Every year, the brand's marketing creativity begins to shift to the route of heart and warmth. After all, in this era of emotional consumption, retaining users depends on "induction".
Playing the warm card to make tears is indeed more secure, it can touch the softest place in people's hearts, and it is easy to resonate. But now that consumer emotions are flooded with content, users have long been desensitized to excellent marketing content.
If you want to impress users, either start from their true feelings, or change the way the content is expressed, and interpret the emotions in a form that is more acceptable to the target users. Just as Huawei Browser recently launched a new advertisement, through the trump card of emotional marketing, it has achieved a deep emotional link with users.
How to fix Dad's bug
Huawei Browser gives the answer
With the use of smart phones by middle-aged and elderly people, they have also begun to catch up with the new trend, sending circles of friends to bask in life, reading various information on the Internet, and shooting short videos have become a force that cannot be underestimated on social platforms...
For young people, it is a good thing that parents use smart phones to keep up with the pace of the times, but at the same time, it also produces a lot of "troubles".
I believe that everyone has received the experience of parents fancy sharing, when eating breakfast, parents sent "drinking soy milk caused breast cancer" health link, before going to bed when brushing mobile phones parents sent "young people eye cancer increased by 30%!" Look at the phone after turning off the lights will go blind" article ...
Especially in the circle of friends of parents and relatives, various health rumors make people feel that the whole world is not good. Although behind the rumors of parents is the lack of ability to identify online information, in the final analysis, it is still the concern for their children.
However, this kind of concern, because of the mixed channel information, full of superstitions and rumors, has become a "bug" that makes children feel helpless. How to protect the love and concern of parents for their children, Huawei Browser gives the answer through the short video "My Dad's Bug":
The image of the father in the short film is actually not strange, almost the appearance of most parents in real life, like to forward sensational rumors, spam information, and instill in their children with the attitude of "rather believe in their existence, not trust their nothing", so that their children are both helpless and worried.
And the encounter of the male protagonist Wang Dashan in the short film is also a common experience of the majority of young people, eating a grape is scared by the "eating seedless grapes without children" shared by his father, eating a meal is intimidated by "stomach disease culprits eat and drink water", before going to bed, the mobile phone will be scared by the "danger of looking at the mobile phone before going to bed" and the hands are shaking...
While Dashan was embarrassed to complain to his girlfriend because of his father's various bug-like concerns, he was forced to accept his father's spam information of "hitting the tree for 30 minutes a day, extending his life by half an hour", Dashan wanted to try to correct his father, hysterical about the mobile phone, "all are lies and rumors", but the father insisted on his opinion with the concept of "everyone is forwarding, how can it be fake" and "prefer to believe that it has, not to believe in its nothing", until the mobile phone is broken on the way to the tree.
The smashing of the mobile phone screen also became a turning point in the whole story, and the son gave his spare machine to his father and taught his father to use the "Huawei browser" to read the news. Dads who use Huawei browsers to surf the Internet no longer see all kinds of garbage articles and information, and the information shared with his son is also the "latest reward policy for two children and three children, three actions to prevent cervical spondylosis" and other scientific and accurate information that is really useful to children.
In this process, Huawei Browser not only solves the problem of children suffering from being harassed by parents' spam messages, but also allows parents to find the correct source of their children's love, and also provides the best answer to the question of "how to protect parents' love and concern for their children".
Accurate user insights
Arouse the emotional resonance of the public
It is not difficult to find that the short film of Huawei Browser seems to tell a ridiculous story, but in fact, it is a novel way to play the trump card of father's love marketing.
Father love marketing has become commonplace, especially in recent years, focusing on the relationship between parents and children of two generations or taking father's love as the starting point, for the brand, it is like a common thing.
In the environment of fatherly marketing, it is not easy for brands to shoot a popular advertisement. But as long as the story content is clichéd, father's love marketing is easy to become the brand's "self-moving", which can neither impress consumers, nor can the emotion be extended to the product, and the brand effect of product and emotion cannot be achieved.
The cleverness of Huawei's browser operation this time lies in the fact that accurate user insights have resonated with the public.
On social networks, young people's spit on their parents' rumors is overwhelming, but few brands really apply this phenomenon to advertising and marketing content, which leads to this phenomenon, probably because few brands can combine this phenomenon with their own brands, on the other hand, it is difficult to tap the deep connotation behind the phenomenon.
As a mobile browser service brand, Huawei browser itself is closely related to the security of browsing information, it can be said that the creative basis of this story is actually based on the security of Huawei browser, so it is also very reasonable to focus on the phenomenon of parents and elders believing rumors.
At the same time, although the focus is on the phenomenon of parents believing rumors, it is essentially based on a precise insight into the current situation of parents' concern for their children.
Just like the father in the short film, when he was questioned by his son after breaking the mobile phone, he only said lightly, "Sending you those is to give you a wake-up call", because out of concern for the son, whether it is true or false, but where there is a possibility of endangering the son's health or being conducive to health, the father wants to tell the son at the first time and give him a wake-up call.
Huawei browser from the user's emotional needs, the deep and delicate father's love to show vividly, poke the audience's emotional needs, easy to trigger the resonance of young people's hearts, to achieve the effect of emotional moving, when the user is mobilized positive emotions, it is more likely to be put into action for parents to download Huawei browser, to achieve the effect of moisturizing and silent.
Sublimate the product into an emotional symbol
Convey a brand image with temperature
What does a good emotional commercial look like? In addition to the story to appear real and close to life, it is also necessary to implement emotional marketing on products and brands, just like Huawei Browser.
Looking at the creative performance and plot conception of the entire short film, not only the twist and climax of the advertising plot are set in place, the ending can also be thought-provoking, and the characteristics of the product focus on the father-son relationship and directly contact the minds of consumers.
In this process, Huawei Browser has deliberately built the product into an important prop for maintaining emotions and expressing concern between two generations, so that the product has become a bridge of communication between parents and children, so that it has successfully transformed into a cold Internet tool of the browser and sublimated into a symbol of emotional communication.
Huawei Browser closely combines the relationship between father and son with the tonality of the product, alludes to the film, triggers emotional resonance on the basis of triggering consumer emotions, effectively narrows the distance with consumers, conveys the humanistic care of the brand, and successfully shapes a brand image with "temperature".
In the process of overall marketing, Huawei Browser has played this "emotional card" vividly and vividly, and at the same time, with its excellent product security system, it has set a new example for other brands in the same industry. From this point of view, the emotional marketing of Huawei browser is undoubtedly used successfully.