In the blink of an eye, it's almost the annual Qixi Festival.
Qixi Festival is not only a good day for couples to show their affection, but also an excellent time for brands to launch marketing to take advantage of the situation.
I tried every means to attract the attention of couples, and I couldn't wait to incarnate Tang Seng and chant in everyone's ears, "Don't forget to give gifts, give gifts, give gifts, give gifts, ......".
If marketing is done well, it can often achieve a win-win situation in terms of topics and sales, and achieve a breakthrough in brand marketing.
If you don't do it well, it will cause disgust and even resistance from netizens, and it may be a failure to work hard for a long time.
is talking about Chow Tai Fook, who was originally at the top of the gift list, but single-handedly squeezed himself out of the finals.
1
A few days ago, Chow Tai Fook shot a set of advertising posters for the ambassador Du Haitao to warm up for the Chinese Valentine's Day.
It's okay if you don't shoot, but if you shoot it, you'll be in trouble.
Source: Chow Tai Fook official WeChat
The first one can be seen, the focus is to highlight the product, but it is difficult to ignore Du Haitao's small eyes.
Like a migrant worker who sat at the workstation before he woke up, his eyes were gloomy.
In the second one, the action of covering the mouth and hands is a little greasy, and it can't stand up to scrutiny.
Source: Chow Tai Fook official WeChat
In Xiaohongshu, Chow Tai Fook also introduced the Chuanfu series in a playful tone: "Du Haitao's gift to Mengchen is Chow Tai Fook's Chuanfu~"
Source: Chow Tai Fook
The netizens who brushed it instantly fried the pot and couldn't help but ask, what is Chow Tai Fook doing? !
Hermes, which was originally in the golden world, suddenly became the Wallace of the gold world, and the grade fell off a cliff.
sighed that Chow Tai Fook has money and no place to spend it, and the spokesperson is not as famous as the brand, which belongs to reverse publicity.
It's better to find Huang Zitao, but he has also established the character of "pure love God of War", and he disagrees with Chow Tai Fook's selection vision.
I finally understand why someone wouldn't buy the brand because of the brand ambassador。。。。。。
The voices in the comment area were surprisingly unanimous, and they did not agree with Chow Tai Fook asking Du Haitao to promote Qixi Festival, expressing their disappointment with the brand.
Seeing that public opinion was getting more and more fierce, Chow Tai Fook quietly deleted Weibo soon after, trying to save the brand reputation in time and save the "popularity of passers-by".
However, netizens still don't buy it, and once they are substituted, they can't go back.
It's obviously a warm-up for Qixi Festival, why is there only the man who promotes it?
Some netizens picked up that as early as 520 this year, Chow Tai Fook had already shot a double CP poster.
Source: Chow Tai Fook official WeChat
At that time, it didn't cause a splash because everyone's attention was attracted by Shen Mengchen and impressed by his beauty.
Nowadays, Du Haitao's shooting of single posters is full of disobedience with jewelry products, which does not match the tonality of the brand, and the contrast is infinitely magnified.
originally wanted to use the influence of celebrity CP to build momentum, but was ridiculed by the group, and Chow Tai Fook's Qixi marketing was too embarrassing.
2
Why did Chow Tai Fook ask Du Haitao to shoot a poster, which caused such a big reaction?
In the final analysis, it is because the compatibility between the two parties is not high, which deviates from the brand positioning.
Advertising is an art of persuasion. Through emotional persuasion, moral persuasion, and logical persuasion, consumers are persuaded to do, buy, eat, and change their existing needs.
A more intelligent advertisement is to subtly implant positive thoughts and memories to attract you to pay attention to the brand, build brand emotional bonds, and build brand loyalty.
The latter pays more attention to the ability of brand building, and has always maintained the consistency of brand tonality in the precipitation of brand equity over the years.
As the leader of the gold jewellery industry, Chow Tai Fook has always been firmly in the minds of consumers with its high-end grades, rich product line, high-quality materials, exquisite craftsmanship and unique design.
And the ambassador Du Haitao, since his debut, the image of "comedian" has been deeply rooted in the hearts of the people, which does not match the high-end temperament required by luxury jewelry.
Source: Chow Tai Fook official WeChat
Further, consumers buy not only high-end products, but also the spiritual concept and cultural connotation behind the brand.
This publicity and promotion is mainly aimed at the theme of Qixi Festival, which carries the throbbing of two-way running and the most beautiful vision of love for the Chinese people.
