Today, the rise of cultural self-confidence has long made Chinese style a fashion trend. The interpretation of Chinese style by the Chinese people, especially the younger generation, has a special sense of identity. This has undoubtedly become a major excitement point for brands that are active in the front line of marketing. For a time, a variety of national style products and marketing have become the topic of public concern, brushing enough sense of existence.
Recently, the circle of friends of 007 was brushed by a national style blockbuster of Jay Chou, as a fan is very excited, I thought that Jaylen, who had been urged for several years, finally launched a new album! Unexpectedly, it was an ink Chinese style blockbuster created by Oreo and Jay Chou, and when the music of "Blue and White Porcelain", "Hair Like Snow" and "Orchid Pavilion Sequence" sounded, it instantly pulled me back to the Chinese style world that was incomparable with "Lun".
Following this national style blockbuster, 007 found that Oreo's national style feast is indeed not small. Under the theme of "Laughing at the Olympic World, Playing with The Heart", not only did it release a black-and-white ink biscuit, a 3D ink painting art exhibition that can be eaten to bring an immersive national style experience; the world's first Oreo digital artwork created by blockchain NFT technology - the oreo digital biscuit that never expires, but also brought a new way of digital marketing. At the level of communication, the 360-degree global marketing of the whole platform and the multi-circle continuous sound also made this feast blow up a "national trend" on the whole network.
In 007's view, the success of Oreo's national style feast lies in the results of collaborative innovation in the following 5 dimensions.
PART.
01
Product Innovation:
Use a piece of ink cracker
Provide the landing point of brand national style value
Any brand, the product has always been the first contact point to attract consumers to associate with it, and it is also the most direct landing of the brand concept. This time, Oreo injected the external and connotation of Chinese culture into its classic products. Inspired by Chinese ink paintings, he creatively launched the world's first white Oreo biscuit, and together with the classic black Oreo, created the concept of "ink national style" to form a global limited edition of black and white biscuits. The national style created by black and white has a clear and distant meaning, quite textured, and brings a unique imagination of traditional Chinese culture and art.
It has to be said that the classic Oreo in memory is given a new context of national style, and the aesthetics of oriental ink national style are used to inject a rich sense of culture into Oreo, and the elements of traditional culture are injected into the classic products, making it glow with renewed brilliance.
007 found that when Oreo presented the unique sense of value brought by its products to consumers with ink Chinese style limited biscuits, it was not limited to this, but went further, through an Oreo chinese style music box to expand the cultural value and texture of its own products, with Jay Chou's national style music as the medium, opening a new channel for the transmission and experience of national style culture.
In this National Style Music Box, the Oreo Classic Upgrade is upgraded from shape recognition to color recognition, including classic Chinese style melodies such as Jay Chou's "Blue and White Porcelain", "Hair Like Snow", "Orchid Pavilion Preface", and more mysterious new songs of Zhou Dong's mysterious National Style. Cookies of different colors can switch between different national style music, which can be described as another unique interpretation of national style culture, so that many young consumers feel a different novelty and fun.
In 007's view, from the subversion and innovation of ink biscuit products to the new way of playing Jay Chou's national style music box, Oreo on the one hand quickly created a super memory point in the hearts of consumers, marking the brand with a cultural brand; on the other hand, with the figurative national wind products, the abstract national style culture is perfectly expressed, not only using the most intuitive way to achieve a seamless connection between the brand and traditional culture, but also refreshing the consumer's new cognition of the Oreo brand, so that the cultural value created by the brand can be "further". Bring a new product texture and experience.
02
Cultural Ascension:
Take Jay Chou as the fulcrum
Unlock the charm of JAY-style national style
As we all know, Jay Chou has led the Chinese trend in the field of popular music, and in the current cognition of many young people, he has a unique national style characteristic, and a popular classic song has opened up his own "JAY style Chinese style". If an ink biscuit is the most creative interpretation of the ink national style from the perspective of understanding traditional culture, then with the help of Jay Chou, the "strongest partner of the national style", it is a deepening expression of Oreo's theme of "laughing at the olympic world and playing with the heart" from the perspective of the innovative expression of the national style culture.
In this national style blockbuster "Laughing Olympic World" created by Oreo and Jay Chou, Jay Chou's national style music skillfully combines the long-term ink national style to collide with the dual national style experience of vision and hearing.
Between the green bricks and tiles, the teenager uses martial arts as a pen to outline the invisible ink charm, Jay Chou sits alone in the mirror lake and plays a guzheng, Oreo transforms into a musical note to render the mountain color cloaked in the sky, blue and white glazed national style masterpiece "Blue and White Porcelain"; a flat boat on the lake, Jay Chou and the girl play under the moon, Oreo turns into a black and white chess piece to bring the moonlight outside the court, when smelling the sound of the fallen son of "Hair Like Snow"; in the heavy mountains, the teenager paints the green mountains with pen, Oreo appears with a wooden stake seal, jay Chou's hanging wall inscription "Play with the heart", creating a wonderful brush painting music scene, The "Orchid Pavilion Preface" of The Landing Pavilion....The ink painting sketches out a frame of exquisite pictures, showing the charm of the ink rivers and lakes.
