Deep Sound Original · The author | Li Jinglin
The Spring Festival, together with the prime time period of consumption before and after, is an important and rather "inner volume" marketing node.
Among the overwhelming marketing content, the Lunar New Year feature film, TVC, is one of the main major types of brand advertising. But for advertisers, it is not easy to do TVC well.
On the one hand, in the face of a lot of marketing content, users are prone to aesthetic fatigue, and brilliant, out-of-the-loop, and excellent creativity can be described as rare. On the other hand, in today's fragmented era, short videos reconstruct the content aesthetics and consumption habits of users, and if a video advertisement cannot be engaging in the first three seconds, it will be easily "slid away", and TVC ads that last for more than ten minutes will also be questioned as an anachronistic marketing method.
However, high-quality content has always had the ability to impress people's hearts, and TVC's marketing value has always existed - TVC still has an irreplaceable role in conveying brand value and showing brand stories and values. Therefore, in the marketing field of the big explosion of content, how to do a good tvC, create a more unique storytelling angle, and how to present more exquisite visual effects have become the themes that brands need to consider.
Good content and strong resources arouse attention
TVC should have a communication effect, one is that the content itself should be "eye-catching", and the other is that the media should be fully open and loud. Therefore, in order to ensure these two points, advertisers must not only have a strong lineup of creators to support the quality of content, but also inseparable from the communication blessing of large-scale traffic platforms.
On the eve of the Spring Festival this year, the Jingdong Electric New Year Festival New Year advertising film "Back" was officially launched. Today's headlines and huge engine matched the cooperation between director Jia Zhangke and JD.com, and also created a successful case worth analyzing. On the day of the release of the advertisement, the search popularity of Jingdong Electric Appliances in the Douyin terminal increased by 62.2% year-on-year. After the launch, the content assets of Jingdong Electric Appliances have also become more memorable, and the topic related to "spokesperson" has maintained a high degree of heat.
First of all, in terms of lineup, this advertising film can be called heavyweight. Jia Zhangke, known as the "Recorder of the Times", is the film's executive producer, and kung fu superstar Zhao Wenzhuo and popular star Xiao Zhan respectively participated in the content of the first two clips. The participation of famous directors and the pressure of stars have made the advertising film have excellent content gatekeepers and are more professional in content production. Although "Back" is only 12 minutes long, it visually captures the visual sense of a blockbuster and presents three stories with clear themes in its entirety.
The advertising film "Back" accurately grasps the spirit of the times, focusing on the three current social hot events of film and television, ice and snow sports, and aerospace. Big events are always an important element of a marketing campaign. The topicality of the event itself will bring unattainable attention to brands that take advantage of marketing, and expand the influence of the content itself.
At the same time, "Back"'s care and writing of the hot spots of the times also contains the core that triggers general empathy among users. In the film, the three major content sections that fit the hot events depict the working conditions of different social groups, and concentrate on expressing the values of "small people can still make great careers". Whether it is the behind-the-scenes workers of film and television works, sports sparring or substitute astronauts, they are all groups that cannot be illuminated by the spotlight, but behind all the great moments, they are inseparable from their silent dedication.
The characters and stories in the advertising film are condensed into content symbols in the process of communication, which directly penetrate into the user's heart and trigger the user's emotional resonance. Using content as a medium, users naturally empathize with the brand and establish a good feeling and trust in it. That's the value of quality marketing content.
Of course, the output of content is only the first step, high-quality content is the basis of dissemination, and then there are sufficient resources to help the content reach more users. At this time, the huge engine plays a key role - by gathering the superior resources of content platforms such as Douyin and Watermelon Video, the high-density delivery of "Back" is carried out.
On the Douyin platform, "Back" first adopted the advertising form of TopView.
As the head marketing resource of the Douyin platform, TopView helped "Back" and the brand side to obtain high-quality exposure. Starting from the opening screen interface, almost all users who open vibrato can receive the content for the first time, and the highly eye-catching material presentation makes the user's attention more concentrated.
At the same time, the first 3 seconds of video full-screen immersion leads, and after 3 seconds, seamlessly connects the information flow, which also helps users get an immersive viewing experience, thereby stimulating resonance and forming a direct and effective memory point. The high-quality advertising resources coupled with the content that is already very attractive make the marketing content more "flexible" presented, which is not only easier to win the recognition of users, but also helps the brand subject of the advertisement to be effectively identified.
The data has proven the effect. According to massive engine data, the topview of "Back" has a click rate of 9.89%, which is much higher than the average.
In addition to TopView, "Back" has a variety of other presentation methods on Douyin, including "Me and My Back" topic appearing in the Douyin hot list, search page banner, publishing page to add topic options and other interfaces, which can be said to cover the user's full path from browsing, searching to publishing content. The wide range of exposure of marketing information on the site improves the probability of users reaching content, and greatly increases the coverage and influence of content and topics on users.
In particular, "Back" not only appeared in the Douyin platform this time, but also the huge engine integrated the resources of watermelon video, and the two platforms linked up to synchronize marketing communication. In the watermelon video, through the cultural channel banner, the entrance of the activity square, the promotion of the official number, the activities in the station, etc., "Back" also realizes multiple resources and all-round entrance coverage.
Platform matrix joint publicity, a variety of advertising content presentation entrance, in the dissemination of "back" content, the huge engine has built a diversified, three-dimensional communication matrix, to achieve a full range of penetration of different types of users. Start the flow machine, gather high-specification resources, and the huge engine thus give full play to the advantages and strength of explosive manufacturing.
Strong interaction, multi-play secondary fermentation
Nowadays, an excellent marketing campaign is not only a one-way communication of the brand side, but also mobilizes the initiative of ordinary users, so that it is not only the end point of content dissemination, but also becomes an intermediate node to promote communication, which is becoming more and more important.
