Author/Blue Lotus
"I'll eat less in the future, listen to you, and don't sell me."
"I'm not trying to sell you, I'm going to find you a home and let them take care of you."
"I just want you to be with me."
On Kuaishou, this video of the dialogue between the sister and brother has been played more than 21 million times, and many viewers have cried, which has also become an important reason for them to go into the theater to watch "My Sister".
As of today, the film has been 10 days old and has grossed more than 650 million. Behind the applause and applause, the achievements in the short video marketing of the film are remarkable.
Since the beginning of this year's Spring Festival, many movies have chosen to "exclusively market" on a single platform in terms of short video marketing strategies, giving up the traffic of other short video platforms. On the contrary, "My Sister" has formulated an all-platform marketing strategy from the beginning, not deeply bound to a platform, and synchronously marketing movies on multiple platforms such as Kuaishou and Douyin.
In the end, "My Sister" led the entire period at the box office, and the marketing volume also significantly surpassed other films in the same period.
We found that the official account of the film on Kuaishou has more than 580,000 fans, and the number of videos played on Kuaishou has exceeded 3 billion+. At the same time, the number of fans of the film on the official account of Douyin has also exceeded 300,000, and the related video has been played 1.74 billion times, truly realizing the all-platform marketing of a movie.
In contrast, "My Sister" has played its own characteristics in a series of marketing actions in Kuaishou.
In terms of content tone, a series of fast masters such as Heilongjiang Emotional Big V "Host Ye Wen" and "Giao Brother" disassemble and reconstruct the film from the perspective of ordinary people, so that the film can go out of the fan circle and come to the general public, awakening the enthusiasm of the sinking market.
In terms of interactive participation, the call for papers on the topic of "sister" #给姐姐的一封情书 allowing a large number of ordinary people to participate in the sharing of the topic of "sister". Even, the fast man Jia Shengqiang's song "Sister" turned popular again in this wave of craze, and also set off a cover singing boom.
In the view of some industry insiders, there are a large number of ordinary users on Kuaishou who record their lives with videos, and films like "Sister" that are biased towards emotions and ordinary people's themes will inevitably achieve unexpected marketing effects in Kuaishou. This is because movies can become a topic of conversation and stimulate strong emotional resonance among users.
Due to the diversity of Kuaishou content creators and users, it is like a video version of "miniature China", in addition to the emotional film, there are also hidden potential audiences for suspense films, thrillers, science fiction films and other different types of movies. And they constitute a new imagination of Kuaishou in film and television publicity.
The mission of Kuaishou is "the entertainment of the people".
"Sister" inspired an "emotional explosion" of Kuaishou users
In Kuaishou, we see a real China. Some people drink red wine and live in villas, others struggle on the poverty line; some people are funny in boring daily life, and some families who have lost their independence are eager for ordinary life.
While transmitting positive energy, truthfulness, goodness and beauty, Kuaishou has also become a "tree hole" for many ordinary users, and users record their lives and pin emotions in the form of video diaries.
Because of this, Kuaishou short videos are more likely to trigger empathy between users. The huge "we" group on Kuaishou has the sympathy between ordinary people, and it is not easy to encourage each other to live, cherish the present, and strive to move forward.
The movie "My Sister" chose Kuaishou as an important publicity position, which is inseparable from the content tone and user tone of Kuaishou.
The film tells the story of how an ordinary family who has lost a loved one continues to go on. Many tears and resonance points in the film have triggered the spontaneous spread of Kuaishou users in the station.
"The place where you should cry is crying, the place that should be uncomfortable is uncomfortable", kuaishou users are consistent with the rhythm of the movie.
When the Kuaishou user group encounters a film like "My Sister" that focuses on ordinary family emotions, it is conceivable how much emotional explosiveness it will bring.
The retired grandmother after the 50s, the Meng Qiqi daily food after the 60s, the bankrupt sister and brother after the 90s, and the Angela Lin Yuxuan after the 00s all made movie-related videos to tell their sister-brother relationship, which triggered an emotional storm in the Kuaishou station.