The most commendable thing is that Zhou Dongyu arranged Huang Yuxun to compose a mysterious national style and new melody, which surprised many netizens and fans.
From the perspective of culture, "Laughing at the World" is connected into the lens language with a simple and freehand ink national style, and each frame has the poetry of painting, and this poetry implicitly creates a sense of the field of Chinese culture, and the artistic quality and the value of the times are both.
On the one hand, with the help of Jay Chou and his large number of popular Chinese style music as a contact point, Oreo awakens the public, especially the national style memories of the fan group, strengthens the value bond between the brand and consumers, and establishes an emotional connection point; on the other hand, it leverages the Jay-style national style aesthetic and the national style artistic conception of ink painting to inject a unique national style charm and humanistic spirit into the brand's "play heart".
03
Spread of spread:
Global propagation penetration
Efficiently detonate the national wind effect of the whole network
Relying on the appeal of the content of the national style blockbuster "Laughing Olympic World", once released, it triggered a heated discussion on the whole network, which was launched for 3 days, and the number of plays on the whole network exceeded 5000W, which caused netizens, especially fan groups, to discuss the Jay Chou national style songs in the comment area, and realized the strong binding between Jay Chou, ink painting, guofeng and the Oreo brand.
Especially on the Weibo side, many netizens and KOLs were shocked by this beautiful ink national style world that belonged to "Zhou Daxia", and said that "the combination of ink and Oreo is so perfect, it is also mixed with a full sense of ancient style, love and love", "Lanting magic pen, ink blockbuster, black and white collision, presenting a perfect ancient style charm." Worthy of Jay Chou "... Fully mobilize the group's desire to speak and participate in the enthusiasm, giving the topic a variety of charm. And in the subtle detonation of the audience, the head kol spontaneous sharing, quickly burst out a wave of momentum. Up to now, the topic #Jay Chou New National Style Blockbuster #Read 1.01 billion, Discuss 4.04 million.
In addition to single-point communication, brand marketing needs matrix communication to create a more powerful communication volume. The marketing activities created by Oreo are not limited to the Weibo platform, but take the popularity of the Weibo platform as the central point, and link the WeChat video number and Douyin to achieve coverage of the whole network.
Especially on the Douyin platform, which is a gathering place for young people, under the aggregation of topics such as #Oreo playing with Chinese style, it has stimulated the creative enthusiasm of netizens. They have used this as a material for secondary creation, or imitating singing or filling in the lyrics for new songs, and spread from the core circle of music to the field of pan-entertainment content, and KOLs of various circles such as food, dance, national style, and knowledge have participated, triggering the challenge of national style creation.
It can be seen that from the official all-platform linkage + Social communication + KOL peripheral assistance, Oreo has formed a set of progressive communication links for different platform characteristics and crowd insights. On the one hand, from the brand self-communication as the starting point, in The social media platforms such as Weibo and Douyin has stimulated the content co-creation of many netizen kols, from PGC content to guiding users to produce UGC, forming a communication field of secondary communication, effectively activating the co-creation of audience content, so as to make the output of brand content more infectious.
On the other hand, the construction of the communication front and back end, multi-platform communication matrix, from multiple angles and forms to broaden the dimension of communication, not only let Oreo, a country-style campaign, have a deeper content discussion space, but also involve the consumer groups in various circles, so that the "laughing Olympic world, playing with the heart" communication concept as far as possible to infect more people, thus giving the brand a wider range of marketing language extension.
04
Experience Upgrade:
With art exhibition + NFT technology
Leverage the brand's "play with the heart" experience upgrade
On the basis of launching Guofeng products and Guofeng blockbusters to bring young consumers a new Guofeng experience, Oreo has also moved this Guofeng experience from online to offline, and created a "Xiaoao Tianxia Art Exhibition" offline, extending the influence of this Guofeng feast to the offline scene, providing consumers with an all-round opportunity to immerse themselves in the ink national style, bringing a new experience of "playing heart" and touching the national style.
From October 15th to October 28th, Oreo's "Laughing Olympic World" immersive interactive art exhibition landed in the D4 area of Hangzhou Fengqi Road Subway Station, and when the familiar melody sounded, an ink national style world that was incomparable with "Lun" opened! At the art exhibition site, the public can not only see the "3D ink painting that can be eaten", but also feel the immersive chinese style exhibition experience brought by sound and light through 3D printing technology and thermal sensory interaction technology in the art scene with unique Jiangnan charm.
These scenes with a great sense of national style and artistic sense have attracted many young consumers to participate, experience, stop and take photos, and deeply feel the novel experience after Oreo's "playing with the heart" concept and the "national style" concept Remix, thus forming a psychological identity with the brand. At the same time, it also enables online and offline marketing activities to be deeply connected and combined into one, thus forming a strong marketing force and communication force.
As Philip Kotler, the father of marketing, said, the era of marketing 4.0 is an era of digital connection, and enterprises will shift the center of marketing to how to interact with consumers, respect the values of consumers as the "subject", and let consumers participate more in the creation of marketing value.
