Shulou(Shulou.com)12/24 Report--

At present, the development of electronic technology is changing with each passing day, and new mobile phones emerge in endlessly. The major brands not only innovate R & D and volume competition in product functions, but also show creativity frequently and play new tricks in marketing activities. how to play the first battle well and make new products stand out has become the top priority of brand marketing.

Recently, when the new OPPO A2Pro machine is on the market, the creative marketing project "you are quite capable" created by United Kuaishou has a unique "endurance" marketing, through the ability show to build drainage, innovative product collaborative links, the network-wide extreme domineering screen, precision touch the brand of high-value people, successfully help new products in all aspects of "ability out of the circle". Up to now, the overall exposure of the project has reached 300 million, the Kuaishou search index of the brand has increased by 159% during the event, and the marketing creativity has also achieved "outstanding ability".

Can endure people to gather together and show off their skills, attracting the whole net to watch.

At the beginning of the project, Kuaishou invited Wang Xiaoli, who plays "country Love" Liu Neng, as the initiator of the "Annual ability Competition" to reproduce the humorous and funny plot of rural love. The product's "ability" selling points are interpreted from the perspectives of anti-fall resistance, endurance and super memory, and the lines of "really more capable than I can" in the video successfully deepen the product memory.

As soon as the topic was released, it attracted challenges and onlookers from the whole network, and people from all walks of life came out one after another to show their "exclusive abilities." Parkour Wrestling ability @ Feng Xiaoyao responded as the first video of the Chinese parkour champion, showing to the brothers that parkour can really bear it: "the harder you fall, the higher you can turn over, and the resistance to falling is really strong." Xin Bao, who is capable of singing long enough, "the breath lasts long enough to sing better, and long-lasting is the real ability."

The creative interpretation of stars and celebrities has greatly increased the exposure of the event. According to the data, the number of video broadcasts on this topic has reached 10 million +, attracting a total of 200000 + old people to come and watch, which really makes the marketing content clear at a glance!

Product effectiveness assists and deeply stimulates the potential of marketing growth

In order to undertake the exposure brought by the overall marketing activities, the project also innovates the use of two major quality products of Kuaishou-- search products and PEC coupons for information flow, to bring together marketing resources from all sides, so that the selling point can deeply reach users.

Search products, as a marketing position for Kuaishou to undertake users' active search behavior, is a bridge between users and selling points. The innovative search undertaking link of the project customizes the same search products for creative videos and pop-up windows of hot search topics, and the page contains active videos and brand account information. it can effectively help brands transform potential users with high interest and high intention, promote the transformation of user recommendation behavior to decision-making purchase behavior, and fully activate content penetration and activate the long-tail effect of creative content.

Information flow PEC coupon is a medium for Kuaishou to help brands convey important information about products and stimulate users to buy. With the help of the unique innovative product tasting form, the project allows users to receive product discounts, selling points and other important information when watching OPPO brand information, and can jump to the brand live room to learn more about the product at any time, which greatly guides users to actively receive brand and product information, promote additional purchase behavior and conversion rate.

The empowering of the two quality products has greatly improved the marketing delivery efficiency, comprehensively deepened the content penetration, and driven the business increment. According to statistics, the number of people searching for products in this event is 21000 +, and the information flow PEC voucher CTR is 30% higher than that of ordinary products, effectively driving the brand business increment and efficiently completing the guiding task from interest to understanding.

The central position dominates the whole network, strongly covering people all over the world.

In addition, the project also brings OPPO A2Pro new phones to the market covering the whole country, online and offline global hegemonic screen resources, through product exposure, fully release the potential energy of new products, and create a top-class image of new products.

First of all, the creative live broadcast of the "annual ability contest" jointly created by the brand can realize the live broadcast. It is reported that the live broadcast joined the top 100 anchors and Kuaishou original musician @ Sana as contestants in the contest. The live broadcast attracted more than 380000 hits through novel themes and interesting content, with the highest number of real-time online up to 85000. The cumulative flow in the early stage of accurate harvest to promote the transformation of new varieties of grass and fans.

Make full use of the heavy activity resources in the Kuaishou station to realize the dominating screen of the new machine. "whose child is so capable" ranked sixth on the Kuaishou hot list, popular activity pop-up windows and other resources are more active direct drainage, continue to increase product exposure, and help activities reach potential customer groups in all directions.

Finally, with the help of large screen advertising, bus advertising, elevator advertising and so on to achieve offline bullying screen, through the magnetic ark to locate the location of the target population, with a very powerful visual presentation, constantly expose activities and product information, and seize the minds of users.

On the whole, Kuaishou made full use of the rich platform resources and integrated marketing to enable the new OPPO to appear on the market, and won the first battle of the new machine, which not only achieved the three goals of cognitive shaping, mental penetration, transformation and promotion of the new machine, but also unlocked the new marketing methods with unique marketing ideas and innovative marketing links, and provided new ideas and new enlightenment for the industry.

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