2023 can be called the "Year of Crossover Marketing"! Basically, every once in a while, there will be a sensational cross-border marketing case on social media platforms and explosive effects. Then followed by joint payment, taking pictures, punching cards, playing memes, and rubbing the heat.
In a series of cross-border marketing, brands have expanded sales, refreshed their image, and increased their popularity, but what about consumers? Play high, too! It can be said that since the concept of "everything can be co-branded" was put forward two years ago, the majority of brands have become more mature in the use of cross-border marketing, more flexible creativity, more diverse gameplay, and more daring attitude!
In this issue, Wuwei Communication will take stock of several phenomenal cross-border marketing cases in 2023 for you, and take you to prepare for 2024 in the dismantling and summary.
Pyrotechnic literature of the Northeast dialect
From "Confessions of Cold Palace Vegetables" to the high-temperature barbecue version and the black talk version. and then to this year's "Northeast Flavor", RT-Mart has played cross-border marketing out of flowers. Fireworks ingredients are paired with Northeast Kangtou literature, and it can also create a set of humor, coupled with Liu Neng and Xie Guangkun's earthy interpretation, RT-Mart "Country Love" easily staged a comedy that is better than the Spring Festival Gala sketches for the Chinese people (In other words, is it not appropriate to compare the Spring Festival Gala sketches that are not as good as the year!). ）
Latte "Buddha" out of a good mood
The whole society is rolling, rolling up to the hands and feet and using it at all, rolling up until it is out of breath, and life is out of interest! Heytea made a move, and co-branded Jingdezhen Chinese Ceramics Museum launched the "Buddha Hey Tea Latte". So, drinking the "Buddha Latte", knocking on the "Buddha Wooden Fish", and using the "Buddha Peripherals", I am at ease, and a cup of fragrance soaks my heart!
Awaken the heart of a pink girl
The explosion of the movie "Barbie" has made "Barbie fans" a trend, and has given birth to countless Barbie girls. Hollyland, which makes delicate little desserts, clearly saw a business opportunity and incorporated the pink and tender Barbie elements into the cake. Therefore, a vintage bag can be a dessert, and a delicate earring can be a dessert ......Eye-catching and delicious, the line came true - "Today is the best day, yesterday is also, tomorrow will be, forever ......."”
In addition, the "male marketing" of the book also burns fairy grass x "Fengshen" to stage a "chest" scene, DQX Pacha dog is fully "armed" to poke the "cute point" of young people, and Nai Xue x Dong'e Ejiao is riding the wind against the healthy outlet, and other cross-border marketing cases in 2023 are also amazing, all of which are works of quality and efficiency.
2024 Marketing Trends Analysis
Five-dimensional communication said that the essence of cross-border marketing is to "create a reversal and break expectations". In other words, the integration of two brands with different audiences, fields and styles breaks people's inherent perception of the original brand product design, basic image and market positioning, and stimulates consumers' interest and curiosity with a novel style that exceeds "expectations", so that consumers are more willing to buy the product and pay more attention to the brand. This is the case with many cross-border marketing cases in the past.
In addition, based on the changes in the underlying logic, design style, concept innovation, and market display of cross-border marketing in the past two years, Wuwei Communication said that cross-border marketing will become a brand marketing artifact for a long time in the future. In particular, IP cross-border will be the focus of many brands. The reason for this is that the era of "pan-entertainment" has made new entertainment forms and content such as Internet celebrities, live broadcasts, fans, and IP more and more abundant, and has many advantages such as hot enough popularity, large enough traffic, and high growth, which can provide natural fertile soil for brand cross-border marketing.
Among the many cross-border IPs, two IPs are particularly noteworthy. One of them is the cute ** series IP represented by Da Duck, SpongeBob SquarePants, Kulomi, and Loopy, which has the characteristics of emotional value, strong interaction, social attributes, etc., and has independent personality and personality, which is more in line with the characteristics of young people's self and self-confidence, and can better integrate into the self-expression system of young people and touch the deep needs of young people. The second is the national tide IP, and the rise of the national tide has deeply affected the Chinese film and television industry. The success of a series of excellent animation works such as "Menghualu" and "Chinese Strange Tan" also shows that the national trend is "promising". In the future, Guochao IP may serve as an important port for exploring art and traditional culture, and become a broad avenue for brands to interpret the core spirit and rejuvenate or strengthen the brand image.
We all know that cross-border marketing is very popular, but the actual operation is by no means clear in a few words. Next, Five-Dimensional Communication will disassemble several core tips for cross-border marketing, so that your cross-border marketing will be very interesting and live up to expectations.
A successful cross-border marketing should first pay attention to three points: 1. Brand cooperation, creativity first, without creativity as support, cross-border marketing can only fall into the lower level in homogenization. Therefore, brands need to embrace a broader market pattern with an open and shared attitude, examine and inventory more possibilities of cross-border from a broader perspective, and make their cross-border marketing "very different"! During the period, it should be noted that creativity needs to be based on the basic tonality of its own brand. In addition, it is necessary to have logic that can "justify itself" and avoid vulgarity. 2. Fit the user's interests, trigger interaction, in a word, the user says good, it is really good. Cross-border marketing can be playful, but it must be based on the user's "like" interests. 3. The pursuit of the ultimate, since it is necessary to cross the border, it is necessary to cross the border in all aspects of the activity, not just the intention of innovation, or the combination of "new and old elements", but should be an all-round innovation, a "new" to the end.
Pick a cross-border marketing model that belongs to you
At present, after thousands of brands have tried and precipitated again and again, the cross-border marketing model has been quite diversified, and the majority of brands can choose one to several relatively suitable cross-border models according to their own conditions to achieve a higher production-investment ratio.
1.Field integration: It is best to create intelligent sports equipment for brand cross-border cooperation in related fields, such as sports + technology; Beauty + Artist, launching a limited edition of art cosmetics.
2. Similar values: cooperation between brands with similar values and core concepts. For example, furniture brands and lighting brands can jointly launch a one-stop product and service matrix, and energy-saving brands can cooperate with environmental protection organizations to focus on the brand's strength in the field of energy conservation.
3.Cultural collision: Bringing different cultures together to create unique co-branded products or services. There are many examples of this, such as the milk tea created by Nai Xue and Dong'e Ejiao with "a cup of restraint and a cup of indulgence". Luckin and Moutai caused the "sauce fragrance" storm, etc.
4.Story narration: A very good brand word-of-mouth marketing paradigm, mostly for "small brands" to bind "big brands" (big people). For example, a brand once appeared on the same stage with a big brand, or the founder of a brand once took a photo with a well-known person, and then added oil and vinegar to tell a story (pay attention to compliance)!
5. Limited cooperation: It aims to increase the sense of scarcity and uniqueness and attract consumers' desire to collect.
Wuwei Communication said that in the current environment of "depletion" of marketing creativity, cross-border marketing has undoubtedly opened up unlimited imagination space for many marketers, making marketing creativity endless and the marketing atmosphere vivid and interesting. Of course, although cross-border marketing is good, five-dimensional communication here should still be emphasized, brands can pay attention to "innovation" in cross-border marketing, but can not mess around, each cross-border marketing needs to closely focus on the five degrees of the brand (authority, reputation, popularity, favorability, satisfaction), and on the basis of enhancing the overall image of the brand, increase product sales. In the final analysis, cross-border marketing is only one kind of marketing, and the integration of quality and efficiency is the basic principle that every marketing needs to have.
Some *** on the Internet, if there is any infringement, please contact to delete.