Author | Mr. Art of War
Source | The Art of Marketing
On July 16th, Ming Ming, a mass merchandising snack company, was very busy with Zhao Yiming, a brand of the group, and snacks were very busy, and jointly announced that Jay Chou would become its new spokesperson. The reason for such popularity is that the national idol Jay Chou already has a huge fan base and strong market appeal, and second, because Zhao Yiming is very busy with snacks and snacks is a leader in the snack chain industry.
In a fragmented marketing environment, we have been emphasizing that the gameplay of celebrity endorsements must be upgraded. If you look at it from the perspective that Mingming is very busy, this official announcement is an important node for the national snack chain to usher in the milestone of 10,000 stores, and it is a powerful combination of the industry's head meeting a king-level superstar. However, for Zhao Yiming Snacks, the spokesperson of the first official announcement, this cooperation is more like a practice of brand long-termism, and many details are worth scrutinizing.
01 Why Jay Chou? Highly compatible endorsements make it easier to strengthen differentiated memory points
When a brand cooperates with a celebrity, it has to think about at least two directional issues. First, what kind of spokesperson is suitable for you? Second, what do you need a spokesperson to help you express? Compared with the temptation of short-term traffic, Zhao Yiming Snacks chose a more mature "solution" to circle consumers and bring a more long-term impact.
On the one hand, Jay Chou's national degree and good reputation are very suitable for the brand image. As the king of the Chinese music scene and a national idol who has been popular for more than 20 years with his works and hard power, Jay Chou is an excellent medium to help brands break through the circle and enhance their influence. In fact, Jay Chou's career attitude of focusing on good music and constantly surpassing his testimony for Hualiu is very suitable for Zhao Yiming's snacks of "it's cheap not to play routines". At the same time, we also learned that Zhao Yiming's vision of snacks is to help the general public realize the freedom of snacks, which is also very similar to what Jay Chou once said: "The brand I endorse must be affordable for my fans." ”
After forming a happy family with Kunling, Jay Chou frequently recorded family life on social networks, and successively composed songs for his wife and children, conveying happiness and love. This is also very similar to Zhao Ding, the founder of Zhao Yiming Snacks, who chose to use his son's name "Zhao Yiming" to name the brand he poured his heart to. Nowadays, most of Jay Chou's fans have their own families, and they are also the main group of people who buy snacks for themselves and their families.
On the other hand, the higher the degree of compatibility between the two parties, the easier it is to help the brand complete the message expression. In the creation of the endorsement TVC, the high compatibility between the two parties is also easy to inspire the producer, and the final works are highly integrated. Whether it is "dancing" with snacks such as chocolate beans and biscuits in the store, or the use of various music-related elements such as hip-hop, hip-hop, piano keys, etc., they all take into account the "Dong Chou elements" and "brand characteristics", and many easter eggs also make fans smile. Not only that, the "snack town" in the short film has also become an important carrier to highlight the brand's "store", and after watching this TVC, many viewers were brainwashed by the lyrics of the magic "Don't play routines, it's super good, it's next to your house, Zhao Yiming snacks come and shop" "The snack price is super low, the quality is incomparable, Zhao Yiming snacks will spoil you" brainwashing, remembering this rich and cost-effective treasure brand.
02Why does the topic continue to heat up? Multi-touch rendering of emotional perception, step by step into the hearts of consumers
For brands, choosing the right spokesperson is only the foundation, how to fully release the rights and interests of endorsements with a fine communication layout, and step by step to penetrate into the consumption psychology and shopping emotions of consumers, this is the key to the brand's in-depth thinking. Therefore, Zhao Yiming Snacks chose a multi-channel and diversified content layout to build a communication matrix with both quality and efficiency.
At the exposure level, Zhao Yiming snacks chose an all-round layout online and offline. The brand created #Jay Chou endorsement Zhao Yiming snacks ##杰么棒的赵一鸣零食#的热门话题 on Weibo, opened a brand moment area with the theme of "Lun" trapping welfare food moments, and launched the #Jay Mo Bang Zhao Yiming Snacks Douyin Challenge on Douyin, since the official announcement, the brand exposure of the whole network has exceeded 830 million, forming a strong binding and strong association with Jay Chou. In addition, the brand also joined forces with the brands that Jay Chou once endorsed to jointly speak out to further help the topic out of the circle. At the same time, the brand also contracted the outdoor large screen of Guangzhou Wanling Hui, forming an all-round exposure offensive, fermenting the heat with all channels and all fields, and triggering national discussions.
At the transformation level, Zhao Yiming snacks also give back to consumers with real benefits. The brand not only opened the carnival of "1 point lottery" for members, and used posters and other atmosphere materials to create an offline theme store, but also gave away "Jiemo Awesome Benefits" including vouchers, autographed photos, co-branded peripherals, and snack gift packages in the online carnival-themed live broadcast. Jay Chou's friend Liu Genghong will also be a guest in the brand's live broadcast room on the 24th, giving away snacks and Jay Lun peripherals to the audience. This rhythmic and coherent layout is deepened layer by layer, which also transforms a celebrity endorsement into a real brand growth point.
03 Behind a successful endorsement: it is the gradual construction of brand barriers, and the sincerity and intention of doing a good job as a national brand
The famous marketing strategist · Rees once pointed out that "the competition of marketing is not so much a battle of brands as a battle of categories". And this sentence is put in the involuted and soaring snack track, that is, whoever makes the head of the track first will have the possibility of equating the "brand" and "track". Since its inception in 2019, Zhao Yiming Snacks has been anchored to the position of the head of the industry, and has been accelerating through a variety of differentiated marketing communications. All the communication strategies of the brand are adjusted according to the stage they are in.
During this year's Spring Festival, in the logic of many marketing narratives of "sending New Year's blessings to users", Zhao Yiming Snacks not only understood the current psychological state of people, but also combined with the demand for snacks for the New Year and the emotional points of young people who want to get rich, giving a positive and positive response in the name of the brand. During the event, the brand created a series of creative, interactive and New Year-style activities around the "Year of the Dragon Rich New Year Festival", such as using the Year of the Dragon Rich pop-up store, the Year of the Dragon theme peripherals, and the 10,000 yuan Rich Koi activity to attract participation, and using the snack "Rich Bucket" with New Year's flavor characteristics and the personalized New Year's goods to provide "social currency", and finally to undertake the traffic accumulated in the early stage with activities such as welfare exchange, so as to fill the expectations of young people for "getting rich in the coming year" and complete it in resonance" When you buy snacks during the Spring Festival, you can find Zhao Yiming".
On this year's Children's Day, Zhao Yiming snacks played a "nostalgic communication card", the brand not only used classic toys such as ferrule water machines and nostalgic snacks to evoke the childhood memories of countless older children, but also made people feel moved by "returning to their student days". It also takes into account the children's needs for pure happiness during Children's Day, and adds a "sense of surprise" to the children by means of IP linkage and building pop-up stores. This marketing strategy of taking the "crowd" as the communication center also allows Zhao Yiming Snacks to deeply cultivate the mentality of the "small but fine" crowd scene in the large and comprehensive track competition, and achieve a real sense of both product and sales.
The clearer a brand is about what it wants, the clearer the marketing logic will be, the more efficient the results will be, and there will be stronger brand recognition in the market. From strengthening cognition - optimizing experience - to emotional supply, Zhao Yiming snacks have gradually built their own brand barriers through gradual communication. When this brand with sincerity and intentions gradually takes root in the hearts of consumers, its recognition and influence will also radiate to a wider range of consumers and become a national brand loved by more people.