"Contemporary young people, how can there be anyone who doesn't go crazy" Behind this hot stalk, we see the "crazy" way of life and communication of young people-
Some people's circle of friends are only visible for 3 days, but they compete with AI Robert on Weibo to see who is more crazy;
Some people apply Douyin Li Yuling's style tone to various scenes, and what they want is a cool feeling like yin and yang weirdness going crazy;
Some people are diligent and diligent on the surface, but they turn their heads and go to work on Xiaohongshu and wear disgusting clothes;
It is no accident that mad literature can set off a craze in society, and behind it is the reflection and projection of deep-seated social emotions. When we open social platforms such as Xiaohongshu, we can see young people expressing themselves and venting their emotions in unique ways, and this exaggerated expression of "refusing mental internal friction" has become a cultural phenomenon.
From the perspective of brand marketing, as a new way of communication among young people, is there any potential to be tapped behind the "crazy on the whole network"? Recently, the cooperation between Xiaohongshu marketing IP and NIKE has made a fuss, and this article will analyze what was done right in this "crazy joy" activity.
Take "emotional marketing" as the starting point
Xiaohongshu joins hands with NIKE to detonate the trend of "going crazy first".
Crazy in daily life, crazy in the workplace, crazy in the outdoors, crazy in socializing, crazy in dressing...... In Xiaohongshu, which brings together diverse lifestyles, crazy literature has a more diverse presentation. Official data shows that in the past year, the number of "crazy" notes on Xiaohongshu has increased by more than 1 million, and the discussion and search popularity of "crazy" keywords have increased significantly. Under such a "crazy" heat, it also found another breakthrough for the interpretation of NIKE's avant-garde fashion attributes.
"Pioneer" is the brand spirit and attitude that the NIKE Air Max series of shoes hopes to convey, representing the courage and determination to constantly break through and lead the trend. With the launch of the Air Max DN, a new addition to the Air Max series, the "pioneering" spirit will be further interpreted. Combined with the platform's data insights, Xiaohongshu proposed to use the homonym of "pioneer" to "go crazy", aiming to spread the product attitude of "pioneer" with the concept of "crazy first", communicate with users in the way that Gen-Z likes to express itself, and successfully arouse the resonance and interest of young people through the gesture of "going crazy".
As a place for young people to keep their own trend and spirit, Xiaohongshu Marketing IP and NIKE jointly created the "Max Crazy Award" based on the emotional insight of the new generation, gathering a group of cool people around the crazy trend, and launching "crazy" creative clothing collection, offline crazy show, city crazy landmark check-in and other trendy inspiration gameplay, Duowei grasps the interactive check-in points of young people, and creates a collective crazy joy of "heaven does not land" for users.
As Xiaohongshu's unique insight into the community trend atmosphere and users' hot content, the theme of "Crazy First" echoes the "pioneering" spirit displayed by NIKE Air Max Dn. At a time when traditional new product marketing is difficult to quickly detonate in a short period of time, this keen perception of emotions can inject new marketing inspiration into the brand, making NIKE Air Max Dn quickly break through in the category topic - by the end of the event, the project has received a total of more than 400 million total impressions on the whole network, and 35,000 "crazy records" belonging to young people have been precipitated.
At the same time, the overall search trend of NIKE Air Max increased by 338.63% year-on-year, building the most direct conversion path for brands in the search field, bringing effective marketing increment and exposure to products.
Outfit crazy
Crazy OOTD interpretation rhapsodic inspiration
How to effectively attract more users to actively participate in the event and go crazy together? The solution of Xiaohongshu's marketing IP is to directly point the microphone of "crazy" at them, and work with NIKE to create the "Max Crazy Award". The activity was carried out in three sections: "Creative Heaven", "Styling to Heaven", and "Stemmed Heaven", encouraging participants to give full play to their imagination and inspiration, show their own style through unique dressing methods, and complete the "Heaven does not land" outfit sharing. Let users use their own unique sense of "madness" to go out of the circle freely and achieve real human marketing.
Under a semi-open "crazy" proposition, the answers of Xiaohongshu users are amazing.
@王悦伊 Interpret the alternative sense of madness with cyberpunk style outfits in the morning rush hour subway, the contrast brought by the highly saturated polka dot tight skirt and Air Max Dn, with time-space distortion special effects and grotesque avant-garde action postures, to grasp the "crazy" mood in place; @7ince With the strong contrast of metal chains, cloth bandanas, backpacks and other different material items, with the echo of the black and purple Night Elf King, it is a visual conflict; @彼岸的水坑 With "e-waste" For inspiration, with millennial stickers and flower words to kick back Gen-Z nostalgic elements, it is integrated into the plot of e-waste body wearing Air Max Dn to escape, and showing eye-catching grotesque girl outfits with boundless brain holes.
