Financial markets are usually unpredictable. Therefore, people should prepare different possible results and do a good job in marketing case analysis. Then the following is the relevant information I have compiled, I hope you will like it.

15 Successful Analysis of WeChat Marketing of Big Brands

1. Coca-Cola-We care.

Some time ago, Coca-Cola's "We Care" swept the circle of friends. Its real subject is the "sustainable development report" shouldering the heavy responsibility of corporate social responsibility. Although the content strives for image, it is still difficult to hide the image. For the sake of a more grounded social era, Coca-Cola tried to use H5 as a report to "slim down and beautify": some core materials in the report were selected, and fifteen pages of pictures were used to visually show Coca-Cola's efforts, which became a form to adapt to the characteristics of network communication, especially the needs of mobile viewing and sharing.

Marketing Enlightenment: Mixing pictures, text, audio and other multimedia is another great advantage of H5. When this vivid form meets some serious content, unexpected chemical reactions often occur.

2. Victoria's Secret

The secret of underwear brand Victoria can be said to have brought the characteristics of touch-screen mobile phones to the extreme! In order to warm up Chinese Valentine's Day, Victoria's Secret launched a cool light application in early July: the home page is an atomized photo, and a sexy girl will appear just by rubbing the screen with the user's finger. If they continue to browse, they will introduce the brand and finally reach the underwear snapping page. This interactive experience can be imitated by many brands later, from soap bubbles to glass beads, from touch screen to gravity sensing, technology is always the best weapon.

Marketing Enlightenment: Interactive experience is a new thing for users. "Technology changes marketing" is the truth.

3. Burberry-the journey from London to Shanghai

2/kloc-what is the most popular talent in the 20th century? The generalist Burberry knows this well, so we can see some clues in The Journey from London to Shanghai. To enter this H5 with a strong literary flavor, the first step is to "shake"; Step 2, click on the screen to enter the oil painting "Morning in London"; Third, rub the screen to disperse the morning fog; Step 4, click "River Surface", and the river surface will be rippled; Finally, click on the white dot on the screen to reach the terminal in Shanghai. In short, burberry has used all the interactive ways you can think of.

Marketing enlightenment: the improvement of technology satisfies the diversified interaction and linkage of mobile marketing to the greatest extent, and it is right for technology houses to have spring!

4. Tianchuang Fashion-Dear friends, love it!

The above introduction focuses on technology, but WeChat marketing, which can really be deeply rooted in people's hearts, should continue by stimulating people's emotional factors, such as "Dear friends, I love it!" Tianchuang Fashion 20 14 was launched. . As the first H5 interactive game with charity donation function in the industry, Dear Friends, Love It encourages users to upload their own voice or choose the voice of a star, and customize their own love sound card. After sharing, the brand will donate some money as a charity fund on behalf of users. At the same time, users can also get incentive mechanisms such as cash coupons and products for in-store consumption, so as to guide users to realize the behavior of in-store shopping and realize the emotional transmission and enterprise sales of O2O as a whole.

Marketing Enlightenment: In the era of marketing 3.0, product orientation and satisfaction orientation will rise to value orientation, and mobile marketing that can generate consumer emotions is successful marketing.

5. Australian Baby Toys-Chickens Hit Golden Eggs

Whether it is a black cat or a white cat, catching a mouse is a good cat; Whether it is technology or emotion, what attracts consumers is good communication! This kind of "golden egg" game with interesting interface and simple interaction returns the brand communication to the basic steps and directly implants the products into it, thus winning more exposure points. After the user enters the activity page, he clicks on the Golden Egg Lottery, and once he wins the prize, he can get a cash coupon, and then jump to the micro store to buy and use it. Users who don't win the prize can share it with friends or friends according to the guidelines, and they can get another chance to draw a lottery. For a brand-new enterprise micro-signal, it is an effective way to learn from it.

Marketing Enlightenment: Don't think too complicated about consumers! The simplest user experience can sometimes bring the most direct and successful communication effect.

At present, the total number of official WeChat accounts is 8.53 million, increasing at a rate of 25,000 every day. Obviously, the upsurge of WeChat marketing is in the ascendant, and more and more brands will also increase their investment in WeChat marketing. It is worth reminding that WeChat is the mainstream representative of the mobile Internet era, and its information transmission and media functions can not be ignored. Brands should treat WeChat marketing rationally and pay attention to content creativity, the accumulation of the first batch of users and viscosity maintenance. We should know that the operation of WeChat is a competition of information content, and the creativity expressed determines the choice of users. In this fragmented society, how to create a topical and emotional marketing method with the help of the latest technology is a problem that brands need to ponder.

Second, some time ago, Tencent officially released an internal summary of WeChat's big data analysis. The most widely known thing is that 80% of the reading of WeChat official account comes from friends circle, and only 20% of users will choose the content in * * *. In other words, if there is no good title that interests these 20% users, even the best content can only be submerged in the flood of data. The following article comes from a WeChat summary of my actual combat experience, which is very specific and accompanied by various cases. Recommended reading!

