Deep Sound Original · The author | Xiao Humble
The sense of immersion and ease is becoming increasingly important in modern life. The popularity of related variety shows and talk shows is supporting this.
The reason is not difficult to understand: people today face all kinds of pressures, which may come from family, workplace, the spatial division that has to be faced, strict requirements for their own body, and so on. Laughter has become the antidote to life, and the sense of ease after a laugh can also make everyone return to the original thinking.
Such demand is even more pronounced during the Spring Festival. The red and warm Spring Festival scene is often accompanied by laughter, and those disturbing emotions and things in ordinary days are easier to be relieved in laughter. Coupled with the blessing of the top event of the Winter Olympics, those people and events that are actively excited will also make the audience more energetic and yearning for beauty.
For brands, the Spring Festival is an important marketing node of the year. If you can make good use of the multiple potential energy of the sense of ease, the Spring Festival, and the Winter Olympics, and operate a methodical and targeted brand marketing, the effect will be superior.
In this direction, we dug deep into an excellent Spring Festival marketing case: "Yadi for the New Year Crown Energy".
This marketing action is interlocked, so that the sense of lightness, the Spring Festival and the Winter Olympic theme are intertwined with new chemistry. The most rare thing is that it is not only the marketing action that is interlinked. While harvesting considerable sound, "Yadi for the New Year Guanneng" has achieved multiple superposition from online to offline, from brand to user, from scene to closed loop, and finally achieved the unity of product and effect.
Brand + comedy, can you still do this?
It all starts with three comedy shorts at the beginning of the year.
In general, it is more difficult to combine "brand marketing" and "comedy content" than pure comedy creation - the combination of the two is not only to ensure that the content is funny and not embarrassing, but also to ensure that the brand is deeply rooted in the hearts of the people, and the balance in the middle is difficult to grasp. In some previous "brand + comedy" practices, it is often seen that the brand implants blunt problems, and the results are not flattering.
But Yadi's New Year series of short dramas not only balances, but also achieves complementary effects.
Specifically, on January 17, Yadi and the famous comedian Yoko Spicy customized the Spring Festival series of short dramas officially launched. The short film starts from the three themes of "love", "health" and "career", and uses a reversal and relaxed plot to lead to the cycling scene and bring out the Yadi "Guanneng" series.
Yadi's three comedy shorts: love, health, and career
The three themes have their own characteristics, and the commonalities that run through them are: to cut through the pain points, to reverse the funny, and to match the brand.
The three short dramas accurately cut to the most resonant points in the scenes of love, fitness and career, and present them in a more expressive way. But then, the skit creates a reversal in an unexpected way: under the "crown energy" of Yadi electric vehicles, the two people who love each other are not afraid of distance; the pressure brought by sports becomes "happy dopamine"; the "old good guys" in the workplace wave away from the annoying old departments and run to a better new career.
It's quite clever, surprising and hilarious. The audience will laugh, which is a kind of release after realizing the "crisis lifting", first cutting the most annoying pain points for users, and then cleverly reversing and resolving, successfully creating a comedic effect.
The strong power of Yadi's "Guanneng" electric vehicle, the ease and ease shown by riding the "Guanneng" series of spicy Yoko, and the long-endurance advantage of "one charge, one run twice" are all in line with the audience's yearning for a better future and a more energetic state of life.
Compared with the "forced implantation" type of "brand + comedy", Yadi's three short dramas have achieved a double harvest of comedic effect and brand value, which reflects Yadi's in-depth understanding of content and brand, as well as excellent resource integration ability.
It is understood that only in the official account of douyin Yadi electric vehicle, the spread exposure of the three New Year short dramas exceeded 71.35 million. In the Spring Festival, such a brand marketing competition "Shuluo Field", such achievements are quite remarkable.
Finished laughing, and then what
The short drama has been exchanged for considerable sound, and there are more important plays behind "Yadi for the New Year Crown".
In addition to the three short dramas, the theme marketing of "Yadi for the New Year Guanneng" also includes the Douyin New Year Super Challenge, with the star lineup of Chen He, Spicy Yoko and three athletes leading the participation in the Douyin Challenge and The New Year, the three ice and snow sports champions blessing the Winter Olympics, and the Yadi Koi Grand Prix event.
Only by looking at this series of actions in series can we see the subtlety of it.
