often companies face a lot of problems as soon as they get bigger, and one of them is that more and more people are hitchhiking and mucking around, and more and more people are occupying positions without doing anything or creating value. Then, in the Internet era, to quickly capture opportunities and respond to the market, the organization has to be streamlined and simple, rather than engaging in a sea of people, so that everyone becomes a value creator, so that everyone can work in a valuable way.
This requires a change in our entire organizational structure and organizational model, the headquarters is required to improve the specialized integration and management capabilities, the front line is to improve the comprehensive combat capability. As you can see, whether it is the Internet enterprise millet, or traditional enterprises Haier and Huawei, the changes carried out are moving towards organizational streamlining and flattening, emphasizing speed and customer value orientation.
Organizational structure is no longer the traditional pyramid structure of the past, the authority of the enterprise is no longer administrative authority, it includes professional authority, but also includes process authority.
Network marketing success case study two
Chu Orange - to create a high premium agricultural products e-commerce
Tang Song, deputy general manager of the operations center of BenLife.com, mentioned in the sharing titled "Selling Fruit Like Coca-Cola" that when doing the brand marketing for Chu Orange 2013, he took into consideration the problem - how to make a non-standardized thing into a standardized, and how to face young people to do promotion.
So we see this life network to "storytelling + cultural packaging + food safety + social media marketing + production and marketing e-commerce one-stop", to create the 2013 Chu orange sale. Among them will be big data technology and social advertising technology to combine, through the "Chu orange story" spread + pre-sale promotional activities in the form of mutual coordination for the sale of Chu oranges to do warm-up approach is worth learning. The following are some of the Chu orange case summarized on the basis of the facts of the previous extensive discussion:
1) the use of big data technology to provide direction and basis for social advertising
accurately lock the target group, targeted promotion
2) content marketing for the product dissemination
developed three groups of content direction suitable for social dissemination, including: Chu orange product safety direction, Chu Shijian story inspirational direction, microblogging fans exclusive discount direction, to establish a bridge to connect with target consumers
3)Match the accurate portrait captured by big data technology with the content direction
Make a plan for different combinations of investment, test the highest interaction rate of the combination of communication to focus on the promotion, to ensure that every penny of the promotional costs spent on the blade
4)The content marketing for product dissemination
Designed three groups of content direction suitable for social communication, including: Chu product safety direction, Chu Shijian story inspirational direction, microblogging fans exclusive discount direction p>
4)Invite people to taste the inspirational orange activities - to carry out "no threshold" form of gift activities
Collected 1,000 different industries after the 80's entrepreneurial people Chu orange gratuitous incentive gift activities. 30% of the people accepted the gift, and the follow-up brought more hot topics around the Chu orange.
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More successful network marketing cases
Alipay
Case name: Alipay koi marketing
Time: October 2018
Introduction: alipay launched a sweepstakes in microblogging to draw a lucky person to get a global free gift package, which includes gifts from hundreds of merchants at home and abroad.
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Because the activity prize gold content is quite high, only one person is selected, and it happens to be selected in the National Day holiday this point in time, coupled with the major cooperative merchants have come to self-promotion, the total **** caused more than 3 million netizens retweeted, and got more than 200 million exposure.
Alipay's koi marketing, combined with its own brand influence, and now hot forwarding koi terrier, and then jointly with the major merchants to create a gimmick, which in itself is a very clever low-cost marketing plan, and finally also brought millions of level of dissemination effect.
Pinduoduo
Case name: Pinduoduo price cutting marketing
Introduction: Users from Pinduoduo to share goods to their friends price cutting, when the product price cut to 0 yuan, the user will be able to get the product for free.
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This kind of fission not only leads to a high sharing rate, but also achieves a high conversion volume. On the surface, the price cut to 0 yuan, merchants have a loss, but in fact, to "cut" to free is very difficult, often merchants and Jinduoduo party to get high exposure, harvesting a large number of sinking users.
Three squirrels
Case name: three squirrels customer service marketing
Introduction: three squirrels were first known not for their nuts, but for their cute service. The customer service of three squirrels is different from Taobao's "pro" culture, which refers to customers as "masters". Based on the user experience, three squirrels also pre-sales customer service is divided into a small fresh literary tart group, heartbreaking group, and so on.
