Anta Zhu Minjie Shares Anta'S Olympic Marketing Experience

Zhu Minjie, senior director of the management center, shared Anta's "Anta sports" at the 2016 Sports Marketing Summit.

Marketing experience.

Marketing competition - to break

In the keynote speech of "race marketing to break", Zhu Minjie said that during this Olympic Games, the company strengthened the control of hot events, and created a hot topic in social media with the impact of vision and text.

When Sun Yang won the 200 meter freestyle and responded to Horton with his results, the official micro-blog GIF and the "victory is the fastest counterattack" text, reading about 1300000 a day.

In the 10 day's Lv Bin incident, put up the "fist can solve the problem, please don't use power", with his tears to kneel down to kiss the picture of the boxing ring, the amount of reading that night is 2 million 30 thousand, and the number of pictures is more than 20 thousand.

When Long Qingquan returned to its peak in eight years, the GIF motion map was written on the top of his arms, "holding all the pressure" to "catch all the surprises".

Deng Wei broke the world record of women's weightlifting of 63 kilograms, and the GIF dynamic diagram wrote that "weight is on hand" and "record is at the foot".

Meng Suping asked for 75 kilograms of women's champion, and shouted, "the reversal in your eyes is actually my bravery".

On Sina micro-blog, Anta's "go to break" topic attracted 170 million of the reading volume and 318 thousand of the comment volume.

Zhu Minjie said:

Compared with the last Olympic Games, the biggest change of Anta Olympic marketing is to pay more attention to interaction and convey Anta's brand idea through interaction.

In addition to marketing, Anta has made many new attempts at the commodity level to prepare goods for possible hot events ahead of time. For example, Anta prepared ahead of time to commemorate the first gold products of the Rio Olympic Games in 2016. Anta hopes to commemorate this classic moment through this commodity and share the Olympic glory with consumers.

How to do Olympic marketing well

Zhu Minjie pointed out:

Olympic marketing should not only win and gold medals, but also the correlation with consumers.

If you can't connect with the audience, users and consumers, you will lose your identity.

Therefore, Anta's Olympic instant marketing, from design to copywriting, pursues strong visual effects and language sense, and strives to meet the tastes of young consumers.

Through the power of "breaking", Anta has formed a strong emotional resonance with young people, giving the brand a more distinct character, not only has injected new meaning to itself, but also made consumers have a closer relationship with Anta and the Olympic Games.