What zodiac sign are you?
Job search, marriage, first-time greetings... I don't know when the horoscope culture began to affect our social life. Knowing what constellation the other person is, it will automatically match the personality represented by the constellation, and have a basic portrait in mind. Sometimes, attracting each other, sometimes, it becomes a "threshold" because "our constellations are not compatible."
So, do you believe in constellations? Many people are attracted by the interesting mystery of the constellation, and even take it as their spiritual sustenance. Many young people look for topics and resonances from the constellations, and "hug and warm" with groups of the same zodiac signs to find a sense of belonging.
Where there is demand, there is a market, which is theoretically correct. Many brands smell the marketing opportunity, the constellation and marketing are associated together, hoping to expand the influence of the brand, the constellation marketing in the past few years did set off a lot of waves, but failed to become a long-term marketing tool, constellation content is gradually flat.
With the popularity of @Tao Baibai Sensei horoscope numerology, the development of horoscope vertical content has ushered in a turning point and become more and more popular. In contrast, the constellation marketing model seems to have "disappeared".
Constellation marketing, a combination of culture and creativity
Speaking of the zodiac signs, it has been labeled as "foreign Western culture" for a long time, and many people think that the constellation culture has become popular in modern times, in fact, according to the records, the twelve constellations were first introduced to China during the Sui and Tang dynasties.
The Twelve Star Palace Diagram of the Great Sui Sutra
With the integration and progress of culture, people's acceptance of constellations is constantly increasing, and the popularity of constellations is increasing day by day. Some brands have launched a series of marketing activities in this regard, such as Taiwan's Isabel's zodiac proposal advertisement and Durex twelve zodiac creative video.
In 1994, a twelve-constellation proposal called "Let's Get Married" advertising film, Pisces liked the confession of imminent departure, the sense of justice of the Shepherd said "no" for love in the workplace, Taurus expected a sense of security, respect for Virgo's perfectionism...
The fourteen-minute advertising film, composed of twelve small stories around the constellation marriage proposal, will be the performance of the zodiac girlfriend in the boyfriend's marriage proposal vividly displayed, with a warm way of telling, real life film performance methods, so that some of the daily visible life pictures are full of fun, successfully grasped the social common cognition of the topic of "marriage", aroused the strong resonance of the audience, watched the advertising film boys germinated the romantic idea of marriage proposal. The line at the end of each little story is "Let's get married!" ", became the most touching confession that touched countless girls at that time.
Everywhere in life is romance, everything is because of you. Ads are content, and content is advertising. The whole film does not directly expose the brand products, but the sense of happiness and belief conveyed by the advertising film is very suitable for the brand's happy cake products, which deepens the consumer's liking and recognition of the brand, and also allows Isabelle, a Western-style cake brand, to sit firmly in the leading position in the industry.
The glory days of constellation marketing
People's enthusiasm for constellations continues to heat up, and the emergence of self-media has iterated the information transmission channels of constellation culture. The constellation self-media with horoscope knowledge, twelve sign personality analysis, daily horoscope and the like as the main content has attracted the attention of many horoscope enthusiasts, and readers are willing to spend a certain amount of time to read, or even punch in every day. The emergence of constellation IP such as the same uncle and the constellation does not seek people has attracted the attention of many brands.
In 2017, constellation IP colleague Uncle jiang xiaobai launched 12 constellation custom wine, and this cross-border marketing was praised by many as a "textbook content marketing case".
Interesting and fun copywriting, independent features of the product, the reason why this constellation marketing has achieved good results is because it has established effective communication with young consumers, causing sharing and resonance. Make a specific analysis from the following points:
1. Product packaging renewal
In the era of "beauty is justice", the packaging of products is very important. Jiang Xiaobai took advantage of the image of the uncle of the same road, so that the product attracted the attention of many consumers.
Jiang Xiaobai belongs to the new retail market of liquor, the products are mainly low-grade wine, and the user positioning is young people. Uncle Tongdao is an Internet celebrity IP with a huge fan base, and its fan base is young people. The cooperation between brand and IP, the fit of audience groups, and the traffic of IP can reduce the concerns of many retailers, and invisibly broaden the market sales channels for Jiang Xiaobai.
2. Comes with social attributes
At that time, the marketing background was that new retail was facing transformation, and the original traditional marketing model could not establish communication with consumers. Constellation culture has its own social attributes, and the rise of the same uncle is from the spit constellation, love, friendship, career began to fire, more topical.
