Users thinking and emotional resonance of young groups
In the era of surging waves, z-era, as Internet aborigines, are more willing to use Internet cable to connect with others and transmit their needs. They are a group of people with multi-dimensional, emotional and value driven, and more complete individuals with independent thoughts and spirit.
Chen fan, who has been riding the wind on the Internet, has had a deep insight into the users of Z era in the past 10 years since stepping into the field of red man economy and co founded with fans. It is found that they have witnessed the rise of China and its position in the forefront of the world economy. Compared with the previous generation, chen fan shows a stronger sense of national pride. In their eyes, domestic brands are no worse than foreign brands, and Guochao is more attractive.
Based on this user psychology, chenfan and guomingchao brand launched this cooperation, with the theme of patriotic youth go all out to build a young content ecology, help brand innovation products and generate emotional connection with users, and seize the wisdom of generation Z users.
1. Brand feature film: the content strikes peoples heart directly and gains fans emotional recognition
In the era of content as the king, how to tell a good story, hit people directly with powerful content, and let the audience accept the brand more naturally has become an important point of investigation for brand owners to seek cooperation.
Chen fan, backed by Hongren gene, is good at creating high-quality content to attract users attention. Among the 270 million fans served by chenfan, more than 80% of them are female users. In this cooperation with Huili, chenfan focuses on womens life state of struggling, pursuing dreams and self with a feature film, and deduces the meaning of go all out from different angles with three stories. No matter what we can do our best, we can only do our best and the biggest shortcut in life is to go all out after recognizing that there is no shortcut. The extremely slogans of swiping the screen words go through the limitation of time and space, becoming the common memory of the audience in front of the screen, and stimulating the emotional chorus of female users. In terms of communication, the brand spirit of go all out is transmitted with the help of womens KOL large multi platform, which leads to users self-examination and heated discussion on the current state.
2. Match the celebrity with the brand spirit to realize the mental occupation of fans
Different from other MCN agencies that distribute through a single channel, chenfan makes full use of Sydneys own characteristics, which is in line with the core and tonality of Huili brand. This co branding cooperation is based on the implication of Huili brand Huitianzhili, which is based on the homophonic combination of force and pear to jointly create the go all out series.
Go all out is the synonym of Sydney. In the eyes of fans, Sydney has the image of do what you want to do. From the creation of its own fashion brand chin to the establishment of chenfan, every fan has seen Sydneys perseverance spirit in the past 10 years and encouraged the fans to move forward towards their goals.
With the help of head fashion media fashion bazaar, the experience of female entrepreneurs in Sydney is taken as the main line to convey the brand spirit of go all out once the article is published, the reading volume will exceed 10W.
3. Take advantage of hot topics to strengthen user experience
Good marketing originates from the accurate insight into the psychology of the audience, while the high-quality experience is the lever to enhance the brands good impression and pry the users to buy. When it comes to good content marketing, it is inevitable to borrow from the hot spots.
Products to create a closed loop, close communication with users
Brand marketing expert Liang Ning once said: your product is always the best tool for you to communicate with users.
In this cooperation with Huili, chen fans own brand chin and Huili warrior jointly create exclusive co branded products to externalize the brand spirit. On the basis of the classic basketball shoes, warrior is printed on the laces and heel, which emphasizes the Brand Co name of resilience. The word go all out is designed on the sole of the shoe, which echoes with the word warrior. We hope that all people can go all out like the warrior. The color matching inspiration of blue x orange x Beige comes from American retro classic color matching, this years most popular Avocado Green X light grey, Chinese red x Beige classic return color, black x white classic Foundation The 90 year old brand Huili radiates a brand-new fashion image.
On the new day, the sales volume exceeded 100000 pairs. What is behind this is not only Chen Fans strategy in content marketing, but also the in-depth grasp of products from scratch.
2. The content e-commerce mode with red man as the core helps to create popular funds
Chen fan as MCN is not a single net red mechanism. Relying on the Hongren gene, chenfan has incubated 30 + independent brands in the past 10 years, and has built a full business chain involving supply chain, marketing end and service line. In this cooperation with Huili, chenfan is driven by the flow of Sydney, which has more than 30 million fans in the whole network. With the help of fans high recognition and stickiness to Sydney, in the supply chain, operation and product sales, the content is used as the carrier media to open up the social platform and e-commerce platform to realize the flow realization.
It is worth mentioning that the process of product co creation between Chin u2715 warrior co branded series products and users is also an unprecedented experience for resilience. In the product design to proofing stage, Sydney will continue to show fans the product details and matching suggestions through various forms of graphics, video and live broadcast, so as to deeply plant grass. In the comments, fans will also put forward opinions and feedback according to the grass planting information, and make timely adjustments to the product design after collecting the users needs, so as to better assist in the creation of popular products.
3. Young creative play, break through the social circle
In the process of marketing co branded shoes, chen fan planned a theme named patriotic youth trend and entered one of the worlds top fashion epochs, yohood fashion show, and made its debut offline. In addition, at the Taobao creation Festival, which is a group of interesting and fun loving young users, chen fan invited 90 year old Huili and 90 year old Popeye to participate in the exhibition in the name of Chin brand. Through the device design of highly sensory art, it can attract the audience accurately, provide users with product experience scenes, and punch in and drain the exhibition booths through its red men, so as to form a new product Social fission communication.
When the co branded products are officially launched, searching for go all out in Taobao Search box will jump out of Sydney customized video call pop-up window. Click the pop-up window and finally jump to the product page to complete the harvest closed-loop of e-commerce platform. In the way of younger and stronger experience, users have a stronger consumption experience, achieving the target of 200%. The sales of Taobao shoes ranked first in the sales of single product link on that day.
Looking at the future marketing development trend, all good ideas permeate peoples mind and match business logic to bring business value beyond expectation for brand owners. In the marketing circle of 4A company, which holds high the creativity, MCN, represented by Chen fan, was born, holding creativity and commerce with both hands, so that brand owners can see the broader side of brand marketing. Source: editor in charge of mass news: Chen Tiqiang_ NB6485
Looking at the future marketing development trend, all good ideas permeate peoples mind and match business logic to bring business value beyond expectation for brand owners. In the marketing circle of 4A company, which holds high the creativity, MCN, represented by Chen fan, was born, holding creativity and commerce with both hands, so that brand owners can see the broader side of brand marketing.