yesilm
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New Balance attempt by a series of new ads
« on: Sep 24th, 2015, 12:28am » |
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Formerly in marketing low-key New Balance (New Balance), Nike Free 5.0 Homme in the Chinese market last September launched a series of several teams micro-film. If you have seen, you will find that they did not take the traditional sports brand advertising repertoire - the film is neither a professional athlete, no playing field. Respectively named "Girl Shylock," "sad food", "To ingenuity" and "new doctrine street" advertising, in addition to occasional New Balance sneakers closeup, they look even and have no contact sport .
In "sad food" for example, for up to 18 minutes of short films, he tells the story of how the owner of a restaurant with food to help the wounded because of love diners untie knots. This touching movie content from the publisher in the video platform has so far received a total of 4 million hits,Nike Roshe Run Homme and entirely through the micro-channel active dissemination by the viewer to open. Although each ad is no clear brand point, but they have impressed the customer groups you want to impress.
"We have done a few commercials are following several series in walking." Chang Jiang New Balance's marketing director, told reporters. Chang Jiang on the whiteboard in the office memo clearly corresponding column of each ad sneakers model, and it is aimed at the target customer.
"Girls Shylock" and "sad cuisine" push young people's favorite 574 primary colors, the models 574 potential customers are college students or just entering the community of ethnic groups, and therefore advertising is also taking small fresh literary style. And 580 places in the name of bold color, buyers are mostly the influx of people, and therefore the 580 as the Nike Free 5.0 Dame protagonist of the "new doctrine street" ads are also a kind of avant-garde awareness show.
2012 suddenly became popular, making New Balance 2014 compared with 2012 increased by 3-digit sales in mainland China. After the explosion of red, New Balance does not want to be short-lived in the Chinese market.
Chang Jiang recognize Korean stars wearing narrow-leg pants pedal New Balance is probably popular brand in the Chinese market, a tipping point. Many fans came to the shop to find what you want at the foot of a certain Korean New Balance shoes. In various street shooting and fashion magazines, New Balance figure is more frequent, almost become a national sport shoes. But he believes this is more popular shares "turbulence", "you have no way to grasp its context, and culture related to it, and thoughts about the young people."
Admittedly, Nike Air Max Tailwind 6 Homme this share turbulence let this American shoe brand in China has gained unprecedented popularity. However, the trend has come and gone, New Balance and more want to do is grab some can be combined with its own brand attributes of things in the "turbulence", followed by boot it.
New Balance attempt by a series of new ads, available to Chinese customers more about brand awareness, more in-depth development of the Chinese market. According to data provided by New Balance, Chinese people are exposed every day 500 advertising, how to disseminate to the viewer willingly become media brand, it is New Balance issues of concern. Eventually, New Balance brand information can easily choose naturally into the story line, but also lead to emotional Adidas Superstar Homme resonance of micro-film advertising.
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