After the policy was liberalized, multi-child parenting has become a new topic at present, and on Weibo, we often see related discussions such as "how to do a good job of water master for second-born parents" and "how to keep up with the nutrition of children", and the market, public opinion, and even the film and synthesis have begun to get involved in this field.
This also adds another fire to the mother and baby track, and the milk powder category that is the core of the industry is naturally "stained with light". Coupled with the gradual return of the milk powder market to rationality in recent years, domestic milk powder is trusted by more families, and domestic milk powder brands are poised to develop, and the banner milk powder founded in 2013 is a typical representative of it.
The banner emphasizes the characteristics of "fresh" products, the first milking to processing 2 hours into powder, in the past few years in the market gradually opened their own channels. However, if you want to stand out in the marketing of many milk powder brands and truly communicate with the mother and baby group, the banner of the banner must again "follow the trend".
Image source: Weibo user @ Mian Mian Mian
The title film synthesis is a common solution to the brand's popularity, which not only conforms to the catalyst consumption scene of young maternal and infant audiences, but also increases the intensity of screen brushing, causing heat discussion, and the banner also conforms to the trend and adopts the strategy of first integrating into the hot traffic circle.
Some time ago, Banner sponsored the second season of the parent-child popular variety show "My Little Tail", allowing itself to initially integrate into this hot circle. On the way to create a wider impact and a deeper memory point, Banner and Weibo fully understand the parenting troubles of the younger generation, play a Taiwan network program linkage version 2.0 from entering the circle to breaking the circle to deep ploughing, extending from hot Taiwan network topics to professional interpretation of maternal and infant vertical categories, which not only improves brand recognition but also accumulates reputation.
Popular variety shows are the foundation
"Tailor-made" will really break the circle and detonate
Since the first season, the topic of the same name , # My Little Tail # has set off a lot of discussion on Weibo, and during the second season, The flag has also chosen to show this topic. As of now, the topic has been read more than 2 billion times, which does extend the brand's exposure in television and open up popularity to a certain extent.
However, at this time, it still stays at the level of the user's initial understanding of the brand. In this regard, Banner thought of a new idea - tailor-made topics to strengthen the understanding of the brand in the interactive discussion of netizens.
First "volume" title variety show. When the first season of "My Little Tail" was broadcast, everyone began to share the topics often encountered in parenting life around the plot of the show, among which "two-child, multi-child families with small growth relationships" and "family parenting education accompaniment" became the focus of discussion.
Then "measure" the pain points of the crowd. Today's Bao Mom Bao Dad actually does not mind whether it is a domestic or foreign brand, they pay more attention to product quality, and whether they can solve the parenting problems encountered in life scenes.
Based on these two points of analysis, combined with the banner itself main "fresh" brand characteristics, the interactive topic - # big children with children live with you to play #, this topic not only integrates the "big children" variety hot spots and user concerns, but also emphasizes the "fresh" product highlights, but also attracted many netizens to participate in the discussion, the current hot content reading volume of up to 1.8 billion +, interactive volume of 500,000 +.
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It is understood that the target value of this topic was only 100 million before, and now it is far beyond the expected effect, and the customized topic of "one word and three passes" makes the film and variety hot spots and the flag more closely combined, so that the borrowing of the hot spots is more fierce, and the popularity of the breaking circle is more thorough.
The subdivision vertical class is more into the circle
The mother and baby matrix makes the "flag" deeply rooted in people's hearts
The setting of the main topic provides users with a field of communication and further cognition of the brand, but this has just completed the first layer of the Taiwan network linkage, and wants consumers to have a stronger memory point for the brand, so that the product recognition is clearer, and the flag has to explore the depth of the vertical category.
For example, in the fifth program, in order to solve the problem that his sister did not like to drink milk powder, his brother took his sister to the milk powder factory, and after observing the milk powder production process, the problem of drinking milk by his sister was solved. The true reversal of this "human cub drinking milk real fragrance scene" has integrated into the characteristics of the flag "fresh", which is also the highlight of the brand promotion of this issue.
How do you amplify this? Through the monitoring and analysis of the program content and user focus, the topic of #What to do if the baby does not like to drink milk has been derived.
In the discussion, the parenting expert Grandma Bao @ Bao Xiulan Clinic gave a solution from many aspects such as the feeding environment and feeding method, and the mother and baby V@ the mother and baby were analyzed from the reasons why the baby did not like to drink milk and gave countermeasures one by one.