"Great Wall ~ Cannon!" Recently, these three words not only swept the Douyin platform, so that bloggers like to mention new cars, but also directly drove the Great Wall stock to soar by 20.1 billion, and the outside world has discussed, thinking that this has saved tens of millions of advertising costs for Great Wall Motors.
How did this meme come about? Does the seemingly accidental short video spread have any highlights worthy of reference by other brands? TOP Jun carefully sorted out the whole process of the incident and made the following analysis.
Emotional Pressure Relief Valve: The contrast between "cute girls" and pickups
This sentence originally came from Douyin blogger @大力仑爱吃菠菜 (hereinafter referred to as "Dalilun"), she blurted out Henan dialect in the face of the Great Wall cannon "yes, my dream love car!", and then used an angry voice to let out a deep dantian "Great Wall ~ Cannon!", just 3 words on the Douyin platform became an instant hit.
Why does a simple sentence have an immediate effect? TOP Jun believes that the contrast between the content and the character is a very important point. Dalilun's appearance is petite and cute, and most of his past works are simple and innocent, even a little naïve.
Image source: Douyin @Dalilun loves to eat spinach
In the popular stereotype, a "cute" girl will not look at a "wild" pickup that is taller than herself. Therefore, the low voice and the expression of real emotions bring a strong impact to the audience.
Image source Weibo @Great Wall Cannon
Second, the public needs a "pressure relief valve" for emotions. Under the pressure of the general environment in recent years, the more relaxed and nonsensical the stalks, the easier it is to inadvertently become popular.
To some extent, this logic is similar to short dramas, most of the original short dramas have no quality and logic at all, but the emphasis is on capturing people's emotional refreshment, so it is so popular that people are "scratching their heads". The "Great Wall Cannon" also filled people's free time after tea and dinner through the spread of short videos.
The hot stalk effect that the whole network is discussing is directly reflected in the account data, and the new Douyin data shows that Dali Lun has added 252.54w fans in the past 30 days, and the big bloggers who have jumped from more than one million fans to more than three million fans have directly jumped from the beginning, and it is still showing an upward trend.
The data source is new
Official media endorsement: the two-way rush of publicity and traffic
Driven by off-road enthusiasts and cultural tourism in various places, the "Great Wall Cannon" began its first brainwashing as a magical BGM. In the process of viral spread, the girl's low voice and the Great Wall cannon that only heard her voice and did not see her "car" attracted more users to discuss and popularize in the comment area, and realized the further spread of hot stalks.
The endorsement of the official media has pushed the influence of this meme to a climax again. Douyin @CCTV Military needs to attract traffic in a down-to-earth way, the "Great Wall Cannon" stalk comes with its own traffic, and the content is also coordinated with the style of the military channel, so the two hit it off.
@央视军事 The BGM was used to cut out the "hardcore version of the Great Wall gun" video to show the real tank gun. The comment area shocked the official media and raised the meme to a new height, and users' curiosity about the Great Wall Cannon and Dali Lun also contributed to the interaction of brands and bloggers.
Judging from the list of videos of @CCTVMILITARY, this video is indeed one of the best works with recent data. Subsequently, @Beihai Fleet and @重庆共青团等官方账号也按照相同手法发布视频 tried to get a piece of the traffic, so that this stalk really spread across the network.
Source: Douyin @CCTV Military
Great Wall official interaction: Sending a car provoked netizens' eyes
Before the Xiaomi SU7 marketing out of the circle, the traditional car companies want but dare not want the attitude of traffic has finally loosened a little. In the call of netizens, the Great Wall official caught this pouring wealth.
The introduction of the official account of the Great Wall Cannon was quickly changed to: "That's right, it's called the Great Wall Cannon, yes ~ your dream car ~" and then @ Dali Lun loves spinach, and sent her an exclusive customized version of the Dali Lun Cannon three-piece set (Shanhai Cannon + Shanhai Ju + exclusive car sticker), and also made a matching poster, calling it "Dali Lun Cannon".
According to the official data of Great Wall Pickup, the price of the most expensive Shanhai Cannon-Performance Edition is 279,800 yuan, but the brand gains far more than the price of a car. In addition to the skyrocketing market value, in just ten days, the official fans of the Great Wall Cannon increased by 72,000, and many users who usually do not pay attention to the car also know the name of the Great Wall Cannon.
The data source is new
The official operation of sending cars made netizens who dreamed of "people sit at home, wealth comes from the sky" to see hope, and began to imitate the shouting of "Great Wall Cannon", shouting out what they want but can't afford, "Rolls Royce ~ S!", "Farah ~ Leigh!", "Mercedes Benz ~ E!", ...... At this point, the derivation of the stalk has evolved into the second creation of the whole people, which continues to stimulate the content vitality of the hot stalk.
Epilogue:
The "Great Wall Cannon" incident has an accident that is difficult to replicate, and in the long run, the influence on the Great Wall brand may not be sustainable. In the recent videos released by the Great Wall Cannon, only the content with stalks has more than 10,000 popularity, and the number of likes for other content is around hundreds and thousands.
On the other hand, not every brand is suitable for this type of communication. The short video market itself is sinking, and brands need to consider whether their brand tonality is in line with the content style while coveting traffic. In addition to the contrast between Dali Lun and the Great Wall Cannon, in fact, both have the characteristics of "real" and "simple", which makes the spread of hot stalks more reasonable and easier to be accepted by the public.
Finally, the link that the brand can learn from is the quick response and interaction of the Great Wall official in this incident. In the past, the car circle often emphasized the product and light marketing, and the product is indeed the foundation of the car company, but in the increasingly volatile market environment, no matter how good the product is, it also needs to be seen by consumers, Xiaomi SU7 has fully illustrated this truth. As for the direction and way out of follow-up marketing, the Great Wall Cannon, which has already had experience, must also think a little more.