Do a small survey, all of you friends here, is there anyone who is a loyal fan of Samsung?
In the recent half a month, in the high-end flagship mobile phone circle, it can be said that only the international manufacturer Samsung has made the most of the limelight.
When the domestic mobile phone manufacturers are still in the stage of squeezing toothpaste from time to time, Samsung directly came to a pain.
On February 9, Samsung held a global launch conference and released the Galaxy S22 series and the Galaxy Tab S8 series tablets.
The Bank of China press conference is scheduled to be released on Tuesday, February 22, and the S22 series is selected on this day, and Samsung is still quite careful.
There is a lot to say, this galaxy S22 series of super cups, in all aspects are very capable of playing existence.
The value of this piece does not need to say more, the extremely narrow border plus the design of the simple camera module, the recognition is full.
Top screen, soul S-Pen, Snapdragon 8 Gen1, 5000mAh battery + 45W fast charge.
Dolby dual speakers, 100 million pixel main camera + 1200W pixel ultra-wide angle lens, the oversized cup is indeed worthy of the name.
The S22 series also produced three models, the exclusive color of the mall with a lot of water, "far mountain gray, island blue and rose flower".
Exclusive colors of Samsung Mall: Distant Mountain Grey, Island Blue and Rose
However, Little Ray had to say but oh well.
The S22 series is indeed a good mobile phone from all aspects, that is, this year's Samsung publicity work is really not good.
Before and after the Samsung National Bank conference, there were many activities tossed, but the majority of goose star fans did not buy it.
So, what the hell happened to make Samsung a pass operation laborious and unflattering?
Don't worry, take your time one by one, let's start with the warm-up activities.
On February 21, Samsung released a warm-up Weibo on its own official micro-blog about the new product launch.
There is a saying that the warm-up of new products is basically everyone, which is actually no problem.
However, the problem lies in the two people of the official micro @, and the accompanying "Samsung S22 New Product Launch Actor Interview" promotional video.
To give you a brief introduction, the two people, Leyou and Menier, they are not stars, but short video Internet celebrities.
The warm-up short film Xiao Lei also summed up a wave, the general content is to tell the young child and Menier through the small plot, in turn to leave the country.
Finally, leave the audience with a suspense, who can successfully audition and finally appear at the scene of the press conference.
For short video influencers, these drama performances are indeed their best plays.
What Samsung didn't expect was that not long after Weibo was sent out, the comment area was rushed by netizens.
Xiao Lei stared at the posture, netizens had no opinion on the video content, and they were scolding Samsung for asking Internet celebrities to advertise this wave of operations.
The point of netizens complaining is that Samsung is no longer good at inviting star artists, right? Engaging in Internet celebrities to advertise really can't be on the table.
It is estimated that it was scolded too badly, and finally Samsung actually directly deleted Weibo, and it can be said that it is not clear.
At the press conference on the evening of the 22nd, Samsung even put the "localization grounding gas" and implemented it to the end.
Samsung invited the "Happy Twist Team" and asked them to use the "Memory of the Third Dimension" sitcom as the main line to connect the entire event.
Xiao Lei put a few GIFs of the press conference site to let everyone feel the painting style.
There is a saying that the happy twist funny skill is indeed a must, but with the mobile phone conference side by side, how to feel the sense of violation ah.
Not only xiao Lei had this feeling, but the comments under the official micro were blown up by netizens.
Some netizens put forward heartfelt suggestions, the conference opened very well, next time don't open again.
Some people also said that this conference ah, did not explain clearly...
Some netizens feel that Samsung's wave is the end of the world, too focused on the sketch but do not put the promotional video.
And netizens scolded, Xiao Lei found that the live broadcast room of the Samsung conference suddenly did not give comments.
Good guys, directly from the source to eliminate negative remarks, Samsung this wave of deletion ban reviews is a play to understand.
It is worth mentioning that the young and Menier, who were angrily sprayed by netizens before, did not appear at the scene of the press conference this time.
Looking at this posture, Xiao Lei estimates that the launch of the Galaxy S23 series should no longer have sitcoms, right?
The warm-up is a short video network celebrity, the conference and the whole sitcom, it can be seen that Samsung is thinking about the publicity.
So the question is, why do star fans just don't buy it, and some even feel scolded?
Thinking about it, Xiao Lei felt that there were actually two main reasons for this.
On the one hand, although Samsung's sales in China are not very good, it is also an international manufacturer of TOP1.
In addition, the flagship mobile phone of the Galaxy S22 series is released this time, and it comes with its own "forced grid".
On the other hand, the "Note7 explosion door incident" a few years ago has already made Samsung get off a large number of loyal fans.
Now still squatting in the Samsung flagship new machine conference, not many years old fans, but also true love fans.
Fans are coming to see your Samsung show muscles to force the grid, please Internet celebrities to advertise and act in sketches, which can be happy to see?
In fact, the brand side thinks that it is grounded, and Samsung is not the first time that Internet celebrities have been repulsed by advertising.
In September last year, Rolls-Royce invited The Internet celebrity couple Lin Han to take a video promoting luxury cars.
To the small partner who does not understand the science popularization, the current reputation of the Internet celebrity couple on the Internet can be said to be not bad.
In the early years of the late evening, he became popular under the name of "Douban Goddess", and later was pulled out by netizens to have a black history of making a small three and wearing a lynx fur coat.
The art museum opened by the husband and wife was also exposed to the death of a worker who fell from a building, suspected to be a tofu slag project.
So, Rolls-Royce This advertisement was issued, and many Rolls-Royce car owners expressed their dissatisfaction in the Comment Area of Weibo.
Later, even Wang Sicong went down to participate in the war, bluntly saying that Rolls-Royce was very low and would not buy it in the future.
Everyone should know the direction behind, Rolls-Royce removed the promotion video, and also apologized.
Judging from the two overturning cases of Samsung and Rolls-Royce, the brand marketing piece is sometimes not understood by the big manufacturers.
The above two brands themselves have their own "high-end" aura, and fans are also willing to buy and buy this high-end.
Although the fan base of Internet celebrities is large and the traffic is large, in the final analysis, the die-hard fans of high-end brands often do not agree.
So, if the brand side really wants to pursue traffic, Xiao Lei feels that at least it has to find a big star with less black history.
Of course, Xiao Lei is not blindly negative, and Internet celebrities cannot play advertising endorsements.
Under the premise of conforming to the tonality of their own brand, choosing the right influencer and advertising can also improve the popularity drop.
Brand marketing wants to localize the grounding is no problem, but also please the marketing department, do your homework seriously.
Otherwise, invest human, material and financial resources, and in the end, fans will not buy it, then it will be a waste of time.