In his book Swipe Screens– The Law of The Madness of the Video Age, author Kevin Aloka mentions the three elements that make viral videos: engagement, wonder, and catalyst. On these three points, I scored 75, 85 and 99 points for Lying Win.
Author | Duan Chuanmin (Strategic Marketing Observer)
Yes, we are in the age of video. One day, someone like me who is focused on writing may have to retire early. The point is that each of my manuscripts is still so long that it takes energy to read, so retirement may be much earlier.
Jun doesn't see many people, and you can brush it for hours with your mobile phone. Those short videos can be so appealing to you without any stress – unconsciously, time flows through happiness.
This is the "trend".
Marketers are mostly in trend. Because where the consumer is, the marketer's eyes will be there; what the consumer likes to see, the marketer will do what he likes. People like Jobs who are super-self but have superpowers are rare in the world after all.
For nearly two years, I've been selling a mindset: social marketing based on short videos. Of course, if possible, add a key word – community.
From a marketing point of view, short videos are equivalent to blockbuster products, communities are equivalent to channels, and socialization is equivalent to extensive user participation. Therefore, social marketing based on short videos is to create a hit of communication, that is, to create word-of-mouth communication - you can call it viral transmission.
The more outstanding in China are "What is Page" in 2019 and "After the Wave" in 2020.
In fact, in the corporate world, Yao Jiqing can be regarded as a senior "player" in this regard.
In 2012, shortly after becoming president of Mousse, he planned a micro-film of "Bed Relationship". At that time, it was not called short videos, called "advertising movies" or "micro movies"; at that time, smartphones and WeChat were not yet popular; at that time, 4G had not yet been launched, so audiences could only watch on computers.
Directed by Zhang Yuan and starring Wang Xiaoshan, Shen Teng, Li Xinyun and others (note that Shen Teng at that time was far less famous than it is now), it is said to cost about two or three million. A newly appointed president has such a big hand in terms of branding, and it is estimated that only this one named Yao Jiqing dares to do it. It is said that this move also accidentally opened a precedent for "network New Year blockbusters".
According to media reports, since its release in mid-December 2012, "Bed Relationship" has exceeded 50 million online hits in three weeks, and has quickly climbed to the first place in the viewing rankings of Youku, 56 and iQiyi, sensationalizing the industry. Later, the cumulative number of plays was nearly 200 million. If WeChat and 5G were as popular as they are today, it would definitely be considered a hit, not inferior to "What is Page" and "After the Wave". Later, Mousse launched "Bed Relationship" 2 and 3, both of which are excellent and benchmark.
Now, with 2021 in mind, Yao Jiqing's interest in video marketing remains strong. No, on March 21, the "World Sleep Day", they joined hands with the Chinese Sleep Research Association and the (old) mother choir led by Yi Nengjing's mother-in-law Zhang Hong to jointly release the public welfare mv song "Life will lie to win" (hereinafter referred to as "Lying to Win"). As soon as this music mv was launched, it triggered public discussion with its "lying win", "magic" and various strong contrasts. The self-media trumpet New World Phase commented that this song is "the strongest in history #Mommy Persuasion to Sleep#" and "Hardcore Lullaby", and gq uses the "adapted version of the magic lullaby" to call this song - more and more sleep persuasion 10w+ articles spread in the circle of friends.
Compared with the "Bed" series of stars and content-oriented routes, "Lying To Win" has a lot less star elements, and the content planning is more skillful, showing that its ability to control viral videos is becoming more and more skilled.
The so-called blockbuster must start from the origin. The origin of the enterprise is the product; the origin of the video is of course the content itself. So what's so exciting about "Lying Down to Win"?
In my opinion, 1. The use of musical expression is more intimate, penetrating and infectious than the simple oratorical preaching of "After the Wave". 2. Let Yi Nengjing's mother-in-law and other "old" mothers appear, full of topical sense; 3. The content of the lyrics vividly interprets "lying to win": sleep, sleep, Stay up until the early hours of the morning and don't sleep, the appearance of the old ten years old; dreaming of losing weight, staying up late to be obese is twice as high; the moon sleeps you don't sleep, sleep late heart rate triples ... 4. The form of the song is freestyle-style rapping, which is "quite young"; 5. Directly adapt the world famous song "Lullaby", which has the taste of the moment, can't help but repeat it again, and can't help but like and forward.
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There is a strong sense of contrast: the rapping of "Lullaby"; the "old" mothers continue to sing to adult children; a group of mothers sing (only one in childhood), like the rhythm of forming a "mother-girl group"; the lyrics are the adultization and humor of lullabies...
Japanese gold medal showman Hiroki Takahashi mentioned in his book "Good Video Catches People's Hearts in a Second" that one of the first principles is "it is good to go all in the opposite direction", that is, to fundamentally overthrow the "inherent thinking" and do "something new that absolutely no one has ever seen".
Just like a storm, strong contrasts produce flows, and the greater the contrast, the stronger the sense of wonder, the stronger the desire people to share, and the greater the flow.
According to our ancestors, it is to win with "odd".
