Outstanding Case Analysis Of Innovative Marketing This Year

Starbucks's WeChat two dimensional code marketing

The reason for winning the award: as a "technology company" in the retail industry, Starbucks is never stingy.

With the help of WeChat open platform with two hundred million users, Starbucks has greatly narrowed its distance from consumers.

As the largest "surprise" in the mobile Internet era, micro credit has gained 200 million users in a short span of one year.

How to pform the huge user base into commercial value, combined with the use characteristics of smart phones to help businesses more efficient marketing has become a new challenge for WeChat.

Tencent hopes that the two-dimensional code can become the entrance of O2O, and WeChat will become a bridge between online and offline marketing.

In August this year, WeChat joined hands with Starbucks to launch the ex gratia two-dimensional code: in Starbucks's national stores (except Jiangsu, Zhejiang and Shanghai), as long as users use WeChat's "scanning two-dimensional code" function to take the two-dimensional code on the Starbucks coffee cup, they will have the opportunity to get the national mall stores coupons and become VIP members.

At the same time, Starbucks WeChat subscription platform is synchronized online, listening to "Starbucks" WeChat official account, just send an emoticons, users instantly enjoy Starbucks's "natural awakening" music album, get a special mood for the repertoire.

The "two-dimensional code electronic membership card" is a new solution of Tencent's focus on O2O and Online To Offline. It relies on Tencent's powerful account system, PC and mobile phone products, so that more offline and online users can enjoy the convenience of mobile Internet, get real benefits and privileges, and open up the relationship channel between users and enterprises to help enterprises establish a pan user system.

The strategic cooperation between WeChat and Starbucks has led WeChat to take the first step in marketing business through two-dimensional code. It not only eliminates the disadvantages of traditional business models such as small radiation area, low user participation, and time and place constraints, but also has the advantages of easy fashion, high interest, strong interaction between merchants and users.

Nestle "stupid Nana" ice cream marketing

The reason for winning a prize: a new product targeted at young people is bound to be inseparable from innovative marketing methods.

Deeply understand and skillfully use social network to conduct topic marketing, so that Nestle's new stupid Nana ice cream will be highlighted in the background of the 3 major brands (Erie, Mengniu and wall's) almost monopolize the market.

According to public data, in the competitive ice cream industry, the three brands (Erie, Mengniu and wall's) account for 70% of the advertising share. Nestle, as a latecomer, faces strong challenges in channels and brands.

When Nestle's new brand of Nana ice cream (an unusual ice cream can be eaten like a real banana), how to quickly play the brand and get the user's brand cognition after the listing is imminent.

Fortunately, Nana ice cream has created an interesting food experience: when you eat a peeled jelly shell from the top, you can peel the delicious ice cream like banana peel.

But how to succeed in brand is still a long way to go.

From the marketing point of view, the Nana ice cream "fun" food experience is undoubtedly an excellent selling point, and advocating sharing of social networking will naturally become the most suitable platform.

In fact, most of the discussions on micro-blog on this product focus on this, such as "the first ice cream bar that can be stripped" in history, and "interesting to eat bananas without spitting banana skin".

Nestle finds that almost all young people in China are

Mobile phone users, they like to talk about new things, and especially believe in word of mouth. They spend less time on traditional TV channels.

The "peeling" of Nestle's stupid NANA can satisfy young people's pursuit of fresh, playful, fashionable, and willing to share the consumer psychology.

To this end, Nestle built an interactive mini website on the social giant QQ. In a website full of monkeys' tropical islands background, it is all about the stupid NaNa game, and encourages users to share the interesting experience of NaNa's peeling and edible skin. This is the key selling point of stupid NANA.

At the same time, micro-blog is used to publicize the trend.

Television, outdoor and search media are used as auxiliary propaganda.

In this stupid Nana ice cream marketing, Nestle pioneered the creation of an interactive micro website for a single product on the Tencent platform, combined with the interesting experience of the product itself, and with the impact of the new media's omni-directional multimedia, it brings intuitive experience to potential customers.

At the same time, the introduction of social networking site Sina micro-blog social marketing, to promote product word of mouth.

In February 2012, Nestle's "stupid NANA" began to warm up the whole country, and began to put on TV commercials. Meanwhile, it published information on micro-blog that "the mainland can also eat stupid NANA", which brings realistic expectations to consumers. At that time, stupid NANA began to list in Guangzhou.

In March 2nd, "stupid NANA" opened Sina micro-blog. The pre heating effect showed the effect. The first micro-blog forwarding volume exceeded 1000 in one day.

Since March, with more people eating stupid NANA locally, the micro-blog NANA content has become more abundant on the Internet.

Such as "impatient to eat stupid NANA", "there is a crash that can not buy stupid NANA......"

There is a sweet NANA called this year.

These micro-blog unknowingly form the forwarding or creating the same theme for further dissemination.

In March, clumsy NANA boarded Sina's top topic list and boarded Sina's hot search list for the 7 time.

It is understood that during the whole activity, Nestle's interactive mini website has obtained 10 million websites independently visiting user activities, official micro-blog account has gained 75 thousand micro-blog fans, and won more than 4 million 500 thousand micro-blog push. "On Sina micro-blog, the active NANA communicator has reached millions."

Oliver Jakubowicz, an ice cream business and brand development manager in Nestle Greater China, said in an interview.

The reason for winning the award: This is an attempt based on the social network and accurate marketing through massive data mining.

Nike displays personalized advertising push for every user according to user browsing habits, which undoubtedly represents a future of brand marketing.

If advertising information is targeted at consumers, advertising will be more effective.

As people become more and more accustomed to receiving information from their friends through social networks, a new form of communication platform that integrates social interaction and personalization will make the brand communication more efficient.

As China's first new media platform, Nike launched Social DNA interactive advertising platform in January this year, which can synchronize with users' QQ, Renren and micro-blog accounts, creating personalized brand experience for users.

For example, by cooperating with sina /QQ and video sites, users' personal information such as names and avatars on the social platform can be combined with Nike's creativity information, tailored advertising messages, so that users can get a one to one brand experience. At the same time, sina /QQ will know the user's landing time.

Take Sina as an example, sina sports channel is linked with micro-blog. When sina sports page is loading, the advertisement will make dynamic changes, so that users can combine information with the advertisement itself, judge users' preferences according to the contents of users' browsing, and provide users with more accurate advertisements.

According to the consumer insight data, 30% of the 15-23 year old young people never pay attention to online advertising. For brands, the most important thing is not only to create attractive advertisements, but also to cater to the individual needs of consumers, give consumers more personal attention, and social networking is the best platform to get users' personalized needs.

This is an attempt to conduct precision marketing through massive data mining on the basis of social networks.

Through the traces left by users on the social network, tailor advertisements for users, accurately contact the target users through the sina sports media platform, display personalized advertising push for each user according to the user's browsing habits, representing Nike's view of digital advertising.

It is understood that the interaction of Social DNA advertising exceeds 300% of the industry standard.

"We are very satisfied with this activity.

This result oriented advertising campaign not only utilizes real consumers' insight data, but also combines very ingenious ideas.

Huang Ting, director of Nike brand communication media, said.