Analysis on the success of WeChat marketing of five major brands

1. Coca-Cola? We care.

Some time ago, Coca-Cola? We care? Is it really the responsibility of corporate CSR to brush friends? Sustainable development report? Although the content strives for image, it is still difficult to hide the image. In order to be more grounded in the social era, Coca-Cola tried to report on H5? Slimming and beauty? Selecting some core data in the report, using 15 page screen to visually display Coca-Cola's efforts has become a form that adapts to the characteristics of network communication, especially the demand for mobile viewing and sharing.

Marketing Enlightenment: Mixing multimedia such as pictures, text, audio and video 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 atomized photos. Users only need to rub the screen with their fingers, and a sexy girl will appear. 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? This is a fact.

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. Why? A trip from London to Shanghai? You can see some clues. What is the first step to enter this H5 with rich literary flavor? Shake it? ; Step 2, click on the screen to enter the oil painting "London Morning"; Step 3, wipe the screen to disperse the morning fog; Step four, click? That river? , the river ripples; 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!

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. For example, Tianchuang Fashion 20 14 went online? Dear friends, love! ? . As the first H5 interactive game with charitable donation function in the industry, dear friends, do you love it or not? Customize the exclusive love sound card by encouraging users to upload their own voice or choose the voice of Mingxing. After sharing, the brand will donate a certain amount as a charity fund on behalf of users. At the same time, users can also get various reward mechanisms such as cash coupons and products consumed in the store to guide users to realize the behavior of shopping in the store. On the whole, it can achieve the purpose of emotional transmission and guide enterprises to sell O2O.

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 interface is interesting and the interaction is simple? Smash golden eggs? In the game, brand communication will return to the basic step, and the products will be directly implanted in 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, reference is an effective way.

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 WeChat operation is a competition of information content, and the creativity of expression forms 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.

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