Tmall Super Brand Day: A marketing revolution that turns joint marketing into IP

Recently, I was impressed by Tmall’s “coolness” again.

The fluttering snowflakes are falling one by one in the infinite loop of the GIF file. I can't help but want to watch it again and again. It's probably because I haven't seen snow for a long time.

This artistic conception is so cool.

When you see the snowflakes forming the shape of the Tmall logo, you know that Tmall is causing trouble. Looking again, it is a joint marketing campaign between it and Mengniu - "Super Brand Day" .

"Joint marketing" is a hot word in the marketing circle in 2017. Many cases have emerged this year. The most classic one is the #DearXXX,ThankYou# series during Thanksgiving, in which Durex @ many brands.

So many brands gathered on the same day of Thanksgiving and collectively launched the #Thanksgiving# posters. The simple design, thoughtful copywriting , and the back-and-forth racing behavior created a screen-sweeping trend as soon as they were released, and at the same time caused non-related brands to forcibly take advantage of the popularity.

The huge traffic allowed people to see the power of joint marketing. This wave of operations can be described as textbook level.

However, compared with this kind of joint marketing that is initiated at a single point in time, is fleeting and lacks sustainability and scalability, Tmall's "Super Brand Day" has opened up another possibility for joint marketing - IP-based joint marketing.

What is "IP-based joint marketing" ? According to Naodongjun’s observation, Tmall has started to plan “multi-brand joint marketing” since 2015, and has been working hard to build it into a platform.

This platform integrates Tmall's platform advantages, data advantages, traffic advantages, as well as brand reputation, creativity and other advantages, and focuses on creating an exclusive "Carnival" for a specific brand on a specific day, allowing the brand to better give back to and operate its fans.

For any brand, as mentioned above, using Tmall Super Brand Day like Mengniu to complete an efficient online and offline integrated marketing can not only reduce its own operating and promotion costs, but also help improve brand tone and shape brand image.

Below, we will take the more sensational " Starbucks x Tmall Super Brand Day" that has been all over the social media circle recently as an example for analysis.

On December 5, 2017, Howard Schultz and Jack Ma made their simultaneous appearance at Shanghai Xingye Taikoo Li, which first set off a media frenzy, and their photo together soon spread across the Internet.

Behind the two is Starbucks’ second roastery in the world, Roastery, which is known as the “coffee dream factory” . This is Starbucks' first overseas and currently the only roastery in Asia. It is packed with exciting features in terms of decoration, functions and technology, continuing the magic of the previous Starbucks in Seattle. It is the main content source and experience carrier of this "Starbucks X Tmall Super Brand Day" .

To this end, Tmall specially used the AR technology that opened the door to anything during the Double 11 party, allowing Starbucks to use it while the iron is hot: first, when you walk into this store, you only need to open Taobao Mobile and scan it, and you can use the AR function to learn about the production process of Starbucks "from a single coffee bean to a cup of fragrant coffee" , the online menu query function, and every detail design of the store such as the coffee bar and brewing utensils, and even what the Pike Place Market in Seattle looks like.

https://v.qq.com/x/page/n0514n8kz62.html

In addition to the grand opening of the roastery, 3,000 Starbucks stores in mainland China simultaneously organized coffee classrooms to build momentum. At 18:00 on the same day, the homepage of Starbucks Tmall flagship store, together with Taobao , Youku, Yizhibo and other live streaming platforms , also broadcast the opening ceremony of the Shanghai Roastery Workshop globally online.

For Tmall, what it gains is a steady stream of high-quality content. The aggregation of these contents will eventually form the "Tmall Super Brand Day", which is undoubtedly a very valuable brand asset.

Not to mention that all the creative content produced by each company must be strictly marked with the cat head logo according to Tmall's requirements, nor that Tmall will pre-set the creativity of each company, let's talk about how Tmall has accumulated several sub-IPs based on the "Super Brand Day" IP in the past two years.