The brand carried out Qixi Festival marketing in order to arouse everyone's yearning for sweet love and meet consumers' emotional demands, so as to achieve advertising empathy and promote sales conversion.
However, searching for Du Haitao and Shen Mengchen's cp keywords on social media is always inseparable from negative labels such as "scumbag", "urging marriage", "no sense of boundary" and so on.
has been in love for many years, and Shen Mengchen has frequently publicly "urged marriage" in major variety shows, which once made Du Haitao infamous as an "irresponsible scumbag".
Source: Weibo
Until the marriage certificate was obtained, the dream wedding that Shen Mengchen had been thinking about was still not realized, and in the end he could only regret it.
"As I've gotten older, I've changed now, and I don't need that fairytale world anymore."
Source: Weibo
Recently, Du Haitao showed off to take beautiful photos of Jin Jing, and Shen Mengchen complained aggrievedly that "I have never taken such a good look", this candid video rushed to the hot search and was angrily scolded by netizens, and the "favorite wife personality" is suspected of collapsing.
Source: Douyin
All things considered, what Du Haitao and Shen Mengchen showed on the screen was not the model couple image that everyone yearns for.
This imperfect love story failed to reach the target audience, and not only did the publicity effect not good, but it brought the opposite effect to Chow Tai Fook.
In the Qixi Festival "persuasion" of love, it is not difficult to understand that Chow Tai Fook's advertisement was complained about.
3
Choosing a spokesperson is also a "technical job".
Especially nowadays, in order to expand the circle of young audiences, brands have extended various forms of cooperation such as brand spokespersons, brand ambassadors, and brand xx officials, which has increased the risk of "employment" to a certain extent.
You must know that even if it is just a short generation of celebrities or a one-time promotion, the resulting negative impact on the brand cannot be underestimated and affects the long-term construction of the brand.
A series of factors such as inconsistent tonality, inconsistent temperament, positioning deviation, etc., will lead to brand marketing overturning.
In the area of "improper employment", many brands have paid a heavy price.
For example, the luxury car brand Rolls-Royce previously asked the controversial Internet celebrity couple "Wanwan" and "Lin Han" to cooperate in promotion, which was met with a lot of negative backlash.
Source: Rolls-Royce Motor Cars
Some car owners resisted, believing that the brand grade was lowered. Even Wang Sicong couldn't help but comment, he felt very low, and he wouldn't buy it in the future.
In the end, Rolls-Royce removed the advertising video and ended awkwardly, exposing the shortcomings of Rolls-Royce's preliminary research work.
Heilan House looked for "Brother Dahai" Ji Lingchen to shoot a flat poster, and was questioned by netizens, "Is this trying to turn your own brand into a fool's wardrobe?"
Source: Little Red Book
The Heilan House, which was once transformed by high-quality spokesperson Lin Gengxin, returned to the pre-liberation period overnight.
Ubras cooperated with Li Dan to bring goods, and its copywriting "A piece of equipment that makes it easy for women to lie down and win in the workplace" was accused of disrespecting women, which caused a thousand waves with one stone.
Source: Weibo
The act of finding male stars to promote women's underwear is incredible, coupled with the copywriting full of staring meaning, in the eyes of netizens, Li Dan and Ubras belong to the "same smell" and "black as crows in the world", and they were nailed to the pillar of shame together.
Cha Baidao cooperated with the drag blogger "Hot Boy at the Bottom", and was scolded for being the first in the hot search because of his ugliness.
The point of netizens' complaints seems to focus on the appearance of Internet celebrities, but in fact, it is still that the template-style cross-dressing style is biased towards the beauty category, which does not match the brand tonality of Chabaidao.
Source: Tea Baidao
Samsung cooperated with the "motorcycle goddess" ruffian, and its famous painting style did not match the tonality of the Samsung brand, causing strong resistance from users.
SOURCE: SAMSUNG GALAXY GALAXY
Shiseido's official announcement of Huang Bo as the ambassador of the lady's series products, this actor who is deeply rooted in the hearts of the people with his "down-to-earth" image on the screen, seems to be far from Shiseido's exquisite brand tonality, and also made many netizens say "shocked".
Source: Shiseido
These unbeatable combinations, forcibly establishing image binding, not only can not promote conversion, promote product sales, and even damage the brand image.
For brands, when choosing a spokesperson, it is necessary to take into account the fit between the image of the spokesperson and the brand tonality.
However, if you want to do reverse marketing and complete short-term popularity and topic KPIs, it is also a "shortcut".