Living in this diverse Internet era, Gen Z has a unique behavioral language: they "dare" to show their love to the world, "dare" to challenge all possibilities, "dare" to push their limits... In the eyes of others, they are a generation that is difficult to "please", and they are slashed youths who are labeled. In the consumer market, rather than blindly chasing high-luxury brands, they pay more attention to highlighting their own personality, care about the unique intention conveyed behind each product, and prefer brand products that match personal value and life attitude.
Occupy the Z generation and pass on the true self
Based on the insight of The Z generation's "dare to seek truth, dare to be self" attitude in life, more and more brands are trying to jump out of traditional marketing and enter the "attitude marketing", and Blank ME is no exception. In October this year, Blank ME launched the theme marketing campaign of "pulling full confidence and daring to be unconvinced" from the resonance point between the target consumer and the brand's attitude. Since the launch of the event, the whole network has been exposed more than 200 million, the Number of Weibo topics read has exceeded 55 million, and the related hot search #Oilpox Muscle's Reward Powder Cream has reached 61 million+, setting off a high degree of hot discussion among the entire industry media and celebrities. Blank ME unites representatives of different circles: new comedian - spicy look, singer-songwriter / artist / model - Yang Yingge, Forbes China Top 50 Opinion Leader Rebecca, and female fashion attitude media ELLE, to create a series of attitude blockbusters, jointly share their own "bottom" story, show the most authentic and self-attitude attitude, convey Blank ME's brand attitude and proposition that fits with the audience, and once again deeply imprint the marketing theme in the minds of consumers.
(BlankME X ELLE Attitude Blockbuster)
Multi-circle layer linkage to establish emotional links
In this communication, in addition to "breaking through" the beauty circle, Blank ME also linked up with Liu Meng, a celebrity base makeup recommendation officer, to distribute benefits to fans in the live broadcast room of the brand's Douyin on October 17; Tao Baibai Sensei, a master of the linkage constellation, made a new interpretation of the brand and products from the perspective of hot topics such as women's emotions and constellations... From celebrity fans to emotional KOLs, multi-field joint topic interaction has established a multi-circle emotional communication link. Blank ME intends to break the prejudice of the times, record a variety of life attitudes with confidence, and hit the hearts of consumers. By creating different base makeup products, we bring more positive strength attitude support to consumers.
(Star Base Makeup Recommendation Officer Liu Meng)
Explore the authenticity of life and give users a full "bottom"
This is not the first time Blank ME has tried attitude marketing: at the product level, Blank ME has been focusing on solving consumers' base makeup troubles, advocating not overly modifying and covering up, restoring the healthiest and true skin color, and becoming a better self; at the brand level, Blank ME continues to explore ways to get along with Generation Z, gain insight into their life circle and inner world, find resonance in terms of values, life attitudes, etc., to understand and help them realize their self-worth. Starting from March 2021, the brand continues to launch special programs such as "ME Talk" and "ME'ET" to record the true story of each friend in various forms, accompany them, and add bonuses to their "confidence". Face all kinds of worlds together, dare to show yourself in life, and have more courage to face every upcoming tomorrow.
(Blank ME "ME Talk" Special Project)
Nowadays, brand marketing is no longer the early "closed door" and "self-talk", accurately grasping the emotional pain points of consumers, and then integrating the selling points of products, so that the brand is no longer just a cold commercial role, but becomes a "friend", "confidant" or even a "partner" with temperature, which is the key to the brand being able to stand out in the big wave of social marketing. The attitude marketing of Blank ME aims to become a brand with temperature, communicating the life and inner needs of every consumer through base makeup products, not just the output of product efficacy. Blank ME has been carefully exploring the true colors of real life, establishing good emotional communication, and giving users more companionship and encouragement. I also look forward to the future, it can bring you more surprise base makeup products, so that China's base makeup industry is really full of confidence.