"Marketing Highlights" pays attention to all interesting and informative brand marketing dynamics, and selects interesting case updates every week.
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01. Why can McDonald's food and play, the surrounding area always brush the screen?
Super brands have more traffic, channels and user assets, how to use the potential energy of all parties to further amplify the communication effect?
Last week, McDonald's "Hamburg Cat Nest" swept the screen on social networks, both the shoveler who posted that the pet at home owned the hamburger cat nest, and the netizens who regretted not being able to grab the limited surrounding area, or complaining that the cat nest collapsed after taking photos. On the day of the launch of the event, the topics of "McDonald's cat nest" and "McDonald's collapsed" both rushed to the hot search.
This is actually a marketing campaign of a package + limited peripheral delivery officially planned by McDonald's, which is enlarged and redesigned based on the McDonald's hamburger packing box, and gives away 100,000 hamburger cat beds to consumers who order the designated "cat nest package" during the event.
The source of the image is official
Combined sales package + food play / supporting peripherals, is mcDonald's, KFC and other chain fast food brands used in the marketing methods, with the help of popular IP linkage and random blind box sales form, in order to increase the sales of packages at the same time can often attract a wave of IP fans to actively share. The special feature of this limited burger cat nest planning is that the official does not use cross-border IP, and even the surrounding toy ornaments are somewhat cheap compared to the past, but it has produced a large number of netizens spontaneously disseminating and discussing, what trends and methods are worth learning?
The first is the insight and leverage of the pet economy. In the past two years, under the influence of the epidemic, more and more people have a stronger emotional consumption demand, pets or become potential pet owners, and the popularity of the pet economy has also attracted many brands to use cute pet elements for marketing. For example, the cat's claw cup that Starbucks can't grab in line, the panda latte jointly signed by Manner and Fauvism, and the puppy eyeshadow disk that Perfect Diary sells 100,000 pieces in 1 minute in the live broadcast room, and so on.
The second is to focus on the circle layer and seize the social topic points of the young people to trigger online discussions. As a global fast food brand, McDonald's has a wide audience, but the main force of content production on social platforms is obviously young people, and the design style of hamburger cat nest emphasizes healing and cuteness, which is consistent with the starting point of "high yield" and "suitable for taking pictures" considered by many products in the research and development stage. Shovelers share hamburger cat beds, more for pets and friends to interact. Of course, in the process of online topic momentum, it is also necessary to use some kols to warm up and guide topics in the early stage.
The next step is to build a new scene with the help of the brand's extensibility and plasticity, further enlarge the brand symbol and strengthen the user's mind. The shape of the hamburger cat nest is actually based on the redesign of the hamburger packaging box, and creative mining is done on the original product elements of McDonald's, from the product design and brand symbol from the consumption scene to the social scene and the life use scene, and the user's brand recognition and favorability are strengthened in a subtle way.
Finally, of course, there are many brands that have used limited-edition and hunger marketing designs. In many cases, creating scarcity is also one of the motivations that motivate consumers to spontaneously participate in activities and share displays.
Of course, recently in the discussion, many consumers also pointed out that the price of the package is inflated, the quality of the cat nest is not good, the practicality is not strong, etc., although the controversy is also an aspect of raising the topic, but the brand still has to balance the above problems to avoid marketing regurgitation.
02. PANTONE released the 2022 pop color "periwinkle blue"
Recently, pantone, the world's authoritative color research institute, officially announced the 2022 annual popular color - Very Peri periwinkle blue (PANTONE 17-3938).
It is reported that this is a new color created by Pantone for 2022, a mixture of tranquil blue and vitality red, representing the transformation that the world is experiencing, and physical and digital life are also combined in a new way. "With the trend of video games, the growing popularity of the metacosm concept and the rise of artistic communities in digital spaces, Evergreen Blue shows the diverse fusion of modern life and how the color trends of the digital world can be displayed in the physical world and vice versa."
Color is one of the most important forms of communication and expression in today's society, as well as a way to influence ideas and emotions, attract and connect people. Professional institutions try to interpret the spirit of the times through color theory, after comprehensively considering the global industries and related fields that affect the trend of color elements, the annual representative color will not only be a tool in the hands of designers, but also affect the product design and packaging style of different industrial fields in the new year, providing new inspiration for brand building and marketing planning.
03. The 6th anniversary of Nesher's Tea announces its entry into the Meta universe and the release of a limited edition of NAYUKI
Although the vision of the meta-universe has not yet been realized, just playing the concept has already fed many companies, and has become a "universal template" for many enterprises to market this year.
On December 7th, the new tea brand Nesher's tea ushered in the 6th anniversary, the official on the anniversary day in addition to the launch of the official IP image NAYUKI, online series of theme campaign and other actions, but also played the slogan of "beautiful multiverse", announced the entry into the meta-universe, the first step of the march is to sell 300 copies of NAYUKI's NFT blind box works on the 7th day.
In addition to digital goods, Naixue's tea official also aims at the tide play products of this year's fire, opening a sales reservation of 1,000 sets of NAYUKI physical tide play worldwide.
An anniversary marketing also targeted the meta-universe, NFT, blind box, tide play four popular concepts and consumer outlets, although tea, baking products themselves have little to do with these, but undoubtedly earned enough eyeballs.
