From the cooperation between brands and sports stars to the legend of game IP, from the unexpected exposure of CCTV Spring Festival Gala to the hot discussion of movies, every event is the epitome of marketing innovation. This article takes you back to the 10 most influential marketing events of the year, let us feel the power of marketing together.
First, CCTV Spring Festival Gala Wuliangye logo event
Event overview: Liu Qian's small mistake in the CCTV Spring Festival Gala magic show made Wuliangye become a hot topic by accident.
Strategic innovation: Demonstrates the brand's ability to respond to unexpected events and turn mistakes into marketing opportunities. The discussion and screenshots on social media provided Wuliangye with free advertising and greatly increased online exposure.
- Viewership: The average viewership of CCTV Spring Festival Gala in 2024 reached 29%, and the peak viewership was 34.69%.
- Product marketing: As the exclusive interactive partner of the Spring Festival Gala, we sent 100,000 interactive gifts with a total value of about 110 million yuan, covering core products such as the eighth generation Wuliangye.
- Market share and industry position: Consolidated the market share and high-end brand position in the liquor industry through the Spring Festival Gala platform, and kept ahead in the competition.
Public opinion analysis: This incident triggered a wide discussion on the Internet, and the accidental exposure of Wuliangye became a positive brand publicity case. Netizens' discussions and screenshots actually provided Wuliangye with a free social media advertisement.
Second, "Hot and Hot" viewing boom
Event overview: The movie "Hot and hot" by "Jia Ling lost 100 catties" caused hot discussion from all walks of life.
Strategic innovation: Integrate topic marketing and emotional marketing, create a topic with the change of Jia Ling's image, and attract capital's attention and investment in film projects from a female perspective.
Data performance: As of November 27, the box office reached 3.46 billion yuan, ranking the top of the box office in 2024. The total overseas box office is about 9.44 million US dollars (about 70 million yuan), ranking first in the overseas box office of Chinese-language films this year.
Public opinion analysis: The public opinion on social media is mainly positive, and the audience recognizes the theme, performance and emotional expression of the film. The values of "love yourself" and "female independence" conveyed by the film are appealing, which promotes word-of-mouth communication and attracts more potential audiences, forming a virtuous circle.
Third, "Flowers" brand feast reflection
Event overview: As a 2024 film and television hit, the brand marketing of "Flowers" involves 46 brands (with repetition), setting a new benchmark for advertising placement in the series.
- Advertising into the plot: Brand advertising and the plot seamlessly, such as the bubbling feature of Pepsi Cola and the propaganda language that fits the background of The Times, Bright milk through the milk delivery car through the alley, from the retro milk crate to take bottles of milk and other pictures, show the brand history, naturally into the plot.
- Interaction and empathy with the audience: Mengniu Chunzhen set up "fireworks interactive barrage" in important scenes such as the New Year of the characters in the drama, and Meituan's "Flower headlines" advertisement interpreted the high-energy scenes of the characters in the drama to meet users' viewing needs for derivative content.
- High social media popularity: After the launch of Yang8, the viewership broke 2, the number of Weibo topics read more than 10.2 billion, the Douban score rose to 8.5 points for four consecutive times (over 251,000 audience comments), and the hot spot of Douyin topped the list 949 times, refreshing the popularity value record of Douyin series. The topic heat of the little red book exceeded 510 million, the notes exceeded 1.27 million, and the bullet screen interaction exceeded 20 million.
- Brand exposure and transformation effect is good: Mengniu pure Zhen "e-commerce search rate" increased by 74%; The United States invited actors to live broadcast, and the main promotion of food sales rose 200% day on day.
- Industry recognition: Provide an example for the advertising placement of episodes, trigger industry thinking, and make brands realize that quality advertising can win voice and reputation.
- Promoting culture and tourism: The Shanghai elements in the drama drive the cultural tourism craze, the Peace Hotel promotes the joint package, and the citywalk Yellow River Road map spreads to enhance the city's brand image.
Fourth, Millet SU7 new product launch
Event overview: Millet SU7 listed, by preheating activities and Lei Jun personal influence to create a topic.
- Create topics and suspense: pre-listing warm-up, such as the "Lei Jun answer netizens asked" series of videos, five consecutive days released six answers to questions, causing widespread discussion.
