When Ai Fejieni, one of the top three contestants of "The Rap of China", encountered Baidu's campus recruitment, what kind of opportunity was this?

On the evening of September 9, the final of "The Rap of China" was a blast, with PG ONE and G AI unexpectedly winning the "double championship". Young people who played hip -hop this summer became stars in the hearts of the whole nation. The top three contestant Ai Fejieni sang "Youth Dance" with Hot Dog Zhang Zhenyue at the final. The adapted version of this song is really nice!

Recently I have been paying attention to this cute and slightly chubby boy - Ai Fejieni. He has already attracted countless fans and has a bright future in the entertainment industry. Just before the finals, Baidu's campus recruitment event teamed up with Ai Fegeni to create a theme song "Be Yourself Here".

“Use technology to make the complex world simpler

Whether in the desert or in the shallows, awaken all things and communicate quickly with language

say what summer party

…

Let me open my mind and fill it with creativity

Algorithm unique thinking never idle habit of making strong enemies weak

My attack never slows down.

..."

This work takes advantage of the focus of young people, invites popular contestants, and leverages on popular programs to make campus recruitment activities full of dynamism. In this hot summer, you may not understand Hip-hop, but you must know the spirit of "Be yourself here"!

Why did Baidu's campus recruitment event collaborate with Afegeni from "The Rap of China" to create such a theme song?

First, cleverly leveraging the trend: exploring the value of phenomenal IP

By choosing Ai Fejie Ni, they naturally took advantage of the momentum of "The Rap of China" and released a collaborative theme song during the finals. "The Rap of China" is a phenomenal online variety show in 2017. Its IP value cannot be underestimated. From the current perspective, products endorsed by its contestants and producers are coming one after another.

To sum up the cleverness of this leverage:

1. Choose the right time

Baidu’s campus recruitment event chose to release the music work in collaboration with Ai Fejieni during the finals of “The Rap of China”. Of course, this is the right time for the release. What’s important is that from planning to release, it coincides with the time of its own brand event “Campus Lecture Series”. The timing is very appropriate!

Finals scene

2. Clever combination

The IP combination of "The Rap of China" is very appropriate. There were many music talent shows in 2017, such as "The Voice of China", "The Next Boy", and "The Rap of China". Considering different dimensions such as topicality, attention, and crowd integration, the hip-hop culture conveyed by "The Rap of China" is not just arrogance, excitement, and diss, but also tolerance and love, as well as young people's personality and the attitude of "Be real". It is based on this that Baidu’s campus recruitment activities launched “endorsement songs” for young people, so as to help new graduates establish correct values ​​and career choices.

Baidu Index Comparison

3. Selected Characters

Some people may ask why it is not champions PG ONE and GAI, but Ai Fejieni? Is it not topical enough and lacks communication points? I don’t think this is the original intention of the brand to choose to cooperate with Afegeni. “It doesn’t matter where the destination is. What matters is the storm. Why bother about the result and who wins or loses?” - This is the best attitude to interpret “Be yourself here.” On the other hand, "campus recruitment" is aimed at young people who are looking for jobs and social positions. They need to ignite their passion and dare to think and do! Such a "spokesperson-like figure" interprets how to be yourself through songs and actions, thereby strengthening Ai Fegeni's status as a youth idol in the hearts of young people!

4. Careful content

The thoughtful content of the theme song lies in the integration of cutting-edge technology and Baidu product scenes, from the lyrics to the MV scenes, and the incorporation of hip-hop rap elements, giving the brand communication work itself a sense of technology and fashion. From source code, AI, facial recognition payment, artificial intelligence robot Xiaodu to driverless cars , the combination of "technology + rap" gives this feeling: "The speed of exquisite cross-border development is amazing. Look how smoothly the Apollo driverless car drives. The scenes that cannot be seen through make me excited. I keep fighting on the frontier and cheer up. Inspiration is open sourced every day and night. The rhyme is neat like an AI..." It attracts the attention of young people through the cool sense of technology. Smart interconnection is the future, and this is also the core of content presentation.

Second, change cognition: innovative gameplay triggers social interaction

In terms of traditional "campus recruitment", most companies just go to schools to give presentations and recruit , and there are not many innovative ways to play. This time, Baidu's campus recruitment event launched a new season of campus recruitment theme songs and cooperated with popular IP players. It is not only to increase the freshness of the target population and change the perception of the event itself, but also Baidu's changes from Internet search to artificial intelligence also need to be conveyed in "campus recruitment".

What are the specific points of connection?

1. Young endorsement

The Rap of China, which created the popular buzzword "freestyle" in 2017, is leading the culture of young people through hip-hop. Weibo Micro Index shows that among the people who follow The Rap of China, 34.3% are 19-24 years old, 35.08% are 25-34 years old, and 18% are 12-18 years old. This shows its influence among young people. Through the cooperation of its popular contestants, young people can get to know Baidu and artificial intelligence.

2. Theme communication

When we do brand communication, we usually use a theme to interpret the brand value, so that users can identify with it. "Be yourself here" is the theme of the campus recruitment activity. At the same time, we create a theme song of the same name, using music, especially combined with hip-hop, which is easy to sing and the lyrics are very down-to-earth. Just like the various advertising songs I often see on TV, they are magical, memorable and easy to spread!

What does recruitment have to do with brand marketing ?

After talking so much, many people may think that recruitment is usually the daily work of HR, and campus recruitment is also one of the key strategic actions to reserve talents. So what is the relationship between recruitment and brand marketing ? I think three key points are important:

1. Amplify the corporate philosophy

Excellent companies continuously amplify their vision and core business philosophy through brand marketing. Of course, in the one-on-one or more widespread communication during the recruitment process, their target audience is a user group that recognizes the company's values, which is extremely beneficial for amplifying the company's philosophy.

2. Convey corporate strength

Adding marketing elements to the recruitment process can better amplify the company's strength (amplify, not exaggerate). We usually introduce the company's size, strength, business capabilities, etc. to target candidates.

3. Target talents

Good marketing will enable companies to target talents faster and more accurately. If users see Baidu's campus recruitment ads through different contact points, and if this outstanding student happens to be the AI ​​talent Baidu is looking for, they can be targeted as early as possible. Of course, on the contrary, if you are a step slower, you will miss everything.

"Be yourself here" is actually an interpretation of Baidu's talent concept of "recruiting the best people, giving them the biggest space, looking at the final results, and allowing outstanding talents to stand out." Baidu hopes to awaken the potential of every outstanding talent with "open source" technology, "open" platform and "broad" vision, just as Ai Fegeni sang, "Put your thoughts in the cloud, sail leisurely in the knowledge graph, mix evenly in the interaction of flow and beat, the best of you, why don't you come and challenge it..."

Baidu is calling you, the future is calling you, do you hear it?