| Author: Uncle Autumn Leaf | Edit: Tang Yuan
Recently, there is a chicken in China, all of which are on fire abroad, what is going on?
It turned out to be Chengdu, Sichuan, an account called 'and Li Plan', operated by three guys, filmed a series of fashion blockbusters for a native chicken breed in Guizhou - Ujin Chicken, and also opened an account for chickens on ins, attracted a lot of attention, and successfully climbed the first place in the Antarctic fan rankings (you read it correctly, it is the first in Antarctica, which will be explained below). fig
How did three Sichuan guys come up with the idea of making a video for Ujin Chicken?
It turns out that this Ujin chicken as a local specialty product in Pu'an, Guizhou, delicious, in order to ensure the quality of the place of origin, each chicken has an ID card, but the popularity and sales of chickens are not ideal.
In order to increase the popularity of Ujin Chicken, expand sales channels, and help farmers have a better income, the three young men began a fantastic journey to create ugin chicken Internet celebrities.
Now many people want to be red and can't be red, and a chicken is actually red.
Let's talk about this chicken today and see if the marketing thinking of these young men is helpful for us to build a personal brand and promote products.
01
Behind the birth of the net red chicken, it is actually the image redesign
I have repeatedly stressed to you in the book "7 Lessons on Personal Branding": if you want to get out of the circle quickly, there is nothing faster than creating a championship event.
Obviously, these lads are also very clear, so they have their eyes on the position of the first South Pole Internet celebrity on the ins platform.
Why choose the first Internet celebrity in Antarctica?
Because the #1 blogger in the Antarctic region, with only 1.2W followers, is the easiest goal to surpass and achieve on ins.
Taking it down is a big gimmick that can bring a steady stream of traffic. This matter is deeply rooted in the Chinese wisdom of "Tian Ji Horse Racing".
They opened an account on ins, and through virtual positioning, positioned the account as Antarctica.
ins is a picture social networking site, how is a chicken red?
The three young men thought of a good idea, took a group of photos of the Ugin chicken according to the star's gq fashion blockbuster.
Properly take advantage of the marketing!
Image source and stand plan video
In the photo, the Ujin chicken with jewelry and jewelry, full of nobility, quickly attracted the attention of ins users in the later operation.
However, the entire account operation process is not particularly smooth.
They originally wanted to drain the account through the latest reels video feature of ins, but the reels function was not open to all countries, seven or eight accounts were registered, and after a day or two of use, the reels function was disabled.
Or find overseas friends to help register to get it done, and finally only took 1 month of operation to increase the powder by 2w, only to build Ujin Chicken into the first Internet celebrity in Antarctica.
What does this thing mean? - Image, image.
The image of the chicken is good, it is the flow, a person has a good appearance, the image is good, and it is also the flow.
02
Use PPT as a communication medium and detonate the domestic platform for the second time
After building UjinJi into the first Internet celebrity in Antarctica, this has the highlight of the whole network.
The three young men immediately made the entire planning process into a ppt and submitted it to the domestic official media in batches.
See no, others use ppt as a tool, people use ppt as a communication medium, too smart, this is our autumn leaf ppt when the start of the circle of fans ah, did not think that so many years later, by a chicken to learn to use.
Writing here, an advertising slogan jumped out: even chickens are using ppt to do promotion, can you still learn ppt?
The three young men also made a video of the entire planning process and posted it on their own account, and when they released it, they took the initiative to use the official account to do strong reminders.
Because this is a small explosive champion event, and the protagonist is a chicken, interesting and playful chicken, the project is a rural agricultural assistance project vigorously advocated by the state, and many official media are naturally willing to forward and spread.
Finally, through a month or so of fermentation, this matter has more than 20 million views on Weibo.
On Douyin, many accounts also spontaneously promoted likes, and the video of #Guizhou native chicken becoming the first Internet celebrity in Antarctica has also been played more than 5 million times.
After this wave of operation, the three young men successfully opened up the popularity of Ujin Chicken, so that many people in China also learned about Ujin Chicken, and many channel providers took the initiative to contact these three young men to ask how to buy Ujin Chicken.
