Author Madman | Marketing Maniac (HLW3600)
In the era of information fragmentation, in the face of increasingly difficult to obtain consumer attention, "terrier" is the most easily disseminated social currency among young people in modern society, also known as the biggest communication lever, "understand the terrier", "make terrier", "play terrier", and become the "fast lane" for brands to enter the social context of young people and communicate with them in depth.
Recently, Cadillac creatively started from the harmonic stem, created an intriguing fun TVC, snatched the attention of a wave of young users, triggered the spontaneous spread of consumers, invisibly touched the minds of users, and helped the brand achieve the effect of going out of the circle.
1
Borrow the brand name fancy stem
Bring brands closer to users
"Playing with Terrier Marketing" is not simply to create hot topics to win attention, but to create easy-to-remember and easy-to-disseminate marketing content on the basis of understanding the mentality of young people and combining the context of the current Internet, focusing on brand value.
Cadillac cleverly borrowed the brand name to create a harmonic stem, conveying love and wishes in a festive atmosphere, warm texture and witty humor, and successfully penetrating the young circle.
1. Insight into the trend of the times, fun to attract the attention of young people
"Terrier" is a network term that has risen in recent years, commonly known as laughter, and the stalk is to pave the way for laughter and the misuse of the word "哏".
In the entertainment era, the meaning of the word "terrier" is constantly expanded and extended, as large as a certain time period, as small as plot interludes, and even the fragments that occur in the story can be called "terriers", such as "height terriers", "classic terriers", "face-bumping terriers", "romance terriers", "creative terriers", "humor terriers" and so on.
The so-called terrier marketing is a way to use "terrier" as a means to carry out marketing.
Cadillac's short film "Cady LIKE U", reinterpreted the brand name with a harmonic melody, integrates five forms such as mime, stop-motion animation, couple drama, allegro, etc., bringing different plots, interesting but can make people feel warm, a pun to show the brand temperature, cleverly attracting the attention of young people.
2. Borrow the charm of Terrier culture and communicate with consumers with fun
In the wave of young marketing, "stem marketing" has a strong penetration and vitality.
The content with stalks and materials is the key to pry the user's emotional heartstrings. With the harmonic sound of "Cadillac and Cadillac LIKE U", Cadillac creates a humorous small theater, interprets and transmits the love between various intimate relationships in a brisk way, exudes moving emotions in a cheerful tone, and builds an interesting communication bridge with consumers.
3. Subtly implant selling points to create a young brand image
In terrier marketing, how to effectively use the heat, accurately grasp the mentality of young people, and use the network heat to achieve the joint circle of brands and products is the top priority to improve the brand effect.
Cadillac keenly grasped the topics of "family" and "reunion", and used textured short dramas to interpret the love hidden in family, friends, lovers and other parties: "Mom and Dad LIKE U; Grandma LIKE U; Baby LIKE U; Grandpa LIKE U; Property LIKE U; Xiao Wu LIKE U; Xiao Su Xiao Wang Xiao Li LIKE U; Kai Di LIKE U"
Cadillac uses interesting short films to achieve subtle product safety selling point implantation, conveying the brand's sense of care, protection and pampering for users, so as to further shape the brand's youthful image of "playing".
2
The era of pan-entertainment
How "terrier" marketing is out of the loop quickly
Generation Z on the stage of social consumption, "personality", "independence", "chasing the trend" is the main label of this group, compared to the conventional hard and wide, or blindly advocate product performance, with interesting quality content, and young people to establish a new communication context, is the key to marketing circle breaking.
1. Simple and easy to understand, with great dissemination power
In the traffic password of terrier marketing, we can get a glimpse: when the form of the stem is simpler and easier to understand, the easier it is to be used and accepted.
For example, "dry rice people", "hit workers" and other trend terriers, with their sand sculpture brainwashing, simple and easy to understand attributes, for a time burst the Internet. The "LIKE U" is simpler, easier to understand, and more widely disseminated among consumer groups.
