In 2019, due to the first micro-film "Time Sculpter 1", the light-grained strength faction "L'Oréal Purple Iron" became a popular fried chicken in the field of eye cream! In 2020, L'Oréal Paris made an important decision: "spend a lot of money" to make another film! As a result, L'Oréal joined hands with time carver Zhu Yilong, and the original team once again performed with ingenuity, comparable to the blockbuster texture of "Time Carver 2" finally met with the public at the end of August this year.
After a year, once the return, the industry boss Purple Iron, whether it can break through last year's achievements, further recruit new users in the category, and continue to expand market share, is a problem that cannot be avoided in front of the brand. Today, we may wish to take a look at how L'Oréal Paris has achieved a grand slam of product sales with strong brand power and precision marketing by playing with the IP of time engraver!
<h1 class="pgc-h-center-line" > "Time Sculpter 2" Precise insight strengthens the idea and triggers a collective spiritual resonance</h1>
The theme of last year's micro-film is to challenge time as the core. This year's theme has been upgraded again, proposing the concept of reconciliation with time.
L'Oréal uses expression lines as a starting point, and the film tells the extreme case of challenging time: a heroine is afraid of long lines, imprisons her expression, restrains her emotions, and abandons joy and sorrow only to fight against time. Finally, borrowing the words of the carver Zhu Yilong, he proposed, "If joy and sorrow are absent, does life also become colorless and tasteless?" ", to lead all fans to have a deep reflection together!
"The picture is a screenshot of the micro-movie screen"
The behavior of the heroine is actually based on L'Oréal's deep insight into the mental journey behind the light lines of modern consumers, implying that the brand's standards for judging women's beauty in society are too simple and strict. L'Oréal Paris hopes that through the film, with the help of ace products such as purple irons, everyone will be encouraged to express themselves bravely and enjoy the freedom of expression.
<h1 class="pgc-h-center-line" > "Time Sculpter 2" carefully polished to present a large piece of texture, detonating the brush screen level sound volume</h1>
Looking at the entire market, there are many advertising films that claim the quality of the film, but there are really very few that can have a theater-level production level like L'Oréal, and can also produce a sequel to create the IP image of the time engraver.
The whole micro-film integrates friendship and love, mixed with the pressure of work and life, so that everyone feels that the heroine is herself in life, and is experiencing the struggle for the pursuit of "tattoo-free" beauty and the expression of emotions. The plump story, the suspenseful plot of double reversal, coupled with Zhu Yilong's superb acting skills, resonate and naturally show the product at the same time, making it an advertisement that consumers are willing to watch repeatedly and cannot stop watching. Some consumers left a message saying, "I didn't expect to watch an advertising film and crying so much that I couldn't stop crying."
"The picture shows some consumers leaving a message in the Comment Area of Weibo after watching the movie"
The trailer was first released for 1 hour, which aroused more than 1 million attention, and on September 1, after the release of the main film for 24 hours, the total number of viewers exceeded 13 million, instantly brushing the whole network. More fans spontaneously called the product to bring the product heat to the climax.
<h1 class= "pgc-h-center-line" > the immersive viewing experience of "Time Sculpter 2", and the dual linkage accurately controls the transmission rhythm</h1>
A good story and a good product are the basis for the success of "Time Carver 2", and the brand's strict communication layout and immersive publicity methods are the top priority of the fan circle!
Before and after the release of the movie, in order to create an immersive movie-watching experience, from the pre-warm-up to the later transformation, L'Oréal adopts the routine of fans first, stepping on the fans' hi points every step, borrowing fan benefits, pulling more consumers into the atmosphere of cloud viewing, and bidding farewell to the traditional single output of product output, naturally implanting product selling points in the publicity materials, and deeply penetrating the core effect of the purple iron "light lines" into the hearts of the people, maximizing the traffic into sales!
Open a time engraver Weibo account, dual accounts parallel to create momentum
In order to maximize the interests of the time engraver's big IP, the brand broke through linear thinking, specially opened a "time carver" role account, to the greatest extent with the official voice; all the content is released by the carver's own kiss, enriching its personality by telling his daily work, and the characters that only exist in the movie become flesh and blood real characters, quickly narrowing the distance between the brand and the fans, fully stimulating the fans' desire for expression and participation, so that the number of fans has rapidly exploded to 80,000 since the account was opened.
"The picture is a screenshot of the time engraver's Weibo homepage & fan comments"
Comparable to the big publicity of the theater line, it gives consumers a full sense of viewing ceremony
Subverting a single way of publicity, L'Oréal opened with a suspenseful trailer, which provoked the curiosity of fans to the greatest extent and attracted many fans to interact with the message, while many micro-movies returned to posters, fixed posters, trailers, and the publicity lineup of cinema blockbusters, which continued to attract the attention of fans, aroused the interest of mass consumers in watching movies, and gathered the first flow of micro-movies.
