From the car brand Spring Festival marketing, watch WeChat advertising social marketing new play
In recent days, a direct recruitment website and travel brand has once again been moved to the top. One of the direct-hire website ads last year has begun to play in the elevator unlimited loop, the same advertising mode repeated playback although the brand has achieved the effect of being remembered by consumers, but a few minutes of elevator ride experience let consumers become a little painful.
Looking back at the automotive industry there are some similar brand marketing, advertising words to open an infinite cycle mode, greatly reducing the user's good feeling. From the content point of view, the most fundamental is that advertising does not pay attention to the user experience, let sing about friendly interaction with users, which is why users oppose these advertising marketing is one of the important reasons. In this way, the current advertising marketing seems to be as little progress as it was a decade ago. Formally, short video does allow users to digest content for a short time, but the probability of wanting to go to the heart can basically be ignored. In addition, from the point of view of communication, in addition to the public television media so that users are forced to see, other PC side, mobile side, etc. are automatically ignored, not to say will be interested.
Is it not possible to do high-quality advertising, more because too much emphasis on dissemination of effects and data, thus selectively ignoring innovation, aesthetic and user experience. How to make an advertisement that not only satisfies Party A but also meets the needs of users and increases the degree of good feeling?
Combined with the Spring Festival just past, the Spring Festival has become the "high tide" of brand marketing over the years, its cross-industry can cover all walks of life, the length of time and latitude from the eve of the Spring Festival to the end of the Lantern Festival, while the greatest extent to usher in peak traffic hours. How to stand out in the Spring Festival brand marketing, and finally achieve good advertising results. This may be handed over to WeChat advertising to try a new way of social marketing.
▼WeChat advertising 2018 product form optimization
It's different from flip card ads in 2018, full-length card ads, and friend comment interactions. Friends circle advertising product form, WeChat advertising in the 2019 Spring Festival new advertising style added more "existentious feeling.""Stars Send Blessings"And."Video Light Interaction"The two new styles bring a new form of interaction, whether it is brushing the circle of friends "slip" out of the star's blessing, or video advertising "painting" a starting brand eggs, more drama ads to make users more engaged, so that the brand and users closer, so that the interaction of friends circle ads become full of surprises.
Such as WeChat ads launched during the Spring Festival"Stars Send Blessings", the new interactive form of friend circle advertising further extends the creative space of advertising. "Star Sends Blessings" maximizes the star's influence. In addition, "star send blessing" advertising style is to let the star become the main body of brand advertising, like the user's friends around the circle to send New Year's greetings, not only make advertising more native and more natural, but also for the brand and user interaction to provide a more cordial, more social way. The form of the star's own circle of friends can maximize the star's influence, pry the power of fans, effectively enhance the rate of advertising interaction and social communication.
▼"Stars send blessings" advertising style signs
(Swipe left and right to see more)
Wang Jia as a BMW owner appeared in a circle of friends invited you to get on the car to interact with you, instantly aroused the fan's feelings about the brand. Click on the ad directly to the BMW test drive registration page to convert. Bmw's test drive appointment was then successfully returned to the fan user with a star signature or meet-and-see. As a freshman, Wang Jia brings considerable click-through interaction and social communication to the brand, combined with a new form of interaction.
The new style greatly enhances the fan's sense of participation and identity for advertising, from the data performance, the star sends blessing ads total click-through interaction rate average is also a larger increase, the style of advertising avatar and nickname click-through rate of the larger disk average increased 10 times and 6 times, which is enough to witness weChat advertising Spring Festival limited new style "star send blessing" success.
From the point of view of communication mode, the current user personalized function demand is growing, the original single communication content, it is difficult to cover the needs of different audiences, and with the increase of media types, in the current high-density information environment, consumer attention is becoming more and more fragmented, showing a state of shallow taste, especially in reading, interaction, so the traditional marketing model is difficult to get enough consumer attention. But with the rapid rise of new media such as short video and vertical video, the user's attention has picked up, and its advantage is that it is more intuitive, while catering to the user's use of fragmented time distribution habits. Of course, this still needs to rely on a high-quality social platform, WeChat as a full-scene app, it has strong data capabilities and social attributes and high user coverage, so as to better serve the brand, deepen the user's perception and impression of the brand and products.
In addition to social brand marketing can be another high-interactive play.
Common brand advertising, user participation is not high, resulting in always an outsider's state, when video can interact, creative expression and social interaction are even higher, so let users and video interaction become the top priority of brand marketing.
Similarly, another case in WeChat's advertising social marketing gives us the answerMercedes-Benz "Video Light Interaction".
▼Mercedes-Benz "Video Light Interactive" ad style signal
Mercedes-Benz let the user unwrive the suspense, with the finger sliding, the goddess turned around, followed by jumping out of the egg page, the original is Li Na sent out the New Year blessing! Brands are full of praise and good feelings in a discussion full of surprises from users. At this time, user participation becomes part of the brand creativity, "play together" experience brings the brand closer to the user, fun and innovative forms of interaction can also stimulate the user's willingness to comment forwarding social interaction, so that advertising more topical.
Cadillac "Video Light Interactive" case
▼Cadillac "Video Light Interactive" ad style signal
Follow the prompts to draw a picture on the outer video, you can open the brand egg page, simple interaction for advertising added a lot of fun.
▼Cadillac "Video Light Interactive" ad egg page sign
Cadillac appears in the circle of friends, by circled logo to increase interaction and interest with users, and then the page jumps, appearing in the New Year's Bag users can directly receive red envelopes. In addition to the addition of the Spring Festival 6 days is not the same, according to the traditional Spring Festival every day should do, display clearly, so that users of the brand's taste soared.
It is precisely because of the introduction of new forms of video light interaction advertising and content, led to the video click-through rate, like comment rate, the new advertising form of excellent performance also helps advertising information to meet more users, video light interaction of the total interactive click-through rate (including sliding) reached nearly 5 times the average of the large market, the average arrival rate of the total landing page reached 10 times the average of the large market.
Combined with the above content, WeChat advertising launched a new advertising concept of the Spring Festival, the results are very significant. It provides users and brand advertising with interaction, fun, social communication, emotional communication and other capabilities.
The innovative play of "Video Light Interaction" and "Star Sends Blessings" not only enhances the interaction and expressiveness between users and brands, but also enriches the experience and marketing value of advertising.
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