Durex planner Jin Pengyuan: Why do I always emphasize that people should be interesting?

Why do I keep emphasizing fun? Because everyone here has a dream of getting rich. Although some people are engaged in communication, some are engaged in marketing , and there are probably some sales advertisements, but in any case, everything you do is dealing with and communicating with people. When you are about to tell users about your product, what is the most important thing at this time? That's what you have to do to be interesting.

Why do I keep emphasizing fun?

About ten years ago, sorry to reveal my age, I went to some chat rooms. Which netizens made people feel the most uncomfortable? The most annoying things are those netizens who have hateful faces and boring words. Similarly, when we communicate with others, we also find that only fun can make creativity take off. Of course, any emotion must be preceded by rationality. The so-called rationality is how is our income, the environment we are in, the product itself, or our competitors? But when you show it, make sure it's funny.

Now each of us opens our phone an average of 267 times a day. We check our friends' circle in the morning to see what the weather is like today, and read Master Hsing Yun's preaching methodology before going to bed at night. I have surveyed more than 3,000 people, and on average each person is exposed to 100 to 200 brands every day. In this age of information explosion, what kind of brands can leave a deep impression on us?

Interesting creates effectiveness, timeliness creates effectiveness

So only fun can create effectiveness. Back to the social network itself, it started with chasing hot topics, then the advertising law came out, and then a new platform came out. There are too many strange phenomena in the industry I am talking about.

WeChat has been around for four years and we can find millions of public accounts. How many of them are doing very well? Which ones have truly moved from offline to online, and which ones are innovative? No, very rarely. So first of all, let’s reflect on what our original intention is in doing this industry? How to use fun to create effectiveness on social networks. All communication actually comes down to two words: sales.

What do we consider interesting today? Otherwise, they will fight and tear each other apart. This kind of sensationalism and shoddy work will cause chaos in this industry.

Some people make shoddy products and try to attract attention in order to make their content popular. This promotion has generated 100 million topics and 5 million downloads on social networks. People who have not conducted any investigation or research believe that this is true and that this method is the right one. Therefore, every client who sees the communication company will say that the purpose of this social network promotion is just four words: to set off the entire network! But in fact, you will find that if you break away from your so-called marketing circle of friends, the advertisements you make may never be seen by ordinary consumers.

This industry is long-term, transparent, lasting and sincere, but this industry is not omnipotent, nor is it absolutely impossible without it. But what if we don’t think about our goal and what problem we want to solve when we start? Which platform should we go to? What means can be used to solve this problem? Then your creativity may always remain at "Let's make a long Weibo post," "Let's find a joke teller," or "Or let's make a viral video."

The driving force behind active communication must be related to "me"

We hope that consumers will actively spread the word. We hope that our dissemination can result in 30,000 to 50,000 reposts and 5 million reads. We hope that the WeChat article will have over 100,000 views.

So why do consumers forward this article and this idea? Can you guys check what you have recently forwarded on Weibo or WeChat on your phone? Either you don't forward it if you're not a Chinese, or it's something like there are no messy conditions and you can have a chance to win an iPhone 6 just by forwarding it, or it's the top ten things young ladies should pay attention to in the workplace. On the other hand, when you are creating something creative, does your creativity have anything to do with them?

Basically, it's hard for us at our age to see what the world is like. But most of our creativity is not related to me, but to the leader. The leader was born in the 1970s and said he couldn’t understand what you were talking about. The leader said it was not possible and our boss’s photo was not put on it. Otherwise, he would say that the cost was too high and asked us to reduce the cost. If advertising is a compromise, please don’t do it. Because if you don't fight him to the death, he will fight you to death.

Why talk about the post-90s generation? Today a customer told me, Lao Jin, we hope to invest millions or even tens of millions to cooperate with you. What are your requirements?

I said yes, but the simplest question is, is your brand speaking to the post-90s generation? If not, if you want to speak to those born after 1950, please go to China Senior Citizen News. This newspaper has a high sales volume. Every time I go home, my mother asks me to buy a copy of it, and she buys it when I'm not paying attention. You can also appear on CCTV, but if you go into social networks, you will find that 76.8% of active people on social networks today are born after 1990.

Why speak to the post-90s generation? Because people of this age group want to be recognized and are willing to express their attitudes, and they have not yet formed their own views on material things, so your advertising is likely to impress them and make them interested. Even if you play ten thousand mobile phone ads in front of me today, I won’t watch them.

