Virus Marketing &Nbsp; See "How Objects" Fire Up.

In August 1st, Yang Fang, vice president of VLC, received the first "object" picture from his friend. The development of events in the following days made her more and more shocked.

Every object is a new term produced in those days.

To Yang Fang's surprise, the spread of the virus has erupted before the promotion of van sincere product according to its own plan.

A month ago, fan Kai pin's brand promotion department began planning to launch a special page with sina micro-blog (http://t.sina.com.cn), providing advertising templates and automatic PS tools to users, hoping to make ordinary netizens too addictive as spokesmen.

However, due to the recent launch of sina micro-blog City, the problems in the process of cooperation examination and approval and the implementation of technology, the date of the on-line activities dragged on.

This activity has not been launched since August 9th.

At first Yang Fang was nervous.

First, she contacted Qiu Xinyu, a partner in the advertisement of the group of ad producers. He was sure that he knew nothing about it. She tried to contact Zhu Yu, who detonated Guo Degang's "chicken trouble washing" picture on micro-blog.

Zhu Yu is the chief copywriter of AKQA, an interactive advertising firm in Shanghai.

In May, fan Kai Cheng launched this group of advertisements. Han Han, Wang Luodan and Wang Luodan wore billboards in Beijing, Shanghai and Guangzhou.

On the subway platform, Zhu Yu first saw Han Han's advertisement for van customer, because of his professional habits, he paid special attention to copywriting.

In July 29th, Zhu Yu, who was sick at home, saw a picture of Guo Degang wearing a Givenchy jacket on Sina micro-blog. He had seen a picture of a Huang Xiaoming who used to imitate Huang Xiaoming.

Inspired by that picture, only a few minutes later, Zhu Yu PS came out with Guo Degang's "chicken wash" version and went to Sina micro-blog.

"Pure fun."

Zhu Yu said.

Two hours later, when he entered micro-blog again, the picture had been forwarded more than 100 times.

Zhu Yucheng himself has never bought a product of "fan Ke Cheng pin". "Like advertising does not necessarily like products."

The object of Huang Xiaoming's "too many sets" is considered to be the earliest spoof picture on the Internet to imitate van Kaddish's advertisements. The third year student of Beijing Institute of Graphic Communication is Kou Shuai, the author of this picture.

Kou Shuai studied animated production. He loved PS pictures at ordinary times. He also had an electronic magazine named "egg magazine" with "nonsense and nostalgia" as a theme.

In July 26th, when Kou Shuai went to the bookstore to buy books, he saw "learning English with Obama". At that time, the Internet was making fun of Huang Xiaoming's Strange English accent. When Kou Shuai returned to his home, PS immediately went to learn English with Huang Xiaoming. On the spur of the moment, it was easy to get PS again. The famous Huang Xiaoming's "too many sets" objects were sent to the photo album of the bean paste together. Later, the picture was repeatedly forwarded by netizens.

Zhu Yu is also Huang Xiaoming's "set up" of the follower, starting from his micro-blog, the incident was detonated.

This teasing "object" is widely spread on the interactive platform of micro-blog, watercress, Kaixin and so on within two days. Almost all the ancient and modern Chinese and foreign celebrities, novels, games and hot spots are all "objects" by netizens.

However, after checking the visits to those websites in the early days of August, Vic, senior vice president of VIC, found that there was no significant change in the amount of visits compared to July.

The activities of the "flirting with all guests" in the city of bean paste were established in July 31st. By August 9th, 11158 people were involved in the collection, and 2769 pictures of objects PS were collected.

Zhu Yu believes that compared to the recent activities of tens of thousands of people in the city of "the love affair between you and me", the scale of "flirting with everyone" is not large. However, the preference of netizens for PS has long existed, and every picture has a hot topic and events.

Cao Yun is the creative deputy director of DDB interaction, and also the chief editor of Damndigital interactive information website (which mainly collects cases of interactive dissemination at home and abroad).

He believes that the template of fan Kai Cheng's advertisement is easy to be copied, and PS pictures are the entertainment means that netizens enjoy. These two points may be the reason why objects are popular.

If all objects are regarded as a viral marketing, the key to success or failure is to grasp the level of Kuso.

If the guest body develops in the direction of self mockery or banter, it will be a great benefit to all fans, but if it gets worse and even hurts others, it will inevitably involve all customers.

In the morning of August 2nd, everyone held an internal meeting to discuss and determined that the public relations department was closely concerned with the dynamics of the incident, and guided the netizens to regard themselves as PS objects, hoping that the PS trend would develop towards goodwill and positive direction.

The public relations department began to check the pictures sent by netizens on the interactive platform such as micro-blog and forums.

After more understanding of the situation, Yang Fang gradually relaxed, statistical information shows that netizens spontaneous entertainment PS coincides with the real expression of "true self expression" that van guest sincere wants to convey.

