I would rather be too funny if I bump into my face and become a spokesperson丨V case of the week

Domestic Cases

I'd rather be too funny

Case: With the popularity of the program "Sister Riding the Wind and Waves", the actor Ning Jing in the program relied on the devil's Her figure and enchanting makeup are the envy of all the beachcombers. Unexpectedly, Ning Jing, who originally had a domineering sister style, was completely destroyed by a comparison picture from a netizen. Netizens posted a comparison photo of Ning Jing and the mung beans in M&M’s on Weibo, saying that Ning Jing and mung beans are very similar. Later, Ning Jing affirmed the netizen's judgment on Weibo and posted several photos comparing it with M beans and mung beans.

After Ning Jing showed up to respond, M&M’s was naturally not to be far behind. On August 3, M Dou-Mung Dou stated on its official Weibo that it was about to meet Jingjingzi. On August 5, M&M’s Mung Bean announced on its official Weibo that Ning Ning would officially serve as M&M’s brand ambassador. Not only that, M Dou-Mung Dou also formed a girl group with Jing Jingzi called "I'd Rather Be Too Dou" for their debut. After the official announcement, the Weibo topics of #安宁 m豆成团综合# and #宁狠太豆了# came into being, and many netizens joined in on the topic of comparison between Ning Jing and M beans-mung beans.

Hourglass bag turns into sand sculpture bag

Case: The annual Chinese Valentine’s Day, Qixi Festival, is coming, and major brands will naturally not let this marketing go. great opportunity. However, the love theme, which was not easy to make mistakes in the first place, caused the luxury brand Balenciaga to overturn.

For the Chinese Valentine’s Day, Balenciaga specially launched a limited edition hourglass bag. However, after the launch of this bag, both the product itself and the promotional content of the product made netizens shout. : "The hourglass turns directly into a sand sculpture." In order to highlight the Chinese elements, Balenciaga used Chinese characters to write big words "I love you" and "He loves me" on its hourglass bag products. Because it does not match the product itself, it makes this hourglass bag look difficult to match. Chinese Valentine's Day may also be a combination of traditional Chinese culture.

In addition, the promotional poster launched by Balenciaga for this hourglass bag is even more "eye-catching". Pink hearts and red hearts cover the posters, and dark models wear bright blue coats and pink coats. The posters give off a non-mainstream vibe. The Gif pictures are even more scary, with flying butterflies and flowing waterfalls. There is no trace of beautification, but it makes people feel that they have a strong rustic atmosphere. Therefore, netizens also directly renamed Balenciaga’s hourglass bag “Sand Sculpture Bag”.

Comments: As one of the traditional Chinese festivals, Qixi Festival will naturally remind people of Chinese elements. But incorporating traditional Chinese elements into trends does not mean combining earthy aesthetics with fashion trends. Before international brands use traditional Chinese elements, they should have a deep understanding of the essence of traditional Chinese culture and should not deliberately imitate a specific style. Otherwise, it will damage the brand's own image and cause resentment among consumers.

Yang Guofu Malatang asked Zhang Liang to endorse him

Case: Speaking of Malatang, the competition between Yang Guofu Malatang and Zhang Liang Malatang has never stopped for many years. In the past two days, it was because of ideals The issue of spokespersons has become a hot topic.

Model Zhang Liang was troubled because of the same name as Zhang Liang Malatang, but it was precisely because of this reply that Yang Guofu Malatang saw it. Turnaround. On August 9, Yang Guofu Malatang called Zhang Liang on its official WeChat account and invited him to be the brand spokesperson of Yang Guofu Malatang. After the news was sent out, netizens were instantly excited, and the topic #杨国福综合 张 Liang to endorse # topped the hot search list. As of now, although Zhang Liang himself has not responded, the topic #杨国福综合 Zhang Liang to endorse has reached 680 million views, and nearly 70,000 people have participated in the discussion.

Comments: Yang Guofu Malatang’s hot searches are similar to M Bean-Mung Bean’s hot searches. Seize the hot spots as soon as possible, comply with the wishes of netizens, and stimulate discussions among netizens. Regardless of whether Zhang Liang himself will participate in it in the end, Yang Guofu Malatang has completed the increase in popularity.

Come and rua your ears!

Case: In the past two weeks, Meituan Waimai has dominated social media with its cute kangaroo ears on the rider’s helmet. This week, Meituan Waimai took advantage of this "ear" trend and launched a recruitment information.

The recruitment information adopts the popular earthy retro style, telling that Meituan has launched an upgraded version of the "Spring Return Plan". At the beginning of the recruitment information, the voice-over asked eloquently: "Are you anxious because you envy the ears on the delivery boy's head? Are you worried because you like ears but can't have them?" Then Meituan was introduced. There will be 500,000 new flexible jobs, including school recruitment, social recruitment, etc.

In addition to recruitment information, Meituan Waimai also photographed employees with ears into promotional posters, including "Kangaroo Brothers", "The Iron Throne of Cats" and "This is AI".

Comments: Meituan Waimai regards kangaroo ears as an important brand IP and has launched a series of communications around this IP. Meituan Waimai has taken advantage of its popularity to boost the promotion of other brand content. Obviously, using the ears as the entrance makes it easier for the public to accept and like it.

Tiantang Umbrella JK Plaid Skirt

Case: Not long ago, some netizens said on Weibo: The plaid pattern of Tiantang Umbrella is exactly the same as that of JK skirt, and they called for Tiantang Umbrella to Introducing JK plaid skirt. Unexpectedly, as soon as this Weibo post was posted, many netizens joined the ranks calling on Tiantian to release JK plaid skirts.