Love, courage, tolerance, sincerity... The brilliance of humanity in these movies has made users in different circles on Kuaishou become the "tap water" of film marketing.
In other words, Kuaishou users represent the aesthetics of movies for most ordinary audiences. The popularity of the movie in Kuaishou and the soaring box office of the movie are mutually causal.
It is based on such user characteristics that Kuaishou Entertainment positions itself as "the people's entertainment", and also brings new possibilities to the entire film industry - how to make movies penetrate into ordinary people through the medium of Kuaishou.
"The publicity of emotional films is just the beginning, and Kuaishou films do not set limits for themselves. In the future, Kuaishou will also actively explore providing publicity support for more types of films. The person in charge of Kuaishou Entertainment said.
Three emphasis on the angle, review of the "Sister" fast hand marketing methodology
We try to review the entire marketing process from three perspectives, whether it is the communication content, or the interactive volume, or even the final user conversion, the marketing performance of "My Sister" in Kuaishou is worth summarizing.
First of all, unlike traditional film marketing, Kuaishou's rich station masters deconstruct and reinterpret "My Sister", and they use the perspective of ordinary people to transform the "routine" film marketing into one "family story meeting" after another.
"I have three older sisters, from childhood to adulthood, my three sisters have taken great care of me." This passage comes from Kuaishou's "Little Agiao", who after participating in the early viewing of the Kuaishou Movie Group, specially filmed a video and shared the story of himself and his three sisters: "I hope that the younger brothers in the world can thank their sisters."
Host Dong Hao commented in Kuaishou's video that the movie "Sister" has "great staying power", "I grew up in a family with multiple sisters, and I lost my father at an early age, and my sister has a special strength in my mind." Dong Hao was deeply touched after watching the movie: "Family members should be maintained with love, not moral kidnapping, not how the sister should be." Dong Hao's video has received more than 1.72 million views on Kuaishou.
Host Wang Xiaoqian said in the video: "Now there are more and more families with two children, after watching "My Sister", parents may be touched, and may also make some changes. ”
In addition, Ye Wen, an emotional host from Heilongjiang, even opened a live broadcast for the movie.
Whether it is Brother Giao, Dong Hao, or Ye Wen, their emotional stories have leveraged a large number of ordinary people on Kuaishou, and they are no longer the fan circle in the traditional sense, but have become the incremental audience of the movie "Sister".
In addition to emotional KOLs, Kuaishou also mobilized the site masters in different fields such as music to dismantle and reconstruct the movie, so as to realize the fermentation and circle-breaking dissemination of the film's reputation.
Kuaishou head music masters, including the world's chen tease, Prison Seven Uncles, Sanna, Lao Erdao (half a ton brother), Song Xiaorui, etc. have joined in to create two creations, and Kuaishou has successfully created the theme song of the folk version of the movie, including folk version, children's version and so on.
Fast hand musician Jia Shengqiang was once one of the top ten happy male vocalists in the country in 2013, and once advanced with a song "Sister", and later this single was included in his compilation album "Do You Dare to Chase Dreams". Now, he is playing "Sister" again, which has triggered a second wave of cover "Sister" on Kuaishou.
The relevant person in charge of Kuaishou Entertainment said that in the selection of talents, the platform is carefully considered and will conduct in-depth and sufficient pre-communication with talents. Therefore, the matching degree and cooperation of the talents are very high.
In addition to the uniqueness of the communication content, Kuaishou Entertainment also guides users to form an interactive and dual-creation atmosphere at the product level.
As early as March 17, Kuaishou launched the #My Sister video call, original works can be jointly divided into 200,000 prizes; Kuaishou also launched the "A Love Letter to Sister" draft campaign, and according to the background big data analysis, recruited an accurate Kuaishou movie group to enhance the popularity of the movie and audience participation.
