Deep Sound Original · The author | Zu Yang
In recent years, domestic brands have played more and more diverse in content marketing: Luzhou Laojiao has launched a joint "Peach Blossom Drunk" with the popularity of the drama "Three Lives and Three Worlds and Ten Miles of Peach Blossoms", and Honey Snow Ice City relies on the simple melody but brainwashed rhythm to spread throughout the Network.
It is not difficult to see that this series of marketing activities is actually to add a heavy "content" that consumers love to the product.
"Content is king" was originally the consensus of the marketing industry. But the problem is that most brands are still separated from advertising and content, and the creativity is extremely outstanding, but the conversion effect is difficult to guarantee. In particular, the Internet dividend has peaked, the aesthetic level of the audience is increasing, and the new increase in content marketing is not only an important issue facing the old domestic products.
During the Spring Festival, the CNY marketing campaign jointly launched by Feihe Milk Powder and Huge Engine triggered a lot of noise, and the exposure of the entire project reached 7.79 billion; among them, the core project #New Year's Gift # Topic Read more than 5.7 billion, #Mao Lord Came # Topic Total playback reached 1.07 billion. Reviewing Feihe's CNY marketing, it can be found that its delivery action closely grasps the emotional trajectory of the public's new year, and creates an immersive communication strategy that integrates reach, plant grass and transform.
In a festival as competitive as the Spring Festival, content marketing wants to go out of the circle is actually "more difficult than difficult". So how does Feihe do it? What reusable ideas can it bring to the industry?
Content is global and efficiently combined
For brands, the popularity of a single content is fleeting, the reach is limited, and the content portfolio is full of complexity and is not easy to do.
Dismantling Feihe's marketing gameplay this time can find that the brand has quickly realized the utilization and combination of "global content" in cooperation with the huge engine - taking advantage of the rich star talent resources, through short videos, live broadcasts and other performance channels, to infiltrate multiple circle users with different waves, from shallow to deep.
Celebrities can quickly gather user attention, but also can assume an important role in endorsing brands and products, so in the first link, Feihe chose Tian Xiwei, milk tea merchant Zhenbo and other new generation stars to share their New Year's posture videos, pre-heating the New Year atmosphere; subsequently, Li Jiahang, Li Sheng, Fu Xin Boying'er and other celebrity couples, and through the pot challenge, disguise, tacit answer challenge and other tricks short videos, the product points of Feihe were naturally implanted to further spread the heat.
Star Matrix short video
KOL and KOC are another important factor in penetrating the circle and mobilizing potential consumer participation. After the star spread, Feihe chose the high-heat KOL and xiao tadpole mother, delicate spicy mother ronger, small sweet wine and other maternal and infant KOLs on the site such as Seven Uncle Brain Grandpa, Meat Face Orange, Zhu Aoyu and other high-heat KOLs to form a matrix of talents, further strengthening the product strength of Feihe's new product Star Feifan Zhuorui "containing lactoferrin and 10 times probiotics", and "rolling" more potential consumers from the periphery into this interaction.
Under the traffic amplifier effect of celebrities and celebrities, the brand influence has been continuously improved, and the total number of short videos of celebrities has reached 197 million, and the videos of celebrities have received a total of 7.67 million + views and 120,000 + likes.
KOL, KOC, celebrity matrix short video
While using stars and talents to spread the heat outward, Feihe also conveyed the deep value of the brand around the topic of "home". For example, the joint People's Daily launched the "Live Your Own Home" TVC, inviting three-time freestyle ski world champion Li Nina, actor Wu Jing, Vice President of Feihe Research Institute Jiang Shilong, and China Aerospace Science and Technology Group Five Academies Activity Detector Deputy Chief Designer Jia Yang to tell their "home" story, setting the tone for the national brand at the same time, but also maximizing the release of the differentiated voice of CNY marketing.
When the topic of "living your home" played the basic cognition, Feihe used the micro-film "Your Growth I Am Present" to deconstruct the importance of parent-child accompaniment, and the warm side released by the brand in the micro-film also further strengthened the consumer's mental cognition of the role of Feihe's "companion".
In this content dissemination, after brushing the screen with stars and talents, and then deeply conveying the brand concept through TVC and micro-movies, it is also necessary to have a long-term and continuous output of topic aggregation positions to continue to push the traffic accumulated in the early stage to the climax. So Feihe dropped the aggregation position in Wang Mao's live broadcast room - "The Lord is Coming".