1. Put the "pain point information" that users are most concerned about on the title.

Any article has certain information value. Therefore, a good article will convey a lot of valuable information, and the editor's duty is to refine the main points, and then select the pain points that users are most concerned about to present in the title.

Let's give a chestnut explanation: We wrote an article in the official WeChat account that helped Zhenghe Island's strong gene tribe operate:

If you can't finish reading it out of control, you can at least finish reading these 50 books for * * * 2 days, reading 10000+* * *

And we saw the original title of this article in the circle of friends:

There are 50 excerpts from Out of Control, and the essence is here * * * Read 300 in 2 days+* * *

You can think about it. The biggest premise of a circle of friends is "friends". Friends have feelings, so the circle of friends should be a place full of emotions.

Seeing the original title, the first thing that comes to mind is that Out of Control is a 20 14 classic reading about the Internet. But the biggest problem is that this book is too thick and obscure for almost 99% people to read.

So we think there should be a need to share the essence of the book with people who can't finish reading it. From this point of view, we extract

[Difficulties] The information is:

1, "Out of Control"-Everyone knows this book, especially the traditional entrepreneurs who are facing transformation, and these people happen to be the core users of the strong gene tribe.

2, can't finish reading-when it comes to this book, almost everyone admits that they haven't finished reading it. This is especially true when entrepreneurs have little time.

3, 50 book excerpts-the pressure is much smaller in an instant. Entrepreneurs love learning and have a strong will to absorb good things.

4, collection-because you are still worried that you can't finish reading it, then give them another push.

After putting forward these elements, the title becomes much easier. The final result is that the circle of friends is forwarding this article, and almost everyone is honest: I really haven't finished reading it, it's really good, and I collected it before I finished reading it ... all these feelings.

Of course, as you can see later, this type of title is copied from ours.

2. Cut into the most common scenes in readers' work and life.

Theoretically, the closer the article content is to the user's life, the easier it is to be clicked. So a qualified editor needs to know the high-frequency scenes in users' lives.

For example, the common scenes in our college friends' lives are: taking a taxi, squeezing the bus, peeking at beautiful women, having difficulty communicating with the boss, and even spitting on the boss. Of course, I never spit, and I have always held great respect for He Chuan, renting a house, forcing marriage, sleeping late, working overtime and so on.

When your title accurately cuts into these common scenes, the chances of being clicked are much greater.

Take this article as an example:

How to highlight the beauty and strength of Chinese fonts when doing PPT *** 1 day, read 1000+* *

It accurately cuts into a common working scene of grass-roots employees-doing PPT, planning, summarizing, showing and so on.

First of all, doing PPT is a skill that many small partners need to master. Secondly, at the end of the year, many companies require employees to make a year-end summary or plan for the new year. It's just a high-frequency requirement for PPT.

The original title of this article is how to highlight the power of words and make the scene unattractive. There are many kinds of Chinese characters, English or Chinese? It is well known that Chinese design is more difficult than English design. So we chose a more specific angle:

How to highlight the beauty and strength of Chinese fonts when doing PPT?

Remember, it is Chinese font+aesthetic feeling+strength. These three elements are indispensable for a loaded PPT.

3. Find the key contradiction and lead to deep thinking.

The original title of an article is "Taxi Software and the Fate of Taxi Drivers". But as far as the title is concerned, it is difficult for us to see what it wants to elaborate, which is very vague and huge.

Because this was written by a former Ali executive, I clicked on it. But if this article was written by a guy named lucky, I might glance at the title and not know what to say, so I'm not interested at all.

However, after reading the article carefully, I found it quite informative. I still have to sort out the key information: Ali's former executives, taxi software, and the last victim * * * Because there are short-term and long-term differences between victims, the two may be completely different * * *

I decided to replace the ghost feet with the labels of former Ali executives. There are two reasons:

1*** The label of Ali's former executives is authoritative, and people will click if they believe it.

2*** Ghost Feet 7 Many users don't know it, but sometimes it backfires. * * * This is a trick.

The reason why "sensational" adds a "victim" is because people are naturally sensitive to such words and emotions and will notice this title at the first time.

There are many similar words, such as death, sex, private life, weakness, failure, ending, bottom and so on.

So, we decided to let these key elements conflict in the title:

Former Ali executives declassified: taxi software is a firefight, and the ultimate victim is the taxi driver ... * * * 2 days, reading 4000+***

Why did the taxi software fight, and the victim turned out to be a taxi driver? Aren't they the biggest beneficiaries of burning money? Why? The more incredible the reader feels, the more likely he is to open it.

This involves another title skill: leaking thighs.

4, bare thighs, do not wear underwear

Why is this?

It's simple, because you know the key information, don't click in! Oh, no, we'll tell you the result directly. You have no desire to learn.

Take an article recently published in Insert College as an example. The original title is "Wang Xing: The Internet will fundamentally change all industries, but not necessarily at the bottom".

