Durex s marketing is doing so well, what s the trick?

In the world of copywriting, Durex has always been a hot topic company because its appearance rate is so high. It feels like every day it's a social concern, it's being watched. It has produced a lot of high-quality copywriting, for example, when Fan Bingbing and Li Chen confirmed their relationship, I admired its "Ice in the Morning".

So, why Durreby is able to do so well, I think there are a couple of key factors: <>

Stay on top of hot topics

The planner of Durex said that they have someone to pay attention to all the hot spots on the Internet at any time, no matter what the hot spots are, as long as they are hot spots, there is only a little chance that Durex can use them, and they will use them. They have special personnel to stare at various lists, Weibo hot searches and other lists, take the initiative to find suitable topics from above, and then make corresponding copywriting with the topics. <>

Form a systematic case

Durex has an advertising system that puts all the excellent content it can collect into a database for everyone to learn. I feel that Durex is the company that knows the most about knowledge management, and it is very effective to put things that have worked well in history into the enterprise library, so as to train new people and let the elderly find inspiration. Unlike some other companies, there is no systematic and routine database and case database, and the growth of employees is relatively slow.

Brainstorming

Durex has a brainstorming process for topic selection, that is, when an issue comes out, it will be divided into several groups, everyone will discuss the plan in the group first, and then several groups will PK each other, and which group's plan will be more impressive. Like this kind of brainstorming and unifying approach, I think it can perfectly mobilize the enthusiasm of employees, can make employees brainstorming, and the efficiency is also extremely high.

Of course, the excellence of an enterprise does not only depend on these three aspects, there are many, many things that I don't understand.

The success of Durex marketing is not accidental, Durex has a world-class marketing team, most of whom come from the marketing departments of major business schools. Durex attaches great importance to brand building, which is beyond the reach of many domestic enterprises. When a brand leaves a safe and reliable image in the minds of consumers, how can brand sales not increase?

Because of this, Durex's marketing team worked around the clock to brainstorm and maintain and repromote the brand image.

One of the major characteristics of Durex's marketing model is that it is very time-sensitive. The Durex marketing team is always able to seize the opportunity to carry out in-depth brand packaging on the issue as soon as it arises, and show Durex's attention to the issue. <>

In this way, it can not only catch everyone's attention, but also reflect the purpose of the enterprise to care about the society and serve the society, which is really the embodiment of the ultimate use of marketing methods. Durex seized the opportunity and had a talented group of talented people to advise on the company's product packaging and brand promotion, so he was able to successfully open up the world market and promote his products according to the preferences of different consumers in different parts of the world.

One of the central points of marketing is to do what it likes, and Durex is able to grasp this and make it to the extreme, so he can achieve such a successful marketing effect, promote the brand around the world, and let the world know that Durex is a symbol of safety, reliability and enjoyment. Product marketing has always been a hot spot of a company, the quality of product marketing directly determines the amount of sales, and all marketing is for the sales service.

Not from a professional point of view, just as a melon eater. I think there are a few tips. The first is to do marketing platform mainly in Weibo, now the largest number of users on the Internet interaction of the new platform is WeChat and Weibo, in which Weibo and the user's stickiness is relatively small, belongs to a weak relationship, but because of its more exquisite content and has gained a large number of fan market.

So choosing this platform as the main marketing venue is very suitable for Durex's product positioning.

The second is a professional team that responds quickly to hot spots. Take Li Chen and Fan Bingbing's ** relationship on May 29 as an example. Durex reacted immediately, and 9 minutes later, Weibo sent out a ** message that Bingbing Youli had a li, and after seizing the opportunity, other ** platforms gradually began to report these things, completely slowing them down.

Third, there is style and not obscenity. The Uniqlo incident was a smash hit that year, and many ** took advantage of the situation to attract attention, but Durex never mentioned the corresponding report, establishing their own style. The product is interesting, but it must not be obscene, and I don't care about using the next news to increase attention, which has improved the style of my product to a level.

