In an endless stream of advertising formats and ever-changing brand marketing patterns, users receive excessive information bombings every day. Without the sharp market insight and creative strategies, it is not easy to win the favor of the market though the advertising market Complex, undercurrents, but there are always some brands to blaze siege, come to the fore, such as marketing techniques will be dripping Delicate domestic products Bai Que Ling, such as always chasing hot track chasing the old driver Durex, these brands The reason why we can get a round of applause from the market, presumably and they know how marketing has a great relationship.
In the face of a fast-changing advertising market, we know that a colorful and fun marketing approach can help a brand to explode, but sharp insight and deep thinking may help brands to be deeply remembered and recognized by users. Little Swan appliances brand in the brand marketing activities, but also try to start from the insight into the community, mining social pain points, put forward new demands.
Multi-dimensional content matrix Easy to understand the concept of communication products, triggering user acceptance and reflection
Calm down, not grandstanding
Little Swan launched the water magic cube cold washing products, 'cold water washing' compared to the traditional 'hot water washing', this washing method is more energy-efficient, cleaner, more color, no deformation, so 'color is not deformed' become Its biggest selling point.In fact, consumers, they usually do not spend too much time to pay attention to washing machine water is cold or hot, not to compare the difference between the two washing, and in order to users Communicate the concept of 'cold water washing', so that users agree with the 'cold water washing', Little Swan from the content marketing level to make an effort to educate the market, allowing users to recognize and accept the brand new product concept.
How to communicate with users such a concept allows users to quickly accept and recognize it? We know that the opposite of 'cold' is 'hot', so the 'hot' hidden behind what can be tapped it? We deeply feel , The pace of social development kept accelerating, the urban population maniacal restlessness, all around seems to be filled with 'hot' atmosphere, heat so beautiful devaluation, so that anxiety warming, so that people stop thinking about the pace and Little Swan insight into this Social phenomena, combined with the characteristics of its own product 'cold', put forward to quench the 'manic' arrogance, so that the whole community calm down and calm down to feel the life.
Little Swan off this universal 'cooling' activities, not simply to promote product features, but also mixed with the urban people slow down the pace of life, calmly treat life demands, and this appeal is not sensational. Combination of thinking, often will help brand concept in the minds of consumers left the mark.
'Overheating, cool' event preheat poster
Cold humor is also a connotation of art
How to allow users to accept and participate in this 'cooling' event? Little Swan still choose to start with the content, through fresh play to attract users, with insightful content to trigger the user ponder.
Microblogging search has become commonplace, every day there is innocent information boarded the hot search, keep filling our already impetuous load of life, if one day hot search is no longer replaced by cold search, then it will be a How kind of experience? Hot Search Lengtou search, really what is not? Little Swan unique, hot traditional hot search list, out of their own 'Goose several cold search list', nowadays the public hot 'hot 'Incarnation as a cold spot, to mobilize the user interest in interaction will also lead to the cold spots' cold water washing' topic up 'goose several cold search list' launch, not to ridicule nowadays hot spots, but also mixed with to reduce social noise Bustling society, always need some 'cooling agent' to quench the agitated 'fire' in the hearts of urbanites.
Goose cold search list, air-conditioning hit
Cold joke since its inception, has been the favorite of the general public, Little Swan is also closely follow the taste of the public, inheritance style of joke, launched 'cold knowledge' list, cold posture to communicate cold knowledge. Fake, to convey the product features is true, with cold to the bones of the section to feed the user, very interesting and without any sense of violation, so that users can not help but shout: 'cold knowledge base and a few more cold Duan Zi! 'With this young user's favorite way, keep strengthening' cold 'in the user's mind imprint.
Cold knowledge list series posters
'Cold' forces continue to spread, is bound to 'cold' in the end
In order to more intuitively and humorously highlight the difference between 'cold' and 'hot', highlight the selling point of 'color protection is not deformed', the Little Swan is bold move out of the superhero, super hero for 'cold' endorsement, soft implant Big IP manufacturing laugh fruit.Using superheroes as a starting point to construct the story of its failure to transform the story, trigger curiosity of users, guide users to interact through the way to understand the product, the last floor product selling point.This story H5 Although a bit exaggerated or even absurd, compared with the teaching of cold and hot, this interactive and the story of the color, but also help to help users to remember the concept of the product.
Super hero H5
Little Swan in the activities of users communicate with 'cold water washing', all subvert the traditional concept of a single straightforward output model, and pay more attention to user interaction with the brand, but also pay more attention to guide the user to think, Little Swan want Not only is Bo users laugh, but also try to guide the user a 'laugh' after the behavior is to agree with the brand's appeal? Or will be willing to pay for this brand appeal?
An in-depth marketing campaign, giving the marketing an interesting soul
Marketing practices can be very new and exciting, but if you lack insight and thinking, you're just like a good skin-shaped body that loses your soul. We all say that the most attractive skins are thousands of interesting souls, and marketing is not the truth? Creative marketing practices will really attract the attention of users, but the real impressing users will always be your insight. You grasp the pain points of this society, to seize the user's regret, the user will feel that you know him well, you To meet his needs, and therefore will be more willing to accept the invitation issued by the brand communication, and then transformed into willingness to brand consumption.
Put aside all the ideas and activities, just look at the Little Swan's 'overheated, cool look' appeal, why not living in modern society, each of us urgently need to think about it? In impetuous society, There are noisy places where we can not escape. We also want to have a place to cool down to restore the original mind.
Although Little Swan's series of promotional activities do not actually cool the society, it puts forward a very good concept --- 'cold', the mind needs to be 'cold', and life needs to be 'cool' 'Humanity needs' coolness', eliminating all the noise of noises and returning the pureness of life and soul.
Calm down, cool down ...
