A reverse marketing campaign for Ele.me during the Chinese New Year. As we all know, the Spring Festival is not only a traditional festival, but also a condensation of our people's belief in their own culture. Every brand that wants to expand the market will do a marketing campaign at this node. Spring Festival marketing is not only reflected in the accuracy of cultural expression, but also in the change of concepts of the new and old generations, as well as a balance between business and emotion of the brand. How does a good Spring Festival marketing grasp the node and connect brands and consumers?
A marketing campaign that Ele.me did during the Spring Festival this time. Everyone knows that the Spring Festival has a great demand for food. Then Ele.me called on everyone not to use delivery, and the marketing path was reverse marketing, which aroused everyone's **.
From the copywriting, I wish you no longer have to be hungry for the New Year. There are two meanings of the words in this, one is to hope that you will not be hungry during the New Year, and the other is to hope that you can reunite with your family during the New Year without using this food delivery platform.
Ele.me is returning to this point of the Spring Festival reunion this time. I hope that more people can go offline and return to the fireworks of families and supermarkets and stalls. Let everyone feel the human touch of the brand for consumers.
In recent years, due to the competition with Meituan, the squeezed living space has become smaller and smaller, and it has gradually faded out of the public's field of vision.
However, reverse marketing also requires a lot of courage, not to mention that it will not be effective if you are not careful, and it may also bring backlash. It is also this courage that allows him to stand out among the many advertisements for the Spring Festival. Let everyone remember his event this time, better reflect the human touch of his brand to consumers, and create an emotional connection. It can also be better used for his own activities and promotion in the future.