As of now, there are two best cases of social marketing in 2021: one is the sinking tea king Michelle Bingcheng, which is popular all over the Internet with a magical theme song MV; the other is already in the public eye Hongxing Erke, which disappeared from China for many years and netizens once thought it was bankrupt, still donated 50 million materials to Henan even though it lost 220 million, and its brand reputation and sales in the live broadcast room were instantly full. However, there are obvious traces of human manipulation in the case of Michelle Bingcheng. Its MV and brainwashing music are carefully produced; Hongxing Erke is more like a "natural event" that combines the right time, place, people, and many contingency. From all perspectives, Hongxing Erke did not expect to have such a large amount of dissemination at the beginning. It was just a routine donation, but it was accidentally discovered by Weibo netizens and went out of the circle. Since then, it has spawned many "live broadcast rooms and Weibo".
Terriers”, which spread explosively on major platforms, and eventually became a hall-level social marketing case. 1. What did Hongxing Erke do? After the Fax List Hongxing Erke incident detonated the whole network, countless brands and marketers were thinking about "what did Hongxing Erke do right?" But this question is likely to be unanswered, because the contingency of this communication event is very strong, the reproducibility is very low, and more importantly, Hongxing Erke, the protagonist, did not do much. In the beginning,
Hongxing Erke just posted the announcement of their donation on Weibo - an ordinary routine operation, everyone does this, and there are many companies that donate more - the real tipping point is the donation Weibo The comment below, and a subsequent image circulating on various platforms: Even if it loses 200 million yuan, the image of an old-fashioned domestic product and a national enterprise that will destroy the family and donate 50 million yuan will suddenly stand up.