User:Bsxz4/sandbox

Arc'teryx

Digital Marketing

Arc’teryx on Google+

Arc'teryx has more than 175,000 followers on Google+ and it is one of the most popular outdoor brands.

Arc'teryx's main digital marketing effects focus on exciting video content about their equipment by outdoor athletes in harsh conditions and remote areas. After the video was completed, Arc'teryx posted the videos on YouTube and made a web link on the Google+ profile page. Visitors from Google+ can click the link to convert the Arc'teryx profile page to a video page. At the same time, comments posted on Google+ will also go to the video page, everyone can see the comments on Google+ and YouTube about equipment together.

Many followers have learned more about Arc'teryx's equipment and promoted their desire to buy by watching video links and reviews from Google+.

VR experience in-store

Regardless of whether you are brave enough to ski, Arc'teryx hopes to bring a sense of skiing to its customers through a new in-store VR experience. The Cabin Magic, launched during the reopening of Arc'teryx's redesigned Montreal site, was created in partnership with Destination BC and the Northern British Columbia Tourism Association and placed customers in a remote rural ski lodge in British Columbia. Inspired by the German “gemütlichkeit” (describing the quiet feeling that people get in a secluded natural environment), the audience can not only actually go down the ski slope, but also experience the feeling inside the cabin, the water from the nearby stream, and the firewood oven. Cook and relax with friends at night. Jurgen Watts, Arc'teryx’s global digital marketing manager, said that the company’s marketing over the years has been centered around the story content of the ski resort, which is its core activity. However, it released videos and photo articles that allowed consumers to be deleted because they told stories about different people or ski locations. The immersive setting provides customers with the closest way to experience their skiing trips, especially for those who may not be able to experience in the mountains. Watts said: “This is the best way we can bring this feeling to the residents of the city where our store is located.” “As a brand, we know what we want to represent. Skiing in the wild may not be for everyone, but we think that The story can convey the content of our brand, perhaps it can encourage people to go outside and eventually do it for themselves.”

JD.com

Digital Marketing

Jingteng Plan

In 2015, JD.com and Tencent announced the launch of the “Jingteng Plan”, which will provide merchants with a complete solution to establish a brand and promote marketing effectiveness by linking JD.com consumption data with Tencent social data.

The operating model of the "Jingteng Plan" includes:

Accurate portraits. Based on Tencent’s huge social behavior data and JD’s huge shopping behavior data, the “Jingtan Plan” provides brand owners with more accurate target consumer groups and diverse marketing channels, helping brand merchants achieve more effective and accurate marketing.

Multidimensional scene. Based on the rich scenes of Tencent's social platforms and Jingdong's huge e-commerce sales platform, it effectively precipitates fan users and stimulates purchases in multidimensional scenarios in social media.

Quality experience. JD.com has always been committed to providing the best online shopping user experience and achieving better customer satisfaction with its brand connotation of "authentic low price and quality assurance" and the core concept of "customer first".

The "Jingteng Plan" has made significant progress in the following three major areas:

First, the fusion of massive data. Jingdong itself has nearly 170 million e-commerce users, and Tencent has the largest WeChat and mobile QQ users in China. It is a challenging project to integrate consumer behavior data and social data.

Second, the consumer behavior data and social data docking. The combination of the two will help solve the three core issues that brand manufacturers generally focus their attention on on marketing: precision crowd orientation, multi-dimensional user insight, and performance measurement analysis, which will bring practical solutions to digital marketing.

Third, the "Jingteng Plan" integrates three-dimensional marketing solutions for shopping and social data. “The precise orientation, closed-loop experience, user portraits, personalized creativity, unity of product and effect, and scientific measure of effectiveness” are the six major aspects of the “Jingteng Project”.

JD.com 618

June 18th each year is Anniversary. In whole June, JD.com will launch a series of large-scale promotions to celebrate the anniversary, of which June 18th is the day with the most promotion.

In 2015, the activity of “Jingdong 618” put the hand-painted “One-hundred-man Long Views” on the line, and promptly in launching the “All-people-seeking 618” interactive game. The rule of the game is that, as long as the specified number of digits “618” is found in the long map within a specified time, it can challenge success and get more discount on online shopping. This game brings deep experience to consumers and also attracts more consumers to shopping online through “618” celebration.