However, Mousse clearly thinks more about this. On the one hand, it attaches great importance to the sense of participation: for example, in addition to Yi Nengjing's mother-in-law and Yang Di's mother, it also invited 30 ordinary mothers to sing together, that is, it is looking forward to creating a "mother" empathy and triggering the psychological participation of the public; on the other hand, it also has a strong flow thinking: Yi Nengjing's mother-in-law, Ms. Zhang Hong, participated in "Mother-in-law and Mother- and Mother-in-law" with her son Qin Hao and daughter-in-law last year, which is impressive, and has become an Internet celebrity mother-in-law, plus the traffic blessing of daughter-in-law and son, which should not be underestimated. Borrowing the classic "Lullaby" and the launch of World Sleep Day, it is obvious that the traffic brought is extraordinary. In fact, after the video was launched, Yi Nengjing, Qin Hao, Yang Di and others were obviously rapidly forwarded, forming an extremely important catalyst for viral videos.
In his book Swipe Screens– The Law of The Madness of the Video Age, author Kevin Aloka mentions the three elements that make viral videos: engagement, wonder, and catalyst. On these three points, I scored 75, 85 and 99 points for Lying Win. Although it is not very prominent in the indicator of participation, its excellent performance in the indicator of "catalyst" makes it a hit overall.
Why did the catalyst get such a high score? Is it that perfect?
In fact, it completely reached 100 points or more. This is not an exaggeration.
First of all, if an enterprise dares to invest in promotion, the catalyst it obtains is greater than that of ordinary personal or public welfare videos. On the basis of careful planning and creativity, Mousse never hesitates to invest a lot of money in brand promotion. Therefore, it can get a large number of kols of recommendation and forwarding, through the drive of these kols will increase the exposure of the video, and then continue to ferment in a larger traffic pool, causing more attention and comments.
What is particularly mentioned here is that Mousse is one of the most important enterprises in the brand investment of pan-home and even Chinese enterprises, and the high-end brand image it has created is becoming more and more popular.
Secondly, the community of tens of thousands of employees of Mousse has also become a source of huge traffic. With Mousse's super execution, at this key node, we will definitely use the strength of all employees to carry out marketing. In 2020, it used this community force in a live broadcast to obtain 100,000 customer orders online without inviting internet celebrity anchors and borrowing online platform traffic.
Third, Mousse is good at playing the marketing combination fist. Its marketing communications are integrated, integrated, not siloed. For example, around the 321 World Sleep Day activities, Mousse carried out such a series of activities: From March 11 to 12, Mousse held a live broadcast of "Lying Win 2021", which invited Tong Liya, the goddess of literature and art, and Zeng Chunlei, the world champion of the women's volleyball team, to help, and obtained more than 8.5 million views, more than 5 million people watching online at the same time, and the total number of orders exceeded 100,000.
On March 18th, the 2021 World Sleep Day China Theme Conference and large-scale science popularization launch activity was held, and the China Sleep Research Association and Mousse Bedding unveiled the Chinese theme of this year's World Sleep Day; on the same day, Huang Zhili, chairman of the China Sleep Research Association, and Yao Jiqing, president of Mousse, were invited to be guests of the People's Network.
It has formed a strategic partnership with the World Sleep Association and will carry out a number of academic cooperation in the field of sleep in the future. As soon as the "2021 Exercise and Sleep White Paper" was released before March 21, the topic of #More than 300 million people in China with sleep disorders rushed to Weibo hot search, triggering 790 million people to watch...
The huge flow formed by these combinations in turn boosted the popularity of "Lying To Win". In the end, the discussion heat brought by these waves of online topics was diverted into The marketing action of Mousse, which promoted the continuous transformation of communication into marketing behavior.
Some people say that in the era of mobile Internet, integrated marketing communication has failed, and the era of full-link marketing has come. In fact, in the coming paragraph, the latter is a new word created by Internet companies to promote themselves, in order to create a corresponding statement for their own precision marketing (e-commerce). In fact, we should not rush to negate or change some theories, from the practice of Mousse we can see that the effectiveness of integrated marketing communication is still very powerful; although enterprises want to turn huge traffic to marketing, but in this process of brand operation is still very important.
From this point of view, the unity of product and effect is of course the direction of future pursuit, but there is a huge directional difference between product (brand) and (sales) effect - brand up, sales down. The brand department still has to maintain considerable independence and can make a lot of difference in the psychological cognitive space battle.
As for what I said about "video-based social marketing", the main result is also how to link up with more marketing, reflecting the systematic, holistic and campaign thinking of enterprise marketing. Communication is not only a matter for the brand promotion department, it is closely related to marketing; communication must concentrate creativity, traffic and various marketing actions to become a large army "annihilation war" that concentrates on development; creativity should be linked with communication, communication should be linked with marketing, and offline should be linked with offline, so that a campaign is not static, isolated, and may even be ineffective.
In these respects, Mousse is already an expert. The 2021 "Battle of 321" is just its latest show. What is valuable is that in the past ten years, it has not only maintained the original intention of innovation, but also continuously iterated and optimized methods and approaches. This is the reason why Mousse's brand marketing has always been attractive.
Coaching Consultant – The Way to Multiply Performance
Duan Chuanmin, a strategic marketing expert and researcher spanning the three circles of enterprises, professions and media, is known as "the research school in practice, the practical school in research", and has long served as a strategic marketing and development consultant for many enterprises.
Advocate the "coaching consultant - the way to multiply performance", through the five steps of "setting the direction, building the team, finding the way, allocating resources, and grasping the landing", focusing on the three modules of "orientation, implementation and integration", taking the results as the guide, assisting enterprises to achieve the goal of rapid growth of performance.