To promote client’s product, there is no way more persuasive than having real users to explain the advantages/usage. I remember when I was working in a public relation agency, we always suggested our clients to look for real cases to promote its service/products. Especially for those IT brands, instead of using limitless words to explain how useful or powerful the new device can bring to the users, it’s better to illustrate the usage of the device by showing how real user has applied it to his daily life/production process.
Recently I have moved to a digital marketing agency, the scope of work is a little bit different from my previous PR job, while there is still one key task I have to accomplish, which is to help my client promote its product/service to the market. The only difference is the mean that I would use. In the past, I may line up traditional media to help promote client’s product, while for the time being I can make use of any tools available in digital world, including viral videos. Definitely making viral video has much more fun than coordinating an interview with IT magazine. Rather than directly telling reader/audience how good the product is, we can create some funny scenario to make the stories less boring.
Here is an example by Samsung. It lined up with Walt Disney to promote both its Galaxy Note 2 and the recent animation “Wreck-It Ralph”. This time Samsung invited the director of “Wreck-It Ralph” – Rich Moore to demonstrate how Galaxy Note 2 helps him manage his daily life. Regardless of Wreck-It Ralph, he is also well-known as the director for the series of “Simpsons” animation
This viral video adopts a petty funny approach to demonstrate how Rich Moore used Galaxy Note 2. With this “powerful” mobile, Rich can do multi-tasking efficiently, even though he made some silly mistakes at last. But anyway, the key messages this video wanna deliver are the multi-masking function, impressive display as well as the Quick Commend function, which are definitely better to be told by merely using texts. Samsung does make the right channel to sell its product.
Although Samsung is not the client of my current company, I cannot neglect its massive marketing strategy did accomplish its goal successfully. Last year it invited James Franco to feature a series of online comedies, Samsung now cooperates with Walt Disney to highlight its Galaxy Note 2′s powerful functions. I believe there is no other competitor can do so, and that’s why it successfully takes over Nokia as the leading mobile brand in the market .