Interpretation Of Successful AOKANG Brand Marketing

The spread of brand can not be separated from advertising. Nowadays, advertising has almost become a "public enemy". Most people are blocking advertisements in terms of ideology and action.

Advertising is hard. If you act like an advertisement, they will kick you off.

However, during the Spring Festival, AOKANG became a special case.

"There are no customers in this world. Everyone has his own special body."

During the Spring Festival, AOKANG launched a campaign of "all the way to enjoy" campaign, taking six modes of commercials, joining hands with Jiangsu satellite TV's famous mouth Meng Fei, Zhejiang satellite TV's female anchor, Yi Yi, and so on, taking time as the axis, telling them their growth story in a smooth and moving language.

"Eighteen years old, academically biased, and failed in the college entrance examination.

Forty years old, now I am.

Life is not a result, it is a process.

This is my way. I am Meng Fei.

I wear 39 yards of AOKANG business shoes, and I enjoy everything on this road.

The six commercials are broadcast on the prime time, such as Jiangsu TV, Zhejiang satellite TV, Liaoning satellite TV and other popular entertainment websites, such as Tudou, Youku and other popular video websites. The true feelings of the micro movie style arouse the public's strong emotional resonance.

At the same time, netizens combined with hot current affairs and ridiculed celebrities (from Jobs, Tony Leung to Yao Ming, and Han Han's dispute on Fang Zi) to express their individuality and set off a craze for creating an extraordinary body. AOKANG's special body became the most popular new style of Internet nowadays.

There is no doubt that AOKANG's advertising campaign has been quite beautiful.

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The essence of advertising is to convey and foil products and brands, and the forms and techniques should serve the content and the essence.

The stickiness of advertising comes from the psychological insight of the target consumers, the precise goal locking, the penetrating power to the consumers' mind, the demand for consumption and emotion, and the full interaction with consumers.

In the "entertainment and freedom" two network age of the dissemination characteristics, AOKANG accurately content marketing as the starting point, good communication combination boxing: first, six broadcast innovation advertising forms, attract attention; secondly, the content production is real moving, telling everyone is extraordinary, and then arouse emotional resonance; again, unite the major video websites, expose the story behind Meng Fei and Yi's advertising film, and raise the climax again; finally, create the standard "extraordinary body" to cater to the public's creative psychology.

Finally, we will thoroughly realize the spread of word of mouth, the dissemination of brand ideas and the dissemination of reputation.

I have to say that AOKANG's marketing is wonderful.

"Viral marketing" is mainly induced, and it also provides consumers with recreational activities.

With the change of network environment, the leading role of content marketing is no longer the enterprise and brand organization, but the grass root class.

As far as marketing planning is concerned, enterprises need not only create events, but also carry out effective dissemination, such as trend leadership, making effective news and brand reputation, so that consumers can continue to pay attention and build up a consumption trend, such as AOKANG.

We need to figure out why we need to make brand advertising, what product information and characteristics we want to convey, what is the product information and characteristics that we want to convey, what is the pmission of objects, whether it is easy for the audience to accept and achieve results? Whether the product positioning and the positioning of the target population are clear and accurate, whether the core value of the product is established and unique? How to strengthen the expressive power of advertising, how to add some new vitality elements and potential elements while continuing the classic advantages of the brand, and how to integrate the products, advertisements and audiences harmoniously and enjoy the integration so as to make the announcement directly or indirectly affect the choice of consumers and form the promotion and promotion of sales? Maybe AOKANG's "all the way I enjoy" campaign is a case worthy of careful study by the footwear industry. Return to the essence of marketing, we