The print ads endorsed by Han Han and Wang Luodan are the first brand advertising launched by everyone.

In the second half of 2009, as the turnover increased significantly, van patron felt that it was necessary to do some brand advertising. But generally speaking, the spokesperson had to shoot video advertisements and put them on TV. They were not sure whether they should put on TV advertisements, so they had been discussing it all the time.

In May, after winning the 50 million round of the fourth round of investment from tiger Global Fund, the company's revenue plan from 700 million to 1 billion 500 million to 2 billion, and its product line has expanded from the shirt and T-shirt to six categories: Men's wear, women's wear, children's wear, shoes, accessories and household.

Although it is not yet clear whether to invest in TV advertising, the idea of promoting brand advertising is beginning to be determined.

They conducted a spokesperson selection survey on the website and consulted the advertising companies, but the spokesperson of the selection always made the management "feel wrong". Until Han Han and Wang Luodan appeared, CEO felt that the two were in line with their feelings for Vic and personally decided the two people to endorse.

In the company's business strategy, the old idea is clear: adhere to the user experience, adhere to the best cost-effective.

But what kind of image is the brand of the customer, he is not sure.

At first he thought it might be "fast fashion" and later found that "popular fashion" might be more appropriate.

The same problem has been encountered in the cooperation with advertising agencies, which has contacted 30 advertising companies, and has seen many advertising proposals, but the management of all customers has been "unable to find the feeling".

Ke Linli, who has participated in the selection of advertising companies, is in charge of the core Department of fan's product center.

"Before the sale of all products, the product was directly driven by sales, and no brand promotion was done."

Ke Linli said that the feeling of management of the brand is not clear.

Yang Fang also said that not everyone needs to create a special image. The company's greatest hope is to find a partner who can help them express the temperament that has been formed.

This is a product positioning that is consistent with the quality of its products, and it can last for a long time.

Qiu Xinyu has 13 years of advertising experience, the first 10 years in the United States advertising, dynamic zone "my site to listen to me" came from his creative team.

During the proposal, Qiu Xinyu summed up his speech in one sentence: 40 minutes in the face, I only sold four words, I am a fan.

It is these four words that enable senior executives of van sincere to find a sense of identity.

After communicating with Chen personally, Qiu Xinyu interpreted the civilian fashion as a real life attitude of ordinary people to express themselves.

In Qiu Xinyu's opinion, "I am a customer" should be a real self experience -- Han Han can feel it in his racing car; the old age can feel it in the turnover of the growth of VCM; the Internet users who have not bought or do not buy VCM products have their own experience.

But at the beginning, advertising companies did not agree to write 29 yuan to Han Han and write 99 yuan beside Wang Luodan.

Their reason is that brand spokesmen are usually for raising prices.

"It must have been wrong.

Later, I concluded that these are the traditional brands of rotten nonsense.

The so-called positioning and promotion planned in the darkroom are all trying to confuse the old dream of the user.

Only the brand identity that user experience creates is the best brand practice.

Chen explains it in her own Sina micro-blog.

However, no matter what Qiu Xinyu or old age did not think, after 3 months of advertising, netizens enthusiastically gave up their own experience, which even startled them.

In Cao Yun's view, it is more in line with the interests of fans, and it is to cooperate with SNS and other interactive communities. The introduction of official templates can not only enhance the pmission of company information, but also control the risk of activities.

"But without Kuso factors, it is not certain whether we can achieve the current breadth of communication."

Qiu Qiu, a senior advertiser, believes that all aspects of mature brand positioning are very precise, and the tolerance for such spoof incidents is very low.

While fan is still in the early stage of brand building, it may be that netizens help fans identify their brand positioning.

Fan Cheng pin is one of the companies that actively use Sina micro-blog marketing. Employees of marketing center and planning department are encouraged to use micro-blog products such as Sina.

At the beginning of its establishment, Sina micro-blog set up a more interesting name for its own "collar", while fan provided genuine scarf as a prize, and Sina jointly presented VANCL cards to the relevant users.

In addition, fan Kai pin launched an interactive campaign to give Han Han signature "solo" through the official account of Vancl on micro-blog.

In the hottest August 3rd of all objects, van patron just finished the video advertisement of Han Han's starring role to prepare for the market in September.

For the old age, the object may be a lucky episode. Its influence on the brand of Vinci must be proved by time. What is most important for him now is to constantly check the gaps between the teams.

The sales volume reached 600 million in 2009, and vintage hopes that three to five years will be 10 billion.

Rapid development is also a problem.

Chen believes that 2 billion is the highest limit of the current operating team's burden. If it exceeds, it will inevitably affect the user experience.

The delay in orders caused by the relocation of the warehouse in May also left him with a lingering fear.