6 practical cases of marketing and promotion of Bilibili!

Today, the fragmented society has led to a sharp decline in the "popular" groups. Everyone is "non-mainstream", and personalized expressions begin to emerge. When the "non-mainstream" groups become larger and larger and have sufficient voice, the niche will also become mainstream. So we see that Alibaba, Tencent, Xiaomi, etc. have all started to play with Bilibili, which is naturally the treasure land of "youth marketing" recently.

There is a saying in the marketing circle that "one thousand loyal fans can support you for a lifetime." As an entertainment community and video platform with a high concentration of China's young generation, Bilibili is gradually becoming a new focus for brands with the rise of Generation Z (Bilibili once defined Generation Z as a population division in its prospectus, people born between 1990 and 2009, also known as the Network Generation).

Regarding Bilibili’s marketing attitude, many brand owners “want to grab but don’t know where to grab”. They all know that young people are important, but they don’t know how to act most effectively.

For this internal reference, Sutu has conducted long-term tracking, sorting and research. By analyzing the ecological environment, marketing methods and practical cases of the B-station platform, we have determined the possible impact that B-station may have on the industry's brand ecological construction in the future . Based on Sutu's new marketing thinking, we have tried to propose feasible marketing solutions for reference.

1. Analysis of the Marketing Ecological Background of Station B

1. User Profile

1. Digital natives.

2. Amazing stickiness and interactivity.

3. Emphasize self-expression and diverse opinions.

4. Consumption and social interaction are highly integrated.

2. Platform attributes of Station B

1. Circle culture.

2. Strong self-motivation in content creation.

3. Segmentation and precision have become the traffic labels of Bilibili.

4. Have a natural marketing environment.

2. B Station’s brand marketing and promotion methods

During the growth period of China's Generation Z youth, China's GDP climbed to the second place in the world. The economic development has given this generation more opportunities to know and understand the outside world and enjoy more personalized brands. Generation Z is keen on using mobile phones. As more and more Generation Z "play" on Bilibili, Bilibili will become a new touchpoint and new link between Generation Z and brands in the future. Bilibili’s marketing strategy has also become an important lesson for brands.

1. Joint creation of pugv content.

(2) Official website OGV content cooperation

(3) Operation of official brand accounts.

(IV) Promotion by UP hosts at Bilibili.

3. Practical Case Study of Brand Marketing at Station B

"Dingding, I beg for mercy online"

Case background: Previously, due to the impact of the epidemic, the Ministry of Education issued a notice that most schools would not be able to open before March. Many schools have chosen DingTalk as their online course platform. Later, because online classes took up the holiday and DingTalk often froze, the students formed a group to rate DingTalk. The full score is five points. The students joked that they would "pay in installments" five times, one point each time, which directly reduced DingTalk's score from 4.9 to 1.6. The students' series of actions put DingTalk in a very difficult position. If it dropped one point, DingTalk might be removed from the shelves. DingTalk could no longer sit still and started to "beg for mercy" on Weibo, and also pulled in the official Weibo accounts of other business lines to plead together, but the students did not take it seriously and saw that public opinion was getting out of control.

Exposure effect: DingTalk gained more than 500,000 followers on Bilibili (now 1.128 million). As of May 8, the video had been played 24.763 million times on Bilibili, with 131,000 comments and 1.736 million likes. Not only did it become a hot topic on Weibo, it also topped the B station's daily rankings for several consecutive days.

"Battle for the Holy Grail of Takeaway"

Case background: After the outbreak of the epidemic, Meituan’s food delivery business actively responded to the government’s call, insisted on operating, and ensured the continuous supply of people’s livelihood products. Especially in Wuhan, the center of the epidemic, Meituan Delivery has also launched a plan to allow delivery riders to participate in picking orders, helping Wuhan's Zhongbai Warehouse, Zhongbai Supermarket, Zhongshang Pingjia and other supermarkets to resume operations on flash shopping platforms. In early February when the epidemic was at its most severe, nearly 7,000 supermarkets, pharmacies, convenience stores, fruit and vegetable stores and other merchants on Wuhan Meituan's flash shopping platform provided instant delivery services to users.

Exposure effect: The video has been played over 2 million times on Bilibili, and received 273,000 likes. The data is still growing. It is also the most popular content on Meituan’s official Bilibili account.

"Xiaomi 10 Pro & Technology Aesthetics Review"

Case background: In mid-February, the Xiaomi 10 flagship series was officially released. This year's new product launch conference was a little different. Without the crowds of Mi fans, Lei Jun held Xiaomi's first online launch conference in China through live broadcast.

Exposure effect: The evaluation video has been played more than 1.168 million times on Bilibili, with more than 44,000 likes and more than 12,000 comments.

“Tesla settles in Bilibili”

Case background: On December 25, 2019, the media reported that starting from the first quarter of 2020, Bilibili's video streaming service will be connected to all Tesla models worldwide, entering the new entertainment content platform of private cars. This is the first time that Tesla's in-car infotainment center "Tesla Theater" has been equipped with a Chinese streaming application after YouTube, Hulu and Netflix. Tesla joined Bilibili in early 2020 and posted its first update on February 9.

"Yunnan Baiyao Toothpaste & A String of Life"

Case background: In the summer of 2019, the highly acclaimed barbecue food documentary "A String of Life" 2 returned and captured the hearts of many foodies. As a sponsor of a series of alliances, Yunnan Baiyao Toothpaste has a connection with barbecue, hoping to increase its presence among young users and barbecue enthusiasts of Bilibili.

Exposure effect: The second season of A String of Life has a high score of 9.7 on Bilibili, with a cumulative playback volume of over 92.72 million.

"iQOO MONSTER Computer Hole Showdown Event"

Case background: iQOO has been making big moves since its launch. Whether it is launching various versions of iQOO or cross-border confrontation with GTR. In 2019, iQOO even entered the film and television industry and made a science fiction short film for itself and posted it on Bilibili. Subsequently, the "iQOO MONSTER Computer Hole Showdown Event" was launched on Bilibili.

Exposure effect: The number of fans of only four UP hosts exceeds 5.06 million+, and the cumulative number of views of Gu Amo UP's secondary creations based on this material alone has reached 313,000.

4. Sutu’s Guide to Avoiding Pitfalls in Marketing at Station B

1. Have awareness of circles.

(2) Brands with content attributes are suitable for entering Bilibili.

(3) Integrate into the “meme” culture.

(IV) The more fans a UP host has, the better.

(V) The launch takes a long time, so it is recommended that professional institutions do professional work.

(6) Be able to withstand the “rough wind”.

5. Sootu’s solution for marketing at Station B

In the red ocean of brands competing for existing shares, the role of young people is indispensable if you want to seize market growth. As the saying goes, "He who wins the young people wins the world, and he who wins Bilibili wins the young people." Bilibili opens a window for many brands to deeply reach the young user group. As a brand ecological service provider of new media and new technology, Sutu has always focused on the leading practice and forward-looking research in the marketing industry. With the help of its powerful new media resources and marketing closed-loop advantages, it provides enterprises with comprehensive intelligent marketing solutions. Below we share several of Sutu’s more representative solutions for marketing at Bilibili, in the hope of embracing Generation Z together with the industry and customers.

Author: Speed ​​Insider

Source: Sutu Insider