If "going crazy" was the main theme of emotional marketing last year, then this year it has gone further, and the content out of the circle is more or less "bumpy".
In the past, there was a short drama Wang Ma was reborn as a nanny in the rich second generation, and then a glamorous star returned to the village to bring goods to the third uncle.
Who would have thought that there were so many people chasing her that Zhang Yuqi, who was in line in France, would also end up on the local advertising track!
It is understood that Zhang Yuqi has released 4 videos with goods on social platforms such as Douyin, WeChat, and Xiaohongshu, all of which are about 1 minute.
The products brought are rock candy, sewing machines, spicy strips and preserved eggs.
The style of bringing goods imitates the tonality of luxury advertising, and the items of daily life are photographed with a sense of tallness. But the creation of the whole plot is full of down-to-earth flavor.
Many netizens said that this contrast seems to be a little familiar.
Recall that Wang Qiye, who was popular before, took this path in his out-of-the-circle advertising with goods.
Indeed, from creativity, copywriting style to advertising tonality, it is difficult not to be reminiscent of Wang Qiye.
Selected Jun checked, on April 26 this year, the bee swarm culture officially announced that Zhang Yuqi had joined, and this also solved the above questions.
Because Wang Qiye is also a contracted artist of the MCN agency.
Okay, after analyzing the causes and consequences, let's take a closer look at these ads.
It can be said that Zhang Yuqi's creative ideas for advertising with goods have been set from the first one.
In the Great Celestial Empire, which is full of talents, there are more celebrities, but celebrities go to the countryside to bring goods to their relatives and speak a dialect, is this contrasting and down-to-earth setting more able to attract public attention?
Therefore, in several advertisements, the plot development at the beginning is very similar-
Zhang Baiqiao played Zhang Yuqi's third uncle and invited her to endorse the product, and the process of continuous rejection and persuasion by the two finally led to the later advertising clips.
As a result, we can see Zhang Yuqi, who was still wearing a green military coat and a big red flower skirt in the last second, and swallowing melon seeds, turned into a luxury dress, and was full of aura to endorse the product.
For a long time, Zhang Yuqi's character of daring to say and do has become one of its characteristics, and her royal sister's appearance and this "tiger" energy not only appear very real in the picture presentation, but also can show the other side of the bright star, satisfying the public's desire to snoop.
It is worth mentioning that it is precisely because of Zhang Yuqi's pungent style that the absurd behavior in the advertisement has become reasonable.
For example, wearing an evening dress studded with rhinestones, stepping on ten-centimeter high heels,
But sitting in front of a rusty sewing machine, sewing clothes seriously?
In addition to the visual impact of both earthy and luxurious, Zhang Yuqi's line copywriting is also impressive.
In the short video endorsed by rock sugar, Zhang Yuqi compared rock candy to jewelry, and used the line "Broken diamonds below one carat are worthless" to directly raise the white sugar by several levels, and it also corresponds to his previous bold statement in the live broadcast that "broken diamonds are worthless".
There are many more copywriters like this,
Sewing machine with goods:
"Everyone who shakes their legs has a sewing machine in their hearts, a high-end internal friction head, elegant paint removal technology, and a cold rusty pedal. This is iFENG sewing machine, born for love shake. ”
Spicy strips with goods:
"Newly upgraded little red tube, a variety of spicy color numbers, slightly spicy, heavy spicy, Thai pants spicy."
Preserved eggs with goods:
"Real skin always has the nobility of eggs, which comes from the craftsmanship of thousands of years ago, and the delicate snowflakes are inscribed, such as pines and cypresses, such as waves. Pirka eggs, the first jewelry for young people. ”
Frankly speaking, although these advertising creatives have the shadow of the previous style of the agency team, thanks to the star title and Zhang Yuqi's own personality, these advertising contents have established a differentiated texture on the basis of the same form, so as to obtain dazzling communication data.
Taking Douyin as an example, as of press time, Zhang Yuqi's advertisements with goods have received nearly 10 million views on Douyin.
It can be said that Zhang Yuqi has successfully opened up a new track of his own and completed a reasonable and effective personal marketing.
At the same time, MCN agencies have also won......