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【Bakugou Yuko-chan】
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Poor ratings
✘ Apple's official first live broadcast of "water and soil is not satisfied"
On May 31, Apple conducted its first e-commerce live broadcast at the official flagship store of Tmall Apple Store, although based on the strong brand effect, the live broadcast attracted nearly 1.3 million onlookers. But Apple's live broadcast debut, there was still obvious dissatisfaction.
Ten minutes before the broadcast, the comment area of the live broadcast room was brushed by the "price reduction", which shows that netizens have high expectations for this live broadcast. But disappointingly, this live broadcast did not have any promotional price reduction activities, and only introduced some product features. At present, the concept of domestic customers for e-commerce live broadcast is mainly "price advantage", especially Apple's choice to live broadcast at the node of 618, which has raised expectations, and as a result, the live broadcast room "only talks about product functions without goods", so that netizens who go to the discount "bamboo basket is empty".
Not only did there be no price concessions, but the debut was even recorded. In the comment area, netizens frantically swiped the screen "coupons" and "price reductions", but the anchor was not moved at all, and finished talking about the content set in advance. This is really unsatisfactory for domestic consumers who are accustomed to interacting with anchors in real time in the live broadcast room.
Obviously, it was a failed live broadcast.
The reason is mainly due to the brand's failure to really lower its posture to understand the domestic live broadcast ecology, and its failure to truly meet consumers' needs and expectations for e-commerce live broadcast, resulting in a serious inconsistency between "live broadcast in Apple's eyes" and "live broadcast expected by the audience".
At present, the growth of the global mobile phone market is weak, and Apple cannot escape the dilemma of declining revenue. Apple's fiscal 2023 second quarter results show that as of April 1, 2023, Apple's revenue fell by 2.51% year-on-year, and its net profit decreased by 3.40% year-on-year. Although forced by growth anxiety, Apple has not participated in promotions and unofficial price cuts for many years, maintaining the brand's high-end tone, and has to take the initiative to get involved in promotional activities. But since the domestic market and live broadcast format have been chosen, it should not be broadcast only for the sake of broadcasting.
And judging from the setting of the live broadcast room, Apple did not bother to maintain the tone this time, and only 4 anchors completed a short introduction to product functions in the live broadcast room with a simple background.
It can only be said that Apple's live broadcast debut lacks both a basic understanding of the current domestic e-commerce live broadcast ecology and a lack of sincerity.
Good rating
✔ During the college entrance examination season, the brands also handed over excellent answers!
The annual college entrance examination season is not only a hot spot for national attention, but also an important node for brands. During this year's college entrance examination, many brands such as Yili, Meituan, Xiaomi, NetEase Cloud, and Station B also handed in their excellent answers.
"Will the college entrance examination determine a lifetime?" "Will I see you again after graduation?" "Do you like or do you want to be a popular major?" The day before the college entrance examination, Yili combined the college entrance examination season and Mangchong to launch a healing short film "Ten Questions Before the Exam", and gave the answer of "young seedlings give birth to mang, plant something to gain", to relieve the tension and send blessings to the candidates.
In contrast, Meituan is pragmatic. Meituan errands directly pasted subject knowledge points on the errand box, and put them in Beijing, Shanghai, Guangzhou and other places to facilitate candidates to check and fill in gaps on the road. In addition, Meituan errands also uses code words to give priority to responding to the emergency situations of candidates to help and help, escorting college entrance examination students in many ways and shaping a positive social image of the brand.
Xiaomi Home planned the "Xiaomi College Entrance Examination Gas Station" activity, sending 200,000 free love gas packs to candidates at 2,000 college entrance examination gas stations. At the same time, Xiaomi also released a vibrant, youthful and sunny short video, inviting outstanding seniors to send messages to the candidates.
In addition, NetEase Cloud launched the short film "It's a Station and a War", which wrote 18 music reviews in Shenzhen's "Liyumen" subway station; Station B joined hands with Wu Qingfeng to launch the 2023 graduation song "We All Own the Ocean" to support graduates... From online to offline, from stories to music, this year's college entrance examination season, brands continue to send warm wishes to candidates and give practical help to further enhance the brand image.
✔ Children's Day marketing that is more suitable for "Chinese baby physique"
Today's Children's Day not only belongs to children, but also to children who are still childlike. During this year's June Day, the marketing of various brands also reached a new height, bringing a more interesting festive atmosphere to children of all ages.
Frequently creating joint explosive models, KFC has become the "top stream" of IP co-branding in the fast food industry. Last year's joint name with Reachable Duck gave KFC the title of "Top Stream Manufacturing Machine". This year, KFC continued to join hands with classic IP and cooperated with the Sanrio family to launch a new children's toy, and the joint package was sold out as soon as the event was launched. From last year's "Reachable Duck" to this year's "Sanlio Family", KFC not only maintains coherence in the co-branding style, but also shows that the brand understands what young people like in terms of IP selection.
The new tea drinking track, which has always been "involving" in marketing, also opened a fancy joint name on Children's Day. Among the many joint cases of "memory killing", Heytea has taken a unique approach, co-branded Su Dongpo to take the elegant national style route and launch a new series of lychee products, allowing consumers to enjoy drinks while feeling oriental aesthetics. Moreover, Heytea's peripheral design this time is also full of details, and four bookmarks can be combined into one painting. Heytea has been exploring different joint gameplay, and there are many cases out of the circle. The joint name of Su Dongpo this time also further enriches the joint cases in the field of national style.
In contrast, the marketing of children's brands is mainly for "children". This year, the children's sports brand moodytiger invited star father Lin Feng to launch a new children's song "Be a Moodytiger", and show the appearance of a good childhood in the MV, focusing on the growth and parent-child relationship of children in the new era, and conveying the brand attitude of "childhood should not be bound". Familiar melodies, catchy lyrics, and clear value propositions make moodytiger a "clear stream" in June Day marketing.
When Children's Day is no longer just a festival for children, brands also have more room to play, so that adults and children can feel simple happiness.