Weekly Top Case Selection

From brand cross-border to competing alliances, from UP main marketing to the rise of virtual star IP, advertisers have been pursuing the best ideas in marketing, and their footsteps have never stopped.

McDonald's who started collecting waste products, Wuling who drove the car into the game, abC who made the book speak from the heart ... The appearance of fancy marketing created a series of carnival scenes.

Summary of core concepts:

1. Combine the brand with the young market to create a distinctive brand IP.

2. In the Internet age, speed up the export of new concepts, keep up with the times and seize hot spots.

3. Link the advertising creativity with the brand, affect the user's feelings and promote the sales of the final product.

& gt& gt& gt& gt McDonald's began to collect waste.

Restaurant is the core business of McDonald's. For existing restaurants, McDonald's China has been striving to optimize operational efficiency and promote energy conservation and emission reduction. Recently, McDonald's China announced that it will use the "green growth engine" to focus on green restaurants, green supply chains, green packaging and green recycling, so as to promote the sustained and rapid development of its business.

Under the strategy of "green growth engine", McDonald's 800th LEED certified green restaurant in China and its 4000th restaurant in Chinese mainland also opened in Wenzhou recently, which is the first time to use green innovative applications such as more energy-saving and comfortable lighting system and recyclable furniture.

At the same time, McDonald's China has officially released the "Rebuilding Good Things" plan, which redesigns waste plastic products, gives them a second "life", and shapes them into things that restaurants and consumers need to help realize circular economy. The series of remolded things include "baby chair", "stupid elephant" and "happy flowerpot".

McDonald's China launched the "Reshaping Beautiful Things" campaign this time, adopting the way of conveying childlike innocence, and through the influence of the brand itself, driving the upstream and downstream suppliers to jointly promote energy conservation and emission reduction, so that more consumers can understand and participate in the green action.

& gt& gt& gt& gt Alibaba creates a "canned story"

You were cured. What?

Recently, Mao Nan released a new song, Traveler's Tale, which tells the story of the healing of laughter and tears behind a cat.

It is reported that this song comes from "Canned Story" jointly created by Ali Charity, other funds and amity foundation. You can enter this section by searching for "I want to hear stories" on Taobao, which is a brand-new creative form of Alibaba and many non-profit organizations.

"Canned Story" plans to connect public welfare organizations, celebrities and consumers, invite celebrities such as Michael Chen, Wan Qian and Wang Kai to dub public welfare cartoons, tell a story from time to time, lead to a social problem, and call on consumers to make public welfare donations by purchasing products to help vulnerable groups and endangered species.

This time, the "canned story" activity created by Alibaba connects public welfare organizations, artists and internet consumers, and tells more public welfare stories in the form of "canned", which not only makes public welfare more fiery, but also makes more people actively participate.

& gt& gt& gt& gt Meituan turned into a "little helper for a better life"

The times are constantly iterative, and brand strategy needs to keep pace with the times.

Recently, Meituan released a warm short film to convey the information of brand upgrading: from the selling point of "saving money for everything" to the brand-new positioning of "little helper for a better life", which not only highlights the brand temperature, but also highlights the social value and responsibility of the brand.

In addition, Meituan linked online and offline to simultaneously expand the brand upgrade. Up to now, the number of Weibo topics about # Little Helper for a Better Life has exceeded 65.438+0.24 billion, and the number of discussions has reached 65.438+0.2 million+. It is worth mentioning that in addition to posting warm short films online, Meituan also released a set of brand posters to bind the business with various scenes.

This time, Meituan talked with users from the emotional level through warm short films, which narrowed the distance between everyone and Meituan, touched the public mood and conveyed the new image of the brand.

& gt& gt& gt& gt Little Red Book held an acquaintance festival in the bomb shelter.

Recently, Xiaohongshu held the first offline "Community Acquaintance Festival", which was a real online and offline community linkage. Xiaohongshu conducted a content experiment of 1 100 hours in the underground air raid shelter.

It is reported that the activity includes two parts: limited-time activities and all-day activities, and hundreds of treasure authors were invited to create 33 small creative spaces to share with the audience present. In addition, the creator of Little Red Book will also show how to make summer food, shoot attractive VLOG, have correct fitness methods, and make users familiar with them in the workplace.

It is worth mentioning that the "Community Acquaintances Festival" held by Xiaohongshu "moved" the online community to a real residential community with temperature, which promoted the communication and contact between people and showed the diversity of its own content categories to the outside world.

& gt& gt& gt& gt Wuling drove into the game.

Previously, Wuling Automobile joined hands with Box Horse, a new retail platform, to create the "Snail Powder jiaozi" across the border. Recently, Wuling has been playing cross-border addiction and wants to show its talents in the "e-sports circle".

It is reported that the national mobile game "Ace Racing" jointly produced by Wuling Hong Guang MINIEV and Netease Games will be launched soon. The appearance of Hong Guang Miniev is carefully restored in the game, and players can drive Hong Guang Miniev to drift and enjoy the game. At the same time, the promo also shows the speed and passion of the game in a way of interweaving reality and games, so that consumers can see a different Hong Guang Miniev.

