How did Meilishuo become a dark horse in entertainment marketing?
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In a world where time is fragmented and consumer tastes are so fickle, how can companies attract consumers' attention and make their products more attractive? The answer is: entertainment. In recent years, the entertainment industry and entertainment variety show market have become increasingly active, and entertainment marketing has become a mainstream topic. Due to the rich content and diverse scenes, entertainment programs provide a broad space for the placement of various types of advertisements. Compared with other methods, entertainment marketing is more easily accepted by users. As a result, brands have attached unprecedented importance to endorsements, advertising, and entertainment marketing. Data source: Jirang TV Advertising Cloud Monitoring When it comes to brand entertainment marketing, there are countless examples. Whether it is the hot-selling "Legend of Miyue" some time ago, or the most popular brain-burning song "Running Man", they all seem to be enjoying brand entertainment. Looking back at the entertainment marketing in the past year, the cooperation fees for popular entertainment programs are all sky-high: Liby sponsored "I Am a Singer 3" for 300 million yuan, Meilishuo won Zhejiang Satellite TV's ratings leader "Running Man 3" for 338 million yuan, and Jiaduobao won the fourth consecutive championship of "The Voice of China"... These are all successful entertainment marketing cases . The characteristics of these cases are that the programs are popular enough, the sponsorship amounts are high enough, and the returns are considerable. A brand that is able to carry out such a large-scale cooperation must also have the qualification of being "one of the best brands in the same industry." Take the e-commerce brand "Meilishuo" as an example. With its grasp of entertainment marketing trends, the combination of Meilishuo and Running Man can be directly written into Harvard's classic marketing textbooks. How did "Meilishuo" take "Running Man" to the extreme step by step? Let me tell you in detail... Program sponsorship to increase brand awareness The sponsorship fee for Zhejiang Satellite TV's ratings-leading show "Running Man 3" soared from 130 million yuan in the first season to 338 million yuan in the third season. There are many financial sponsors behind it, and the financial sponsor for the third season is the e-commerce brand "Meilishuo". Someone asked if the 338 million was worth it? I can tell you clearly that it is worth it! Running Man has created a new situation for domestic variety shows with its spirit of "entertainment professionalism" and has accumulated a large number of fans based on its first two seasons. In addition, each episode has new guests and new innovative games . Therefore, the ratings of Running Man have always been far ahead of other variety shows. In terms of brand exposure, the program also provides ample opportunities. The first and foremost is the customized venue: the program team set the game venue directly in the Meilishuo product experience center, and the game method is also a limited-time order grabbing method, which directly drives the audience to pay attention to brand attributes and business characteristics. Secondly, the director pointed out the identity of the spokesperson on the spot, such as Angelababy’s “Chief Fashion Officer of Meilishuo”. Not only that, the problems in the game are also closely related to Meilishuo. "Running Man" has perfectly integrated fun and brand implantation. In terms of peripheral presentation, Meilishuo also definitely saw the sincerity of the program team, whether it was opening the Meilishuo gift box with a surprise, or the giant cute pet "Guoguo" (Meilishuo image) that could protect the Running Man team, they all appeared in the program, especially "Guoguo", whose figure could be seen everywhere in the playground and the "prison". Another simple but important way to highlight a brand is to use flower characters. The third season of "Running Man" also brought the image of "Guoguo" into the field of flower characters, giving it emotions such as joy, sadness, and shock, allowing the audience to have a favorable impression of "Guoguo" and the brand behind it, Meilishuo. (Note: The protest from the mirror, the silent feeling is slightly melancholy) (Note: The members of the Running Man team gathered and a happy day began again) (Note: Make all kinds of facial expressions in front of the camera. The facial expression training meeting starts now~) Double Star endorsement, choose Double Star endorsement, be a smart brand In 2015, Meilishuo Group launched two star endorsements: popular idol Lu Han endorsed Meilishuo, and Angelababy spoke for Meilishuo's overseas shopping brand HIGO. As we all know, Lu Han and Angelababy are both important members of the Running Man team. The intentions of the Meilishuo Group are self-evident. The brand's choice