According to "Emotional Drive": "Effective marketing always chooses to talk to the emotional brain. "This is especially true at a time when consumers are generally concerned about their own psychology and emotions. Times are changing, media are changing, but "creating an emotional resonance marketing atmosphere" is often new.
Young consumers, desensitized to chaotic marketing messages, are willing to pay for simple emotions. Whether it can provide consumers with an emotional value is becoming the key to effective marketing communication today.
Walking through the era of "practical value" marketing, Tmall has taken "emotional communication" as the main line in the 14th year of Double 11, and through the emotional blockbuster of spokesperson Yi Yangqianxi, it interprets consumers' full emotional state and renders the ideal life atmosphere of Double 11. Big promotion marketing, this year's Tmall Double 11, has more "human touch".
1. Insight into the emotional value of Double 11
Linking spokespersons to create a "living atmosphere"
Tmall Double 11, which has accompanied consumers for 14 years, has long been more than just a "shopping carnival". With the role of "companion", it witnesses people's annual touching, comfort, surprise, happiness, dedication, expectation... Become an emotional carrier that can accommodate the diverse consumer emotions of the public.
According to the "2022 Top Ten Social Trends Observation Report", people nowadays are increasingly viewing "mining the beauty of subtle and concrete life" as the source of happiness, happiness and satisfaction. And this happens to be the emotional value that Tmall Double 11 can provide to consumers.
Projecting "ideal life" into the emotional value of shopping, Tmall uses the delicate interpretation of spokespeople to reproduce those full and vivid emotions in front of the public one by one.
In the mood poster, Tmall transforms "buy" into "joy" and "collection" into "proud"... The external expression of different emotions points to the epitome of everyone's emotions shopping on Double 11, intertwined and converged into a buying group portrait of Double 11. The understatement but particularly poignant copywriting closely links "ideal life" with "emotions", and conveys a positive attitude to life with positive words.
Tmall's figurative expression connects the love of life with the enthusiasm for shopping, and also shows the enthusiasm and confidence of contemporary consumer groups in life, and then continues the proposition of "life, you should love like this" and deepens the mind of Double 11's "ideal life".
Of course, Qianxi contributed not only to the acting skills of the atmosphere but also to the sense of atmosphere, in the arena of platform promotion, he created scarce character attributes for Tmall Double 11; As a spokesperson, he also released more diverse and larger fan appeal for Double 11.
Fans who chase idols are infected by the idol's positive attitude to life and emotions, and not only actively participate in the atmosphere of Double 11 shopping, but also help the re-spread of the event under the emotional rendering.
In addition to fans, with the help of spokespeople to build a life-oriented emotional field, Tmall also cleverly grafts shopping empathy between users and the platform, shortens the distance of public communication, and then reaches emotional consensus with potential users in different circles.
When fans and consumers receive positive emotional guidance from spokespeople and brands, this promotion communication with spokespeople as the main line uses emotions as the medium to quickly get out of the circle.
Second, multi-touch rendering emotional perception
The Double 11 promotion atmosphere continues to heat up
Paying attention to the spiritual needs of consumers, Tmall's insight into emotional value and emotional needs has completed a wave of emotional locks of Double 11. In order to make this upward "emotional power" huge, Tmall has a refined communication layout to penetrate into consumers' consumer psychology and shopping emotions step by step. Under the heat of the topic and the circle effect, the promotion atmosphere of Tmall Double 11 continues to heat up.
1. Online social media campaigning, offline emotional landmarks check-in, multi-touch points to spread the emotional atmosphere of Double 11
Tmall took emotions as the theme and created topic discussions on Weibo, arousing the public's attention about the "Double 11 Emotions".
After the emotional poster went out on the street, Tmall used the spokesperson as the incision to create related topics, and the brand and the spokesperson worked together to make official announcements and multi-circle KOL linkage, successfully penetrating into the social scene of the younger generation.
Within two hours of Tmall's official release of Yi Yangqianxi's blockbuster poster, it triggered an upsurge of fan interaction and was reprinted by relevant media. The total exposure of the whole network exceeded 500 million, causing a total interaction of more than 387w+, #Yi Yangqianxi face six squares #Related topics rushed to the 12th place on the hot search list, creating momentum for the explosion of sales at 8 p.m. on October 31.
At a time when media channels and information are becoming more and more fragmented, the content of emotional communication, if it can go deep into life scenes to create more empathy, can also drive the release of users' emotions. Therefore, Tmall lays spokesperson emotional posters in offline life scenes such as bus and subway stations, gradually approaching every corner of people's daily life.
Tmall turned the "Double 110,000 Emotions" into an emotional signal, creating a stronger emotional atmosphere for the promotion, and quickly attracting attention and triggering attention.
2. Star Emotional Award + User Emotional Challenge, diversified interpretation of the emotional value of Double 11
The emotional influence of the relay spokesperson, Tmall also linked up with ELLE to shoot a Double 11 emotional blockbuster, continuing to release emotional contagion.
