Deep Sound Original · The author | Zu Yang
2021 has come to an end, and it is time for year-end summaries.
In this era when wine is also afraid of deep alleys, marketing strategies that can directly hit people's hearts and have significant long-tail effects are always worth reviewing, analyzing and interpreting. For example, the Mi Xue Ice City advertising song, just a few lyrics once became the "traffic headlines" of major social platforms; Jiang Xiaobai released 100 statements in a row, narrowing the distance with consumers in self-deprecating and humorous language.
In fact, in the marketing cases that can set off a boom every year, there are few names in the 3C home appliance category, including when the marketing of 3C home appliances is mentioned, and more people's first impression is "price war".
In fact, more and more home appliance brands are now realizing that the endless "price involution" is the consumption of the entire industry, in addition to improving the cost performance and competitiveness of products, brand owners are beginning to seek longer-term and healthy marketing methods.
The higher customer unit price, lower repurchase rate, and longer decision-making period are the three mountains that are difficult to cross in the marketing of the 3C home appliance category, especially after the decline of the Internet dividend, the cost of customer acquisition is increasing, the marketing that purely relies on the volume of sound has long been invalid, and finding new marketing has become an important issue for 3C home appliance brands.
Combined punches that continue to penetrate the mind
Marketing has a way, attack the heart. It is not difficult for 3C home appliance brands to find new marketing increments, but they need to deeply understand the differentiated consumer psychology of the audience, and then create an immersive communication strategy that reaches, plants grass and transforms the whole link.
In view of the consumption characteristics of higher customer unit price, lower repurchase rate and longer decision-making period, 3C home appliance category marketing should pay special attention to three links:
The first is to strengthen consumers' initial perception of the brand, and to expand the brand volume in a wider range of marketing and break through the user circle;
The second is the planting of grass for potential consumer groups, combined with the current content consumption environment, which can use the popular science, actual measurement, and unboxing videos of talents to infiltrate consumer minds;
Finally, for the stalwarts of society with stronger spending power, it is necessary to elaborate in more detail on the advantages of technology and products, implant brand concepts, and promote consumption decisions.
This link is not complicated, but it is easier said than done, and every detail of the platform ecology fit, the selection of talents, the design of content, and every detail will affect the final transformation effect.
In August 2021, Dyson's customized IP marketing at Watermelon Video was an example of how the above links were properly executed. At the end of the year, the case of Dyson and Watermelon Video can provide a methodology for more 3C home appliance brands in the marketing layout of the new year.
Specifically, Dyson's gameplay can be disassembled into three steps.
The first step is to join hands with watermelon video head masters to customize video relay communication, covering people in different circles in many fields.
At the beginning, Dyson chose the watermelon video head of 7.26 million fans, "Model Master Lao Yuan'er", to drive the topic heat. "Modeler Lao Yuan'er" created a model video of "dust you don't run", taking "dust removal four noes" as the starting point to tell the harm of dust and the method of efficient dust removal. Break consumers' previous cleaning misunderstandings and strengthen the image of Dyson's "dust expert".
At the end of the video, "Model Master Lao Yuan'er" shouted to fly captain, Wang Shibugong and other different talents to release relay videos, which warmed up for the follow-up PUGC content. The entry perspective of PUGC content is the pet population, parent-child family, and quality life suitor, which is also in line with Dyson's target user group. In the relay video, the 5 masters respectively practiced life scenes such as unboxing and evaluation, and undertook the "four noes" rule of dust removal shown by the "model master Lao Yuan'er" in the video, reaching potential consumer users in multiple circles.
Modeler Lao Yuan'er launched a challenge activity
In the second step, the platform launched the China Video Solicitation Contest to attract more PUGC content to participate and further diffuse IP influence.
For example, the head master "Captain Han", who has 9.8 million fans on the watermelon video, participated in the activity submission, as a senior explorer, diving instructor, and gourmet, in the submission video of the "Dust Removal Challenge", "Captain Han" differentiatedly presented the side of doing housework with his daughter with dyson vacuum cleaners, so that the immersive scene shooting intuitively showed the advantages of the product while bringing freshness to the audience, thereby enhancing the user's willingness to buy.
Captain Han's differentiated scene-based interpretation
The third step, driven by multi-terminal resources, opens up the two ends of medium and short videos, and amplifies the value of the in-depth content of medium and video.
This Dyson marketing campaign is a cross-terminal linkage cooperation with watermelon video as the core. By linking the wonderful content anchor points in the Douyin short video to the watermelon video, the value of the deep content of the watermelon video is magnified, so that consumers can change from "fragmented content to understand the product" to "understand the brand culture, spiritual core, and use feelings", giving the brand a deeper value transmission.
In the end, the overall exposure of the event exceeded 400 million, and the total number of videos played exceeded 100 million times.
Reviewing this marketing case, its success lies in the full understanding and activation of the 3C home appliance consumption link. Through the "three-step strategy" to revitalize watermelon video and other platform traffic, effectively break the circle to reach more potential consumers; and fully mobilize the watermelon video with high brand compatibility, with a sense of life and technology video content, so that users feel the value of the product.
Three ends open screen, full coverage
Compared with short videos, 1-30 minutes of video length can tell the story content in more depth, in this communication case, watermelon video as a carrier of in-depth scene content such as evaluating grass interviews, the head master has a more professionalism that fits the brand tone, further explaining Dyson's scientific and technological strength and brand philosophy.
Establish a talent matrix to maximize the marketing effect of "dust removal four noes" content
Medium video, a new front for content marketing
If dyson and watermelon video's marketing play is to create a new paradigm of medium video marketing, then the xiaomi brand is to see watermelon video as a long-term position for content marketing.