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These marketing methods, located in the target consumer groups, greatly satisfy the customer's consumer experience, in addition, also strengthen the brand image, so that customers hear the word "master", think of three squirrels.
Coca-Cola Soft Marketing Cases
Coca-Cola is one of the most famous products in the world and part of pop culture. Here is my compilation for you
Coca-Cola successful marketing case 1:
Dubai Coca-Cola an outdoor creative advertisement video is popular on Weibo: in Dubai, there are a large number of South Asian laborers, taking a meager wage of $6 per day, for whom $0.91 per minute call is very extravagant.
To make it easier for these laborers, Coca-Cola has developed a phone booth device - "hellohappiness" - that uses Coke bottle caps as a way to pay for calls. Just put in a bottle cap and get a free three-minute international call.
The advertisement by Coca-Cola has drawn a strong response, with more than 66,000 likes and more than 120,000 retweets of the video, according to incomplete statistics.
According to the advertising company of the campaign, the "hellohappiness" advertisement video was mainly placed on social networks popular among young people, such as Weibo and major portals, and Coca-Cola's advertisement was also forwarded by a large number of big Vs on Weibo.
Precise marketing, leveraging the power of communication -- "nickname bottle"
It is reported that Coca-Cola launched the "nickname bottle" by first targeting opinion leaders for product placement, combined with celebrity effect, and then launched the "nickname bottle" on the Internet. When Coca-Cola launched the "Nickname Bottle", it was reported that it first targeted opinion leaders for product placement, combined with the celebrity effect, and utilized the activity of celebrities, fashionable celebrities and social celebrities on the social network to create N high points of information, which resulted in a great range of dissemination and diffusion, and then aroused the interest of the public.
Big celebrity food goddesses, girlfriends.
In the early stages of the promotion, many social media platforms, artists, celebrities and media accounts showed off their "nickname bottles" with their names on them, which caused a tsunami wave of spreading fervor.
Coca-Cola has seized the opportunity to capitalize on various keywords and community labels on social media platforms, which are precisely the topics that the post-80s, 90s and 00s are focusing on nowadays, and especially at a time when the boundaries between online terms and daily life terms are blurring, such "nickname bottles" have a fertile soil to survive, and it has the ability to germinate, grow and flourish on its own.
This is the first time that a nickname bottle has been used in the past, and it has the ability to germinate and grow on its own.
It's worth noting that among the more than 60 nicknames, "_silk" wasn't chosen by Coca-Cola because it needed to choose a positive, upbeat nickname.
Coca-Cola's successful marketing case 2:
When it comes to Coca-Cola's marketing cases in recent years, we can't help mentioning the nickname bottle phenomenon that caught fire last year.
The ones who really create these words are in fact the ordinary young people in the society, who may be the Coca-Cola's consumers, and it is they who create these words to express themselves, and then Coca-Cola gives these words back to the content nodes. The content nodes are "given back" to them.
The point is, why did Coca-Cola come up with such a simple idea, and why did it catch on? I think a Harvard Business Review interview from back in 2011 answers that question. In the interview Coca-Cola's CMO - Joe Tripodi - pointed out that as a consumer goods company, it's important to understand that: consumers are capable of creating more messages than you are; it's the consumer, not you, who owns your brand.
In other words, a good social marketing case doesn't require you to go out of your way to come up with a stone-cold idea; every era has its own nodes of content, and the creators of those nodes are likely to be your consumers. FMCG companies just need to listen to the self-created "content" of consumers, and find the content nodes that match your brand to disseminate is enough. As Joe points out, Coca-Cola's role should be that of a presenter, not a broadcaster or evangelist.
The opposite case is the famous case of Li Ning's failure to change its logo. Li Ning wanted to complete a brand revolution by using the content node of "90s", but the content node of "90s" is not the main target of Li Ning's company. However, the content node of "Post 90s" is not what Li-Ning's main target group advocates. In other words, Li Ning has forgotten that it is the consumer, not Li Ning, who owns the brand. When a brand has been created and has survived for a long time, like a character created by a writer, it has taken on a life of its own. Readers won't easily allow the writer to change that, just as Sherlock Holmes fans won't allow Conan Doyle to kill off their favorite sleuth, and when the company tried to force a replacement with another concept, it failed.