"Double 11, just be happy", the short video uses the "happy" outline to point out the emotional value of Double 11: Tmall Double 11, which is held every year for 14 years, carries the shopping needs of every consumer, and also witnesses the "happiness in the world" that people expect, harvest and be satisfied at every step of ordering, signing and using.
With a phrase of "just be happy", Tmall is more helpful to people who "consume themselves". It shows that we can let go of stress, anxiety, enjoy life, enjoy every day, and enjoy the healing and surprise brought by new objects.
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The whole emotional blockbuster focuses the camera on smiling faces full of happiness, anticipation, and surprise, showing the different emotions of different user groups when shopping on Double 11, the same "happy": Meng Ziyi, who has successfully hoarded goods and shows joy; Fight to get affordable and good things, happy jumping wool girl; Get your baby's milk powder, a novice hot mom who consumes for herself...
Continuing the visual creativity of the poster, the close-up of each character's "expression" in the short film not only vividly shows their psychological activities when consuming, but also corresponds to a shopping mood. The emotional slice of the scene and the realistic user group portrait immersively bring the audience into empathy and feel the ideal life on Tmall.
It is worth mentioning that the mobile phones, message dialogs prompting purchases, and platform interfaces that constantly appear in the film also allow Tmall to appear in the consumer's field of vision as a companion, logically creating positive associations between users and Double 11, and achieving great promotion and drainage in a soft form.
While pushing consumers' positive shopping emotions to a climax, Tmall continued to exert efforts while it was hot, officially launching the "Emotional Capture Challenge" to create more social topics for Double 11 emotions, triggering an imitation craze across the network, leveraging more users to participate in it, and jointly composing a Double 11 emotional picture, which in turn triggered a new round of sales wave.
With emotions as the main line, in this marketing event, whether it is spokespersons, celebrities, and all kinds of user group portraits, Tmall will "be happy in the world" and gather them into one to form a complete emotional library of Double 11.
Under the high emotional atmosphere, the contrast and symbiosis of the emotions of different groups are integrated into the joy after the successful purchase of Double 11. The inclusive Tmall, the tolerance of different emotions and the embrace of different groups of people have thus become the profound emotional memory of Double 11.
III. Summary
Looking back at this emotional communication, we can see that in the past 14 years, Tmall's interpretation and expression of Double 11 is becoming more and more refined.
1. Play with new forms of spokesperson communication and precipitate the long-term value of celebrity marketing
Celebrity marketing is a way for brands to quickly gain the minds of consumers, but as the cost of traffic gradually increases, traditional celebrity endorsement videos gradually lose their advantages.
On the other hand, Tmall, in 2018, officially announced Yi Yang Qianxi as the first spokesperson in the history of the brand, from the debut of the "21-day vitality plan", the dialogue between the 10th anniversary of Double 11 and himself ten years ago, the creation of a spokesperson avatar [Qian Meow], 618 co-created the theme song with the whole people, Tmall's fine operation of star value, but also brought it more emotional premium. On Double 11 this year, Tmall is no longer bound by the form of TVC, but also uses the plane as a carrier to closely associate spokespeople with the emotions and emotions of the public in outdoor venues.
When the form and context of communication change, the value of celebrity endorsements is no longer limited to fan drainage. People share the same emotion as the spokesperson, and the occurrence of empathy also makes people feel more favorably on the spokesperson, and transfers this interest and trust to the brand.
2. Responding to the public and returning to real "life", Tmall makes the promotion more warm
A big promotion, want to get close to consumers in an all-round way, not only to provide consumers with "good quality and good price" shopping solutions, but also to respond to the public's emotions and emotional needs.
Tmall's "Double 110,000 Emotions" is making consumers truly feel the more value of Double 11 at the emotional level in addition to the "shopping carnival". Using real emotional interaction to provide positive emotional stimulation, Tmall frees consumers from the brand description of the promotion, perceives the happiness of shopping, perceives the beauty of life, and makes Double 11 a more warm emotional existence.
In fact, since the beginning of this year, Tmall has been continuously creating a "living atmosphere" at various marketing nodes. Whether it is the Spring Festival file Qianxi using a reminder "because of the New Year" to create a sense of New Year ceremony, 618 Qianxi joining hands with thousands of people to create an ideal life theme song, or the emotional blockbuster created by Double 11... While exploring more multi-dimensional ways of communicating with spokespeople, Tmall is also committed to returning to the most authentic appearance of life with more "life" brand content, close to the real emotional needs of users.
It becomes not only a means of communication, but also a promotion itself. The long-lost taste of the New Year Festival, the thoughtfulness of the 38th Festival for women, and the change of staying up late on Double 11 "8 p.m. pre-sale" can all make people clearly feel the brand temperature and emotional thickness released by Tmall. Obviously, the current Tmall has more layers of "warm" attributes, and the "ideal life" on Tmall has become more concrete.
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