As a lover of reasoning and puzzle-solving variety shows level 10, the author used to rely on electronic mustard such as "Women's Reasoning Club", "Cute Detective Detective", "Star Detective", "Let's Start Reasoning". But one thing to say, since the return of the second season of "Let's Start Reasoning" this year, the beginning has dealt a critical blow to Di Lieba's various beautiful looks in this variety show.
For example, this blue-haired machine Ji makeup, blue short hair + silver skirt + silver jewelry on the bridge of the nose + silver lip studs, quadruple buff superposition, is simply the top alpha in the future world.
The most surprising thing for the audience, incarnated as a black swan, overwhelmed the audience, and would like to call it the god of ancient Greece who was in charge of beauty.
is different from the cold and sexy black swan, her other senior sister is also very pure and cute. Dressed in a white uniform and plaid skirt, sweet and cool, whose beautiful senior sister is this?
But compared to Reba's face, as an advertising person's "occupational disease", I was attracted by the Swisse super light bottle that Di Ali Reba "has been eating" in the variety show.
Looking back on recent years, the marketing logic of the health care products industry has undergone profound changes. From the past comparison of efficacy, concept, and price, to the present gradually return to the "first principle" of marketing - consumer experience. How to let consumers have a real sense of experience and gain in the consumption scene has become a major problem in the industry.
When the author carefully reviewed the second season of "Let's Start Reasoning", I found that in this immersive plot reasoning reality show, Swisse set up a new sample of marketing in the health care product industry.
The dual force of communication perspective and content thinking
Integrate the fit between the spokesperson and the product
Lay the foundation for the unity of quality and efficiency
According to Yunhe data, a total of 275 new domestic quarterly variety shows (excluding derivatives and galas) will be released in 2023. If you want to stand out in the massive variety show marketing, you need to make dual efforts from the perspective of communication and content thinking, and you also need to integrate the fit between the spokesperson and the product.
From the perspective of communication, "Let's Start Reasoning 2", as a reasoning variety show produced by Tencent Video, has a certain amount of broadcast volume guaranteed. Different from the existing similar programs, it adopts a differentiated "script killing" gameplay, and introduces a richer game framework and dynamic scene design; At the same time, an attempt to run a variety show throughout the whole season and a "drama-style variety show" has won the love of many audiences, and the fan base of the show's idol artists has also made the show have high traffic.
In addition to the judgment of the communication perspective, Swisse also realizes that the fit of the brand in variety show implantation can achieve a double harvest of popularity and reputation.
First of all, the intangible spiritual connection between the spokesperson and the brand needs to be perceived by the public through a concise expression. In order to release the deep value of the brand, Swisse digs deep into the relevance of Dilireba and the ultra-light bottle, and establishes a strong connection between the "up-and-coming" persona of Dili-Gerba and the "up-and-coming" product interests of Swisse ultra-light bottle, so as to realize the effective transformation of personality cognition to product cognition.
For example, in the second season of "Let's Start Reasoning", no matter which shape and angle Di Lieba is displayed in front of the screen, it is a 360 beauty without dead ends. We can always admire her raised and lifted clear contours, always maintaining a super bright and good face, and the brand is also using Di Lieba to create the ultra light bottle into the most desirable fashion item.
Secondly, Swisse and Di Ali Gerba have joined forces to take advantage of Di Ali Gerba's influence in the hearts of the public, which makes it easier to open up the communication context between the product and them and boost the brand voice. Moreover, when the top Reba and the Swisse brand meet, the cooperation between the two sides is no longer just a simple product and a simple celebrity endorsement, but a combination of content, products, and scenes, injecting the connotation of category value recognition into the brand itself.
The "uplifting" scene is planted with grass, and the "traceless" marketing is more sensitive
Different from scattered exposure, variety shows can build more immersive scenes. In a longer period of time and more levels of exposure, we will continue to penetrate the brand concept and value, and establish a continuous perception and further recognition in the user's heart. Based on this, the author found that in the second season of "Let's Start Reasoning", Swisse not only used a good spokesperson, highly echoing Reba's "rising" character, but also fully combined with the high-energy links of the show's plot for intensive implantation, so that Swisse's super light bottle can always be smoothly integrated into the show, and it seems that there is no sense of disobedience.
