The college entrance examination is not only a hot event that attracts the attention of the whole people, but also an indelible mark of youth in everyone's heart. Every year, the college entrance examination always comes with its own hot search topics, which also makes it a must for brand marketing.
During this period of time, the marketing around the "college entrance examination" is like a war without gunpowder, and brands have tried their best to not only catch this express train to attract everyone's attention, but also to carry out accurate content output for the audience, and perfectly match the brand's concept and products with consumer needs to create a unique brand experience. This is indeed a big test for brands.
How to stand out among many brands, use good ideas and forms, achieve small and broad marketing effects, and achieve a double harvest of brand voice and sales? Perhaps in the cross-border marketing of today's headlines X Wangzi milk for the college entrance examination, we can get a glimpse of some ideas and references.
1. It started with the college entrance examination being enthusiastic about applying for the exam, and the unique creativity impressed the college entrance examination crowd
Nowadays, in this era of homogeneous marketing, it is difficult to impress consumers by relying on the same borrowing routines, and it is easy to become a one-sided self-congratulatory brand alone.
How to break the college entrance examination marketing and make differentiated communication? The key to solving this difficulty lies in whether the brand has grasped the real needs of consumers. In this regard, Toutiao's approach to this year's college entrance examination marketing can be described as quite ingenious - turning the perspective to the most important scenarios for users during the college entrance examination "application" &"admission", and in these scenarios, the marketing reach has been subtly completed.
After all, for candidates and parents, the most important thing after the exam is to choose a suitable major and wait for the arrival of the admission letter. In particular, voluntary filling in the report may be a decision that affects a child's life, but the complexity of filling in the report due to poor information is becoming more and more difficult for parents and students to cope with.
Insight into this pain point, Toutiao joined hands with Wangzai Milk to launch a "first-class prosperous event" theme marketing campaign in combination with the college entrance examination season and the node of volunteering to fill in & wait for the admission notice, cleverly combining consumer demand scenarios with the characteristics of products and services, and sending a special blessing and warmth to college entrance examination students and parents.
Taking the "registration" scenario as an example, in order to better help candidates fill in the college entrance examination volunteers, Toutiao and Wang Tsai Milk have launched eight fillable career-limited Tetra Pak & Tin Cans, such as astronauts, journalists, programmers, scientists, etc., each of which represents different career dreams and future possibilities. At the same time, Toutiao invited a number of high-quality creators of Toutiao, combined with the professional bottle image of Wangzi Milk, to popularize professional-related knowledge for everyone and help students establish their awareness of their favorite profession earlier.
In this way, Toutiao and Wangzi Milk seized the important scene of "voluntary filling" in advance, and ensured that they could effectively reach the target group through high-frequency interactive scenarios such as querying application information. On the other hand, it also allows users to feel the professional characteristics and attributes of the Toutiao platform and the Wangzai brand, which not only meets the needs of consumers for the exam, but also highlights the commercial value of the brand.
In short, whether it is to establish a post-exam discussion venue, or to cooperate with high-quality creators to publish the topics that people are most concerned about, Toutiao's wave of operations are based on the scene of demand satisfaction as the connection point, skillfully reaching users, and taking advantage of the college entrance examination to establish users' awareness of today's Toutiao platform with minds, ideas, and young people.
2. Efficient linkage between online and offline, and "first-class prosperity" wins the favor of users
In brand marketing, the degree of excellent content determines the depth of marketing, and the communication influence determines the breadth of marketing.
With the creative content of "out of the circle", what Toutiao has to do is to integrate resources and achieve "breaking the circle". In terms of communication methods, Toutiao and Wangzi Milk have used products as the medium and QR codes as the starting point to break through the barriers between online and offline, and radiate to a wider range of people with the help of platform advantages.
Online, today's headline communication has been fully rolled out, and diversified grass planting has broken the circle. Toutiao not only launched an opening screen ad on its own platform, but also linked bloggers and KOCs on various platforms to attract consumers' attention through high-quality UGC content, unboxing videos and other social media positions, so that the communication effect increased exponentially.
Offline, Wangzai's milk products are linked by scanning codes to limit the surrounding hard control of young people. Wang Tsai Milk printed "8 major events about study" on the Tetra Pak package, and at the same time ingeniously attached a QR code, which can be scanned to enter the interactive page of today's headlines #First-class Wangshi# topic. Each package is accompanied by playful and interesting copywriting, such as "What is the indispensable partner in college?" "Which university cafeteria deserves to be on the must-eat list" "Is the college entrance examination really a turning point in life?" ”...... It grasps the desire of young people to share in minutes, so that consumers can recall their youth and share bits and pieces of university life while tasting Wangzi milk.
At the same time, Toutiao also cooperated with Wang Tsai Milk to launch a series of good luck peripherals that young people like, such as "stickers with you", "high-spirited fan", "smooth sailing", "spin learning refrigerator magnets", "really have a knowledge bag", all users who participate in interactive topics will have the opportunity to get. A variety of fresh and interesting good luck surrounding contexts bring greater emotional value to users, so that brands and platforms have more cultural, social and emotional connections with young people, stimulate users to actively participate and spontaneously disseminate, and achieve a greater degree of content breakthrough.
Through this series of online and offline innovative interactions, Toutiao and Wangzai Milk used the "1+1>2" co-branding effect to break through the barriers of online and offline channels, helping the event to break through the circle, and at the same time, it also attracted more and more consumers to co-create content around the "college entrance examination", forming a national marketing campaign.
3. High-score marketing of national brands, and the background of responsibility warms the younger generation
In fact, the college entrance examination is not only a campus topic that students will pay attention to, but also a social issue that will be discussed by the whole people.
The fact that the "first-class event" college entrance examination marketing campaign can be so out of the circle is also due to the fact that both parties are high-national brands with a public cognitive foundation, which brings buff blessings and amplifies the influence of social issues and the appeal of group emotions.
Today's headlines and Wangzi milk, through the means of communication and the form of brand co-branding, let consumers pay more and more attention to the college entrance examination this major event, many fresh candidates, candidates' parents, and netizens who miss the college entrance examination time have participated in the discussion of this topic, sharing the memories of the college entrance examination and college. In this process, consumers can also feel the social value and temperature of the brand, which fully realizes the positive dialogue of this event.
On the other hand, it is also inseparable from Toutiao's good platform ecology. It can be seen that it is not only a platform for linkage, but also a communication channel between brands and young people. In the event, Toutiao did not programmatically convey the characteristics of the platform, but made the platform compatible with social issues, effectively responded to the hot spots of the college entrance examination, and then cooperated with Wangzi Milk to present products with social value to consumers, successfully bypassing the negative impact of traditional hard and wide, which not only leveraged the emotional resonance of the crowd, but also realized the successful transmission of brand interests.
Get close to users, dig deep into emotional value, and provide positive guidance. In this college entrance examination marketing, Toutiao and Wangzi Milk show the brand's temperature and sense of responsibility to a wider audience, which can not only bring the improvement of the corporate image to both parties, but also precipitate deep emotional assets in the hearts of the people, and grow real goodwill and reputation. From this aspect, it has undoubtedly created an excellent sample of differentiated marketing for the college entrance examination.