Case study of social media marketing
Dove: Let beauty make a sound.
Janice. Compared with the photos of gwyneth paltrow, most women will feel that they are fat, although they are not beautiful.
In 20 14, women around the world sent 5 million tweets complaining about their looks and figure. In contrast, China women in WeChat circle of friends immediately appear confident and upward.
Dove wants to change the inferiority and remorse on Twitter. It cooperates with Twitter to apply semantic analysis to monitor negative self-evaluation, encourage self-confidence in tweets, and push tweets provided by experts? Beauty is not in appearance? what's up Constructive? Suggestions. In addition, during the Oscar ceremony, Dove released a series of tweets to encourage women not to see stars on the red carpet. Self-abasement and self-abandonment? .
Since 2004, Dove spent 1 1 year to revise our aesthetics. From "sketching true beauty" to "choosing beauty", various activities with the theme of true beauty constantly encourage girls all over the world to believe in their inner beauty and outer beauty.
The so-called brand value transmission and cultural guidance, as well as brands and consumers? * * * Students and * * * win? The relationship should be like this. And exploring a higher level of cooperation with social media platforms is Dove? Let the beauty talk? This case is worth thinking about.
Case study of social media marketing II
Uber
As a brand with a huge amount of discussion on 20 15, Uber's success in social media marketing is beyond doubt, but if you want to say that Uber has done earth-shattering things in 20 15 social marketing, it seems that there is no such thing. The success of Uber 20 15 has two points. One is the discussion caused by the product itself. As the ancestor product of * * * enjoyment economy, the emergence of Uber is conducive to the utilization of idle social resources and the convenience of residents' travel. It is a product that is good enough for users. The competitor of * * who enjoys economical cars is the monopoly rental industry at the other end, so Uber will definitely harm the interests of the beneficiaries. However, due to the value of its products, whenever the regulatory authorities make a decision against Uber, it always gets great support on social networks. This seems to give people the illusion that opposing Uber is opposing economic and social progress.
Of course, in addition to the value of the product itself, the second point of Uber's success is a series of marketing cases based on the huge number of users of the platform. In addition, many other brands regard cross-border marketing cooperation with Uber as an honor due to its continuous turnover. Let's take a look at the article "WeChat platform completely blocks Uber" that broke out in the circle of friends at the end of the year. What did Uber do? "You will understand.
Case study of social media marketing 3
Return of the Great Sage
When it comes to excellent domestic cartoons, most people still remember the black cat sheriff and the gourd doll in the 1990s. Domestic animation seems to have fallen into collective addiction after that. In 20 15, the success of a domestic film "Return of the Great Sage" made people see a little hope of revitalization.
The success of the Great Sage's return can be said to be inseparable from the help of social networks. This low-key film didn't do much publicity before it was released, and the number of films arranged a few days ago was not much, but it had a good reputation. It seems that it has probably met with the good reputation of most minority films, but within a few days of its release, the number of films dropped rapidly and the box office was bleak, but the ending of Return of the Great Sage was not like this. A few days after its release, a large number of people began to discuss the film on social networks and gave it a high evaluation. At the same time, a large number of people expressed dissatisfaction with the low-profile period of this excellent film. Soon, under the slogan of supporting domestic cartoons, people called on netizens to give practical support to movies. The profit-oriented cinema seems to see the potential of the film and gradually improve the schedule of Return of the Great Sage under the guidance of public opinion. On the grounds of supporting domestic cartoons, a cinema also publicly announced a substantial increase in the number of films on the Weibo, calling on netizens to come. So this seemingly niche movie took a word-of-mouth counterattack and then hit the box office.
When the Great Sage returned, the box office finally exceeded 654.38+0 billion, which was unexpected before the film was released.
Case Analysis of Social Media Marketing IV
After the Lunar New Year (20 15), the first thing many people do after going to work is to be hired by Chai Jing? Under the dome? Brush screen? Under the dome? Just in time. Many cities in China have suffered from smog for years, and people have paid unprecedented attention to air quality and become increasingly dissatisfied with the living environment of the cities. On February 28th, Chai Jing's "Under the Dome" was broadcast on several video websites, which quickly attracted great attention. Then in a shorter period of time, with the help of social networks, a huge social discussion was triggered, and its influence spread from first-tier cities to third-tier cities, from social networks to daily life, and became people's after-dinner after a while.
On March 2, a few days after the video broadcast, Tencent's video broadcast volume exceeded 654.38 billion times, and the video websites such as LeTV and Youku also played more than10 million times. A hot social issue that attracts much attention often leads to controversy, even under the dome, but with the controversy, the amount of discussion increases geometrically. The smog problem has never been discussed in such a short time. Without social networks, the smog problem caused by Under the Dome will also attract attention, but its attention will never be so high.