After all, most of the brands that announced their entry into the metaverse in the past six months have nothing to do with the metaverse.
Of course, Naixue's tea borrowed the anniversary to launch the official IP image, its model appearance to color design are in line with the current young people's trend image, on the one hand, can expand the surrounding design and sales, but more importantly, NAYUKI as the brand's anthropomorphic IP, can more intuitively output the brand concept through complex personality expression, deepening the deep interaction and emotional connection between enterprises and consumers. In addition, NAYUKI can also become a fixed image embedded in various brand activities for a long time, subtly occupying the user's mind.
04. Chanel Launch Animated Short: A Tribute to Creative Dialogue
On the eve of the 2021/22 Haute Chow series launch, Chanel officially launched an animated film produced by the invited studio REBELS Studio. The film artistically crafts the image of eight models who work closely with Chanel in 2D, and follows different models into the new Haute Cedar Center built by Chanel in Paris from a third-party narrative perspective.
It is reported that this season's launch will be held in the Le19M building in Paris, which is the location of the high-end handicraft workshop center shown in the film. In addition to the pilot animation films, the official also released eight short films featuring different models, showing scenes such as Desrues Clothing and Jewelry, Lognon Pleats, Goossens Gold and Silver Jewelry, Maison Michel Hat Workshop, Massaro Shoe Factory, Lemarié Camellia and Feather Jewelry Workshop, Montex Embroidery Workshop and so on.
Officials said that the animated short film is a tribute to the creative dialogue between Chanel and the high-end handicraft workshop, combining the brand's symbols, the exquisite skills of the craftsmen and the new Paris le19M building, conveying that the le19M building is the "habitat of dreams", while expressing the inheritance and persistence of the opponent's craftsmanship.
05. JD.com x Wang Zi, "A Quiet Promotion"
As the popularity of the variety show "Annual Comedy Competition" continues to rise, a group of offline comedians who have not been seen by the public before have come to the front of the stage and are concerned and loved because of their different styles and creativity.
As the title sponsor of this year's "Annual Comedy Competition", Jingdong recently invited mime actor Wang Zi as the "East Cross Courtyard Good Thing Recommendation Officer", and produced a silent and silent content short film in the form of Wang Zi's mime performance, "showing" the different interest-free good things on Jingdong through the actor's demeanor and body language, warming up the shopping node of Jingdong Super Interest-free Day, and interpreting the slogan of "love silent, good things without interest" proposed in this promotional activity.
How to combine the characteristics of the actors themselves, do "tailor-made" advertising, and match the core communication points of the brand, is the part that the brand side has been digging deeper in the process of cooperation with variety shows in recent years. Judging from a series of language variety shows that have emerged in the past two years, stand-up comedians and comedians themselves have strong personal characteristics and original abilities, and it is easier to create more interesting content texts and communication forms in cooperation with brands than celebrities, KOLs and other groups.
06. An Muxi x Shanghai Public Security Bureau, co-promote anti-fraud theme pixel style animation
With the deepening of the creative form and promotion of anti-fraud theme content, more and more brands have also participated in the official anti-fraud publicity linkage.
On December 4th, An Muxi and the Jing'an Branch of the Shanghai Municipal Public Security Bureau jointly launched the first anti-fraud theme digital yogurt collection, each bottle corresponds to an anti-fraud propaganda slogan, and users can receive a limited digital collection of 20,000 copies by replying to the "anti-fraud attention" in the background of the brand's official public account.
Closely following the hot spots, in addition to the combination of popular concepts such as meta-universe and NFT, the form of science-related fraud is also the key content of the cooperation between the two sides. An Muxi and Jing'an police jointly launched a pixel-style themed animated short film "Sincere Words and Idioms", which recreated the three forms of telecommunications fraud mainly based on the use of meta-universe gimmicks to hype up since this year, but it was actually a forgery of digital collections, the expansion of pyramid schemes, and the information leakage caused by phishing software and property losses.
It not only "rubs" hot spots, but also "analyzes" hot spots, and through cooperation with official institutions in science popularization and public welfare publicity, it is also an effective way for brands to reflect social responsibility and enhance corporate image in marketing and content communication.
07. Try the emotional healing plan of "farewell emo" once
What exactly is emo?
If taken literally, emo is an abbreviation for emotional, describing a state with emotion, emotion, and can also refer to a musical style, but in the contextual expression of social networks, emo is more of a negative/depressed emotion, a reference to a state.
The circle of friends in the early morning, the late-night message in the music community, the Weibo status update in the weekend afternoon, almost the Internet collective emo scene, it seems to make no sense, but this is very much like the life of an adult.
Starting from popular emotions, Taobao fashion iFashion recently cooperated with Doctor Lilac to do a fun linkage, launched the "88emo Cure Pack" co-branded peripheral, and in the Taobao special activity page, users can browse the healing and decompression products recommended by the platform screening, and can also see popular science content related to healthy emotions.
It doesn't seem like a heavyweight cross-border linkage, but doing some fun planning around the user's emotional point is also an effective way for brands to communicate with consumers on a daily basis and maintain market observation acumen.