Are NetEase’s 2017 H5s that went viral thoughtful enough?

From NetEase Cloud Music’s “Metro Music” screen-sweeping campaign to the recent “2018 Zen Sound Keywords ” H5, I just want to say that NetEase is actually an advertising company.

Today, let’s review NetEase’s H5s that went viral in 2017 and summarize the common features of NetEase’s H5s that went viral .

01 Calabash Brothers ruins childhood

Keywords: Ding Sanshi, Calabash Brothers, Ghost Animal

This is an H5 created by NetEase to promote A Chinese Ghost Story , with the purpose of promoting the new gameplay of the mobile game Calabash Brothers. The film uses Calabash Brothers and NetEase boss Ding Lei as the two main characters, and uses imagination to develop the story of "Calabash Brothers vs. Ding Sanshi".

The entire H5 can be said to be full of magic, and it tickled the funny bones of many people. Most of the forwarded comments in the circle of friends were concentrated on "Hahaha" and "Ding Sanshi is going to be ruined."

The characteristics of H5 can be summarized as follows: the boss's self-deprecating entertainment is very eye-catching, the classic IP of Calabash Brothers is cleverly used to ruin childhood, and the title of the circle of friends " The NetEase building was smashed by seven men last night, and Ding Lei was in a stable mood" is very eye-catching.

In terms of technical analysis, one video was used throughout the entire process. The storyline was advanced, the video was paused several times, and interactive effects were added, such as sliding, clicking, and long pressing, to increase user participation.

02 This is the childhood that adults dare not open

Keywords: Children's Day, animation, feelings

On Children’s Day , NetEase brought back a wave of nostalgia for everyone. The H5 "This is the childhood that adults dare not open" released by NetEase Dada received 1.5 million unique user visits in 3 hours.

The beginning was amazing. The sentence " My childhood is a memory that will never end " touched the tears of many people.

H5 adopts a black and white comic design style and selects 5 classic comics, Slam Dunk, Detective Conan, Doraemon , Naruto, and Sailor Moon, along with classic anime lines and mysterious anime BGM, which resonates with everyone.

03 Find the mobile phone you used 10 years ago

Keywords: mobile phone, poster

On September 13, the day when Apple released its new ten-year anniversary phone, NetEase Yanxuan launched the screen-sweeping H5 titled "Find the phone you used ten years ago", which attracted many people to post photos of the phones they used ten years ago.

This H5 touched the hearts and emotions of many people. The Nokia , Motorola and other mobile phones used in those years were all good phones, but now they are no longer popular, which caused many people to sigh.

The operation process of h5 is also extremely simple. You only need to select the mobile phone brand - select the model - generate the poster - long press to save it to the album and then you can share the poster.

In fact, Xiaomi had already used this idea in 2011. At that time, Xiaomi launched an activity called "I am addicted to mobile phones" on Weibo, allowing users to show off which mobile phones they have used so far and sort out their own gaming experiences.

One million people participated in a short period of time, and the event took Weibo by storm. From Weibo to Moments, by changing the scene and slightly modifying the creativity, it also became a hit. So, it’s not about how old a joke is, but how useful it is .

04 Unlock your Ode to Joy character

Keywords: answer questions, Ode to Joy

This is a question-and-answer H5 based on a popular TV series. Users only need to answer 6 questions to determine the similarity of your character in "Ode to Joy".

As for why this H5 is so popular, the reasons may be as follows. The five beauties in Ode to Joy have different personalities, and their vivid characters have attracted many urban youths, especially female users .

However, human nature always yearns for beautiful things. After many users passed the interesting test and saw that they possessed the five beauties in Ode to Joy, they must have felt joy and surprise deep in their hearts and could not help but share it with their friends.

In setting the test questions, NetEase also selected some difficult problems that are often encountered in life, and added magical illustrations and sound effects to make the answering experience more interesting.

05 Half a month into the job, NetEase Dad made me question my life

Keywords: prank, pig you

On the eve of Black Friday, NetEase's H5 titled "On the first day of work, NetEase Dad taught me how to be a good person" told the story of a new employee in the workplace. Within three days, the H5 received over 5 million hits and brought nearly 20 million global readings on Weibo.

On Double 12, NetEase’s creative team released the sequel to the onboarding H5 titled “Half a Month into the Job, NetEase Dad Made Me Question My Life”, which went viral on WeChat Moments .

Zhu Niya, who had been working for half a month, started to have wild thoughts because of his boss's question "What kind of gifts do girls usually want?". He became a dramatic person and took the initiative to complete a job with a lot of imagination. Then a series of interesting and funny things happened.

NetEase Kaola's target audience is mostly white-collar workers in first- and second-tier cities, especially working women. This H5 is centered around the image of "Zhu Niya", a rookie in the workplace. The drama-loving mentality and experiences of a rookie in the workplace described are all feelings that every working person has experienced and are easy to resonate with.

