AOKANG Creates Stars Through "Star" To Spread The Brand

Cross border integration is the change of old habits in old mode, and it is a challenge to whether or not we can overcome our inertia. Any change needs to be broken by entrepreneurs themselves, breaking their original ideas, patterns, ways and methods.

As we all know, the core reason for the decline of David Ogilvie, the founder of Ogilvy, is to ignore the influence of television on advertising.

Therefore, the present

The media must not ignore the advent of the era of Internet self media.

So, what are the methods? The most important thing is to cater for the new brand communication environment.

To create a topic for the brand, let advertising become news, consumers become advertising participants and active diffusers, this is the most effective way to produce geometric effect under the fragmentation of brand communication environment, the only limited advertising cost, which is called brand communication top level innovation.

The innovative thinking at the top level of brand communication is essentially different from traditional communication thinking.

I think, in the earliest practice.

The brand communication thinking may only be an enterprise with innovative genes, and the next enterprise case I want to talk about is undoubtedly an enterprise that has strong sense of innovation and gene in line with the development of the times.

DDN Jun Shi barley went with AOKANG for six years. We also started from AOKANG brand communication top level innovation.

Creating stars through "Star"

The core problem of brand communication top level innovation is to create topics and let brand communication become a topic of consumers.

This is the key to the pformation from brand to individual communication.

In today's China, almost no one can not feel a sense of Korean, and the center of the Korean wave, with you from the stars, seems to be neither Kim Su Hyon nor Gianna Jun.

Of course, this remark will definitely lead to the criticism of many other superstar fans, because everyone has their own goddess and goddess.

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Who do you admire? Who is the goddess of OR in your heart? The ten most popular stars in China are those who can become gods. This is China's entertainment event. It is sure that the support of many hard core fans is always there. In the quarrel between fans, "professors" and "long legs" are pressed into each other, unconsciously, they send their idols to God's position, and they become the participants of the original hate advertisements.

In just five days, who do you admire? Who is the man God in your heart OR?

In Sina alone, 6 million 500 thousand netizens were involved.

Of course, it doesn't matter who wins. The final winner is AOKANG. AOKANG has sent 200 million of the coupons through the campaign.

Yes, finally, "all professors" won. With the fanaticism of "all professors", they missed the opportunity to praise. You can also buy shoes from AOKANG, buy shoes from AOKANG mall, and become excellent employees of AOKANG.

The starting point is the hot spot.

Relative to the huge cost of celebrity endorsement, N times the amount of advertising cost that the brand behind him will spend.

As the advertising effect of the traditional way of celebrities is getting smaller and smaller, a traditional film, a plane, an activity thinking often let the consumer remember the star and forget the brand, and the final "top" of the top level innovation of brand communication should be the brand itself.

When "all professors" want to become AOKANG's brand image spokesperson, this is the first Chinese brand endorsement that he received after GUCCI, Maserati and other international top brands. It is a necessity after the audience of all expectations, which itself will become another hot spot. "Professor Du" has become another topic of diffusion.

Of course, the protagonist is definitely the only Chinese brand AOKANG, which is the exception.

The top level innovation of brand communication is a systematic project, which has gone beyond the traditional international 4A advertising company's thinking of brand service. This is also a week created by DDN Jun barley for AOKANG to create this wave of activities.

The best result is over 300 million.