Source: Uncle Almighty
"Male moon, wash out the man!"
Today is Mother's Day.
You may have guided, blue moon ads, big rollover.
Uncle began to emphasize two years ago, a trend:
For corporate public relations, if the CCTV 315 Gala is a public relations "Spring Festival Gala", the 38th Festival is a public relations "festival".
Now, the PR "holiday", maybe one more "Mother's Day".
The case of "Male Moon" is most worth discussing:
It turned over twice, and Xiaohongshu's "listening to persuasion" and "pet fans", how did it fail?
Let's talk about the rollover first, and then comment.
1. The first rollover: mother = nanny
It's that "Mother's Day" poster.
A netizen said that it is hard to imagine that there are 5 "thunder points" in a poster.
Especially the sentence "Mom, you use it first!" ”
The original intention of the brand is to be a good "little helper" for mothers, in fact, many personal care brands have followed this logic for many years.
But in the current scene, it becomes: Mom = do housework!
Then, netizens substituted themselves into the role of "housework mother", and began to criticize Blue Moon!
Netizens also started a "elevator poster action", everyone took out stickers, wrote their protests, and then pasted them on the poster, took photos and then shared.
Like what:
2. The second rollover: self-delete "description"
Blue Moon responded twice.
The first response was in the message area, and its customer service explained: "I hope to use high-tech products to present every mother and express gratitude." ”
The second response was on May 7.
Blue Moon issued an official "explanation", with three core meanings:
It is estimated that this "explanation" that does not admit mistakes was scolded miserably in Xiaohongshu.
As a result, Blue Moon deleted it herself. This is the second rollover.
3. The third overturn: the company is hopeless
The third overturn came from this "solicitation".
Solicit advertising copy from netizens.
Blue Moon gives no low "benefits":
1. The 10 selected copywriters will be rewarded with 100,000 yuan each!
2. Judging from the poster, there is also a free cruise!
As a result, the 10 selected comments are as follows:
After reading it, Xiaohongshu netizens were angry:
Blue Moon didn't pay attention to the "questioning" in the message area, and quickly replaced the screen ad according to the new copy, and quickly went online:
As a result, the message area continued to be "scolded" by netizens:
On May 11, the uncle saw that the official live broadcast room of Blue Moon Douyin was launched.
Not only did I give a great discount, but I also gave away a lot of bottles.
actually threw a lot of money on the "lucky bag" in the live broadcast room, and directly hung the "iPhone15 mobile phone and gold bracelet", reference value: 12999 yuan!
Last month, Lei Jun broadcast live on Douyin, and the lucky bag was given a Xiaomi mug......
If you compare and feel, you should know that Blue Moon's "pet fans" are strong!!
So the question is, with such ferocious intensity, is the sales of the Blue Moon live broadcast room affected by negative public opinion?
Uncle found live broadcast sales data in the past 30 days, which came from two third-party platforms:
Unfortunately, due to the recent adjustment of Douyin live broadcast data and the lag of data, it is very inaccurate for third-party platforms to capture sales data.
So this conclusion may only be felt by Blue Moon herself.
But judging from the number of viewers, it seems that some signs can be seen.
May 1 may be a watershed moment, and the "let mom use it first" ad was launched during this period.
But on May 11, it ushered in a huge wave of traffic. The live broadcast of the day attracted more than 8 million views.
Enterprises represented by Jierou have not only gained a lot of traffic by pampering fans and listening to persuasion on Xiaohongshu, but also regarded the Xiaohongshu platform as a way to interact and communicate with netizens, and also brought goods in reverse.
What's more interesting is that Jierou was because of a crisis accident back then, and as a result, people responded in a "pet fan" way, and they were out of the circle.
Back to the Blue Moon Event.
After the first rollover, Blue Moon also spoiled fans, and especially "listened to persuasion" and immediately announced that it would change its advertising.
Why did the car overturn again?
Why didn't Blue Moon turn a crisis into an opportunity?
Mother's Day marketing, what pitfalls need to be avoided?
Uncle talks about 3 points.
