Want a “screen-sweeping” promotion for NetEase Music? Here are 8 ways

Why does the traffic increase when users are mocked more?

In the NetEase Cloud Music #MusicReview# promotion campaign, the copywriting such as "When I was young, I wanted to be anyone but myself" caused a screen-sweeping effect.

In a similar vein, Momo’s “Just Live Like This” promotion also strongly attracted the attention of young people.

Why are young people/frustrated people more easily instigated?

Case: Adidas’ “This is me” marketing campaign captured the hearts of young people

Coincidentally, while the media mocked the movie "Sing" for its cliché-filled plot, the audience gave it a high Douban score of 8.3. Especially the ordinary housewife Pig Mama, who transformed into a sexy hot mom in an instant, bursting with emotions:

actually,

Humans are born with eight life forces.

Every marketing master uses them as the ultimate brand brainwashing weapon.

This is why marketing masters such as Al Ries, David Ogilvy, and John Capps

It's all because of the psychology experts.

For every marketer , these forces are a "gift from God". You have to know them and learn to use them.

/ Understand and obtain the 8 major life forces/

As for the psychological basis of marketing, marketing masters Capps and Hopkins have proposed it in their monographs, but the most systematic formulation is still the copywriting master Whitman, who summarized the eight proven life forces for the marketing industry and proposed the following consumer behavior model:

● When people's desires are stimulated● psychological pressure will be generated● and this pressure needs to be eliminated through consumption

For every marketer, the eight vital forces are like the "engine" of a brand. They will output a steady stream of consumption pressure to users. What are the eight vital forces?

Yuanli 1: Keep youth and prolong life

Without further explanation, immortality and rejuvenation are one of the ultimate desires of human beings, so don't laugh at Qin Shihuang.

Representative brand: Evian 's young mirror activity that has swept the world. See your MINI self through the mirror. Similarly, you also know why Evian’s slogan is: Live Young

Force 2: Avoid danger, pain, and disaster

Disasters are terrible, but the worry about future "disasters and suffering" makes people more anxious and unable to sleep or eat. This is also the psychological basis for brands to use scare marketing.

The Croods Cave Family

Representative brand 1: Luoji Siwei

That’s right, Luoji Siwei is not only a knowledge service company, but also a company that sells knowledge. For example, Luo Pang always emphasizes the point that only 2% of people will not be replaced by artificial intelligence in the future, and cognition is your only weapon for moving forward in the future...

Representative brand 2: Michelin tires

In addition to showing the performance of the tire, it also sells your concerns about tire blowouts.

Yuanli 3: Enjoy food and drinks

Ancient humans often had no food to eat, and the "foodie" gene is still in our DNA

Representative brand 1: MUJI

In order to highlight the power of this force, I will not directly give examples of food and beverage brands. The case of MUJI introducing gourmet food into its stores is a testament to how attractive this elemental force is. Of course, there are also 7-11 and various shopping malls. Please don’t be surprised if the Xiaomi Home flagship store starts selling delicious food one day.

Representative brand 2: Michelin restaurant star certification

There are so many ways to connect brands with food. For example, Michelin, an early brand, recommended gourmet restaurants through the “Michelin Little Red Book ” to encourage people to drive to dine. What a cunning brand! ! Of course, brands such as MINI are also learning this trick.

Force 4: Create comfortable living conditions

The fast-paced life makes contemporary people feel insecure. Home is a harbor that provides a sense of security. The warmer the home, the stronger this sense of security is.

Representative brand: IKEA

Purchasing beautiful home furnishings is the laziest way to prove that you can "output a sense of security." This is also the reason why everyone loves to go to IKEA so much.

Force 5: Caring for and protecting loved ones

We feel more happiness when we are surrounded by our family and friends. When they are potentially harmed, we panic. Brands often use this power together with scare marketing.

Representative brand 1: Dettol

Protect your family from bacteria

Representative brand 2: Shenzhou Special Car

Nothing will happen except safety.

Force 6: Seeking a Sexual Partner

Grandpa Darwin has conducted in-depth research on the theory of sexual evolution. Grandpa Freud published: The Interpretation of Sexuality and Dreams. "The Fountain" created by Grandpa Ingres is considered a classic. Sex can often make a master. Marketers will naturally not let it go.

Representative brand 1: Lingshi Fragrance

What is 70-1?

Representative brand 2: Levi's

Close fitting, more attractive, easier to attract sexual partners

Force 7: Comparing with others

Where there are people, there is the world, and where there is the world, there is comparison. For example, the fight for the leader of the martial arts world.

Representative brand: Tiffany

Tiffany's unique blue box is your best tool to stimulate comparison among your friends . Tiffany blue, also known as robin's egg blue, is a patented color that is unique to the industry. Of course, there are also RossOnly's long box packaging and LV's cross cherry blossom. In order to satisfy your desire to compare, the brand will definitely provide you with visible super symbols.

Finally the last one!

Force 8: Pursuit of being valued and recognized by society

Psychologists say one of the main reasons young people smoke is because they want to be taken seriously. Yes, the means of pursuing attention are often intense, such as tattoos, extreme sports, and running marathons. Besides buying luxury goods, the cheapest way to pursue social recognition is to highlight the user's sense of social responsibility, such as doing charity.

Representative brand 1: (Red) Product

(Red) does not produce products, but through cross-border cooperation with top brands in the industry, (Red) version, every consumption of a (Red) product will be donated to the African AIDS Fund.

Representative Brand 2: American Express Centurion Black Card

Recognized as the "King of Cards" in the world, this card is targeted at the top groups. Most of the cardholders are politicians, billionaires and celebrities from various countries, and they are invited by American Express to apply for it. Black has never been so noble.

Excellent brands are all competing for these forces, what about you?

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

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