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Early July, in the author's WeChat circle of friends, frequent appearances of " neighbor girl " cola bottle "Meng map", these friends are through microblogging, WeChat, everyone and other social platforms and the next person in charge of the girl has very Good contact and exchange. In fact, just saw these photos I did not particularly care about, only after noticing the distinctive, the label of the bottle is actually printed "girl next door", there are some customized version, actually printed with the friend's name.
Cross-border marketing, new attempts
Unlike other brands, the girl next door has more than 700 terminal stores, vertical and flat management mode, so that it firmly grasp the terminal of this important "lifeline", the neighbors girl has always been "steady development, low-key forward "There are few known event in the industry, which is why this cross-border co-operation with Coca-Cola will cause such a huge response in various regional markets.
The creative and inspirational neighbors girls Coke marketing activities come from Coca-Cola's nickname bottle this year. In June, Coca-Cola's nickname bottle set off a "sell Meng" storm across the country and quickly gathered through a combination of social marketing media and online and offline interaction The majority of young people together "sell Meng."
"Neighbor Girl" is not only a complex of the Chinese people's hearts, has long been popular among people, but also one of the most popular words on the Internet today, the next-door girl brand positioning of the customer base to 18-28-year-old young people mainly Groups are just the hottest generation of the moment 85 and 90, they are no longer passive audiences, and once there is a topic that can resonate, they take the initiative to participate in communication activities. So, this group and young consumer Coca-Cola Group is very fit, at the same time, the girl next door advocate "to share the good and touched" and Coca-Cola brand advocated by the "shared idea" coincide, these constitute a good prerequisite for brand cooperation, the two major brands Hit it off, and soon reached a consensus of cooperation, "next door girl" tailored to the Coca-Cola bottle, become the bottle of Coca-Cola all the most dazzling, the most popular one, limited edition "next door girl" Coke launch, all at once Invisible narrowed the emotional distance with the consumer groups.
In an interview with Huang Weidong, vice president of a neighboring girl, Huang Weidong put forward his opinion on the coke marketing campaign. "First, during the era of social media, consumers have changed their position. They are both recipients of information and Second, the brand should be good at listening to the voices of consumers, to communicate with consumers in the language, our cola marketing activities, is to find the fit of the two brands; third, cola marketing, is We have a bold new attempt, in addition to through the terminal store, but also through a wide range of social media promotion, emphasizing interaction and participation, thereby promoting the promotion of brand reputation and sales performance, fit us for the purpose of this event.
Up and down linkage, the overall layout
The activity started before the warm-up, the first wave, beginning in July, all the neighbors girl microblogging, WeChat and other friends in the circle began to ferment, next door girls and Coca-Cola cooperation, pocketed the eye; the second wave , Next door girl WeChat launched Coke Angel series, closely linked to the social hot topic, to all the powder push "Coke Angel" to send Coke event information and interactive, fans start to share to friends circle, continue to expand the marketing of Coke and the precise dissemination of pre-marketing On the 8th of August, the press release entitled "Bonding activities among neighbors girls Coke 100 cities, setting off a new storm in fashion" was issued on the 8th, the official website of the joint official website , Microblogging and other theme of the campaign, quickly attracted hundreds of loyal fans onlookers and blitz, at the same time, has also caused widespread media, industry attention and coverage, the first shot on this.
August 10, the girl next door in the terminal more than 700 stores at the same time launched the "Love Coke, love the girl next door," the theme of marketing activities, store windows, Duitou, posters, banners, shop salesmen customized T shirt, Exudes the "Coke taste" shopping swept WeChat that is limited edition Coke 1 bottles, the full amount can get limited edition T-shirt, directed at the activities of an endless stream of customers, adjacent to the girls quickly gathered in the shopping district strong shops Popularity, many customers will say "next door girls and Coca-Cola cooperation? This bottle is too cool, give me a" ... With the activities carried out, consumer questions and exchanges continue to brew, the attention of neighboring girls also In the online friends, customer groups continue to heat up the interaction.
Soon, Coca-Cola cross-border girl next news, all over the microblogging, everyone, QQ space and other social platforms, followed by Sina, Sohu, Netease, Phoenix, People, Xinhua, Xinmin, China Daily And other major portals as well as mainstream websites of many industries such as Chinese brand clothing network, Chinese fashion brand network, Chinese clothing network and Chinese clothing network all covered this much-anticipated cross-border marketing incident. At the same time, various regional media, Communities also tracked the "ice marketing" of cross-border Coca-Cola next door to girls.
From August 10 to August 25, Cola's marketing activities began to penetrate into various regions of the country. The bottle of Coke, the "neighbor girl" who had been hot at various stores and networks, was popular at the event and even berserk for 1 hour Less than 1000 bottles swept away, linked microblogging, WeChat open forwarding have the opportunity to get a limited edition T-shirt, online have launched: WeChat series of articles, "next door girl Coke Angel", creative comic series "Starling Cola chicken wings" "When girlfriends lost their love" "Mirror", etc., quickly spread in the microblogging Queen, everyone, QQ space, so far, online and offline activities to form a complete closed-loop, the perfect fashion brand with a hot summer's most popular marketing Event "next door girl coke marketing."
Social media marketing, new harvest
Concerned about the adjacent girl coke marketing, in the dissemination and promotion, play a social media platform, according to the characteristics of each platform to develop a different marketing and communication strategy.
During the whole promotion period, the girl next door launched the theme interactive activity of "Love Coke and Love the Neighborly Girl" on Weibo and WeChat. Users simply participate in the official micro-blog and follow the official WeChat to participate in the interactive conversation. During the marketing campaign, a total of millions of people gathered and wechat interactions attracted tens of thousands of fans to join and share together. During the event, WeChat fans increased by nearly 40,000, and more interestingly, created specifically for this marketing campaign Series comics directly cover hundreds of millions of people through social media.
Coca-Cola cross-border joint with neighboring girls, the first time together, the two brands together on the popular network, won the reputation and reap the reputation, of course, next door girl also received comments from industry marketing professionals on marketing activities and comments , No matter what kind of voice, the girl next door to listen carefully, as a good reference for future brand marketing activities, the international brand mature marketing integration.
As a fashion brand with leading brand temperament and demeanor in China, the neighbors girls have been able to maintain their peculiar mature, steady and low-key practices in the rapid development in recent years and serve the public. In the age of social media, "neighbors girls" have long been Popular, popular in every corner of the network, widely popular and loved, perhaps, co-Coca-Cola is just a next-door girls in the social media era, a marketing strategy, we are more looking forward to seeing the next girl in the future Marketing strategy and strategy, to give consumers more joy and surprise!
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