Original Maniac Advertising Maniac 2024-04-17 10:00 Guangdong
In the era of stock games, users are becoming more cautious in their purchasing decisions, and brand marketing budgets are also tightening. In such a market environment, marketing strategy has become crucial, not only to set "clear goals" according to the actual situation, but also to output a complete set of practical market solutions in a "result-oriented" manner, and every penny must be spent on the cutting edge.
The recent sponsorship of Mengniu Milk's sports marketing campaign for the Northern Half Marathon is a good example. By capturing the strong demand for "outdoor sports" and "healthy nutrition" after the epidemic, Mengniu milk will broaden its new consumption scenarios and attract new customer flow circles, as the second growth curve of the product.
01.
Extend from household consumption to outdoor consumption
Lead the new trend of "drink more milk and exercise more".
After the epidemic, "physical health" and "mental health" have become the focus of people's attention, and more and more people are going outdoors to release physical and mental stress, increase happiness and satisfaction through outdoor sports such as hiking, cycling, and camping. When the demand for outdoor leisure activities is high, the "outdoor consumption" scene will also grow rapidly, giving birth to huge market opportunities.
If brands want to carry out marketing in the context of the expansion of big health consumption, they must upgrade their products and services on the basis of new user needs. Mengniu Milk explores new consumption scenarios from the perspective of "outdoor × milk", opening up a new track of imaginative "outdoor scene" milk category.
So, what is the correlation between outdoor sports and milk?
First of all, in the outdoor sports scene, "replenishing energy" is a rigid need, and milk, as a protein-rich drink, can replenish the nutrients and energy needed by the body in a timely manner, and then become a new choice for outdoor sports scenes. In addition, using outdoor sports as a concrete carrier can better convey the "relaxed and happy" emotional feelings brought by Mengniu Milk to users, so that the brand can have a deep emotional connection with users. Mengniu milk not only provides users with physical nutrition, but also gives a certain amount of spiritual nourishment and keeps them in a positive mood.
From this perspective, it is logical to understand the core idea of Mengniu Milk's "More Mengniu Milk, More Health Power". Mengniu Milk integrates the role of "health guarantor" into the life of users, encouraging more people to go outdoors and embrace a healthy life, Mengniu Milk is your biggest health motivation.
In terms of actual communication, Mengniu Milk first used a vibrant "sense of life" advertising film as a communication incision, and encouraged users to drink more milk and exercise more through group dramas integrated into specific scenes.
In the past, most of the milk advertisements were in a warm home environment or office, but the Mengniu milk advertisement chose an outdoor scene, which not only attracted attention at the first time, but also made it easier to create a new understanding of the product.
The short film takes "a football scurrying on the street" as the main clue, connecting all the scenes: the aunt sitting at the breakfast stall leisurely drinking milk, the horse runner who uses milk to replenish energy, the white-collar worker who rushes to work while drinking milk, and the child who is laughing with his partner for a bottle of milk...
On the one hand, through the shaping and interpretation of multi-group life scenes and the high correlation of outdoor scenes, users can complete the transformation from "Mengniu milk can supplement nutrition and enhance physical fitness" to "Mengniu milk can increase health power" from the mental point of mind, and expand Mengniu milk's "family consumption needs" to "outdoor sports needs", which is also in line with the consumption trend of "family" to "outdoor" after the epidemic.
On the other hand, it is a concrete interpretation of the theme of "More Mengniu Milk, More Health Motivation", especially at the end of the film, driven by the football boys, everyone also participates in this "impromptu street sport" with Mengniu milk. Mengniu Milk uses this to encourage everyone to exercise more and drink more milk, so that their mood will become better and their lives will become more vivid.
If brands want to achieve effective communication, content information dissemination is only the first step, and it must also be able to convince users and subtly influence users' memory of ads. From this point of view, compared with the highly recognizable repetitive hard broad, Mengniu Milk's situational communication is more sincere and clever. By creating a relaxed and interesting life scene and skillfully implementing the product experience in each specific group demand scenario, it is easier for users to have a positive emotional cognition of Mengniu milk: drinking more Mengniu milk can unlock more health power.
02.
Take advantage of the Northern Half Marathon to build new product awareness
Strengthen the association between Mengniu Milk and users
A creative short film alone is not enough to support the implementation of Mengniu Milk's strategy, and it is necessary to integrate the product into the daily habits of users and become a part of life, which can be regarded as the completion of market education.
So, how is Mengniu milk made?
