Brand Marketing Is Not Short Of Big Help.

When it comes to star marketing, what do you think?

Many people may think.

Today, the way of Star Marketing has reached a new level.

Inviting stars as brand design and creative director, participating in daily creative work, or even investing in stocks and entering the board of directors, the event itself is enough to attract people.

JC Collezione, the world renowned Footwear Group Highline United China

In this era full of celebrity endorsements, we seem to see completely different scenery: in the new mode of cooperation, the relationship between stars and brands is a kind of solidarity. The products and brands have their wisdom. They have a strong sense of responsibility for the brand, mobilize their resources, and actively promote and promote products and brands.

Marketing is never short of big business. The key is how to make good use of big players.

So, how do these brands surprise us? How do they work? What are their starting points and foothold? What are the advantages and disadvantages of the new model? Let's listen to JC Collezione and Samsung about their new marketing practices.

New mode of star cooperation

It is one of the common means to enhance the public image and expand social influence by spending large sums of money on hiring famous stars as brand spokesmen.

From TV advertising to outdoor advertising to campaign endorsement, we are surrounded by various forms of celebrity endorsement.

Since last year, the celebrity endorsement of the electricity supplier industry has caused a craze for fanaticism.

Following Chen Yao's endorsement of Zhaoji network and Zhaopin recruitment network, the 58 city advertisements of popular movie star Yang Mi endorsed bombing on the subway and public pport.

Wang Luodan, Han Han, Huang Xiaoming endorsed all fans, Peter Ho, Yu Na, Lan Qin endorsement group treasure network, Han Geng endorsement jumei.com, Han Geng endorsement pull hand net, dream of bazaar.

The Internet industry is trying hard to invite stars.

But anyway, the way of celebrity endorsement is not new enough, and inviting stars as brand designers and creative directors to participate in daily creative work, or even to invest in stocks and enter the board of directors, is enough to attract people.

In foreign countries, there are already successful cases in this area.

In these cases, stars are not only simple spokesmen, but also participate in brand building, and become the behind the scenes promoter of brand success.

In January 25, 2011, under the strong invitation of Intel, Black Eyed Peas's lead singer Will.i.am officially became Intel creative director, helping music smart phones, tablet computers and laptop development work in music.

In addition, he will give full play to his skills to make music for Intel and play the role of musicians.

As for the cause of cooperation, Intel CMO Deborah Conrad said: "Intel and its innovation are closely related to the global youth cultural trend, embracing new devices and new forms of communication and entertainment", said Conrad.

Will.i.am also thought it would be a good try, because "almost anything I do is related to processors and computers, and when I see Intel processors, I think of these very creative behind the scenes teams that help me enlarge my creativity."

At the beginning of 2010, at the international consumer electronics products exhibition held in Las Vegas, the Lady Gaga, the famous pop star, dressed as a thunderbolt, took the lead in the creative director of Polaroid series of special imaging products. It quickly occupied the layout of the major media and made a lot of eye for the troubled company.

Lady Gaga will not only appear in the advertising of the camera company, but also help Polaroid develop new products.

At the same time, she will also own shares of the company.

In 2010, Sarah Jessica Parker, Sarah Jessica Parker, was named Halston's president and chief creative officer.

After that, she needs to stand in the celebrity's perspective to help the company comment on the future trend of the fashion industry, and make strategic direction for the development of the iconic brand.

She will get a share of the company and have a seat in the board.

Popchips, which produces potato chips, did not seek advice from Madison street, but came to the actor and producer Ashton Kutcher (Ashton Kutcher).

The 32 year old actress who married Demi Moore and founded the Punk 'd on MTV television has won a minority stake in Popchips and has been appointed president of pop culture.

Kutcher, who is known for his active use of Twitter, will be responsible for Popchips's social networking marketing work to help companies create content on social networking sites to promote this young brand.

Years ago, the deeper cooperation between Hollywood and American companies began to emerge. At that time, rap artists "50 cents (50 Cent)" bought Energy Brands Inc.

Shares.

The company that produces Vitaminwater, such as Glaceau, has been accepted by Coca Cola Co.

In 2008, talk show host Ellen Dejan Ni S (Ellen DeGeneres) got a 15% stake in Halo Purely for Pets.

This is a pet food company under the Pegasus Capital Advisors LLP.

As part of the agreement, the comedian participates in many aspects of the company's business, including helping to select new tastes for pet food.

