Looking For DNA Behind Effective Advertising

Old Spice, one of the seven men's brands of P & G, has been declining for a long time in the American men's bath milk market.

But after implementing the "effective advertisement", the brand achieved a miracle of 125% increase in sales in only half a year.

Recently, Old Spice won the international Effie advertising award.

The international Effie advertising award, which was born in 1968, is known as the "Oscar" award in the advertising industry. Advertising effectiveness has always been regarded as the most important evaluation standard, encouraging enterprises and advertising companies to create.

What method does Old Spice adopt to achieve real effectiveness? What positive effect does the "effectiveness" advocated by the Effie awards have on marketing?

Appeal: need

Old Spice is an old brand in the American bath milk market, but in recent years it has encountered such problems as brand aging, declining consumer interest and terminal selling.

Procter & Gamble brand executives, after market research, found that the purchase and consumption of Old Spice is not a group of people. The main buyers of Old Spice are married housewives, who usually buy this shower cream for their husbands.

So P & G changed the advertising strategy formerly used by men as the main complaint, and turned her attention to female consumer groups.

Through in-depth interviews with a large number of female target groups, Procter & Gamble found that women generally hoped that their husbands could emit a masculine taste of masculinity after they had used up the bath milk, rather than the smell of "sissy".

This discovery has a major impact on the direction of the entire marketing campaign and has become the key to the ultimate success.

So P & G set up an advertising campaign with the theme of "smelling like a man".

In business marketing, many marketing activities are ineffective, and the effect is not satisfactory. Why?

"This situation is very common in many domestic enterprises, mainly because the marketing strategy is not centered on the target consumers, but centered on the personal preferences of the managers, lacking scientific market research, disengaging from execution and marketing strategies, and ultimately leading to the failure of marketing activities."

Li Zhiheng, former president of the Greater China media, said.

Effective marketing communication must meet two conditions: first, the differentiation of advertisements; whether advertising is different from other competing products in the market, and whether it can arouse consumers' concern; two, the vividness of advertisements, whether it can touch the heartstrings of consumers, change and influence their purchase decisions.

To achieve these two points, we need to establish a complete marketing system: consumer insight, marketing communication strategy, advertising creativity implementation, etc. each step needs to be closely linked and interlinked.

Yunnan Baiyao toothpaste has also made great success in the market by establishing differentiated marketing strategy.

It avoids the majority of toothpaste to solve the problem of dental positioning, but the difference of landlords to play the role of pharmacodynamics, to solve oral problems, including gingival bleeding, gingival swelling and pain, oral ulcers.

This change not only fully highlights the unique efficacy of products, but also naturally makes the price strategy of high prices have some basis.

Jia Lijun, chief creative officer of outstanding image, believes that an effective marketing campaign can produce effect. Creativity itself is not the core content. It is only the breaking point and specific means to achieve this goal. What is more important is to establish a deep insight into the market and consumers at the source, find the problem of the market, find a breakthrough, and then achieve this goal through creativity and a series of means of dissemination and promotion. This process is the so-called strategy, so strategy is crucial to the success or failure of the entire marketing campaign.

Creativity: not to win the prize but to sell it.

In the minds of the advertising creative people, winning the Cannes advertising awards and the Creole prize for creativity in New York are all the highest honor. But for the enterprise and marketer, the purpose of marketing communication is not to win the prize, but to get sales promotion.

The international Effie award is such an award that emphasizes the advertising effect. The difference between the international Effie awards and other awards is that besides valuing the creativity of the creativity itself, the overall evaluation system is valued, from strategy, creativity to execution and effect.

As a matter of fact, advertising creativity and activity creativity in effective marketing activities are not the inspiration coming from the sky and the sky, but are closely related to the idea of "shackles" under the marketing communication strategy.

If we use the Creo award criteria to measure the advertising creativity of Old Spice, it will be very difficult to win the prize, because its creativity is not outstanding, but it is very effective from the actual effect. Why?

The communication strategy was clearly defined, and the theme of "true men's flavor" was decided. P & G invited Isaiah Mustafa, a former professional baseball player in the United States. In the advertisement, Isaiah Mustafa was naked in the upper body of the bodybuilding, selling Old Spice continuously, and filled with strong men's charm in the ocean. This advertisement's biggest characteristic is to design and appeal completely with the female's aesthetic standard: fierce men, bathroom, and humor.

Because of the tight budget, Old Spice's advertising is hard to choose to put on TV, so Procter & Gamble chose to launch the main online video website and community network, after Procter & Gamble conducted a new online marketing campaign on YouTube.

Unlike other YouTube marketing, P & G uses "the tactics of the sea", each of which is 20 seconds on average. In 3 days, it launches 100 series of advertising films, becoming the topic of hot talk and downloading on the Internet.

HeineKen has launched an advertising campaign to improve its market share.

The study found that most beer advertisements are promoting the purity of their own beer. Obviously, this advertising appeal can not impress consumers, and this is an invalid advertisement for consumers.

Finally, HeineKen chose a completely differentiated appeal: our bottles were cleaned by steam! To propagate to the consumers, how the huge filters work, how to clean the pumps and pipes, how the machine washed the bottles four times, and how to get pure water from 4000 feet underground.

This advertisement is not brilliant from the perspective of creativity, but it is in line with the differentiated communication strategy, which has aroused the consumer's interest and interest, and finally brought HeineKen's beer sales doubled.