The three guys also put the whole planning process and the original intention of doing things, private message told Singapore's first anchor Wang Lei, unexpectedly, Wang anchor actually showed great interest in Ujin chicken, and after the epidemic stabilized, maybe Ujin chicken is expected to go abroad.
This is what we said in "Personal Brand 7 Lessons" that the triple wave playing method, once a thing is on fire, we must take advantage of the situation to attract more people's attention, roll the wave bigger and bigger, attract more people to participate in this matter, and take advantage of the situation to go out of the circle.
03
Make good use of new media and new channels to help farmers
This set of processes of the three young men is not complicated down, choose the right platform, do influence events, and repeatedly create waves to spread out of the circle.
But their creativity, execution, sense of purpose, and the original intention of doing this are very rare.
Some time ago, Douyin had a hot topic: I still think that the purpose of our higher education is to help my hometown get rid of poverty, not to get out of poverty.
In fact, it is true that more and more young people are now more and more thoughtful and more responsible. They are all using the new media they are good at and the public likes as a medium to spread their hometowns.
For example, village cadres in Longli, Guizhou, started a short video of rural propaganda of new rap on Douyin.
After the release of the video, it received hundreds of thousands of likes, and was also praised by the state media, saying that such a new form of publicity is worth learning.
This report, Guizhou Longli completely out of the circle, not only led to longli special peppers and prickly pear and other new specialty crops, but also stimulated the development of rural tourism.
Another example is the post-90s Henan boy, who gave up the opportunity to stay in the big city after graduation and changed his hometown with a paintbrush in Douyin.
By painting and releasing vibrato on the wall, it attracted the attention of more than 180w people, built his hometown into an Internet celebrity punch card, and promoted the integrated development of the hometown economy, so that many people can do a little business without going out to work.
There is also He Jiaolong, the county magistrate of Ili in Xinjiang, who became popular through horseback riding videos, filmed videos on Douyin and broadcast live science about the beauty and characteristics of Xinjiang Yili, which directly led to the sales of characteristic horses in his hometown and the development of tourism.
Not to mention Ding Zhen, who spoke for Sichuan Litang after the douyin fire went out of the circle.
So can we also use new media to help revitalize our hometown?
Of course. The country now advocates common prosperity, and such positive energy dissemination events will be strongly supported.
There are already so many success stories that we just need to learn and imitate their routines.
In fact, if you look closely, these case processes are not complicated, similar to the steps of building a personal brand.
The first step is to find your own characteristics first.
What are your local specialties? Good-looking scenery? Delicious food? Someone with a good look? Or maybe it's a craft with heritage.
By the way, the characteristics of personal brands are their own unique memory points, labels are not memory points, characteristics are.
Step 2: Combine the current hot spots and make content that the public likes.
For example, we mentioned above:
Combine new rap to showcase local souvenirs;
Attract attention through wall painting to drive tourism punching;
Show the prairie scenery by horseback riding;
Promote local characteristics through a person with a special character;
Unique products, simple folk customs, pleasant scenery, lost craftsmanship, these things that the public yearns for and cannot be directly touched, can attract attention; there are many agricultural products, emphasizing the advantages of the place of origin, self-production and self-marketing, and promotion through live streaming with goods is also very worth learning.
Step 3: Create an influential event and detonate the spread of the topic
Find a style that is truly suitable for the development of local characteristics, adhere to the output, and after having certain results, take the initiative to provide your own results with the mainstream official media to obtain a new round of exposure.
Continue to output, continue to expose, link more resources, let the topic roll bigger and bigger, bring new traffic and attention, and form a virtuous circle.
However, this is also the same as building a personal brand, it seems simple, but it is really difficult to do.
The difficulty is in how to tap into the characteristics? How to make a disseminated content amplification after mining the features? ——These three young men thought of making this case into ppt, especially good, once the ppt spreads, it can attract others to read deeply, and there are not necessarily many people who watch it, but it can definitely bring customers with high intention to cooperate.
Finally, I praise all of you who are struggling in the frontline of rural revitalization, and I hope that today's content will inspire you.