Make a short film of a hot topic, it's amazing!

Copywriting, not just copywriting. Copywriter (MrCopywriter)

In the age of social media, good ideas are everywhere: a tweet, a comment, an answer, can be a source of inspiration for marketing communications.

Recently, the leading professional maternity and infant brand Eilevi has been talking about the topic of "why do we have children?" "It was made into a thought-provoking short film.

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The first sentence of the short film "Why do I have children?" "It seems to be very suitable for the style of knowing, throwing out questions for a second to grab the audience's attention, and the content directly hits the core concerns of the audience." The short film title "Nourishing Each Other and Nurturing New Life" is more like a concise answer to this question, forming a "logical closed loop" of one question and one answer.

What is more ingenious is that Elavi is not satisfied with knowing the answers given by netizens, nor does he want to talk about it, but through a highly condensed lens narrative, artistically shows the whole process of "feeling and understanding of childbearing", and deeply interprets the connotation of "nourishing each other and nurturing new life": "I raised him, he also accompanied me, I nourished each other, gave birth to each other's new life, in the flying time, we together, let the future have some expectations."

Tasting the short film, many copywriters can directly trigger the audience's empathy, I believe that women who have experienced childbearing will see their past or current selves in it-

For example, the perception of married life before the birth of life is that "many of the good things in life have already happened, and the next days are more repetitive, day by day, year by year."

When pregnant with life, I am extremely sensitive to my emotions that tremble because of another life, "every day I wait for him makes me worry and makes me happy."

After giving birth to life, a new self was activated by another life, "Every day he came, let me experience childhood again... I seem to see that little 'self' when I was a child, I understand better and accept myself."

In addition to the delicate copywriting, the communication method of the short film is also very exquisite: the whole article does not see the traces of brand implantation, but it is permeated with the observation and concept of the brand -

In the first half, the brand depicts a fertility situation that is more in line with the real situation: perhaps women do not know what will happen in the future before becoming mothers, but in the process of conceiving life, they have a richer experience experience, enhance more dimensions of feeling cognition, and in the process of interacting with children, both spirit and emotion have gained.

In the second half, the brand is based on the true voice of women after becoming mothers, conveying support and blessings: giving birth to a new life is an opportunity for both parties to experience life inspiration and life growth, in this process of nourishing each other, Ailewei will provide all-round help - "support every mother's great contribution, in the first 1,000 days of life, with scientific nutrition, care for the whole process of pre-pregnancy, pregnancy and parenting period."

From the perspective of communication effect, while meeting the emotional needs of the target audience, respecting and assisting women's reproductive choices to the greatest extent, Ailewei Short Film effectively outputs product functions and penetrates the brand value in detail.

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As mentioned at the beginning, the idea of the Eilewei short film originated from the high praise of @ze Ran, the new answer of the ten years of new knowledge, "Why do we have children". There is no great truth between the lines of the original answer, but with a sincere attitude, plain writing and ink, and an open perspective, an ordinary person's views on fertility are told.

One day in your thirties and forties, you will suddenly find that

The best things in life have happened,

All that's left is repetition and aging, year after year, day by day.

And the child will wash away the repetition and make life unknown again.

He/she annoys you,

Let you worry, make you rejoice, surprise you,

Let you experience childhood again,

Let you understand the state of mind of your parents at that time,

Gives you a reason to buy toys that you once couldn't ask for.

Make you strong in pain, calm in crisis,

Let you see your childhood self, see his bravery,

His curiosity, his cramping, his uneasiness,

So as to better understand yourself and accept yourself.

Parents raise children, and children accompany their parents,

Parents and children nourish each other and make each other.

In the time that flies, he makes the future look forward to.

One of the most touching points is the final summary point, which is the inspiration for the Ailewei short film, and also fits the brand concept of Ailewei: the relationship between parents and children is not unilaterally giving and taking, nor is it the pursuit of the so-called complete means and purposes of life, but nourishing each other and going to a new life.

From the feedback after the release of the short film, it can be seen that the sublimation interpretation of The Answer of Ailewei has triggered more extensive and enthusiastic discussion and thinking.

Pulling up to the level of marketing strategy, there are three highlights of Ailewei's communication that are worth learning:

01

Content Creation Exploration: Empowering Each Other and Achieving Each Other

One of the highlights of the Ailevi short film is that its creativity stems from the wonderful answers of the bloggers. But it should also be seen that Ailewei has done more in presenting creativity: it does not stop at answering the content itself, but releases the power of the brand to further polish, with a rich and emotional copywriting narration, as well as a natural and smooth, comfortable visual picture, which integrates the brand's unique expression style and thought genes.

In this way, it not only amplifies the thinking flash point of the Zhihu Respondent, but also shows the content construction power of the brand itself, so that the creation between the brand and the Zhihu Respondent forms a connection of "nourishing each other and nurturing new life" as the theme of the short film says.

That is to say, the excellent ideas of the Zhihu Respondent provide inspiration for brand communication, and the brand empowers and activates the creativity of the Zhihu Respondent with the communication energy, thus winning a broader space for expression for both parties. This attempt provides a new way of thinking about content creation for brands that are struggling with creative exhaustion.

02

Audience communication strategy: Be honest enough and think critically

The more excellent cases I have seen, the more profoundly I feel that in the era of competing for traffic and grabbing eyeballs, sincerity and impartiality may be the communication weapon that penetrates people's hearts.

This is exactly what Ailewei has done: based on the insight and understanding of consumer mentality, using divergent creative thinking, combining KOLs in multiple fields including parenting, nutrition, economics, biology, etc., from different dimensions around the theme of "nourishing each other and nurturing new life", creating a special page of Zhihu, from "love is the nourishment of two-way flow", "there is a force called 'we understand you'" and "scientific nutrition to nurture new life", presenting a diversified open-ended discussion.