Ele.me is stingy, Meituan is showing off its big factory, and MaruMei is advising to be conspicuous [Case Excavator]

This article writes about the wonderful case analysis of five brands, namely Ele.me, Meituan, Marubi, Tmall, and Mercedes. This article is suitable for major brands to read, learn the ideas of wonderful cases, and create marketing for their own brands.

The weekly broadcast of wonderful cases has arrived as promised. TOP has selected the TOP5 marketing cases of this week (2023 Week 33, August 11th - August 17th) for everyone. This week, Ele.me's "Xu Zhisheng's Performance of "Stinginess"" won the TOP1 case.

1. Ele.me: “Stingy Expert” Highlights Platform Benefits

I believe that there are always a few "stingy" people in everyone's life. Ele.me invited Xu Zhisheng to shoot a group of stingy daily life. Interestingly, Xu Zhisheng himself is really stingy.

Ele.me's "Xu Zhisheng Performs "Stinginess"" The one-bag master never uses plastic bags when he goes shopping, and one piece of clothing can hold everything; the matching expert ignores everyone's opposition and can match even the most expensive mobile phone with a cheap and practical mobile phone case; the time-spotting expert will accurately grab takeaway coupons at every punctual time, just like going to work, if you get it, you earn; when the 50% off brothers get a 50% off coupon, it is the happiest time during the working day, and 50% off is also a two-way rush; the reason why the treat expert chooses the 18th of each month to treat is...only on this day will there be large red envelopes from Ele.me.

Are these people really as stingy as Xu Zhisheng, who plays Cheng Men?

No, what they picked out were life tips. Ele.me used a few takeaway meals to vividly depict the daily life of ordinary working people.

The platform turns "stinginess" into a strength of Ele.me users, which not only conveys the platform's large discounts to people, but also triggers users' emotional identification. After all, who can refuse a large red envelope delivered at a fixed time and place?

Xu Zhisheng stopped selling facial masks this time, and cut off his bangs to pick... a door...! We read it right, he was indeed picking a real "door", and he was picking it with his head pressed against it. The director risked Xu Zhisheng getting his money deducted, and used a pun to insure his creativity. After all, with a pun, how bad can it get?

Besides, this ad isn't that bad. Compared to Xu Zhisheng's stunning appearance, which he often uses to mock himself, this ad is truly stunning.

First, the style is very crooked, but the subject is very positive.

Play is play, fun is fun, the key message of the customer is the most important. The advertisement seizes the theme of "stingy" and packages this slightly derogatory word into "the trick of life", which instantly creates a sense of identity and luxury.

Second, the five scenes are broken down to maximize the sense of immersion.

In order to avoid spoilers, please watch the movie for yourself to see the five stingy scenes. 150 words are omitted here (if each scene has 30 words)

The third is interesting expression and effective transformation.

On the surface, Xu Zhisheng is talking to you about being stingy, coaxing you, and saying that you are stingy and "know the tricks of life". But every piece of information is paving the way for the conversion of results - 18 red envelope day and 50% off day on Friday! In the end, the conversion guidance was naturally carried out.

2. Meituan’s recruitment kills two birds with one stone and conveys the atmosphere of a large company

The 2024 campus recruitment has been fully launched. Among the countless choices for young people, Internet giants always occupy a place, but the pace of "working day and night is the norm" also makes them discouraged. However, the short film released by Meituan Recruitment will let young people who are about to enter the society see that Meituan has never been a typical Internet giant.

Meituan Recruitment "Young people, welcome to join us" Meituan is a big company.

It is a large-scale aquatic product factory, where civil engineering students can become seafood price fighters; it is a flower factory that expresses love, where even durian can be used as a bouquet to emit fragrance; it is also a magic factory, which can be transformed into a ski resort, a dance hall, an amusement park, etc. under the keyboard tapping of algorithm engineers...

At Meituan, people with different majors can realize their personal values, and if they have an idea, they can stick to it. Every young person is working hard to make life better.

For those who are already working, "What is the meaning of this job" will always be a lingering question.

But Meituan’s recruitment video gave the answer. It looked like a recruitment advertisement, but in fact, through one example after another, it demonstrated to users the platform’s powerful life service functions.

As an "atypical large company", this short film emphasizes the closeness of Meituan's strong sense of life, and also conveys the youthful atmosphere and wide range of opportunities to job seekers.

3. MaruMei "Girls Don't Be Afraid of Being Too Conspicuous"

Girls always seem to hear one sentence when they pursue beauty: "Don't be too conspicuous."

Marubi said, "Girls should not be afraid of being too conspicuous." The brand teamed up with New World to collect "conspicuous stories" from girls and invited brand spokesperson Qi Wei to shoot a short film to interpret the new connotation of being conspicuous.

Under social pressure, girls will try their best not to be conspicuous, not to be the only one wearing hair accessories in the group, not to be the first one to speak in a large classroom, not to be the one in the middle in group photos... But are all these things really necessary?

Qi Wei also had similar worries when facing online public opinion, but now she said: Girls, don't be afraid of being too conspicuous, those eyes shining on you will eventually illuminate you. Feminism has enabled many brands to grasp the topic of dialogue with consumers, especially for Marubi, which mainly targets female consumers.

Through the short film, the word "conspicuous", which originally had a derogatory meaning, became an advantage in the context set by Marubi. Marubi not only expressed the brand's spiritual support for female consumers, but also pointed out the efficacy of eye cream products with a double meaning, hoping that girls can become what they want and not be afraid of being "conspicuous".

4. Tmall

Tmall released a short film on the eve of Chinese Valentine's Day, telling the sadness and warmth of long-distance relationships with a "default address". "Happy receiving and receiving each other", the platform will bring together countless moments of long-distance couples to trigger emotional resonance among lovers.

The "default delivery address" and homepage recommendation functions are not only a connection between Tmall and consumers, but also a dialogue between lovers through the platform. Tmall uses the theme of long-distance relationships for node marketing, and also showcases the platform's services while showing warmth.

5. Mercedes

As a "visionary friend" of Aranya Friendship Bay, Mercedes-Benz invited celebrities such as Li Xian, Wei Daxun, and Tong Yao to shoot a short film "Welcome to Friendship Bay". In the style of "The Grand Budapest Hotel", the dedicated hotel lobby manager, the ignorant hotel waiter, and the barista who only served boiled water showed the life in Friendship Bay, and also reshaped the young and fashionable brand image of Mercedes-Benz in the minds of consumers.

Author: Top Jun WeChat public account: TopMarketing