In the highlight of this advertising festival-the 2021 Advertiser Awards Ceremony, Yi Pingfang’s “Coca-Cola X Konka Smart TV Breaks the Screen and Opens Exciting New Possibilities” and “Willing Wine X Yi Shake Screen Willing to Gather Old Wine Love” two The big case stood out from more than 2,000 cases and won the “2021 Content Marketing Gold Case” and “2021 Digital Marketing Gold Case” respectively. So, what dazzling performance of each of the two major cases has conquered many judges?
“Coca-Cola X Konka Smart TV Breaks the Screen and Opens Exciting New Possibilities” won the “2021 Content Marketing Gold Case”
“Willing Wine X Yi Shake Screen Willing to Gather Old Wine Lovers” won the “2021 Digital Marketing Gold Case”
Naked eye 3D high visual impactTo grab users’ attention
In 2021, the Tokyo Olympic Games, a world sports competition, will undoubtedly attract global attention and become an excellent position for brand marketing. However, how to stand out from many brands has become more difficult, especially now that the user’s attention is becoming more and more distracted, how to successfully capture the user’s attention in the golden 5 seconds or even less time to achieve the marketing message Effective reach has become a new thinking for brand marketers.
As a global partner of the Olympics, Coca-Cola, which has a century of fate with the Olympics, will naturally not be absent. In order to better attract users’ attention, Coca-Cola worked with Yipingfang to carry out OTT large-screen marketing. Relying on the Yipingfang DMP data management platform, the city and users were delineated and accurately targeted, which increased the strong exposure of Coca-Cola’s new videos during the Olympic Games and seized the market. Traffic, create market volume, and further occupy the minds of users.
It is particularly worth mentioning that Coke and Yi Square have truly applied innovative technologies such as naked-eye 3D to the production of advertising content in this launch, and relying on the characteristics of interactive, addressable, and orientable smart large screens, the brand The advertisement is accurately placed on the large screen of the target user, and the first exposure is achieved at the prime time of the boot. The user’s attention is highly focused, and the user is attracted to the maximum extent. In the immersive experience, the popularity and favorability of the brand content are improved, and the strong attack reaches the consumers. Mind.
The final data shows that the content of this release has been exposed more than 159 million times. While accurate and high exposure, it has brought a very strong visual impact to users, and has become a case benchmark for brand innovative marketing on large screens.
One-click shopping on the big screen helps brand owners to achieve product-efficiency synergy
In the past, brand communication strategies mainly focused on the level of media exposure, but now marketing pays more and more attention to the combination of “product and effect” and “operation and sales”, and brand owners increasingly need marketing solutions that link product and effect. E-Square is also constantly focusing on the changes in brand demand, constantly carrying out technological updates and product iterations, while bringing massive exposure to the brand, and helping to achieve synergy of product efficiency.
Among them, “Willing Wine X Easy to Shake Screen, Willing to Gather Old Wine Love” is a typical case. At the node of the 618 e-commerce promotion, Shede Wine joined hands with Yi Square to use the combination of “Patch + Shake Screen” to add additional purchases on the shake screen, which significantly improved the audience’s awareness of Shede Wine brand. In order to achieve high-efficiency conversion while gaining massive exposure, a complete full-link marketing closed loop is constructed.
Specifically, relying on the Easy Square DMP data management platform, accurately centering on cross-scene large-screen user portraits, accurate recommendation and targeted placement of willing wine content to target groups will enhance the brand’s exposure; at the same time, the shaking screen automatically recognizes the video through AI It is willing to drink wine in the flow, and cooperates with the TV Taobao e-commerce platform to support one-click order placement and synchronization of shopping information between large and small screens, simplifying the shopping process, making the shopping scene of large and small screens smoother, building a complete marketing closed loop, and greatly improving Effect conversion helps brand owners to achieve synergy of product efficiency. According to data statistics 15 days after launch, the ROI of “Wide Wine 6.18 Large Screen Marketing” reached 1.24, which greatly drove the positive cycle of product-efficiency synergy.
The evaluation report of the delivery effect of the Miaozhen system shows that the proportion of the audience who have watched the willing wine advertisement on Konka TV this time is significantly higher than that of the audience who has not seen the advertisement. Compared with patch and patch & screen shaking ads, the form of Shake Screen Shake has the highest proportion of brand recommendation willingness, accounting for 83.3%.
As Internet traffic is becoming increasingly scarce, the marketing value of OTT large screens is becoming more prominent. As a leader among Internet content platform operators, Easy Square continues to lead the development of the industry through a series of actions such as technological innovation, enriching content, and increasing coverage scenarios. I believe that in the future, Easy Square will also work with many brands to create more marketing benchmark cases, leading smart marketing to open a new situation and win the future together.
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