How to engage in cross-border content marketing at zero cost?

There is a popular saying now: whether your marketing is good or bad can be verified through your circle of friends . Obviously, Moments has become an industry advertising weather vane, verifying the good or bad of brand communication. When high-quality content is shared across the WeChat Moments, it means a coronation for the brand, a grand "attention-giving ceremony" from the industry. From Pechoin's one-shot amazing advertisement to NetEase Cloud Music 's phenomenal music review subway screen-sweeping cases, all of these verify this point.

Of course, in addition to NetEase and other companies that are good at marketing, the "workplace reply posts" that have been popular on everyone's circle of friends have also stood out recently. When you capture these "great workplace replies" from professionals on Mobike , Didi Bus, and building elevators, you may also feel some resonance. In fact, behind this screen-sweeping event is a cross-border content marketing campaign initiated by Maimai in collaboration with some celebrity companies.

So, as a marketer , I would like to explore the story behind this cross-border content marketing - about the generation of creativity and insights into users. To this end, Shaonaojun interviewed the marketing director of Maimai and learned about the planning process of this cross-border cooperation.

Review: 10,000 amazing workplace replies, insights into all aspects of the workplace

"Maimai is a workplace social software that brings together professionals from all walks of life. They have their own circle culture and labels. On Maimai, they can make friends with their peers, gossip, discuss work, and recruit people to change jobs. Precisely because of its social attributes, Maimai produces a lot of UGC content every day, including some workplace amazing replies that are either heartbreaking or hilarious.

In order to express the true voices and diverse attitudes and opinions of people in the workplace of this era, our team selected 100 pieces of content from 10,000 popular gossip comments as external communication points, and together with people in the workplace, we can gain insight into all aspects of the workplace. In order to convey the new slogan "Workplace stage, blue ocean of opportunities", we have fully negotiated with Mobike and other companies with the aim of achieving brand resource exchange and market cooperation. The partners also hit it off and finally achieved a phenomenal zero-cost investment in the industry. " said Wu Xiaojing, co-founder of Maimai Market.

So, what specific creative activities has Maimai carried out? The market leader shared the following three core activities:

1. Maimai & Mobike Workplace Truth Bike

First, Maimai set its sights on cooperating with Mobike, which has the largest market share in the shared bicycle market. On July 31, Maimai unified these heart-wrenching "workplace truths" into KT boards with Maimai's blue visual style, and placed them neatly in front of Mobike bicycles in Hangzhou. These Mobike bicycles were then placed in places where office workers gathered for their use. At the same time, Hangzhou Mobike also adjusted this event to promotion priority on the app side, provided pop-up support on the app side, and pushed the event to millions of Hangzhou Mobike users.

So, why did Maimai choose Mobike as its partner?

There are three reasons: First, in the macro environment, Mobike, as a shared bicycle with a relatively high domestic market share, has gathered a large number of product users and supporters, giving the "Workplace Truth Bike" good promotion conditions and natural attention. Second, in terms of user attributes, most of Mobike users are white-collar workers in the workplace, with an age range of 25-35, which has a high overlap with Maimai users and the same target audience. Third, in terms of product attributes, shared bicycle users have a high frequency of use and high mobility, which can maximize the effect of spreading the amazing replies containing "workplace truths" offline.

2. Maimai & Diyi Bus Tour

Secondly, Maimai cooperated with the well-known travel brand Diyi Bus to make "excellent replies in the workplace" into body materials and uniformly packaged dozens of Diyi buses. The eye-catching Maimai blue carried these excellent replies to and from Zhongguancun, Wangjing, Guomao and other popular areas in Beijing for a month, bombarding the buses with visuals and content.

Similar to the cooperation with Mobike, Maimai chooses white-collar workers' daily transportation as its main cooperation partner based on the high overlap of target users of both parties. In addition, there is another very important reason. As we all know, buses are large in size, and the eye-catching body packaging and content presentation can easily attract passers-by and passengers. With this wave of advertising, Diyi Bus has become a mobile billboard , traveling back and forth between Beijing's most popular work areas such as Zhongguancun, Wangjing, and Guomao. Its effect is no less than that of bus stop advertisements in Beijing's prosperous areas.

