How to plan a marketing event with zero budget and that goes viral? !

As a marketing dog, you must have the moment when you want to "play dead" at midnight——

Of course, life is not just about “playing dead”, there is also “colorful black” and “0-cost hot-selling products” !

However, what I want to tell you today is that it’s not the boss who is stupid, it’s you!

How come you can’t make a hit product with 0 cost? (I feel like Bangmei is going to be beaten to death ==)

The following are some marketing events that cost nothing but went viral :

1. 0 cost, over 10 million PV!

There is a saying "Late at night, a male colleague asked me if I slept..."

The ultimate move: dramatic plot + voyeuristic satisfaction + nosebleed title + super trendy emojis & copywriting + zero entry threshold

Last Friday night, an H5 titled "Late at night, a male colleague asked me if I had slept..." dominated the WeChat Moments . You know, that night the entertainment industry was hit by two explosive news: Xue Zhiqian issued a statement and Li Chen proposed to Fan Bingbing.

But this H5 still dominated the screen despite the heavy siege. According to the head of Youdao's marketing department, the PV (page views) of this H5 has exceeded 10 million so far, and the specific number is still rising.

( Scan the QR code to experience)

From the "Explanation on Youdao Translator Drama H5" released by Youdao's Marketing Department, Bangmei discovered that the cost of such a hit H5 is actually 0!

In fact, the secret of this H5's screen-sweeping effect is not complicated:

1. The creativity captures the essence of “everyone is a drama queen”

Many young people today are possessed by a spirit of drama. "GQ Lab" once published an article "Everyone is a master of adding drama", and the richness of the inner world of each actor is probably as follows~

There are too many emoticons about drama queens on the Internet to count~

"Drama Queen" has become a meme that makes young people smile knowingly. "Late at night, a male colleague asked me if I was asleep..." This drama hits the mark of everyone's love of acting and adding drama . It starts with triggering the "click to act" button and directly enters the WeChat chat scene that everyone is very familiar with, unfolding various magical plot twists.

Not only that, the audience also used their imagination to write a sequel to this H5:

2. User experience satisfies the voyeuristic psychology of straight men

How complicated and tangled can the inner thoughts of older women be? What secret is hidden behind the “typing” that always appears on the screen when chatting with them? How do they maintain the awkward yet polite relationship between them and their fake sisters?

These are probably what many straight men want to spy on. This H5 "strips off" the "underwear" of young women by recording WeChat chats.

3. A title that makes people think

Obviously, "Late at night, a male colleague asked me if I was asleep..." is a title that people can't help but click on, because it creates a very ambiguous chat scene, which will inevitably arouse the curiosity of lonely men and women who want to be flirted with late at night in the city.

4. Very in-trend copywriting and emoticons

From the comments of netizens, we can also find that many people shouted " I really want the emoticon package in H5 ". Among the young people who don’t chat without emoticons, popular emoticons can make their presence felt.

Moreover, the copy used in H5 is also in line with the current young people's interests. For example, the name of the group is “Balabala Plastic Sisters”, and the girl’s sentence “I want to take a shower”!

5. 0 participation threshold

The entire H5 is in the form of screen recording. Users only need to click the trigger button to watch the exciting short video to the end. Although it seems to lack interactivity, its simplicity allows everyone to participate with zero barriers.

2. Cost of 58 yuan, over 26 million PVs!

iQiyi Bubble’s Qixi Festival plan "Take It! Straight Man

The ultimate skill: Seizing the "straight man" theme + controversial topic marketing + strong interactive design

Not long ago on the Chinese Valentine’s Day, iQiyi Bubble produced the H5 "Take It! Straight Man" was all over the WeChat Moments. According to an interview with the omnipotent uncle on iQiyi's Bubble Community, this H5 was completed by three girls on trial, and as of the Chinese Valentine's Day, the PV exceeded 26.46 million.

The cost of such a popular H5 is 58 yuan! (Two members sent red packets of 28 yuan and 38 yuan respectively to ask for sharing)

(Scan the QR code to experience)

Why can a cost of 58 yuan create a screen-sweeping marketing case with 20 million PVs? The secret is probably as follows:

1. Grasp the "straight man" stalk

This H5 is very targeted at straight men. Although it is meant as a joke, "straight men" is indeed a hot topic on social networks recently.

There are many "drink more hot water" memes that are inspired by complaints about straight men. The recent discussion on the straight male virginity complex sparked by Ode to Joy 2 also proves once again that the heart-piercing "straight male marketing" can always hit the G-spot.

"Take that!" From the title to the question design, the story is clearly aimed at straight men and has sparked a discussion about "troublemaking women". It can be said that this is an ingenious question that both boys and girls have something to say.

