|Marketing and advertising ideation
Marketing and advertising ideation
Through years of research and observation, we see sparkles of wisdom in consumer buzz. Not only can these insights be used in product feedback, but they also hold marketing ideation value for marketers and agencies. On the other hand, if a brand plans to seek inspiration from consumers, the first step is knowing the e-communities, online culture, netizens’ interests and ways to communicate, so as to ensure an effective social media communication.
Combing years of online community research with business practice with leading brands and agencies, we dig out IWOM value for marketing inspiration on “What to say” and “How to say”.
Nike: As a Key member of thr agency team behind Nike’s “Just Do It” open source marketing team (winner of numerous awards, including China Youth Marketing campaign of the year), CIC provided strategic and tactical intelligence throughout the campaign, including intelligence that led to the mobilization of thousands of university sports fans
Nike China (2009): While analyzing the e-communities for Nike, Baidu Tie Bar Sports Fan forums, a special symbol was found to be added to every conversation title, such as “||□◇LéBròń|” in James LeBron’s fan bar. Such symbols created by netizens show the respect and adoration of the forum members for their idol. Based on in-depth research, we found that these fans are very passionate and have a high degree of participation, which is a good target for Nike. CIC suggested Nike consider leveraging these unique symbols into their digital marketing communications. Nike took our suggestion, created a set of special banner ads which integrated the language for each sports spokesperson and customized it for every Baidu Tie Bar. The banner ads were well received by netizens, and saw a support rate from the fans of over 80%.
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