Lenovo Xiaoxin: Brands and young people talk to "sa" Brands to seize young people, you have to be "sa" enough

It is not easy for the brand to communicate with this young person.

This is because living in the context of the Internet, they have rich life experience and diverse interests and hobbies, and they have no characteristic voice, and it is really difficult for them to listen to it.

Therefore, many brands target young people's cases, and it is often easy to see these problems:

When the brand communicates, there is no clear and unambiguous attitude, people will feel that what the brand wants to say, it is completely uninteresting; or the brand is too upright, not enough to have a "human atmosphere", or it is too much like the elders, and most of the young people have no sense of distance and distance. There are also brands that are not moving is a big pot of chicken soup, this year's young people, really afraid of chicken soup greasy panic.

So, how exactly do you communicate with young people?

<h1 class="pgc-h-arrow-right" data-track="6" > brands to catch young people, you have to be "sassy"</h1>

What does "sa" mean, in writing, sa is cool. Falling into the context of young people, in their words, this "enough sassy" means enough "diao" (cowhide).

The reason why such a young word is used is actually to say that the words of brand communication must be in line with young people's attitudes, emotions, living habits, language and culture.

How?

First of all, from the emotional point of view, the starting point of the brand must be to find a way to find a way from the pain points that this young people are facing.

To give an example, Lenovo Xiaoxin and Timesquy recently collaborated in one case. The brand locked in a topic called: #实力相加, multi-faceted self#. This topic is actually to find a very poking pain point for young people:

As a young generation that has just entered the society, they are facing many life choices at present, and the biggest pain point at this time is what they want to do in the future, who they become, and how to define themselves?

Based on this insight, Lenovo proposes that the meaning of #Add Strength, Multi-Faceted Self is exactly: in the case of strength, you can have many life choices, there is no need to fall into a unique identity, but you can have a multi-faceted self.

This pain point, in fact, is very clever to grasp.

Secondly, in terms of communication skills, if brands want to communicate with this generation of young people, they must understand their media behavior habits, who they trust more, and what language style they prefer.

Obviously, the current young consumer group, their media behavior habits will be more focused on social media platforms, the corresponding people they pay attention to, the people they are willing to believe, are also the same as their grassroots KOLs, and their preferred language communication style must make them feel "dragging", "cool" enough, enough "sassy".

In lenovo Xiaoxin's case, Shiqu found three very representative KOLs and created a series of video ideas that expressed #strength plus, multi-faceted self#, and these ideas, whether it is the KOL's story, the production of pictures, the presentation of copywriting, are very gripping.

Let's take a look at how "sassy" these three ideas are.

Chapter 1

The first story comes from Lang Jia Ziyu, the grandfather of this young man, Lang Shao'an, is the founder of Beijing's "Mian Ren Lang", influenced by the family, Lang Jia Zi Yu has long had a strong interest in the plastic, and now he is also the inheritor of intangible cultural heritage.

But does he have to shoulder this identity?

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It seems that in the traditional concept, future generations must shoulder the heavy responsibility of inheriting the culture of their predecessors, but this does not mean that there is only one choice. The protagonist who likes to play basketball and even enters the drama circle, his speech expresses a new attitude, just like the few words of the "sa" in the video that wake up the mind:

"Identity is a fluid concept anyway."

"At my age, the last thing I lack is the courage to challenge my new identity."

Chapter 2

Story two, focusing on the common problems faced by girls at present, introduces a girl who wants to be an actor and wants to do a good job in music, Liu Renyu.

In the past, in the face of too many interests and hobbies, more advice will be: find a way to go all the way, but in this story, combined with the brand proposition, put forward a different attitude:

This attitude is like the "sassy" copywriting in the film:

"Light, gaze, exposure, are not as important as their own glow"

"Keep it hard, because hard work will make people sober"

"Polishing each side of yourself"

Chapter 3

Story three, it tells the story of the director in the previous story. Zhang Chao of the Inspiration Institute, as a digital 3C blogger, in fact, he also has multiple identities: debaters, self-media people, directors... And from an ordinary person, growing up to have so many identities, is to express a point of view: in any field you like to work hard, do not give up every possibility:

The short story finally gives a very appealing response, which still combines the brand proposition and delivers:

"Not defined by an impression, by a label"

"Ten thousand people are hidden like the sea, the sky is vast, and they can chase their dreams!"

These three stories, from the choice of KOLs to the stories they tell, the brand proposition can reach a wide range of users, because the three stories capture the common pain points faced by young people today:

Story one is about the choice of facing self and responsibility; story two, it is about the choice of facing multiple interests; story three is about facing multiple life careers and important choices of paths.

In different stories, the creative style of the three short films is very young, the rhythm is clear, the attitude is expressed, and the copywriting with a sense of "sa" is very convincing. More importantly, the brand is also very accurate in strategy, producing a clear and powerful attitude that is in line with young people's values: #实力相加, multi-faceted self#.

From emotional insight to creative expression, this kind of communication is deep and resonant, which naturally promotes their recognition and goodwill of the brand.

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