1. Listening to persuasion is "really listening to persuasion", not "pretending to listen to persuasion".
Resemblance, not resemblance.
Uncle believes that enterprises should "listen to persuasion", either listen to all or "listen excessively", and the most taboo is to "listen half", or "selectively listen to persuasion".
The essence of "listening to persuasion" is that you give the lead to the netizens, so that the will of the majority of netizens can be fully demonstrated in your follow-up decisions.
Judging from this case, Blue Moon is "half heard".
Although it is said, "Male moon, wash out the man!" This kind of negative copywriting is definitely inappropriate, but for example, "exchange dad for mom", don't bind "mom" and "laundry", and laundry as a Mother's Day gift itself is inappropriate...... These "persuasions" put forward by many netizens, Blue Moon did not listen.
Instead, he chose to continue to tie "mom" and "laundry". From Party A's point of view, the uncle understands.
After all, Party A believes that its products are sold to mothers who do most of the laundry, not to scold their "daughters".
Therefore, for the "persuasion" of her daughters, Blue Moon pretended not to hear it, and it must have turned over again.
2. Pet fans first "listen to persuasion", and a sense of identity is more important than rewards.
Pet fans are not brainless coins.
Uncle often said that the core value of public relations is to help companies and build a sense of identity between the public.
If the sense of identity is not established, there is no point in spoiling fans. Do you still remember when Hua Xizi went crazy...... In the eyebrow pencil incident, Hua Xizi did not redeem the public's "empathy", but instead fought and went crazy, and gave away 10,000 eyebrow pencils for free, but did it work?
This case is also that Blue Moon "offended" women who are mainly on the Xiaohongshu platform this time, even if you spend 1 million to solicit new advertising copy, what kind of cruise tour, tens of thousands of lucky bags in the live broadcast room...... The core of the two overturns is that there is no sense of identity repaired.
That's why it's called: the shape is similar, but the god is not similar.
3. On Mother's Day, avoid falling into the topic of "gender opposition".
Mother's Day is not Women's Day, so how can it fall into the topic of gender antagonism?
This is also the biggest question I had when I first looked at this case.
Is it a fuss, or is there a real problem?
After the uncle's research, he found that the logic of the problem may be like this:
Mother's Day Laundry Detergent - Mother's Day - Women Do Housework
This is the "product" of a typical patriarchal society!
Therefore, as a Mother's Day gift, laundry detergent is certainly not the best gift, and it is not worth taking out for publicity.
For example, skin care products have more advantages, and Olay launched "Mom Has a Set" on Mother's Day this year, which is to advocate that everyone should give their mothers a set of Olay.
However, the Blue Moon brand sells laundry detergent, so why don't you send this? How can it be avoided?
Uncle saw that a netizen mentioned that you can refer to the case of Eleme during the Spring Festival this year - I wish you no longer have to be hungry for the New Year, reverse marketing method.
It is also possible to do "gender swapping".
As early as 2017, Diaopai began to advocate "equal distribution of housework" to promote equality between men and women.
Although Proya overturned on March 8 this year, in fact, the Mother's Day planning done by TA in 22 and 23 is advocating: housework is not just for women.
For example, in 22 years, the theme copywriting is: "Family responsibility is not only visible to mothers, every love should be sung".
In 23 years, it is "more than just mothers in the world".
To sum up, the uncle made a summary a little.
It's not that Blue Moon doesn't know how to pet fans and listen to persuasion, but after the first rollover incident, the "crux" of Blue Moon's problem was not identified, let alone "solved". In this case, prescribing "medicine" indiscriminately is obviously "taking the wrong medicine". But there is nothing wrong with "taking medicine" (solicitation) itself.
Therefore, the uncle believes that with the awakening of women's awareness of equal rights, the discourse system of Mother's Day marketing needs to be changed, and brands should jump out of the fixed impression and sales-oriented thinking of "traditional women's three from four virtues" and return to the essence of communication between brands and users.
Finally, how do you see Mother's Day becoming a PR "holiday"? What do you think of Blue Moon's rollover this time?