Talking about the foreplay and climax of brand marketing from the wedding of Wu Qilong and Liu Shishi!

Wu Qilong and Liu Shishi officially held their wedding in Bali on March 20, which took the lead among countless hot spots. The article uses this wedding to trigger thoughts on the planning of major events and activities. Let’s learn from Nicky Wu and Liu Shishi how to plan a successful event!

On March 20, 2016, Fourth Master (Nicky Wu) and Ruoxi (Liu Shishi) officially held their wedding in Bali. Although there were many hot topics on that day, such as the Spring Equinox of the 24 solar terms and Leo's visit to China to promote the movie "The Revenant", the news of "Nicky Wu and Liu Shishi's wedding" deservedly became the number one.

As of 22:00 on the 20th, 1.81 billion views

This is the real-time hot search list on Weibo, where the No. 1 topic is "Wu Qilong and Liu Shishi's wedding", the No. 4 and No. 8 are "Liu Shishi's mother" and "Liu Shishi's bridesmaid" respectively, and the No. 6 "Hu Ge's absence from the wedding" is also extremely popular. Four of the top ten are related to their weddings, which shows how much attention celebrity weddings receive.

This article is not just a simple report on a celebrity wedding, but also triggers thoughts on the planning of major events and activities from this wedding. Let’s learn from Nicky Wu and Liu Shishi how to plan a successful event!

I will interpret it from two stages, analyzing it as "foreplay" and "climax", and you can learn from it.

1. Foreplay: Be prepared

When we do marketing, we usually do some preliminary preparation work, laying the groundwork and warming up before big events or activities to attract attention.

Take the wedding of Nicky Wu and Liu Shishi as an example. The two met while filming "Scarlet Heart" in 2011. At that time, there were rumors among fans that they were together, but they did not announce their relationship until 2013.

Announce your relationship = announce your event at the right time:

[Event Point] In the early morning of November 13, 2013, Wu Qilong posted a close-up photo of the two on Weibo, officially announcing their relationship. At noon that day, Wang Feng was going to release a new song, and this time point triggered a wave of entertainment topics about "Wang Feng on the headlines".

[Learning Points] The first is timing: If you are planning an event, it is best to take advantage of the trend when releasing the news, such as when it is a certain holiday, or someone in the same industry is holding a press conference. This can trigger associations among the media and netizens, and create a topic at the same time. The second is the revelation: the news of Wu Qilong and Liu Shishi’s relationship was released after someone took a photo of the two of them dating. This is actually very similar to some event planning. For example, before Papi Jiang announced that she had obtained 12 million in financing, a picture and text that went viral on the Internet and WeChat Moments was about Papi Jiang meeting Luo Zhenyu. The wide spread of the picture also led to a lot of speculation. The next day, it was announced that Luoji Siwei had participated in the investment in Papi Jiang. If you are publishing an event, you can also add some suspense or "leak" before sending the message.

The picture above shows Nicky Wu announcing his relationship

The picture below shows Papi Jiang and Luo Zhenyu

(It is said that Luo Zhenyu said this passage was not his original words)

Announcing the marriage = the stage event heats up:

[Event Point] On January 20, 2015, Wu Qilong posted his marriage certificate and ring on Weibo, and said "cherish happiness". Later, Liu Shishi also reposted the Weibo and said "we are very happy." This triggered a wave of companies taking advantage of the opportunity and netizens sending their blessings.

[Learning Point] When planning major events or activities, if there is a long time interval between the announcement of the event and the day of the event, new topics need to be gradually heated up to achieve the purpose of informing and activating. In the case of Wu Qilong and Liu Shishi's wedding, the first time was about their romance, and the second time was about their marriage news, that is, the news was amplified little by little. The same is true for event releases. The staged event releases must continue to be explosive. For example, when some digital products release new products, they will hold one or two media and fan meetings in front of them, and separately bring out some functions, topics, and event revelations. The purpose is to mobilize the interest of the whole people to participate.

Confirm the wedding time and place = formal event invitation

[Event Point] I don't remember when it was, but Wu Qilong and Liu Shishi's wedding was scheduled to be held in Bali on March 20, 2016. The news began to spread on the Internet, and later netizens witnessed the two taking wedding photos in New Zealand, and their happiness index was off the charts.

[Learning Point] Targeted publicity should be carried out on the eve of the event. Some giants, big names participating, event invitations, etc. can be spread through social media. For example, the second China We Media Conference held at the end of 2015 was spread through many We Media people. Running Man Zheng Kai will be present at the conference, and so-and-so big names will also come, etc. The continuous publicity also directly targets the day of the event.