To tell the truth, if this was not what Wang Xing said, I wouldn't have clicked in to see * * * at all. In fact, even if Wang Xing said it, I hesitated for a long time to see * * *

On second thought, we changed the title to:

Wang Xing: I have been reading 1 recently, thinking about three issues ... * * 1 day, reading 1000+***

This will better cut into the reading point and be closer to the life scene. Some friends may also want to know, what does Wang Xing really want? It will be easy to open it.

But why don't we put the title on it? This is thigh leakage: point out a content that everyone will pay attention to in the topic, arouse curiosity, and then present a specific answer in the text.

This is a sharp weapon to cheat traffic when it is used well, but it will easily become a title party if it is not used well. As an honest editor, I have always opposed the title party in my speech!

Ps, this is the title party: Wang Xing: I have been reading the most awesome 1 book in the whole universe recently, and I have thought about the three deepest questions …

Another example is:

Knowing that his lover is in Xiamen, 80-year-old Lin Yutang said to his wife: Help me up ... * * 1 day, read 2000+***

5. Distinguish between visibility and identifiability.

A pair of concepts that our team often discusses are popularity and recognition.

What is popularity? That is, everyone knows that there is such a person or enterprise. For example, Lenovo, such as Liu Chuanzhi.

What is recognition? It is when you hear this name that you will have a strong label impression, such as Luo Ji's thinking, such as Luo Pang.

In our judgment, recognition is becoming more and more important, that is, there should be distinctive labels and personalized content in the title. Instead of using the celebrity effect in general.

For example, Lenovo Group, even the longest-lived and largest private enterprise in China, is inferior. For example, Luo Ji's thinking, from another perspective, may not be as distinctive as an official WeChat account with 3.5 million fans.

For example, Larry Page, as the founder of Google, is famous enough, but for China readers, the founder of Google is obviously more recognizable than Larry Page, so there is no need to mention specific names in the title. Similarly, Zhang Youyi is not as discerning as Xu Zhimo's ex-wife, and the same is true.

Sample title:

The day after Google founder publicly humiliated his employees ... * * 1 day, read 1000+***

Xu Zhimo's ex-wife: Being a spare tire, living like a goddess ... * * * 2 days, reading 6000+***

6, there is a * * * sound, so that users feel the same, thinking that this is for themselves …

Users are increasingly fond of content related to themselves, or content that can be considered and compared from their own perspective. So we say that empathy may be the basic standard of good content.

Let me give you a few specific examples:

1*** I'm still young, let me be poor for a while …

Poverty is shining, which is the common feature of almost all young people, so this title, like a kind of self-mockery, comforts the soul.

2*** Have you ever loved a girl with your life?

This is a problem. I believe that every boy will poke his memory and heart after seeing it.

3*** Wang Shi: I stick to these five habits every day.

Everyone has his own habits. Wang Shi adheres to these five habits every day. What about you?

7, memorizing details, the text should be clean, don't be repetitive.

This seems to be the least technical, but it is the most test of language sense.

This title is a typical example of verbosity and procrastination:

How did the Universal Noodle Restaurant spread with a Weibo?

Auxiliary words are used too much. If I stand up again now, I will change it to:

Universal noodle restaurant, how to detonate the spread with a Weibo?

After deleting three words, it reads much more smoothly.

Of course, because there are no rules to follow, it is more difficult to do it. Therefore, read more books after you have a good title. Many sentences that look good, we will find something wrong when we read them.

When you skillfully use the above seven skills, you should have no problem with an above-average title.

But! But! That's not enough! For example, this article:

Luo Zhenyu: Making money is the most dignified thing.

I thought it was good after I sent it, and the number of views was good, and the title was also in line with the psychology of entrepreneurs.

As a result, someone called me to the hut and said:

If it's so contagious, how can it make your hair so flat?

Can't you just try asking questions?

Luo Zhenyu: Is there anything more dignified than earning money?

Think about it, is it more impactful?

As soon as I heard it, it was! Immediately blurt out: someone, you are so fucking awesome! Sure enough, the title is good for you ... * * * Some flattery is omitted here.

Flirting is flirting, but the truth is true. When explaining the same truth or fact, you can use rhetorical questions and rhetorical questions if you need to emphasize the tone.

The above is my experience as a novice for three months, and I will share it with you. In a word, writing requires too many skills, and we really need to do it with awe.

Finally, attach a few examples to modify the title:

Original title: Seven psychological fables

After revision: Are you a migrant worker who cut off his own meridians * * * These seven stories are highly recommended * * *

Original title: Yu Liang-style "out of control"

Revised: Yu Liang, President of Vanke: Enterprises no longer need professional managers.

Original title: The initial promotion history of Didi taxis

After revision: the whole record of the initial promotion of Didi taxi

Original title: Wang Shi shares three stories: Why are people alive?

Revision: Wang Shi: Why am I still working so hard at the age of sixty?

Original title: Liu Chuanzhi's five-hour secret talk: Do big companies have to die?

After revision: We really underestimated the 70-year-old Liu Chuanzhi's understanding of the mobile Internet …

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