Spring in 2022 is ordinary but unusual. Travel is blocked, social interaction is restricted, and repeated special conditions continue to affect everyone's life. But the excitement of life has never been broken, whether it is the beauty of spring on a family outing, or the true feelings of joining hands in a special period, it is worth being guarded and recorded.
Meitu Xiuxiu and Zhonghong Insurance jointly launched the "Guardian of Wonderful Life" theme formula challenge, the event revolves around the core proposition of the brand "guarding every wonderful", starting from six major directions, combined with the original path traffic advantages of Meitu Xiuxiu and the centralized laying of platform-level operational resources, to create a set of professional and exquisite and public brain holes as one of the national co-creation event.
In the end, the project received more than 520 million exposures, the total use of the event formula exceeded 10.5 million, and the concept of "Guardian of Wonderful Life" of Zhonghong Insurance was successfully exported, and the event ended successfully.
-Poly Creation-
Half-proposition gameplay + multi-circle layer interaction
Focus on releasing users' creative enthusiasm
Meitu "Theme Formula Challenge" is based on Meitu's characteristic gameplay "Meitu Formula", after the monthly theme "Formula Master Selection" operation test on the platform for one year, after careful polishing of user participation in the mind, event process, drainage and promotion of vitality, etc., has accumulated rich operational experience, so as to further commercialize the new formula upgrade gameplay.
The cooperation between Zhonghong Insurance and Meitu's "Theme Formula Challenge" will display the proposition of "Wonderful Life Guardian" of Zhonghong Insurance through visual form, and gradually convey the brand concept in the process of user participation in co-creation, so that Zhonghong Insurance and the concept of "Wonderful Life Guardian" will be more closely connected.
Under the joint efforts of Meitu Xiuxiu and Zhonghong Insurance, once launched, the event received support from multiple creative forces including professional formulators, Meitu talents, and brain hole users. The competition is customized by the official designers of Meitu with three inspired materials, and the professional formulators of Meitu are invited to use this as the basis for creation, and create formulas around the six directions of "guarding beauty, guarding health, guarding ideals, guarding growth, guarding families, and guarding better every day". In the end, 40 high-quality recipe templates with different styles were customized.
With the escort of Meitu's professional formulators and the support of Zhonghong Insurance's meticulous interpretation and interpretation of the concept of "Guardian of Wonderful Life", users have a deeper perception of the aesthetic insight and creative inspiration of the theme of the event, which further awakens the creative enthusiasm of ordinary users.
In addition, the event also set up a cash prize to encourage all types of users to actively participate in it from the aspects of creativity, participation and exquisiteness. In the end, eight high-quality entries were selected to launch the original theme formula area and the selected section of the topic page, which not only stimulated the creation, but also did not forget the two-way interaction to attract users to "one-click" film.
-Promote participation-
Exclusive topic page aggregation, golden dot eye-catching, native path drainage
Multi-path promotes in-depth interaction between brands and users
Not only does it have multiple circles of creative power to escort the event, Meitu also invests a lot of resources in the station to help Zhonghong Insurance 'Guardian of Wonderful Life' Theme Formula Challenge multi-dimensional three-dimensional to attract user participation.
At the beginning of the launch of the project, the activity took the theme topic page of the challenge as the main position, and carried all the core content of the event in one stop. On the topic page, there are explanations of the rules of the event and the display of the required materials for the competition, which is convenient for users to start the creation with one click after understanding the event, and there are more preferential formula recommendations and entry works display sections, which is convenient for users to brainstorm and release unlimited creative vitality.
After the release of the event works, users will flow back to the topic page information flow page, which is convenient for one-click shooting of the same model to form a closed loop of the event, realize the dual identity authentication of the contestants and punch card users, and greatly stimulate the active potential energy of a single user. On this basis, the enthusiasm of users has also increased exponentially, no longer limited to passive participation in activities as a "spectator", but actively co-creation as a "member of the event", which greatly enhances the subjective initiative of users and deeply demonstrates the interactive marketing mobilization strength of the Meitu platform.
In terms of site exposure, the event aggregation of the five major APP of the Meitu Department brings matrix exposure, synchronously cooperates with the eye-catching display of the background board of the home page of the Meitu Show, supplemented by the release of CONTENT such as MT Intelligence Bureau, push, and private message push, and promotes the voice of the event without dead ends in the whole station.
At the same time, the event also buried the original tool path in the station, and the brand material was synchronously implanted into the "Sticker" and "Border" toolbar, and high-frequency exposure was made in the subdivision tool section. In addition, 8 high-quality works were selected, and a special area for the exclusive "life blockbuster" formula of the Zhonghong Insurance brand was opened to display the high-quality content of the event for users to screen into pieces according to their needs.
-Expansion Circle-
Event quality content attributes + two-way resources inside and outside the synergy
Help break the circle of the event
First of all, from the content of the event itself, the design of the links of the event is progressive, constantly gathering the strength of each circle, accumulating strength, and bringing out the attributes of the circle.
The event begins with three official design materials, hammers and tones, and steers the tonality of the event from the source; Then activate the user's creative brain hole with the diversified types of works of the formulator, and continuously output a large number of high-quality formulas; At the same time, with the KOL/KOC photo demonstration, with strong visual effects to attract ordinary people to take pictures, extensive user participation allows the brand to ride the east wind of the event to quickly go out of the circle.
Secondly, in order to deepen the influence of the event, the Zhonghong Insurance "Guardian of Wonderful Life" theme formula challenge continued to empower the sound of the event through internal and external two-way channels, in order to attract more users to participate in the event activities, and widely promote the brand theme of Zhonghong Insurance.
The Meitu community in the station, under the double blessing of the golden hard wide and the original path, has nearly 10,000 UGC continuously output various event-related content in one week, and forms a very high degree of discussion on the platform, the atmosphere of the event is extremely strong, and the sense of creative competition that makes you catch up with me quietly spreads. At the same time, Meitu exerts the power of the official number of the Meitu Department outside the station, continues to speak out on Weibo to boost the popularity of the activity, diverges user creativity, attracts a large number of KOLs to actively participate in it, multi-dimensional display of the theme of the event "Wonderful Life Guardian", attracts many netizens to participate, and sighs, "Guard healthy travel, guard the family, I like such a theme, it must be meaningful to participate in such activities", and more profoundly convey the brand vision "for a better every day" to the user's mind. Let brands and users practice a positive attitude towards life under the epidemic.
Based on this, the event quickly went out of the circle, followed the user's personalized formula and posted pictures in the social circle, widely spread and fermented, and swept to multiple social platforms outside the station.
In this fiery context, Zhonghong Insurance immediately upgraded its gameplay, released exclusive benefits on the official public account, continued to increase the number of activities, and successfully drained the private domain of the brand.
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The "Guardian of Wonderful Life" theme formula challenge launched by Meitu Xiuxiu and Zhonghong Insurance was successful in the first battle! The event is led by the customization of the theme content, relying on the explosive "Meitu Formula" gameplay, with the original path of retouching the map, all-round layout of the event, creating a characteristic "national creative crowdfunding" interactive marketing, building a communication bridge between the brand and the user, infiltrating the brand concept into the user's mind, and branding the deep mark of Zhonghong Insurance's "Guardian of Wonderful Life".
In the future, the Meitu Theme Formula Challenge will also continue to empower the multi-faceted marketing needs of brand new product listing promotion, brand concept transmission, brand scene shaping, and youthful communication, and give full play to the content ecological advantages of Meitu's "birthplace of thousands of beautiful lives", bringing brands a new interactive marketing experience that is lighter and more in-depth to communicate with users.