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「媒介公关」华邑:外媒集团CEO眼中的中国数字营销
2019-06-26 00:00

「媒介公关」华邑:外媒集团CEO眼中的中国数字营销

「媒介公关」CIC公司联合创始人及CEO Sam Flemming最近在美国《广告时代》发布文章,内容关于品牌如何利用中国特色的社交媒体文化,其中以脉动的 "中国脉动队 "传播为例,高度肯定了整个项目所达成的鲜明的数据表现

  CIC公司联合创始人及CEO Sam Flemming最近在美国《广告时代》发布文章,内容关于品牌如何利用中国特色的社交媒体文化,其中以脉动的"中国脉动队"传播为例,高度肯定了整个项目所达成的鲜明的数据表现,为读者提供思考和参考的新思路。这样一个被外媒认可提及的项目,由华邑品牌数字营销(Target-uni Digital Marketing)一手打造。

  先附上《广告时代》原文 一睹为快

  How Brands Can Tap China's Unique Social Media Culture Humor, Emotion and Brand Messaging Take a Pun Past a Simple Joke

  In China, the internet plays a uniquely powerful role in popular culture. Witty content, often involving Chinese-language puns or plays on words on social media, can make a huge impact here.

  That's partly because people in China have a relative dearth of exciting mainstream entertainment choices and trusted information sources, and because the one-child policy has left young people looking for opportunities to socialize.

  So how are foreign brands tapping into China's vibrant internet and social media culture? Take Mizone, a popular drink brand from Danone.

  During the World Cup, Mizone used Weibo, China's Twitter-like platform, to reach football fans with a series of creative comics.

  After England's surprisingly early exit, Mizone created a comic featuring a tearful Queen's Guard that referred to England as the "Three Kitty Cats" instead of the usual nickname "Three Lions." It read: "Don't cry, Three Kitty Cats. At least you were in the tournament. We [China] were just spectators."

  Mizone's Weibo post comforted World Cup-crazy Chinese fans' disappointment in seeing a favorite team bow out of the tournament early, by humorously referencing the failure of China's own football team to even qualify. The brand said its message came from the "Mai Meng" team, a pun that integrated Mizone's Chinese name with a current slang term that is hot online and means "playing cute."

  The Mizone Mai Meng team created similarly mocking Weibo posts for 17 losing teams, each with the hashtag #Don'tCry#, accompanied by cartoons depicting crying icons representative of each country.

  The creative campaign generated massive buzz. Various forms of the #Don'tCry# hashtag were mentioned by netizens 355,000 times, surpassing Nike's World Cup Weibo hashtag #Risk Everything#, which had 93,000 mentions, and Adidas' #All In Or Nothing# which had 113,000 mentions. In terms of reposts, Mizone's hashtag was reposted 143,000 times on Weibo compared to Nike's 61,000 and Adidas' 95,000.

  Mizone's performance in China far exceeded the most famous example of responsive marketing in the West, Oreo's famous 2013 Super Bowl "You can still dunk in the dark" message, retweeted about 16,000 times on Twitter.

  How could Mizone find such great success? If you are not a fluent Chinese speaker familiar with what goes on in Chinese social media, you probably don't get it. And that is exactly the point.

  Nike and Adidas made the most of their massive investments in various World Cup sponsorships online and off, with impressive creative and universal messages. Mizone's relatively lower-spend, social media-focused effort tapped into China's unique cyberculture and was very local.

  Michael Griffiths, global expert in cultural insight and strategy at TNS, says that creating such a "movement" taps into the zeitgeist of Chinese youth, which is all about potential, emergence and actualization, but also connectivity and sociality, so that netizens are part of a movement and identity bigger than themselves. The Mizone campaign was energetic yet entirely unthreatening, friendly, accessible and cute.

  But Mizone is not only being "punny." With its real-time effort to restore the mood of World Cup fans after disappointing losses, it also reinforced its brand message (the drink touts its restorative powers).

  "Don't Cry" has now worked its way into the netizen vernacular as a means to counter disappointment. Writing about exams, one netizen posted: "Don't cry if you fail the National College Entrance Exams. Next year you can apply to technical schools (tears)."

  By providing netizens a platform to articulate emotion, while at the same time offering a sort of condolence, Mizone reinforced its brand positioning in a unique and locally relevant way. While typically it is key opinion leaders, or netizens on creative online communities like Douban, who drive cyberculture products, Mizone's success shows that brands are welcome in the discussion as well.

