After deconstructing BIG IDEA, brands find platform power

At a time when everything is interconnected, especially with various social platforms that link people with content, we have to admit that the marketing environment faced by brands is becoming more and more refined. Each social platform exists independently as an ecological environment that embraces all rivers, and each has a huge user content ecology and data, and has KOLs with different voice levels and different vertical domains cultivated in the platform's own soil.

A diversified and refined marketing environment is a new opportunity for brand marketing, but if you want to seize the opportunity in every field and realize the growth of global influence within the platform, the traditional big idea methodology will be retired, at least, In terms of the rapid transformation of marketing effects, the strategy of a big idea leading the overall view cannot be applied to the current segmented communication field.

So, how should brand marketing be done? After giving up the big idea, what kind of creativity should be used to solve the specific problems at the communication level within the platform?

Perhaps, looking back at the platform itself, a solution can be discovered. Social platforms, especially short video platforms such as Douyin, have great marketing advantages: massive amounts of information and data—accurate capture and comprehensive coverage; a large lineup of “local” KOLs—the main force of content Army, understand the platform, understand the user; the vast and inexhaustible UGC matrix - maintain the activity of the content pool... Therefore, in the face of a natural platform that is very easy to generate spontaneous communication, it is better to leave the near and far, let the creativity adapt to the platform, It is better to create ideas directly around the platform, and use the value of the platform to give the effectiveness of the creativity.

A typical case at present is the first platform-level cross-border marketing launched by vivo.

How did the first platform-level joint
vivo tap the ecological value of Douyin?

Before talking about the cross-border platform, let's take a look at the communication background of this vivo.

The vivo S series with the Z generation as the main target audience still aims to achieve effective communication with young people in the integrated marketing of the new vivo S15 launch. Combined with the core image selling point of the movie’s touching portraits, the main feature of the brand, the important feature of the precise target group that the brand is looking for is that they like to use shooting and recording to satisfy the sense of ritual in life. Therefore, the cross-border alliance between vivo and Douyin, which has already become a national-level platform, has become a matter of course. But here, vivo does not use conventional communication channels, but takes it from Sri Lanka and uses it for Sri Lanka.

Judging from the co-created content of its platform-level cross-border cooperation - "Youth is Not Important" youth micro-movie, the birth of the theme creativity has laid a differentiated tone: vivo uses Douyin's massive youth-oriented content pool, through large-scale The data captures the content and communication scenarios that the target TA pays attention to. From the 30,000 hot search content about youth on the Douyin platform, it is analyzed and insightful that "retaining those unimportant things is the most important thing in my youth". , as the main line of micro-film for content creation.

It is hard to imagine that on the short video platform, the content recommendation mechanism under the big data algorithm originally set a threshold for brand marketing communication - based on the user's interests, it is generally difficult for brand marketing to reach the user's content page. But vivo does the opposite, using the platform's data to drive the brand's content. Every insight and scene in the micro-movie comes from the content that young users are interested in on the platform, which effectively solves the traditional pain point of the brand that is only concerned with self-esteem and cannot touch the audience.

From a brand perspective, using the big data capabilities of the Douyin platform to create ideas around the platform can not only resonate with the audience with customized content, but also a more reassuring choice for brands. Bill Bernbach, an internationally renowned advertising creative guru, once expressed concern about creativity: "Today, everyone is talking about creativity, and frankly, I am afraid that we will make all mistakes in the name of creativity. " Creativity often affects the whole body, so relying on the platform and applying "native" ideas suitable for the platform's marketing link is more practical. This is why big idea is integrated into the Douyin marketing link in this project, and it is not overly apparent. s reason.

As the first brand to cooperate with Douyin platform-level cross-border, in addition to mining platform value in content, vivo also fully considers platform power in terms of main characters. In the "Youth is Not Important" youth micro-movie, Deep-Douyin users can see many familiar characters-Fang Qi Kiki, the head of Douyin's tens of millions of fans, pot cover wer, flat tire strawberry porridge, etc. Undoubtedly, the appearance of micro-movies by top talents on the platform must be the strongest viewing experience for Douyin users, because the works presented by their favorite content and favorite talents are also the interests of Douyin audiences.

As a result, another value of platform power that deserves to be deeply explored has also emerged, that is, the super talent of the platform.

Immersive Marketing of Super Talents as Bridge Construction Platform

Not long ago, the Douyin phenomenon-level superstar, the bottom-ranked hot boy's Wuzhen propaganda blockbuster, once dominated the Douyin hot list for a week.