- Strengthen the brand and CEO personal IP linkage: Lei Jun explained from the press conference to the first car delivery ceremony of the people's actions to enhance consumers' sense of identity and trust in the brand and model.
- Focus on product story telling: "Millet car designers have words", the CMF design story of the bottom exterior decoration body, deepening consumers' understanding and emotional identification of the product.
Data performance: Set 27 minutes to break through 50,000 units, November delivery exceeded 20,000 and more than 20,000 for two consecutive months, the annual target was raised to 130,000.
Public opinion analysis: The marketing activities have triggered hot discussions on social media. Consumers' trust in the Xiaomi brand and recognition of Lei Jun's personal charm are the keys to success.
Five, Bawang Tea Ji in the Olympic champion Zheng Qinwen
Event summary: Bawang Tea Ji cooperated with Australian Open runner-up Zheng Qinwen to launch advertising during the Olympic Games.
Strategic innovation: lay out cooperation with potential sports stars in advance, associate the brand with the Olympic Games through high-frequency advertising and real-time results during the Olympic Games, deeply bundle the brand with the Olympic Games, integrate the brand image and sportsmanship, and open up new ideas for sports marketing of tea brands.
Data performance: During the Olympic Games, the amount of discussion and reading of related topics on mainstream social media platforms such as Weibo and wechat increased, such as #chageetoghther# and other topics were frequently searched, with a total reading volume of hundreds of millions of times and a considerable number of forwarding and liking, effectively improving the visibility of the whole network. During the activity, the sales of low-burden small green cups and other products increased significantly, and the sales of some stores increased by 30% to 50% year-on-year.
Public opinion analysis: Marketing activities during the Olympic Games are closely linked to the performance of brand ambassadors, effectively enhancing brand awareness and consumer goodwill.
Six, B station "The Great Magician" thought enlightenment
In the context of the relevant special actions of the Central Cyberspace Administration, B Station launched the satirical comedy public service film "The Great Magician"; on the eve of the Youth Day in 2024, revealing the phenomenon of false network routines and bad public opinion, and calling on young people to maintain rational thinking.
Content outline and theme presentation: Through exaggerated performances and plot Settings, fake online routines such as clickbait and regional and gender antagonism caused by false stories are displayed, revealing the nature of unsound marketing manipulation.
- Hot spots and reality: Connecting false information such as "all food can cause cancer", "chicken can grow four wings", and controversial topics such as "thurman cat cup" incident, resonated with the audience, highlighting the universality and seriousness of false information on the Internet.
- Emotional expression is restrained and empathic: from preaching to restraint, from observing to empathizing, avoiding excessive emotion and ingratiating, and finding a new emotional breakthrough point. The expression in the form of ironic comedy with spicy and black humor can find new emotional breakthrough points in restraint, and it is easier to impress the Z generation who pursue respect and self-realization needs.
- With the help of authoritative media cooperation: Jointly published by China News Service, Procuratorial Daily Justice Network, Global Times, Beijing News, The Paper, Southern Metropolis Daily and other authoritative media, with the help of their influence and credibility, expanded the scope of dissemination and enhanced the credibility and authority of the event.
Data performance: Two days on the line, the number of plays on B station reached 1.23 million, and the number of video interactions exceeded 100,000 +. It has been played more than 90 million times on the entire Internet, and has attracted more than 100 million discussions on Weibo alone.
- Positive comments from the audience: most of the audience affirmed that the short film used humor and irony to reveal the practical significance of false routines on the Internet, and appreciated the social responsibility of Station B.
- Industry recognition: It provides new ideas and examples for online public welfare publicity and brand culture construction, and provides references for other platforms and brands in online rumor governance and youth ideological guidance.
Seven, "Black Myth · Wukong" IP legend
Event overview: The domestic game "Black Myth: Wukong" online, set off the enthusiasm of players, the achievement of phenomenon level game IP.
Strategic innovation: Explore the elements of traditional Chinese culture, integrate Journey to the West with modern game design concepts, and create a game world full of Chinese charm. Through social media promotion, cross-border cooperation and other aspects of marketing, such as with Jingdong, Luckin and other brands to jointly create synergies, with the natural spread of the player community to form word-of-mouth effect, enhance the popularity of the game.