First look at the Douyin New Year Super Challenge initiated by Yadi, which is led by Chen He, Spicy Yoko, and three ice and snow sports champions, Chen He and Spicy Yoko have a very high national popularity, and Zhang Dan, Zhang Yiwei, and Zhang Jiahao are three major ice and snow sports champions who are in line with the winter Olympic heat during the Spring Festival. This combination fully integrates the energy of the entertainment industry and the sports industry, and under the blessing of the super top event of the Winter Olympics, multiple parties work together to promote the "Yadi for the New Year Crown Energy" marketing layer by layer.
Because of the strong lineup and celebrity influence, the challenge immediately attracted a large number of influencers and users. It is worth noting that the challenge cleverly uses the TikTok platform capability to amplify the volume and potential of the challenge layer by layer.
For example, Yadi guided participants to add the specified topic #Tiger Tiger And Tiger And Blessings, and used the corresponding "sticker task" in the challenge. This not only makes the challenge more interesting, but also greatly increases the amount of topic exposure.
It can be seen that Yadi is well versed in the "way of detonation" of platform activities, even in the Spring Festival node where user attention is fiercely competing, Yadi still makes good use of celebrities, content, and platform capabilities, and the strength of resource integration can be seen.
The data results are the best proof of strength. Yadi's super challenge response exceeded expectations, #虎虎生威冠福气 event video played more than 6.8 billion times, far more than the data of the same period of super challenge, is one of the hottest Douyin interactive activities during the Spring Festival.
The challenge was a complete hit, which was already a rare achievement. But "Yadi for the New Year Crown Energy" is worth exploring more than that. In terms of how to dig deep into the value of "sound volume", the brand side also has careful thinking.
You can focus your attention on the rules of the Super Challenge, and there are many mysteries here.
For example, the challenge will guide users to "pay attention to the official Douyin account" so that they can get the opportunity to reward traffic; if the interactive video is filmed in Yadi's offline store, and the "Guanneng" series of products is revealed in the video, participants can also get extra points. Such a low-threshold rule setting will not only not affect the participation experience, but also open up the public domain and private domain, precipitate the "sound volume" into reusable and accurate traffic, and also complete the online and offline linkage.
The Yadi brand has a wide range of offline channel layout, electric vehicles are products that pay attention to the actual sense of experience, and the diversion of online to offline will greatly "activate" the value of physical stores and drive subsequent sales behavior.
The results are almost immediate. Winter was originally the off-season for electric vehicle sales, but the Super Challenge successfully linked yadi's more than 35,000 stores offline. During the event, consumers queuing up to see cars, test drives and exchanges in many Yadi stores across the country were endless, and the "spicy Yoko same model" models such as Yadi Guanneng's second-generation E8, Q6, DM6 and so on appeared in the short drama became the focus of consumers' purchase objects.
Sales in Yadi offline stores are hot
From short films, challenges, and offline hot sales, the reason why the entire link can be completed so smoothly is that it has to be mentioned that the "Yadi Koi Award" activity.
The "Yadi Koi Award" is equivalent to the "closing" of the entire marketing campaign, and the traffic brought by short films, Winter Olympic blessings, challenges and other activities will be gathered here. Since the Koi Award is a "super car purchase red envelope" directly related to the sales activity, the brand side is equivalent to accurately guiding the gathered traffic to the transaction link, and truly realizing the conversion from "sound volume" to "sales volume".
Looking back at the entire "Yadi for the New Year Guanneng" marketing campaign, all the actions are tightly sewn together and interlocked. Yadi cuts from the pain points of the current audience, accurately captures the value of laughter and lightness, and deeply utilizes the huge energy of the two major events of the Spring Festival and the Winter Olympics.
Compared with the traditional Spring Festival node marketing, whether it is the content watchability, the fun of the challenge, the activity participation data, or the marketing breakthrough that successfully converts the sound volume into crowd assets and product sales, it is no exaggeration to call Yadi the "excellent student" of this Spring Festival marketing.
Many voices believe that it is becoming more and more difficult to do a good job in the Spring Festival marketing, the audience is tired of the cookie-cutter brand short films, and the brands are struggling to spend a lot of money to create content that is difficult to form a considerable transformation.
But the reality proves that the opportunity never really disappears. What brands need is to be absolutely sensitive to the consumer market and emerging marketing trends, and dare to "set new ground". "Yadi for the New Year Guanneng" is an excellent template for comedy content, Spring Festival nodes and brand parties to do linkage marketing, which uses a large number of trendy elements and gameplay, as a trader's Yadi brand, boldness and forward-looking can be seen.
From online to offline, from brand to user, from scene to closed loop, multiple superpositions have been realized, and the final achievement of synergy is achieved. The breakthrough of the "Yadi for the New Year Guanneng" activity has allowed the outside world to see more possibilities for Spring Festival marketing.