Since last year, the commercial value of athletes ushered in a big explosion, during this year's ice and snow event, Wang Meng went out of the circle with the golden sentence of "my eyes are rulers", setting off a boom of "Learning" on the whole network, and the flying crane that chose Wang Meng first happened to catch up with the heat outlet. In addition, Wu Dajing, Zhou Yang and other sports athletes "guest" Wang Meng live broadcast room, but also for Feihe to bring more topics and heat, the brand can be said to fully take advantage of the ice and snow event of the extremely high influence.
At the same time, in the 15 live broadcasts of "The Lord is Coming", Feihe appeared frequently in the form of product exposure and Wang Meng's recommendation, and an online grass planting space with both heat and trust naturally formed. The identity of Wang Meng himself and the Feihe brand in Heilongjiang has further enhanced the trust of the brand.
As of the end of the show, the total number of plays of #Mao's coming # topic reached 1.07 billion, the total number of live viewers was 28.98 million, and there were 73 hot searches on the derivative network, of which the topic #Wang Meng kicked Wu Dajing out of the live broadcast room # on Weibo, Douyin, and headlines. High popularity and high reputation have also allowed Feihe to occupy a high position in the social pool.
#Mao Lord came #Topic Data
In the diffusion of brand voice, Feihe jumped out of the traditional focus on exposure link, and did not rely on a single content contact point, but through the advantages of resources such as stars and talents, short videos, live broadcasts and other different performance channels, let the brand and users establish an interactive field, with the "content globalization" marketing model, maximize the completion of traffic guidance, and take the lead in the fierce CNY marketing.
Interactive panorama with grass planting across the line
Global content dissemination also brings good interaction.
Every Spring Festival, the atmosphere of family reunion and human etiquette is the strongest, and the user's emotional points and emotional resonance are also extremely strong. Taking advantage of the festive atmosphere of the Spring Festival to create a topic that fits this point in time can effectively stimulate the emotional resonance of consumers. The new product is directly substituted into the gift scene, and through the scene marketing, it can boost the new product to enhance cognition and quickly occupy the user's mind.
In this CNY marketing, Feihe took "gift-giving" as the theme, took the new product Xingfei Sail Zhuorui Infant Milk Powder as a New Year gift, launched the topic #New Year Gifts# on the douyin and today's headline dual platforms, inviting users to take the topic relay to post their New Year posture, send New Year blessings, and build a position for users to interact with the brand at a special time node.
At the same time, Feihe Fang launched the #I Grow Up With You # Topic Challenge, gan Wangxing, Fei Qinyuan and other 12 Douyin popular stars took the lead in releasing the New Year gesture dance, and invited the whole people to shoot the same model of stars. When shooting the same video, users use customized stickers and exclusive BGM to shoot videos, and when they are released, they have the opportunity to receive cash rewards when they participate in the national task.
Taking the topic that fits the brand theme as the name of the challenge, giving the framework of "stickers" and "BGM" to stimulate user creativity, combined with the national task, expanding creative tools and creative incentive methods, this series of immersive interactive marketing games allows users and brands to have more positive interaction, deeply touches the user's heart, and also closes the distance between each other.
In addition to the challenge play for mass consumers, in order to make the concept of "home" more in-depth, Feihe also launched the Feihe Elite Home PK Tournament for employees and dealers.
In most interactive marketing games, brands tend to overlook the role of dealers. However, in the PK competition, Feihe stimulated dealers to interact with more potential consumers in the form of rewards, and the "private domain co-construction" precipitated more regional fans, paving the way for subsequent conversions. In addition, the model of collective participation and collective ranking also strengthens the emotional identification of dealers for the brand - only when the dealers deeply understand the brand value can they better exert the power of "a rope".
According to the data, the PK competition mobilized the enthusiasm of dealers across the country, with a total of 42,000 Feihe elites participating, with a total of 9.35 million votes+.
Dual topic exposure
In order to further open up the marketing heat, Feihe also took advantage of the huge traffic pool of Douyin to bring more strong exposure to the theme challenge through the rich drainage entrances in the station such as the Douyin search page, the Douyin hot list, the information flow, and the hot product special page. And outside the station, Douyin has also been synchronized with today's headlines to expand the scope of the traffic pool.
Drainage entrance attracts and gathers traffic, expands the breadth of marketing, and mobilizes the enthusiasm of user participation in theme challenges and national tasks, and makes a depth of marketing. With both breadth and depth, today's headlines, douyin platform double-ended, #New Year has courtesy # Topic reading volume of more than 5.7 billion, interaction volume is approaching 60 million; # My growth has you present # Theme Challenge The reading volume on the Douyin platform exceeded 4 billion, and the popularity value of the Douyin hot list exceeded 9 million.
