A Case Study of New Media Advertising Marketing

Market is the direction of enterprise, and quality is the life of enterprise. To be a national market, we must first try out the market, bit by bit, not quickly; Done, really want to do the national market, to do a good job in marketing case analysis, half a step faster, not slow! Then the following is the relevant content of the case analysis of new media advertising marketing that I have compiled, hoping to help you.

New Media Advertising Marketing Case —— Suntory Fragrant Latte: A Journey to a Foreign Country

Announcer: Suntory (Shanghai) Food Trading Co., Ltd.

Advertising agent: Beijing Dentsu Advertising Co., Ltd. Shanghai Branch.

As an exotic product, coffee has gradually lost its original impression of high-end petty bourgeoisie, and is gradually entering people's daily life with an ordinary and moderate new value orientation.

As the center of China's economic development, Shanghai has been overwhelmed by the enormous pressure of daily busy work. As a result, coffee has become an indispensable decompression product in people's lives. Coffee's spiritual function and slightly relaxed drinking experience are also recognized by the majority of white-collar workers. Faced with such market demand, fast-food coffee represented by Starbucks, instant coffee represented by Nestle and various brands of ready-to-drink coffee drinks have flooded into the market, and Suntory series coffee products are one of them.

Consumer insight

Fast pace of life, heavy burden of life, eager to relax and release, has become the greatest wish of white-collar workers in contemporary urban life. A cup of thick and sweet coffee and a trip to a foreign country have become a symbol of modern people's pursuit of high-quality life. Through market research, we confirm that it has become a must for overseas travel to drink a cup of authentic coffee carefully prepared by the barista in a foreign cafe and feel the exotic flavor.

Activity content

Based on the above understanding, we decided to choose Shanghai to create a leisurely trip for consumers to experience an exotic latte. Our idea is exotic leisure time+mellow coffee = mellow latte exotic trip.

First, we made a video material to be played on buses and subways. The video content is as follows:

As we all know, in Shanghai, buses and subways are the first choice for office workers and white-collar workers, and various bus lines shuttle through the business circle where white-collar workers haunt. We choose mobile media such as subway and bus for video delivery, which can not only reduce the cost, but also ensure a certain arrival rate. The bus environment in the morning rush hour is relatively crowded and sultry, which will make them have a strong desire for mellow and sweet coffee immediately after seeing the advertisement.

We set the event place in an office building where white-collar workers frequently appear, and made use of the official WeChat LBS positioning push function to let white-collar workers who just got off the bus immediately receive the invitation of Suntory official Weibo for a mellow latte crossing tour.

When a large number of white-collar workers were invited to the scene, everyone not only tasted the mellow latte, but also had an intimate trip with foreign coffee masters through ar augmented reality technology. Every consumer who comes to experience coffee can instantly stay in an exotic cafe, taste the mellow latte carefully prepared by the barista and enjoy a good time.

While you were drinking coffee, we captured this leisurely moment through the automatic photo function. Make postcards on the spot, so that you can further share your joy with your relatives and friends, and at the same time, you can give them a generous gift of a mellow latte. As _ _ is in place in advance, it will give your friend an unexpected surprise: the doorbell rings, and what is waiting outside is actually a handsome foreigner who sent a heavy box of mellow lattes and friends' blessings. Through our activities, your happiness was shared with your friends in time.

Through the spread of social media such as Weibo WeChat, the strong sense of existence brought by the crossing trip, the personal delivery of foreign barista and the unexpected big gift box have aroused heated discussion among consumers, and the information has spread rapidly at a geometric speed.

fruit

From this case, AR (Reality Augmentation) technology was adopted in the tasting experience, which enhanced the interest of offline activities. Consumers can interact with the virtual coffee master on the spot. At the same time, for the purpose of customer relationship management and visiting shopping malls in person, an online activity based on We Chat was launched.

The activity lasted for one month and involved 15 office building with 654.38+10,000 people. The activity is divided into three stages: pre-promotion, on-site distribution and topic arousal. The AR experience has aroused consumers' extensive interest, and even caused great topicality, making it visited more than 20 million times on social media such as Weibo, WeChat and BBS, and the product information covered 2 million people.

In terms of Weibo's interaction rate, it far exceeded the expectation of KPI at the beginning of the period, reaching 930%. In just a few weeks, it has achieved the growth of more than 4,800 effective fans, and the newly opened official WeChat has also gained 1.300 WeChat members.

Comments:

As a brand-new coffee product, the most difficult hurdle is actually the spiritual experience of the product, even more difficult than the taste. At this point, Beijing Dentsu has done it. As we all know, China people's exploration of tea culture is interpreted by pottery. Tea culture contains a spirit, a pursuit and a totem, and so does coffee. The core of this case is that before the product entered the market, he made full use of new technologies, new media and new O2O marketing methods to experience and applied a variety of popular mainstream self-media resources to the extreme. In addition, geographical selection and accurate communication have played a very good starting effect on coffee, a fashionable product, and set a new benchmark for the brand planning industry to solve the problem of landing marketing.

