Let's talk about the implantation of this year's Spring Festival Gala
Every year in the Spring Festival Gala, there will be the placement of advertisements of major brands. This article takes advantage of the topic of implantation in the Spring Festival Gala to analyze from three aspects: interaction, implantation and periphery, let's take a look.
In this year's Spring Festival Gala, the number and depth of product placement ads have increased by an order of magnitude.
Looking back, in 2015, Tencent won the exclusive new media cooperation of CCTV Spring Festival Gala with 53 million yuan, according to WeChat's official data: "In the past 5 hours of the live broadcast of the Spring Festival Gala in 2015, the peak interaction reached 810 million times per minute, and the total number of red envelopes sent by WeChat reached 1.01 billion, which was more than 60 times that of 2014." ”
And then the big factories, with the longing and expectation of "you don't know anything about the power of the Spring Festival Gala", began to cooperate in a swarm:
In the 2017 Spring Festival Gala, Alipay's DAU reached 378 million, and since then, Baidu, Taobao, Douyin, Kuaishou, etc. have taken turns to capture a large number of sinking users who are difficult to obtain through online channels.
According to QuestMobile data: "On the night of Chinese New Year's Eve in 2019, the daily activity of Baidu APP reached 240 million, a year-on-year increase of 67.3%.
And this year, I opened the appstore on the second day of the Spring Festival Gala: JD.com, the exclusive interactive partner of the Spring Festival Gala, didn't even rank in the Top5.
Is the mana of the Spring Festival Gala invalid?
Of course, there are objective reasons: Internet companies have taken turns to come to power, and everyone has become strange, and they are not full of curiosity and enthusiasm for trying at the beginning.
However, looking at the details of this brand cooperation, there are also many points worth discussing: what are the experiences and lessons worth learning from cooperating with big IPs or marketing projects that spend a lot of money and money.
As an old entertainment marketer, Taro has been operating large-scale variety shows and galas since 2014, including top variety shows such as Running Man, Longing for Life, Ace vs. Ace, and Idol Trainee, as well as the New Year's Day and Spring Festival Galas of David TV (also people who have spent more than a billion yuan).
Every time you encounter this kind of project, it is not easy:
The key implantation time is tens of seconds, and the party is even less, and in the time of every inch of money, how to maximize the effectiveness of hundreds of millions of investments (in the implementation process, there is also a multi-party interest game process such as the program team, advertising department, agents, and stars, as well as the internal decision-making system and the cooperation of all parties).
Taking advantage of the topic of implantation in this Spring Festival Gala, we will talk about three key points: interaction, implantation and periphery.
1. Interaction
Why do brands cooperate with the Spring Festival Gala?
As mentioned above, the most important purpose is to break the circle, especially for Internet platforms, from the current core target group to a wider age group and a deeper area, so as to obtain incremental users.
The first step in breaking the circle is to guide as many viewers as possible to participate in the interaction.
Three of the most critical points:
The first is the order, the second is the reward, and the third is the mechanism.
For oral broadcasting that leads to interaction, position order is the most important. In just a few minutes of interjection, the first oral broadcast allows everyone to take out their mobile phones to download a certain APP to win a big gift, and it often takes more than ten seconds to complete this operation, resulting in the second and third interactive oral broadcasts, when everyone is still completing the first interaction, it is often difficult to take care of the back.
In this year's first oral broadcast insert, the first is JD.com, the second is Wuliangye, and the third is Xiaohongshu. It stands to reason that JD.com should win steadily, but it has overturned a bit in the reward design:
Why Baidu Douyin Kuaishou uses cash red envelopes, while Pinduoduo's previous party cooperation mainly uses iPhone, the reason is that the prizes are well-known and universal.
And this time, JD.com (probably related to investment promotion) used VOYAH (and also had to emphasize the right to use, because the car could not be directly used as a prize), and flowers as gifts were also puzzling: non-rigid needs, not a strong sense of value.
The third is the interaction mechanism, where the problem of Xiaohongshu is more prominent: Xiaohongshu guides everyone's interaction in two parts:
(In fact, every word is worth 10,000 gold, and you should focus on one thing)
Let everyone go to Xiaohongshu to watch the live broadcast area: Xiaohongshu will give away 400,000 gifts such as celebrity Spring Festival Gala stories in front of and behind the scenes, including lipstick, big-name beauty, etc
The problem with the former is that watching the live broadcast of the Spring Festival Gala and watching the live broadcast of Xiaohongshu are a bit contradictory. When people across the country watch the large-screen Spring Festival Gala, they are more accustomed to real-time comments rather than immersive viewing of other content.
The problem with the latter is that the specific path of the user to participate in the lottery is not specified.
Let's take a look at Jingdong's oral broadcast: let everyone download the Jingdong App and shake it, while Wuliangye's oral broadcast is more detailed: "Download CCTV, click to enter the Spring Festival Gala interaction, and enter the Wuliangye and Meijie area to enter the first round of the lottery."
In Xiaohongshu's oral broadcast, there is no guidance on how users can participate in winning prizes.