The agreement is bridged by William Mor RIS Endeavor, a brokerage firm.

[industry perspective]

Zhan Shaoqing Jiangsu Shuang Liang group brand manager

What is the reason behind this trend?

It is an explanation to establish closer cooperation between celebrities and spokesmen.

Because of deep cooperation, the new model not only makes the spokesperson more responsible to the brand, is willing to pay for it, but also brings more trust to the consumers, so that the star's "halo effect" can be brought into full play.

Whether or not the name of "spokesperson" is in fact, it is true that "spokesperson" is true, and people will instinctively bind it to the brand.

In the past, the interaction between spokesperson and brand was only short-term economic cooperation. The influence of spokesperson on brand also tended to be more superficial.

Now, the spokesperson is closely related to the brand, and with the sense of responsibility of the master, he will actively use his resources to guide the development direction of the brand, and inject richer personal connotation.

As Sarah Jessica Parker puts it, "what I am doing now is not just about being a brand.

I have a stake in the company now and we have a stake in it. "

This is also a brand alliance (Co-branding).

Although LOGO may not be used in the form, it has actually made such an impression on consumers.

Whether Lady Gaga or Will.i.am, all enterprises choose are individual brands with certain influence.

When they find that their audience coincides, this cooperation value will immediately become apparent.

Marketing activities are not just direct competitors facing the same kind of customers. Many times, different industries of the same industry, or even different industries that seem to be different from each other, are aimed at overlapping or even coincident with each other. In this case, why do we not concentrate our resources on marketing to form synergy effect, but we need to separate their own marketing mode and waste resources? The mode of brand cooperation is born.

Usually, brand alliance is mainly based on the following considerations: market complementarity, value complementarity, product complementarity, and capability complementarity.

There are four considerations for deep cooperation between stars and brands.

Of course, as a brand marketing officer or creative director, the star also put forward higher ability requirements, not everyone can be competent.

Inviting stars to join, in addition to playing the role of the "opinion leaders" of the stars, through cross-border cooperation (Crossover), let the star's personal creativity and the profound perception of the entertainment industry be integrated into the brand, so as to give the brand a sense of three-dimensional and deep feeling, and provide a fresh customer experience.

With the increasingly fierce market competition and the extension of the application scope of products, the boundaries between various industries are being gradually broken. The traditional market segmentation methods can no longer work. Cross-border cooperation is becoming a new competitive strategy.

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CAI shoes: celebrities and brands share weal and woe

Speaking of Kevin Tsai, what kind of identity do you think of him? Actor? Host? Writer? Or fashion editor? Yes, Kevin Tsai has many identities.

But before "CAI" shoes come out, you will never think that he can also be the designer of women's shoes.

In June 17, 2011, Beijing Xingyuan Art Center was sparkling and the media gathered. The "MODE+" 2011 autumn and winter new product conference sponsored by the world-renowned Footwear Group Highline United China (hereinafter referred to as HUC) was held here, including the six brands of JC Collezione (JCC) &CAI series shoes.

This is the craze of the CAI series of women's shoes once again following the launch of the spring and summer products in March.

What is the cross border alliance?

In November 2010, Kevin Tsai reached an agreement with HUC's JCC brand and formally became the JCC brand designer.

After that, we saw the exposure of CAI women's shoes through Kevin Tsai's micro-blog and his program, "Kangxi came".

For a while, "Kevin Tsai entered the fashion circle", "Kevin Tsai designs shoes for big s", "Cai Kangyongcheng shoes designer, analysis of the ladies wear shoes" and other topics become the focus of attention.

People are amazed at the idea of Kevin Tsai's ghost design and his deep understanding of the women's heart, and women are looking forward to having a pair of CAI women's shoes.

However, few people know that the CAI series of women's shoes are actually from the world's famous brand of women's shoes, JCC, and the inviting Kevin Tsai as a designer is from the deputy general manager of marketing of JCC group, Jiang Meilan.

"The talent of this thing, and the frozen meat in the refrigerator is very like, and how to wait for the meat, freezing too long do not use, it is sour...

If you know that you are talented, it's not as arrogant as knowing that you have frozen meat in the fridge. What can you do to make that talent better than to store a bunch of smelly meat, to burst your fridge, and finally to destroy the fridge? "

This is a passage from Kang Yong, a friendly message to a cruel society.

