Source: Copywriting free shipping
When the brand copywriter of Xiaomi Auto was still wearing shoes, the paragraph copywriting of Xiaomi Auto had already run all over the city.
Xiaomi cars are very popular, but do you know what the Slogan copywriting of Xiaomi cars is? You don't know, you only care about yourself.
When the Slogan of Xiaomi Auto is "the unity of people and cars, my heart is surging", when it is still on PPT, the joke of Xiaomi Auto has spread all over the Internet.
Jokes are one of the fastest spreading information on the Internet, second only to "eating melons", but "big melons" are not common, but jokes can be created at any time.
As a result, we see that whenever a hot event occurs, the fastest circulation is often the relevant paragraph, which can be a funny or unique text, or a meme or a video.
For example, on the night of the release of Xiaomi cars, the first thing to swipe the screen was the stalk of "Wei Xiaoli", Xiaomi invited Weilai, Xiaopeng, Ideal and other friends, and specially arranged the three bosses of "Wei Xiaoli" to sit together, at the beginning, it was like this:
When the Xiaomi SU7 price was announced, their expressions were like this, and then they quickly swiped the screen.
The usual joke is Tu Yile, but if this joke brings a brand or proposition, then it may become a copywriter with advertising appeals, and when the advertising appeals take the express train of the jokes, the communication effect may be very considerable.
Although the press conference of Xiaomi Auto was very exciting, and the car was also very good, it was precisely these paragraphs that really detonated this topic on the whole network.
For example, on the night of the Xiaomi car press conference, many people in our copywriting group were turning all kinds of Xiaomi car jokes, a paragraph of words, a picture of the light volume, enough to let them penetrate into every pore of the Internet, in the circle of friends, WeChat group, Weibo, Xiaohongshu, Douyin and comment area widely spread, so that those who did not pay attention to the original are all involved.
The release of Xiaomi cars was originally just a major event in the automotive and technology circles, but in this way, it has become a carnival with the participation of the whole people.
This not only helped Xiaomi Auto complete the outstanding sales figures, but also planted a seed in the hearts of many young people.
And this is exactly the effect that Porsche and BBA hope to achieve by spending a huge amount of advertising money, sowing seeds and reaping the future.
What means did Xiaomi use to get the jokers of the whole network to help it write copywriting?
To sum up, there are three main steps: 1. Make things bigger, 2. Lower your posture, and 3. Provide a steady stream of material.
1. Make things bigger:
To make socail communication bigger, we must give a large initial speed of communication, if we want to maximize the probability of advertising swiping, we must do enough to put the first wave of delivery, all kinds of official media, self-media to a wave, all kinds of social media to take care of, all kinds of open screen advertising, outdoor advertising, elevator advertising are all full, coupled with the excellent advertising content itself, it will attract more and more people to participate, triggering a large number of forwards in a short period of time, Interaction and discussion, so as to achieve a certain degree of swiping, of course, whether it can be achieved depends on luck, such as whether there are celebrities collapsing at the same time, etc.
Xiaomi itself has a huge fan base, and its innate Internet genes also make it more handy at "making things bigger".
Looking back at the momentum of Xiaomi cars, it can be said that it started from the announcement of car building 3 years ago, Lei Jun said that this is the last time he started a business in his life, many people are very moved, and the news is constantly released during the period, and the topic is on the last hot search at two ends in three days, and a bunch of automotive technology gods have expressed good or bad opinions overnight.
That's what a widely circulated joke at the time said.
There is also a very funny comment: "My bottom line is that the old godmother makes cars"
During this period, the news of Xiaomi cars continued, but the product has been under development, and some people used Lei Jun's words to ridicule Huawei at the time: "You should take it out and sell it!", in short, the popularity of various topics has not stopped.
In November last year, the makeup photos of Xiaomi cars were exposed, because the lines resemble Porsche, and the topic of "why should the first Porsche for young people be Porsche" became popular.
In December, there was another Apple-flavored Xiaomi car technology conference, which raised people's expectations for Xiaomi cars, and the suspense about the price made people guess for three whole months.
During this period, Xiaomi cars continued to move, such as Lei Jun wearing work clothes to show everyone the super factory of Xiaomi cars, and then this work clothes priced at 299 were sold out of stock.
