Case and Analysis of Successful Advertising Marketing —— Adidas Clover: Original Spirit
As early as, clover was known by people for its "cool" personality and became the vane of the trend. Cool, no longer need to define, clover is the representative of "cool" in everyone's mind.
However, the current market is full of many cool brands, such as vans, converse and NSW. Therefore, the four-leaf clover decided to break through the restrictions, explore the cool essence, explore more brand spirit, and lead consumers to know the four-leaf clover more deeply.
The challenge we face is very clear: how to maintain cool brand characteristics and open up a broader market at the same time.
Business objectives
Sales increased by 10% compared with the same period of last year.
Behavior goal:
Encourage consumers to upload their own team photos. The original photos will appear in Eason Chan's latest MV, with the goal of collecting 65,438+00,000 team photos.
Fans of Sina Weibo, Renren.com and Thumbnails increased by 173000.
Brand identification objectives:
Enhance brand preference and promote the association of brand attributes of "trendy", "classic" and "personalized" to promote purchase.
Core creativity
After in-depth investigation, we found that creativity is very cool in the minds of contemporary young people. Creation is not an easy task. Original pioneers are often portrayed as tortured lonely souls, and they have experienced real struggles and struggles in the process of creation. However, in the Internet age, originality is no longer the loneliness of individuals, but the paradise of groups. We are determined to be number one in the world and make an unprecedented music video. This video will be made by Clover fans and uploaded together with their original photos. These original photos will appear in the world's first MV with all fans exposed.
Creative execution
We are very honored to invite Eason Chan as the spokesperson of the whole advertising campaign.
Adidas is a sports brand, but clover represents originality and unique personality, and Eason Chan's personal characteristics perfectly reflect these two qualities. It goes without saying that he is a super idol in the eyes of young people in contemporary China, and his participation has added more influence to advertising.
Before the activity, we asked Eason Chan to record an attractive video of the manifesto and let young people upload photos to show their original spirit. If the photos are good enough, they can appear in the final music video. We played videos on TV, Youku, Weibo, Renren and other different media channels, which successfully warmed up the activities.
After the activity started, we took the lead in inviting famous original pioneers to create our own original content. They went to passionate original places in the city, such as skating parks and nightclubs, to show their original spirit. Their images were published in Weibo, magazines and other media, which stimulated consumers' original enthusiasm and fully participated in the activities.
We have opened up a variety of channels for consumers to upload photos to participate in activities: online activity websites, movie studios in retail stores for customers to take photos and upload photos, and a convertible driving in major cities in China, carrying commandos to raid the coolest places and collect original photos of the team. We also cooperated with Thumbnail, the largest photo sharing application in China, to make it easier for consumers to take and upload team photos directly with their smartphones.
In the end, we * * * got more than 50,000 original team photos and produced the first MV with the largest number of people and created by fans. In the music video, Eason Chan sang original songs specially created for this event, and showed her original personality through dancing. We spread this MV to the greatest extent through video portals, fashion channels, music channels and social networks. This is the coolness in the hearts of the public.
Business objectives:
Sales increased by 10% compared with the same period of last year.
Results:
Sales volume increased by 365,438+0% compared with the same period of last year.
Behavior goal:
Consumers are encouraged to upload their team photos, and the original photos will appear in Eason Chan's latest MV. The goal is to collect 10000 team photos.
Fans of Sina Weibo, Renren.com and Thumbnails increased by 173000.
The number of group photos collected exceeded the expected 524.76%, that is, it exceeded the expected target of 42,476.
The growth of fans exceeded expectations 109.26%. During this period, Nike's "Sports Club" activities are also in progress. Our fan growth is 1882 18, and Nike's fan growth is 720, which means that our fan growth is 260 times that of Nike 187498. If we only look at the fan growth of Sina Weibo, we have increased 54,670 fans, and Nike actually lost 3 13 1 fan.
Brand identification objectives:
Enhance brand preference: promote the association of "fashion", "classic" and "personalized" brand attributes that promote purchase.
Results:
"Popular"-Brand attributes have increased by more than 1 1% than before the event.
"Classic"-The brand attribute is improved by more than 12% compared with that before the activity.
"Individualization"-brand attributes have increased by more than 9% than before the event.
Comments:
Clover is known as a "cool" personality. How to maintain its cool brand characteristics and explore a broader market at the same time?
Clover is committed to the team's enthusiastic advertising activities, which are novel and unique, and perfectly interpret the brand characteristics. Clover fans started from the concept of "creativity is cool" and participated in the production of a MV, which showed the original spirit and unique personality of Clover.
In terms of activity channels, online activity websites, full-time movie studios in retail stores, open-top driving between cities and other modes have been adopted, which has formed an integrated promotion effect, covered the consumer groups to the maximum extent and strengthened the promotion effect.
In this case, we innovate the media application and adopt a new social network-the picture social network in the picture reading era 2.0. When users see that their photos can interact with their favorite brand official accounts, they can prompt users to upload photos more actively, thus improving the quality and personalization of photos. This close contact between brands and fans keeps them excited and enhances brand preference.