After a round of communication, "Back" has become a "meta-content" for further innovation and creation, and a new round of fermentation based on the second creation directly brings marketing activities to the longer tail communication link, further releasing the influence of advertising content and brand.
Still with Douyin and watermelon video as the main position, the huge engine has launched multi-level and multi-dimensional communication activities.
The first is to use StarMap submissions to attract more KOLs to participate and unleash their huge marketing potential.
KOLs have always played an important role in content platforms. KOL's fan stickiness and content influence are important reference indicators valued by brands, and effective use of its advantages will make the brand's marketing activities achieve the effect of doubling the results with half the effort. At the same time, the secondary creation of KOL will also enrich the scene and content of marketing, secondary excavation and penetration of users on the basis of "meta-content", and more deeply implant brand symbols into the hearts of users. In addition, KOL content is separated from the traditional "hard and wide" category, reaching users with more acceptable content, so that users can naturally connect with the brand while consuming content, and even further affect the user's consumption decisions.
This time, at both ends of Douyin and Watermelon Video, the huge engine solicited KOL submissions, let them publish videos that matched the content tone of their accounts, and directed users to the advertising film viewing interface by adding oral broadcasts or inserting jump links in the videos.
For example, watermelon video creator "China Luoshan Chicken" released a consistent funny video, using editing, collage to spit out the life tricks circulating on the Internet, and the video was connected to the jump link of the Jingdong advertising film. The video received more than 2.67 million views.
The data provides intuitive feedback on the influence of KOLs. At both ends of the Douyin and Watermelon videos, the Star Map Submission Campaign brought a total of nearly 80 million effective views.
After launching kols, the huge engine further mobilized a wider range of user creative enthusiasm, through a series of interactive gameplay, more users were pulled into the co-creation of marketing activities.
An interactive topic called "Me and My Back" appeared on Douyin, encouraging users to freely create and publish works and circle the objects they wanted to thank. People pick up their phones and turn their cameras at life, some people thank their relatives and partners, and some people express their gratitude to their partners in their careers.
Engage users to become participants in marketing campaigns and push campaigns deeper into the next level. The two-created video of thousands of faces enriches the marketing content, but also allows users to become the "tap water" of advertising films and interactive topics. In this process, short videos have played a key role in aggregating users and deeply linking users, and have assumed the function of traffic "amplifier".
According to official data, more than 112,000 users participated in the topic interaction, and the cumulative number of videos posted exceeded 134,000. As of press time, the total number of #我和我的后背 topics has exceeded 1.41 billion.
At the same time, from the data provided by the huge engine, the proportion of women participating in the challenge is as high as 55%, of which the post-90s and post-00s groups located in first- and second-tier cities are the main group of contributors. This marketing campaign helped the brand JD.com accurately find the current main consumer group, laying the foundation for the subsequent realization of the closed loop from marketing to consumption.
In addition, when users inject ideas into marketing activities, the connotation of the original advertising film is also broadened and amplified, and the brand continues to deepen its influence in multiple rounds of communication. Between users and brands, content is used as a link to form a deeper emotional connection.
Full-link marketing for consumption conversion
Of course, the ultimate goal of brand marketing is to achieve conversion. From attracting attention, to stimulating interest and search, to finally guiding users to buy and share, forming a complete link, the massive engine has not ignored the last key link.
In the marketing content and activities of Douyin and Watermelon Video, almost all of them are embedded with links to jump to the main venue of JD.com.
For example, as the most prominent marketing scene on the Douyin side, TopView not only undertakes the function of content exposure, but also mainly guides the brand through the form of landing pages. At the same time, whether it is Jingdong's official Douyin account or the LINK component function of Star Map Submission, the multi-material investment of the Douyin platform can allow users to go directly to the Jingdong venue and purchase good things.
The eye-catching "Jump to JD." prompt button allows users to reach the main marketing venue with one click. The strong exposure of the advertisement not only reaches the user's mental perception through the content, stimulates repeated viewing, but also successfully guides the user to further browse and actively jump behavior.
The same goes for the watermelon video. Headlines show the content of the advertising film at the same time, clearly give the "jump to the third-party link" prompt, after entering the home page, Jingdong also occupied the prominent information flow advertising space, and marked below the advertisement "go to Jingdong" prompt button.
Looking back at the marketing activities of "Back", the huge engine helped JD.com achieve breakthroughs in three levels - strong exposure, creative gameplay and business value, and these three levels are interrelated after their respective breakthroughs, which together constitute a complete set of full-link marketing solutions.
The massive engine covers the user's "sight and eye" to the greatest extent, integrates the user's contact points in the platform from contact to the purchase process, and focuses on exposure to turn a commercial film into a hot event.
At the same time, by stimulating interactive gameplay, users play with KOLs and brands, and also get positive incentives to actively join brand marketing activities. This also lays a good foundation for the brand to form a word of mouth, accumulate loyal fans in the station for a long time and then do long-tail conversion.
The jump links that appear synchronously with the marketing content will lead the huge traffic brought by strong exposure and the fans harvested from creative play to the e-commerce venue, directly narrowing the distance between users from social interaction to consumption behavior, and improving consumption efficiency and brand revenue. It can be said that the huge engine is under the strong product force support and perfect marketing strategy, open up the media end to the consumer terminal, and better realize the product efficiency synergy, from the operation to the sales of the full link conversion.
An effective advertisement can not only promote the tonality of the brand, but also achieve circle breaking, while achieving new user additions or sales conversions, it is not easy to do these points. High-quality content, touching emotions, and follow-up diversified marketing methods are indispensable. For how to upgrade marketing content into a brilliant marketing event, JD.com and Huge Engine have made an excellent example.