Mengxin's blog

What is your favorite sports brand? Air Jordan? Adidas? Nike? Under Armour? What kinds of factors will make you love a sports brand? Nike is a huge sports equipment company in US, and their products are very popular and famous, also, their strategies of brand monitoring and advertising are excellent, which all have a well illustration of Nike brand cultures&spirits (more than "Just do it")! We have to say those ads and brand monitoring strategies own most credits of the huge success of Nike. Let's check on some recent examples! Nike "NOTHING BEATS A LONDONER" campaign Nothing beats a Londoner Social Mention Nike released an advertising video called "NOTHING BEATS A LONDONER" in early February this year, which made a huge success in social media, until now, this video already had 7 million views on Youtube (4.6 million views in a week). Londoners, especially those young generation, all gave positive reflection to this commercial, eve...

Have you ever heard League of Legends ? League of Legends is an extreme popular MOBA video game, which is designed by Riot Games . League of Legends has over 60 million fans and players all over the world, and it is still getting better. People always are wondering why this game becomes so popular? Why so many people love Riot Games? And what is the key point of its success? After I read some points of Charlene Li and Josh Bernoff, I believe the great groundswell strategies of Riot Games could be a big reason. First, you brand is what your customers say it is (Groundswell, Charlene Li&Josh Bernoff). For a company, you need to know what your customers say about you, what they think about your brand, you need to listen to their opinions. Riot Games did it well, they started their brand monitoring very fast. At the very beginning of League of Legends, Riot sat an official forum for players to discuss about the game. If players met any problem, or they had any ideas about the game,...

NetEase Cloud Music Logo The singer you like most in this year The keyword of lyrics in this year Do you know how many songs you have listened during a year? Do you still remember which song you have listened over and over again in a day? You do not need trying to remember that, NetEase Cloud Music can help you to do that. NetEase Cloud Music is the No.2 music streaming platform in China , which has a very famous comments zone for users to communicate with each other. Besides that, NetEase Cloud Music has an annual music report function every year, which is also a very interesting branding campaign. Just like these questions I mentioned before, NetEase Cloud Music can record every single song that you have listened in this year. Through this annual music report, you can know some data like, how many times you have listened this song in this year, what kind of music you like most in this year, and what the key word in lyrics of these song is. In the first day in 201...

What is the most important thing to a social media application? Technologies? Cool design styles? No, it is the relationships. Technologies change rapidly, which also are not the point that we should focus on. First, what is groundswell?  Groundswell is "A social trend in which people use technologies to get the things they need from each other, rather than from traditional institutions like corporations". ( Groundswell, Charlene Li & Josh Bernoff ) So how to use groundswell to build your brand successfully? The principle is "concentrate on the relationships, not the technologies". But if you ignore the groundswell, it surely would crush your brand. For example, Acfun, which is the earliest living comments anime video site in China, but this company went bankrupt two days ago.  http://supchina.com/2018/02/02/acfun-a-pioneer-of-chinese-danmu-bullet-screens-cant-pay-its-bills/   The tragedy of Acfun could be a perfect example to explain the signif...