“Ah? You are Daniel Wu, so who am I? ” Stop it, Azu.
it’s all Jackie Chan out there.
” A few days ago, SAIC Audi official announced Wu Yanzu as the brand spokesman.
I saw a group of netizens playing with Wu Yanzu.
Although it has long been common for car companies to find stars as spokesmen, how Azu has great charm, whether it is the handsome face of the old man or the Internet Terrier in the movie “New Police Story”, SAIC Audi’s official announcement has attracted a lot of attention.
It is not only SAIC Audi, but it has become the norm for car companies to find stars and online celebrities as endorsements in recent years.
In 2020, Hua Chenyu boarded the Volvo booth and brushed the screen at the Guangzhou Auto Show.
In 2021, Jay Chou endorsed R cars.
Even if he did not show up at the auto show, its surrounding products still attracted many fans to clock in.
In 2022, North and South Audi respectively invited Xiao Zhan and Wang Yibo to endorse each other, giving fans another platform to face each other.
This year, even crosstalk actor Yu Qian “Uncle Yu” was hired by BMW to endorse MINI COOPER.,. Obviously, there is nothing wrong with car companies looking for spokesmen.
Endorsements, especially celebrity endorsements, can bring traffic to car companies, thus increasing the attention and identity of brands and models, just like finding yourself clothes that reflect your status, a pair of shoes that fit, and a fashion item.
Can help you drive to a better future.
However, finding a spokesman is also a technical job, and if you can find the right one, it will naturally become a boost to the improvement of the brand and the recognition of users.
finding those who are not suitable or even easily “collapse houses” and “roll over” may not only become a laughingstock of the industry and a negative example for the marketing circle, but also affect the image of the brand in the hearts of consumers and become a resistance to brand development.
Oh, they won, “94.
5 points, Gu Ailing reversed to win the championship!” On February 8, 2022, “talented girl” Gu Ailing completed a counterattack through a 1620 rotation that women had never completed in the freestyle skiing platform final at the Winter Olympic Games.
For a time, Gu Ailing dominated the headlines of almost all news APP by swiping the screen.
Weibo searched for more than 40 of the 50 terms related to it, and all of the top 10 were included.
Behind the traffic is the commercial value that floats all the way.
By that time, Gu Ailing’s value had risen to nearly $2 million, and Weibo counted that she had more than 20 brand endorsements, including the car brand Cadillac.
As early as September 2021, Cadillac signed an endorsement contract with Gu Ailing and became the brand spokesman of Cadillac, from CT4, CT5 and CT6 of the car series to XT4, XT5 and XT6 of the SUV series, and even the new energy car LYRIQ.
With the popularity of Gu Ailing rising, Cadillac’s own marketing team began to build momentum, and the official WeChat account and Wechat moments were filled with copywriting, which was the envy of other brands’ public relations teams.
During that time, many people in the industry thought, “Cadillac won by spending a little money to do great things.
” Yes, if this contract had been signed after Gu Ailing won the gold medal, I am afraid the price would have been several times or even dozens of times higher, and it would be better to sign a contract than to sign it.
and if it had not been signed by Gu Ailing, Cadillac would not have taken advantage of the marketing opportunity to successfully eat the traffic of the 2022 Winter Olympic Games.
From discerning people to finding a suitable spokesman, to taking advantage of the popularity of the Winter Olympic Games to further establish a brand reputation with the help of Gu Ailing to win the championship, not only let consumers deepen their understanding of the Cadillac brand, but also maintain the stickiness of Cadillac users, this multi-dimensional winning face is naturally “win hemp”.
Another endorsement that impressed me most was that Volvo chose Luo Xiang, a Pufa man with a wide audience, as his spokesman.
At that time, Luo Xiang succeeded in getting out of the circle with his professional knowledge, humorous painting style and approachable examples.
he attracted 2 million fans in 10 days, and CCTV took 16 minutes to introduce him, which was as influential as Dong Yuhui later.
Through the legal knowledge and Internet influence of “extrajudicial fanatic Zhang San” , successfully linked Volvo brand image with “safety”, and formed a good brand image.
In the author’s opinion, this perfect embedding of brand image is quite successful.
If you emphasize comfort, find a spokesman of the business elite type to endorse the brand.
if you emphasize sports, find a group of athletes to endorse the brand.