Jiang Meilan said frankly that he first thought of inviting Kevin Tsai to cooperate because he saw this paragraph.

"I think this guy is really funny, and then I want to contact him," don't you want to be a designer, don't let your talents become the smelly meat in the fridge, "he said.

It sounds like a very simple decision.

But in fact, before Kevin Tsai chose to be a designer, Jiang Meilan had also thought carefully.

From the point of view of influence and popularity, Kevin Tsai's Sina micro-blog already had about 6500000 fans and ranked third in the list of celebrities.

In addition, both Kevin Tsai's book and the program he hosted has played a very important role in young people.

Kevin Tsai's way of speaking ranked first in the best seller list, and the sales volume went to a million mark, and Kangxi, who he hosted, was the first to download all video websites in succession for several years.

Of course, there is also a very important point, which is the topic of Kevin Tsai's own.

Men and women's shoes, talents and designers, Kevin Tsai's fashion circle background and excellent people will bring enough attention and discussion.

Facts have also proved that Kevin Tsai did bring unexpected publicity effect to JCC.

This publicity effect is not only due to the design itself, but also because of the spread of brand communication under the influence of his personal connections.

Kevin Tsai designed women's shoes, such as S, Lin Chiling, Kelly Lin and other star friends to wear his shoes.

As a result, discussions on CAI women's shoes became a hot topic of discussion in these stars micro-blog and Kangxi's coming.

This led to the interaction of Kevin teachers, Sheenah, Christine Fan, blacks, Li Bingbing and other stars on micro-blog.

Designer, NOT spokesperson

Perhaps someone will ask: Kevin Tsai does not know the design, ask him to do the brand endorsement is not enough? For this, Jiang Meilan has its own consideration.

The star endorsement operation has always been that the two sides have finalized their working hours, and the endorser has appeared on time to cooperate with all shooting and publicity work.

"This is too simple for everyone to do. Find a beautiful woman to take two beautiful pictures.

We are looking at the unique characteristics of Kang Yong, who is our only Oriental designer.

The designer's new identity has also become the most important factor in attracting Kevin Tsai to cooperate with JCC.

His agent once said that if he was a spokesman, Kevin Tsai's interest was not large.

"In fact, someone told me that I should talk to a professional designer."

Jiang Meilan said so.

There are also problems in this way of cooperation.

"Looking for influential designers in China, first of all, we need to know the designer's popularity in the circle, and then explain to the consumers who the designer is.

Then, maybe a handsome looking male artist can shoot an advertisement.

In her view, such a model is still "too ordinary".

Then there was the story of "don't let talent be the sour meat in the fridge".

It was precisely for the first time in his life as a designer that Kevin Tsai took the matter seriously.

In November 2010, the two sides decided to cooperate. Kevin Tsai took the initiative to run to the factory to meet with the designer to discuss how to design the shoes. After the birth of the CAI series of women's shoes, Kevin Tsai repeatedly mentioned CAI women's shoes in his micro-blog and Kangxi.

"We did not ask him for any requests. He was willing to do so because the brand is his, he is a designer, he is responsible for this brand."

Jiang Meilan said.

In fact, for Kevin Tsai, CAI shoes are more like a child who is careful to maintain, rather than a business cooperation brand. This is the biggest difference between a designer and a brand spokesperson.

Brand new step

"JC Collezione has entered the mainland market very early, and now its target consumer group has changed from a young girl to a light old woman." Jiang Meilan knows that JCC is facing the problem of aging brand image.

In order to open up the new consumer market, how to impress consumers is very important.

"Our brand is mainly from Italy designers.

We often have a misunderstanding that all high-end stuff should be very international, and this thing can be sold, "Jiang Meilan explained." in fact, if you think about it again, you will find that your so-called "advanced" may only touch 5% of the consumers, and 95% of the consumers do not know what you want to do, so there is no way to buy them.

But Kevin Tsai is different from "designer". He understands Chinese women and is suitable for localization brand promotion strategy.

JCC quickly grasped the characteristics of him and created shoes belonging exclusively to Chinese women, making them suitable for promotion in the Chinese market.

Thus, the concept of "every pet woman" was born, and the women's shoes of CAI series were born.

Kevin Tsai designed seven romantic love stories for seven shoes, put a character symbol in each pair of shoes, and wrote a love motto for each shoe, dubbing seven commercials for love stories.

