8 cases reveal the secrets of content marketing. Have you learned them?

Hi, Marketing Officers:
As an editor of a marketing account, I always have a headache when choosing topics every day. There are so many types of content marketing , how can I blame myself for not being able to see through them? In this era of content and information explosion, various big names have come up with numerous marketing methodologies, but when it comes to actually applying them, I am still confused. So today we bring you a few cases. I wish you a happy overtime on Saturday after reading them~

The most "scheming": AGM planned to implant into "Wolf Warrior 2" in advance

There are thousands of things in content marketing, and the key is to make the most of small gains. This year's AGM, thanks to the instant success of "Wolf Warrior 2", provided a textbook example.

Targeting the potential stock "Wolf Warrior 2", AGM started planning before the filming started: signing Wu Jing as its spokesperson. In one year, AGM established a strong connection with Wolf Warrior 2 by launching the AGM X1 with built-in special forces outdoor tools , accompanying Wu Jing on the expedition, visiting the crew in Africa, and cooperating with supporting marketing such as film promotions.

Finally, AGM appeared in the movie as Wu Jing's official mobile phone. As the movie became a big hit, the "three-proof mobile phone" AGM that Leng Feng used to video call his old leader in the snow made his presence felt, and he successfully transformed himself from an unknown person in the mobile phone industry to a leading player in the tough mobile phone world.

There is no shortage of hits in the marketing circle, but there is a lack of eyes to discover them. Only by discovering potential stocks and making arrangements in advance can you achieve twice the result with half the effort.

The most hip-hop: McDonald's joins hands with "The Rap of China"

Another company that also bet on a hit was McDonald's, which signed "Producer Wu" as its spokesperson and sponsored "The Rap of China."

With the popularity of the emoticon package "Do you have freestyle?", "The Rap of China", which targets the niche music field, has gradually entered the public eye and become a favorite of young people who like "trendy", "cool" and "personalized".

McDonald's followed closely and teamed up with spokesperson Wu Yifan to shoot a hip-hop commercial "Our Hip-Hop Food Time", making its presence felt through situational placement and voice-over. Just the fact that Kris Wu "domineeringly" told his teammates, "Our team's (McDonald's snacks) are unlimited, you can eat as much as you want," helped McDonald's gain a lot of favor among young consumers, and its newly launched "Hip-Hop Snack Box" also had considerable sales.

Only by liking what consumers like can you be liked by them. Working together with content that is at the forefront of trends is undoubtedly a shortcut to maintaining "brand appeal."

The most time-traveling: Renrendai staged a new " Military Advisors Alliance "

Not long ago, "The Advisors Alliance" became a hit on the Internet. In addition to the brain-burning power struggles and inexplicable love and hate, what is even more eye-catching is the creative inserts that are very interesting. The most impressive one is undoubtedly the "Military Advisors Alliance" with a strong sense of time travel.

In the creative interlude, Renrendai "travels" back to ancient times and enters the lives of military advisors, allowing the shrewd and wise Guo Jia to become the "Renrendai Marketing Promotion " and affectionately tells the reason why he and Renrendai "have been together for seven years without any itch". The usually patient Xu Shu suddenly became "irritable" and swung his sword to destroy all the soldiers on the sand table, just to "plant grass" on Renrendai. As people’s minds are opened up, the selling point of Renrendai is quietly spreading.

With the rise of online variety shows and dramas that cater to young people's tastes, video websites have gradually become a golden battlefield for brand content marketing. The platform also continues to release big tricks, posting new ways of playing such as Band-Aids, creative screen pressure bars and creative mid-inserts. Recently, creative center inserts with large display space and strong fun have been favored by brands.

The most heartwarming: I Do joins hands with 5 top singers to host the Love Concert

In content marketing, audiences will be attracted because it is interesting, and will also be moved because it touches their emotions. The jewelry brand I Do targets this point and uses music to create an excellent emotional marketing campaign. After launching the brand’s eponymous song “I Do” in collaboration with the Chinese pop singer Eason Chan, the brand has launched another big move: the I Do Love Concert.

