Rolls-Royce's "melon", do you eat it or not?
Too cheap? Rolls-Royce endorsement suspected of "rolling over"
For the promotion of the brand, it is understandable for the company to find some stars or Internet celebrities, but a recent Rolls-Royce "endorsement" has been criticized.
So, what's going on?
On the eve of the National Day, Rolls-Royce Motors officially released a video on the domestic social platform, inviting the famous car critic Chen Zhen, as well as the founders of Mumu Art Museum, Lin Han and Lei Wanying (late evening) to help promote it.
As soon as the video was broadcast, the comments in the comment area rose rapidly, but unexpectedly, there was a big difference between the direction of the message and the needs of the brand. And many netizens' comments have pointed directly to Lin Han, the founder of Mumu Art Museum, and the couple of late evening.
"There is a problem with the political stance, the untrustworthy person who betrays people's lives, and your brand dares to please?"
"Spit brand PR can resign, do not do back adjustment?"
"Originally my cousin wanted to buy your family, now it seems to buy Maybach."
Not only that, a suspected Owner of a Rolls-Royce said more bluntly: "What a thing, I am a Rolls-Royce owner, please late, instantly pull down the style of my Cullinan bb version, if you don't believe it, please send me a private message from the official Micro, I will show you my purchase records." ”
In this regard, Lin Han directly intimidated the netizen and said, "People like you who issue car purchase invoices and watches on the car logo may really not understand." ”
Up to now, the number of likes for this video has exceeded 29w, and the number of views has exceeded 230w. At present, Rolls-Royce has not responded to the matter.
High-end brands don't need endorsements? The results can be counterproductive
In the new form, the new keyword of celebrity endorsement is undoubtedly "youthful", Mas Kolopolos said in the "Circle Effect", "In the face of the strong rise of the group, only by understanding the business logic of the main consumer force after 95 and knowing how to please this generation of young people can future business succeed." ”
With the rise of Generation Z, "rejuvenation" has become an important communication point for corporate brand marketing. Therefore, based on the changes in the consumer environment, the brand also changes in line with the changes of consumers, catering to the car needs of this type of user, it is clear that with the help of Internet celebrities and celebrities, it will be the most direct and the fastest way to achieve results.
In terms of choosing a "spokesperson", the brand first considers whether the image positioning of the "spokesperson" is in line with the brand and product tone, whether the "spokesperson" fans intersect with the brand audience, and only by giving full play to the effect of the "spokesperson" can we truly enhance the brand image and increase product sales.
For this wave of Rolls-Royce operations, there are still very different views in the industry. Because in terms of positioning, The tone of Rolls-Royce is originally relatively excellent, and now, choosing a spokesperson for word-of-mouth "overturning" may also play such a communication effect for the Rolls-Royce brand.
After all, in the industry, when it comes to luxury cars, the first thing that comes to mind is Rolls-Royce. It is unreserved to say that Rolls-Royce is completely unnecessary in the matter of choosing a spokesperson.
According to public data, Rolls-Royce's annual sales volume last year was 3576 units, down 26.4% year-on-year. However, in response to the Chinese market, Rolls-Royce's sales reached 1146 units, an increase of 2.6% year-on-year, and the proportion of sales increased to more than 30%. At present, Rolls-Royce's current models on sale include Gusit, Mirage, Cullinan, Phantom and other models.
Master the traffic password and use the strength to play endorsements
In fact, in addition to the rolls-Royce mentioned earlier, there are not many companies in the industry that invite obvious endorsements, in addition to BBA, traditional brands have also ushered in a wave of endorsements.
In the early days, Audi signed Li Yifeng as the ambassador of the new Audi A4L. This is also the first time that Li Yifeng has endorsed automotive products. In November last year, Audi officially announced Wang Yibo as the strong voice ambassador of the Audi Q2L family, which also helped the brand's reputation to be enhanced. As a face value, Li Yifeng's continuous breakthrough fits the design of the new Audi A4L.
In addition, Lexus also ushered in its own new spokesperson - young idol Wang Junkai. At present, Wang Junkai's fans are mainly young people after 95 and 00, and many of them are students or newcomers who have just entered the workplace. Obviously, Lexus hopes to use this endorsement image to bring it closer to young users, so that the sales target can be directed to a younger consumer population, thereby promoting conversion.
Earlier, Wuling also officially announced his spokesperson, Zhou Xun. In fact, this is not accidental, as early as before becoming the global spokesperson of Wuling, Zhou Xun warmed up through a Weibo - "enter the drama with heart, give life to the characters; work seriously, and achieve the people's brand", it is clear that the former sentence should be Zhou Xun's summary of his acting career, and the latter sentence is an affirmation of the Wuling brand.
Wuling as a "people need what, what to produce" national brand, and Zhou Xun's national image has a good fit, at the same time, this national star + domestic products, to some extent, also enhance the voice of both sides, overall, it also achieved 1 + 1>2 effect.
Write the words at the back
Any marketing initiative, content is the basis for attracting and retaining users, and it is also the core competitiveness of brand breakthrough. Based on the endorsement publicity of Rolls-Royce, the spokesperson's "human overturning" will also affect the consumer's final choice to a certain extent. Of course, the practice of being more in line with the brand image can also enhance the reputation of the brand to some extent. Otherwise, the endorsement "overturns", and the last person to be injured is himself.