It is worth mentioning that Wuling Hong Guang MINIEV, with its ultra-low price and lovely body, has become a harvester of countless trends "boys and girls", and with a series of subsidies for electric vehicles, it has quickly obtained a large number of market orders.

> > > > > Flying pigs built a sea in the desert.

With the appearance of the phenomenal variety "Summer of the Band", the music festival has become a popular cultural symbol among young people. Recently, Flying Pig announced that it would "build a sea" in Shapotou Desert in Zhongwei, Ningxia, and create a "Great Northwest Wonderful Travel Festival". During the wonderful travel festival, Flying Pig Travel will hold the "Desert Hertz Music Festival" in Shapotou Tourism Scenic Spot in Ningxia Zhongwei, and start the holiday with music.

It is reported that this "Northwest Fantasy Travel Festival" is the first stop of the new brand "Flying Pig Fantasy Travel Festival". Because its style and layout take "sea" as the theme, it is called "desert making sea".

It is worth mentioning that this is the first music wild luxury camp in China, which combines northwest travel with installation art, starry stage, tent food, wild luxury camping and national tide market that young people love. In this activity, Flying Pig not only added new enthusiasm to the digitalization of the cultural tourism industry in Northwest China, but also conveyed a life attitude of "thinking boldly in a strange place, starting boldly and exploring the unknown".

& gt& gt& gt& gtabC Art Book Fair made the book speak its mind.

AbC is an organization and platform dedicated to art publishing, and is committed to promoting books and independent publications of local artists in China. It is held in Beijing and Shanghai every year, and a promotional film will be launched.

This year's abC Art Book Fair is planned with the theme of "Street with the same theme", which shows the diversity of art and design publications with more diverse themes and rich exhibition forms. And launched a brand-new promotional film "Book Warning".

The short film advises you to read more books and buy more books with three wise words: "More and more people suffer from insomnia because fewer and fewer people read books", "I read books in a mess, but it doesn't prevent me from loving messy books" and "I can take books with me when I die, but I can't use my mobile phone". Not only is the style interesting, but it also pokes the "truth" of reading, as if the book tells the truth.

& gt& gt& gt& gt Xixiaocha is cool, and a "single for relieving summer heat" is released.

Speaking of summer, sweet watermelon is indispensable.

Recently, Xixian Tea, a tea brand owned by Xicha, released the brainwashing song Melody, bringing magical animation. Through three small scenes of collecting melons, selling melons and drinking tea, the long summer in the hot summer is gradually brought out.

Through this single, Xixiaocha launched a new cool summer drink "Taoxi Guagua Ball" to create a cool summer atmosphere.

It is worth mentioning that after the magical MV brainwashing screen in Mi Xue Ice City, the tea brand seems to be caught in an "involution", and everyone wants to create the next explosion through video marketing. This time, Xixiaocha realized that many places are welcoming hot weather, and quickly caught consumers with topical content+brainwashed mv, which also deepened fans' understanding of the brand.

King & gt& gt& gt& gt created a goddess for Bai Heliang.

The white crane walks around the beam, leaving a scenic spot, and the stone fish comes out of the water in a good year.

Recently, Da Qiao Baiheliang Goddess, a cross-border culture jointly created by Chongqing China Three Gorges Museum and Chongqing Baiheliang, was officially launched.

The skin depicts the image of a gentle guardian goddess, with black and white calligraphy and stone carving as the main colors, supplemented by the iconic grass green of Baiheliang. As the goddess who records the water level of Pisces in dry season, skin has also applied many designs related to the shape of stone fish, hydrological records and harvest prayers in jewelry details and weapon design.

On the same day, the glory of the king also launched a handmade shop around the skin with the same style, putting the goddess' posture in several urban spaces in Chongqing at night, and doing pre-heating publicity for the subsequent "Da Qiao takes you around Chongqing" cultural tourism season.

Through this cross-border cooperation with Baiheliang Underwater Museum, "the glory of the king" has brought many traditional cultural treasures unknown to the general public into the field of vision of more players, integrated oriental culture into the game, and subtly passed on the core of traditional cultural spirit to players.

& gt& gt& gt& gt cry center let passers-by return to Tee.

Recently, CryingCenter, a national fashion brand, has made great efforts in shadow, enlarged and blurred the back, and finally printed it on short-sleeved Tee, bringing a brand-new "back" series.

It is reported that these figures come from every "encounter" of designer Ali, as well as the different figures she encountered on a road that has passed repeatedly for three years. Sometimes it is a brand-new back, and sometimes it will meet the same back, familiar and unfamiliar. Because of the beauty of random fate, their backs are made into TEE.

Designers hope to put on vests next time, see the owners who carry their backs again, and bring this wonderful random fate to consumers.

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Conclusion:

The case sharing is over here, and the case shared above is just the tip of the iceberg. In the marketing era, whoever can tell a good brand story and do a good job in brand promotion can occupy the focus of users.