Data performance: The number of interactions in the whole network exceeded 180 million, and the peak online game was 2.23 million, surpassing the online peak of "Magic Beast Palu" and second only to "PUBG". Three days of pre-sale sales exceeded 100 million, sales of 1.2 million copies, sales of about 390 million yuan. On the first day of sale, the total sales volume of the whole platform exceeded 4.5 million copies, and the sales volume reached 1.5 billion yuan. Sales on Steam rose to 22.5 million copies, with total revenue exceeding $1.1 billion (7.96 billion yuan).
- Players highly praise: players and public opinion praised the game in the picture, gameplay, cultural connotation and other aspects of the international first-class level, is a major breakthrough in the Chinese game industry, such as "finally there is a game that can truly show the charm of Chinese mythology" and other comments are frequent.
- Recognition of cultural value: Players and cultural scholars recognize the cultural value carried by games, become a new carrier of traditional Chinese culture, and gain the attention of schools and educational institutions to enhance cultural influence and social value.
- International influence enhancement: It is widely concerned and praised internationally, attracts foreign players to experience, foreign game media reports and evaluations, helps enhance the international visibility and influence of China's game industry, and promotes the spread of Chinese culture to the outside world.
Eight, Tianshui malatang out of the circle
Event overview: Following the "Zibo barbecue" and "Erbin" frozen pears, Gansu Tianshui Malatang became popular in 2024 through a short video platform. Its unique taste, ingredients and production methods have attracted attention through the Internet, and tourists from all over the world have come to Tianshui to taste, and Tianshui has become a popular tourist destination.
- Active actions of the government: Tianshui Municipal government seized the opportunity to open the "malatang special line", organize the public fleet to pick up tourists, build the canopy corridor, extend the opening hours of the scenic area, improve the appearance of the city, provide convenience and good experience, and enhance the image of the city.
- Social media marketing: Related topics are constantly searched on Weibo, Tiktok and other platforms, such as "# Gansu Tianshui fires the first shot of 2024 tourism", etc., expanding the influence and spread of the event.
- Cultural and tourism integration and promotion: Combining food with local history, culture and tourism resources, promoting ";five cultures" such as Fuxi culture and natural and cultural landscape, and realizing mutual promotion of food and cultural and tourism.
- Short video playback: Related short videos were played 10.13 billion times, liked 960 million times, and interactive comments 670 million times.
- Tourism order growth: Tianshui's overall tourism orders increased by 40% year-on-year, hotel orders increased by more than 60% year-on-year, and tourists from other provinces accounted for 49%.
- Financial market: Lanzhou Bank Tianshui Branch since March added more than 40 malatang-related industry credit, the amount of more than 12 million yuan.
- New malatang stores: More than 150 new "Gansu Malatang" stores have been opened nationwide.
- Tourism revenue: more than 2.76 million tourists, comprehensive tourism revenue of 1.6 billion yuan.
- Social traffic effect: The popularity of Tianshui Malatang on the short video platform has attracted the attention of many food experts, and the legendary Bo Zai, three SAN, Lu Ran and other Internet celebrities have also come to Tianshui to punch a card and explore the shop, helping Tianshui Malatang to be known by more people.
- City image enhancement: Become a symbol of urban culture, let more people understand and fall in love with Tianshui.
- Traffic effect: online and offline, online and offline hot circle, network power makes it the focus, traffic increases sharply.
Nine, micro short play marketing potential is infinite
Event summary: In 2024, micro-short plays develop rapidly, and the market size is expected to exceed the mainland film box office, reaching 50.44 billion yuan, an increase of 34.90%. It is short, concise and easy to spread, attracting a large number of young audiences and becoming a new position for brand marketing.
- Deep integration of content and marketing: Deep cooperation with brands to achieve the integration of content marketing, brand long-term layout, mass customization of micro short plays, has become a key link in daily marketing.
- Theaterization and refinement: Hunan TV created the first prime-time micro short drama theater, and Dragon TV launched the "Quality Oriental · Micro Theater" to promote the development of micro short drama excellence.