The naming of the seven shoes symbolizes the seven stages of love: innocence, search, flight, promise, truth, memories, belief in love, and the gradual emergence of a woman's life in love.

Every woman can choose the shoes that suit her mood and love viewpoint.

All of these interpretations of the new concept of romantic women belonging to the "Cai style".

It is not difficult to understand why CAI shoes are so popular among female consumers.

It can be said that this is a perfect combination of new star marketing mode and concept marketing.

The listing of CAI series women's shoes in autumn and winter is a sign of JCC's continuing exploration of this new marketing mode.

At this point, JCC will take a new step.

Asked about the next cooperation plan, Jiang Meilan said with interest: "we are willing to explore countless possibilities, and there will be a series of actions later. Please wait and see."

From this cheerful woman, we can see JC Collezione's confidence in the future market.

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Making TVC into entertainment products

Coincidentally, recently another advertiser in China hired Kevin Tsai to endorse.

Kevin Tsai is an artist who loves his feathers very much. He is too commercial to speak of his heart.

To attract him, there must be a way of cooperation.

With the dream of literature and art, he went to California university to study and earned his master's degree in film and television.

The attraction of Kevin Tsai is California's Hollywood, but the Taiwan film and television industry at that time seemed infinitely more likely than the Hollywood that it saw, so it came back.

From script writing to editor's magazine, to television, from micro-blog king to designer of high heels...

Kevin Tsai's "Kangxi" has influenced a generation for 10 years, but his "director" works have never been seen.

Kevin Tsai, a senior manager of Samsung (China) Investment Co., Ltd., has seen the story of Kevin Tsai in a magazine. "Director's film works? Cross border of Samsung, maybe Samsung mobile wants..."

Bai Ye has a brainwave.

As a result, the two teams began to contact, "before making a big movie, why not play a funny movie?" Bai Ye suggests that you try new things on the Internet.

This "micro film" is different from the current popularity. It refers to the "micro" length of the movie, and also represents micro-blog's "micro". With the help of network video, micro-blog and other social media platforms, it creates a movie with high quality, inspiring and inspiring works. Kevin Tsai, who is the king of micro-blog, immediately showed great interest. Then, joining the names of Xun Zhou, Shawn Yue and Stanley Huang means that the names of all the names add up to the absolute young people's appeal. The purpose of the project is to promote the Samsung Galaxy Family (Smartphone Series), and its main target consumer group is the young people.

Samsung Galaxy Family series of smart phones is a major feature of the built-in "network ring" function, the reading circle, music circle, film and television, social circles to integrate.

In 2010, the marketing campaign focused on the "social circle", and this year turned to "reading circles, music circles, film and television circles".

Match product attributes with star characteristics, then docking with media attributes.

Before the pre launch stage of micro film, Samsung made a collection of micro film teams, including the four series of activities such as "ghosts", "gestages", "gestaping stars" and "gestaping". On the platform of micro-blog and SNS, we collected the wisdom of netizens, from script to music creation, to stimulate young people's enthusiasm for participation.

The final winner will join the creation of this superstar movie.

Just one of the activities modules, "Samsung's Gestapo micro fiction" activities began less than a week ago, attracting more than 21000 fans to sign up, and millions of netizens participated in the interaction.

At the beginning of May, the Samsung micro film jump on the line was broadcast 16 million 600 thousand times in the three week promotion period, while the advertising for promotion was less than 1 million yuan, the target consumer group reached a high rate, ROI was significant.

As of this article, in just two or three months, Samsung has sold hundreds of thousands of Galaxy Family phone products in China.

In the jump, we can clearly see the implantation of Samsung's "gestaping" series of mobile phones.

If the 2010 Samsung "4 night adventure" project is designed to create a successful entertainment product to drive the exposure of patch advertisements, 2011's jump is essentially a commercially strong advertisement. The cost of making photography is similar to that of an ordinary TVC, but it reaches a rate of less late delivery.

Samsung mobile "cross-border" marketing pace is growing, from entertainment content products to new media, from "antique" industry to new technology......

And every time "crossover", Bai Ye seems to be concerned about the construction of a "pmission mechanism".

With this mechanism, a butterfly in a tropical rain forest in South America, occasionally flapping several wings, can cause a tornado in Texas two weeks later.

This may be the "Butterfly Effect" in marketing.