This is the fourth work of the Spice Boy City propaganda blockbuster series at the bottom. It is also the only commercial cooperation in this series, and it is also the first cooperation between Daren and a brand in the 3C digital industry. In the Wuzhen city promotional video, the hot boy at the bottom naturally applied the vivo S15 to the antique shooting scene, and at the same time also directly presented the image function and imaging effect of the S15 in the form of mobile phone shooting proofs.

On the Douyin platform, we chose the bottom hot boy to co-create, and the brand's intention is very clear. From the perspective of content settings, whether it is in front of the stage or behind the scenes, the shooting of urban blockbusters or the transformation of character images, product functions can be properly placed and reflected, and the urban cultural exchanges revealed in them can also be transferred to brand emotion and In terms of values; from the point of view of the overlap of target user portraits, the fan base of the bottom hot boy also has a sense of beauty and a habit of life records, which is very compatible with the target users of vivo products.

From KOLs such as Fang Qi kiki who participated in the youth micro-movie, to the bottom hot boy who co-created the urban blockbuster, the "local talent" of the Douyin ecology is the right voice for the brand to choose. Just as vivo integrates the new phone into the content scene of Douyin instead of matching the content with the product, vivo is also using the super talents within the platform as a bridge to communicate with users, rather than looking for speakers outside the platform, everything revolves around Platform to customize strategy creativity and content.

Not only in Douyin, but vivo also looks at the content positions gathered by young people of the Z generation, and continues to deepen the brand rejuvenation. For example, at station B, vivo and several popular UP masters at station B, such as Yu Ge and Bao Jiansao, jointly created the "S-Lab Novelty Lab" series, combining the content tone and customized creativity of each UP master. In other dimensions, the product performance and product selling points are naturally presented with interesting native content, allowing users to form a natural product cognition, not only stop at seeing, but more importantly, develop users' interest, which is why vivo S15 Novelty Lab's series of content has been popular at station B for many times, and it has a good performance in terms of word of mouth and volume.

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What is a super voicer? This is the super speaker, who can gather the power of the platform to build a familiar context of the platform, and complete the user dialogue under the premise of understanding the needs of users. Compared with the broad and broad influence of celebrities, the influence of the platform's top talents is focused. Effective communication with users can only be accomplished by finding the right speaker in a specific field.

Increasing the proportion of PGC and reducing the content of BGC is a brand rejuvenation marketing path that vivo is currently pursuing. For example, in the youth series marketing based on Douyin, in addition to the co-creation of platform-level content, vivo launched a topical challenge that fits the theme on the Douyin station, inviting hundreds of colleges and universities, including Shanghai Jiaotong University, to create PUGC content and inspire users in the station to participate in the topic. Content production.

There is also the "Pet Nightlife" series planned for UGC in Station B, which records the unexpected pet nightlife of the owner through the field of interest of cute pets.

In addition, on the IP side, vivo also co-creates IP with the Honor of Kings game that young people are familiar with, amplifies the sound with IP, and directly presents the product's dual-core stable frame performance in game scenes.

Vivo is deeply bound with platform content and talents. On the one hand, in terms of crowd strategy, the closed-loop marketing link from PGC to UGC has been completed, and the super talents in the platform are used to activate users in the platform to achieve global communication within the site; On the other hand, vivo constantly iterates the content of each platform, not only focusing on brand power, but also digging deeper into the power of the platform, building immersive marketing within the platform, penetrating the platform content pool, and efficiently realizing the conversion of products.

Epilogue

The so-called immersive marketing, some scholars have discussed that offline immersive marketing relies on experience and scenes, the environment is "sink", and the interaction is "immersion". It is the same principle when it is translated into the Internet marketing environment. Deeply cultivating the content of the platform is "sinking", and binding the super talent is "immersing". The big idea of the brand is not completely withdrawn, but is like hiding the product in the content of the platform. Big strategies and small ideas are also integrated into the platform's global marketing link.

Young people are so prosperous on various social platforms, and brands targeting Generation Z are chasing after them. The marketing strategy shown by vivo in the first platform-level cross-border alliance this time, said It can be regarded as an industry benchmarking campaign. The brand seems to be decentralizing the right to speak and being dominated by platform power. However, after gathering the power of the platform to penetrate a platform, the brand values have long been rooted in the soil of the platform, and the brand voice is fully covered. Nature is also the trend.

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