Whenever a celebrity sets up a rollover, it will inevitably be followed by a large wave of brand termination.
What the brand needs is not the star individual, nor is it just the traffic of the star, but the traffic of the star plus the high-quality persona, in contrast, the person is greater than the traffic, once the person collapses, the large traffic is also white, and finally there will even be a reverse result, how big the traffic is, how much damage.
Therefore, after the star people set up a rollover, the brand's public relations operation must be fast, accurate, and fierce, and it can be crisis public relations, and it is miserable to follow the star to overturn.
On the evening of December 17, Wang Lihong's ex-wife Li Lianglei made this famous "high-quality idol" set up a car, because Li Lianglei is not only Wang Lihong's ex-wife, but also the mother of the two of their three children, the credibility of the revelation is extremely high, the impact is great, so Wang Lihong's personality collapses instantly.
For the melon-eating masses, there are several ways to eat this melon, including a commercial melon, to see what the brands endorsed by Wang Lihong do.
1. Reading Lang: Go to bed early
At 7:58 a.m. on December 18, it was supposed that it should not have reached normal working hours, and the famous educational technology brand Shushulang announced that he and Wang Lihong had terminated their contract.
It is reported that Reading Lang and Wang Lihong began to cooperate in 2019, when Wang Lihong was already the grandfather of three children, let him endorse education technology products is still quite reliable, it should be said that reading Lang's choice can not be considered a problem, on the contrary, there is more vision, but they seem to be weaker in the background investigation of stars.
Now Wang Lihong's ex-wife has revealed that Wang Lihong's attitude towards the family is very poor, equivalent to cold violence, even if there is no problem of chaos in his private life, Wang Lihong is not suitable for endorsing the education brand, so the termination notice of Shu lang came.
However, the release time of this termination announcement of The reading lang is not early or late, if it is released at 9 o'clock, it just went to work, indicating that the company has been studied and released after the morning meeting, which seems to be more professional. If it is released earlier and in the middle of the night, it shows that the company is more dedicated and pays great attention to public opinion.
Released at 7:58, it is estimated that this is the company's senior management just got up early in the morning to hold a conference call. In the face of ridicule from netizens, the reply of Reading Lang Guanwei is also humorous: go to bed early, there is no next time, for sure.
Well, reading Lang's wave of crisis public relations is quite OK.
Infiniti: I didn't sleep at all
Li Lianglei posted that it was close to the early morning of December 18, this time is estimated that only entertainment media people are still on duty, did not expect that Infiniti such a large company actually worked overtime so late, at 1:22 a.m. officially announced that Wang Lihong terminated the cooperative relationship.
Obedient, this speed, I feel that infiniti's public relations staff almost the first time to see Li Lianglei's text, read it again takes several minutes, and then through telephone communication, and then through the approval of the upper level, the efficiency is high enough, this is not sleeping at all.
Therefore, Infiniti's crisis public relations operation has also been praised by netizens for the first time.
However, looking back, Infiniti's endorsement cooperation with Wang Lihong this time also has two black humor points.
One is that the signing and settlement time is almost no more than two days, the cooperation was reached on the afternoon of December 16, Wang Lihong attended the brand event in the evening, and the cooperation was terminated in the early morning of the 18th, although this should not be the shortest time star endorsement, and it has been quite rare.
The other is the time when Infiniti and Wang Lihong officially announced their cooperation, not sooner or later after Wang Lihong officially announced his divorce. Generally speaking, the cooperation between large companies and big brands and big stars will inevitably have a formal business negotiation process, and Infiniti will not send an endorsement contract when Wang Lihong just announced his divorce. It is estimated that a news hotspot was suddenly found during the negotiation process, so it was quickly announced that a wave of heat was rubbed.
Unexpectedly, Wang Lihong's heat came quickly, and the overturning car was faster, so Infiniti's workers could only stop sleeping.
3. Zong Fuli: Atmosphere
Wanwan did not expect that Wang Lihong actually had a winner behind the overturned car, that is, Zong Fuli of Wahaha, maybe her mood should be: Wow, haha.
I think that at that time, when the author did not know who Wang Lihong was, he saw him on the packaging of Wahaha Pure Water, and remembered that the spokesperson before him should be Jinggangshan, although Wang Lihong was young and had a better image at that time, but the fame of that year was much smaller than that of Jinggangshan.
However, later, Wang Lihong became popular in one fell swoop, and even became popular, and Wahaha won this endorsement like a bet. Moreover, because Wahaha is also Wang Lihong's first endorsement, he is also very grateful for Wahaha's favor, so the cooperation between the two sides has been very smooth, one does not change the spokesperson for 20 years, the other does not increase the endorsement fee, one has feelings and one has righteousness.
If the cooperation between Wang Lihong and Wahaha can run through his life, maybe he can really become a legend in the business world and the entertainment industry, but Zong Qinghou's daughter Zong Fuli just took over the work of Wahaha's public relations department, and immediately chose to terminate his contract with Wang Lihong, which instantly detonated the network.
Although Wang Lihong does have a trend, but he is also a high-quality idol, the key is that his cooperation with Wahaha has been like a model, the endorsement fee is not high, it will not consume much money, Wang Lihong's brand loyalty to Wahaha is also very high, it is said that no matter where he goes to perform, he is designated to use Wahaha pure water.
Therefore, Zong Fuli's decision to terminate the contract was criticized as stupid by the Internet that year. In the subsequent interview, Zong Fuli clarified the rumors on the one hand, saying bluntly that he personally did not like Wang Lihong. On the other hand, a more straightforward explanation is also given, Wang Lihong is older, and consumers will be aesthetically tired. This interview pushed Zong Fuli to the face of netizens' verbal criticism.
Time has passed, in 2021, a long article by Li Lianglei finally made the melon-eating masses think of Zong Fuli's desperate love that year.
According to normal business logic, big brands should do a background check before signing an endorsement contract with a star, and will track the celebrity's daily public opinion (refer to Infiniti), and it should not be difficult to find some clues mentioned in Li Lianglei's long article with Wahaha's ability, so can we understand that Zong Fuli's decision to terminate the contract belongs to "far-sightedness and prevention".
It should be said that in the matter of terminating Wang Lihong, Shu shulang may be in the first layer, Infiniti is in the second layer, and Zong Fuli and Wahaha are in the atmosphere.
Just before the publication of this article, Chow Tai Sang Jewelry also issued a notice announcing that their cooperation agreement with Wang Lihong had expired on November 30, 2021, and there would be no further cooperation.
This announcement is also very interesting, is it a hot or should it be considered a crisis public relations? Maybe a little bit. Look at the announcement release time, 9:53, should be the normal 9 o'clock to work, and then open a morning meeting, make a decision, officially released, stable enough.
In the comment area, some netizens sent a high praise comment: Wahaha: I can't imagine it, this wave I am on the atmosphere.
interesting.