2. Interesting and real, strong empathy
Look closely at the brand memes that are out of the circle at the moment, and their communication content cannot escape the truth and interest of the world. Authenticity is always the most impressive, and interesting is also a powerful weapon to inspire users to spread independently. Real and interesting content is more easily accepted by the public, and it is also easier to stimulate users' sense of resonance and desire to share, triggering a fission of communication.
Cadillac's fun short film creates situations based on common scenes in daily life, which is humorous and realistic, allowing the audience to have a warm empathy while laughing.
3, strong memory point, easy to create "human design"
"Terrier marketing" is essentially a kind of cultural communication, with its interesting characteristics to create a strong memory point, in the subtle to output brand recognition to users, occupy the user's mind.
It can help brands to shape "people", so that a brand has a distinct personality image, and establish a stronger sense of trust and dependence on the brand by consumers. Brands want to play with the "human design" of the terrier, and the most important thing is that the "terrier" should be closely related to the brand symbol itself, so that the consumer's memory point of the terrier is transformed into the memory point of the brand.
Cadillac borrowed its own brand name to create the harmonic Terrier Kaidi LIKE U, which undoubtedly integrated the brand information into the Terrier culture, subtly seized the minds of consumers, and completed the effective transmission of brand information. Novel and eye-catching, interesting and informative, in the era of pan-entertainment, "will play" has undoubtedly become cadillac's out of the circle cheats.
3
Make the most of the heat and avoid risks
"Small and big" to improve the brand effect
The spark of a spark can ignite the plains. An inconspicuous "terrier" also has the huge energy to trigger fission propagation and pry flow bursts. Good stems can use their fun to narrow the distance between brands and users, but old stems, rotten stems and even negative stems will only have the opposite effect.
So, when brands use "stems" for marketing, how should they make full use of their popularity and avoid their risks, and use "small stems" in exchange for huge user attention?
1. Pursue timeliness and grasp the life cycle of "stems"
A stem is often accompanied by a certain public issue, so it has a life cycle. Only by grasping the traffic apex of the stem can we leverage the greatest attention of consumers and bring maximum marketing value to the brand.
Blindly "fried cold rice" and playing with old terriers can only appear to be outdated in the brand. But there are also some stems, because of their irreplaceability has a powerful energy, and the timeliness can often last for a long time. For example, Cadillac's "LIKE U" this time, the sincere love and liking between people, will always be enough to touch people's hearts.
2, a deep understanding of the culture of terriers, "playing terriers" should be moderate
Brands need to constantly play with users in communication, and "playing with terriers" is a way to pull into the relationship between brands and users. Whether it is "stem" or "paragraph" is an expression of youthfulness, which has a role in promoting the rejuvenation of the brand.
Playing with terriers, out of humor, needs to be implemented under the premise of a deep understanding of the current network culture. Proper entertainment, or brand "self-deprecation," can make consumers feel good, thereby increasing brand effectiveness. However, if the terrier is played excessively and irritates consumers, it will put the brand in the whirlpool of public opinion, resulting in serious consequences that are counterproductive.
3. Link brands and accumulate personalized assets
Some brands play with terriers, using the heat of terriers to create topics and attention for brands, but this marketing effect is only short-lived. The more intelligent terrier marketing can transform the "terrier" into a long-term asset of the brand and continue the vitality of the terrier.
Cadillac keenly grasps this point, through this theme, the many performances of Cadillac are integrated, and the human feelings and product selling points are perfectly presented. While shaping the brand's youthful image with the help of terrier marketing, it also accumulates long-term assets for the brand and helps the brand to develop sustainably.
Therefore, if a brand wants to enter the rejuvenation through the sharp weapon of terrier marketing, it is necessary to carefully grasp the hot spots, pay attention to timeliness, deeply understand the terrier culture, entertain the terrier, play the terrier moderately, and transform the terrier into the long-term asset of the brand to maximize the brand effect.
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