Based on this, Oreo's national style "playing with the heart" experience is not only reflected in an art exhibition, but also in the innovative application of NFT technology. Through the first exploration of blockchain NFT technology, create the world's first Oreo digital artwork - the unexpired Oreo digital biscuit, that is, the unique NFO (Non-fungible OREO) art blind box; fans in the Oreo Play Heart Small Universe Mall lottery to receive a limited number of NFOs, click to twist to open the blind box, the cookie sandwich will also appear on a unique AI dynamic ink painting exclusive to the owner. According to 007, the global limited edition of 5,000 NFOs each has its own code, do not worry about others screenshots, downloads, copies, only the owner has the right to show the genuine, and there is one thousandth of the hidden Baiao NFO Easter eggs.
In addition to NFT technology, Oreo also uses digital marketing forms such as 3D video, dynamic focus maps, and pull-downs on the second floor for the first time to create interactive ways with consumers, enhancing the immersion of brand communication content with multi-dimensional brand perception upgrades.
From a piece of ink biscuit in reality to a unique digital artwork online to a multi-dimensional digital marketing method, Oreo brings a new brand experience with a new digital marketing game, not only building a new value contact point and marketing energy field with consumers based on digital technology, but also bringing more brand value tension than expected, making the brand sincerity of "playing with the heart" that consumers feel more innovative.
05
Synergy:
Create the first WeChat Super Brand Day
Linkage "camp" and "pin"
On the basis of the diversified marketing content and multi-platform communication linkage to detonate the popularity of the whole network, how can Oreo use full-link marketing to influence the follow-up path and conversion of consumers, so as to create a complete marketing closed loop?
To this end, Oreo and the WeChat platform pioneered the first WeChat super brand day in the food industry, linking the WeChat ecosystem's advertising push stream, da ren planting grass, search area, brand live broadcast, community operation, video number and mini program private domain operation, and comprehensively leveraging Tencent Social's public domain traffic to brand private domain traffic conversion. After the launch of the event, the Mini Program achieved a 100-fold increase in the GMV on the first day of the event, a 2-fold increase in ROI, a 5-fold increase in the new product, and a new product sold out immediately.
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Through the construction of the public domain water storage drainage and private domain mini program "Oreo Play Heart Small Universe Mall", the social contact point of the Oreo brand is activated in an all-round way, and the full-link personalized experience from advertising to landing is realized with thousands of people in the public and private domains, so that consumers can go directly to the brand hinterland, opening up the link of consumers "know that you can reach", thereby helping brands continue to accumulate brand fans, expand multi-public domain traffic, store water for private domain positions, and unlock a new path from business to sales conversion.
It is worth mentioning that For the first time, Oreo has also fully opened up the two major digital ecosystems of Ali and Tencent, and Weibo fans can evoke Oreo's WeChat Mini Program with one click and go directly to the WeChat platform to complete the purchase.
From the perspective of marketing effectiveness, Oreo leverages the two major ecosystems of Tencent and Ali to not only save time and marketing costs for the brand, but also promote the brand to generate greater value-added space while realizing the customer flow information such as brand interaction with users and leaving behavioral preferences. Taking advantage of the one-stop brand connection and conversion path built by WeChat Super Brand Day, through the closed loop of consumer behavior, all resources are gathered to complete the conversion closure, comprehensively improve brand marketing and growth, and effectively promote the precipitation of brand equity.
"The battlefield of modern marketing is no longer essentially on the shelves, but in the minds of consumers." Especially in the era of consumer sovereignty, the core competitiveness of brands is mental cognition and penetration. Looking back at Oreo's wave of national style marketing, there is a deep "play heart" brand philosophy behind it.
In this wave of marketing, Oreo went deep into the cultural circle of the new generation, taking "ink national style" as the value focus point, through Jay Chou, the strongest partner of the national style to create a strong resonance of the national style scene and the excavation and value amplification of the core of the traditional culture spirit, while paying tribute to Chinese culture, connecting the relationship between the brand and consumers, and through online and offline in-depth communication and horizontal coverage, to complete the cognitive breakthrough; at the same time, with black and white national feng shui ink biscuit products and national wind music boxes, to promote the brand "laughing olympic world, The landing of the communication proposition of "Playing with Hearts" has injected the connotation of national style into Oreo's concept of "Playing With Hearts".
In the process, relying on the innovative exploration of blockchain NFT technology, a new digital communication path between brands and consumers has been broadened. Then, the public and private domain traffic gameplay is used to achieve deep penetration of brand recognition and marketing closed loop. It helps the brand build a marketing energy field full of interaction, effectiveness and long-term operation, and forms a data accumulation, private domain construction and user asset precipitation for the brand.
Summarizing Oreo's brand marketing philosophy, in 007's view, the core lies in the construction and accumulation of 5-dimensional brand equity with "playing with the heart" as the core, "national style" as the contact point, and refined brand operation strategy.
The biggest enlightenment is that the current brand marketing has got rid of the previous rough model, and instead drives brand image construction with a more refined brand operation strategy that penetrates the whole link and contacts the whole domain. The marketing multiplier effect generated by it is the key to promoting oreo's marketing success, and it is also the value increment space that other brands should think about.