Different from the traditional form of "brand sponsorship", the I Do Love Concert is planned and hosted by the I Do brand, so it has more control and plans and creates many "loving" activities during the concert, allowing consumers to experience the positive emotional values ​​advocated by the brand in the concert scene constructed by the I Do brand. For example, only couple tickets are sold, and a love dream crowdfunding campaign "Love starts with a chance encounter" is planned for single people. The company also helps amateur couples propose on the spot during the climax of the concert, and cleverly embeds I Do jewelry to highlight the brand's emotional values.

Leveraging IP to enhance influence is certainly efficient, but building one’s own IP around brand value proposition can better enhance brand assets and is a higher level of content marketing.

The most mixed match: Kyoto Ninji-an borrows "Tucao Conference" to become younger

Recently, the "Talk Show Conference" created by the original team of "Tucao Conference" was launched, and the title sponsor continues to be Kyoto Ninjian. The reason why Nian Ci'an sponsored the program of Xiaoguo Culture (the production company of "Tucao Conference") for the second time was largely due to its previous "mix and match" cooperation with "Tucao Conference".

The 300-year-old brand and the "Tucao Conference" that "young people are all watching" seem to have "incompatible auras", but it has given Kyoto Nenjian a "second spring". The program often "catch you off guard" with advertisements. The magical spoken lines such as "Laughing is good for the lungs, not laughing is a waste, this is the time-honored brand in the universe for nourishing lungs" are very impressive. The brand mascot An'an, who is constantly cueed by the guests, has become more popular with the program and has become the brand's own IP.

For "old brands" that are facing brand rejuvenation, online variety shows are undoubtedly a "magic tool for attracting fans." Leveraging the program to build a brand’s own IP is a smart way to grasp the essence of content marketing.

The most capable of making trouble: Lei Jun went to " U Can U Bibi 4" to be the male god

Xiaomi also teamed up with online variety shows to create something, but it was obviously more open than Kyoto Nien Ji'an. Not only did it launch the magical phrase "take it out and do something" that made people think of it, it also directly invited its own boss Lei Jun to appear on the show as the main guest.

"Lei Jun's first variety show appearance", the reappearance of the "Are you OK" meme on the spot, and the three main guests Ma Dong, Cai Kangyong, and He Lao Shi "blatantly" licking the sponsor made the show full of highlights, the click rate soared, and it directly rushed to the hot search list. Xiaomi's popularity and sales also soared.

Corporate leaders are undoubtedly the embodiment of brand image. By building and utilizing this IP well, they can often defeat a hundred enemies with one move.

The most immediate effect: Luzhou Laojiao customized Peach Blossom Wine for "Three Lives Three Worlds"

As the saying goes, any marketing that is not aimed at sales is hooliganism. The most immediate success in terms of sales in the first half of the year was Luzhou Laojiao’s launch of Peach Blossom Drunk by leveraging the popularity of the TV series “Three Lives, Three Worlds”.

Targeting the natural implantation point of Taohuazui, Luzhou Laojiao launched a new brand "Taohuazui" (divided into fashion version and fairy version). With the popularity of the drama, Taohuazui was sold out several times, and the new brand also gained a foothold in the market within a few dozen days.

Although coincidences like Taohuazui are hard to come by, we can still learn from the strategy of leveraging the popularity of content to customize products and convert traffic into product sales.

Most controversial: e-driver's beating incident in "Ode to Joy"

Of course, not all content marketing will go smoothly, just like the e-driver that spent a lot of money to be included in "Ode to Joy" had to face the "beating incident".

In Ode to Joy 2 , Wang Baichuan, whose company went bankrupt, became a designated driver for eDaijia. By chance, he ran into a wealthy client pursuing his girlfriend, so he got furious and beat up his "rival".

This "beating customer" plot quickly sparked heated discussion. Although it increases exposure, it can affect the brand image if not handled with care. Fortunately, eDaijia responded quickly and wrote in the tone of an editor, "When I saw Wang Baichuan beating someone, I instantly knelt down," using a joking way to downplay the negative impact of the incident, and incidentally triggered a new wave of discussion, successfully adding drama to itself.

Content marketing is usually uncontrollable because it involves various aspects such as scripts, performances, shooting and editing. When temporary conditions occur, they can either become a deduction or a plus. The direction of the development depends on the comprehensive marketing strength of the brand.

The above eight cases seem to reveal the secrets to content marketing!