2. Climax: Full fire

The climax of an event is the critical period for triggering major events and activities. If it is a press conference, the day of the press conference is the most important. The week and day before will be the time to concentrate all efforts and gather various resources to trigger topics.

"The wedding of Nicky Wu and Liu Shishi" is a good template and is worth everyone's reference and learning.

Introduction of multi-dimensional manufacturing topics:

[Event Point] The news topics surrounding Wu Qilong and Liu Shishi's wedding can be described as three-dimensional integration. In the early stages of the wedding, news about the two of them basically covered the entertainment, technology, and financial sections. Wu Qilong now appears in various news stories as an actor, producer, investor, and other roles. Keywords such as "1.08 billion, Straw Bear, Baofeng Video" and so on appear in news stories from major media outlets.

[Learning Point] Explore topics from the protagonists of events and product features. For example, Wu Qilong’s combination with Baofeng as an investor, and the rising stock price combined with the wedding, later there was news like “Feng Xin of Baofeng Technology gave gifts with shareholders’ money, Wu Qilong’s betrothal gift increased by 200 million in March”. Before the product launch conference, can we explore what information is available about the CEO and participating shareholders, or think about what topics are there in different media.

Quick capture of on-site topics:

[Event Point] On March 20, the wedding day, many topics were generated. We saw that there were three topics related to them on Weibo’s real-time hot search list. To summarize briefly:

➀Liu Shishi’s mother: Ranked fourth on the topic list, it can be seen that she is very popular. Netizens are praising her mother’s temperament and figure.

➁The Little Tigers reunited to welcome the bride: The Little Tigers brought back so many people’s memories! Sing "Green Apple Paradise" again.

➂Hu Ge missed the wedding: I don’t know who planned this topic, but it has 100 million readers today.

[Learning Point] Every event will have its hot spots, whether it is a preset link or an unexpected event, such as the mothers of Wu Qilong and Liu Shishi and the reunion of the Little Tigers at their wedding. The former existed and was captured by the media and netizens to form a topic, which in turn attracted attention. Does it look like the Baidu girl that was made popular by netizens at the previous Baidu annual meeting? The latter is a fixed link, such as a ceremony in an event we plan, or an important guest, which also attracts attention. There are also unexpected events. For example, the chairman of the board fell into the water during the recent vivo smartphone launch conference, which was an accident. However, this conference also made it into various social news, capturing the unexpected events at the scene and helping to amplify them, resulting in a multiplier effect.

The integration effect of cooperative brands:

[Event Point] There were many cooperative brands at the wedding of Wu Qilong and Liu Shishi, from roseonly flowers to Lancome cosmetics. Various brands took advantage of the celebrity wedding and also became an important communication channel for the wedding.

➀roseonly

Roseonly has been very successful in recent years. It has combined with celebrity weddings, embedded itself in popular film and television dramas, and redefined the way flowers are sold. This time, roseonly was the best choice for the wedding of Nicky Wu and Liu Shishi. And they also made a customized version for Liu Shishi’s birthday.

➁LANCOME

There are also other brands participating in the diamond ring, wedding candy, etc., which are not listed in detail. Other brands do not have much publicity on social media.

[Learning Point] When we do some events and activities, sometimes we will join some brands to participate. In addition to endorsing our own brands, or being a supplier of a top function of a product, there is also cross-border marketing. How to use the fan association of each brand to create a cross-border ecosystem at the same time, such as the "one-click call XX" played by UBER and various brands. I have written an article "Inventory of Uber's Top Ten Cross-border Marketing Cases in 2015" and another one about the marketing case of Amazon and Thomas the Tank Engine (Related article: "Three key points of cross-border marketing from express boxes becoming the first advertising medium")

From foreplay to climax, an activity, an event, a wedding, the whole nation's attention has been attracted by entertainment, society, technology, and financial topics. After this celebrity wedding, we will see various reports. Various media and self-media will combine their own characteristics to leverage content marketing. For example, Wei Jiadong's self-media will analyze wedding planning and communication from a marketing perspective, and tell everyone how to make an event a global sensation like "Nicki Wu and Liu Shishi"! For example, the media that covers dressing will definitely comment on the attire of the bride and groom, the best man and bridesmaids, and the wedding guests... In short, after the climax, there are still many after-shows to continue.

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This article was compiled and published by (APP Top Promotion) by @魏家东. Reprinting this article requires the consent of Top Promotion , and please attach the link to this article!