[Topic Marketing Case] ​​A girl lost 50 pounds in half a year, several practical examples of weight loss marketing!

Today we solve a problem:

"Weight loss is so popular, how do we market it ?" 』

A fat girl who lost weight from 160 catties to 108 catties in half a year can create a stir in hot topics. There are two hot search keywords about her today.

This kind of KPI makes all public relations people angry and embarrassed: they spend a long time coming up with creative ideas, stay up all night... and the result is not as good as a fat girl's half-year blood and tears story.

In an instant, Guangzhou girl He Yan became an Internet celebrity. Moreover, it once again led the three major trends of Weibo:

① Posting selfies: Wow, it’s like everyone has been fat before.

②Show your determination: 8! See you again in half a year!

③Show concept: Come on, if you are ugly, don’t say you are fat.

This topic feast about losing 50 kilograms in half a year is no less influential, motivating, interactive and widely covered than the news that Liu Yifei had plastic surgery.

Digging deep into female celebrities is like a pool of stagnant water encountering a stone, creating endless excitement around the core topic. Watching the loser’s counterattack is like firing a gun in the woods, with everyone fluttering and chattering.

For ordinary people, the history of female celebrities' appearance development is useless. The most useful thing is to carefully appreciate other people's weight loss experiences, admire their comparison photos, and fantasize about what you would look like after losing weight.

People love to fantasize, so please provide them with opportunities to fantasize! Don't be stingy with the topic of weight loss, give them:

① Opportunity to take selfies;

②Expectation of weight loss;

③Self-worship.

Back to today's question, let's take: "How did He Yan, a junior girl, lose weight from 160 kg to 108 kg before and after weight loss" as the basis of the story, and see how to use weight loss marketing to create gimmicks, implant products, and take advantage of hot spots .

1. Create a gimmick

In this part, we need to use logical reasoning to create topics about the brand/product regarding weight loss. It is definitely not a soft article or hard advertisement that directly promotes weight loss.

Case 1: School Enrollment

College admissions has always been a headache for schools, and different people have different opinions on admissions creativity. However, the most effective one is "goddess marketing".

Even after marrying Qiangdong, Milk Tea Sister back then could still make people obsessed with her.

Not to mention the beautiful senior students from Renmin University and Fujian Normal University. They will give people two illusions: ① My mother no longer has to worry about my partner; ② With so many beauties, how can they miss a sister like me?

Therefore, goddesses are indispensable for school enrollment. However, these posed photos without stories lack soul and personality. When all kinds of schools are using this method, it will inevitably make people lose interest.

Only by packaging a senior sister with a story can students feel friendly and realistic, and begin to look forward to a beautiful campus life in the future.

Therefore, for campus enrollment, the logic of weight loss marketing is:

① Breaking out the weight loss story

②Dig deeper into the weight loss student girl

③Finding personnel sources

④Highlight school information

⑤Arouse public attention

Case 2: "Clothing Buyer Show"

As an online clothing brand, model photos on the product details page are indeed very important.

But compared to offline, without the "trying on clothes" process from ordinary people, I always feel like something is missing.

Therefore, many businesses love buyer shows. No matter where they come from, whether they are tall or short, fat or thin, as long as they look good in the clothes, consumers can be encouraged to place orders.

Buyer shows have been booming for so many years, but there has been no progress. Now, we add storytelling to it, and upgrade the buyer show with the interactive relationship between clothing and buyers, so as to promote the brand to become an Internet celebrity and the product to become a hit.

Therefore, for clothing buyer shows, the logic of weight loss marketing is:

① The hype merchants found the most beautiful buyer show

② The buyer’s counterattack weight loss story

③Merchants invite buyers to be models

④The buyer becomes an internet celebrity and endorses the merchant’s clothing

⑤ Launch the hot-selling items that are most in demand after losing weight

2. Product placement

Implanting products in forum articles is the most common form of soft-text promotion.

Usually, everyone is reading a family ethics drama seriously, but suddenly at the end of the article the topic changes and becomes an advertisement.

Nowadays, many self-media often use this format when creating soft articles, such as Gu Ye, Shen Ye Fa Wu, etc.

But now, the public is too smart, and this method is doomed from the beginning to not detonate the entire Internet. Because no one is willing to forward and interact for an advertisement.

A few days ago, Li Yan exposed Faye Wong's dressing table, which attracted many fashion people to interpret the various cosmetics brands. This is the trick we used.

Therefore, the more subtle way now should be: to expose part of the product information through photos, and then further confirm the product through big V + water army.

Case 1: Weight loss products

The photo is from He Yan. If a brand wants to do it, it will be implanted here.

Case 2: Body beauty products

The photo is from He Yan. If a brand wants to do it, it will be implanted here.

3. Leverage on hot spots

A girl lost 50 pounds in half a year, and it became a news push topic on Tencent. Don’t you want to take advantage of it?

So, which angle should we start from? Promoting a fitness center? Promoting weight loss pills? Or promote a weight loss companion app?

I don’t recommend the direct combination method. In the final summary of her weight loss, the girl said:

"Cold-boiled black fungus and cold-boiled cucumber are my favorites. Chilled asparagus with mustard soy sauce is awesome! Dried shrimp, baby cabbage and vermicelli casserole! Stir-fried shredded vegetables! Stir-fried bitter melon with fermented black beans! Lentil, tomato, corn, sorghum, barley and pumpkin casserole! 』

If I were the food editor of Douguo, I would definitely make an issue like this:

"Lose 50 pounds in half a year, teach you how to make He Yan's weight loss meal"

If I were a fresh food merchant, I would definitely have a promotional product:

『He Yan Weight Loss Meal Vegetable Pack』

"Vegetable package for losing 50 pounds in half a year"

Unfortunately, I am not you.

So, are you going to wait any longer?

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]

This article is compiled and published by the author: @杜大能耐投稿 (APP Top Promotion). Reprinting this article must be approved by Top Promotion , and please attach the link to this article!