It will set its sights on the "Northern Half Marathon" event that will attract the attention of the whole people, and through the binding with this national sport, it will occupy the commanding heights of brand voice and potential energy. In terms of specific implementation, it is to use a "sense of life" marathon short film as an incision to create an outdoor consumption scene of "healthy life = drink more milk and exercise more" for users.
The two-stage reversal is creatively interpreted with "cross-dressing", so that the "life field" is smoothly connected to the "marathon field", vividly highlighting the happiness, health and vitality brought by marathon sports. At the same time, a visual hammer is created through the picture from multiple angles such as Mengniu milk packaging box, Mengniu milk mascot, Mengniu milk car, etc., so that the product can be implanted in the user's mind: sports energy supply, not only energy drinks, but also Mengniu milk.
Only by landing the product in a specific scene can we create a real and concrete user touchpoint, so that users can obtain real perception and memory. The implementation of Mengniu Milk's strategy is not only reflected in content creativity, but also in "point-to-point" accurate communication. Instead of doing traditional wide-net communication and exposure, Mengniu Milk focuses on the two main groups and communicates with the actual needs of different groups.
The first one is for horse runners, who are the precise target group for Mengniu Milk to expand to the outdoor sports scene, and have a certain circle influence.
In addition to directly naming the Northern Half Marathon, Mengniu Milk also built a brand pavilion offline, launched IP customized products & peripherals, etc., and built a scenario-based marketing integrating experience, interaction, and welfare peripherals, effectively reaching target users to complete cognitive education.
Based on the interests of the target group, and accurately provide users with the required products and services, so that Mengniu Milk North Half Marathon hot spots take advantage of the marketing to achieve twice the result with half the effort.
In addition to being the title sponsor of the 2024 Beijing Half Marathon, Mengniu Milk's sports strategy is not limited to this, it has also linked up with triathlon, track and field, street ball and other sports, and has teamed up with star athletes such as ski world champion Gu Ailing and football star Mbappe to shoot a set of sports star promotional posters. Mengniu Milk has joined hands with many top competitions not only to continue to help the development of sports and boost the national sports boom in a practical way, but also to make the brand more closely related to the sportsmanship of health, vitality and positive energy, and to enhance the brand image and market influence.
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The other is for the pan-sports crowd, who are the potential group for Mengniu Milk to expand to the outdoor scene, which determines the coverage and influence of this communication.
Insight into the user habits of "WeChat Sports as a Healthy Attendance Machine", Mengniu Milk and WeChat jointly launched the interactive activity of "WeChat Search Mengniu Nutrition Life Home Mini Program, 8888 steps a day, with surprises every step", so that Mengniu Milk's exercise records and WeChat steps can be synchronized in real time, entering the first life scene of users.
Through this kind of gameplay interaction, the product is softly implanted into the user's living habits: go out for a walk, don't forget to bring a bottle of Mengniu milk to add more health motivation to yourself. In addition, it is also a health reminder to users: go outdoors more.
The user-oriented interaction can not only maximize the release of the brand volume and help the brand potential energy to a new level, but also further promote the formation of national sports habits and reflect the sense of responsibility of the national brand.
In summary, through online and offline linkage, the layers from the core circle of outdoor sports to the potential circle are broken, and the consumption mentality of "healthy life = drink more milk and exercise more" is implanted.
▼
With the slowdown in economic growth and the tightening of marketing budgets, how to achieve brand cohesion through more accurate and efficient marketing methods is a topic that all brands must face. However, no matter how the market develops, only by always grasping the needs of consumers and constantly upgrading the marketing strategy can we inject a steady stream of vitality into the brand.
1) The shift from "home scenes" to "outdoor scenes".
After the epidemic, most industries are slowing down their growth, but the vitality of the outdoor sports market is accelerating. Where the user is, the brand should be there, and the brand may wish to find the growth point from the outdoor perspective. Mengniu Milk has moved from a "family consumption scene" to an "outdoor consumption scene", which has undoubtedly created a greater marketing imagination.
2) The shift from "traffic exposure" to "cognitive shaping".
Brand budgets are tight, and it is even more important to spend money on the cutting edge, not obsessed with short-term traffic exposure, but more importantly, to focus on long-term brand building. This time, Mengniu Milk is taking advantage of the highly representative "Northern Half Marathon" race to create a recognizable public brand role, and complete the mental occupation of "more Mengniu Milk, more health power" in the interaction with users.