And importantly, this link is also the intermediate link of "carrying up and down", undertaking the previous exposure traffic, the traffic flows into the subsequent conversion to the greatest extent, and the diversified marketing scenarios and rich interactive gameplay also lay the groundwork for Feihe's subsequent "traffic" to become "retention".
The whole chain of marketing, the effect of sales directly
Of course, today's "content marketing" has long been more than just aggregating traffic. Any single marketing campaign is like a fleeting firework, if there is no matching back link to undertake, the traffic aggregated in the early stage is extremely easy to lose, and it has not been successfully driven or short-term or long-term conversion, and in the end it will only be the brand's "self-hi" one.
The ultimate purpose of the brand is always to do business, so the conversion ability of the back link is the key to the current brand. The cooperation between Feihe and the huge engine is not only to achieve the two links of exposure and interaction, but also to cover the transformation, the integrated full link of product effectiveness, and gives the effective gameplay of content marketing connection conversion.
First of all, whether it is a short video, a live broadcast title, or a strong interactive theme challenge, the traffic attracted by the content can find the bearer of the brand official number.
After directing traffic to the brand's own position, Feihe also operated for a long time with normalized self-broadcast and short video content operations, and the traffic became the brand's own "loyal fans" in the process. The data shows that after the end of the event, the official account of Feihe Douyin increased by 200,000 fans. At the same time, the small shop in the brand number is also equivalent to the brand itself supporting the shelf, and the integrated structure of the number store allows users to achieve "planting grass" and "pulling grass" at any time.
Secondly, live broadcasting, which directly links content and consumption, is an important tool that undertakes the integration of seeds and the full link of product effectiveness.
On the one hand, the normalized brand self-broadcast can be used as the basic disk of the brand's daily sales operation; on the other hand, celebrities and talents can also join the brand live broadcast room from time to time to drive traffic into sales faster, for example, this time Feihe invited the star Daddy Sun Yizhou to be a guest in the brand live broadcast room, sharing parenting experience, and successfully driving the promotion of brand sales.
From the stars, talents, and live broadcast titles in the exposure link, to the theme challenge of the grass planting interactive link, the national task, and the brand self-broadcast of the transformation link, the entire link was reviewed, and Feihe realized the reach, planting grass and transformation in the same position. The traffic accumulated in the early stage and the traffic of celebrities all landed in the live broadcast room of the official Douyin account, and the business position was built from this, and the complete transaction link was thus formed.
In the entire link, Feihe's long-term accumulated brand power and product power can also be maximized.
This year coincides with the 60th anniversary of the establishment of Feihe, 60 years of development, Feihe has always adhered to innovation, do high-quality infant milk powder, as Feihe Chairman Leng Youbin said, innovation and quality is the key to Feihe calling domestic brands. On this basis, Feihe has developed a set of industrial clusters covering all aspects of agriculture and animal husbandry, from source pasture planting, feed processing, large-scale dairy cattle breeding to production and processing, logistics and warehousing, etc. to achieve full-chain quality control, rebuilding consumers' trust in domestic milk powder.
This set of innovative industrial chain advantages and its own brand power have also been officially certified. In February this year, Feihe appeared on the CCTV "China Brand Power Ceremony" of the top ten "light of national products" list, as the only selected dairy brand, Feihe's products are also the focus of the entire industry to a certain extent, Feihe's new product on the line of Xingfei Zhuorui infant milk powder, rich in lactoferrin + 10 times probiotics, its product power is also more assured.
On the basis of the brand has accumulated enough word of mouth and user trust, the content marketing capabilities of the huge engine continue to increase the weight of brand marketing - from the provision of global content resources, the support of panoramic interactive gameplay to the realization of the whole link of marketing, the combination of boxing methods aggregate potential consumers from different circles and different fields to the greatest extent, and achieve accurate reach and conversion. The advantages of the whole link allow user traffic to be retained for a long time, and the brand can obtain the compound interest brought by long-term thinking for subsequent precipitation.
The media is innovating, and content marketing is always iterating with the iteration of the media. Compared with the simple content marketing in the past, the connection between the brand and the user in the full-link mode is two-way: the user participates in the interaction and expresses the feeling of the brand; the brand initiates the interaction and then uses a series of fresh gameplay to guide the user to the next link, interlocking, creating a closed loop of traffic. The huge engine with rich interactive gameplay and high-quality content IP will also tap more business opportunities under the full link in the future and get more new ideas for growth.