- 307th Original Case -
What types of marketing campaigns are the hardest?
I think a lot of the answers will be: new! product! above! city! transmit! sow!
"New products" bear the front-end strategy, research and development, manufacturing costs and market expectations, especially for bulk consumer goods such as automobiles; at the same time, the brand also faces a large number of competitive products, and even the overall noisy communication environment.
In the face of these complexities, communication channels, content operations, creative expressions, and business conversion have become key issues to be solved. Today we will talk about a case with a lot of points to watch along this topic - AITO, a new car brand equipped with Hongmeng system provided by Huawei.
At the end of last year, AITO launched the first smart SUV, the Q&A M5. The first car launched by the new brand was successfully detonated at the beginning of the listing, the interest crowd increased by 157 times, and the order exceeded 9,000 units in one week.
Generally speaking, new brands first need to start a sound war, after all, there will be attention to discuss, and then to harvest interested users and orders. For AITO, Huawei's genes and Hongmeng systems have long been full of expectations from the outside world, and it can be said that the brand has a certain degree of attention, and it is not on the fire first, and it quickly grabs the sound of the battle.
However, while netizens are looking forward to it, they are also curious: "Huawei is very good in the field of communications, but it is still a novice in automotive technology, and there are many smart car track masters, where is the uniqueness of AITO?" ”
Therefore, the most important thing to do in the listing marketing of the M5 is to focus on delivering the highlights of brand technology while standing on Huawei's "shoulders" to continue to expand attention.
Then we may wish to disassemble these two needs: to pass on technical highlights, we need to open up the core circle layer, attract a large number of vertical groups of people for discussion, in-depth communication, so as to attract interested users, which needs an open discussion platform to carry; expanding the attention needs the brand to create social hotspots, attract more users, and thus detonate the attention of pan-circle users. "Hot + social", so Weibo has become the main platform for the dissemination of this listing.
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Create momentum, from intelligence to AITO heat
The Q&I M5 is equipped with Huawei's latest HarmonyOS smart cockpit. Through the HarmonyOS system, the car machine system can truly break the isolation state, users can interact with mobile phones, tablets and other devices through an account, experience the car machine system like operating a mobile phone, and realize the ecology of the Internet of Everything.
These make the M5 have the genetic tonality of "intelligent technology", "high-end cars" and "national brands", and the three vertical circles that need to be opened first to pass on the highlights of the model are: the technology circle layer, the automobile circle layer, and the Fan Circle layer of the Huawei brand.
Therefore, before the conference, AITO first cooperated with Weibo Digital Channel to reach the users of the technology circle, released the topic #Intelligence is more than driving," and guided users to share and explore different ways of intelligent travel to deliver the multi-dimensional intelligence of new products.
The topic brought 320 million reads to AITO and professional discussions with more than 7,700 users, especially many million-level pan-knowledge V around intelligence, from intelligent terminals, automotive intelligent ecology and other angles to produce high-precision high-quality content.
For example, @kan technology uses open interactive topics to inspire ordinary users to produce UGC to discuss smart products and technologies. @Luffy Technology said that intelligent driving is only a small part, including smart cockpit, smart phones and other new features, and these functions are all in line with the new functions of the M5 to stimulate users' expectations for new cars.
