Author | Mr. Art of War
来源 | 营销兵法（ID：lanhaiyingxiao)
As a new attempt at brand marketing, "mad marketing", derived from "mad literature", has set off a craze in social networks.
Originally, "crazy literature" was widely spread on the Internet by netizens through exaggerated and absurd techniques, such as emojis, Zhen Huanti, Qiong Yao-style dialogue, Internet jumping, etc., and became an important way for people to vent their emotions and relieve mental pressure.
After gaining insight into the social communication potential and popularity of "crazy literature", some brands have also started the crazy mode, approaching the target group with a familiar context to attract consumers to have a deeper emotional connection with the product or brand, and have also gained a lot of traffic and goodwill.
01. After the brand went crazy, it "went crazy".
Although they are all crazy marketing, they are different, brands either go crazy on time or go crazy at any time, and they all make their own marketing characteristics.
For example, on Monday morning, Luckin Weekly Welfare 9.9 yuan coffee coupon was delivered on time, so that people can drink popular coffee every week; The brand also realizes the promotion and promotion of products through a fixed time and fixed method.
is also playing crazy marketing out of the circle, KFC has a fixed discount promotion every Thursday, forming a synonym with brand characteristics, so that KFC Crazy Thursday derivative of "Crazy Four Literature" has become a social language for communication between users, V50, today is Crazy Thursday, etc.
There are brands that choose to go crazy on time and relax to a certain extent. Some brands choose to go crazy at any time, personified chicken paws, "clucking" for a while, running to popular cities and scenic spots to check in for a while, and incarnating as a migrant worker for a while...... The hometown chicken, which has a great sense of network and does not lose temperature, has become a "street runner" and a hot spot on the Internet by continuing to go crazy.
According to the prospectus of Lao Xiang Chicken, from January to June 2023, the brand will achieve a revenue of 2.6 billion yuan and a net profit of about 200 million.
In addition, it is easier to win the favor of users by using different forms of "showing faces". For example, RIO cocktail has an insight into the psychological state of migrant workers in the face of unfair treatment in the workplace, and uses allusions such as "Daiyu Funeral Flowers" as the source of inspiration for creation, opening the mode of Daiyu's "endorsement" for migrant workers.
In addition to going crazy on time, going crazy at any time, and going crazy with the momentum, there are also brands that wander around the Internet every day, where there are hot spots, there are brands, and they are "crazy" with the current hot brands. For example, after the vitality of domestic products became popular 28, its Douyin comment area has become an "advertising area" for many domestic brands, and brands seeking attention and recognition abound, which also gives many old domestic products the opportunity to meet the sky-high wealth.
Behind the brand's seemingly crazy appearance, it is actually looking for an opportunity to get out of the circle, as well as considerations such as marketing costs and user acquisition needs.
02. Why should brands "go crazy"?
From the perspective of the cost of obtaining traffic, the main focus of the brand is cost performance. That is, the personified image appears in front of consumers, triggering more people to watch and even create a second creation, and achieve a wider range of communication. In this way, brands can obtain higher traffic at a smaller cost, thereby reducing marketing costs and forming cost-effective marketing.
For more people surfing the web, there's nothing more important than spending a small amount of money to vent negative emotions. As a result, madness has become a way for consumers to let go of themselves and vent their emotions, a personalized expression of themselves, and a marketing opportunity for brands to gain traffic.
In the age of social media, traffic equals business value, and the widespread dissemination of "crazy literature" allows brands to achieve wide reach and attention at a lower cost. Its essence is that brands use lower marketing costs to tease users and attract consumers' attention, which is also the reason behind brands choosing crazy marketing.
03. The marketing logic behind the brand's "crazy".
The brand "going crazy" is not unfounded, but has its own logic.
Able to provide emotional value
The fact that "madness literature" born out of emotional value can be widely recognized and disseminated is precisely because "madness literature" satisfies people's needs to express complex emotions to a large extent. Especially the emotional demands of a fast-paced life. The crazy marketing that brands play is actually playing "mouth for literature".
In the fast-paced society, emotional pressure and distress are inevitable, so consumers have found an outlet for their emotions, using crazy literature as the carrier, V50, telling small stories about the boss, "giggling" when there is nothing to do, and treating themselves on fixed days, etc., consumers choose to use more exaggerated and humorous ways to obtain happiness in a more exaggerated and humorous way, venting their negative emotions and relieving pressure.
Behind the brand's crazy play, it actually captures the emotional characteristics of the consumer group, which not only makes the marketing fresh, but also satisfies people's pursuit of following the trend and planting grass and pleasing their own consumption. Coupled with the promotion of social media, madness literature has exceeded the imagination of the public in terms of the speed and scope of communication, and it has also allowed brands to have the active right to speak in connection with young people.
Knowing the spiritual fit of workers also creates a sense of freshness in the same frequency mind
Crazy marketing is not only an emotional resonance, but also a mental resonance at the same frequency. The brand uses 5G surfing to help workers in a way that cleverly integrates marketing demands into marketing, so that people can feel the temperature and attitude of the brand while entertaining themselves. Behind the brand's seemingly crazy appearance, it actually wants to create a sense of freshness in the same frequency mind, so that more consumers can more easily have a good impression of the brand.
Moreover, crazy marketing is also innovative. It penetrates into the young audience in a more relaxed and interesting way, releases emotions and relieves stress in entertainment and laughter, and this marketing method that is closer to the life of migrant workers can also imperceptibly occupy the minds of consumers and maintain consumers' continuous curiosity and attention to the brand.
Return to marketing itself and precipitate brand equity
Insight into the crazy marketing of workers' emotions and needs, short and flat is its significant feature. For brands, how to transform emotional value from a short-term delivery carrier to brand assets or sales is the real focus of marketing.
In other words, when brands are playing fancy marketing, they need to pay more attention to the essence of marketing and return to the essence. That is, using emotional value to stimulate short-term consumption, retaining users with more reliable products and ongoing marketing, and making consumers think of their brand when they need it after the traffic boom has faded.
Write to the end
Traffic can prove the commercial value of the brand, but also the essence of all business, the brand around the popular elements of the output of content, or make themselves a hot spot on social media, on the one hand, the freshness, the emotional value brought by the new form, on the other hand, the content output to create social conversation, increase exposure, and give social attributes, so that those who dare to play crazy marketing brands glow with new vitality, continue to retain consumers for a long time.