In short, a spokesman in line with the brand image is an important factor in the success of marketing.
However, for car companies, not every choice is successful, especially with the rise of the Internet era, looking for spokesmen, especially entertainment stars, cases of “collapsed houses” are everywhere, and the probability of “turning over” is getting higher and higher.
And with the negative impact of the spokesman, the brand it represents will also encounter verbal criticism, focusing on a plain and ignorant face.
Oh, they lost badly, “this is the fastest termination I have ever seen.
” In December 2021, Dongfeng Infiniti QX60 was pre-sold in Guangzhou, and Wang Leehom came to the scene as the spokesman of Infiniti brand.
More than 30 hours later, the endorsement came to an end.
The reason is that Wang Leehom announced that he had divorced, but only a day after the release of QX60, his ex-wife Li Lianglei exposed a number of bad deeds of Wang Leehom.
Affected by this, Infiniti avoided “calamity to the pond fish” and announced the termination of the contract with Wang Leehom, making Wang Leehom a “spokesperson for Japanese cars” with only one day to endorse the new car.
For Infiniti, it was already experiencing bad development at that time, and in particular, it needed more market attention in order to pry potential consumption.
This typical marketing method, the starting point is good, but good intentions do bad things, the negative news of traffic stars may have an unexpected negative impact on the brand at any time.
After all, in the Internet age, no one dares to take risks.
In fact, not long before this incident, Porsche China also got to know him because of Wu Yifan’s negative incident, and Rolls-Royce finally went offline because it invited controversial online celebrities to endorse and promote it.
In other words, car companies choose star endorsements, in which the risks need to be borne by the car companies themselves.
Chevrolet is definitely on the list of the worst cheats that have been cheated by spokesmen in recent years.
In 2014, actor Ke Zhendong, who became famous with “the Girls we chased together”, became the spokesman of Chevrolet Chuangku in China, and as Ke Zhendong was arrested for taking drugs, Chevrolet Chuangku advertising campaignAffected.
Of course, Chevrolet did not choose to bear this “sadness” alone, but immediately filed a claim against Ke Zhendong, standing on the opposite side of the spokesperson.
Although the impact of finding a spokesperson is mixed, from the perspective of sales volume, celebrity endorsements have little to do with product sales.
There is no need to question Jay Chou’s popularity, and the sales of the R cars he endorses have never increased.
when Lu Han was at his peak, he endorses the Volkswagen Beetle, which did not bring about significant sales improvement.
actor Wang Kai endorses the DS brand, but DS sales are still declining, and now even the brand has become “tall” in the Chinese market.
Obviously, good spokespersons bring help to the brand, and bad spokespersons bring resistance to the brand.
But in the final analysis, the spokesperson’s advertising message only increases the exposure of the product.
This is only a success or failure at the marketing level.
As for whether it can effectively drive sales growth, there is no clear conversion rate yet.
After all, cars are a major consumer good, and consumers will not support idols like fans buying cheap peripherals.
After conducting a small sample survey, the author found that more than one friend had told me,”I love my idol very much and I support him, but I will not buy a car from that brand just for his endorsement.
“, Because this group of fans are also potential car buyers, they still focus on product quality, brand power and after-sales service when buying a car, and marketing represented by celebrity endorsements can only play a supporting role.
From this point of view, Li Xiang, who is not interested in asking celebrities to endorse, seems to express himself more bluntly.
He believes that “car owners are the best spokespersons.
” Li Xiang’s words were very beautiful, which allowed the ideal car that didn’t pay for celebrity endorsements to enter the hearts of consumers in a more “smart” way.
Previously, some netizens found out that Hu Ge was speaking for Wuling.
The reference price for the appearance fee was more than 1 million yuan, and the endorsement fee (the portrait photo authorized to be quoted for two years) was 26 million yuan/two years.
Although the authenticity of the news remains to be explored, it also explains the problem, that is, it is really expensive to hire celebrity endorsements.
However, with so much money, it will not only not boost sales growth, but it will not even be able to consume traffic this year.
If you don’t believe it, look at this year’s Beijing Auto Show.
Many stars came to the platform, but everyone still went to see Jun ‘er and the Red Cult Master.
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