The recent Little Red Book is really a bit "red".
Just after the "filter" storm, Xiaohongshu launched the "No Panic Mailbox" campaign in conjunction with the one-way space, and launched a promotional video to cooperate with the launch of the activity, and the protagonist of the key video was Xu Zhiyuan.
Video loading...
Video Copywriting:
Sorry to have written back to you for so long
You say you, in the midst of a sea of people
The sense of deprivation is very strong, and there is often a feeling of emptiness and desolation
Perhaps, it's not just your own confusion
We live in an age of inner turmoil
Excessive attention to self, and rarely self-exploration
The loudest slogan of this era is: Be yourself
But what is it?
Turn on your phone
You can see the most beautiful faces,
The most dazzling lifestyle, the most successful career
Your friends, compete to show off an enviable version of yourself
Is the ego established in comparison with others?
Is the ubiquitous comparison the source of our panic?
You know
I'm a writer, an entrepreneur
Maybe still a reluctant Internet celebrity,
This divided identity occasionally brings vanity, but it also often throws me into panic,
For me, forgetting the ego can get rid of the panic
Even if it's for a moment
And to understand others, to understand another era
It is the best way to forget the self
In the process
Your ego, the times you live in, become clear
If you're lucky, you'll gradually build up your own space of meaning
If you can't get rid of the panic, let the panic engulf you
The peculiarity of man is that at the last moment of drowning
The desire to survive will make you break free
There is no single solution to life
The surface is calm, but in fact, the undercurrent is surging
Restless, struggling, contradictory
It's part of life
Arrive at the unhurried path to twists and turns
There may be no end in sight
The process of searching is full of temptations
Welcome to Little Red Book
Write to me and leave a message
Write down your panicked moments
Let's explore the road together
The short film takes social anxiety as the starting point, and the protagonist of the advertisement, Xu Zhiyuan, uses the "reply" method to answer everyone's questions about "emptiness and desolation". He believes that we are living in an era of inner turmoil, and that "ubiquitous comparisons are the source of our panic." On how to get rid of panic, Xu Zhiyuan gave this answer: "Forgetting the self can get me out of panic, if I can't get rid of panic, then let panic engulf you."
I have to say that this time Xiaohongshu changed the consumer's initial impression of the "truth, goodness and beauty" of the "planting grass" platform, based on the real social phenomena and individuals, anti-marketing led users to explore the source of "panic" and the method of "no panic", personally taught how to face anxiety, solve the anxiety of the lifestyle, called the operation of not following the routine.
And in order to put the word "no panic" on the ground, Xiaohongshu also launched the "no panic mailbox" activity on the App, and users participated in the topic interaction in the station, and they could also get a sincere response from Xu Zhiyuan himself.
It is worth mentioning that in addition to Xu Zhiyuan, the "No Panic Mailbox" also put on the activity page the "No Panic Story" of three other people, namely music singer-songwriter Chen Jingfei, Zhang Yudong of the Central Academy of Fine Arts and his small partner, Cai Yanqing, an entrepreneur of a social innovation organization who settled in Chengdu's Tieniu Village, allowing the audience to glimpse a deeper side of the activity.
Unhurried Story 001
@Chen Jingfei: Chen Jingfei's reply
Unhurried Story 002
@Zhang Yudong: Don't be vulgar, don't be lonely
Unhurried Story 003
@Cai Yanqing: If you panic, you clap your hands
As shown in the video, Xiaohongshu uses Chen Jingfei, Zhang Yudong and Cai Yanqing's "unhurried story" to tell all users that you can be like them, in the face of panic and anxiety, selectively reject something, free time for yourself, to enrich yourself, do not care about the eyes of others and those meaningless comparisons, do not panic about "how do I want to do", but "I am doing this", maybe such a self can be truly established.
Seeing this, I believe that everyone will think that the brand intention is good, I did not expect it, but after the event was issued, netizens on various platforms issued a lot of doubts:
A brief summary will find that in this piece of doubt, there are two main points of controversy:
First, he believes that "the Little Red Book is not worthy of Xu Zhiyuan's copywriting."
As we all know, the little red book labeled "planting grass" is more like a platform for young people to dry good things and show good things, and Xu Zhiyuan, the protagonist of the advertisement, has its own "Wenqing" aura in the public impression, whether these two styles can be accepted by users on the same frequency, but also temporarily marked with a question mark.
The second is to think that "the public impression of the Little Red Book makes it unsuitable for anxiety."
Xiaohongshu launched such a film after experiencing the "filter" storm some time ago, to discuss the "road to no panic" with users, it is somewhat unconvincing, and it is no wonder that netizens commented that this short film is more suitable for "Douban".
In the view of the editor, Xiaohongshu hopes to care about the "anxiety" of young people through this activity, so that more people can see the positive social energy transmitted by Xiaohongshu, so as to attract more young people to explore and discover more possibilities in Xiaohongshu, which is worth affirming.
But perhaps, this "Xu Zhiyuan-style expression" contrasts with the conventional impression that Xiaohongshu brings to the public in terms of content output, which has led to the emergence of controversial voices.
As for the little red book that is red in "planting grass", what kind of "new image" do you want to show next? Xiaobian first looked forward to a wave.