Two, emotional nodes
Traveling out of the people must have such an experience, many tourist attractions will send you some pamphlets, you go to each attraction, you give you a stamp, in a seemingly more formal way to confirm that so-and-so, "has been here". For the average person, it's a way of making your presence felt. This is actually an emotional trigger that can evoke a good emotional feeling in people's hearts.
Last year, Coca-Cola and Snappy launched a partnership to bring this to the mobile Internet. One of the features of snapping is the photo filter function. Previously, the snapping watermark filter had only opened the privileged service for the movie "Rooftop Love" directed by Li Bingbing and Jay Chou. Coca-Cola in order to cooperate with the activities of the nickname bottle, after consulting and communicating with the staff of snapping, decided to customize the launch of Coca-Cola's exclusive watermark, trying to advertise and market from the photo watermark, so that everyone can brush their presence when taking photos and share them to sina microblogging, tencent microblogging, qq space, wechat circle of friends, renren.com and so on through snapping. As a result, within two weeks of the watermark filter going live, more than 20,000 pictures were added by netizens to the watermark filter of Coca-Cola nickname bottles on snapping***.
In this case, the difficulty lies not in the discovery of emotional nodes, but in how to "realize" it. In the past, Coca-Cola may be more likely to use the form of warm ads to detonate this "emotional node", but in this case, Coca-Cola thought of using the snap watermark this form of electronic imprint, providing a new possibility.
Three, time nodes
In the Internet era, the best use of time nodes, the first Ali invented the "double eleven" and now the e-commerce sites commonly used in the game of limited time seconds. The emergence of e-commerce, changing the law of people's consumption time, for example, before, holiday leisure time is the peak of people shopping, because people can not leave the office to go to the mall during office hours, businesses often choose this time to promote. But e-commerce has changed all this, and formed a new sales time wave with their own rhythm.
Coca-Cola recently teamed up with e-commerce to try a 3 p.m. limited-time sale. The reason for choosing this time is that Coca-Cola believes that 3 p.m. is a time when office workers are more tired and less focused, and in many companies, 3 p.m. is exactly the time for the afternoon tea break, when the chances of people browsing e-commerce sites to go shopping online will also increase greatly.
Four, space nodes
"Where the consumer appears, we have to appear." FMCG companies such as Coca-Cola usually emphasize this principle. As a result, giants like Coca-Cola and Adidas will spend years sponsoring events like the World Cup and the Olympics without sparing blood. The reason is that in a specific space like a stadium, consumer attention increases geometrically. But in the mobile Internet era, people go out less, but in the virtual space of the network "everywhere". They will not only watch the game on site, but also express their emotions through the network or mobile sharing, how to carry out social marketing at this time, it will be very difficult to brain.
Coca-Cola's new marketing plan for the upcoming World Cup in Brazil in June 2014 is not yet known. But at the 2010 World Cup in South Africa, Coca-Cola headquarters joined hands with FIFA International Football Association to exclusively film a 60-minute-long "Coca-Cola 2010 FIFA World Cup Classic Goal Celebration Moves Review" on the Internet, which includes the 94 World Cup Bebeto's Cradle Dance and 90 World Cup Uncle Mira's Corner Flag Twisting Butt. And an exclusive revisit to these famous players who made history. The question is, it's more of a World Cup goal roundup, so why did Coca-Cola think of making such a documentary, and how does it relate to Coca-Cola's brand communication?
One of the shots might give you some insight. It turns out that 20 years ago in the 1990 World Cup, Uncle Mira led Cameroon into the World Cup eight, which is not only the first time that an African team has made it to the World Cup eight, but also the best result so far. Back then, Uncle Mira liked to run to the corner flag area to wiggle his butt after scoring a goal, because by some sort of misadventure, it just so happened that the advertisement that was playing on the field-side billboard at the time was for Coca-Cola! Uncle Mira and Coca-Cola were frozen in history together by the TV camera. Coca-Cola staff found this special moment by chance, so they repurposed it in a new bottle and put it at the beginning of the documentary. 2010 World Cup was also the first time to be held in the African continent, and Coca-Cola's documentary could evoke infinite memories of Africans 20 years ago, and the communication gained surprisingly The communication has been surprisingly effective.
