Selected Global Marketing Cases: Delivering Brand Ideas with 'People'
With the opening of the second half of 2022, various brands competed actively to carry out marketing activities on social media platforms in July. Today, we have collected three marketing campaigns that express brand values and concepts with influences such as celebrities and IPs, to help you better understand the current trends in overseas social media publicity.
1. Hilton Hotel: Use the voice of celebrities to educate consumers and use social media to gain popularity
With the rise of third-party accommodation and travel platform providers such as Airbnb and Vrbo, and their use of overseas social media platforms to build momentum, hotel giants are under pressure due to their backwardness in cost-effectiveness and trends. Recently, Hilton Hotels delivered its brand-upgrading values to consumers through a set of apt advertisements.
In this marketing campaign, Hilton Hotel invited Paris Hilton (heir of Hilton Hotel Group) to shoot a number of advertisements to show consumers the advantages and characteristics of high-end hotels around the theme of "For The Stay". In addition to holding the title of hotel heir, Paris Hilton is also a "head net red", active as a model and an actor, and has nearly 20 million Instagram followers. This is her first time appearing in an advertisement of Hilton Hotel, and she has become the exclusive IP and symbol of Hilton Hotel with appropriate identity and voice, attracting the attention of fans. These videos subtly instill the concept of vacation consumption in users by emphasizing the special services the hotel can offer, highlighting the values that the brand upholds.
Tourism service brand inspiration: Keep up with social media trends, influencer marketing leverages the volume
Instead of sticking to the traditional marketing model, hotel brands should keep up with social media trends and create an exclusive hotel celebrity IP—transmitting brand value concepts through celebrity marketing, shaping brand image through celebrity image, and leveraging celebrity voice volume Move the brand voice.
2. Andie Swim: "Comfortable Looks Good on You" showcases brand values through 65 ordinary women
In addition to maximizing brand influence, marketing activities should also display brand concepts with maximum efficiency and improve brand recognition and love among consumers and users.
Recently, Andie Swim women's swimwear accessories brand expresses a story about women's beauty and self-confidence with the latest marketing campaign: the brand invites 65 ordinary women to take swimsuit photos, and each of them shows women to the outside world with a unique and confident attitude beauty of. And this marketing campaign has also won the love and deep thinking of many fans through the "voice" that wraps the brand concept, and many fans even look forward to the brand's similar next marketing campaign.
DTC Brand Inspiration: Expounding the Brand Concept with "People" Marketing Activities
In addition to making full use of hot trends, platform rules, and audience characteristics to adjust marketing strategies on social media platforms, you can also set up marketing activities with the theme of "humanism" to touch the hearts of consumers and users by creating brand sensibility and elaborating brand concepts. .
3. Old Spice: humorous marketing with the help of Marvel movie IP traffic
Recently, we saw a product advertisement of the men's care brand Old Spice spoofing the Marvel movie Thor, which uses high-traffic IP to promote the product in a humorous and funny way. The brother of Thor actor Chris Hemsworth, Luke Hemsworth, used the title of "fake Thor" to make fun of himself in the ad, holding Old Spice antiperspirant spray in his hand, and the copy said "makes you smell like Thor." In addition, the movie "Thor: Love and Thunder" that is being released is also mentioned at the end of the copywriting, which is a fair and open stream of traffic.
Creative inspiration: combining popular film and television content to earn traffic
Popular film and television content is always a high-traffic representative section on social media platforms. Each overseas brand can cooperate with popular film and television IP at the appropriate time according to its own situation, or appear in a humorous way, or integrate in an emotional way.
Epilogue
The above are 3 classic marketing cases selected for you around the world with "people" as the marketing strategy to leverage traffic volume and convey brand values. In the following content, we will continue to pay attention to cutting-edge marketing trends and topics. , and share with you, welcome to continue to follow us.