Author | Li Dongyang
Source | Chief Marketing Officer
Following "I people" and "E people", the majority of netizens have officially diagnosed a new social personality - "light people".
Recently, many people have self-denied that they have "suffered from faint syndrome", no matter when and where, they can maintain a quiet, calm and comfortable state, with "the indifference of the old monk" and "the relaxation of dying", "whatever", "okay", "it doesn't matter", "no need" are the mantras of the light people, and the emotional stability is like a freshwater lake in Baikal.
From the enthusiastic and unrestrained "dopamine" that pursues pleasure to the "light people" who are now more restrained and seek self-consistency in the ordinary, behind the quiet change of public lifestyle and concept attitude, it also means that a new aesthetic trend is coming.
Douyin e-commerce took the lead in perceiving the above changes, and launched a beauty marketing campaign with the theme of "Spring and Summer Trend Release" from March 27 to April 7, shouting out the proposition of "this spring and summer is light but comfortable", and linking up with industry authoritative media, celebrities, influencers, and users to make "Baikal Light Makeup" a super trend in the spring and summer of 2024. While instigating an industry event that integrates industry influence, popularity, and topicality, Douyin e-commerce has also built a new grass planting model and experience for beauty brands such as SK-II, OLAY, and Perfect Diary, realizing the integration of quality and efficiency.
Douyin e-commerce staged a textbook beauty campaign
Leading the new beauty trend for spring and summer
The explosion of "Baikal light makeup" has an internal reason, that is, its concept has hit the hearts of the public.
As the name suggests, "Baikal light makeup" refers to creating a natural and calm image through a clean and transparent base makeup + light makeup, to convey a "light attitude" and show a clear Baikal temperament. The core of this "light makeup, but calm" is exactly in line with the current public's pursuit of pure and simple life. Therefore, once launched, it was chased by the majority of users.
However, the reason why the trend of "Baikal light makeup" can quickly sweep the beauty field is due to the successful momentum of Douyin e-commerce, and it can even be said that Douyin e-commerce staged a textbook-style beauty promotion teaching in the process of promoting the trend of "Baikal light makeup".
1 Define the trend: Join hands with ELLE, an authoritative media in the industry, to release the 2024 Spring/Summer beauty trends
On the basis of capturing the changes in public emotions and life concepts, the new concept of "Baikal light makeup" makeup has been refined, and Douyin e-commerce, as a "trend promoter", has accurate user insight and trend research and judgment of the beauty industry.
However, the transformation from a new concept to a new fashion and a new trend is not achieved overnight. The first question, perhaps, is how to "take the lead"?
Douyin's e-commerce strategy is to leverage the influence of ELLE, an authoritative media in the beauty industry, to quickly detonate the voice of "Baikal light makeup" and create it as a new focus of the beauty industry.
On March 27, Douyin Mall and ELLE jointly launched the "D-Beauty Spring and Summer Trend Release" activity, co-branded models to perform blockbusters and product still life blockbusters, plan trend long pictures, and publish physical magazines at the same time to jointly define the connotation and formula of "Baikal light makeup".
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In this way, as a new concept, "Baikal Light Makeup" has been professionally recognized by the industry's authoritative media at the beginning of its birth, with its own halo, which has won a higher position and greater potential energy for follow-up communication.
2. Interpret the trend: link celebrities and celebrities to show the charm of "Baikal light makeup" in an all-round way
Just as the significance of the four major fashion weeks in the fashion industry, the dissemination and popularity of any new fashion needs the right carrier to detonate the topic discussion, such as supermodels, celebrities walking the catwalk for brands and designers. Douyin e-commerce is an important step in promoting the popularity of "Baikal light makeup", and it also draws on a similar logic.
On March 27, Douyin e-commerce first invited artist Xing Fei to cooperate with ELLE to create a theme TVC for this makeup, through Xing Fei's appropriate interpretation, intuitively showing the specific style and core concept of Baikal light makeup, which made the public fall in love and yearn for it at a glance.
Immediately afterwards, Douyin e-commerce invited celebrity makeup artist Shi Hui to serve as the makeup manager, and filmed a makeup vlog with artist Xing Fei, using a perspective closer to daily life to teach "Baikal light makeup".
