The event of "Asian Games Mattress" was screened, and Gujia Home Appliances won win thoroughly

Tech 2023-10-10 07:01:01 Source: Network

Hello everyone, isn't the Asian Games coming to an end recently? This morning, Wen Tao saw a topic # The mattresses in the Asian Games Village have been taken away # and topped the Weibo hot search list.Don't look, don't know

Hello everyone, isn't the Asian Games coming to an end recently? This morning, Wen Tao saw a topic # The mattresses in the Asian Games Village have been taken away # and topped the Weibo hot search list.

Don't look, don't know. At first glance, it startled me. Nowadays, brands are too clever to advertise.

It was such a brief topic that sparked intense discussion.

Around the issue of the whereabouts of old mattresses, netizens have their own opinions, and public opinion is showing a polarized pattern.

(Image source: Weibo user)

After large-scale interactive discussions, the mattresses of # Asian Games Village were taken away and # topped the hot search list for 2.5 hours, with a reading volume of 120 million.

If this is a warm news, from the perspective of agenda setting, the focus of public opinion has clearly deviated from the central issue. The original intention was to promote the sincerity of receiving athletes for the Asian Games, but it has aroused the audience's rebellious mentality, and ultimately developed into a passionate group.

But unfortunately, this is a mattress advertisement disguised as a news event.So, a big battle of tearing and forcing became the cannon fodder for brand socialization marketing.

In summary, the whole matter can be summarized as follows: athlete Chusovikina said in an interview that she slept very comfortably in the Asian Games Village and asked the staff about the purchasing channels of mattresses. As the exclusive supplier of official mattresses for the Asian Games, Gu Jiajia caught this hot spot and invited cooperation while giving away mattresses. At the same time, she planned a marketing event and topic discussion on "giving away athletes' mattresses". While leveraging the heat of mattresses, It has also accumulated a large wave of popularity for the brand.

Therefore, if it is reviewed as a Weibo marketing case, from the initiation, dissemination, and fermentation of the topic, it is a successful communication case.

Firstly, it takes advantage of the popularity of the Asian Games and sports stars to endorse the brand and capture consumer reputation. Chusovikina is a legendary veteran in the gymnastics industry. At the age of 17, she won a gold medal in women's gymnastics at the Barcelona Olympics. At the age of 21, she retired due to marriage and childbirth. Unfortunately, due to her son being diagnosed with leukemia and the high cost of treatment, she chose to return to the competition and earn money from medals and bonuses to treat her child's illness.

Later, although her son had already recovered from illness, her love for gymnastics prompted her to return to the competition time and time again. This year, at the age of 48, she won fourth place in the women's vault at the Hangzhou Asian Games. Although she missed the medal, as reported by the media,Standing there is the best interpretation of sportsmanship.

To establish long-term consumer stickiness, a brand requires not only excellent product quality, but also resonance with consumer value beliefs in brand philosophy.By relying on the spirit of sports to convey brand concepts, Qiushovikina is undoubtedly a suitable spokesperson. In addition to having sufficient audience connections, her uplifting spirit demonstrated in the gymnastics industry has also become an excellent focus for activating the core value of the brand.

Home brands sponsor sports events, and the marketing logic is not complicated. It is nothing more than using excellent product quality to ensure the sleep quality of athletes, and using good sleep to accumulate energy for sports. Therefore, the discussion on the guarantee of athletes' sleep quality by the Asian Games Village naturally shifted to the discussion of mattress brands.The athlete's praise for the mattress undoubtedly provides a strong endorsement for Gu Jiajia.

(Image source: Weibo user)

Secondly, it is to use news hype to create a buzz and ignite discussions, winning popularity for the brand.#The mattresses in the Asian Games Village have all been taken away # and the topic initiated by Gu Jiajia # The mattresses in the Asian Games Village have been taken away #, only two words away, but a thousand miles away.The topic on the hot search is not labeled as an advertisement, and there is factual bias, which inevitably induces netizens.

It was also a coincidental editing error in the topic that made the previously insignificant topic the top of the hot search list and created a live advertisement for Gu Jiaju.

Compared to the previous events related to environmentally friendly high-tech "cardboard beds," it is true that without comparison, there is no harm.

(Image source: Weibo user)

The transformation of mattress advertisements into a hot event precisely illustrates a problem,The tipping point of an event can be created and controlled by the brand itself, and diversion can be achieved through the interaction between personal accounts and brand accounts.

How to convert it into brand sales while accumulating brand reputation? Gu Jiajia immediately followed up the Tiktok channel and launched the live broadcast of the athletes' "No. 1 champion" mattresses, which will attract traffic to the e-commerce channel.

The event was hot, the brand went out of business, and the sales volume of goods went up. Gujiajia really won win thoroughly.

When it comes to Weibo topic hype, it's worth mentioning the "Legend of Durex Shoe Covers on Rainy Nights". On June 23, 2011, it rained cats and dogs in Beijing. Amid the sighs of office workers, a postscript, "Today's rainstorm in Beijing, fortunately, there are two Durex in the bag", triggered a crazy rumor about the microblog dynamic, and occupied the first place in Sina's microblog forwarding on that day.

The transformation of condoms into shoe covers may seem like a "eye-catching bag" behavior unintentionally made by netizens, but in reality, it is the marketing team behind Durex who is fueling the situation.

After 12 years, in March of this year, Durex released another "Durex Classic Shoe Cover", continuing the legend of a rainy night.

In the name of paying tribute to classics, Durex has sparked a wave of memories and achieved the communication of product selling points. Not only did Durex accurately grasp consumer needs, but it also aroused user interest through bold topic marketing, continuing the brand's "playable" style.

Coincidentally, the recent incident of "Zhang Xuefeng repeatedly being stabbed by Huawei" has also been a topic of discussion.

The thing is, the day after Zhang Xuefeng switched to Huawei Mate50, Huawei released a brand new Mate60 phone, and netizens mocked Zhang Xuefeng for "filling in the wrong volunteer".

Huawei was moved by the news and sent a Mate60Pro to Zhang Xuefeng. So, Zhang Xuefeng posted a Weibo post using Huawei's new model, saying, "To switch phones, you must be like Huawei and stay ahead.

Unexpectedly, just a few days later, Huawei MateX5 suddenly appeared on Huawei's official website, bringing a deep sense of powerlessness to Teacher Zhang Xuefeng...

The dramatic scenes staged on Weibo not only provide sufficient discussion for netizens, but also rapidly amplify the brand's potential at a key point of new machine release.

Returning to the topic marketing of Gu Jiajia Home, although there was an uproar, the effectiveness of the marketing is worthy of recognition. With the help of Qiushovikina's celebrity effect and the popularity of the Asian Games, the brand implantation was quietly completed.

Of course, this also stems from Gu Jiajia's long-term campaign in sports marketing at the Asian Games, which has accumulated sufficient reputation and influence for the brand. After all, a topic that goes viral also requires a strong product, otherwise it will only cause the brand to be backfired by traffic.

Can you say that Gu Jiaju couldn't catch this outrageous wealth?

Author | Wen Tao

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