Life is a bit hard, so I'm here to make fun of everyone again.
Let's say that there are jokes about Hema every year, but this year there are a lot of them.
In short, the mental state is very good
If you don't believe it, take a look
First of all, a bit of a nervous label:
The apples are blanched and opened, the ice cream is fleshy, and the chocolate fat texture is clear
The cosmic-level product description brings you a fly-like visual experience
Beer is sold in the children's corner
Jumping like crazy on the bottom line
Prawn brand duck blood
Well...... Is it to eat Mao Xuewang, spicy fragrant pot or hot pot today?
Laundry detergent that tells you to eat better on the weekend
Hema why are you cursing me to eat with oil on my body!
Double Grapefruit Juice unlocks a new ability: Unclog Pipes
This year, not only can the sow go up the tree, but the juice can dredge the pipes
The owner of the circle complained loudly: Hema you don't hire child labor, you can only understand the price, you don't read the text at all!
The sale coupon was changed to a "Teman" coupon
Ultraman shouted when he came: You are a little too intimate
Due to too many mistakes, netizens mistakenly thought that this was some kind of marketing method
If this is true, this zero-cost marketing method can really shock the marketing world
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The Hema that was thrown to Grandma's house may be a shame that people don't know it or pretend not to see it at all
However, some brands can take advantage of the embarrassing heat to sell a little miserably, and fight everyone's attention
For example, 1688, which lost the LOGO at the Weifang Kite Festival two days ago
After being witnessed by netizens and posted on the Internet, he went crazy on the Internet
Netizens rushed to the comment area to laugh at it
No one can avoid sharp-eyed netizens, and a promotional picture of this dislike tea made netizens find out the bug
Netizens found that the hands of the two characters in the picture holding Hey Tea were drawn upside down, (if you don't believe it, let's go through a maze and try it yourself)
Just when netizens were discussing hotly, the official came out to respond: It is indeed reversed
At the same time, the designer's sister found the mistake and "knelt" to apologize after verifying it herself
The sincere attitude and cute response made netizens soft-hearted
Started to help Heytea play a round
I said that this class of netizens grew up playing "Let's Find Fault Together", right?
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There are also those who have a correct attitude after being embarrassed and skillfully resolve the public relations crisis
In 22 years, on the field of the Qatar World Cup, some golfers found that Mengniu's LOGO was reversed
Mengniu officials responded to the incident soon after, but the simple and sincere copywriting showed the big picture of the brand
First of all, I would like to express my gratitude to netizens for their warm reminders and shorten the distance between them and users
Secondly, express your understanding of the staff who led to the mistakes, and show the generosity of the brand from the perspective of the workers at the bottom
Finally, the eight words "just score goals, anyway" brought the focus back to the world competition, and also reflected its position as an official sponsor
Mengniu, it has to be your cow!
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In fact, in addition to being passively embarrassed, there are also brands that are actively embarrassed
Let's start with a positive example
Tmall World Animal Day, the product name "went wrong"
Different from the outrageous pirated brand name of "Sprite" to "Leibi", and "Rejoice" to "drift",
Tmall blends brands that already have animals in their names with endangered animals
"Green Peacock", "Seven Steppe Wolves", "Golden Dragon Rouge"
You may be amused by Tmall's idea when you first see these new names, but when you really understand the reason for the second change of brand name, you will be moved by the value and intention of "protecting endangered animals" behind it.
Therefore, the "shame" here should be put in quotation marks, so that the well-known brand endorses endangered animals, establishes brand values, and at the same time, also makes the concept of "protecting endangered animals" deeply rooted in the hearts of the people.
There is also a negative example, which was not only ridiculed by everyone, but also attracted negative revelations.
Tang Daren co-branded Wang Junkai filmed an advertising video
The first 15 seconds were fine
Later, the style of painting became like this
In the lower right corner, there is also a note of the modification plan
Mom, I saw a ghost! The word "stick" can fly
This was followed by revelations from "industry insiders".
Although the official responded afterwards on the grounds of "playing with everyone", and even invited netizens to create a second creation
However, there are many capable people on the Internet, and some professionals have broken through the official cover-up methods of rushing to the doctor
Even if you work during the day, you still have to work at night?
The lively psychology of people's lives makes many brands not hated by consumers even if they are embarrassed, but because of some inconsequential bugs in the brand, it adds a touch of interest to the brand image, and also opens up an interactive space for the brand and consumers.
It is worth mentioning that the brand's timely remedy after the mistake and the use of sincere or humorous way to do a good job of crisis public relations can eliminate the negative impact to a certain extent. If you take advantage of the opportunity to brush up on a wave of goodwill in front of the public, you may also be able to add points to your brand image.
However, some brands are listed as marketing failures by the brand industry because they are too rough and outrageous to make the public question the degree of care they put into advertising and the strength of their marketing campaigns.
An interaction
Who do you think is the most embarrassing?