Accidentally breaking more than 40 lipsticks of my girlfriend would definitely be a death sentence (a smile of despair).

Please bow three times to the man reverently, burn incense and observe a moment of silence, then leave after the ceremony!

But what if we view it as a planned marketing campaign ? I instantly felt the brilliance of this event, posting at zero cost gained a lot of exposure across the entire network.

The editor takes stock of the three most popular events in recent times and guides you to find the marketing skills and highlights in the events.

Event 1: Breaking more than 40 lipsticks of my girlfriend

Over the past half month, a small incident that was circulated on a forum has been going viral. After October 9, many public accounts have been reposting a post from Baidu Tieba, which was a man's request for help: My girlfriend is on a business trip, and when I was cleaning the room, I accidentally knocked her lipstick storage box to the ground, breaking more than 40 of her lipsticks. What should I do?

A help post with no more than 50 words including punctuation, no pictures and no truth, caused an uproar: netizens on the forum went crazy, leaving crazy messages in all kinds of styles; on Weibo, netizens reposted screenshots, reposted the original text from the forum, and reposted hot articles from portal websites, everything was available; if you open the WeChat search and search for "40 lipsticks", you will see that many friends have reposted related content, both men and women.

In fact, this post on Baidu Tieba is very likely to be fake, because as early as October 4, there was a question on Zhihu about breaking 40 lipsticks of his girlfriend. The content of this question on Zhihu is exactly the same as the popular post, but the posting time was 3 days earlier. As of 16:00 on the 18th, the number of views of this question on Zhihu has exceeded 513,600, the number of followers is 10,583, and there are 1,164 detailed answers.

Regarding the authenticity of this question on Zhihu, the editor will not delve too much into it, but only try to find some marketing techniques that can be learned from the popularity of this event.

Q: If this is event marketing , which brands can participate?

A : The most direct one is naturally the cosmetics brand that has lipstick and lip balm products.

Q: If a brand wants to participate in marketing, what can it do?

A : From the current perspective, there is no obvious brand exposure in either the questions on Zhihu or the posts on Tieba. If relevant brands want to participate, the editor believes there are two ways to participate:

1. Publish a message to give the man more than 40 lipsticks of different colors and styles

If a cosmetics brand wants to participate directly, it can take advantage of the situation to release the news through official channels and give the man 40 lipsticks of different colors and styles. Regardless of whether a real person comes forward to claim them, the brand's purpose of leveraging the momentum will be achieved.

This method is actually not new. During the Rio Olympics in August, Fu Yuanhui became a popular internet celebrity . She lost her mobile phone in Rio. Mobile phone manufacturers such as Samsung, ZTE, Lenovo ZUK and OPPO all sent mobile phones to Fu Yuanhui through various channels. Although these phones were just passing through, she eventually went back to using an iPhone. But during the week when Fu Yuanhui was the most popular, phones from Samsung and ZTE both appeared on her Weibo. The exposure on her Weibo as a super internet celebrity in exchange for a phone was really a steal.

This kind of leverage often requires choosing the right time to achieve the best effect, and this popular post on the Internet is also a good opportunity.

2. Plan a lipstick impact test live broadcast

When it comes to curiosity, no netizens are as keen as those on Zhihu. Under this question on Zhihu, there are many long answers questioning the authenticity, each of which is well-reasoned and well-founded. The editor also carefully scrolled from top to bottom and read them all. The conclusion he came to is that if a cosmetics brand conducts a lipstick impact test, many friends will definitely want to pay attention to it.

Think about it, if a brand releases a photo of 40 lipsticks all broken and all over the floor with lipstick crumbs (some of them may be intact); or plays a live broadcast of a crash test of 40 lipsticks, wow, that would be cool!

Q: What other similar topics are recommended?

A : Suitable keyboard brands - I dropped my boyfriend's newly bought gaming keyboard, what should I do?

Suitable for perfume brands - What should I do if the perfume is sprayed as an air freshener?

Event 2: Blue and Thin Mushroom

It is said that "Lanshou Xianggu" is a viral marketing campaign. It comes and goes as it pleases. It was very popular last week, but quickly cooled down this week, as if it has become outdated. Although the term "Lanshou Xianggu" may really be outdated, this guy from Nanning has really become famous.

A young man from Nanning registered on Weibo, with a text introduction that he is the person involved in the "Lanshou Xianggu" video. His number of followers has now exceeded 330,000. After the guy became famous, people seemed to be able to see more and more traces of marketing in this matter. @新浪广西 broke the news that the guy appeared in a local electric car brand store; some people also revealed that the content of the video of the guy in Nanning imitated a video in Hainan.

After becoming popular, the guy from Nanning also tried live streaming. According to data released by relevant media, his live broadcast attracted more than 1.35 million people watching online within just 5 minutes. The highest number of people watching online at the same time was 8 million, and the total record exceeded 19.7 million.

In fact, we have all witnessed many cases of an internet celebrity being created by a crude short video in dialect. The most famous ones are Papi Jiang’s Shanghai English series and Afu, a German guy who speaks Shanghainese. It’s just that this time the video of “Lanshou Xianggu” is shorter and more straightforward, the video feels rougher, the dialect text is simpler and more magical, it’s easier for netizens to imitate it by filming Xiaokaxiu , and it’s easier to spread.

Event 3: Peeling chestnuts for my girlfriend

After the controversy over the soldier boyfriend peeling chestnuts - and rumors that the man was punished - the military media refuted the rumor, and the incident of "peeling chestnuts for his girlfriend" has finally come to an end. How did this thing become popular?

On the 11th, the netizen "Later" posted a very heartwarming set of photos on her QQ space. Her long-distance boyfriend peeled 5 kilograms of chestnuts for her, and personally used a machine to vacuum-pack them and express them to her. This series of photos was also forwarded crazily by netizens. Although the follow-up of the incident was a bit dramatic and involved military media, it is undeniable that this incident was very heartwarming and had the power to spread.

Regardless of the authenticity of this matter, if we simply regard it as marketing, then it can really be given a high score. The main focus is on sentimental marketing for long-distance relationships, and the slogan is also great: "The highest level of love is that you raise me as your daughter."

Q: What similar topics can be planned?

A : If we do a series of emotional marketing in the direction of long-distance relationships, it will not only attract many long-distance couples but also attract many single young women. Similar plans that the editor can think of include "XXX tickets for long-distance relationships". How about using this as an image advertisement for the Shanghai Railway Bureau?

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The author of this article @New List Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!