2. Controversial Topic Marketing

In "Take That!" After the news of "Straight Man" was released, it quickly aroused the disgust of many netizens. For example, when a girl is furious, she can’t help but mention lipstick every other sentence; even if a boy does something wrong, he seems to be forgiven as long as he “empties” the shopping cart.

We-media personality Reslin wrote an article specifically to refute the criticism: "It seems that all women are very pretentious, they all say one thing and mean another, they are all unreasonable, just like delicate little animals that are well-fed, waiting for the keepers to feed them red envelopes, flowers, lipstick or luxury goods during every festival to satisfy them."

The more controversial a topic is, the more likely it is to be spread widely. After the voices of disgust appeared, there were also comments saying “don’t take it too seriously”. As one Zhihu netizen mentioned: "This is just a fun question for the Chinese Valentine's Day. Just treat it with a humorous and relaxed attitude. If you take it too seriously, you will lose."

It can be said that "Take that!" "Straight Man" became popular amid controversy.

3. Interactive answering enhances participation

Unlike "Late at night, a male colleague asked me if I had slept...", "Take it! "Straight Man" is designed with strong interactive elements. By using a highly interactive method such as answering questions, users’ sense of participation and desire to share are enhanced.

3. Scroll through the screen at 0 cost!

Didi Hitch "This article has 0 words"

The ultimate skill: innovative form + emotional marketing + creating suspense

Late in the night of July 4 this year, an article titled "This article has 0 words" from Didi Hitch went viral on WeChat Moments and quickly soared to over 100,000 words. Corresponding to the word count being 0, the cost is also 0.

In a subsequent tweet, the editor of Didi Hitch revealed how the idea came about:

"How did you come up with that?"

 

"I just thought of it suddenly."

However, Bangmei still dismantled the routine behind it:

1. Form innovation: acrostic poem + music

As the title of the article says, “This article has 0 words,” this popular article about Didi Hitch does not contain a single word in the entire article, but a set of playlists.

The innovative form of " acrostic poem + music " creates a great visual impact and subverts everyone's traditional perception of the WeChat tweet format.

"Awesome" and "So creative" are the general opinions of netizens.

2. Emotional Marketing

These song titles together form a heartfelt and emotional confession letter.

Emotional comfort is a timeless need of human beings. As Xinbang reported yesterday, "Behind the 50 million+ read hot article, the 90s editor has only been running a WeChat public account for more than a year | Xinbang exclusive interview", the WeChat big account "Visual Journal" recently published a 50 million+ read hot article "Thank you for loving me. ” went viral on social networks because it touched upon the common emotions and love of all mankind.

At the same time, as at the end of the entire acrostic poem "This article has 0 words", "Don't you know now that hitchhiking is your best choice", the brand exposure is also naturally wrapped in it.

3. Create suspense

The title "This article has 0 words" is also very clever, it creates a sense of suspense. It is this sense of suspense that arouses everyone's desire to click.

Finally, it’s time for Bangmei to pay attention to the blackboard!

To summarize the above zero-cost screen-sweeping marketing cases, although the methods are different, they all rely on leveraging trends (stalks), creativity, and psychological tactics .

"Late at night, a male colleague asked me if I had slept..." borrowed the "drama queen" plot and "Take that!" The title of the video "Straight Man" borrows the "straight man" meme... They were already popular words on social networks long before H5 came out, and H5 just took advantage of the trend and became a "flying pig".

The first two screen-sweeping marketing cases are inseparable from content innovation , while "This article has 0 words" uses form innovation .

The use of psychological warfare is also a must-have in screen-sweeping marketing. "Late at night, a male colleague asked me if I had slept..." applies people's curiosity; "Take it! "Straight Men" takes advantage of girls' "grudges" against straight men and boys' "complaints" against coquettish women; "This article has 0 words" also arouses people's curiosity well and uses a gentle "emotional" attack.

Of course, although the above examples are all zero-cost screen-sweeping cases, we must admit that although social networks empower creative content with greater value and make "zero-cost blockbuster marketing" possible, the probability of a blockbuster is still one in a thousand.

However, at least mastering these methods will bring us closer to screen swiping. As Mr. Lao Bo, CEO of AdChina, said:

“Assuming there is a case where a very explosive idea is created with a very small budget, the most important part is the content, that is, the explosiveness and influence of the creativity . In this case, the creativity must have very strong explosive power.

Second, the content should have the potential to induce the general public to want to interact , which requires insight into the psychology of the general public.

Third, particularly vertical categories may also trigger explosion points, which will test whether you understand the industry well enough. But without the help of the media, this possibility is still very small. ”