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2021Q1 Social Marketing Case Study - Crossover Marketing

群邑智库 · 公众号 · · 2021-05-26 18:00

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Entering 2021, as major breakthroughs have been made in the fight against the COVID-19, the impact of the COVID-19 has gradually dissipated，and competition brought by the accelerated recovery of the market has become increasingly intensified. In the original market where increments are difficult to find, seeking cross-industry partners, exerting synergy effects and expanding the audience circle is an effective way to gain growth. Cross-industry cooperation allows unrelated brands to merge and penetrate each other, not only to achieve complementary products and experiences, but also to get rid of a single image of the brand and establish a sense of brand depth and width. So how do brands crossover to catch consumers? In this week , GroupM Knowledge will provide some crossover marketing cases in the first quarter of 2021 for your reference.

Key takeaways are as below：

Superimposed brand effect to empower the brand

Cooperate with well-known camera brands to improve product quality and achieve brand upgrades: In response to consumers' increasing concerns about mobile phone shooting, OnePlus and Hasselblad jointly created the OnePlus 9 series of mobile phones, focusing on the shooting performance of mobile phones. The online sales on the first sales day increased by 400% compared to the OnePlus 8 series and offline sales were 270% of the OnePlus 8T, which shows that consumers have recognized the OnePlus 9 series.

Different channel brands cooperate for cross-channel communication, sharing resources to expand influence and broaden application scenarios: The cooperation between CCTV Spring Festival Gala and Douyin represents the integration of traditional media and new media channels, mutually relying on each other‘s channel resources to achieve a win-win situation. Douyin gained new users, increased user stickiness and developed social and payment. CCTV Spring Festival Gala continued to expand omnimedia integration and more gameplay.

Cater to consumer preferences and psychology

Connecting virtual and reality, expanding the audience circle, game and brands are main drivers for each other to go out of the circle: "Game for peace" cooperated with the popular girl group BonBon Girls 303, British super-luxury sports car Aston Martin and the global aviation leader Airbus Helicopter to create a super-A brand linkage project. Through a diversified linkage model, game and brands can reach more circle audiences to go out of the circle.

Insight into the consumer preferences of young people, luxury brands cooperate with animation to catch young consumers: Young people aged 15-24 are becoming the newly emerging consumer groups of luxury goods and they are more likely to know about a brand, product or have interest in it through co-branding/ cross-industry cooperation. Gucci and Doraemon's co-branded products set off a wave of craze, once reached No.1 on the Weibo Trends List.

From the perspective of consumers, grasp consumer psychology, combine with brand propositions and resonate with consumers through positive value expressions: Now that the pace of life is accelerating, Mengniu and Austrian Red Bull have insights into consumers’ inner thoughts and through the battle of Niu Mengmeng and Black bull to elicit positive views and resonate with consumers. As well as，it also echoes the brand propositions of Mengniu “Born to be strong” and Austrian Red Bull “Challenge to the limit”, so as to strengthen their brand image in the year of the Ox.

Cooperate with well-known camera brands to improve product quality and achieve brand upgrades

OnePlus & Hasselblad jointly create OnePlus 9 series mobile phones

On March 24, OnePlus officially released its new flagship phones OnePlus 9 and OnePlus 9Pro. The OnePlus | Hasselblad mobile phone imaging system equipped with OnePlus 9 series mobile phones has added Hasselblad's natural color style and Hasselblad photography experience to fully impact high-end images. The sales of OnePlus 9 series mobile phones exceeded 300 million yuan in just 10 seconds for the first sale and broke the 500 million yuan sales mark in 5 minutes .The online sales on the first sales day increased by 400% compared to OnePlus 8 series and the offline sales were 270% of OnePlus 8T.

Compared with the co-branded mobile phone that only changes its appearance and packaging, the cooperation with Hasselblad can really improve the shooting performance of the mobile phone. On the other hand, it can improve the quality of the mobile phone itself and the value of the brand itself which can help to product marketing. Due to its excellent product and the good price, OnePlus 9 series was very popular as soon as it was released which shows that consumers have recognized its products.

Different channel brands cooperate for cross-channel communication, share resources to expand influence and broaden application scenarios

2021 CCTV Spring Festival Gala cooperate with Douyin, 1.2 billion yuan in red envelopes on New Year's Eve

On January 26, CCTV Spring Festival Gala and Douyin jointly announced that Douyin will become the exclusive red envelope interactive partner of the 2021 Spring Festival Gala. On New Year's Eve, Douyin send out 1.2 billion yuan during the live broadcast of the Spring Festival Gala. When watching CCTV Spring Festival Gala, users can open Douyin according to the host's password and operate to get the red envelope.

CCTV Spring Festival Gala is a regular program for many families on New Year's Eve every year, while Douyin is one of the leading media in the field of short video. CCTV Spring Festival Gala and Douyin represent two channels of traditional media and new media respectively. Both parties rely on each other's channel resources and share resources for cross-channel communication and expand their influence. In addition, in September 2020, the General Office of the Central Committee of the Communist Party of China and the General Office of the State Council issued the "Opinions on accelerating the development of in-depth integration of media“ which further promoted the process of media integration. Due to the dual factors of business and policy, the combination of CCTV Spring Festival Gala and Douyin is a win-win cooperation.

By sponsoring CCTV Spring Festival Gala to send out 1.2 billion yuan in red envelopes and a series of other operations, Douyin gained new users and increased user stickiness. The average number of devices per week increased by 15% MOM, the traffic increased by 36% MOM and average daily usage time increased by 38% MOM. In addition to red envelope grabbing activities, Douyin launched more than 50 special effects and mini-games for Spring Festival. With the help of the Spring Festival Gala to send New Year greetings and blessings by short video, so as to develop social and payment.