In this case, Coca-Cola took a historically significant spatial node from the past and combined it with a current hotspot to re-communicate it. It may seem serendipitous, but there are general lessons to be learned.
Coca-Cola's successful marketing case 3:
In the summer of 2012, to support the Chinese team at the London Olympics, Coca-Cola launched the "The Power of the Beat" campaign, inviting consumers to join in the "China Beat" to support and encourage China's sports teams.
Honmedia's unique "Tianmu" technology provides timely insights into the real needs of each consumer, establishes a consumer behavior database, and comprehensively analyzes consumers' main and potential interests. At the same time, MediaCom breaks the constraints of fixed advertisement space, and displays advertisements in the whole network to follow consumers closely.
Precise targeting technology combined with outstanding creative design, Media Hong promoted more than 10 million displays within 7 days of ad placement, covering 6 million target audiences. The average viewing time of the advertisement was 86% of the total advertisement duration, and the click rate of the target audience was over 4%.
Background
Born in 1886, Coca-Cola is the world's No. 1 carbonated beverage and one of the world's best-known products, popular among consumers, especially young ones, for its cool and refreshing taste and free and energetic brand image. Nowadays, Coca-Cola is not only a refreshing drink, but also a part of pop culture.
In July 2012, the 30th Olympic Games will be held in London, England. In order to support the Chinese team at the London Olympics, Coca-Cola launched the "The Power of the Beat" campaign, inviting consumers to "join the beat of China" and encourage the Chinese team through the passionate explanations of Liu Xiang, He Zi, Chen Yibing, Zhang Jike and other Chinese team's new strengths. The campaign was launched in conjunction with the "Power of the Beat" campaign. The ads are closely aligned with the hot events of the Olympics, and by creating a sense of suspense, the ads will attract target consumers to arrive at the campaign's main page with curiosity to find out more about the content.
Coca-Cola's target audience is mainly teenagers. In addition, consumers who follow the Olympics and the latest information about Chinese athletes are also the target audience that the Campaign hopes to influence.
Planning
Hong Media's goal was to help Coca-Cola precisely target its core audience and efficiently communicate its brand message on a one-to-one basis.
Through Baidu search data, it can be understood that consumers who follow the Olympics are paying high attention to the opening of the Games and the competition schedule recently. In addition, China's star athletes - such as Liu Xiang and Zhang Jike - are also key targets for them to follow. And teenage consumers not only keep up with Coca-Cola and similar brands, but are also keen to socialize through RenRen, follow online novels and comics, as well as watch entertainment, anime and other videos on Youku.
MediaOnline's proprietary "Tianmu" technology provides timely insights into the real needs of each consumer, and establishes a database of consumer behavior to comprehensively analyze consumers' main and potential interests. At the same time, MediaCom breaks the constraints of fixed advertisement space and follows the consumers' advertisements in the whole network.
Creative Design
In order to emphasize the dynamism and fashion of the Coca-Cola advertisement, and to better convey the theme of the advertisement, MediaCom specially designed the introductory animation and the special broadcasting frame, which captured the target audience's attention at the first time. The introductory animation is based on the main visual of the new force of the Chinese team in the Olympic Games, with the slogan "Listen, what is the sound that makes them full of energy?" It asks the audience a question and then cuts to the video advertisement.
The video frame uses the background of the campaign's main page, with the logo in the upper left corner to unify the brand message. Audiences can use the two different buttons "Find Clues" and "Reveal the Answer" at the bottom right of the video frame to reach the "Clues" and "Reveal the Answer" sections on the main page of the campaign to watch the full video and learn more about the campaign, and they can also use the SocialMedia sharing at the top of the video frame to communicate and share the video with the official pages/accounts of Coca-Cola on Renren, Kaixin, Sina Weibo and Tencent Weibo in a single click. You can also share the campaign on Renren, Kaixin, Sina Weibo and Tencent Weibo.
