When it comes to the Rolls-Royce brand, everyone thinks of many labels, such as "low-key", "luxurious", "connotation" and so on. Based on its high price, Rolls-Royce has also become a "luxury" that many people can not hope for. As for how luxurious rolls-royces really are, an advertising slogan from Ogilvy, the godfather of advertising, once gave the answer, "The biggest noise of this new Rolls-Royce at a speed of sixty miles per hour comes from the electric clock." "With its luxurious style, Rolls-Royce has basically become the standard model for people on the top.
However, just when everyone thought that Rolls-Royce would continue to stick to its ultimate luxury style, a promotional video about Rolls-Royce made it quickly popular in an embarrassing state. In the video, Rolls-Royce invited chen zhen, a famous car critic, Lin Han, founder of Mumu Art Museum, and Lei Wanying (late evening) to help promote it. After the video was posted, Weibo was viewed more than 2.3 million times and liked more than 300,000 times in a short period of time. Compared with the cumulative 4.786 million views and no more than 3 digits of likes on all rolls-royce videos, this promotional video can be said to have become famous in the first world war, and the number of likes is almost 3,000 times that of daily Weibo.
Rolls-Royce "crown" is off!
As a member of the automotive media industry, Chen Zhen's professional ability is almost universally recognized, so it is reasonable to be one of the brand promoters of Rolls-Royce. However, compared with Chen Zhen, the couple not only did not have any professional ability related to the automotive industry, but also were incompatible with Rolls-Royce's extreme luxury brand image in terms of image.
A closer look at the comments section of the video on Rolls-Royce's official Weibo can be found that most of them are voices of doubt and criticism, and the spearhead of negative comments is pointed at Lin Han, the founder of Mumu Art Museum, and the couple of Late Evening. Many car owners bluntly invite late endorsements, which directly lowers the style of Cullinan Black Badge owners. At the same time, many car owners said that Lin Han and the late couple's endorsements lowered the level of Rolls-Royce and wanted to sell the newly bought Rolls-Royce at home to buy Bentley.
The reason why the Rolls-Royce advertisement will cause the owners to be so angry is mainly because the late couple mentioned above is incompatible with the brand image of Rolls-Royce. As a century-old British brand known for its honor, Rolls-Royce has long become an outstanding representative of top cars, with a global reputation for luxury. The reason why many top rich people choose Rolls-Royce is not because of its expensive price or high-end configuration, and users can directly show their identity and social status to the outside world through Rolls-Royce products, and the sense of superiority that is looked up to and recognized by everyone is spontaneous.
In this context, Rolls-Royce's choice of who shoots the advertisement or endorsement is particularly important, because the image and identity of the spokesperson need to match the nobility engraved in the bones of the brand. If the image of the brand spokesperson is far from the brand, the brand will not only fail to gain the recognition of consumers, but also lead to the overnight destruction of the brand image accumulated for a hundred years. This time, the Rolls-Royce advertisement belongs to the latter.
In the era of the outbreak of the Internet celebrity economy, all kinds of Internet celebrities are emerging in an endless stream. Although thanks to the dividends of the platform and the promotion of the times, the Internet celebrities with top traffic have made a lot of money and even gained a lot of iron fans, but in most people's impressions, these Internet celebrities are still the image of "upstarts", which is very different from the brand image of Rolls-Royce.
Netizens help make up their homework!
In recent years, there have been countless incidents of celebrities and Internet celebrities, from top-notch students to middle-aged uncles to all kinds of pure girls. The collapse of the human design is undoubtedly a reminder to major brands to do a good job of background checks when choosing brand spokespeople. However, Rolls-Royce does not seem to believe in this evil.
In the face of netizens' doubts and bombardment in the evening, Lin Han counterattacked, directly under the official Weibo of Rolls-Royce, he replied to the suspected car owner, and even private messages to some netizens, asking the other party to post a driving license to prove that he did have a Rolls-Royce phantom. At the same time, Lin Han also replied under the comments of the owners of rolls-Royce and Richard Miller watches, mocking the other party for not being the owner. I have to say that the scene of the outbreak of scolding between brand advertising spokespersons and brand users is indeed very rare. Rolls-Royce's official Weibo comment area was like a wet market for a while, and Lin Han had to rely on his own strength to beat down the luxurious image that Rolls-Royce had accumulated for a hundred years.
The practice of Lin Han and the late couple caused dissatisfaction among netizens and car owners, and netizens began to start the "black material" of the couple, such as the Mumu Art Museum ignoring the lives of workers, causing a worker to die due to the safety hazards of the construction site, and the attitude after the accident was vague; according to relevant information, Columbia University studied late at night. However, after being dug up by netizens, it was found that she was not a graduate of the "Columbia" university, but a graduate of the College of Continuing Education affiliated to the university.
In the process of fermentation of this incident, Rolls-Royce did not come forward to respond, but only deleted the comments that Lin Han and netizens tore each other under Weibo. According to the normal situation, in the face of public opinion crisis, a response within 24 hours is the most basic requirement for the brand public relations department. Choosing not to respond or delaying the response is tantamount to allowing the crisis to ferment, which is an inappropriate behavior. Although we are not sure whether Rolls-Royce is using the above-mentioned Internet celebrity couple to play "script killing" to attract traffic, it is certain that rolls-royce today is no longer able to maintain its original "aristocratic" image.
In 2020, Rolls-Royce sold 3576 units worldwide, down 26.4% year-on-year, but the Chinese market sold 1146 units, up 2.6% year-on-year, accounting for more than 30% of its global share. From the current situation, it seems that Rolls-Royce and Internet celebrities have become a complementary state, and Rolls-Royce's noble attributes have given Internet celebrities more influence on creating scripts, and Internet celebrities have also brought more exposure to Rolls-Royce.
summary
Rolls-Royce once advertised itself as having "three consumer groups": the highest-level Silver Spirit series, which is only sold to heads of state, dignitaries and royalty; the second silver feather series, which is only sold to influential enterprises, groups and social celebrities; the third is the ordinary rich people.
Therefore, inviting influencers from Rolls-Royce as spokespersons may also be a different kind of marketing method, which helps to improve their sales performance. Brother Tank does not exclude people such as Internet celebrities, because video content creators have become an important part of the new generation of content communicators. However, the content quality created by content creators of major short video platforms is uneven, which seriously affects the public's perception and directly leads to "net red" becoming a derogatory term. In this regard, Brother Cylinder believes that when major brands choose Internet celebrities as spokespersons, they should pay attention to whether the image of the spokesperson is consistent with their own brands.