Under the leadership of the head blogger, a large number of users began to join this crazy dressing carnival. They jumped out of the shackles of traditional OOTD, not only opened their minds to interpret the "sense of madness" to the extreme, but also turned the originally simple and conventional photo perspective into a very visual tension through shooting techniques such as "fisheye" and "tilt perspective". At the same time, it is also ingenious in scene design, using AI elements to assist in setting the tone of the product, making the whole outfit more technological and futuristic, rolling a wave of "crazy OOTD" UGC sharing boom, so that the brand's crazy spirit has been more vividly presented.
The "crazy first" force has also expanded from Xiaohongshu to the whole network. It is reported that the UGC materials of this project have been on the hot list of Weibo and other platforms for many times, with a total exposure of more than 100 million, which has aroused heated discussions among a large number of users.
Offline crazy sky
Strengthen the expression of brand spirit through local culture
How to further empower brand voice through offline experience is the focus of many brands in the current experiential marketing trend. The cooperation between Xiaohongshu's marketing IP and NIKE will continue the atmosphere of online crazy dressing to offline through "a big show centralized detonation + a citywalk influence release", so that the spirit of "crazy first" can be perfectly integrated with the brand's new series concept.
As a centralized and concrete interpretation of NIKE's rhapsodic spirit of "Heaven does not land", "Air Max Dn Crazy Show" has landed in Chengdu, which is known as the fashion capital, inviting major fashion bloggers to give full play to their own outfit inspiration, unlocking the retro, sports, and street compatibility of the Air Max Dn series, using the popular technology elements and brain-opening trendy items, allowing users to immerse themselves in the creativity and imagination beyond reality, and continue to build momentum for the brand in the creative breakthrough.
In addition to the centralized detonation of the "First Crazy" show, by creating the first crazy landmark Citywalk in Tianfu Chengdu, which has its own leisure label, the city landmarks such as teahouses, hot pot restaurants, and brand experience stores are naturally connected, and the task is completed through a "check-in with stickers" At the same time, to meet the enthusiasm of young users for exploration, they can deeply experience the leisurely life of the old Chengdu city well and the integration and collision of the trendy atmosphere of the fashion street, further perceive the diversified proposition of the brand under the local culture, and fully roll out the influence and participation of marketing IP. As soon as the event started, it sparked a huge discussion on the site, and the brand also saw the possibility of planting grass in more scenes through this event.
The interaction is insane
Multiple gameplay is superimposed and the whole domain participates
In addition to the online main "First Crazy to Heaven Inspired Outfit" submission, the offline main Chengdu "Max First Crazy to the Sky Map" check-in, Xiaohongshu marketing IP and NIKE to create surprise boxes, co-production traffic rewards, first crazy points tasks and other multiple welfare gameplay, to further enhance the popularity of the event and encourage more high-quality note content output.
The essence of the "Max Crazy Awards" is to build new product marketing with emotional marketing, and through layers of progressive marketing ideas, it completes the all-round reach of online + offline pan-crowds to the core group, and turns a conventional new product marketing into a collective carnival that can reveal emotions and express oneself. Participants found empathy and emotions at the event, while experiencing the pioneering power and unique charm that NIKE Air Max DN represents.
Real community atmosphere + fresh emotional samples
Xiaohongshu decodes the new possibilities of emotional marketing
Going crazy is essentially an extreme display of self-expression. In a community atmosphere that encourages sincere sharing and friendly exchanges, content that touches the hearts of young people and resonates emotionally has a natural advantage in Xiaohongshu. For brands, how to quickly capture and understand users' emotions and deeply resonate with them has become the core essence of current grass marketing.
With rich UGC content and a large number of real emotional samples, Xiaohongshu Marketing IP builds a rapid communication bridge between brands and target users with its keen trend insight and creativity. It can not only help brands gain in-depth insight into the inner world of young people, but also guide brands to carry out marketing in a way that is closer to users, so as to achieve a win-win situation of emotional connection and commercial value.
For users, Xiaohongshu is a communication front to unleash emotions and sounds, and for brands, Xiaohongshu is an important source of creativity to capture and respond to young people's emotional trends. Xiaohongshu's marketing IP allows interesting gameplay and deep emotional resonance to work together, grow business in creativity, and work with brands to find more possibilities for emotional marketing in this fertile soil.