"Pictured is the return poster & final poster"
"The picture is a screenshot of the mini-movie trailer"
In order to make the viewing session more elaborate and more ritualistic, L'Oréal has put a lot of effort into the movie tickets! In the form of light interaction, fans are invited to receive movie tickets online, with the help of fans' philatelic psychology, 4 versions are designed to meet the needs of different fans, and the names and seat numbers of fans are written on the ticket, and even the ordinary bar codes are hidden in the star code that only fans understand (Zhu Yilong walks side by side). A small ticket contains the brand's full heart! It also brings all consumers a strong and real viewing experience, and a VIP-level sense of exclusive enjoyment!
"Pictured is a GIF of the ticket issuance process for movie tickets"
"Pictured with 4 different movie tickets"
Open up the traffic path in an all-round way Live on demand to watch movies in the cloud
On August 31st, through the rich content of the warm-up period, L'Oréal made a micro-movie screening ceremony in the form of store broadcast in the official flagship store of Tmall. The director of the film and the brand producer were also invited to share the wonderful story behind the shooting. 1-hour live broadcast, fans high points continuously, live broadcast room in the movie and order synchronously, content and product synchronization reach, while watching while buying, to achieve the double carnival of the brand and fans!
<h1 class= "pgc-h-center-line" > the story extension of "Time Sculpter 2" is cleverly connected, and continues to exert efforts to make emotions free to the end</h1>
From the time engraver to the time engraver code of practice, from the time carving room to the time archive room, from carving the pattern for each emotion to the emotional story behind the insight pattern, L'Oréal revolves around the time engraver IP, with the main line of exploring the secret of expression patterns and emotional freedom and peaceful coexistence, the story is extremely full, and the scene is extended in all directions!
Time engraver practice code, accurate crowd to strengthen the sense of scene substitution
Attached to the story setting of the time engraver, in the form of the time engraver's "Code of Practice", the time engraver is professionalized, and through the insight of various typical personalities (bao ma, college students, small social animals, rice circle girls, etc.), the various expression patterns of various groups of people are refined, and the practice code seems to be the engraving standard of the time engraver, but what is triggered is that the consumer unconsciously substitutes a sense, strengthens the light grain awareness of the whole people, and deepens the memory of the product.
"The picture is a screenshot of the white-collar & rice circle crowd insight of the time engraver's code of practice"
From the engraving room to the archives, the spatial system of the time engraver is materialized
For the all-round column time engraver's personnel, the brand will be its working environment and work content through the form of materialization, the real display in front of the consumer, the carving room with a carving knife engraving, the archive room to file the record of the engraving story, the last time archive pin file return; the entire extension under the main line of the time engraver, but beyond the single content of the micro-film, there is a beginning and a tail step by step, in the brand side of the play under the formation of a wonderful closed loop!
From the female protagonist engraving file in the movie to the engraved file of the major top KOLs, L'Oréal has made efforts at the same time with the point and the official periphery, expanding the attention of the crowd at the same time, but also conveying the attitude of expression freedom, deeply binding the expression pattern with the product, invisibly blessing the education of the product.
"Pictured is a KOL archive poster"
Strong penetration from the periphery, insight poster detonated the emotional freedom of the whole people
In addition, L'Oréal hit the iron while it was hot, taking advantage of the large platform knowyourself, starting from the emotional level, insight into the story behind the emotions, and through the form of insight posters, reached the resonance point of consumers, infinitely close to the hearts of modern people, encouraged consumers to express themselves bravely, expression freedom, and every joy and sorrow in life is worth enjoying!
"Pictured as Insight Poster"
Firmly grasping the fan base of "Time Sculpter 1" and strengthening the high-quality content of "Time Sculpter 2", from the beginning to mobilize the curiosity of fans, to the exquisite extension of 360 ° around the IP of Time Sculpter, a large-scale full-link fan marketing, the development of a micro-movie into a complete engraver world system!
From the overall communication effect, L'Oréal Paris attracted a large wave of tap water with a heart-to-heart operation, which aroused the attention of the whole network, and fans are willing to pay for L'Oréal's purple iron, and it is difficult for product sales to explode!
With the core appeal of "expression freedom, you are free", CCE successfully helped L'Oréal Paris to complete the gorgeous return of "Time Sculpter 2" with accurate insight, using the star and fan effects to reach each circle layer with emotional resonance, pushing the product volume to the highest point, maximizing sales conversion, and realizing the double hi situation of brand and fans.