6 recent favorite cases

This article shares six recent very successful cases, hoping to provide you with some new marketing ideas. Come and take a look.

Compared with Double 11, this year's Double 12 seems a bit dull, but JD 3C Digital uses a reverse short film to tell you that surprises are yet to come.

Meituan Grocery officially upgraded to "Little Elephant Supermarket", telling the story of a grown-up family. The trend of Internet celebrity clichés finally blew into the marketing world. Taobao directly made a second change and turned the Internet celebrity road sign into an innovative medium. NetEase Cloud Music launched the "Enter Calendar", and every time you press it, you will open a new day's Easter egg.

Rational consumption is becoming a trend, and the dialogue between brands and users is becoming softer. I hope the following cases can bring you new marketing inspiration.

01 This year's Double 12 seems quiet, but there are still good ideas on the way

JD.com's Double 12 short film opened up another side of the promotion from the perspective of "surprise". If you miss 11.11, you can buy it on 12.12 at a lower price. In addition, it has insight into people's fatigue at the end of the year, so it is also lightweight in communication. The commercial was shot as a brain-opening reversal drama, presenting the product selling points in a soft and entertaining way, which enhances the watchability and appeal of the advertisement.

Fans who come late can also take photos of their idols, couples who come late can also take blockbuster photos, and cats can help if you grab tickets late... It is cleverly integrated into the user's life scenes to visualize the sense of surprise of being late. A good promotional advertisement not only conveys interest points, but also resonates with users' emotions. Each product plot in the short film is integrated into daily life scenes. I was late for work, late for a date, late for grabbing tickets... but JD's 3C digital products can always bring surprises in a clever way. Compared with the rough hard advertising, JD's late reversal expression this time also seems to convey a relaxed outlook on life. It is inevitable that you will miss some things in life, and when it comes late, there are also surprises.

02 Use clever memes to win users’ favor

When the road sign "The wind of missing you still blows down XX city" became common in the streets, it also became a joke that netizens could not get over.

In an era of scarce attention, media communication is crucial to marketing. Hot topics often have strong communication power, so Taobao directly started a hot topic stew with the help of Internet celebrity road signs.

Road sign memes, Buddhist memes, auntie memes, Zibo barbecue, officially diagnosed as XX, XX certified by ancestors... Every transformed "good price style" internet celebrity road sign instantly becomes vivid and fun, turning the internet celebrity memes into an innovative media event.

The geographical coordinates of each road sign also bring out the promotional information of local specialties, such as Xiamen agarwood, Weifang kites, Nantong bedding, Dounan flowers, Jingdezhen porcelain...

It does not emphasize that everyone should buy things, but fills everyone's life with happiness. The renamed Taobao Double 12 has less gunpowder and more human touch.

03 Establish emotional connection with users

This winter, Meituan Grocery was officially upgraded to Xiaoxiang Supermarket. One reason is that the business volume continues to expand, and the other is to establish a longer-term connection with users in an emotional way.

In terms of specific implementation, Meituan Maicai officially announced its brand upgrade with a heartwarming short film "A Home That Will Grow Up".

Taking "home" as the creative core and following the story line of "love-marriage=having children", the brand feel and temperature of Little Elephant Supermarket are visualized.

Eating at a small table made of boxes, drinking and chatting after get off work... As time went by, the family needed more and more things, and the small house that was originally too crowded to move around in has become a spacious and bright big house.

Life is getting better and better, the family is growing up, and Xiaoxiang Supermarket is growing up with it. Guided by the upgrading of user needs, we are upgrading our brand and gradually moving from "brand awareness" to "emotional awareness".

The brand role that Xiaoxiang Supermarket wants to play is not just a vegetable basket that is always available, but also a partner who accompanies you and can help you with three meals a day.

04 Abandon routines and give users real discounts

As the economy goes into a downturn, “money-saving marketing” has become an unavoidable theme for major brands, but to do it well, it still requires some skills.

For example, this really wool-grabbing advertisement of Gaode, although also a fast-paced brainwashing idea, presents a just right sense of comfort, so that people don't want to turn it off after watching it.

The opening chapter raises the historical question of "Is money earned or saved?" and gives a pleasing answer: it is saved on the way to make money. The two-pronged approach of making money and saving money is more in line with the mentality of young people.

Working overtime until the early hours of the morning and having to pay for taxi fares? Salaries are gone as soon as they are received? Each scene accurately hits the pain points of young people's travel, making it easier for people to feel involved. More importantly, it really offers discounts.

The brand also used its imagination to realistically recreate the scene of "getting a lot of bargains as soon as you get on the car", strengthening users' impression that taking a taxi through Gaode Map is cheaper.

It’s not that young people don’t like advertisements, but they don’t like boring, self-entertaining, and beating around the bush advertisements.

05 Seize the “Buddhist” flow

Between going to work and making progress, they chose to burn incense. This generation of young people who lie flat have popularized Buddhist marketing.

The coffee cup, Buddhist milk tea, and random blind boxes are all basic operations, and now even the abbot's wooden fish is not spared. Combining the young people's "seeking good luck" and "temple fever" traffic, Starbucks launched a wooden fish peripheral with a sense of ritual.

The brand bear IP image, combined with the healing wood style, forms a cute wooden fish peripheral image. 7 wooden fish peripherals correspond to 7 different blessings, good luck is coming, hard work makes you rich, family health, everything goes well, safe travel, full of peach blossoms, successful weight loss...

Breaking the single coffee scene, the "Lucky Bear" wooden fish ornaments further deepen the connection between coffee and young people's lives. At the same time, it also provides young people with a new social currency to satisfy their individual expression.

For consumers, there is now an additional way to relieve stress, and they no longer have to knock on the "electronic wooden fish" to accumulate "cyber merit."

From cat's paw coffee to lucky bear wooden fish, Starbucks has caught every hot topic that young people are concerned about. After all, young people's emotions are full of new creative ways of playing.

06. Touching the user’s emotions

Every year, NetEase Cloud Music's annual music listening report always sweeps the WeChat Moments. This year, NetEase Cloud Music launched a 2024 "Enter Calendar" to make the music that once touched you feel warm and real.

Life only has a confirmation key, no return key or delete key. Fortunately, music is a secret path back to the past. Find your own touch in the melody of music.

Different from traditional paper calendars, the giant return calendar is more interactive. Every time you press it, you can summon a good luck card as a lucky egg to start a new day.

When you are in a bad mood, you can also slam the enter key and use it as a stress-relieving toy.

Each calendar card corresponds to a good music review in Yuncun. If you think about good things every day, you will definitely encounter good things, which gives users positive psychological hints.

We can’t go back to the past, but we can start to change now and make the future better. —

As the overall economic environment tightens, brand marketing has begun to look inward and take root, communicating with every user with sincere emotions.

Make the advertisement into a reversal film to arouse the user's emotions. Show the softest side of the home and establish the strongest connection with the user. Learn every popular social meme and play with the user.

In short, the brand’s core strength should be hard, and marketing should be soft.

Author: Aye, WeChat public account: Shock Copywriter (id: SHOCKCW)