Results
The ad was shown over 10 million times in 7 days, reaching 6 million target audiences. The average viewing time of the ad was 86% of the total ad time, and the click-through rate of the target audience was more than 4%.
100 examples of online marketing cases
Classical cases profoundly affect us, but also quite worthy of our learning and reference. It can be said that a hundred flowers blossom, creativity is full of flying, the following I share with you eight successful cases of network marketing, I hope you can be satisfied.
Case 1: Tmall Suning tearing battle - mom hit me again
"Mom hit me again" is a set of mom slapping her daughter and mother-daughter dialog four-panel cartoon picture that became popular on the Internet in December 2013, its name is taken from the Taiwanese movie "Mom Love Me Again". During the Double Eleven period, it was taken by Suning.com and changed into the advertisement of "Mom slapped me once more", "TM's Double Eleven you should have one more choice". I have to say, this advertisement is very targeted, with Tmall's red contrast Suning Ebay's blue, both mockery and truth, everyone "happy", I do not know what Ma Yun saw this advertisement figure think ah. Later on, the netizens passed out back to the fan version, really quarrel is not too much, really want to start ah. The netizens triggered a large number of forwarding and crowded hot discussion.
Case 2: Baidu - offline events online marketing: "Hi, about it?"
In September this year, when the iPhone 6 in the western hemisphere swept the Internet with the gesture of "bigger than bigger", Baidu Input Method in the eastern hemisphere also debuted the concept of "better understanding of your expression, as well as your iPhone," setting off a campaign of "understanding the expression of your iPhone," and "understanding the expression of your iPhone. The concept of "more understanding of your expression, and your iPhone" set off a "understand you" trend. Even Wang Sicong, the husband of all the people, joined in and tweeted in support of Baidu, so Baidu Input Method is also known as "Wang Sicong's same type of input method". At the same time, Baidu Input Method for iPhone was also the first mobile Internet product to appear in New York's Times Square, and its offline advertisement for Chinese people around the world, "Hi, are you going to do it? It became a popular Internet catchphrase in October and triggered a large number of netizens to discuss and follow the trend. Baidu Input Method utilized the offline event of the New York Times Square advertisement to create a case of online marketing, and also got a lot of companies that are famous for marketing to follow the trend of imitation, so it can be said that it is a very eye-catching Internet marketing event in 2014.
Case 3: Chu Orange - an Internet orange
The founders of BenLife.com were once entrepreneurs in media such as Southern Weekend, Southern Metropolis Daily, New Beijing News, and NetEase. Media people are still well versed in the way of media. This website has led the "home for dinner" and other popular social topics, "Chu orange" is to make this website to a higher level of the ladder. Three key points of the operation: Key point 1: _ Orange _ Ice-sugar oranges planted by Jian Shi. There are always ups and downs in life, but the spirit can be passed on. This saying has spread very widely on the Internet. Then use some numbers to summarize the _ old: 85 years of ups and downs in life, 75 years old again start a business, cultivate ten years, and bear 24,000,000 tired orange fruit. Key point 2: personalized packaging In addition, the packaging as the core communication material, and, the packaging with LOGO, graphics were forwarded, LOGO at a glance. Key point 3: 10 youth inspirational micro-video. Followed by the effect: Chu orange willow peach Pan apple. After a few marketing, life network has been in 100 cities across the country with millions of registered users, are higher income, high quality of the cultural sector, white-collar people and family users, age group 28-35 years old, women accounted for 55%.
Case 4: DDT taxi - money is optional
WeChat's DDT taxi invested 1 billion in huge subsidies to fight the marketing war, many small and medium-sized taxi software have fallen. DDT taxi and WeChat payment cooperation has launched the third round of marketing, not only will the amount of reduction from 5 yuan back to 10 yuan, and launched a new user first single reduction of 15 yuan, and in this year's Valentine's Day, Thanksgiving Day and other festivals to send a large number of red envelopes, and then launched a series of marketing "four partners three with DDT," and so on. The first is a series of marketing tactics such as "four little friends three with drops". The price war has really benefited passengers and drivers, and user activity is high.