Monthly new product release, Xiaomi will achieve high-frequency "brush face" in the watermelon video this big marketing scene, from the Vlogger who records life, the decathlon sports master to the science popularization expert who outputs dry goods, Xiaomi continues to cooperate with diversified watermelon video masters to continuously stimulate user interest in in-depth user life scenes and professional perspectives; its cooperative products have both smart home appliances that improve the quality of life, and have rich entertainment life of scientific and technological goodies, which is also to a certain extent with the watermelon video "life force" and " The sense of technology " combines the platform attributes.
High quality talents grow grass in a fancy way
In the next step, Watermelon Video will launch the "Brand Please Advise - Chinese Video Marketing Creation Camp" activity, which aims to link brands and creators to create and communicate content through online live broadcasts, offline salons, national challenges and other forms. On January 8, the Xiaomi Ecological Chain Mijia brand will be invited as the first phase of the brand owner, with the help of live broadcast form to conduct in-depth exchanges and collisions with The creators of China Video. In the long run, this project can make Watermelon Video a communication "bridge" between creators and brand owners, and jointly explore more and richer marketing methods.
In fact, from the marketing strategies and gameplay of Dyson and Xiaomi's two different market positioning, it can be seen that the carrier of China Video has a great fit with the marketing logic of 3C home appliances.
According to the "White Paper on The Marketing Trend of Chinese Video", the proportion of people aged 25-40 who watch Chinese video is close to 70%, and it is the backbone of society, with high consumption power, the pursuit of high quality and exquisite life, and will pay for interest, which is also the core audience of the 3C home appliance category.
When such users watch videos, they will pay more attention to the acquisition of knowledge, which is also a good time for brands to achieve deep and natural dialogue with users and promote consumption decisions. Brands in the "knowledge" content of the high concentration of the video platform, not only can choose to put the quality of life assessment content, but also can choose to interpret the new technology, new products and brand concept of the content, which is also consistent with the communication attributes of 3C home appliances.
Xu Jia, general manager of the marketing market of the huge engine, once said that China Video is not a fresh content form from the perspective of marketing, but under the framework of fragmented content video, 60% of users have already experienced video in depth, which shows that China Video has evolved into an increasingly marketing value carrier in the development of video scenes.
Image source "White Paper on Video Marketing Trends in China"
As the first player in the video field, Watermelon Video has established advantages in terms of talent resources, content value, and marketing ecology, and the customized IP case of Dyson's "dust removal four noes" is the embodiment of the collection of these advantages. This successful sample also provides reference value for the 3C home appliance category to break through the marketing pain points, in addition to the 3C home appliance category, its advantages and experience can also be reused to the entire mass consumer industry.
In terms of talent resources, as early as August 2020, the number of monthly active creators of watermelon video has reached 3.2 million, and nearly 400 creators have an annual income of more than one million; in June last year, watermelon video, together with Douyin and Today's headlines, launched the "China Video Partner Program", creators can get traffic and revenue from three platforms after joining, the launch of this plan effectively alleviated the dilemma of creators "difficult to monetize", and also attracted more new creators to join. It is understood that as of October 2021, the number of applicants for the China Video Partner Program has exceeded 9 million. Nowadays, on watermelon videos, you can see creators in different fields and different circles such as food, evaluation, science, and parenting who are expressing what they have seen and heard.
For advertisers, rich talent resources mean that the choice of space is wider, and the carrier of China Video has a unique value in commercialization, such as more complete frames, more in-depth explanations, and richer scenes. Therefore, the current watermelon video marketing is divided into two marketing models, one is interpretive marketing, multi-dimensional and multi-field in-depth analysis of the needs behind consumption decisions, to help consumers rationally plant grass; the other is scene-based grass, through the native implantation in different life scenarios, so that the brand integration is more natural.
Medium video talent marketing, story-based deeply rooted brand content
As a PUGC content platform, in addition to choosing to market and promote the customized video for the head talent on the watermelon video, brand owners can also pre-embed the submission task in the customized video and launch a solicitation campaign to break out the communication effect of the longer tail. To put it simply, it is the in-depth customization of PGC talents + UGC semi-embedded + UGC solicitation activities, which can maximize the enthusiasm and participation of creators in the site, and achieve in-depth dialogue with users while widely reaching multi-circle users.
China Video Contest, innovation leverages brand influence to break the circle
In terms of content, Watermelon Video takes "medium video + innovative content" as the main form, deeply lays out the three major content forms of high-quality columns, innovative activities and documentaries, and produces more diversified and more customized high-quality IP marketing content around keywords such as "big coffee endorsement", "online and offline linkage", and "scarcity of high-quality products".
Precision IP marketing allows brands to enter the hearts of users
These three major video + marketing games also provide a more powerful grip to help brands explore high-fit, high-reach, and high-value content marketing. Brand owners can flexibly customize marketing plans to hit consumer minds in different ways; they can also use the traffic pool behind watermelon videos to maximize the sound volume with multi-terminal resonance; in addition, the native homemade content of watermelon videos can create an immersive grass planting atmosphere for brands in multiple scenarios, influencing the purchase decisions of more social backbone consumer forces.
To sum up, China Video has a very broad imagination space in the field of content marketing, and watermelon video, as the head player of this track, its accumulated content advantages and marketing advantages will undoubtedly help brand owners enhance their influence and release more stable growth potential. Nowadays, as more and more Video players enter the game, China Video may bring new changes and increments to content marketing.