On April 1, Douyin e-commerce launched two live broadcast activities with different themes. At the live broadcast of the theme of beauty spring and summer trend release jointly created by Douyin Mall &ELLE, Xing Fei, Shi Hui and ELLE senior beauty editors were invited to chat about "Baikal Light Makeup", which had a cumulative exposure of more than 15 million, a total of 3 million+ views, and the highest number of simultaneous online visits exceeded 70,000.
Compared with traditional fashion shows, Douyin e-commerce has made major innovations: on the basis of trend conferences, it has in-depth interaction with celebrities, using TVC, vlog, and live broadcast rooms as shows, and completing the chain communication of Baikal light makeup "interpretation (trend release), interpretation (theme TVC), interactive teaching (vlog) and bringing goods (live broadcast)", initially revealing the prototype of "traffic exposure + real-time conversion".
From the perspective of communication, this is also a crucial step for the penetration and extension of "Baikal Light Makeup" from an industry concept to the daily life of the public.
3. Drive the trend: multi-angle topic marketing, attract the active participation of merchants, talents, and users, and complete the final popularization.
A real fashion trend is often characterized by a large number of people vying to follow suit, and this is the key to the popularity of Baikal light makeup.
Although the concept and demonstration effect of Baikal light makeup have attracted countless users, how to attract platform users to take the last step of "trying"? The secret of Douyin e-commerce is "topic content + effective incentives".
In terms of topic marketing, Douyin e-commerce not only created the two main topics of "Baikal Light Makeup" and "Beauty Spring and Summer Trend Release", but also closely followed the user's life and current hot spots, and launched two derivative topics that can stimulate users' enthusiasm for onlookers, "Makeup Baikal Light Makeup Scattered Class Taste" and "Baikal Light Makeup Blows on My Face", attracting many beauty track content experts to interpret the makeup formula and style extension of "Baikal Light Makeup", and use various forms of high-quality content to influence and reach more interested people.
As of April 17, the total exposure of the four topics exceeded 250 million, and the #化个贝加尔淡人妆散散班味 was the highest on the top 8 of the Douyin hot list, the top 1 of the entertainment list, and the top 2 of the grass planting list.
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In terms of effective incentives, it includes not only emotional incentives, that is, relying on the influence and appeal of dozens of stars such as Shu Chang and Lou Yixiao, to stimulate the fan effect and attract users to "follow the trend", but also rights and interests incentives, that is, Douyin e-commerce provides considerable traffic rewards for talents, merchants and users.
With multiple measures, Douyin e-commerce has successfully made the new fashion concept of "Baikal light makeup" deeply rooted in the hearts of the people and has become a national trend.
4 Merchants take advantage of the trend: take the initiative to join the trend wave and obtain business growth beyond expectations.
In the process of the explosion of Baikal light makeup, the related query search PV exceeded 220,000 times, the transaction of search hot words increased by 55% month-on-month, and the global transaction of hot words with SEO of commodities increased by 70% month-on-month.
In view of this, on the one hand, Douyin e-commerce provides users with official subsidies through channels such as Value Shopping and Brand Pavilion, improves after-sales service, comprehensively helps merchants improve their price power, and stands out from the beauty track with low price advantages;
Douyin e-commerce beauty momentum
How to help merchants achieve the integration of quality and efficiency
Why can Douyin e-commerce easily help brand merchants such as SK-II, OLAY, and Perfect Diary to achieve the integration of quality and efficiency through a beauty campaign? This may be the topic that the majority of brand merchants are most concerned about, and the author tries to give the answer from the standpoint of brand marketing.
First, Douyin e-commerce "creates or excavates new and huge consumer demand" for brand merchants.
New trends, new trends, often mean strong new demand. As Steve Jobs famously said, "Consumers don't know what they need, until we come up with our own product, and they find out, 'It's what I want.'" ”
Especially in industries such as beauty and fashion, "building momentum" has become one of the most important marketing strategies for major brands. The essence of "building momentum" is often for the brand to perceive and capture the aesthetic and emotional changes that the public itself cannot explain in advance, and extract a new style system, which finally makes the public shout "This is what I want", forming a response effect.