Case 5: Sinbad save _ race - 7 days and 7 nights extreme live
After the double 11, microblogging account @ I'm a cyclist issued a resignation letter, voice expressed the determination to change the runway of life, resigned from the position of director of operations of the Tmall, and elaborated on the hardships of e-commerce operations helpless, so that the public attention quickly gathered Public attention quickly gathered in this much pressure from the inventory, the amount of small no factory, order delays and many other problems afflicted by the e-commerce group, triggering e-businessman **** Ming, netizens and named it "___ family". In fact, this is Sinbad clothing small fast production to create a series of events marketing, from the letter of resignation to the Beijing World Trade Center Couple _ sign for rescue activities and so on. After the popularity of "___ race", it took the opportunity to launch the microblogging Sinbad "7 days 7 nights pop-up challenge", and promised to be randomly selected 7 lucky sellers to experience free 3 days to type, 7 days to produce 50 pieces of clothing extreme production of the new model. The determination to subvert the traditional clothing supply chain is evident. The activity attracted nearly 1,000 clothing e-commerce sellers to participate in the registration, it is worth praising the Sinbad using the whole official website, official microblogging and WeChat public account synchronous live broadcast form, open, transparent clothing production process, a large number of media and netizens unanimously praised. From the _ tribe paved the way to Sinbad appeared, online to create a new community, Bo sympathy, attract **** Ming, offline couples _ standing on the street holding up a sign for rescue, online and offline echo, public opinion reached the peak when the words turn to hold up the Sinbad clothing small fast production, the _ tribe onlookers traffic into the Sinbad explosive challenge, which behind the marketing means of successive precision worthy of a close look at.
Case 6: Meizu MX4 - an atypical marketing
Meizu has changed. Instead of the previous marketing weakness, the "self-hacking" marketing approach to get the day of the Baidu search list Top 1. In the microblogging platform, the Meizu technology #2014 Meizu new conference #, #Meizu MX4 # two topics cumulative total of 700 million readers. Only 40 minutes after the launch, the two topics successfully occupied the top of the microblog topic list and took the first and second place in the comprehensive hot search list. Meizu's first new product launch event was live-streamed on Baidu Bar, and only the graphic live-streaming post had gained more than 8.62 million followers on that day. From the suspenseful marketing during the warm-up to the sarcasm and ridicule of competitors throughout the conference, the practice of "self-hacking" and "creating negative public opinion" is certainly not the first of its kind, and is atypical of Meizu in that it treats self-hacking and negativity as an important weapon to be used, and through the use of information, timing, and scale, it has become a major player in the marketplace. By using a good grasp of the message, timing and scale, it has won enough attention and ultimately achieved good results.
Case 7: Xiaomi - "God copywriting"
There are two requirements for Xiaomi in the product copywriting and picture expression: first, it should be direct and speak in the vernacular, so that users can understand at first hearing; second, it should be to the point, perceptible, and able to move the users. Three classic cases: "millet cell phone is fast", "millet piston headphones" and "millet mobile power, 10400 mAh, 69 yuan". The message output of an advertisement needs to be encoded and decoded to the consumer, and then there will be interference and depletion in between, so the most effective is simple encoding, direct decoding, and the highest fidelity.
Case 8: Alibaba - a social marketing lesson
Before the listing of Alibaba, no matter "Alibaba listing roadshow promotional video" in WeChat in the dissemination of the minutes to break the 100,000 readers, or Jack Ma with a mouthful of fluent English to tell everyone what Alibaba is, it is not surprising to win a full applause. The "Alibaba U.S. Roadshow Promotional Video" has been disseminated in WeChat and has reached 100,000 readers in minutes. In addition, there are "Alibaba U.S. roadshow PPT" and "Ali's letter to investors said what? Such content from the "secret", "insider" point of view, the attraction is still there, you see will not look at what Ali said in the end? This is an important communication node in the listing process. Simply summarized as follows: first of all, the light and dark lines of communication complement each other; in addition, focus on the key opinion leaders; finally, pay attention to the dissemination of tone.