Word-of-mouth marketing case 1
Kangshifu iced black tea
In the summer of 2008, Ogilvy Century made it for Master Kong iced black tea? Happy everywhere, happy or not? Theme promotion activities. The target consumers of the brand are the young and energetic generation, and music, sports, videos, chatting, making friends and games are their important habits of surfing the Internet. So we choose Maopu, Campus, Tencent, Taobao and important video websites for in-depth cooperation. Combine the characteristics of each website and the habits of netizens, and tailor the activities.
Like in the cat net? Comic reality show? Activities, let netizens upload picture stories or provide narration for scripts? Use them to entertain young people with high viscosity in the interactive community, and use their innovative consciousness and funny hobbies to encourage participation. Received 6.5438+0.5 million works within two months.
And the school intranet, launched? Fun to take pictures? Activities. Through implementation? One key? The participation mode simplifies the operation to the greatest extent, stimulates users to participate in the fun, and cooperates with the virus of SNS in the school network as a communication mechanism to promote the secondary communication. The number of participants also exceeded 4,000, and 6,543,800+6,000 valid works have been received. The image of iced black tea products is more deeply rooted in people's hearts.
And launch it on Ku6? Talent show? Choose four influential internet celebrities to gather cross-industry, cross-age and transnational netizens? Video solitaire? Use simple and novel ideas to convey joy and let more netizens contact iced black tea.
And the combination of iced black tea products with Tencent and QQ penguin image? Magic expression theme pack? The download volume reached 3.6 million times, and a large number of users actively forwarded it.
Besides,? Summer cool war? Activities use search engines to communicate with netizens; Taobao is online? Summer cool shoot? Increase the exposure of activities? In cooperation with various websites, an innovative bottle static code analysis program has been implanted, which can pull each other online and offline. At the same time, it provides Widget download, integrates event information, and has continuous communication channels with consumers after the event.
A series of online activities have received positive responses from target consumers, and the total number of clicks on advertisements during the two-month activity period exceeded 8.4 million. Although the information distributed on the contact points of different websites is fragmented, due to the ubiquity of the contact points, these fragments gradually synthesize a complete concept in the minds of consumers, shaping the young and energetic brand image of Master Kong Iced Tea on the Internet. Are you happy? This concept is deeply rooted in the hearts of the people.
Word-of-mouth marketing case 2
Dynamic music refueling group
When TVC led by Jay Chou and a group of hipsters in M-Zone began to attract public attention, the Olympic marketing offensive in M-Zone officially kicked off, and music+Olympics became the main theme of this marketing. Oil songs, cheering actions, celebrity spokespersons and the centennial Olympic Games spread in full swing on the Internet, and at the same time, unprecedented word-of-mouth marketing was launched.
The first stage: preheating
On May 1 2008, at the Jay Chou M-Zone concert, the spokesperson led the audience to do refueling exercises, but? Cheer for the Olympics with music? The slogan began to shout. The next day, what was the topic? Review of Jay Chou Concert after 1970s? Live graphic posts, the performance of members of the live dynamic refueling group, and refueling moves began to appear in major communities &; The refueling song soon took advantage of the Olympic Games to become the focus. After that, the tidbits about Jay Chou, and her spokespersons were in major communities &; Spread in the forum, several popular idols all cheered, and the pictures were reprinted by netizens. Use content marketing to maximize the popularity of stars.
The second stage: focus on promotion and form a wide range of interactive effects.
The recruitment of dynamic cheering groups has entered the hottest stage, and the ways of word-of-mouth marketing tend to be diversified. The original caliber of netizens, spoofing, adapting dynamic cheering songs and cheering actions have begun to spread widely by means of videos, audio, gif expressions, posts and blogs. The star fan base has also become a very important communication position. In the group, the call to download the idol's refueling song and use Fetion to sign the file received a warm response.
The third stage: the decisive battle for the Olympic Games, climax after climax.
The power refueling regiment entered with the Olympic preparations? Final period? Word-of-mouth marketing uses the first-person method of refueling members to spread. The national cheering plan, the display of refueling equipment and the convening of the M-Zone cheering group in the M-Zone make the M-Zone closely connected with the Olympics and make the M-Zone brand the climax of the Olympic marketing season.
Word of mouth marketing case 3
Tianya Daozi turns red.
Come on, let's make a bet! Usually this kind of words must be the kind of words that make fun of people you trust! And betting with people you trust often leads to knowing laughter. So suppose someone posted it publicly on the Internet? Mission impossible? Type of task, often can achieve the same effect.
65438. 2. 8 Each forum reprinted a post:? Tomorrow I will use technical means to let Tianya tell all the pages? Tao? Words turn green, can you believe it? Just wait and see if you don't believe me. At the same time, the netizen who posted the information boasted that if I can't do it, I will put all? Integral? Give it to everyone. ? This is obviously a simple gambling game, which has aroused the curiosity of netizens, who basically pay the bill at zero price. At 9: 65438 on February 9, 2008, the Taoist priest in Tianya Zatan turned red, so you can open it. Click on a company called? Daoxi wine network? Our website is full of 100 and get 30 free promotions. The fooled netizens retaliated with bricks, sweet potatoes, rotten eggs, cabbage leaves, high heels and other forms in the network, and then laughed. Laugh at the cunning wisdom of wine network.
Promotional advertising has always been a conventional weapon to build brand awareness. But under normal circumstances, when netizens know that this abrupt red font is a promotional advertisement, they may just browse it, or the mouse passes by, and there will be no memory. And when this is a happy memory with a little expectation, maybe I will share it with my friends, at least in a rational world, I will definitely do so.
However, in the internet age, people are no longer passively receiving information, but actively obtaining it; Among the information people get, what they get actively is often used for sharing, while what they get passively is always forgotten. Are you online? Will the word knife turn red? In this case, the information that should have been actively informed bridged a suspense gambling game, and the way of information transmission changed and became the information obtained by netizens on their own initiative. That's it? The road turned red? Luo Ji, just kidding! It provides information for netizens and strengthens the brand reputation.
Because consumers now have unprecedented information, they will use it to judge marketing activities.
Even provide consumers with valuable information? Help yourself? . Are you online? Help yourself? On the basis of this, the energy of information dissemination will increase geometrically by using online tools such as blogs, forums and instant messaging, which is consistent with the information dissemination principle of tea rooms. The core spirit of word-of-mouth marketing is: sharing and interaction? Matching height. The advantages of Internet communication technology are far from being discovered by digital marketers. We should capture the most active elements in the network pulse and formulate the most effective strategies for customers.