New Balance, Xin Wei, A Film Maker.

When you look at the tongue of Nike and Adidas, you may get used to them.

Vietnam made and made in Indonesia; suddenly realized that there was another brand that insisted on the brand factories and production lines in the United States and the United Kingdom, and experienced craftsmen in pursuit of quality and craftsmen making elaborate craftsmen, would they capture your heart in an instant?

New Balance is such a brand.

In the past year, a series of Microfilms launched by New Balance successfully captured the eyeballs of consumers and gained a good response in the market.

Last August, many people's social networks were painted by a film called "ingenuity".

According to the statistics of the background data, this movie reaches 1 million 300 thousand times in a month.

This is New Balance's digital marketing to promote the Anglo American production series.

One, NB shoes.

Microfilm

"Ingenuity" reached 1 million 300 thousand hits.

But other brands are also micro films, but they are full of overexposure to their own brands.

Jonathan Lee, a famous musician, worked with New Balance to perform his own lines and performances.

The whole movie takes "ingenuity" as the core, and Jonathan Lee focuses on carving the wooden guitar lens and craftsmen focus on shoemaking lenses alternately, connecting Jonathan Lee's own handmade guitar brand "Lee Guitars", and New Balance from European and American craftsmen's shoes.

"All life is always driven by some goodwill and obsession, so we are willing to listen to our inner arrangements and concentrate on doing something. At least we can afford the time."

With Jonathan Lee's slow narration, the realm he pursued and the craftsmanship spirit emphasized by the brand slowly presented itself to the audience, and successfully moved many people.

New Balance is also very good at labeling products of different series according to the design and positioning of products. From internet marketing to clothing design, personalized design is launched.

The 574 tricolor series is the hot sale in the New Balance leisure jogging series, which is the main market for young people.

In line with product positioning, New Balance has launched a series of micro films based on the theme of "never failing youth, just like 574 tricolor". It tells stories about love and friendship among young people.

The story, no matter from plot, originality or shooting technique, is very consistent with the appetite of young people.

These stories give the emotional value of "574" shoes and resonate the target consumers with the hero and heroine in the movie, so that New Balance seems to be a pair of shoes that accompany their youth.

Two, the NB shoe micro film "see how Wahson counterattacked Sherlock", which caused a lot of love topics, so that the situation of single dogs?

One of the two films released by Sherlock in May 2014 is about the love story of the young people in the micro film, which shows how to counter Sherlock.

Sherlock, an Intelligent Quotient, always exposes him from the clues of Wahson, which makes Wahson, who always wants to surprise Sherlock, is very helpless.

But at the most critical time, we thought that when Wahson was defeated by Sherlock, the story was reversed.

Wahson finally succeeded in winning the counter attack.

Wahson let his girlfriend Sherlock stand in front of the white wall in white clothes. The projector's images constantly change the clothes worn by the heroine Sherlock. At the same time, the shoes of Sherlock Balance on Sherlock's feet are always the same gray 574.

The film not only hits young consumers about love, but also highlights

The key to product compatibility is to stimulate consumers' impulse to buy.