How to create creative maternal and child advertising on Douyin? Learn about the 5 key words

How to do maternal and infant marketing on Douyin?

The idea of ​​Buddhist brands: Amitabha, no fighting or competing, just put it where it was put before.

Result: It did not reach the new generation of parents who were born in the 80s, 90s or even 95s.

The idea of ​​​​the Wolf brand: invest as much as possible! Place it everywhere! Cramming the most information into the shortest time, using a series of bombardments, allows the brand to be seen and remembered.

Result: The new generation of parents are already very tired from working and taking care of their children every day, and are not in the mood to listen to these repetitive sermons.

The idea of ​​salty brands: Do young people like to watch cute babies on Douyin? It is better to combine the brand with these contents.

Result: Maternal and infant advertisements become very cute or full of useful information, which makes users happy to watch and naturally like them.

Here comes the question: How should maternal and infant brands create creativity on Douyin? Many brands are confused: How to operate after opening a Blue V? Why can’t the number of fans increase? What kind of creativity can become popular?

To this end, at the "Seeing Beauty·Douyin Maternal and Infant Industry Marketing Salon" held on September 17, Dongdong Qiang, head of the ByteDance Marketing Creative Center, specially summarized five key words to provide guidance for maternal and infant industry brands to create vertical screen advertisements.

1. After singing this song together, we are friends

Discover aesthetic value and make users excited

1. Selling point: it is better to sing than to say.

Humming has been an important way of communication between mothers and babies since ancient times; music is also an important element of Tik Tok. Therefore, instead of stating the selling points in front of the camera, brands might as well try something different, like Wang Xi, the "Love Ambassador" of BlueZhen, who created a moving song "Blue Love" to encourage mothers and babies to hum along with the heartwarming melody.

2. Create good content for customized screens

The vertical screen is very different from the horizontal screen in terms of user viewing habits, the expression method of audio-visual language, and the flexibility of screen cutting. If you just copy the horizontal screen materials, it is bound to not be suitable for the local environment. Making good use of the vertical screen requires a bit of tailor-made ingenuity.

In May, Friso launched the #Growing Naturally and Having Fun# video series on Douyin, cleverly using the vertical screen to bring a sense of intimacy and reality of "picking up the phone to record at any time", leading the mothers in front of the screen to experience the joy of parent-child games together. Vertical screen creativity, a little idea can bring big surprises.

2. There are so many valuable things, are they hidden in the bottom of the box?

Explore the value of knowledge and win trust with expertise

Explore the value of knowledge and win trust with expertise

1. Practical information first, advertising second

When young people become parents, there is always a lot of knowledge and common sense to learn, and maternal and infant brands often have accumulated a lot of professional knowledge. Therefore, instead of directly exposing the sales purpose, it is better to package the advertisement into a video full of practical information, turning "sales promotion" into "recommendation".

2. Use science to support selling points

Every parent of a newborn is a rational person. They hope to find scientific evidence to prove whether the food their children eat and use is healthy. Therefore, if the information conveyed by the brand is endorsed by scientific research and embodies real and reliable promises, it will make the brand more trustworthy.

In March, Mead Johnson Enfamil launched the "Who Understands What Babies Are Born To Be" campaign on Douyin, inviting celebrity mothers and well-known parenting experts to serve as "natural decoders" to explain scientific knowledge about babies' protective power, brain power, and digestive power, which was full of practical information. This entertaining and educational format quickly increased users' trust in the brand.

3. Show off your baby in various ways here, not only will you not be blocked, but you will also become popular

Discover the entertainment value, cute kids are the eye-catcher

1. Let children be the protagonists of advertisements

In advertising, there is a famous 3B principle - Beauty, Beast, Baby. These three elements can be regarded as the most effective rules for impressing the audience, and this rule is also being continuously verified on Douyin. Therefore, maternal and infant advertisements can let children play the leading role, fully display the children's real life, and touch users with the children's own cuteness.

In May, the #EnMeiliYuanQiBabySportsMeeting was launched on TikTok. The official video showed various sports moments of babies running, diving, playing football, etc., accompanied by joyful commentary, which was full of cuteness. Soon, this video attracted the attention of a large number of mothers.

2. Dramatize the small details in life

Taking care of children day after day will inevitably make people lose the novelty. But reinterpreting it in a dramatic way can help parents look at their lives from a new perspective and better attract more users.

Mead Johnson cleverly used the dynamic editing and music functions of TikTok to edit and freeze the baby's various movements such as swimming, climbing stairs, and sprinting, making the seemingly ordinary moments full of drama.

4. Celebrities who don’t dare to show their true nature are not good parents

Explore emotional value and arouse user empathy

1. Turn selling points into opinions

Tik Tok is not only a world for celebrities and KOLs, but also a stage for ordinary people. Therefore, celebrities here should not just be high-priced "announcers", but should combine their own real experiences as parents to bring out brand information in their opinions and arouse user empathy.

In December 2018, Douyin launched the "Star PD Plan", creating and launching a series of IP short videos from multiple angles around the real work and life of celebrities. The video that Qiao Zhenyu carefully conceived is one of them. "Behind all beautiful things there is care and persistence that we cannot see", "This ad is amazing", "Ads are also good-looking series"... After three short videos, Qiao Zhenyu and the German HiPP he recommended have achieved good market and user response.

5. What are hot memes? Isn't it just a trick to take advantage of the popularity?

Explore the value of interaction and create a big event for everyone to play with memes

1. Use the hot topics on Douyin to become popular on Douyin

On Douyin, hot memes are created every day, and the phenomenon of "one meme makes a group of people popular" happens from time to time. Maternal and infant brands can also leverage the communication potential of hot memes to relax viewers’ vigilance, prompting them to spontaneously spread the content a second or third time, or even create a major event in which everyone plays with the meme.

Feihe Milk Powder used the currently very popular countdown BGM to produce a short video. Through a 10-second countdown, it showed 10 different scenes, from the pasture to the processing plant, to the supermarket, and finally to the baby's mouth. It showed the production process of Feihe Milk Powder from multiple angles, making it a favorite milk powder for Chinese babies. Among them, popular BGM also helped the brand gain more attention.

Just imagine if this ad could still attract users’ attention if the background music was changed.

There are too many hot memes on TikTok, which are all good ways for brands to take advantage of the popularity.

Do you get all the above keywords?

Ultimately, only when users feel that the products are enjoyable to look at, easy to use, interesting, exciting, and want to play with them, can maternal and infant brands truly stimulate user interest and gain recognition from the majority of maternal and infant populations.

Author: Tik Tok

Source: TikTok