If you have done program implantation, you usually have experience: the clearer and more detailed the oral broadcast of the event, the clearer the guidelines, and the better the participation effect (which is why although Wuliangye's first oral broadcast ranked second, the number of CCTV downloads was also the first in the AppStore).
To sum up, to do a similar interactive oral broadcast, there are the following suggestions:
The order determines life and death, even if you add more money, you have to move forward, focus on one point by oral broadcasting, and the interactive oral broadcast must clearly explain the participation path, and the value of the prize must be universal
Taking a step further, why are Internet platforms the big players in the Spring Festival Gala? In addition to burning money to buy scale, they also have more opportunities to stimulate fission.
Let us recall that the reason why WeChat and Alipay can detonate the enthusiasm of the whole network to collect five blessings and send red envelopes is also the fission of the product side, which makes the Spring Festival Gala a tipping point, constantly triggering greater social shocks and interactive upsurge.
Taking Xiaohongshu as an example, the core that can stimulate sharing and is the core asset of the platform is the high-quality note content of Xiaohongshu.
For example, let everyone download Xiaohongshu, use the h5 page to present a variety of gifts that everyone wants for the Spring Festival and guide them to choose one, and automatically publish and share them outside the site in the form of grass notes, and they will have a chance to get the gift;
II. Planting
After talking about interaction, let's also talk about product placement, to be honest, this time content placement (sketches), the space opened to advertisers, has also been significantly improved. But this time, the report card handed over by the brand is not eye-catching:
Program soft implantation generally has three different goals:
Realize memory brainwashing (suitable for multi-frequency, high-density implantation), stimulate experiential interest (suitable for single-time, deep implantation), and trigger discussion topics (suitable for single-point, high-weight implantation)
For example, Xiaodu's previous implantation in "Ace vs. Ace", there is a paragraph of "Guan Xiaotong imitates Xiaodu's voice", which spreads on the short video platform, which is a typical topic discussion implantation,
On the stage of the Spring Festival Gala, it is more suitable for the implantation of target 2 and target 3, and the risk point of 3 is relatively high, and 2 is a more certain form.
Starting from this dimension, Jingdong focuses on the exposure of sketch implantation - "Spring Festival also delivery" is not the best choice:
The advantage of JD.com's fast delivery has been deeply rooted in the hearts of the people, and it is Chinese New Year's Eve, everyone has bought the New Year goods that should be bought, at this time, if you emphasize the "cheap" that Jingdong has always wanted to focus on, highlight the discount strength and discounts, combined with the live broadcast theme, it may be easier to stimulate the order.
Xiaohongshu set the word "Your Life Guide", the original intention was to strengthen the positioning, but in fact, from the user's point of view, there are also problems: many users may have heard of Xiaohongshu for the first time, and the "Life Guide" is too literary, and the cost of understanding is too high.
If you want users to download and experience it immediately, you can consider emphasizing that everyone around you is using Xiaohongshu in the sketch (let your mother say that her friends are using Xiaohongshu, and it seems that she has fallen behind before she uses it), or you can go to Xiaohongshu and search for it.
3. Periphery
If you cooperate with an IP such as the Spring Festival Gala that has a great topic and endorsement effect, the brand should do its homework and maximize the use, and this year's brand is not very good in terms of early momentum, mid-term undertaking and later extension. (Relatively hasty cooperation?)
From the early stage, the B-end investment and momentum have not been launched, and many brands have been relatively late in time to obtain linkage investment information. The warm-up on the C-side is also not sufficient.
In the middle (broadcast period), the undertaking in each end is a bit messy.
In the later stage, for JD.com, it is a good opportunity to promote its own live broadcast e-commerce through sketches, but there is no deeper cooperation and promotion.
If you want to spend a lot of money to cooperate with a big IP, I will also give you some methods for reference: in the early stage, you should be "more", and use all kinds of information to arouse full discussion and attention;
In the medium term, it is necessary to "align", and the front-end content and back-end transformation should be connected and the focus should be clear;
In the later stage, it is necessary to be "skillful", grasp the hot spots and explosion points in the process, and do a good job of boosting and spreading. A good case in the near future is the cooperation of the family in the Asian Games, and you can also take a look at it when you have time.
Finally, combined with the implantation of this Spring Festival Gala, from the strategic level, I will give you three suggestions:
Don't fight an unprepared battle easily. In particular, whether the team has the corresponding talent pool. If you must fight, do simple and crude things, and don't add complicated chips - refer to PDD's various party cooperation. If you spend a lot of money, you dare to make a big bet, the interactive red envelope lottery of the Spring Festival Gala has been done for so long, whether you can challenge more innovative ways to play, and you haven't tried the way - Nigmaiti's poker overturn is a good example: dare to use some small "mistakes", causing more discussion and heated discussions.
The starting point of all marketing is the user's perspective, such as the top IP cooperation of the Spring Festival Gala, to the purchase conversion of a detail page and a material, and the variables that determine the effect are:
How do users perceive brands and products, and what do users do differently in what contexts?
ColumnistThis article was originally published by Everyone is a Product Manager and is prohibited from reprinting without permission.
The title image is from Unsplash and is licensed under CC0.