3. Maimai & Xinchao Media’s scenario-based marketing

Finally, Maimai set its sights on office buildings and cooperated with Xinchao Media. On August 5, five first-tier cities, including Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou, packaged the elevators of 20,000 office buildings. In addition to making "great replies in the workplace" as elevator packaging materials, they also made some of the great replies into literary bookmarks and hung them on the top of the elevators. This clever idea originated from the wishing tree, allowing white-collar workers in office buildings to have a different experience when coming and going.

At the same time, Maimai also produced a 15-second ghost video advertisement to enhance the content, aiming to create strong interaction between users and brands through content.

Maimai workplace complaints: I heard that our company is about to go public: https://v.qq.com/x/page/k0533k9pa2z.html

Maimai workplace complaints about daily life with the boss: https://v.qq.com/x/page/i0533kdq4as.html

Maimai's reply: How to resign gracefully: https://v.qq.com/x/page/t0532dtr33g.html

Thinking: Ingenious combination of cross-border resources, UGC content conveys resonance

By reviewing this case, I found the following three points worth learning from:

1. Use UGC content to resonate with the audience

Maimai uses workplace amazing replies as a communication medium, which is a typical UGC communication. The workplace environment is complex. Whether it is the achievements made at work or the people who have been deeply wronged, a heartfelt or funny workplace comment may trigger a resonance. This wave of UGC communication by Maimai is both clever and thought-provoking, using a point-to-surface approach to convey a sense of self-mockery with tears in the face of laughter to the lonely yet strong people in the workplace.

In fact, the UGC model is a new marketing method for brands, that is, influencing users through users. The biggest feature of UGC marketing is to achieve emotional interaction between users and others. Users output real stories and real emotions through the platform, which are positively utilized by the platform and then reacted to brands and target users, achieving emotional resonance among consumers. During the process of emotional interaction and resonance, users will automatically give UGC itself a special value, which will in turn affect subsequent brand awareness.

To put it another way, compared to spending money on advertising on resource channels , original content from one's own users is the best aid for brand promotion.

2. Combine cross-border resources to capture the target group

It is not difficult to find that Maimai is very smart and clever in cross-border cooperation. It has chosen star brands such as Mobike for cross-border cooperation, locked the marketing scene on the keyword "travel", and radiated the scene to the high-frequency travel group - office workers. On the one hand, it accurately acquires Maimai’s target workplace users; on the other hand, cooperating with popular star companies can increase the attention value of the advertisement, and the powerful combination will maximize the communication effect.

The essence of cross-border marketing is to enable multiple brands to interpret the same user characteristics from different angles, which means breaking the traditional marketing mindset, seeking partners outside the industry, and avoiding working alone, so as to bring into play the synergy of brands of different categories. Therefore, cross-border cooperation with brands with the same target audience is the best strategy.

3. Multi-channel matrix communication, creative explosion and screen-sweeping

Maimai outputs the content of the copy of the best replies in the workplace through multiple channels such as Mobike, elevator TVs, and buses. It also produces the magical video of "Best Replies in the Workplace" under the UGC content of best replies in the workplace, as well as the elevator landing ideas - "Wish Tree in the Workplace" and "Tough Workplace People" all-inclusive elevator scene marketing. Based on the original materials, we innovate the content in different degrees according to local conditions, select channels for delivery, and use the channels to reach users.

It is not uncommon to use multiple channels for matrix dissemination of content. For example, NetEase Music Review Subway covered selected UGC reviews of NetEase Cloud Music on the subway with the highest traffic density in Hangzhou. Later, NetEase Cloud Music cooperated with Yangtze River Airlines to present Cloud Music users' UGC playlists in different ways in the cabin of special planes. In essence, rather than calling it a marketing routine, it is better to say that multi-channel dissemination has become the standard of corporate communication and an indispensable part of triggering screen-sweeping.

To sum up, the cross-border content marketing operated by Maimai can be said to be a very successful case. In the process of multi-party cross-border cooperation, each brand supports each other, and the influence generated by the cooperation spreads outward, actively expanding the influence of the brand and content.