[Tmall Wonderful Research Institute] Sub-IP

In January 2016, after more than a year of operation, the "Tmall Super Brand Day" IP became increasingly mature. In addition to the regular content of online and offline linkage, Tmall has cooperated with multiple brands to develop a brain-opening incubation platform full of bold attempts and experiments - "Tmall Wonderful Research Institute".

https://v.qq.com/x/page/w03670jsaus.html

The content generated on this platform is no longer conventional advertising TVCs, but rather novel content that crosses the boundaries of art and digitalization. On this platform, Tmall advocates that "Tmall X brand will realize ten thousand possibilities" .

Today, the sub-IP "Tmall Wonderful Research Institute" has accumulated 19 mind-blowing research projects.

Many of them have caused a sensation at one time, and have done a lot of things that have exploded word of mouth by dominating the screen. For example, the sensational "Tmall Super Brand Day x Dyson: Smile for the Aliens" .

There are also impressive high-quality content such as Intel 's "magic inside cross-border magic show" , Beats ' "minuet of Jellyfish Theater" , and Dove 's "Mr. Chalkley's Singing in the Rain" .

[Super Brain Driver] Sub-IP

Having tasted the sweetness of the success of the "Tmall Wonderful Research Institute" column, Tmall immediately upgraded this idea. In March 2017, on the BMW X Tmall Super Brand Day, Tmall and the technology vertical forum Guokr crossed over and jointly founded the "Super Brain Driver" column.

In order to verify the connection between car speed and pleasure, Guokr used a speeding car for an experiment and gave the driver and passengers special helmets to observe brain waves, reflecting emotional changes through the asymmetric data of the left and right frontal areas of the brain.

According to Xiuxun, the person in charge of "Tmall Super Brand Day" , in an interview with Interface, using the "Guokr style" approach to create content can leverage Guokr's channel dissemination advantages and accurately focus on mid- to high-end consumer groups.

If "Wonderful Research Institute" is Tmall's self-made, product-based creative thinking, then "Super Brain Driver" is a true interpretation of the brand from a scientific perspective. For the "Tmall Super Brand Day" IP, it is undoubtedly a very powerful sub-IP supplement.

[Miaoyijian Laboratory] Sub-IP

In addition to starting from the perspective of novelty and professionalism, "Tmall Super Brand Day" also approaches from the user's perspective and established the "Miao Yiyan Laboratory" in 2017.

In this column, which features Tmall's brand pet "cat" as the protagonist and connects various small fresh experiments, the brands participating in the experiments are mainly food, beauty products, light 3C, etc., which target female audiences.

"Cute" and "fresh" are the most notable features that distinguish "Miaoyijian Laboratory" from the "Wonderful Research Institute" that focuses on creativity and production, and the "Super Brain Driver" that focuses on professionalism and imagination. From the perspective of production, this tone setting is also conducive to adopting a lighter production method, and the budget pressure of participating brands can also be reduced a lot.

The creative idea of ​​using a funny and cute real cat as Tmall’s spokesperson has given this sub-IP a unique interest, and cleverly catered to the social hotspot of cats being very popular in the pet market in recent years.

Let’s go back and summarize “Tmall Super Brand Day” : If #ThankYou# initiated by Durex is the currently common “shallow brand joint marketing” with very short effectiveness, then “Super Brand Day” is Tmall’s “super-large-scale and super-deep joint marketing” from a higher perspective, extending the battle line from one day or a week to a year.

In this platform IP with a strong aggregation effect, Tmall will work with participating brands to carry out many interesting and ingenious marketing activities . At the same time, it will concentrate platform traffic to help brands promote their products. In terms of sales conversion , Tmall will also use Alibaba 's data advantages to help brands accurately target and deliver products to the right audience (SocialBeta, 2016.09).

In an in-depth report last September, SocialBeta gave a simple and profound definition of "Tmall Super Brand Day" - it is Tmall's re-development of the strong IP resource of " Double Eleven " : "Tmall Super Brand Day" claims to be "creating a brand-exclusive Double Eleven" for brands, and "a great value shopping day for big brands" for consumers. In fact, all of these statements are empowerment and upgrading of the IP value of "Double Eleven" and the realization of daily implementation, that is, on Tmall, every day is Double Eleven.