- Micro drama + new technology: Integration with new technologies such as AI to expand market prospects, and technology empowerment to improve industry efficiency.
- The overseas market showed a blowout growth, downloads and user scale significantly increased, the future overseas users or 200 million to 300 million people.
- Market size and user size: In 2024, the market size will reach 50.44 billion yuan, with 576 million users, accounting for 52.4% of the total Internet users.
- Investment flow scale: From January to June 2024, the investment flow scale exceeded 11.6 billion yuan, and the average monthly heat value was 2.15 billion yuan.
- Growth in the number of commercial microskits: In the first half of 2024, the number of brand cooperative commercial microskits increased by 68% year-on-year.
- Frequent content violations: paid chaos and content violations have become hot spots, and the industry needs to strengthen content guidance and exposure transformation.
- Diversified development of micro short plays: content and marketing show new characteristics and trends, the industry development trend is good, and brand investment continues to increase.
- Micro skits aging trend: 40-59 years old users accounted for 37.3%, over 60 years old users accounted for 12.1%, middle-aged and elderly people addicted to skits.
Ten, "My Altay" cultural travel integration
Summary of events: IQiyi self-made miniseries "My Altay" shot in 2023, May 7, 2024 on the CCTV integrated channel premiere. Adapted from the prose collection of the same name, it shows the local customs and warm stories of Altay from the perspective of three generations of women, which is loved by the audience.
- "Literature + film + cultural tourism" integration strategy: iQiyi jointly launched a new ecology of cultural tourism cooperation, focusing on five dimensions of in-depth cooperation, such as creating cultural symbols, jointly raising ecological funds, jointly setting up tourism special lines, jointly organizing offline activities, and jointly building member mechanisms.
- IP long-tail value continued release: Cooperated with China Southern Airlines to set up themed direct flights, held wilderness concerts and other activities in the shooting location, and led local cultural Tours.
- Communication power: Received 400 + media reports, the whole web page views of 320,005.17 million times, Douban scored 8.9 points, refreshing the highest score of domestic drama in 2024, entered the 7th Cannes TV Drama Festival best long series competition unit, the first Chinese drama shortlisted.
- Cultural tourism consumption: On the 20th of the broadcast, tourists exceeded 2.86 million, an increase of 42.05%; Tourism income of 2.045 billion yuan, an increase of 77.98%, driving Altai sound volume reached a historical peak.
- User emotion: Create the label of "Cyber oxygen drama" and "Altai to class flavor", and the nomadic lifestyle is deeply rooted in people's hearts.
- Spillover effect: The Internet popularity of Altai tourism topics has increased, highlighting the attraction and influence of tourism, and injecting impetus into sustainable development.
- Positive response: Enhance the popularity of Altai's tourism, drive the development of Xinjiang's tourism industry, and play a demonstration role in the integration of Xinjiang's cultural industry and cultural tourism.
- IP influence: The monthly sales of essays exceeded 600,000 copies, and Dangdang ranked first in the best-selling list in the past 30 days, and Douban scored 8.9.
Sum up
The core of the top 10 marketing events focuses on the new paradigm of "content planting grass";.
Behind this test is the ability of enterprises to capture, understand, amplify and stimulate the value trend signal.
Marketing is no longer just to lay down the price, but to sincerely help others to find solutions for the life they yearn for.
Yaduo has become the mental occurer of the "deep sleep" market, and in just 3 years, it has achieved the sales of more than 100 million of the single products such as deep sleep pillow PRO and Summer cool quilt, and has become the first single product in the corresponding categories of Tmall, Jingdong, Douyin and other channels.
The short-term cost-effective business that once relied on preferential subsidies has gradually declined, and the underlying driving logic of marketing has rapidly changed from "floor price" to "ceiling level trust", and its essence has for the first time fully switched from the corporate perspective to the people-oriented user perspective.
Only by focusing on the problems that users want to solve, what kind of life they live, and reshaping all aspects of business operations such as products, marketing, services and strategy formulation, can enterprises truly shape new influence and marketing power, stand out in the fierce market competition and achieve sustainable development.
This article was posted by @Raise in this original post on Everyone is a Product Manager. Reproduction is prohibited without permission
The image is from Unsplash and is based on the CC0 protocol
