- Introduction
Feigua Data (B station version) builds a complete marketing link by reviewing the auto brand Lynk & Co from online and virtual UP main cooperation to offline products, summarizing the highlights of Lynk & Co's content marketing and giving brand owners reference.
In the early days, B station as a two-dimensional niche community, ACG content has always been the core category of B station, B station after the exploration and development of multi-category content, until now has become a diversified community where the young generation gathers, but ACG content is still the most powerful one for the development of B station.
Chen Rui revealed at the 12th anniversary speech of Station B that in 2021, the number of users watching animation content on Station B will increase by 30% compared with 2020, and the number of works played by ACG content will increase by 43% year-on-year.
The virtual anchor with a two-dimensional image comes with its own ACG attribute, which is also a significant increase in the ACG category of station B in recent years.
Station B statistics From June 2020 to May 2021, a total of 32,412 virtual anchors started broadcasting on Station B, an increase of 40% year-on-year. Among them, the interaction volume of live barrage has doubled, and many virtual UP masters have submitted works on station B, and the number of works submitted has increased by 50% year-on-year, and the number of manuscripts played has reached 8.3 billion.
Station B is a separate partition for virtual anchors, and virtual anchors quickly rise from the ground at Station B and enter the public eye.
▲Image source - Bilibili
Wall-breaking linkage to shape the brand image
In the B station, the two-dimensional virtual UP master loved by the majority of users, and the three-dimensional and car brand Lynk & Co carried out a linkage.
Virtual UP owner Yousa is a member of the virtual artist group VirtuaReal Star, and has been active in Station B since 2012 with cover songs, original songs, and dance music videos.
Lynk & Co linked virtual UP main lingyousa to create the track "Decide, Go!" ), and shaped the 3D model of The Iris to make the song MV.
According to Chen Siying, deputy general manager of Lynk & Co Automobile Sales Company, most of the owners of Lynk & Co are young people with unlimited restrictions, hoping to strengthen the group image of Lynk & Co owners breaking the convention by introducing a virtual car owner.
Since 2015, when virtual UP master Yousa first uploaded a personal dynamic 3D model on station B, it has been widely loved by fans. This time, Lynk & Co not only promoted Lynk & Co's products, but also cheered for the last post-90s graduates, and produced a dynamic 3D model of Yousa for the original track and choreographed it.
According to Feigua data (B station version), this commercial single work "one key and three consecutive" exceeds 10,000, and the number of plays far exceeds the average number of plays of the Iris yousa work by 42%.
For the audience, the dynamic 3D model of the virtual UP master is rare, and the cooperation method of Lynk & Co co-creation and shaping the model of the virtual UP for the graduates has brought nearly 60w of communication to Lynk & Co, taking the graduation season as an opportunity to deeply plant a brand image in the hearts of B station users.
▲Picture source - Feigua data (B station version)
In the work, Lynk & Co did not choose obvious and long-term products to expose, but showed the car and the Iris in the scene Easter egg many times, but in the comments on the hot words, the brand word "Lynk & Co" ranked in the top 1 position, accounting for 22.3% of the hot word list.
Moreover, the song keywords "departure", "DADADADA", etc. appear quite frequently in the comments, and more user comments directly call "although it is just rice, but the model and the degree of care of the song are called good videos", it can be seen that although this is the commercial cooperation between Lynk & Co and Lingyi, good rice works have become good native content, and the integration into the interest circle has caused a resonance among users.
Although the virtual character belongs to the two-dimensional realm, it has flexible interactive ability to extend a variety of skills to meet the expectations of most viewers for the UP master.
Different from the conventional two-dimensional characters, the virtual UP master in the B station is undoubtedly a high-quality IP that integrates traffic popularity and creative ability. It is precisely because the virtual character has the skills of rich personality and content, not only to meet the user's spiritual world, but also to meet the brand owner's promotion of content marketing.
Two chuang heating, product landing
After the cooperation song between Lynk & Co and Ling Yi was released, the official took the lead in creating a second creation, and a large proportion of the scenes in the two-dimensional MV were restored.
At the same time, the official erchuang also actively called on other UP main two innovations, released the second creation activity "life choice received", according to the statistics of the B station, the number of submissions of the second creation exceeded 20,000, and the activity topic rushed to the B station topic list TOP1, with more than 840w views, expanding the platform coverage for brand promotion.
Among them, the well-known UP main dancer Xiao Meow in the dance area released the "Decision, Go!" The number of dance version video plays even exceeds the original version, and the brand words related to Lynk & Co occupy the position of TOP1 in the bullet screen, the word frequency is much higher than other keywords, and the second creation of the head UP master on the original video has once again brought higher communication to Lynk & Co.
Not only the UP master, the linkage between Lynk & Co and the virtual UP master has attracted nearly 10 brands of blue V "rubbing heat", and the three major operators who will be the most active in the dance area are also among them.
Lynk & Co has not let go of the connection of offline marketing links while continuously revitalizing online marketing, and has launched a series of peripherals with Yousa and yousa in the voice of many fans, as well as the skin of the car machine with the theme of Ling Iris in the car, from the online landing to the complete construction of the marketing link of the product.
▲ Image source - all from the official number of Bilibili Lynk
Li Haoling, general director of Bilibili Animation Production Center, said: "The super energy symbol is a golden key to unlock the traffic gate, which can become an anchor for the memory of a generation of young people. It can be a piece of music, a bullet screen, or a famous scene. ”
"Decide, Go!" created by Lynk & Co's virtual UP master Ling Yousa "" has undoubtedly become a super symbol of Lynk & Co, the collision of the two dimensions quickly set off a dance music boom in the B station, a number of fans, UP master's second creation so that Lynk & Co not only stay in the heat of the original content, but also pull users into the co-creation, from the content to the product is a unique dialogue with the user.
- Summary
By reviewing the in-depth dialogue between Lynk & Co in station B for brand value and brand image in the circle of the younger generation, we can summarize the following points:
Grasp the popularity trend of the virtual UP master in the B station, combine the brand user positioning to create high-quality native content in the B station, and quickly lay the marketing foundation in the B station.
Encourage more users to create second creation, and link multiple circle enterprise numbers to carry out secondary publicity, continuously empower native content, and expand the influence of potential interested users.
Timely obtain user feedback, pull users into co-creation, from online landing to product completion of the complete construction of marketing links, and continue to influence consumer decisions.