6 recent favorite cases

One good idea will light up another. When we appreciate the creative spark of a brand, our inspiration is also slowly heating up, and the copywriting will emerge in its own way of thinking. Let us find the expression that suits us in these cases!

Tmall uses new media to bring novel scene experiences to viewers.

Meituan Waimai has adopted a different way of selling products, attempting to create news events to strengthen consumer awareness.

Some brands choose to play straight and hit the target group directly.

From these cases, you may be able to find a way of expression that suits you, and leave a deep impression on readers at a time when attention is scarce.

1. Tmall - A new level of media creativity

Tmall always has new ideas in media.

Last year’s Double 11 used projection to project copywriting onto balconies, runways, late-night snack stalls, and parking lots.

In March of this year, they targeted street signs and made changes to them.

During this year's May Day holiday, Tmall took media creativity to a new level by turning the luggage conveyor belt at the airport into a "Tmall Lucky Pickup Point."

This brand operation can be said to be a dual physical and psychological insight.

On the one hand, it turns the boring waiting time for luggage into a two-way interaction. When each passenger takes away luggage, they also take away "good luck".

"Luggage is in transit, and life is in transit too."

"In 5 minutes, the wind in Hangzhou will embrace you."

"Good luck is turning towards you."

On the other hand, this also fits in with the current culture of praying for blessings among young people. Between praying to others and praying to oneself, young people choose to pray to Buddha.

The "Tmall Good Luck Collection Point" scrolls with text wishes, which not only becomes a check-in point for travelers, but also brings good luck to everyone who comes and goes.

It can be seen that the media is not just a communication carrier, it can itself become a part of the content.

The Tmall case makes me more convinced that tapping into interesting media can bring about greater communication volume and shorten the distance between brands and users in life.

2. Xianyu: Capturing the diverse interests and culture of young people

Recently, Xianyu started a very new type of press conference.

"Multi-faceted fish, each side is fresh."

This is the theme of Xianyu's press conference, and it is also a cross-section of a product, through which we can see Xianyu's new, fresh and real form.

"One Side Fresh" creates a fresh community. Fresh topics in the seafood market will become fresh transactions. And the big guys who know how to play in the community will take you to the pit by taking shortcuts.

"On the one hand, reliable", the trust system has been upgraded. There is a new fish power value, which makes Xianyu transactions more reliable, and there are user tags, which can better understand your trading partners.

From this, we can see the many sides of Xianyu and recognize its different product functions, including but not limited to community, chat, credit, product inspection, recycling...

But Xianyu’s multi-faceted growth did not come out of thin air, but was continuously upgraded based on the needs of young people.

Xianyu has gathered a large number of young people, becoming the most sensitive point of social observation. It can always gain insight into changes in young people's needs.

As the copy says, "There are as many faces of Xianyu as there are new people."

In order to catch all the fresh food in one fell swoop, it is worth mentioning that Xianyu has released a new product function this time - the seafood market.

The most unique thing about the seafood market product is that it brings a “#” to the Xianyu community, that is, it brings a variety of new scenes.

Using the symbol “#”, we gather so many new things in the community.

You can find trading hotspots, #balcony fireworks view for rent, #net celebrity barbecue queue...

You can also do business based on your interests, #sell new game skins at low prices, #music festival you can’t go to temporarily…

You can also create new and interesting businesses, #See a doctor and make an appointment with a doctor...

This # number is like a net, collecting new topics, corresponding to the interest scenarios of young people, and then turning them into new transactions.

When more and more # accounts are extended, they will be connected into a big net, which will catch all the freshness and also consolidate Xianyu's positioning as "a hobby trading community for young people."

In essence, this press conference of Xianyu is ostensibly an innovative upgrade of the product, but in reality it is also an accurate capture of the diverse interests and culture of young people.

3. "But" - Readers' perspective enters people's hearts

AI cannot replace copywriters, because only workers can understand workers.

The following poster copywriting of "But" expresses the voice of the workers. It is not fancy, but focuses on the truth. After reading the first copywriting, I was deeply involved.

I'm on vacation alone

The company is worried

Specially arranged

Computer and work to keep me company

The faraway places I've been

They've both been there

I miss you so much at my workstation

I want to cry but there is only A4 paper on the table

Every time I work overtime on the computer

It's like writing a suicide note to this world.

I drank so many Americanos.

There is no time for pain

You can pretend nothing happened

Public transportation

subway

taxi

Airplanes are used for mobile office

So-called growth

Nothing more than from

I like the sweetness of milk tea

Fall in love with the bitterness of coffee

I can put down my work

Work never leaves me alone

It's so sentimental

This set of posters seems to be exaggerating sadness, but in fact it is creating an outlet for venting. When facing the bitterness and difficulties of life, there is always a turning point "But" to reveal the happiness and sweetness in life.

