Behind the collapse of Bai Baihe's image, how did the number one paparazzi Zhuo Wei become an event marketing expert?

At 12:12 noon on the 12th, Zhuo Wei released the "big news of 2012": Bai Baihe cheated on a young hunk, which quickly set off a storm in the entertainment circle, brand circle and even the stock market: various media outlets dug up Bai Baihe's dirt; Chanel, Hougu Mixi and other brands endorsed and recommended by Bai Baihe collectively conducted crisis public relations; in the final of "Singer", "guest singer" Bai Baihe was temporarily replaced; "Surgery Storm", starring Bai Baihe and Jin Dong and with high hopes, was in an awkward situation; even the stock market hyped up "cheating leading stocks"...

But for the man who started this storm - China's No. 1 paparazzi Zhuo Wei, this is just one of his many "works". After a series of explosive revelations including the news that Wang Xingren cheated on Yao Di, Chen He cheated on Zhang Zixuan, David Tao cheated on his wife, Hu Ge and Jiang Shuying were in a relationship, and Zheng Shuang and Hu Yanbin were in a relationship, Zhuo Wei became a nightmare for celebrities and their public relations teams. Whenever Zhuo Dada coughs, half of the entertainment industry will feel their scalps tighten.

As the saying goes, the layman watches the excitement, while the expert watches the doorway. Based on my understanding of Zhuo Dada's rise to wealth, I have made an in-depth analysis of the "Bai Baihe cheating battle" which is worthy of being included in the "paparazzi candid photography tutorial". I found that Zhuo Dada turned every candid photography into event marketing , using the idea of ​​marketing products to market himself. The specific tips can be summarized into the following four points.

Combining PGC and UGC to create products

In the 4P (product, price, channel , promotion) theory of marketing, the core is the product. If you want to make a name for yourself as a paparazzi, you must have a powerful product. Zhuo Dada is well aware of this and uses a combination of PGC (professional content production) and UGC (user-generated content) to create a multi-level product matrix with explosive news as the leader and large and small news as the two wings.

There are thousands of entertainment reporters, and if you want to stand out, you must have works that can hold your own. In the process of creating a flagship product, PGC is the key. To this end, in 2006, Zhuo Wei and his old partner Feng Ke recruited two photographers and a driver to form the mainland's first paparazzi team, the "Fengxing Studio." Eight years before that, obsessed with detective novels, he spent four days on the set taking exclusive photos of the crew of "The Promise". Even earlier, he graduated from a technical secondary school with a metallurgical department but firmly believed that he would achieve great things. He had a rich resume: from a secretary at Tianjin Steel Plant to a ticket seller at a cinema , and then to an entertainment reporter for the "Daily News" and "Bigstar".

After a few years of lukewarm performance, Zhuo Dada finally had his masterpiece. In April 2014, Fengxing Studio’s “See You on Monday” post revealed photos of Wen Zhang cheating on Yao Di, sparking a public outcry. Ma Yili said "Cherish what we have together", and Wen Zhang's apology letter was directed at Zhuo Wei, who "fought with reason". As the incident continued to ferment, Zhuo Dada became an overnight sensation, and his identity as "China's No. 1 Paparazzi" was recognized for the first time.

After that, Zhuo Dada took advantage of the situation and broke the news that Chen He had cheated on his wife, David Tao had cheated on his wife, and that Faye Wong and Nicholas Tse had reunited, etc., which attracted a lot of attention and firmly established him as the top paparazzi in the Chinese paparazzi industry.

It seemed that the situation was very good, but soon, the famous detective Zhao Wuer broke the news that Jing Boran and Ni Ni were in love, Lin Dan cheated on his wife, and so on, and seized the cutting-edge market; while Guanba, which had hundreds of thousands of "concubines" and entered the celebrity gossip market with UGC, divided the conventional market with a steady stream of small news.

Under the double-sided attack, relying solely on PGC can no longer meet the needs of multi-level product production, and it also lacks interaction with the public, so building a UGC platform has been put on the agenda. Therefore, Zhuo Dada launched the entertainment information platforms "Ai Yu Ai Le" (failed due to timing and product issues) and "Quan Xing Xing Tan" (launched in January 2015) in 2012 and 2014 respectively, using UGC and various information, comments, videos, and live broadcast products to enrich the product matrix and consolidate its position in the industry.

