Today's headline marketing case sharing:
1.DW watches are popular: rubbing stars.
Developed Width (developed width)
Daniel wellington Wheeling's wristwatch enjoys a high reputation among European and American fashion bloggers and magazines, and has been listed in top magazines in the world for many times, such as ELLE, VOGUE, GQ and GINGER.
Not only is it popular abroad, but Jing Bo Ran, Lu Han and LAY, which are popular in China, all pass through DW, and there are countless female stars.
The classic color scheme of red, white and blue is loved by many stars. Yifeng Li, Lee Jong Suk, Park Shin Hye and other stars, such as Uncle Nick, Ni Kun, Bea Hayden and SE HUN, have all worn this watch.
DW, why is it so hot? DW is taking the road of internet popularization, which is actually an opportunity.
Celebrity effect is the success of DW, and it is also the place that can best reflect the popularity of the Internet age. They privately and widely trust social media stars and celebrities on foreign social media Instagram, and the most important thing is "online celebrities". Then, the founder gave them his daniel wellington watch for free.
These social media stars and celebrities will naturally post relevant information articles after online celebrities receive watches. Even if some social media stars and celebrities don't accept free watches, DW directly gives them a small marketing fee to send them a few Ins. Needless to say, the fan effect after that.
2.360 security guards on the list: Tencent
360
If you are an unknown product, you might as well put yourself next to similar products. The bigger the brand of these products, the better. Don't avoid him just because he is better than you. Remember the 3Q War?
After 360 was founded, it attacked Yahoo China. In 2006, the Internet industry set off an upsurge of "anti-malware". Zhou led 360 security guards to become anti-malware pioneers, and 372 1 software (Yahoo Assistant) once founded by him became one of the key targets of his "encirclement and suppression". 360 security guards promoted the anti-rogue software movement, which caused widespread media coverage.
After the goal of getting rich and famous was achieved, 360 put the listing plan on the agenda. On March 30th, 20 1 1, 360 Company was officially listed on new york Stock Exchange. 360' s listing plan is not one day and one night. This time, he targeted Tencent.
20 10 September, 360 Company exposed that QQ peeped at users' privacy without any basis, which caused netizens' worries and panic about QQ clients.
Later, the war between Tencent and 360 was upgraded to Bogongtang. Although 360 still lost in the end, its market share has expanded rapidly since then, and its annual income has also increased rapidly in the order of tens of millions of dollars.
3. Today's headline valuation: If you don't have a chance to create an opportunity, you have to rub it.
Today's headline marketing case sharing: classic borrowing marketing
In today's headline question-and-answer post titled "It's rumored that Tencent will invest in today's headline at a valuation of $8 billion, really", Zhang Yiming, the founder of today's headline, said that a colleague recently solemnly told me that his purpose of joining today's headline was not to become a Tencent employee.
"Of course I am not. Too boring. "
Zhang Yiming also recommended a song "Make it big or go home" and attached the following lyrics: So if I want to go, make it big, go or go home.
The topic of emerging technology companies+refusal to buy on the cusp has instantly brought countless interpretations in the industry. Zhang Yiming's momentum of "I am a man who wants to be one piece" shows the integrity of entrepreneurs.
How many entrepreneurs want to be acquired by BAT, but now they see that Zhang Yiming is a person with a little personality. Give him a compliment first. BAT can accept whoever it wants, which really makes our entrepreneurs breathe a sigh of relief. This practice of breaking the status quo of the industry is undoubtedly an excellent way to attract attention.
After successfully gaining attention, Zhang Yiming used his popularity to tell his story on high-quality channels such as CCTV Finance and Economics, which reflected the principle of impartiality and entrepreneurial feelings.
Everyone began to guess that the deeper reason behind Zhang Yiming's rejection of Tencent was the low price? There are bigger money owners? Or does Zhang Yiming want to save money to sell a bigger wave?
No matter what kind of conjecture, it finally points to the discussion direction that today's headlines want to see most: today's headline valuation is rising. Today's headline successfully completed this "no chance to rub" with a perverted sentence and a purposeful story, and achieved the desired effect. At this time, who will care whether Tencent's acquisition is true or not?
Therefore, make use of some hot spots or shortcomings of competing products in time, highlight your advantages in some ingenious ways, and sometimes win a smile from spectators with creativity, enhance your brand impression, and even leave more room for interpretation.