First, the product is implanted with a precise focus plot framework to create a seamless and immersive narrative experience
In each issue of the reasoning series, guests will be invited to play different roles according to different case themes, and then find out the real culprit according to the "clues" reasoning. "Clues" are undoubtedly the key to each episode of the show, in which the clues that "determine the murderer" > "drive the plot development" are exposed with higher weight. Swisse has insight into this, and the linkage program team has repeatedly mentioned the super light bottle as an important clue throughout the program, so as to truly maximize the marketing effect.
For example, the core ingredient of the Swisse ultra-light bottle, "ergothioneine", was used as the password for decrypting the computer, and the product ingredient education was pre-embedded through word games.
At the same time, Swisse has also integrated the core interest point of the product into the welfare card - [Rising Card] [Library Rising Day Lucky Draw]. It builds a deep memory anchor in the minds of the audience, and subtly equates "uplifting" with Swisse's ultra-light bottle.
Second, deeply bind the highlight "uplifting" moment of the program guests, and complete the mental occupation from "cognition" to "identity".
In addition to the in-depth implantation of clues in the plot direction of the scene, Swisse also focused on building a celebrity and female guests planting a grass matrix in "Let's Start Reasoning", with high density and high frequency through the scenes of Di Lieba and different female guests taking Swisse super light bottles, and linked them to cooperate with product interaction in the form of oral broadcasting and functional demonstrations, forming a very impactful communication effect and strengthening cognition for the second time.
Whether it is the glamorous moment shown by the clear contour line of Natila when Reba debuts, or the confident boost on the stage with Zhang Zining and Sun Rui taking the Swisse Ultralight Bottle in the fifth issue, it is easy to reinforce Swisse as the common choice of female stars and all women.
Through the introduction of the plot and program guests, to solve the accurate texture presentation of product value, to take product value as the starting point of creativity, and to deliver the product effect that is not easy to perceive visually and perceptibly, Swisse provides a new marketing idea for many products that are also virtual or not easy to perceive in the link of visual communication with consumers in a specific field.
"Let's Start Reasoning" Season 2 X Swisse
Let the marketing benefits of variety shows go beyond traffic to the value layer
The implantation of brand variety shows is easy to fall into misunderstandings, blindly pursuing the delivery of "rights" content, which ultimately leads to the content and popularity being greater than the brand itself, and does not achieve the real purpose of variety show marketing. And Swisse has embarked on a differentiated path to break the game.
1. Develop a new model of variety show marketing, take the common contract as the starting point, and truly achieve both quality and efficiency
Swisse attaches great importance to releasing marketing value from the inside, and regards the common understanding of the image of the spokesperson and the product power as the starting point of marketing, which effectively amplifies the value-added role of variety shows and category mentality on brand value. By deeply binding the program and the brand from the inside, Swisse makes the value of variety show marketing not only superficial exposure data, but also a key link in the delivery of category and brand image. As a result, the content output around the program has allowed more audiences to establish the association of "Swiesh Super Light Bottle = Firming and Rising", creating a unique category image and effectively improving the brand influence.
2. Dynamic long-term communication layout, multi-dimensional output from category to brand image memory point creation
The author has always believed that creating category awareness requires centralized media and refined communication strategies, conforming to the law of "from the eye to the heart".
Swisse organically integrates the unit story of the program into the Tuizhen universe, and dynamically lays out the brand communication content and channels. With the refined communication strategy, we maximize the potential energy of variety show marketing, realize the continuous education of category cognition in each marketing link, and at the same time, the linear and progressive strategic rhythm also adapts to the cognitive and emotional transformation path of attention, and gradually promotes consumers to transform from favorable products to recognized products.
From the perspective of the higher level of the brand, the variety show implantation is not only to convey the category cognition of the "uplift" of the Svey Super Light Bottle, but also to carry out "soul communication" with the audience of "Let's Start Reasoning". From the perspective of the audience, consider what is really interesting and attractive, complete the effective communication between the brand and the audience, and make it a real user or consumer.
In this regard, Swisse has broken through the limitations of most brands in the face of variety show marketing, which can bring short-term high exposure, but it is difficult to capture the audience's "attention", and has created a new paradigm of variety show marketing that is worth learning from.