On the eve of the press conference, Xiaomi packed outdoor large screens in several cities to pay tribute to various domestic new energy vehicle brands, and jointly released the "forward" poster with various car brands.
At the press conference, the founders and bosses of a group of car companies were called, and it can be said that they deeply understood the essence of the momentum is "many people", and when the car was officially delivered, Lei Jun personally opened the door for the first batch of users......
In short, from the boss to the enterprise, Xiaomi does not miss any opportunity to create a topic, as long as I make things bigger, the rest will be left to all netizens.
2. Lower your posture:
At the press conference of Xiaomi Automobile, Lei Jun bowed to everyone first, which also represents Xiaomi's posture.
In fact, people don't dare to interject in many topics now, my WeChat has been blocked twice, and Weibo has also been blocked a few. The open attitude expressed by Xiaomi Auto has made more people willing to participate in the meme together, rather than watching the excitement from afar.
For example, after the appearance of Xiaomi cars was announced, one of the points that many people complained about was that the tail logo layout was ugly, and then Xiaomi changed it according to everyone's opinions, and the topic of "Xiaomi listening to persuasion" became popular again.
After the revision, everyone said that it was much more pleasing to the eye,The reason is actually very simple,The modified is the earliest typesetting method on Xiaomi mobile phones,Sure enough, the ultimate meaning of the revised draft is to use the first draft。
Before modification
After the modification
Then netizens from all walks of life began to help Xiaomi design the logo:
The most classic is this "Redmi" logo:
Someone commented on Zhang Songwen's Weibo, "Mr. Lei didn't prepare one for the teacher?", and then Lei Jun really gave Zhang Songwen one.
3. Provide a steady stream of creative materials:
There's a topic,It's also a let people let go.,The next thing to do is to continue to throw out all kinds of creative materials,In this regard, Xiaomi can be called"Daily throwing",As long as the material is enough,There's no stalk that can't be played。
For example, the topic of the appearance of Porsche, Xiaomi did not shy away from it, and Lei Jun paid tribute to Porsche at the press conference, and then the appearance of this Porsche was broken.
There is a Porsche owner who directly pasted a Xiaomi car logo on the back of his car, which belongs to raising his value hard.
The following comment, 5 words received 30,000 likes
There's one more hilarious:
At the press conference, Lei Jun gave a detailed explanation of the various parameters of SU7, and then these parameters were made into the "pair of intestines" joke of "Tang Bohu Dots Autumn Fragrance", and the video became popular on station B.
[Video Copy]
For piercing intestines: There are three masters in one township and two miles, and they don't know the four books, five classics and six meanings, and they dare to teach seven, eight or nine sons, which is very bold.
Tang Bohu: Ten years of flat panel, nine colors, eight rental air ducts, seven meters of focus, 600 kilowatts, five-frequency linkage, four-wheel drive, three-layer silver plating, second-generation Snapdragon, people and vehicles in one.
To pierce the intestines: In the picture, the dragon does not groan, the tiger does not roar, and the little scholar is ridiculous.
Tang Bohu: Wei Xiaoli, Wei Jianjun, Zhang Jianyong, thank you for your help on the spot.
To pierce the intestines: ten thoughts, Sijun Siguo Sisheji.
Tang Bohu: The dream car is so good to look good and drive smart.
To pierce the intestines: I am superior and majestic, showing a tiger courage.
Tang Bohu: You can open it with one click and enjoy the viewing experience.
To pierce the intestines: plant trees at the head of your grave.
Tang Bohu: But success must be cool.
Pair of sausages: Fish fly over the nest into my belly
Tang Bohu: OA will be delivered when it is listed.
And the topic of the inability to refund the deposit after the Xiaomi car is locked has also become the material for netizens to write jokes.
Regarding Lei Jun, he bowed and picked up the car to open the door for the user, and all kinds of jokes did not fall.
It's a bit of a pun.
With the popularity of Xiaomi Automobile, Lei Jun's personal resume was constantly exposed, and then a wave of "Shuangwen male protagonist literature" jokes were created.
After reaching the above three points, Xiaomi's copywriting does not need to be written by Xiaomi, and it has its own little clever ghost of the whole network to contribute your talents.
But traffic is also a double-edged sword, when you show goodwill and positivity, that is the flow of the sky, if it is the opposite, they will tell you what is called a quenched poisonous mouth in minutes.