Through cross-border cooperation with the same uncle, it not only gives the brand interestingness, but also creates a social value currency for consumers, "interesting", "can play", so that people are willing to share with relatives and friends around them, which naturally expands the influence of the brand.
3. Drive sales conversions
When choosing products, young consumers are more inclined to buy things that they think have more brand value, with the blessing of IP, the brand focuses on low-grade wines that young people like, and the sales conversion rate is naturally greatly improved.
The success of this cross-border marketing has allowed more brands and platforms to see the potential value of constellation marketing.
Constellation-related cross-border marketing, there is another case, in 2018, Sogou Input Method and Constellation Master @ Mo Xiaoqi created a smart sharing "constellation card". @Mo Xiaoqi has made "prophecies" for some stars, is known as a "walking prophet", and is also an actor, so she has a certain topicality. Sogou input method is hoped to take advantage of the popularity of constellation marketing, coupled with the popularity of cooperative talents, to enable the brand to achieve a breakthrough in the field of pan-entertainment. This time, the constellation marketing has received a good response.
In the same year, the major platforms have opened the constellation marketing model based on the personality characteristics of the twelve constellations.
Tmall launched the "Twelve Zodiac Signs Unboxed Record" to convey consumers' expectations for an ideal life; JD.com launched a video H5 of the 12 zodiac signs xi ti tease customer service to communicate with young consumers with light and funny dialogue; Vipshop International seized the personality characteristics of Virgo obsessive-compulsive disorder, joined hands with the same uncle to launch "A Song from Virgo", and released a small game to strengthen consumers' sense of identity with the constellation in the game interaction.
For a time, constellation marketing became a "marketing tool with no disadvantage" in the eyes of the brand.
Once invincible constellation marketing, disappeared?
Last year, many media accounts paid attention to and reported the popularity of @TaoBaibai Sensei, and people's attention to constellation content has increased by an order of magnitude. Looking at the development history of Tao Baibai, Uncle Tongdao and other constellation masters, it will be found that in fact, they have been deeply cultivating the constellation content field for many years and relying on the constellation to successfully achieve financial freedom.
Constellation content is on fire, but the once-popular constellation marketing seems to be gone. When it comes to constellation marketing, many people still think of the Jiang Xiaobai case many years ago, but they can't say what excellent constellation marketing cases there are in recent years.
Is constellation marketing really gone? In fact, it is still there. Last year, a little bit of joint fresh Yang launched a 12 constellation straw sleeve blind box. Each different rabbit hides the inner drama of different constellations, and there are still many consumers who pay for it.
Last year, French women's clothing brand Jacquemus saw the inexplicable love of people around the world for constellations, and carefully selected the most suitable one for the 12 constellations in the Fall/Winter 2021 collection. Released to the overseas platform instantly became a hit, directly mentioning the high data of 250,000 likes.
In real life, constellation marketing has not disappeared, there are still many brands, merchants launch constellation couple accessories, constellation symbol chocolate, constellation water cup, etc., very popular with consumers.
In essence, constellation marketing is a kind of social marketing and psychological marketing, which cuts the attention of young people to their own constellation information and the consumer psychology of being willing to pay for their own constellations, which not only satisfies the consumer's sense of identity in the constellation culture, but also obtains good benefits.
However, with the addition of Gen Z consumer groups, they pay more attention to the practicality, personalization and additional emotional value of products, and the changes in consumer trends are becoming more and more obvious. Constellation marketing, if the brand simply combines the constellation culture with the product, it is obviously "contrary to today's consumer trends", and it is difficult to achieve the desired marketing effect. From the perspective of the popularity of constellation content, constellation marketing is to spread constellation culture, build a bridge of communication with users, while meeting the psychological demands of consumers, at least from the current point of view, constellation marketing is not outdated!
It's not so much that constellation marketing is outdated and gone, but rather that brand marketing is evolving.
In the process of evolution, if the brand wants to achieve the unity of product efficiency, it needs to return to the product itself, and excellent product quality is the foundation of the brand. Patiently "listening" to the voice of consumers, establishing effective communication with consumers through social platforms, outputting high-quality content with brand culture and diversity, supplemented by diversified creative play, continuously accumulating brand social assets, and allowing users to "understand and trust" the brand, may be the "correct posture" for the brand to be recognized by users.
Homogenized marketing methods are difficult to cover the previous wave, and being the "first person to eat crabs" is not a good thing. On the road to the evolution of brand marketing, there are always problems and difficulties, with the development of the times, brand marketing has been upgrading and evolving, and has never been afraid of change.
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