-Zhang

Case study on new media advertising marketing II. Sumerian: Elegant Bloom on the Big Screen

Tell the Lord: Sumeijar

Advertising Agency: CCTV 3D Film Media Group

Today's infant product market is mixed, especially in the case that the domestic infant milk powder market is not clear, all families try their best to find breakthrough opportunities in the "fourth baby boom era" in China, stabilize and expand the product sales channel system, and establish brand trust and loyalty in the hearts of consumers.

Of course, while many domestic and imported brands bombard the mainstream TV media in turn, it is still difficult to tell the winner. Meisujiaer has quietly become famous among mainstream urban consumers, especially young and high-end mothers.

On the big screen, in outdoor buildings, Meisujiaer has always been approachable, accurately entered the hearts of consumers, and branded the spirit and concept of the brand in every beautiful moment when life began.

One: At the beginning of the "four beauties" of life, the calmness of life comes from elegant care.

Good advertising can be deeply rooted in people's hearts, first of all, from the excellent creativity of advertising itself. Excellent advertising ideas, only those that best meet their own positioning, there is no fixed rules and regulations.

In February, Sumeijia upgraded the advertisement for new clothes on the market, and 60-second TVC mainly promoted the emotional creativity of sensibility, easygoing and nature, and skillfully integrated the growth process of life from gestation to 6 years old with four series of products into four movie bridges, becoming a complete micro-story, conveying the concept of new clothes on the market to consumers without trace, which can be described as killing two birds with one stone.

These beautiful, vivid, warm and touching pictures, coupled with the beautiful and distant background music and the warmth of the first-person advertising subtitles, stimulate consumers' innate emotional positive energy for the first time, which is easy to make them feel intimate. In the extreme viewing environment of high-quality cinemas, the effect is better.

"Baby, from the first moment I saw you, I knew that the journey of growing up was wonderful because of you." Talking about the "four beauties" at the beginning of life before the official start of childhood-the joy of pregnancy, the touch of learning, the accompanying laughter and the freedom to run, these are calm and elegant for the main audience of the film-/kloc-the mainstream urban young and middle-aged consumers aged 0/8 to 40, flowing quietly like a classic focus plane, melting into it silently and quickly like snowflakes, and even unforgettable.

Two: big screen, alternative or mandatory?

During the Mid-Autumn National Day and Valentine's Day, Su Meijia placed pre-screening advertisements around nearly 200 high-quality cinemas in the national 12 mainstream consumer cities through the CCTV stereoscopic film media "screen giant array", which formed a strong "all-cinema, all-film" crowd accurate coverage and achieved good brand communication effect.

So, why the film media? Why do more and more advertisers choose the big screen to spread the brand deeply? What kind of media is the film media?

1. The high-speed and stable development of China film market is the premise.

The box office and the number of people increased steadily, and the growth rate remained above 30%. It is the "golden decade" of the rapid development of China film market. High-quality cinemas have sprung up like mushrooms after rain, and the continuous development and diversion of cinemas have spread the movie-watching craze all over the country, which has also created the normalization of movie schedules.

Judging from the trend in the past three years, the overall steady growth of box office every week has brought a steady growth trend of box office every month and even every quarter, with an average increase of more than 30%. In terms of movie attendance, the average monthly attendance rate has reached 5 1 140000, up 32% year-on-year.

Mature work and rest time is all over the year, and the traditional light work and rest time rises, and the work and rest time fades out to become a trend. 14 maturity, on the one hand, the single-issue box office has increased, and the time period has also been extended accordingly. For example, the box office output of 100 day is 6.8 billion yuan. On the other hand, the box office gap between the off-season and the traditional peak season is getting smaller and smaller. For example, in March and April of spring, the total box office exceeded 3 billion, and the traditional off-season realized a "gorgeous turn" and became a veritable youth inspirational file.

The liberalization of the market has brought about the normalization of the schedule, and at the same time, it has given the audience full "choice". With the increasing number of normal people watching movies, watching movies has gradually become a normal way of cultural entertainment and leisure. The future trend is that the box office and the number of people will become more and more stable throughout the year, but the box office base will still rise steadily, thanks to the favorable trend of the whole market.

2. The consumption characteristics of fixed-scale moviegoers are fundamental.

Watching movies has become a rigid demand of Chinese people. Movies are the greatest embodiment of the spirit of entertainment. In the era of more and more pursuit of quality and leisure life, movies are everywhere, and the topic of movie detonation has become an indispensable talk for people after dinner. So far, 470 million people have been watching movies. In the first half of this year, the number has reached 3 1 10,000, which means that more than 50 million people are watching movies every month on average, and a normal movie-watching army has been formed.

