JD.com’s Double 11 promotion, how many jokes are hidden in it!

JD.com's Double 11 promotion focused on "cheap" and "good" shopping experience in a simple way, avoiding the complicated order-matching method. By cooperating with talk show actors, the advertisement was turned into a small theater, creating an immersive user experience, and the "cheap" mentality was strengthened through the clever integration of memes.

Apart from the Double 11 shopping festival of discounts and group buying, JD.com has taken a return to basics, freeing consumers from the need for complicated calculations.

The main feature is “cheap”, and it also has the attribute of “good”.

Not only is it different from other platforms in terms of the mentality of big promotions, but it is also unexpected in its communication path, with frequent jokes. It breaks the fourth wall, allowing the audience to immerse themselves in the scene and bring an explosive user experience.

01. Bring the advertisement to the small theater

JD.com’s Double 11 communication this time did not have a grand production nor a serious theme. Instead, it teamed up with talk show hosts to make a splash.

To this end, JD.com moved the advertisement into a small theater, which was different from the previous forms, and truly restored the scene of the talk show. Even through the screen, there was a feeling of being on the scene.

While brands are rushing to promote sales, JD.com is making the audience laugh first. It cleverly combines the benefits and the jokes, making the Double 11 promotion interesting in a witty way.

The comedy story of He Guangzhi buying a sofa has a sequel. This time, Guangzhi made up his mind to buy a branded sofa, but in order to make a profit, he turned the sofa into an all-purpose home appliance that serves as both a wardrobe and a desk.

Hulan complained about consumption traps, and this time it has been upgraded. The coupons for the Double 11 shopping festival have been a pain for young people for a long time. Faced with this situation, Hulan pointed out that if the discount is big enough, it is not a consumption trap, but a consumption pie, hahahaha.

After watching this series of Jingdong's communications, people who understand advertising know how deep the door is. It is not only in the form of a talk show, but also deeply explores the connection between content and products.

In the form of advertising + small theater, a new viewing experience was created, which cleverly combined the characteristics of each talk show host with the benefits of the product, just like the buff superposition of selling points and funny points, allowing the audience to have a stronger memory of the big sale.

02. Incorporate memes into the scene

The main theme of JD.com’s Double 11 promotion is “cheap”, and its communication strategy is to let users perceive it in a more multi-dimensional and three-dimensional way.

Just like the call back in a talk show, it allows the audience to feel the "cheapness" again, thereby enhancing their memory of JD.com's Double 11 being both cheap and good.

You will find that JD.com does not simply talk about the promotional benefits, but packages them into jokes and integrates them into specific life scenarios.

For example, when it comes to car maintenance and use, we found the comedy king Liu Yang. From the talk show stage to this money-saving theater, Liu Yang will continue to roll to the end.

When I drove out to buy milk powder for my child, the car ran out of gas. I couldn't help but sigh, "Cars and people are the only things that are hard to maintain." While making people laugh, it also touched on the pain points of car maintenance and use.

For example, as a comedic chef, Maodou created a "foodie character" in JD Supermarket. "Fish sentiment and fish reason", "bullfrog", "sheep appearance"... Each homophonic pun can randomly make a foodie drool.

Compared with direct advertising placement, JD.com turned the big sale into a brand new talk show text, which truly allows the audience to immerse themselves in the content and better establish the mindset of the big sale.

At this point in time, the competition is not only about creativity, but also about brand awareness.

To this end, JD.com not only expresses its strategy through words, but also integrates its strategy into life scenarios.

You will find that JD.com’s Double 11 promotion, while seemingly playing with memes, is actually using a funny way to silently implant the idea of ​​“cheap” into users’ mindsets.

There is no hard implantation, no repeated brainwashing, but joy is used to convey the mind and explosive jokes are used to strengthen memory. I have to say that JD.com’s Double 11 promotion is really advanced!