Living up to expectations, Tiantang Umbrella and Rakuding launched the same plaid JK skirt as Tiantang Umbrella. The skirt comes in three colors, named "Moon Seeing Flowers Blooming", "Stars Falling on Qiuyu Island" and "Autumn Night Flowing Fireflies". "Moon Seeing Flowers Blooming" represents pink, "Stars Falling on Autumn Island" represents blue and gray, and "Autumn Night Flowing Fireflies" represents purple and blue. Not only are the names so poetic, Tiantian Umbrella and Rakuding also wrote a poem for each of the three colors to express the connotation of their colors.

Foreign cases

A tasty summer flavor

Case: In the hot summer, delicious food is a good medicine to relieve the high temperature and heat. Among all kinds of delicacies, sweet candies can bring people the most happiness. As a result, summer and candy have such a wonderful relationship.

Recently, the Egyptian candy brand Chocolate factory released its latest series of posters, bringing everyone some comfort and happiness in the hot weather. This set of posters is called "A tasty summer flavor". In the posters, different chocolates and candies are arranged in the shapes of beaches, seaside, wooden houses, and resorts. At the same time, the characters in the poster have been scaled down to make them appear among the candies, creating a scene where people are on vacation. In the candy town, a wooden house made of chocolate is waiting for its owner. The blue ocean of chocolate beans provides people with convenience for surfing. People feel like soaking in a hot spring in the coconut chocolate beans.

Pizza or Popeyes

Case: Not long ago, Popeyes conducted a small survey on families who ordered takeout pizza, that is, when the deliveryman delivered the pizza Later, Popeyes staff came forward and asked if they were willing to exchange Popeyes for the pizza they ordered. The result was naturally satisfactory to Popeyes, and many families were willing to exchange their pizzas. Not long after, Popeyes attacked pizza again.

This time Popeyes chose to do some tricks on pizza in the input method. Borrowing the automatic correction function in the input method, Popeyes replaced the word "pizza" in other people's mobile phones with the word "Popeyes". In this way, when people type the word "pizza", it will be automatically corrected to "Popeyes" by the input method.

Of course, this is not a simple prank. Whether you successfully replace the two words in your own phone or replace the two words in someone else's phone, as long as you save the screenshot of the chat, you can order it next time at Popeyes. $5 off.

Comments: Popeyes accurately defined pizza as a competitive product of its own products, and then launched a series of marketing activities around its own products and pizza products. By replacing the word "pizza", it surprises people and at the same time deepens their memory of the Popeyes brand and products, and subsequently stimulates consumers' desire to purchase.

Avocado core color

Case: As an American fast food chain brand, Chipotle Mexican Grill uses nearly 300 million avocados as food raw materials every year. How to reuse waste and reuse the huge amount of avocado cores has become a problem that Chipotle Mexican Grill has to consider.

Now, Chipotle Mexican Grill has finally found a way to repurpose those avocado pits. Chipotle Mexican Grill soaks and cooks these avocado pits to create the avocado pit color. Chipotle Mexican Grill dyes a series of products such as T-shirts, sweatshirts, and handbags in avocado pit color and sells them online.

Because the products are made from waste, Chipotle Mexican Grill promises to donate the profits from this series of products to organizations dedicated to making the fashion industry and agriculture sustainable. A public welfare organization that promotes the development of sustainable causes.

Comments: In recent years, achieving sustainable development has become the corporate vision and commitment of many brands. Chipotle Mexican Grill not only achieves the secondary use of waste, but also uses the products it makes to continue to promote sustainable development, forming a virtuous cycle. The launch of avocado-colored products not only increased people's favorability for the Chipotle Mexican Grill brand, but also conveyed the message that sustainable development is not far away as long as we have enough ideas.

Vacation in a box

Case: Although the impact of the COVID-19 epidemic on our lives is weakening, things like traveling abroad are still not possible. In order to alleviate the frustration of people being unable to travel abroad, IKEA Dubai launched "Holidays in a Box".

As the name suggests, "Holiday in a Box" is to put the beautiful scenery and characteristics of various places in a box for everyone to display. This travel box*** includes four major themes, namely Cappadocia, Turkey, Maldives, Paris, France, and Tokyo, Japan. The box contains 12 kinds of local home products and corresponding staycation guides. The guide includes local song lists, cooking methods of special delicacies, detailed steps of special dances, and special movies.

"Currently, many people are unable to tick the boxes of the dream destinations they had planned for this year. With our 'Holidays in a Box' ', one can easily enjoy a French candlelight dinner and drink a cup of green tea while sitting on a Japanese-style futon."

Review: "Holiday in a Box" is good. It interprets the concept of "the body is far away before the heart is moved". IKEA Dubai has an insight into people’s eagerness to travel and vacation after the epidemic. The launched boxes not only satisfy consumers' psychology, but also bring enough creativity. Promote your products in a new way.

The features film

Case: Audiences who like to watch Hollywood blockbusters must have been deeply attracted by the way the protagonists drive cars at speed.

In order to promote the safety features of its products, Kia of America filmed its promotional video in the style of a Hollywood blockbuster.

Kia Motors set this promotional video as a gangster tracking drama. The male protagonist drives a Kia to evade the pursuit of gangsters. In the process of evading all the way, the actor used the safe driving reminder function of Kia Motors to perfectly predict the dangerous situation that may come from the gang pursuers.

The promotional video is 6 minutes long. Although it is an introduction to the functionality of Kia Motors, it makes the audience enjoy watching it. Whether it is the thrill and excitement of the plot or the integration of product functions, the audience has forgotten that the tough advertising content has deeply penetrated into Kia Motors.

Comments: The biggest function of a promotional video is to let consumers remember the features and functions of the product. Kia Motors shot the promotional video vividly and interestingly, which will undoubtedly impress consumers. It is profound and achieves the effect of a promotional video.