For CCTV Spring Festival Gala, with the help of Douyin to continue to expand omnimedia integration, the total cross-media audience of this year's CCTV Spring Festival Gala reached 1.272 billion, the cumulative number of audience of Spring Festival Gala in Douyin live broadcast reached 1.221 billion. During the Spring Festival Gala live broadcast, the number of interactions reached 70.3 billion which increased by 10% compared to last year.

Connecting virtual and reality, expanding the audience circle, game and brands are main drivers for each other to go out of the circle

Game for peace × Aston Martin × Airbus × BonBon Girls 303

On the occasion of the New Year, “Game for peace ” cooperated with the popular girl group BonBon Girls 303, British super-luxury sports car Aston Martin and the global aviation leader Airbus Helicopter to create a super-A brand linkage project of #够无畏 A出位#. Both inside and outside the game jointly launched brand linkage content and limited activities, including the New Year “Auspicious” promotion song “Gathering time” and the dream linkage blockbuster “Super A gather” jointly launched by Game for peace , BonBon Girls 303, Aston Martin and Airbus.

Game linkage has become the norm. The most common way in early years is the linkage between games. The popularity of one game drives another game, allowing a game to gather a lot of popularity and traffic in a short period of time. In recent years, game manufacturers have become more enthusiastic about cross-industry cooperation which can increase the popularity of games while also entering different fields, expanding the audience circle, opening up a larger market and seeking more possibilities.

Compared with other games, Game for peace has higher openness and higher degree of freedom attributes which determines that it has very high plasticity and diversity at the IP level. Breaking the dimensional wall and connecting the game with reality is a major feature of Game for peace. Compared with the common 1+1 cross-industry cooperation, this time combined with Aston Martin, Airbus, and BonBon Girls 303 to build a diversified linkage mode that can provide a higher quality immersive gaming experience for players. As well as, it can enhance the IP value of Game for peace.

Outside of the game, Game for peace and BonBon Girls 303 jointly launched the new year "Auspicious" promotion song "Gathering time" which aroused strong attention from the fan circle. The amount of reading and discussion of related topics on Weibo exceeded 100 million and 40 thousand, the popularity of the song and MV on QQ Music remained high and the appearance of Aston Martin and Airbus gave the MV a sense of blockbusters. With the help of the wonderful performance of the girl group, the fan circle can drive traffic for the game and expand influence of the game while realizing the cross-industry of the game and the entertainment.

In Chinese mobile game market, according to Shan Haijin's survey data, young people aged 15-24 are the majority of mobile game players. One third of them have the habit of playing mobile games every day and they are more likely to know about a brand or product through content implantation/sponsorship (e.g., TV series/variety shows/events/game item skins, etc.). In the context of brand rejuvenation, for Aston Martin and Airbus, integrating into the game in the form of vehicle skin not only meet the needs of young people for social display, but also find a way to talk to young people, so that can make young people deepen the brand impression and strengthen the brand awareness in the game. Therefore, if brands want to reach a wider circle, they must first integrate into the circle culture and communicate with them in the way they like.

Insight into the consumer preference of young people, luxury brands cooperate with animation to catch young consumers

Gucci × Doraemon

At the 50th anniversary of Doraemon, Gucci and Doraemon launched a series of co-branded products and shot Chinese New Year blockbusters. Doraemon not only shows up in its classic blue robot cat image, but also playfully disguises itself as a bull, wearing a golden bull cross dressing suit and a golden bull horn. It turns into a fun image specially created for the year of the ox, and starts the new year with gold.

With the consumption upgrading and the attention to the quality of life, more and more people choose to buy luxury goods. The young people aged 15-24 are becoming the newly emerging consumer groups of luxury goods and the proportion of owning luxury goods shows an overall rising trend. Compared with other age groups, they are more likely to know about a brand/product or have interest in it through co-branding/cross-industry cooperation. Therefore, in the past two years, luxury brands have adopted co-branding to catch young consumers. Gucci and Doraemon's co-branded products set off a wave of craze, once reached No.1 on the Weibo Trends List. Related topics on Weibo have been read 560 million times, discussed 2.667 million times and related videos on Douyin have been played 84.769 million times.

Grasp consumer psychology combined with brand propositions and resonate with consumers through positive value expressions

Mengniu x RedBull

On the occasion of the New Year, Mengniu‘s IP Niu Mengmeng and Austrian Red Bull jointly launched a customized gift box “Niu plus Niu”, referred to as NIUPLUS, the full name is “Niu Mengmeng Mengniu Niu plus Niu milk gift box”. To promote this gift box, they took an interesting advertising“Make friends with difficulties” which personified the difficultie and had a battle with Niu Mengmeng, thus leading to the positive view of the brand: “no more difficulties, no more better.“ Mengniu appealed everyone to make friends with difficulties, truly understand the world and reconcile with themselves. In this year’s “Kantar China First Creativity Award”, Mengniu x Austria Red Bull‘s advertisement scores second only to the “Honor of Kings” New Year's film in terms of communication explosive power.

With the rapid development of economy, the pace of life is accelerating， and consumers are becoming more and more busy, the difficulties and pressures are also rising. After the COVID-19 outbreak, in order to cope with the fierce competition environment and the uncertainty of the future, according to Shan Haijin’s survey data，72.4% of people think that they should pay more attention to improving their professional ability and their job competitiveness. If brands want to move consumers and form communication power, they should start from the perspective of consumers, fit in with their actual lives and resonate with consumers.

2021Q1 Social Marketing Case Study - Crossover Marketing

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