Rolls-Royce is far away for most ordinary people like me, and many times only the Rolls-Royce of what industry will be used when describing things as very high-end, but Rolls-Royce, which has been known for its low-key and high-end in recent days, has been on the hot search by asking bad Internet celebrities to endorse them.
The cause of the incident also has to be said from last month, on September 24, Rolls-Royce's official Weibo released a test drive video, and invited the founder of Mumu Art Museum, Lin Han, Lei Wanying (which is known as the late evening) couple to help promote it. As one of the earliest Internet celebrities in China's online industry, the couple's traffic effect was quickly exerted, and the video was not only played more than 2.3 million times in a short period of time, but also nearly 300,000 likes. It can be seen that the cumulative number of views of all the videos before Rolls-Royce official micro is about 4.786 million, and the number of likes is basically only in three digits. The number of views of this video is almost half of the previous one, and the effect of traffic heat is self-evident. Although the heat is high, the comment area presents a large rollover scene, and many of them are spitting endorsement couples. Even Wang Sicong, who has been surfing the Internet for many years, has also rushed to eat melon, and he will not buy it after calling too low.
This incident can be said to be a large rollover event of Rolls-Royce, which originally wanted to increase the heat of Internet celebrity traffic, but did not expect to spray into a sieve. To know that in 2020, Rolls-Royce sold a total of 3576 new cars in the world, and sold 1146 in the Chinese market alone, accounting for more than 30% of its global share, and the importance of the Chinese consumer market to Rolls-Royce can be imagined. There is nothing wrong with brands wanting to market and find heat, but the couple's past can be described as "wonderful". Late evening has been questioned by the little three, as well as the husband and wife duo art museum workers fell to their deaths, and this endorsement overturned as a spokesperson and Rolls-Royce users to hate each other, a series of psychedelic operations. Subsequently, the official also deleted the promotional video and showed an apology statement.
Finding traffic cooperation is indeed an important channel for brands to quickly increase their popularity and open up the market, but this does not mean that brands can put aside the background, controversy and other issues of the other party when choosing partners, Rolls-Royce or long snacks!