Next-door girl and women's wear teamed up with Coca-Cola, social marketing performed a good show

First, cross-border marketing, fan sharing When two brands unite to launch a marketing campaign on a social platform, it is clear that it is more prone to cause effects than a single brand. The joint promotion of Coca-Cola and the girl next door online has made the fans of Coca-Cola and the girls of the neighboring girls become audiences of the event, greatly improving the promotion of online publicity, and at the same time, making it easier for a loyal fan of a brand. Go to another brand.
However, it is not just two brands that can cross-border cooperation. The two sides that choose cross-border cooperation must be complementary rather than competitive brands. Complementarity here refers mainly to the complement of user experience, and the consumer groups faced by the two brands of cooperation must be basically similar. According to the person in charge of Coca-Cola, “Coca-Cola and the girls in the neighborhood have a lot of commonalities in the cultural connotation of the brand and the target consumer group – they are dynamic, young and keen to share, and the pursuit of happiness and fashion is a life attitude.”
Second, develop a content strategy consistent with the brand connotation

It is not a difficult task to win the attention of netizens on the Internet. Everyday, there are countless hot topics on the Internet that have become the focus of everyone. However, not every hotspot is suitable as a content marketing point through which the brand shines. The reason why neighboring girls cooperate with Coca-Cola is not only because their audiences are similar, but more important is their similar brand culture and brand promotion concept - sharing happiness, which is also the two brands passing on the social platform. main information.
“Share this bottle of Coke with the girl next door next to you!”
First of all, Coca-Cola and the girl next door used Coca-Cola as a vehicle for sharing. They encouraged everyone to share happiness by sharing cola and deepening communication with friends. Second, neighboring girls publish a variety of inducing dialogues about activities on many online platforms to guide consumers to participate in interactions. After the launch of the adjacent girl's nickname bottle, the girl next door launched a series of interactive anecdotes and activities on WeChat and Weibo, combining the connotation of the brand and hot topics to create highly inspiring stories to present the consumers themselves. Life, dialogue and brand interaction.
Third, multi-channel, full flowering analysis of Coca-Cola and the neighboring girls this cooperation promotion of online communication, activity information is almost covered in all social platforms. In previous promotional campaigns, Coca Cola relied on various celebrity resources to customize its “nickname bottle” and promoted it through the celebrity effect of the Weibo platform. At one time, Coca-Cola’s “selling Meng” news caught the attention of the entire city. , became a hot topic for Weibo fans to talk about. Later, the girl next door on the microblogging and WeChat issued an interactive content of “The collar also sells adorable”. Then, through the official website, Weibo, WeChat, SNS and other social media, the interactive activities of “Love Cola, Love the Girl Next Door” were released. , caused many netizens onlookers and praise. At the same time, related news reports have also appeared one after another in major portal websites, and related video campaigns can also be searched on major video websites such as Youku and Tudou, which can be said to be full of channels.

According to the analysis of data searched from the Internet, the Coke marketing of the adjacent girl's Coke was simultaneously launched on several social platforms, and different marketing strategies were presented on different platforms, and corresponding content was developed according to the characteristics of different platforms. Marketing, information content is interlocking, orderly progress, as a very successful social marketing case, it is worth everyone's reference and learning.
I think that everyone has long been aware of the arrival of the social networking era. Many people are also talking about how social marketing should be done. However, few people are really successful. The social marketing initiatives of the neighboring girl Coke Marketing are undoubtedly a good show to sell well. Indeed, hard-core messaging and one-way brand communication have gradually lost their effectiveness, and it has been difficult for people to tolerate it as they have in the past. Instead, it will be a well-designed user interaction and user experience. These user experiences will gradually become brand differentiation and competitiveness, establish a loyal fan base for the brand, and distinguish the brand from its competitors.