Recently, the Qatar World Cup came to an end under the attention of the world. In this epic game, there are the brilliant fireworks of the Lucerel Stadium, the helpless regret of the "Mero Final Master", the fierce battle of the group of heroes in the green field, and the tears of countless fans... At the same time, the marketing tug of war of major brands is also being staged wonderfully, and in the "fight" of many brands, Mengniu's wave is really in the atmosphere, directly "winning numb"!
From the overall list of World Cup brands, it can be seen that Mengniu's media sponsorship value ranks first, but let netizens call this money "the value of spending"! After all, Mengniu has turned the World Cup competition field into its own brand home, which has been unanimously recognized by the industry as a classic sports marketing battle.
It is clear that so many brands have co-sponsored the World Cup, why can Mengniu turn decay into magic and attract worldwide attention in one fell swoop?
The final "lie and win" marketing opportunity is not up for grabs
Before the World Cup final, sharp-eyed netizens have found that Messi and Mbappe as the spokespersons of Mengniu, no matter who wins the crown, Mengniu is the winner. Mengniu also followed current events closely and said that "no matter who scores, they will come to Mengniu".
Meticulous layout, standing at the peak of traffic in one fell swoop
This wave of speeches standing in the atmosphere made netizens ridicule one after another, "Prophet, knife." However, looking back at the entire marketing process of Mengniu, it will be found that Mengniu's explosion laid a deep foreshadowing very early.
Take the initiative to become the official global sponsor of the FIFA Qatar World Cup and lay the foundation for Mengniu & World Cup marketing
Upgrade slogan, "every part of the nutrition world should be strong", resonate with user value, and build brand value assets
"Bet on Bao" was successful, signing two top stars, Messi and Mbappe, to form a M³ combination and book the championship endorsement
Create topics, before the final, #Mengniu is completely unpanicked tonight and other topics have aroused heated discussions and pulled the discussion to the peak
Grasp the node, the content bombardment of social media platforms, the continuous marketing actions of influencers, and the full spread of online and offline to improve the exposure of the brand
Emotional containment, using words such as "youth is only a few World Cups to nourish you" to touch the emotional value of users
Product co-branding, using World Cup IP, to obtain high returns on brand marketing
Looking at Mengniu's marketing ideas, signing Messi and Mbappe seems to be a stroke of genius. Behind the success of "betting on treasure" lies the degree of fit between brand positioning and spokesperson. Whether it is Messi or Mbappe, their growth experience is extraordinary, showing self-improvement and stubbornness everywhere, which coincides with the "strong" spirit promoted by Mengniu.
Mengniu has transformed from a local dairy enterprise established for 23 years to one of the top seven dairy companies in the world, with an increase of more than 2,000 times, and is the youngest brand TOP10 in the world.
In this regard, Mengniu and Messi and Mbappe are strongly united, and only through the "lying down to win the World Cup" will there be this scene.
In Mengniu's successful marketing, we also know the importance of brand "casting". This also stimulates the deep thinking of our overseas enterprises——
How can brands go overseas to match the right influencers?
Accurate matching to master overseas influencer marketing shortcuts
As we all know, low efficiency, difficult risk control, and cultural differences are all important factors affecting the cooperation between overseas brands and influencers. The following methods can help enterprises avoid many detours, achieve overseas influencer marketing efficiently, accurately and at low cost, and make it natural for you to "win".
Triple filtering – improve efficiency, reject fake influencers, and ensure cooperation
1Massive data filtering to improve efficiency
Comprehensively judge whether the influencer matches the brand.
Clarify the user portrait of influencers from the perspective of data to ensure that fan traffic can accurately and widely cover the target consumer groups that brands want to reach.
2. Establish a blacklist database to reject fake Internet celebrities
When brands screen influencers, they can gradually establish their own overseas Internet celebrity black and red lists, have their own blacklist database, refuse to use Internet celebrities with retained black history and poor marketing effects, and refuse to step on thunder.
3. Manual filtration to ensure the degree of cooperation
From a professional point of view, judge whether the Internet celebrity is qualified, high-quality, and has business spirit.
Creative Content Marketing – Choose influencers from a differentiated content marketing perspective
Differentiated content marketing can expand the range of influencers' choices, such as beauty brands don't just use beauty bloggers to recommend beauty products, try to enable Cosplay influencers to target fan traffic in these incremental markets.
Choose a shortcut – take advantage of WotuHub Overseas Influencer Intelligent Marketing Cloud
WotuHub is under the umbrella of Wotu.
At the level of matching overseas influencers, WotoHub has a powerful influencer search engine. There are also influencer rankings, AI intelligent personality search, competitive influencer marketing insights and other methods, allowing brands to quickly find suitable influencers.