Dancing is probably the simplest and most universal way for people to express happiness.
Don't believe you open Kuaishou, in a variety of dancing short videos, whether it is a professional dancer or an ordinary person, everyone who dances with the music, the smile on his face is from the heart.
In order to let people who love dancing go from small screens to big stages and pass on happiness to more people, Kuaishou recently officially announced that it will hold a Kuaishou dance competition with the theme of "Born to be a Dancer" across the country.
In terms of marketing methods, Kuaishou also adheres to the concept of "carrying happiness to the end", bringing a series of fun and interesting communication actions.
<h1 class="pgc-h-arrow-right" > a nonsensical short film that interprets the theme of "born to be a dancer"</h1>
What kind of dancer is Kuaishou talking about as "born to be a dancer"? After watching this short film, it is clear at a glance.
"Nonsense" is my biggest feeling after watching this film, because the transition from each scene story to the theme of "Kuaishou Dance Competition" is really too illogical to follow.
For example, in the "How to Bathe a Dog" segment, at the beginning of a serious talk about the process of bathing the dog, and then turned to take such a dog who saw it and wanted to take it as an existing dog to participate in the Kuaishou Dance Competition.
For example, in the section "Teach You to Tie Your ShoeLaces by Hand", what should the girl do after she fastens her shoelaces? It is better to participate in the Kuaishou Dance Competition, anyway, the dance is finished, it is really unexpected.
For example, in the "Middle-aged and Elderly Dressing Guide", first use "clothes should fit, it is best to reflect such a trace of humility while being dignified and generous, giving people a kind of elderly demeanor and the temperament of serving people with virtue", making people think that this is a popular science program, and then telling you "It is better to participate in the Kuaishou Dance Competition, anyway, the dance will be finished."
Each small fragment uses an unexpected "god turn" to lead to the activity of "Kuaishou Dance Competition". And if you have to find the inner fit between this sand sculpture short film and the Kuaishou Dance Competition, I think it contains an interpretation of the theme of "born to be a dancer".
The boys who dance alone in the uniform broadcast gymnastics team control the rhythm of the music; the boys with "locking obsessive-compulsive disorder" honestly integrate the dance into the action of checking the door locks; the girls who tie their shoelaces are the preparation work before dancing; the dancing mother, who wants to wear the best clothes; even dogs, have the qualifications to dance.
Kuaishou's communication of these points is very subtle, without leaking traces, but at the end of each paragraph, "It is better to participate in the Kuaishou Dance Competition, anyway, the dance will be finished" a copywriting, the activity is exposed.
After repeating it five times in a row, I believe that the "Kuaishou Dance Competition" has been deeply imprinted in the user's memory.
< h1 class= "pgc-h-arrow-right" > five scenes to go deep into life and convey the universal nature of the dance competition</h1>
I'm sure that after watching this short film, many people must be convinced that they are the "natural dancers" that Kuaishou is looking for, and actively sign up for the competition.
Because Kuaishou tells us through the short film that the label of "born dancer" is "love". The Kuaishou Dance Competition is a national event, no matter how you dance, as long as you love to dance, you can participate.
How to reflect the "universal nature"? The mystery is still hidden in five short films.
First of all, in the choice of scenes, Kuaishou did not focus the lens on those outstanding professional dancers, but went deep into the scenes of life that we are familiar with.
"Doing broadcast gymnastics", "bathing pets", "checking door locks back and forth", "tying shoelaces", "going out to pick clothes", are all small things that we are accustomed to.
But Kuaishou can discover the joy of dancing from small things, which gives ordinary people more confidence and confidence to compete.
Secondly, there is "no limit" for the contestants.
There is no age limit, no dance species restriction, and no species restriction. People can participate, and small animals can also participate.
As the copywriter of the warm-up poster wrote, "Your mom can do it", "Mammals are also welcome", after all, jumping is the end of the matter.
This "nationality" has greatly improved the popularity and dissemination of the whole competition, and also fits the consistent style of Kuaishou -
The content is diverse, inclusive and interesting, providing every ordinary user with a stage where they can shine.
<h1 class="pgc-h-arrow-right" > create marketing "screaming moments" to enhance memory points with surprises</h1>
Marketing guru Philip Kotler says marketing must create surprises and surprises for users, also known as Wow Moment.
This is because users face a huge amount of Internet information every day, and there are very few that can really remain in the memory inventory. How to make marketing stand out must have a "killer skill" to attract attention.
The unexpected "Wow Moment", like a laugh in a cross-talk, or the scariest moment in a horror movie, can make a deep impression.
Looking at this short film of Kuaishou, it is actually a "fragmentary" promotional video that we are very familiar with, that is, around a communication theme, through several sand sculpture clips, vivid interpretation from multiple scenes or angles, and use "repetition" to strengthen user memory. Recent double eleven publicity, Tmall, JD.com have launched similar films.
But kuaishou still makes people shine,
Because at the same time of "repetition", Kuaishou has integrated a different "careful machine".
Every time the "million prize, open jump is to win" copywriting is revealed, Kuaishou has cleverly designed the "jump" word, so that the "jump" word really "jumps".
Moreover, the trajectory of each "jump" word is also highly suitable for the characters and plot of each clip. The "jump" in "The Ninth Set of Broadcast Gymnastics" is a child's energetic upward jump; the "jump" in "How to Bathe the Dog" seems to really be like a puppy jumping upright; the "jump" in "Middle-aged and Elderly Dressing Guide" is like a square dance twisting left and right...
Every careful design makes the copywriting move and catches people's attention.
After enjoying the sand sculpture story, users will not be distracted by the emergence of copywriting, so that the interest points of "millions of bonuses, jump and win" can be more effectively conveyed.
And what is very tempting is that in the million prize money of Kuaishou, in addition to the final selection of the first, second, third, and popularity awards, a considerable part is for ordinary dancers.
This can undoubtedly further activate Kuaishou users, stimulate their enthusiasm for participating in the competition, and can help Kuaishou achieve a wave of user growth, and enhance the penetration of Kuaishou in the circle between different ages and different groups.
Original Author/Public Name: Huang Yi/PR 007
This site is authorized to forward according to the CC0 protocol
For commercial reproduction, please contact the author for authorization, and for non-commercial reproduction, please indicate the source
Contact: [Operational Trivia] Edit