Movie audiences have the quality consumption characteristics of "three highs and three strong". According to the Survey Report of Movie Audiences in China consulted by Ian, there is a big difference between movies and TV in audience attributes, and movie audiences obviously present the characteristics of "three highs and three strong". And compared with TV, the audience is more accurate.

"trio" 18 ~ 40 years old city leading consumer groups, the fourth baby boom and fixed audience. They are the absolute main force of watching movies, and their consumption characteristics coincide with the entertainment, vanguard and topical characteristics of movies. Movies have been integrated into their lives; Cinema has become their first choice for entertainment and leisure, which has produced agglomeration effect. The cinema media platform combines the contents of fashion, youth and entertainment, creating an accurate advertising appeal environment for a brand like Meisujiaer, which is trying to open its popularity as soon as possible. In this communication situation, we can integrate the brand into the elite lifestyle, establish a harmonious relationship with the elite movie crowd at the right time and place, grasp the minds of the elite crowd, change the communication context, and establish a deep understanding and brand awareness of the brand.

Since the fourth "baby boomer era" in China, parents are basically the potential population of the post-80s and post-90s, which is highly coincident with the regular audience of movies. For these audiences, watching movies in the cinema is not only an act of watching movies, but also a good way of entertainment and leisure. Watching advertisements like watching movies can get a consumption orientation that conforms to its quality orientation, and infant milk powder advertisements featuring warmth and emotion cards can attract them more. Why not?

In a word, with the continuous development of the film market in China, movies will become more and more a normal form of cultural entertainment, attracting more people to watch movies and cultivating them to become regular audiences, thus driving the rapid development of cinema terminal-related industries. In the new media environment, the pre-screening advertisements in movie media will attract more and more advertisers' attention.

3. The unique communication advantage of cinema media is the key.

The scarce resources of 10 minutes and the closed environment of the cinema promote the maximization of advertising effect. According to CTR survey data, moviegoers usually enter the cinema 5~ 10 minutes in advance, which coincides with the scarce resource attribute of 10 minutes pre-screening advertisements, ensuring the accurate coverage of advertisers. As a new video media, the unique high-efficiency characteristics of the big screen-the strong audio-visual shock in the closed space-time fantasy and the excellent quality of the advertising creativity itself, coupled with the accurate audience acceptance, can maximize the single advertising effect emphasized by the film media.

The great charm of the core high-quality resource combination. High-quality cinemas are usually located in the core business district of mainstream consumer cities, which has the absolute geographical advantage of terminal consumption. Choosing high-quality cinemas with "ticket warehouse cities and core business districts" for delivery will obviously promote the accompanying consumption and peripheral consumption of cinemas on the basis of the unique communication advantages of the big screen itself. On the whole, this is a direct and in-depth communication to lead the consumers of fashion entertainment, and it is the best embodiment of the entertainment communication demand brought by the rich content platform.

To sum up, in today's film media, the actual value is greater than the market value. If we possess it first, we will gain an extraordinary and unique sense of experience and seize the opportunity of mainstream new media in the future. As a result, the value of pre-screening advertisements has been paid more and more attention by cinemas and advertisers, and audiences have increasingly favored this unique form of advertising communication, so large screens naturally become a necessity.

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The report from Shangdao Women's Consumption Research Institute shows that in recent years, the infant formula milk powder market in China has developed rapidly with a double-digit annual growth rate, and the consumption of infant formula milk powder is on the rise. Meisujiaer chose CCTV 3D film media and other high-quality cinema media to spread the brand deeply, and the audience gained extraordinary experience, gradually established their preference and loyalty to the enterprise, and the enterprise obtained good advertising effect (the advertising creativity was praised 9 1%, the memory was 8 1%, the brand preference was improved by 77%, the purchase intention was improved by 80%, and 4 1% of the audience presented it.

The above data sources: Enbase database, CTR and IPSOS case studies, CMMS and H3 population data studies.

Comments:

For young parents, the birth of a new life is full of joy and romance. They want this little life to continue the blood of the family, so the healthy growth of the baby can't be lost at the starting line. In the initial stage of giving birth to a new life, parents are the omnipotent gods of this life, and parents can provide any life needs. Gradually, God began to become a little overwhelmed, and choosing the right milk powder became a careless thing for parents. The brilliance of the cinema line has created a good opportunity for Sumeijia to meet her young parents unexpectedly. The 60-second TVC mainly promotes the emotional creativity of sensibility, easygoing and nature, skillfully integrates the growth process of life from gestation to 6 years old with the four series of products into four movie bridges, and coherently becomes a complete micro-story, conveying the comprehensive information of product nutrition to young parents without trace, bringing them surprises and finding ways to breed new life and grow healthily. The positioning of advertising media is accurate, the psychological analysis of the audience is appropriate, and the link between products and consumers is warm, cordial and natural, which can be described as the organic unity of art and marketing.

-Chen

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