What kind of copywriting is easy to move people? When a brand respects and understands the emotions of readers from their perspective, the copywriting will be truly heartfelt.

4. Meituan Takeaway: Explosive topics trigger hot categories

Durian is definitely the most talked-about fruit in May.

In order to convey the message of "buy durian on Meituan Waimai" to the public, Meituan Waimai created another more talked-about event - Meituan Waimai sold houses.

While everyone is opening durian blind boxes, Meituan Waimai has created an interesting concept, using durian and house as a metaphor. They found a common word for both, "house number", and then launched a real estate center.

With this idea, selling durian becomes something unique.

It has changed its original rhetoric and turned into a familiar real estate copywriting. Buying durian is like visiting a house in person, and you have to pay attention to the information of each house at all times.

"A nice room with a small public area, a special water drop-shaped apartment..."

In order to continue selling houses, Meituan Waimai and the fruit shop have carried out in-depth cooperation to transform the store into a real estate center.

It truly creates a hot topic and also allows consumers to personally experience the unique experience of selling durian like buying a house.

This actually comes back to the question: how to make a hot-selling product become a unique memory point of the brand?

Durian is a hot product nowadays, and everyone is selling it. How can you make consumers remember it? Meituan Waimai’s logic is worth learning from.

Use an explosive topic to detonate a hot category.

Create a new topic event "Meituan Takeout sells houses" to help the public form a memory and buy durian on Meituan Takeout.

5. Jiaoxia - Lightweight brand positioning

Jay Chou became the brand spokesperson for Jiaoxia, and they jointly presented a commercial "Simple Love".

At the end of 2022, Qun Yushan helped Jiaoxia upgrade its brand from "sun protection" to "outdoor", and redefined the clear brand positioning of "lightweight outdoor".

The song "Simple Love" by Jiaoxia x Jay Chou gives readers a sense of lightness, both in terms of content and form.

First of all, "Simple Love" is a display of lightweight outdoor life, in which the wind at the seaside, the splashing water, the footsteps and other elements constitute a simple, light and free painting. This beautiful scene allows us to truly move towards outdoor life.

Secondly, compared to other advertisements, "Simple Love" is really a lightweight content. There is no hidden viewpoint, no heavy elements, just listen to it easily, and your body and mind will be naturally opened up slowly.

In the current communication environment, this sense of ease is rare. It not only wins the favor of young people, but also echoes the brand positioning.

It can be seen that the way brand spokespersons play should be to find the points of convergence with each other in order to achieve true content co-creation.

6. Xiaohongshu: Localized City Marketing

This summer, Xiaohongshu took the lead in launching the summer marketing campaign and wrote 12 sentences with Wuhan’s voice.

Between the lines, you can feel the enthusiasm of summer and the local human touch.

you you you

Do you want to jump into Donghu Lake?

Ya

A calm mind naturally cools down

In Wuhan

You can't accept the week

You can't resist the heat

Bamboo mat, straw mat, mahjong mat,

All rolled up!!

The tendons are more roasted,

The beer is so cold,

Let’s talk more about Ha Zi today.

Bang bang, listen!

Hiding in watermelon in summer.

This set of copywriting incorporates the local dialect characteristics and absorbs the local customs and practices of Wuhan. Even if you are not from Wuhan, you can feel that summer is approaching.

Now, Xiaohongshu has opened the next stop of the city. Follow this set of posters and take a walk on the streets of Changsha.

Changsha is not big

But it's spicy

No shrimp

Can I get out of Changsha alive?

Accent Plastic

Be reliable

Drinking in the first half of the night

In the middle of the night, I slurp noodles and come back to life

The reason why this set of posters from Xiaohongshu was brought out is because it is trying a localized urban marketing.

By combining local cultural characteristics to create a sense of belonging, we can win the recognition of consumers.

Some brands use urbanized packaging on their products, such as the "city bottle", which adds elements of the Forbidden City in Beijing and prints giant panda patterns in Chengdu...

This time, Xiaohongshu has gone into the texture of the city and used different urban languages ​​to attract people to talk about their shared memories of the city on Xiaohongshu.

The culture, customs and emotions of each city are different, and localized marketing is a good strategy.

Through customized city content, we can leverage the population of each city, use the point to lead the whole, and truly achieve breakthrough communication.

If we want to create something creative, I think we shouldn't just stay in one place and think, but go around collecting wood.

And these interesting cases are just these fuels.

While appreciating the creative sparks of these brands, our own inspiration is actually slowly heating up and emerging in its own way.

Always believe that one good idea will inspire another.

Author: Black Little Finger

Source: WeChat public account "Shock Copywriting"