  In the end, if brands can work with the internet as a cultural force, not just a medium, there is an incredible opportunity for real and deep impact in a uniquely local and relevant way.

  在中国,互联网在大众文化中扮演着特殊的角色,俏皮话、双关语、网络语言、网络游戏,只要运用得当,都会带来巨大的社会反响,在年轻人中间更是如此。

  这或许因为中国年轻人更愿意选择网络媒体而不是传统的主流媒体,抑或越来越小的家庭规模和独生子女政策让年轻人更愿意在网上建立属于自己的社交圈。

  对于国际国品牌本土化的老话题,在加上了新媒体这一元素后又有了创新的表现,如何让国际品牌在中国生气勃勃的网络世界中接地气?达能集团旗下的脉动饮料的表现值得称道。

  在世界杯期间,中国的网民并不能通过Twitter和Facebook等国外社交平台感受到国外品牌,中国队也并不是32支出线的球队之一,但这并不等于中国会缺少新鲜而狂热的品牌体育营销活动。脉动用到了微博,在这款风靡中国的类Twitter平台上,用一系列创造性的喜剧形式来吸引年轻的中国足球迷。比如,在英国队意外提前出局时,脉动塑造了一个流泪的英国皇家卫士的搞笑形象指代英国,而代表英国皇家形象的三只狮子被写成“三喵兵团,文案是:“三喵兵团别哭,你们是永恒不变的陪衬,我们是到此一游的过客。

  在世界杯赛期间,伴随每支球队的出局,脉动的微博都会以幽默的口吻发布中国球迷的失望,脉动公司赞助组建了一支中国自己的草根球队“脉萌队,

  与另一支全部由中国国家队同名的草根球员组成的“冠军队进行较量,当然,这是“卖萌与“脉动的谐音,而“卖萌也是网络流行语。在各大赞助商都在花天价赞助知名球队的时候,脉动另辟蹊径,锁定的是对中国足球又爱又恨的中国球迷。

  脉动整个创造性的活动产生很大反响,在中国的表现大大超过了很多知名国际品牌。脉动在广告文案中创造的“别哭体在网民中被仿,有年轻网民在考试前发安慰帖“汪峰别哭,上不了春晚,至少还能上XXX,“高考落榜别哭,至少明年还可以报考技校。在微博、微信中产生了35万次转发和评论,甚至超过了世界杯期间耐克的微博#奋不顾身,后者的引用次数只有9.3万次,阿迪达斯的#孤注一掷#有11.3万次引用次数。脉动的微博转发达14.3万次,而耐克只有6.1万次,阿迪达斯是9.5万次,微博传播的效果高下立现。即便是与2013年奥利奥饼干在“超级碗杯的著名网络传播活动相比,脉动也不失水准,当时Twitter的“你仍然可以在黑暗中醉倒贴只有1.6万次转发。除了前面提及的英国队外,“别哭系列的17个广告还包括意大利队、哥斯达黎加队、巴西队等,广告海报都用令人捧腹的网络语言和卡通形象表现,迎合年轻人的网络文化。

  在中国传统节日七夕前夕,脉动又上线了一款微信小游戏#回复状态,收获唇爱#,游戏操作很简单,用手机屏幕轻触唇印,就会显示结果:“您与XX明星的嘴唇相似度达到了99%!,同时还有抽奖活动,网友可能获得一款定制版的“唇爱章。

  脉动是如何在中国网络传播中成为“大赢家?本土化的执行显然深得人心,正如市场研究公司TNS的全球文化洞察与策略专家迈克尔?格里菲斯所说,要想创造出这样一个活动,必须了解中国当下年轻人的思潮,他们有潜力,进取并希望实现自我,但同时活动还需要连通社会,让网民参与其中,强调自我认知。因此,脉动的活动才能在保持活力的同时,又会让人觉得无害、友好、亲近而聪明。

  当然,脉动并不只是在玩弄文字技巧,也希望将各种情绪和互动与品牌相关联,建立对这种功能饮料的认知。通过给网民提供一个表达情感的平台,脉动以一种独特和本土化的方式强化其品牌定位。严格意义上讲脉动在其中的角色已经是意见领袖,可以创造特定的网络流行文化,脉动的成功显示,品牌完全可以在这个平台上受到网民欢迎。如果品牌是作为一股文化力量来参与,未来在本土市场的机会将不可限量。

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