Marketing Strategy of Commercial Micro-Movie Advertising: A Case Study of Laodu

Abstract

With the development of new media and the change in consumer taste, consumers' interest in traditional advertising has decreased. The form of advertising has undergone tremendous changes. This paper highlights the importance of Micro-Movie in contemporary advertising and marketing and presents a case study of the marketing strategy used in LaoDu. Combining cinematic techniques and advertising campaigns, micro-movie advertising provides a condensed but powerful storytelling experience that can evoke emotional resonance and build brand image. However, only some companies can succeed with micro-movie advertising, as it requires balancing commercial objectives with artistic and educational values. The analysis of LaoDu demonstrates the effectiveness of its placement channel selection, narrative strategy, emotional marketing, senior marketing, and word-of-mouth marketing, offering inspiration and guidance for other brands' marketing efforts.