With its down-to-earth and self-deprecating style, coupled with its lively and interesting content, H5 has successfully captured the hearts of many young audiences. The launch of the sequel is likely to turn the story of "Pig You" into a TV series that continues to dominate the screen.

06 The journey of finding dreams

Keywords: dream, playlist

"The Journey in Search of Dreams" is probably the most heartfelt H5 this year, which has aroused many people's emotions about dreams and pursuits.

H5 belongs to the text animation category, and its biggest feature is the excellent interactive dynamics, which allows everyone to have an immersive experience. You can interact with users by long pressing anywhere on the screen to walk forward, or tapping the screen to jump forward, and control the text "you" to start a "journey to find your dreams."

During the journey, you will encounter many touching words, such as dreams, growth, loneliness, hard work, etc. These are the life scenes that people must go through in pursuit of their dreams, and finally reach the end of their dreams.

The case ends with the slogan "While waiting for your dreams, you can find music to accompany you", which is very touching.

07 Keywords of Zen Sound in 2018

Keywords: Zen sound, Buddhism

NetEase Cloud Music is not following the beaten path. At the end of the year, they held a true Buddhist concert in the famous Buddhist temple Xiangji Temple in Hangzhou, and released a Zen-themed H5 to warm up for the event.

H5 is extremely easy to operate. Just touch the wind chime and you can generate your own 2018 Zen sound keywords with one click.

Listening to music is not only about consuming music content, but also about releasing your emotions . For example, a wandering heart can finally be found at peace in a song. For example, there is always a song that will remind you why you were running in the first place.

In the days when urban people are busy with work and find it difficult to calm their hearts, this Zen Sound H5 has touched many people's hearts. Many people who claim to be Buddhist youths have shared their "enlightenment" in their circle of friends.

08 How to create a hit H5?

a. Take advantage of hot topics

From the H5s that have been flooding the screen above, we can see that H5s released during hot holidays and with hot topics are more likely to become popular.

If the H5 "Choose the phone you used ten years ago" was not released on the day of Apple's press conference, the number of clicks and reposts would probably be far less than that day.

Hot topics include popular TV dramas, celebrities from the entertainment industry, sentimental IPs, internet celebrities , etc. NetEase's Children's Day "Calabash Brothers Ruins Childhood" H5 features the classic Calabash Brothers IP, "This is the Childhood that Adults Dare Not Open" H5 features 5 classic childhood comics, and "Unlock Your Ode to Joy" H5 features hot TV dramas.

These hot materials have their own traffic base, and many fans will click in to watch when they see the related titles. What you need to do is to choose hot topics that match the product's tone, temperament, and target audience. It is difficult to choose the combination points, and you can't take advantage of everything.

b. Have an eye-catching sharing title

NetEase’s several hit H5s this year are very attractive. The title of NetEase Cloud Music’s “Journey in Search of Dreams” H5 is: Click to enter ||||||My World, and the title of unlocking Ode to Joy’s H5 is “My personality = 74% Andy + 30% Bao Yifan”.

I heard from my colleagues at NetEase that in the past, they would spend a lot of time discussing the titles of H5s, and the final title would be screened and voted on .

H5 is mainly placed in the circle of friends, so the click-through rate and forwarding of the title determine the reading direction of H5. It is time to put yourself in the shoes of the user and think about it. If you were a user, what kind of title would attract you to open it?

c. Hit the emotions and pain points

If I were to ask Tencent which H5s I'll remember this year, there really aren't any. The difference between Tencent and NetEase's H5 does not lie in the gorgeousness of the H5 technology, nor in whether celebrities are invited, but in whether it hits the users' emotions and pain points.

Many of NetEase’s H5s convey a certain value or sentiment. The world should become a better place, people's lives should have more warmth and beauty, lonely people need company, busy people need inner peace, and people who yearn for their dreams need encouragement.

Whether it is the recent 2018 Zen Sound keyword or the journey to find dreams H5, many users describe their feelings and emotions when forwarding and commenting. Users can feel NetEase’s dedication.

d. Countless excellent details

A good H5 is made up of countless excellent details, from the creativity of the entire H5 to every sentence , every interactive dynamic, and title, all of which are carefully planned and prepared. The above NetEase H5 can show the refinement of the production. Of course, it consumes a lot of manpower, material resources and time, which small and medium-sized companies cannot afford.

For example, at the end of the H5 "This is the Childhood that Adults Dare Not Open", five animations were indented into the TV . I heard from people inside NetEase that this is because we watched animations on TV in our childhood, and TV is also a part of childhood memories.

In addition, the design details of the "Unlock Your Ode to Joy Character" H5 are also remarkable. The H5 uses a pink background, which clearly shows that it is aimed at female users.

The author of this article @Levi compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

Product promotion services: APP promotion services Advertising platform Longyou Century