Author | Yang Yang (Top Advertising Writer)
Source | Top Advertising (ID: idea1408)
Yang Kasa has a new endorsement.
Recently, Bulgari officially announced that Yang Kasa has become the spokesperson of the "Divas' Dream" series of jewelry, and has put on two fashion blockbusters, giving women star-like treatment and noodles.
In the picture, Yang Kasa holds his arm as a thinking posture, his eyes are like a torch, and his intellectual temperament is full of hands and feet, which complements the elegant luxury brand. It is difficult to think of this as the sharp-tongued Yang Kasa.
As soon as this official announcement was released, it attracted widespread attention from netizens.
However, unlike the previous wave of mass boycotts, this time the cooperation between Yang Kasa and Bulgari has received rave reviews.
"Bulgari is so discerning"
"Choose Yang Kasa, the female market is stable"
"Turning the poll to Bulgari Road"
"Bulgari's advertising slogan is very careful"
From the customer group to the brand style, to the publicity of the copywriting, netizens all exaggerated, and the praise occupied the comment area of Bulgari. It can be seen that netizens recognize and support this cooperation.
However, some people have also questioned why two seemingly contradictory images collide with a noble and elegant luxury, the other is the center of the controversial topic.
We know that brands choose spokespersons, in the final analysis, to serve the product.
Pay attention to the fit between the brand and the spokesperson, and excavate the common characteristics of the spokesperson and the product to empower the brand, in order to harvest the chemical reaction of 1+1>2.
The product concept behind bulgari Divas' Dream is, in my opinion, the "red line" that has led to the successful holding of the two.
The main connotation of these earrings is to release the power of women, which coincides with the label represented by Yang Kasa who dares to speak for the female group.
For Yang Kasa's followers, Yang Kasa's spit passage is the most vocal expression of female attitude, and Yang Kasa himself is synonymous with interpreting female power.
For this reason, Bulgari describes Yang Kasa as a "sonorous rose that never fades".
The implication is to praise this valuable quality that can still maintain its true color in the whirlpool of public opinion, which is in line with the brand values that Bulgari has long shaped.
When Yang Kasa met Bulgari, it was inevitable to sigh that Yang Kasa finally found the right brand!
Since becoming famous last year with the "Pu Butin" golden sentence, Yang Kasa has been active in the public eye. As she said in her elimination speech at the fourth season talk show conference, "Must the talk show king have to be the first place?" It can also be the reddest one! ” 。
There is no doubt that Yang Kasa is the most popular stand-up comedian in recent years, and the most special one, combining slander and praise.
This extreme sense of separation is vividly reflected in the brand endorsement.
Looking back at Yang Kasa's brand endorsement road, I would like to call it a large-scale documentary "sister riding the wind and waves".
When Yang Kasa tried to get rid of the program to seek personal business value realization, he was involved in the gender issue war in advertising and marketing, and repeatedly lost battles.
In March this year, the Great Wall invited Wang Jianguo and Yang Kasa, who performed well in the "Spit Conference", to promote the new car, which caused user dissatisfaction.
Some even suspect that the marketing department of the Great Wall has infiltrated the BEIC undercover and is puzzled.
However, the Great Wall endorsement storm has little impact, and Yang Kasa can still be seen in the Great Wall official blog.
The real sense of Yang Kasa endorsement that suffered waterloo was the Intel incident.
Large-scale male user boycott, female user solidarity, in an uncontrollable "gender confrontation" scolding war, Yang Kasa's propaganda message was finally taken down, Intel lost both.
"Men's Wardrobe" Heilan Home filmed an advertisement for Yang Kasa, angering user complaints.
Jingdong x Jindian live broadcast event, a large number of men reported Yang Kasa as a "bad artist".
Procter & Gamble Protects Shu Bao and withdraws the business information after inviting Yang Kasa to bring the goods live.
Such incidents, as well as Xiaopeng Motors, and the "Mercedes-Benz endorsement" that made a fuss some time ago.
The brands that cooperate with Yang Kasa almost all end in publicity or apologies, and the negative storms caused by them have been non-stop for a long time, causing immeasurable damage to the brand image.
Moreover, looking at the above failure cases, there are also factors that are opposed between Yang Kasa and the brand user group.
Like Intel, Xiaopeng Automobile, and Heilan Home, they continue to borrow the gender controversy remarks in Yang Kasa's program in the publicity copy, which is divorced from the entertainment background of the program, and it is easy to produce ambiguity that refers to Sang Andhuai.
The natural topic heat that comes with Yang Kasa can indeed bring huge traffic exposure to the brand, but the risk control cannot be ignored. The cooperation between Bulgari and Yang Kasa this time is a demonstration case.
It turns out that brand endorsements are not right or wrong, only suitable or not.
I hope that Yang Kasa and the brand can find a suitable partner for each other.