At the scene of the movie group, one after another warm "brother to sister to read" link, forced the theme of sister and brother affection, and pried the film's word of mouth fermentation in advance. This on-demand screening activity drove 3 hot searches on the whole network.
These interactive products inspire users to express themselves. Many users even discuss a series of derivative topics on Kuaishou, such as "girls get married" and "girls should earn money to support their families".
In addition, Kuaishou has also launched a series of materials such as quick trailers, fast short films, and exclusive tidbits, aiming to use more suitable short video platform materials to build a middle layer of communication between movies and ordinary users. Gather the core of the movie in a way that the average user prefers to understand.
According to the official statistics of Kuaishou, the total playback of the 6 exclusive materials of "My Sister" exceeded 50 million, leveraged 700,000 interactions, and accumulated 4 hot searches, with a single maximum of more than 24 hours.
Finally, the "My Sister" short video marketing also finally led to ticket purchase.
If you look closely, you will find that any video page below the official account of Kuaishou "My Sister", the theme Banner page, and the work collection page have a cat's eye ticket purchase mini program, after the user watches the video, you can click to see, or buy tickets directly, which greatly improves the user conversion rate.
Inside Kuaishou, the user completed the closed loop from "planting grass" to "pulling grass".
All-platform publicity is the "posture" that film marketing should have.
Short video marketing has long become an important factor affecting the box office performance of films, but many filmmakers have suffered in cooperation with short video platforms.
While they seek cooperation from short video platforms and strive for traffic, they are also making difficult choices in the game between platforms.
Among the 7 films in this year's Spring Festival file, 6 films did not choose the strategy of all-platform marketing, but signed exclusive agreements with single platforms. This means that once an exclusive agreement is signed, it is impossible to mobilize official traffic outside the platform. However, under the recommendation of platform algorithms, some films may not be able to get the expected traffic, and it is difficult to really go out of the circle.
Some filmmakers have seen the limitations of single platform publicity. The marketing data of "My Sister" choosing to be on the dual platforms of Kuaishou and Douyin, to a certain extent, has industry reference value - not exclusive, but creates a momentum of national empathy, as well as a greater volume of communication.
In fact, for film producers, it is most important to be able to do maximum exposure on multiple platforms, the interaction of the most content, and better stimulate the emotional resonance of users.
Previous films such as "Eight Hundred", "Calm Wind and Waves", and "King of Bathing" have planned a lot of innovative gameplay in cooperation with Kuaishou. For example, during the "King of Bath", the joint Kuaishou head anchor "Yu Dagongzi" did an online live broadcast for the film, 88888 tickets were limited to ticket purchases, which directly brought 3.55 million + box office revenue to the film, and at the same time, the offline also held a special show with northeastern characteristics of the talent "love and righteousness", online and offline linkage.
This time, coupled with the currently released "My Sister", a series of cases show that Kuaishou's ability in film and television publicity cannot be underestimated.
The relevant person in charge of Kuaishou Entertainment said that in terms of cooperation with the film, Kuaishou will sign a memorandum with the film party to clarify the cooperative relationship and protect the rights and interests of both parties, in addition, Kuaishou will not require and restrict the partner through the agreement, and will not require the film party to choose one of the two.
In terms of online movies, Kuaishou has also shown excellent capabilities. During the Spring Festival, Director Song Xiaobao's "Fortune Diary" had a successful marketing attempt in Kuaishou.
This is also a movie about ordinary people. According to kuaishou's official statistics, Song Xiaobao's live broadcast room sells 400,000 online on-demand coupons, with a total of 19.2 million views, and the highest number of simultaneous online users in the live broadcast room is 1 million+ and the interaction volume is 11.6 million. At the same time, "Fortune Diary" landed on the Kuaishou hot list 19+, won the first place in the Kuaishou film and television list for consecutive days, and the topic "Fortune Diary" was played 2.1 billion.
Under the background of the continuous advancement of anti-monopoly supervision of Internet platforms, different types of films should eventually choose the appropriate short video platform according to their own tonality, and Kuaishou will also become an important marketing position for more and more films.