[case] beetle watercress marketing- big data journey（[例]甲虫豆瓣菜营销u2014u2014大数据的旅程）.docVIP

[Case] Beetle watercress Marketing: Big Data journey Research papers Download News: [advertisers] imported Volkswagen [Agency] induced interest-linked media [Production company] caused by interest-linked media Case Background: Advertisers in the market served, most are accustomed to using passive mode propagation marketing, brand definition to the concept of self-promotion and dissemination. The Beatles hope together with watercress, looking real Beetle owners and potential buyers audiences, analyze their interests, enrich the brand image of the Beatles brand concrete images. Watercress powerful combination of books, movies, music labels, looking for a more ‘interesting festival parade effective’ way to promote. Marketing objectives: The purpose of this motion is to spread interest in mining by real owners of the Beatles, so the true owners of the Beatles endorsement. So that more audiences to understand and appreciate the culture of the Beatles gene. Insights: 1) rely solely on sound brand to spread the brand value and meaning most difficult way to touch the consumer, it is better with a real interest in the label owners and fans to interpret the brand connotation Beatles. 2) gene Beetle hoping to spread the brand culture, not simply do something like this simple brand exposure mediocre communication campaign 3) Beetle core audience and their owners because of the economic base of the reason, more emphasis on spirit consumption, independent selection was the concept of the traditional one-way communication and brand promotion blunt effect on the audience is too small. 4): As China’s largest watercress interest social platform, bringing together a million people living fun, in addition to audio books, but also covers all aspects of food, travel, fashion, home and other life. Dig for the brand offers the possibility of interest-label, other media platforms more difficult. Creative marketing: brand connotation Beatles defined