Nike Does Not Believe The Limit But Believes Micro-Blog: Cooperate With Micro-Blog To Launch Interactive Advertising

Open micro-blog mobile client for up to 5 seconds. Nike GIF ads on the boot are definitely impressive. With the advertising copy: "if you are like them today," the suspense paving, micro-blog's boot animation ads, the bottom for the first time did not see "enter micro-blog" four characters, instead of a "suspense" to promote suspense. Only after entering the Nike did you find a new TVC# of the Olympic Games TVC# did not believe the limit, and after this interactive action, it triggered the ad short film automatically, and at the end, it could go directly to the official Nike.

This is the first time that micro-blog has brand A full - screen interactive startup case, which is also micro-blog this year Olympic marketing Innovation and interactive advertising. Why Nike doesn't believe in limits, but believes micro-blog so much? It's really a case worth discussing carefully.

This is a super smooth marketing process.

It can be seen that in addition to the automatic broadcasting data of the boot ads, Nike official micro-blog's advertisement has been released as of today, and it has received very good forwarding and praise in just one day, and the volume of fans has also increased directly.

From boot animation to interactive automatic viewing, and finally directly directed to official micro, Nike not only achieved the huge exposure of data with micro-blog, but also directly attracted users into fans after the end of the film, which completed the advertising purpose well, and accumulated social assets for the brand. At the same time, more importantly, it is also easy to be overlooked. This series of actions are in one go, so that the entire marketing process is smooth, there is no tie up and pause in the middle, thus facilitating better marketing results.

Why is marketing smooth and important?

In this era of attention economy, brand is hard to reach a hot spot of brand marketing besides huge bombardment advertising, and the real spanformation power of advertising is also very unstable or unable to consider.

This requires that every marketing team should carefully create or choose the core elements of advertising delivery, interaction, appreciation and spanformation power when making decisions. At the same time, it has to maintain a good connection between these points.

This is because these elements are different standards of latitude. Sometimes it is enough to find a case, but the interactive experience is not good, or the interactive experience is very good, but it is also difficult to achieve the brand spanformation.

Suppose that the micro-blog boot ads launched by Nike are static pictures. Many users will feel that they are not as attractive as Gif, and skip directly. After joining the interactive click ads, the advertising videos need to click on the automatic play. This will inevitably lose most of the crowd watching videos, which will naturally cause losses to the exposure of the ads. At the same time, assuming that the users are not interested in leading to official micro-blog at the end, how can the actual spanformation power be realized and calculated? This is difficult for the brand to be considered, which is also sufficient to see how important a marketing process is.

However, it can be seen from the analysis that the success of the Nike case is inseparable from the openness and diversity of micro-blog boot advertising. From the original graphic text to the current media, micro-blog has also changed its advertising form from the initial Tips to the static boot to Gif, and to the video header of today's Olympic Games. No wonder the investment bank's report keeps raising the target price. At the same time, micro-blog can finally direct the users who browse the advertisement to the official micro-blog. Undoubtedly, the spanformation power of the most difficult marketing key point can be achieved.

This Nike's micro-blog Olympic marketing first shot may open up a new wave of social marketing for Olympic Games, which is inseparable from the micro-blog's better and better status.

Why does Nike believe in micro-blog?

Nike as the most famous sports brand on the planet, the proportion of global social marketing is increasing year by year. This is because micro-blog's social platform can provide the brand with the most important point of advertising marketing in the new era: interactivity, which will also be an irreversible trend of future advertising.

At the same time, the choice of micro-blog delivery is also inseparable from increasing user growth. As of the first quarter of 2016, micro-blog's earnings data showed that monthly active users reached 261 million, the quarterly growth figure was 26 million, the daily live quarter increased by 14 million, while the monthly active users accounted for 85% of the mobile terminals, while the proportion of active users reached 91%, and this proportion has reached the level of Facebook.

At the same time, from Gif to video advertising, this also reflects the current trend of social platform video advertising. The average daily video playback of micro-blog in the first quarter has reached 470 million, an increase of 64% over the previous quarter and an annual growth rate of 489%, which is inseparable from the massive development of user consumption video habits, so that micro-blog video advertising attempts to achieve better results. At the same time, automatic play has brought a better effect to the exposure of brand advertising. An important advantage of micro-blog video advertising to advertisers is that the mobile terminal will take automatic play in the WiFi environment, which brings better exposure effect to advertisers, and not only the local brand, but also more advertisers from around the world and begin to cooperate with micro-blog in the form of video advertising.