In July this year, the "double reduction" policy was officially introduced, and children were able to get rid of the heavy extracurricular tuition and breathe a little relief. After reducing a certain burden, parents are caught in a new round of anxiety, without extracurricular training, who will tutor their children's additional studies? After less homework, how to use the free time effectively? New problems are being faced with parents.
Mother and baby parenting head blogger "Rice Cake Mom" accurately attacked, with the self-made micro-variety show "Cake Mother's Crazy Weekend" to try to give his own answer. This micro-variety show was launched online on November 10, and as of the day the last issue was launched, the five programs had been broadcast more than 40 million times across the platform. After the program was broadcast, it triggered netizens to reflect on the way of parenting, and the topics #Crazy Weekend of Cake Mom's Home# and #100 Ways to Walk The Weekend Were widely discussed, and the topic discussion exceeded 100 million times during the broadcast. On the closing day, the topic #Don't raise children in the fish tank initiated by the @rice cake mother Weibo account became a hot topic on Weibo that day, reaching the 19th place in the Weibo topic hot search list and reading nearly 50 million times.
Content is king, create a different answer to parenting
Vertical content track, content is the most core means. On all platforms, including short video platforms represented by Douyin and Kuaishou, content trends are becoming more and more vertically subdivided. Users and platforms are also "evolving" at the same time, and vertical, in-depth video content is very popular.
Since 2014, "Rice Cake Mom" has gradually become a mother and baby vertical head creator with more than 30 million fans on the whole network by virtue of the quality and quantity of her creations in the field of maternal and infant knowledge content.
The micro-variety show "Crazy Weekend of Cake Mother's House" is also based on high-quality content as a starting point, positioned in the outdoor tourism family parent-child experience reality show, integrating the three elements of parenting, science and public welfare. The parenting content is marked on the canvas of "Cake Mother's Crazy Weekend", the popular science content further highlights the true color, and the public welfare content adds a bright color to the variety show.
The inspiration for the "Crazy Weekend of the Cake Mother's Family" variety show is the concept of the "Weekend Crazy Day" of the Cake Mother's family, that is, not to go to the cram school, the cake mother, the cake father with rice cake and the cake, whether it is a scientific experiment or a labor experience, whether indoor or outdoor, all enjoy the fun, crazy play for a day. And "Crazy Weekend at Cake Mom's House" is an upgraded version of "Weekend Crazy Day".
"Crazy Weekend at Cake Mom's House" advocates parents to take a step back through travel, so that children try to observe and explore the outside world by themselves, try to plan a trip by themselves, and try to solve problems by themselves. "Crazy Day" promotes the formation of good habits from other laws to self-discipline, and gradually cultivates the child's inner self-driving force, and finally realizes the child's self-growth, rather than becoming a "mature generation" and truly escorting the child's future.
Finally, in the eyes of the cake mother, the best education is high-quality companionship.
"The Crazy Weekend of the Cake Mother's Family" intuitively expresses the "high-quality companionship" of the Cake Family - emphasizing the quality of companionship rather than the length of time lies in seeing the needs of children and growing up together with children. Parents should crouch down and see the world with their children, let the children boldly say their true thoughts, and they create a good memory and establish a common emotional link together in a relatively closed time and space.
Under the brand mission of continuously improving the social parenting cognition and nurturing environment, from the first article published on the public account, "Reading Notes of the Sleep Bible" to "Crazy Weekend of cake mother's family", no matter what kind of content form, "rice cake mother" has always been based on "mother", paying attention to the practical needs of every parent, leading everyone to realize their own growth and value. The "Crazy Weekend of Cake Mother's House" exports the concept of "Crazy Weekend" to parents in a more entertaining and intimate way, and makes a new solution for parenting, which is a micro-variety work with practical significance and social significance.
Break through the content form and help BUILD IP brands
Pioneering the field of variety shows is becoming a new way for players on vertical tracks to break the game. This year's double 11, under the atmosphere of many industry people and the media singing and declining, Li Jiaqi took the self-made micro-variety show "Offer of All Girls" to really pull into the distance with all girls and achieve a reversal.
Mochi mom also seized this opportunity, in the IP shaping, break another attitude and method of short video, open up a micro-variety road "Cake Mom's Crazy Weekend", break through the existing content form in the "Mochi Mom" IP. In such a large media environment, spending a lot of energy and financial resources to produce a micro-variety show for outdoor travel, this confidence also stems from the "rice cake mother" in 2020's attempt at VLOG. Northwest self-driving tour, Sanya vacation, ski play, outdoor travel VLOG is not only loved by fans, but also favored by mother and baby brands, more and more mother and baby brands with the help of "rice cake mother" to reach consumers.
"Crazy Weekend at Cake Mom's House" is a new form of product that expands the boundaries of content and business, and completes a deeper commercialization.
There is a content control team to ensure that the program outputs social topics; there is a complete video planning, shooting, and post-production chain to make the program wonderful and interesting; mature traffic channel delivery experience has enabled the program to obtain good results on multiple platforms. "Cake Mom's Crazy Weekend" brings together mature content creation methodologies and commercialization experience, so that the IP wings of "Mochi Mom" are becoming more and more plump, and the long-term value of the brand is extended.
Taking daily life as the scene, extending more parent-child lifestyle into IP content, and showing the life image of cake mothers outside of professional personnel, is the "rice cake mother" in progress. There is still a lot to explore around the role of "mom" such as self-made micro-movies, brand co-brand products, and private labels. While paying attention to parenting, "rice cake mothers" are also more concerned about the development of mothers as women themselves, helping more women to improve themselves while being mothers. In the future, I also look forward to more parenting concepts entering tens of millions of families through "rice cake mothers".