1. Durex Thanksgiving "Thirteen Flirties" copywriting

Durex has become synonymous with hot marketing, and during Thanksgiving 2017, Durex flirted with 13 brands at once, including Green Arrow, Dove, Snickers, IKEA, etc., the brands that were teased also responded wittily, and it immediately became a hot topic of marketing.

This way of brands teasing each other is actually very common, but it can detonate the market every time. The key point lies in whether the copywriting can attract the public's "high point" about the brand.

2. It breaks my heart! NetEase Cloud Music's heart-breaking subway copywriting

In March 2017, NetEase Cloud Music printed hundreds of music reviews with the highest number of likes on the APP on Hangzhou Metro Line 1 and the entire Jiangling Road Subway Station. , the red background with hundreds of characters is simply eye-catching. These pieces of copywriting are thoughtful and leave a profound impact on people.

This kind of content generated by users’ UCG has always been a classic game in the market. And isn’t this the case for all content on Zhihu? It is worth learning from in APP operation and promotion.

3. Children’s Gallery, “One Yuan is the Most Beautiful Charity”

On the morning of August 29, all the friends’ circles were destroyed in one night, and everyone was buying their own paintings to use as screensavers. These paintings by friends with autism since childhood are really amazing and have different styles. You can buy them through WeChat, which is very convenient.

When public welfare is linked to children and art, there is no moral kidnapping and it is personalized; when you buy a painting for 1 yuan, the threshold for participation is low; with the platform of Moments, it is easy to form a herd mentality, and the effect of swiping the screen is Obvious. These activities are led by Tencent Charity and have brand endorsement. The kind side of human nature was stimulated, and within a very short period of time, the event reportedly reached the initial goal of 15 million.

4. Sesame Credit subway long copywriting

On June 6, Sesame Credit launched a set of long advertisements in the Shanghai subway. The form is very novel and is known as the one that presses on the keyboard. The writing is very creative.