All-Star Office

Poetry copywriting creates suspense

Good products are certainly the basis of marketing, but copywriting that builds a bridge between products and users is also indispensable. Zhuo Dada’s copywriting is a self-created limerick.

Zhuo Wei loves to write poetry, and every time his masterpiece comes out, it makes celebrities unable to sleep well, and the majority of spectators bring their small stools to the scene of the news.

Two days before the revelations, Zhuo Wei wrote a poem on Weibo, "Twelve years have passed in the blink of an eye, and the past is gone like smoke," which immediately attracted the attention and speculation of netizens. This kind of poetic copywriting, "still holding the pipa with half the face covered", creates suspense, arouses the curiosity of the public, and achieves a good effect of warming up the event.

Such "preview" poems can be found everywhere on Zhuo Dada's Weibo. "The pledges made were made in a hurry, but the good relationship was in vain. The divorce letter is still here, but the spring time is gone. The good man is only in the dream." It implies that Zhang Han broke up with Zheng Shuang and fell in love with Nazha; "The bones are clear and unique, making them a perfect match. The dancing singing figures are reflected in the Huangpu River." It means that Hu Ge and Jiang Shuying's relationship has ended; "We could have soared in the sky, but now we see the geese split into two lines. If we had no affection for each other, why did we fly across the cold pond together?" It refers to the flash marriage and divorce of Liu Xiang and Ge Tian... Zhuo Dada's "doggerel copywriting" is unique and adds a lot of points to the marketing of the whole event.

Grasp the rhythm and promote communication

In a marketing campaign, the core event determines the traffic commanding point, while the communication rhythm determines the period for the product to occupy the public's attention and the overall influence of the event.

Different from releasing a photo of the crew of "The Promise" without any context back then, Zhuo Dada, who has "taken on many big orders", is well aware of the importance of communication rhythm to the overall marketing effect. He began to deploy his troops in advance and control the communication rhythm.

Just like this time's "Bai Baihe cheating war", "General Zhuo" found the "allies" Tudou, Youku and Live All-Star Live in advance. Starting from the 10th, he wrote poems, posted comics, and warmed up in an orderly manner, giving the gimmick of "12 years of big news". Then, at 12:12 on April 12, which had been scheduled long ago, there would be a live broadcast of Bai Baihe playing the young hunk's video with one finger, and it was announced that there would be another wave on the 13th. Sure enough, at noon on the 13th, another wave of shocking news broke out. This rhythmic dissemination continues to capture the public's attention and maximizes the impact of the revelations.

Using media to expand influence

How much of a stir a piece of information can cause depends on whether the information is solid and the scope of impact, and is also closely related to the dissemination platform. Zhuo Dada, a "senior media person", naturally understands this truth. Therefore, from cooperating with " Nandu Entertainment Weekly" to switching to Weibo and now cooperating with live broadcast platforms , Zhuo Dada keeps pace with the times, constantly upgrading his "weapons" to expand his coverage and lethality.

Specifically in this "Bai Baihe cheating battle", Zhuo Dada used multiple types of media such as Weibo, WeChat , information platforms, video websites, and live broadcast platforms.

If we use battle deployment as an analogy, Weibo would be the vanguard, video and live streaming platforms would be the cavalry of the main force, and WeChat public accounts and information platforms would be the infantry escorting on both wings. The one who set up this plan was the battle commander Zhuo, who is proficient in the combat effectiveness and uses of each branch of the military.

Today, Zhuo Dada has more than 70 employees and a dozen paparazzi under him, with stations in Beijing, Shanghai, Changsha, Hong Kong, Taiwan and even Hollywood in the United States. Through repeated practical exercises, Zhuo Dada's marketing skills have soared and his business has grown bigger and bigger. It is said that after Bai Baihe, Zhuo Dada has pointed his gun at a domestic first-tier fresh meat named L, waiting for a new round of event marketing (dabagua)...

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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