In fact, Durex was originally the leader in the industry and had a considerable number of fans, so it makes sense to do marketing in this situation. And this product has its particularity, which is in line with the things that young people like to "dirty" nowadays.

Copywriting with a few puns is always a blessing to the soul, and even single dogs who don't use this product can't help but smile knowingly, so their marketing is relatively easy to some extent. In general, it is a word: creative and timely enough.

The brand arbitrage stream is amazingly high, and when there is money, there will be more investment, and sales will naturally be good.

I think it can be analyzed from Durex's content operation and event operation.

Content operation: There is "fun" in the core of the brand banquet, but there is absolutely no "obscenity".

It always has a keen grasp of hot information, and wittily launches original Weibo that is very consistent with the brand positioning, humorous and interesting to attract fans to participate and interact. Copywriting is roughly divided into four directions: festivals and solar terms, industry hotspots, popular science knowledge, adaptation of classic works, etc.

Publication cycle: more than 5 more than a day, and the content output is continuous and stable.

Different from the fragmentation of Weibo, the expression of *** is more complete, and Durex itself is positioned as a dissemination of knowledge, introduction of products, and holding activities. The menu bar is divided into the Dudu family (Durex products), the latest activities (radio, games, **), and love (Q&A, popular science, etc.). Periodicity:

Basically, there is one or several updates a day, and the content output is continuous and stable.

Summary of Gao Quiet: 1Homeopathic and timely: cleverly borrowing and creating topics.

2.Obscure and creative: see the copywriting and picture chain for details.

3.Stick to the bottom line: don't follow the trend of vulgarity.

Activity operation: online is mainly ** and interaction, offline is mainly brand alliance activities, and live broadcast.

Summary: In the early stage, the brand operation positioning was not distinct, and then the positioning was changed to a gentleman image of a bit bad, a joke master who understands life and has fun, and disseminated popular knowledge in a relaxed and witty way, combined with hot spots for association, and transformed into his own content. Because the content is obscure and creative, it has gradually attracted the attention and recognition of users.

The Durex team is of course the little prince of marketing, but it has a limited impact on condom sales.

I would like to take this question to introduce to you the serious difference between brand advertising and performance advertising, which can basically be said to be the North and South pole of the advertising world.

The others are all to list the marketing cases of Durex, but in fact, at best, they are lively, really pay attention to marketing, and we pay more attention to the effect.

Brand advertising. The advertising copy of the Durex team is good, but in fact, it has a very limited effect on sales promotion, and its main role is to ensure the quality of Durex and maintain the brand.

And the reason for this is that condoms are not allowed to advertise, and there is no way to do it Zhaochang Mo Durex can only make some influence and make some noise through social marketing such as Weibo. Let consumers know that there is such a choice.

This is the choice of brand advertising, just like Nike's logo advertisement, any product may as well, it is a large piece + logo, copywriting + logo.

There is no impact on the final sale of the product, and there is no promotion.

And most of Durex's copywriting ads fall into this section. It's not about buying any product, it's just a familiar face.

What's more, Durex's products are far from Okamoto's.

Performance advertising. Why does Wang Laoji keep advertising slogans unchanged for thousands of years, and why doesn't Brain Platinum engage in any Xunhong moths?

Because their advertising is to increase sales, Wang Laoji's communication is to exchange money for efficiency, every billboard, every TVC, every focus screen, is repeating a message: afraid of fire, drink Wang Laoji.

If you don't boost sales, the money is wasted.

Therefore, Wang Laoji does not need to do things like Durex, nor does he need to put any brand advertising on a large scale.

Durex's success is because of talent, but advertising requires more efficiency, and if you can solve problems with money, don't think about using talent to solve them.

We can say that Durex is the little prince of marketing, but the emperor of marketing will always be the type of performance advertising like Brain Platinum.

This is not very clear, like this product spray is the best for yourself, but remind you that the spray is best to choose Chinese, Western-style spray chemical composition, harmful to the human body. The Chinese style is different, the ingredients are traditional Chinese medicine ingredients, which are harmless to people, no *** and will not produce dependence.