-Chengsai
Contemporary is an era of advocating individuality and advocating style. At present, Clover leads the public to play with cool open's creativity in the form of cool open Pioneer. Interact with the target group in a specific form of activity, and in this process, deepen everyone's internal understanding of the brand of clover. The activity refined and endorsed the cool form of Eason Chan, and interacted with millions of participants, resulting in a very good sense of participation and life. The case is vivid and infectious, and it is a "fun" case that can arouse the voice of the target group!
-European cases
Successful advertising marketing case and analysis: Sandurri mellow latte: a trip to a foreign country
Announcer: Suntory (Shanghai) Food Trading Co., Ltd.
Advertising agent: Beijing Dentsu Advertising Co., Ltd. Shanghai Branch.
As an exotic product, coffee has gradually lost its original impression of high-end petty bourgeoisie, and is gradually entering people's daily life with an ordinary and moderate new value orientation.
As the center of China's economic development, Shanghai has been overwhelmed by the enormous pressure of daily busy work. As a result, coffee has become an indispensable decompression product in people's lives. Coffee's spiritual function and slightly relaxed drinking experience are also recognized by the majority of white-collar workers. Faced with such market demand, fast-food coffee represented by Starbucks, instant coffee represented by Nestle and various brands of ready-to-drink coffee drinks have flooded into the market, and Suntory series coffee products are one of them.
Consumer insight
Fast pace of life, heavy burden of life, eager to relax and release, has become the greatest wish of white-collar workers in contemporary urban life. A cup of thick and sweet coffee and a trip to a foreign country have become a symbol of modern people's pursuit of high-quality life. Through market research, we confirm that it has become a must for overseas travel to drink a cup of authentic coffee carefully prepared by the barista in a foreign cafe and feel the exotic flavor.
Activity content
Based on the above understanding, we decided to choose Shanghai to create a leisurely trip for consumers to experience an exotic latte. Our idea is exotic leisure time+mellow coffee = mellow latte exotic trip.
First, we made a video material to be played on buses and subways. The video content is as follows:
As we all know, in Shanghai, buses and subways are the first choice for office workers and white-collar workers, and various bus lines shuttle through the business circle where white-collar workers haunt. We choose mobile media such as subway and bus for video delivery, which can not only reduce the cost, but also ensure a certain arrival rate. The bus environment in the morning rush hour is relatively crowded and sultry, which will make them have a strong desire for mellow and sweet coffee immediately after seeing the advertisement.
We set the event place in an office building where white-collar workers frequently appear, and made use of the official WeChat LBS positioning push function to let white-collar workers who just got off the bus immediately receive the invitation of Suntory official Weibo for a mellow latte crossing tour.
When a large number of white-collar workers were invited to the scene, everyone not only tasted the mellow latte, but also had an intimate trip with foreign coffee masters through ar augmented reality technology. Every consumer who comes to experience coffee can instantly stay in an exotic cafe, taste the mellow latte carefully prepared by the barista and enjoy a good time.
While you were drinking coffee, we captured this leisurely moment through the automatic photo function. Make postcards on the spot, so that you can further share your joy with your relatives and friends, and at the same time, you can give them a generous gift of a mellow latte. As _ _ is in place in advance, it will give your friend an unexpected surprise: the doorbell rings, and what is waiting outside is actually a handsome foreigner who sent a heavy box of mellow lattes and friends' blessings. Through our activities, your happiness was shared with your friends in time.
Through the spread of social media such as Weibo WeChat, the strong sense of existence brought by the crossing trip, the personal delivery of foreign barista and the unexpected big gift box have aroused heated discussion among consumers, and the information has spread rapidly at a geometric speed.
fruit
From this case, AR (Reality Augmentation) technology was adopted in the tasting experience, which enhanced the interest of offline activities. Consumers can interact with the virtual coffee master on the spot. At the same time, for the purpose of customer relationship management and visiting shopping malls in person, an online activity based on We Chat was launched.
The activity lasted for one month and involved 15 office building with 654.38+10,000 people. The activity is divided into three stages: pre-promotion, on-site distribution and topic arousal. The AR experience has aroused consumers' extensive interest, and even caused great topicality, making it visited more than 20 million times on social media such as Weibo, WeChat and BBS, and the product information covered 2 million people.
In terms of Weibo's interaction rate, it far exceeded the expectation of KPI at the beginning of the period, reaching 930%. In just a few weeks, it has achieved the growth of more than 4,800 effective fans, and the newly opened official WeChat has also gained 1.300 WeChat members.
Comments:
As a brand-new coffee product, the most difficult hurdle is actually the spiritual experience of the product, even more difficult than the taste. At this point, Beijing Dentsu has done it. As we all know, China people's exploration of tea culture is interpreted by pottery. Tea culture contains a spirit, a pursuit and a totem, and so does coffee. The core of this case is that before the product entered the market, he made full use of new technologies, new media and new O2O marketing methods to experience and applied a variety of popular mainstream self-media resources to the extreme. In addition, geographical selection and accurate communication have played a very good starting effect on coffee, a fashionable product, and set a new benchmark for the brand planning industry to solve the problem of landing marketing.
-Zhang
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