4 recent favorite cases

In this era of information explosion, how can brands leave a deep impression in the minds of consumers through creativity and emotional resonance? This article selects four brand marketing cases, which interpret in a unique way how to grasp the essence of node marketing and successfully establish emotional connections with consumers through augmented reality (AR) technology, localization strategies, creative memes, and touching copywriting.

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‍August is the highlight of node marketing.

There is the top event of the Olympics, the consumption period of summer vacation, and the romantic Chinese Valentine's Day... Faced with all these hot spots, many brands want to take in all the traffic.

But in fact, it is good enough for the brand to grasp a direction and topic.

The following cases can be used as a reference for review, and I hope they can help you find a communication path that belongs to you.

1.

I have expressed a view before that advertising should be AR-based, which means enhancing users' perception and interaction with the environment.

Xianyu has set a good example in this brand communication. It goes into the user's scene and integrates content and scenes, so that the audience can truly immerse themselves in the brand's expression.

Recently, Xianyu has been running pre-screening advertisements in cinemas in many cities. Unlike the usual message repetition, it interacts with the audience in a humorous and interesting way.

It opens with a cinema scene, with people saying humbly "watch the movie", "see you after the show"... This is both a pre-screening reminder and an attempt to attract the audience's attention.

It is worth mentioning that the Xianyu short film itself also tells a scene of watching a movie, which is equivalent to a spatial transformation, making people feel as if they are really placed on the screen.

By creating an immersive scene interpretation, the product information can be better conveyed: you can buy cheaper movie tickets, more favorable dining coupons, and more cost-effective products on Xianyu... From attracting a wide range of the general public to accurately intercepting business district customer groups, it conveys the user mentality that "Xianyu can save this way."

In addition to online communication, Xianyu also held an event in offline cinemas called "Xianyu Saves Money and Gets a Water Bottle", which not only used homophonic puns to reinforce Xianyu's money-saving mentality, but also hid "money-saving cheat sheets" from real life in the water bottles, thus intercepting users before consumption in the business district.

Through summer marketing, a three-dimensional and interactive money-saving atmosphere was created. While accurately capturing the consumption dividends of the summer vacation period, the slogan "Go to Xianyu before placing an order" was subtly implanted into the habitual consumption behavior of young people.

Throughout the entire campaign, Xianyu launched a series of coherent and interesting combinations.

Advertisements were implanted before the screening, and after the screening, the audience was able to collect water bottles to achieve consumption interception. Through the online and offline linkage, the Xianyu money-saving guide was truly delivered to young people. It also left a deep sigh in the hearts of users: Xianyu can save money in this way.

In an era of information overload, Xianyu’s communication essentially created a wow moment. Constantly bringing surprises and a sense of discovery to users is one of the reasons why Xianyu has been able to stay with young people for a long time. This is the sophistication of Xianyu, which immerses users’ emotions in the scenario of saving money from beginning to end.

2.

If foreign brands want to seize the Chinese market, they must seek localized marketing and leverage the city’s culture to trigger emotional resonance among the group, thereby achieving a breakthrough in the brand.

The same is true in reverse. Chinese brands must also do a good job of "localization" when marketing overseas and establish their own home market.

Mengniu did a great job in its communication for the Paris Olympics, integrating Chinese elements into the Paris experience.

Cheer for Chinese athletes in the form of confessions in dialect, and use "dialect" as an emotional coordinate to awaken people's identification and belonging to their hometown.

Through it, you will find that this kind of support is full of value.

On the one hand, it creates a sense of familiarity and a safe and strong psychological environment for athletes who are in a foreign country.

On the other hand, it is also about promoting Chinese culture to the world, allowing people to see China's connotation and heritage, as well as the scale and height of Chinese brands.

Mengniu’s confession in dialect this time is like a connection, linking together the hometowns of various cities and gathering them into a voice full of oriental power.

Such brand voice is not only shocking, but also makes the public feel national identity and pride.

3.

Nowadays, there is no brand that doesn’t do something interesting or play with memes.

Previously, Luyu got an advertisement by relying on the "look-alike" joke, and now Mao Buyi got an endorsement by relying on the "name" joke.

Recently, Taobao found the very interesting Mao Buyi and reinterpreted his name. Mao Buyi, every dime is hard-earned, so we should learn to save every dime.

With the help of the familiar tune of Calabash Brothers, the divine song "Bu Yi Song" was created. By combining the lyrics and melody, users can associate with the brand through the music content and establish cognition. As long as they hear "Bu Yi ah ~ Bu Yi ah ~", they can immediately think of Taobao flash sale brands.

Using magical brainwashing songs as a means of communication can not only enhance the penetration and appeal of Taobao's flash sales, but also allow more room for brand expression and fill various fragmented scenarios in the form of audio.

In the fragmented era, most people watch advertisements in a hurry. Therefore, it is important to create a "memory point" for marketing.

In this communication, Mao Buyi is a memory anchor for Taobao's flash sale. From the name to the song "Bu Yi", they are all deeply bound to Mao Buyi himself, establishing a more recognizable and friendly brand image. At the same time, this is also a communication method that is more suitable for fragmented communication contexts.

4.

The Chinese national team can be considered one of the best copywriters in this Olympics.

It is not an official tone, but like a recorder, it continues the story of each athlete. It does not exaggerate the glory of medals, but allows people to see the praise and recognition of their efforts.

Every congratulatory message is worth careful consideration, very appropriate and thoughtful.

For example, in the case of the Yangliu women’s boxing silver medal, it read: While pursuing the championship, you have already become the champion itself.

When Feng Ziqi won the bronze medal in women's wrestling, it was described like this. With the accompanying picture of blood coming out of the corner of her eye, the text and the story were really exciting.

From the resurrection match to the bronze medal, the corners of your eyes and the national flag are all red.

When praising Wang Zilu, it is described like this: Rather than saying that you are beautiful, it is better to say that you are unique.

When Zhang Yufei won the medal while ill, he encouraged her from afar and comforted her softly: True strength lies not in confrontation, but in allowing everything to happen.

If you want to watch the Olympics again, you can try to open the Chinese national team's Weibo.

It broadcasts the stories of Chinese athletes on the field in another form of pictures and texts, and also allows us to see the touching side outside the field.

We not only congratulate the medal winners, but also praise all the hard-working people. Their stories are always there, infecting more people.

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I increasingly feel that brand communication must start from "xin".

It is a "new" form, perhaps an interaction, a joke, or a dialect, presented in a different marketing tone.

We also need to put our heart into creating content, either based on the intrinsic needs of consumers or to convey a warm force.

In short, to convey the brand’s message, it is also necessary to gain public recognition and likes.