The trend of aunt red is all over the screen, but you are following this trend in the wrong way!
|
Yesterday, the uncle’s circle of friends was flooded with “ Aunt Red ” from various brands. In my impression, this should be the largest-scale brand participation in the past year or so. I would like to take this opportunity to talk about three old topics that new media has leveraged: 1. Why can the red color of Apple trigger a collective trend among brands? 2. Why are there more and more cases of junk taking advantage of the situation? 3. Everyone is following, how can you take advantage of the situation? Is there a perfect plan to leverage the situation? 1. Why can Apple Red trigger a collective follow-up trend among brands? Obviously, Apple mobile phones are a weather vane of technology and fashion, and the gold color of that year became the object of imitation by all brands. Without any official preheating, without any rumored spring conference, and after 5 and a half hours of official website maintenance, Apple quietly released the new red version of iPhone7 and iPhone7 Plus in the early hours of the evening on the 22nd. As screenshots of Apple’s official website began to flood WeChat Moments, the first wave of brands taking advantage of the opportunity began to take action, such as Durex . According to incomplete statistics, over 500 brands participated in this poster-taking campaign throughout the following day, and 99% of them found a red product and displayed it exactly like the Apple poster. In my impression, this should be the largest-scale brand participation in recent long period of time. Why can the red color of Apple trigger a collective follow-up trend among brands? I think there are three important reasons: 1. Easy to copy. As mentioned above, changing a sentence , putting two red products, and changing the background to red is a "homework" that almost all new media editors can complete in as little as 5 minutes using PS. 2. Complaining mentality. I still remember that the last time Apple led the collective screen swiping seemed to be because of the amazing copywriting “bigger than bigger”. In fact, the brands stood from the perspective of user complaints and expressed a kind of "mockery" about Apple's lack of innovation. This time's Aunt Red or China Red has the same effect. The copywriting of many brands means "Apple, you are too slow, I launched the red color a long time ago." But is this really the case? Uncle will explain in detail below; 3. Chinese red complex. This is actually a continuation of the previous two points. Apple promotes the color Chinese red, and the most common products among Chinese brands are those with red appearance. Since red has different meanings to Chinese people, Apple has easily leveraged the collective enthusiasm of Chinese brands with the color red. 2. Why are there more and more cases of junk taking advantage of the situation? Everyone is following it, should I follow suit and take advantage of this trend? The uncle’s answer is to follow! Because that’s what new media is all about, seeking more exposure and user recognition by making small investments into big gains. It's so hard to catch a "national" hot spot that's easy to follow, so how can you not follow it? As a result, more and more cases of garbage taking advantage of the situation began to emerge. Why does this happen? In fact, as I analyzed above, ease of operation is the main problem, which lowers the threshold for leveraging the situation, but in fact, such PK is the most difficult. I think many brands have made some common mistakes or misunderstandings in this opportunity, such as making fun of colors. This copywriting angle is the easiest, but this time it may be the most wrong. If you don’t believe it, open the official Chinese and English versions of Apple respectively, you will find that the same red is actually different. Domestically, it is China red; internationally, it is charity red. How to say it? In fact, the red special edition of iPhone7 named by Apple belongs to the Red Plan " Product Red", which is a charity organization established in 2006. The organization is mainly used to help prevent and control AIDS in Africa. (Red) products developed through this organization will have a portion of their profits directly deposited into specific charitable funds. Before this, Apple had actually launched many red-related products on its official website, including red mobile phone cases. From this point of view, for Apple, the launch of the red version of iPhone 7 carries a kind of social responsibility in a sense. Although, the red special edition of iPhone 7 launched in China is not specifically stated to be charity red. If you are a brand, you may actually launch a red product earlier than Apple. Is it really something to be proud of? I believe that if you knew the above background, you might not make fun of Apple’s red color. Although from everyone’s perspective, Apple launched the red color this time to better cater to Chinese consumers and thus consume inventory. Therefore, copywriting that approaches from the wrong angle is bound to create garbage. Unfortunately, everyone wants to get the first-hand information on hot topics, so they don’t have enough time to think. In the end, everyone vomited. The uncle once refused to publish a collection of brand cases to leverage the momentum, hoping not to encourage this evil trend. Now it seems that the power is still too small, because one is that the threshold is too low, and the other is that after the brand is personified, a poster released on the Internet is not a print advertisement, and the decision-making level is also very low. 3. What exactly is a good leverage plan? The above is a complaint, but is there really no good example of leveraging the situation this time? I think there is, especially after the first wave of "following the trend", how to reflect your attitude towards the matter while not blindly pursuing popularity becomes the key to your standing out. For example, Jiayuan.com cleverly uses two marriage certificates to tell users to hurry up and find a good match. No products with red appearance are shown, but the brand positioning and functions are actually conveyed simply and directly. Another example is 360. Since its logo color is green and cannot be directly compared to red, it labels red as "virus" to convey its security attributes to users. I think a good case study may meet several criteria: 1. Be clear about what you want to express. I have seen many brands put their red products directly on the website, but they did not tell users what is good about their products. No matter how much invalid information is conveyed, it is useless. 2. The copywriting and illustrations need to take a different approach. Copying and imitating are the easiest, but this alone is obviously not enough. Leverage marketing emphasizes the word "clever". Users not only understand it after reading it, but also smile knowingly and find it interesting. 3. Time. While meeting 1 and 2, if the production cycle can be shortened, it will be icing on the cake. For cases of leveraging momentum, there is a view that "fast is more important than good." Uncle, let me make a slight correction. Fast is more important than the best. There is no best copywriting, but it does need to be as fast as possible.Mobile application product promotion service: APP promotion service Qinggua Media advertising This article was compiled and published by the author @(Qinggua Media). Please indicate the author information and source when reprinting! Site Map |
<<: How to create a high-conversion enterprise-level TikTok account?
>>: How to quickly create a high-conversion landing page for second-tier e-commerce?
Recommend
A collection of marketing models that marketing planners must have
If you don’t have ten or eight marketing models a...
20 brands tell you the triple realm of brand content marketing in 2016!
Today's society has entered a stage of consum...
How to quickly build an advertising landing page?
As the core of conversion, the importance of land...
Keep product operation analysis
This article is a product analysis report of Keep...
How to find your "private domain traffic"?
The Internet has never lacked new terms. Internet...
Download "Collection of CET-4 and CET-6 Exam Questions (including listening audio/answer analysis)" from Baidu Cloud
This resource is "Collection of CET-4 and CE...
The cost of acquiring customers is getting higher and higher. How to build a complete user operation system?
How to do user operations ? In fact, most colleag...
Ningde Mini Program Production Company, how much does it cost to produce a kitchen mini program?
The factors affecting the quotation of Ningde Kit...
A complete guide to store operation on Meituan Dianping
As BAT becomes ATM, the importance of Meituan Dia...
The purchase price was 5 yuan and the selling price was 30 yuan. More than 100 were sold in one day! Recommendation of summer blue ocean side job, selfless sharing!
It's only two months until summer, and the we...
How to use information flow advertising to increase APP downloads?
How to use information flow advertising to increa...
“FaceApp” explosive operational growth strategy!
In recent days, I believe everyone has been flood...
Register and upload an app market account in three steps!
Let me introduce myself first. I am a newbie in a...
How much does it cost to develop a Mianyang movie mini program? Mianyang movie applet development price inquiry
How much does it cost to join the movie mini prog...
What should Baidu Wenku do? What are the tips for uploading to Baidu Wenku?
With the continuous development of the Internet, ...