Will you "pay" for such brand marketing creativity?

Today, in this complicated and complicated information torrent

The real needs of consumers are also increasingly updated

The moment when the heart can be resonated

Also more scarce and precious

For brand marketing is a kind of spur and challenge

In the festival that will come again every year

Can we be moved by new ideas?

An old brand who has seen big big brands from an early age

Can we still make us look in a new look?

A person who has long met

Can we still let us be again heart?

Today, I compiled 10 brand marketing cases in the first half of the year

See how they make consumers "heartbeat" ...

01

Mingchuang Youpin × World Smile Day

Keep a smile in the gap

Picture source: Mingchuang Youpin Weibo

Smile life. With the help of scenario and landmark marketing, set up healing device in the business district scene with high traffic, and try to use the spontaneous sharing of social media and topic marketing as the traffic direction. It has opened up online and offline interactive communication. The field conveys the healing marketing of the "good life" brand belief.

02

Station B × May 4th Youth Festival

Mo Yan's letter to young friends

Picture source: Screenshot of Bilibili Fourth Video "Not Blowed by the Wind"

On May 3rd, the third short film of the "Houlang" series of the Youth Festival in Station B. Mo Yan wrote a special letter to young friends across the country- "Not Blowed by the Wind", and he answered a question in the letter: If What should I do if my life encounters a difficult time? In the form of a chat, he shared his childhood story to the audience to inspire young people.

03

Jingdong × World Reading Day

"Recycling" new book

On World Reading Day, Yu Hua and Yu Xiuhua, co -writers of JD.com, launched the "Jingdong Book · Ask You Buy Books" to bring voices and topics to the brand.

Picture source: JD public account

Jingdong Book Advertising subverts the traditional platform to directly sell the book of the book. With the help of Yu Hua and Yu Xiuhua, the CP repurchase from the literary world CP, and completed a activity of "spiritual grass" for the lover. The reverse persuasion and originality of the advertisement are superior, so it has achieved a huge spiritual shock and impact. It cleverly expresses the value concept of JD Books that live up to everyone who reads, and also live up to everyone who writes books.

Picture source: JD public account

04

"Marketing Ghosts" will make new tricks

Wuling Play Turning Homing Stalk

Wuling uses a homophonic stalk to name its newly launched series of new cars. This color marketing helps Wuling to create a more younger brand image.

Picture source: Wuling Weibo

Modern marketing believes that who has caught young people, whoever seizes the future. Some traditional car brands have failed now that they do not innovate and have lost the market of young people. This year, Wuling is close to the life of young people through a "color revolution", allowing technology, R & D and marketing to cooperate with each other. On the one hand, color marketing provides users with multiple options, and on the other hand, it also makes the brand image more in line with young users.

Picture source: Wuling Weibo Screenshot

05

Moutai Bingci Line online

The old name is embracing young people

Moutai Group and Mengniu launched Moutai Bing Cream. This time, the brand cross -border is a new attempt for Moutai to meet the needs of young consumers.

Picture source: Hong Kong Wenhui.com

The launch of the perfect combination of Youya sauce and delicate milk fragrance is undoubtedly one of Moutai's strategic measures to respond to "new trends, new groups, new scenes, new retail, and new products". Although liquor and ice cream are not a category, Mongolian Niu, one of the "ice cream", to do its own brand extension to dedicate "the most delicious ice cream" to the young ethnic group. Naturally, a group of young people may become " Mao Fan ". This is an innovative practice of Moutai's mission of "creating a dream of life".

06

White Elephant × Consumer Day

Sauerkraut brand thunderstorm, bring out old domestic products

Due to the warmth of the employees of the disabled, the white elephant has received praise from the entire network. When the CCTV 315 party exposed the food hygiene problem of the flag -inserting vegetable industry, the white elephant also promptly stated that its product safety was attracted by netizens, and the shop products were also snapped up by consumers.

Picture source: "White Elephant Food" Weibo

A new generation of consumers represented by Gen Z is assessing the more stringent values ​​of the brand. It can be said that brands without values ​​have no value. The white elephant that triggered "wild consumption" is very similar to Hongxing Erk. This is inseparable from the long -term adherence and implementation of the correct value -oriented and social responsibility, and it is inseparable from the improvement of consumer national self -confidence and brand self -confidence. I hope that Chinese brands like Bai Xiang can be a little more.

07

Chinese women's football 10 million yuan bonus

Mengniujia Award Sports Gymcial

After the Chinese Women's Football Championship in 2022, Mengniu announced the first time that the Chinese women's football team was rewarded by 10 million yuan in cash, which reflected the brand value by winning the championship hotspot.

Picture source: Hong Kong Wenhui.com

Mengniu has always been looking for the "strong cow" that constantly blooms in the sports industry to carry out communication cooperation to achieve a win -win communication. The major hotspot of the Chinese women's football team returning to the top of Asia, which is "born strong", has naturally become a wonderful opportunity for Mengniu to "be honored". The first time it announced that the huge reward was glory for the country, Mengniu naturally combined the brand spirit with hot events to effectively interpret its brand spirit of "world quality, born strong". This is a very successful hot event marketing for Mengniu.

08

Qi Forest "Three Middle Schools and Three Middle Schools"

The "Blessing Forest" of the Beijing Winter Olympics

Three Olympic champions Gu Ailing, Su Yiming, and Xu Mengtao, as the "New Youth", are the biggest winners of the Winter Olympics marketing.

Picture source: vitality forest Weibo

Compared with the frequent collapse of traffic entertainment stars, sports stars are more reliable. The three Winter Olympics champions in the vitality forest are not just luck, but also a manifestation of its marketing logic from traffic driving to brand -driven. With the increasingly high cost of traffic, many new consumer brands have become "tradition": conscientiously make products, make offline, return to the original heart to make brands.

09

Shaxian snack shooting advertisement

The official work is serious and funny

Shaxian snacks and Fujian officials have launched a cultural tourism creative advertising film with many trendy elements, which aims to let more people understand Fujian cuisine.

Picture source: Shinkansen of the Straits

If Chinese national brands want to emerge in the catering industry, they must make brand building, and the key is IP creation. In the era of the mobile Internet, Shaxian snacks use a cultural tourism creative advertising film to wash away the old labels that the elements of various young people like, and re -shaped a young, vivid, and even childlike Shaxian snacks. Image, create a brand new IP.

10

China Postal Entry Beverage Industry

Post office coffee harvest high popularity

China Post's first post office coffee was officially operated in Xiamen. This is an attempt by China Post's close to the young consumer group, and it is also a challenge in the transformation and development.

Picture source: China Post Weibo

In the first half of the year's excellent marketing cases, they can find that their outlets are different -some attract users through trend fun, and some move people's hearts through emotional resonance. These creative forms and content are not necessarily "standard answers", but they can touch the needs of the user's deep inner heart and provide a remarkable reference for the industry.

Manuscript source: brand Hunan Plan public account

Editor in this issue: Liu De

Some graphics: Southern Weekend, Brand Vane, Qilu One Point

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