of spokesperson is not without reason. Choosing Angelababy as the brand image spokesperson for Meilishuo HIGO and to serve as the chief fashion officer of Meilishuo HIGO is not unrelated to her image as a goddess. She was once featured in international fashion magazines for her century wedding. Her overseas influence and fashion acumen are self-evident. Baby's own characteristics: beauty, elegance, and light fashion, are very consistent with the target user characteristics of Meilishuo HIGO. The reason for choosing Lu Han is that as an idol representative of the younger generation and spokesperson for the post-90s generation, he has long been a label and symbol of youth and popularity for Meilishuo. His every move and even an expression can cause a storm, just like the nickname "Silly Roe Deer" he earned for his performance on the show. In the eyes of many people, Lu Han is now a "gold mine" and is even directly recognized by the media as the "most valuable male star." If consumers like this star, it will increase the probability of them liking the brand endorsed by him or her. What brands need to do is to integrate richer emotions into this association and amplify this emotion, so that the transmission of this "love" can be natural and efficient. The spokesperson himself has two effects: demonstration effect and group effect. The most common method of entertainment marketing is to encourage fans of these spokespersons to follow a brand or product through endorsement of the brand or product by the spokesperson. Grasping the trend, soft advertising placement is more accepted by users Soft advertising implantation marketing is undoubtedly a major trend in future brand marketing . But from the perspective of an entertainment program, instead of selling product placements to brands, it is better to give the placement opportunities to title sponsors, special sponsors, and industry sponsors. This will not only realize the commercial value of the program, but also make the overall program environment better. ” "Running Man" is a representative program that excels at soft advertising. Whether it is the director's announcement before each broadcast or the director naming the brand after the broadcast, the brand image has been deeply rooted in the hearts of the people. In addition, Angelababy and Lu Han, as spokespersons for the title sponsor, are also very dedicated. They often bring the brand owners closer in front of the camera, and subtly implant Meilishuo advertisements, achieving a win-win situation for the title sponsor and the program team. It can be said that "Running Man" has fully utilized the method of embedding sponsors and spokespersons. In the era of self-media, those who are not user-centric will be eliminated Looking back at the development path of Meilishuo, it can be roughly summarized into three stages: the first stage is to form a community where everyone can shop together; the second stage is to sort out all the products and make an aesthetic shopping guide catalog; the third stage is to continue to dig deep into the needs of white-collar women and continuously expand and enrich the community's ecosystem. Every business and marketing transformation is user-centric. In this era of self-media, various KOLs, leaders, and internet celebrities may all be your users, and each user is a marketing channel. Therefore, brand owners have begun to pay special attention to user experience and start from the user's perspective. The marketing value in the era of self-media is becoming more and more prominent. Nowadays, both inside and outside the circle, it is no longer possible for a company or a team to create a marketing legend. Sometimes, just one person's battle can bring about a marketing miracle. This can be said to be a major progress in the era of self-media. Now Meilishuo has begun to lay out in the field of marketing. Perhaps fan economy and self-media marketing are the next breakthroughs that Meilishuo is aiming for. In today's bustling Internet age, the growth of any industry is inseparable from the element of entertainment. In many cases, entertainment has become the most important factor and direction for industrial upgrading and popularity. The series of large-scale marketing plans by Meilishuo have only revealed the tip of the iceberg. It is speculated that in 2016, many brands will once again increase their spending on advertising , market promotion , and user experience. As for how much will be invested in entertainment marketing, we do not know. We look forward to everyone's new moves in 2016. APP Top Promotion (www.opp2.com) is the top mobile APP promotion platform in China, focusing on mobile APP promotion operation methods, experience and skills, channel ASO optimization ranking, and sharing APP marketing information. Welcome to follow the official WeChat public account: appganhuo [Scan the top APP promotion WeChat QR code to get more dry goods and explosive materials] |
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