The anxiety of traffic is forcing brands to keep lowering the lower limit!
The "burden" of engaging in traffic is on the public relations planner!
Mistrust?
Take a look at a few cases of swiping last week.
From:
Mixue Bingcheng's "stinky feet", Heytea's "little tits", Zhong Xuegao's "sudden death in live broadcast", and "boss's apology" for small pots of tea......
1. The "stinky foot smell" of Honey Snow Ice City
Last week, Mixue Bingcheng launched a "glutinous lemon tea".
As soon as the new product was launched, it was scolded on the Internet, saying that it was unpleasant!
At this point, someone began to bring the rhythm, saying that it was:
The smell of smelly feet of a two-dimensional young girl!!
Then, the products started to sell out......
Station B, which has the strongest taste of the second dimension, has quickly come out of the periphery:
After this matter was hotly discussed in the uncle community, there was even a group of friends who went to buy a cup, the purpose was to experience, whether there was a "stinky foot smell"......
Just a few days ago, there was a news in Japan that was also swiped on the screen, and it was confirmed to be true, namely:
Japanese girls steamed rice balls with sweat under their armpits are very popular......
(Picture from the Internet)
Unexpectedly, Mixue Bingcheng "copied" so quickly!!
Turned a negative news into a hit......
Could it be that the Snow King had a premeditated plan???
2, Hey Tea "Little Tits"
Go on.
Last week, Heytea recently released a new product, called "Little Milk Gardenia"!
Whether it is "small milk zi" or "small milk gardenia" has sparked controversy.
It is also accused of side-kick marketing!
Uncle personally thinks that Heytea is different from Mixue Bingcheng, it is more like being hacked, because this kind of black traffic is meaningless to Heytea, while Mixue Bingcheng is likely to cover up "negative comments" through "beautiful women's stinky feet".
But from the perspective of professional PR, Heytea public relations should have the right to crisis warning, to put it simply, what is the name of the product, and who the brand is co-branded with, should be assessed in advance whether it will bring public opinion risks.
Why didn't you find the "little milk gardenia" this time...... Uncle doesn't know. The latest news is that Heytea officially announced that it has changed its name, not called "Little Milk Gardenia", but "Little White Gardenia".
3, Zhong Xuegao's "sudden death in live broadcast"
Let's look at the ice cream assassin "Zhong Xuegao".
Last week, there was also a chat history that swiped the screen, which roughly means:
"Zhong Xue Gao Laolin" was broadcasting live, and the anchor suddenly fell to the ground, and it was even said that he "died suddenly".
also took a short video of the fall to the ground......
The people who eat melons have rushed to the live broadcast room of "Zhongxue Gao Laolin", and the traffic in the live broadcast room has risen!
This matter is on the hot search, the highest 2nd place!
As a result, it didn't take long for the female anchor to refute the rumors herself: she said that she was not dead.
Then, she actually appeared in the live broadcast room again and continued to sell goods......
A netizen commented: "It's on the air again, it's obviously hype"!
According to the data of "Zhongxue Gao Laolin" Taobao live broadcast, the number of viewers of yesterday's live broadcast exceeded 700,000! The number of observers in the previous game was only 132,800.
Lao Lin also sent a follow-up message and set up a "personality" that cares about employees.
4. Small pot of tea "boss apologizes"
Finally, look at the small pot of tea!
Du Guoying deserves to be a marketing master, and with the sentence "small pot of tea, masterpiece", he sold a small pot of tea to 2 billion.
Now, because of this slogan's apology, it has been on the hot search again.
Master Du said, "master work" is not "master work", for everyone's misleading, formally apologize!
He apologizes in words, but he acts honestly.
According to media reports, in January this year, the company was also applying for the registration of the "Master Handmade" trademark, which is internationally classified as convenience food. In April of this year, the trademark process was "rejected".
At the same time, small pots of tea have closed down a large number of stores due to the heavy offline sales channels.
It's obviously a sneak change of concept, Master Du, why did you suddenly apologize?
It turned out that he regarded the "apology" as a news point, in order to lead to the new business he wanted to promote in the future.
The boss kneels, but it's not for nothing!
But netizens are not stupid, you did get traffic, but they all scolded you. Under the Xinhua News Agency video account, there are more than 800 comments.
From the above cases, we can see that everyone attaches great importance to public relations planning, which is a good aspect.
But on the bad side, vulgar, sideways, and deliberately hyped up...... Flooded with it.
I still remember that in the first half of the year, there were frequent cases of exposing corporate or personal life styles in PDF form, and NetEase Youdao actually took this form to make a copywriting full of "small essays", titled "Real-name report Netease scumbag girl has no bottom line to play with feelings" made up a story of "female executives and male subordinates", and finally, it was to promote its AI business......
What patterns of transmission can we see from these cases (or what lessons can we learn)? Uncle talks about 3 points:
1. "Material swiping" can break through fragmentation.
In the era of fragmentation, everyone is competing for public attention, because attention is the most scarce.
There is attention, there is traffic. was on the hot search, and the screen was swiped in the WeChat group, and there was traffic.
Everyone focuses on "materials", especially chat logs, short videos, PDFs, ...... These materials can get a piece of the pie from the huge traffic pool of WeChat's private domain.
Whether you accept it or not, this is the current state of communication. Everyone is working the material! Of course, don't post the routines you have used, you'd better not "copy" them directly, otherwise you'll be too stupid......
2. "Traffic anxiety" pushes everyone to the "edge".
But what kind of materials can get traffic from WeChat's huge private domain traffic pool?
Of course, it is vulgar, marginal, controversial, group antagonistic, emotional, the so-called "black and red".
I still remember the five female doctors who were sprayed last year because of an advertisement insulting women. Douyin's 618 battle report this year shows that people rank second in the sales list...... Does this prove that "edge marketing" is effective?
So, a bunch of brands just started to imitate??? In fact, the uncle has a theory in "Swiping the Screen", called "spit points", that is, the brand deliberately "embeds" a point for netizens to complain. While inspiring netizens to complain, it also led to the discussion and forwarding of related topics, such as the most famous McDonald's "Golden Arches" that year, which has been upgraded from a "self-black" topic to a product name.
But should this kind of pre-burial of spit points touch vulgarity, rub edges, or incite group confrontation? I'll leave that to you.
3. Public relations should keep the bottom line, and the brand should have boundaries.
This is what the uncle wants to say the most.
Although, the material of the edge ball can break through fragmentation and gain attention and traffic, but the public relations should be the goalkeeper, not the old offside striker, frantically testing the "bottom line" of the "referee......
As for the brand, you must have a clear dividing line, do you want to be a century-old store, or harvest a wave of people and leave? Or one way or another, live first?
Of course, the real problem is: marketing expenses are cutting, platform traffic fees are rising, what to do?
can only do public relations to engage in traffic...... It seems that "rubbing the edge + getting out of the circle + apologizing" has become one of the main ways for small and medium-sized brands to obtain traffic through public relations means, and it is quite successful!