Amazon founder Jeff Bezos once said: we never focus on competitors, we only focus on what value can be created for users. In this era of Internet economy with users as the core driving force, mastering users means mastering the initiative. Centering on users thoughts, thoughts and interests, we should seek communication breakthrough points and make a really smart and effective brand marketing.
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
Brand owners who gradually realize the importance of Hongren economy have begun to incline their marketing budget to Hongren investment, which is also the case with resilience. When seeking the cooperation of Redskins, it chooses head KOL Sydney which can match with its target users and brand spirit.
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.
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.
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.
October of the 19th year was the 70th anniversary of the founding of new China. Peoples patriotism was on the rise. Chen Fan took advantage of the situation to continue to convey the concept of patriotic youth to spare no effort. The whole network recruited and invited 200 wave breaking youth to wear the customized t-shirts of patriotic youth of Chinas return force, and watched offline the film I and my motherland as a gift for the 70th anniversary of the founding of new China, and joined Chen Fans Hongren matrix The microblog end participates in the hot topic happy birthday of the motherland to stimulate the patriotic youths desire for self propagation.
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.
The sales volume of the new day of the product has exceeded 100000 pairs. Behind this is not only Chen Fan in content marketing strategy, but also important is to from nothing to have of the depth of grasp.
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.
3. Young creative play, break through the social circle
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.