However, the brand unilaterally "builds momentum", and there are many pain points and the cost performance is not high. There are many reasons for this, such as the limited scale of brand users, which may lead to the fact that their insight into the public's aesthetics and ideas may be skewed or not comprehensive enough, and mature brands often have mature styles and aesthetic philosophies, and the trends are rapidly changing, and even completely different, such as "dopamine" and "light" are almost two sets of very different styles.
In contrast, the cooperation model of Douyin e-commerce "platform momentum, brand leverage" has become a better choice for major brands to catch up with the trend. "Baikal light makeup" is a new model for Douyin e-commerce after successfully creating trends such as "Maillard style" and "hardware girl".
The general logic of this model is that Douyin e-commerce guides the public to new aesthetics by creating new trends and steadily outputting high-quality fashion content, helping brand merchants find a new social language with users, finding and reaching out to interested groups, transforming the public's interest into consumer demand and willingness, and finally creating a good business that rides the wind and completes consumption transformation naturally.
Second, Douyin e-commerce has invested in an all-round way to provide brand merchants with rich marketing opportunities and ensure conversion results.
In the landing link of consumption conversion, Douyin e-commerce has built a three-dimensional transformation path.
In terms of resource support, Douyin e-commerce has prepared scarce e-commerce resources such as the main venue of the event, the opening screen display, and the Aladdin search for brand merchants, and also carried out the strong dissemination of star-themed TVC and model posters online and offline, boosting the peak of event traffic and volume, and ensuring the exposure of brand products. In addition, Douyin e-commerce provides users with official subsidies, one-yuan trials and other rights and interests through channels such as value shopping and brand pavilions, comprehensively improving the price competitiveness of merchants, helping merchants improve after-sales service, and winning the favor of users with high-quality comprehensive experience.
At the product operation level, Douyin e-commerce helps merchants optimize their pallets, and the main products of cooperative brand merchants can be directly connected to the trend heat, convert the topic heat into merchant traffic in real time, and detonate the category business;
At the level of planting grass and bringing goods, Douyin e-commerce has planned diversified trend-themed live broadcasts for merchants, and cooperated with beauty track experts to launch popular product trial videos for merchants, so as to implement hot trends into high-quality marketing content for brands and realize scenario-based grass planting.
The business growth of major brands also confirms that Douyin e-commerce helps merchants to hit popular products and strengthen the association between brands and new trends.
Behind the success of the continuous campaign
Douyin e-commerce efficient grass planting model
It is no coincidence that a successful campaign may be due to luck, but Douyin e-commerce has successively become popular with "Hardware Girl", "Maillard Style" and "Baikal Light Makeup", becoming a new promoter of the beauty industry, but has its own mature theoretical system or methodology.
After a comprehensive review, the author found that Douyin e-commerce beauty marketing has actually built a set of AISAS models for efficient grass planting and transformation, taking the "Baikal Light Makeup" to lead the spring and summer beauty trend as an example - the joint ELLE release trend has strongly aroused the attention of people inside and outside the beauty industry. Celebrities such as Shu Chang further stimulated the interest of the target group (Intrest), high-quality topic content linkage stimulated the public to search for products, and the product operation strategy full of details ensured the conversion of purchase behavior (Action), and finally caused many users to return to related topics to share their own experience.
Thanks to this model, Douyin e-commerce can better help brands integrate the trends it creates in the new era of focus communication, deliver products to the target group more effectively and accurately, and achieve business growth through global operation.
At the same time, Douyin e-commerce's unique marketing has also opened up room for the growth of platform talents. Trending topics provide creative inspiration for influencers, help produce high-quality content, and increase the commercial value of influencers.
The successive successes have also obviously enhanced the recognition of Douyin's e-commerce momentum and gathering momentum from all walks of life such as brand merchants, influencers, and users, and strengthened its awareness of the "new birthplace of fashion trends".
There is reason to believe that Douyin e-commerce's marketing will never stop at the field of beauty, but will continue to iteratively upgrade this efficient theoretical model and apply it to other industries, so that all categories of brand merchants can benefit.