In this case, why do we ask you whether you like Fang Zhouzi or Luo Yonghao during the company's written interview? Because only by finding people who can communicate with the post-90s generation can we do interesting communication. They should be a group of innovators. This innovation is not PPT innovation, but requires sufficient patience and interesting creativity. They may be a group of rebels who desire freedom more.

Nowadays, children born in the 1990s seldom play with others when they are young. Those born in the 2000s and 2010s tend to be more self-righteous. I don’t think it’s wrong. The important thing is how to change rather than cater to others.

Since we want to talk to them and communicate with them, how can we understand them? What if you as a leader don’t understand these things? There's nothing I can do. So every day when new words appear on Weibo, I have to check to see what happened. What's going on? How come this guy married his mistress? You must be curious about the world and tell yourself that you are not a person born in 1984, but a person born in 1990.

Creativity is a combination of solid theory and courage to practice

Everything you do must be based on rationality. We often say that we are creative, we are advertising dogs, we are editors, so we say that you have to take a product to study it, understand it, and know it. You must at least have read "Principles of Marketing" and know what the long tail effect is, etc.

Advertising is definitely not about being imaginative or coming up with a plan by just carrying your IPAD, listening to music and ordering a latte at Starbucks. Do you think a plan is the result of brainstorming by a large group of people? Because we ourselves have no common sense, we often watch many things and see how others do them, and then we do the same thing as they do. There can be no good advertising without understanding human nature, and it is impossible to give the audience a refreshing feeling without in-depth research and understanding of the product.

Finally, 95% or even 99% of our marketing can be summed up in two words: self-satisfaction. What is the history of a product, what is the product itself like, who are the competitors, who is the spokesperson, Red Bull plus eggs may seem very silly to Red Bull scientists, but it is very popular in China. Hennessy plus green tea makes everyone who knows a lot about wine feel sad, but adding green tea makes the wine taste better, and people who usually drink one or two ounces will drink four ounces, which increases sales. Drinking a bottle of mineral water in the morning is different from drinking mineral water before going to bed at night; it is also different who you drink with, whether it is with a particularly ugly girl who is pursuing you, or with the goddess you want to pursue but cannot pursue.

Formulas for creating interesting ideas

Combine the seven on the left with the seven on the right, and you will have 49 creative combinations. Each product under this combination can find 50 sub-items, which means more than 200 or even more. Is creativity difficult? It is not difficult. We think creativity is difficult because we don’t have contact with the audience, we don’t have a deep understanding of it, and we don’t have common sense, so we say creativity is difficult.

Where do we spend our time? Spend time joking with others on WeChat and blindly pursuing so-called romance. We have lived in the virtual world of the Internet for too long, so how can we possibly get in touch with life itself?

How can we follow hot topics in an interesting, effective and meaningful way?

Let me tell you about hot topics. People always want to see where the excitement is happening. This is human nature. There is nothing wrong with following hot topics on social networks, but it depends on how you follow them.

For example, on Double Eleven , Tmall was reporting the hourly figures and sales volumes. The first reaction to Durex was that its figures were much larger than its figures. I said, what could be much larger than their figures? There is no doubt that the number of sperm must be much larger than them. When the rush is over, if you are still repeating your creativity, you will be poor, so what number is larger? We came up with the idea of ​​selling condoms to help couples save more money on milk powder.

The hot topic is not that today a celebrity is getting married and I post a few photos of the celebrity and then wish all lovers in the world to finally get married. That is what the Civil Affairs Bureau does. What we should think about is whether this thing is consistent with our own brand. You will find that when you create a hot topic, if it is related to the brand, you will definitely get more responses than usual.

I have seen three or four hundred brands do this, it’s just a matter of what attitude you take. Should you discuss this hot topic with 20 people in your department? After ten minutes of discussion, the leader said we have decided to start following you. You do it and publish something. Leader A says it’s not good, and leader B says it’s not good. If it’s not published after two hours, then it’s no longer a hot topic.

On the night when Han Han's "No Regrets" was released, we bought their copyrighted images. When making advertisements, we must respect the hard work of other creative people. Our actions successfully attracted the attention of Han Han's producer, and they took the initiative to give us the posters. For every movie we interact with today, we must obtain the other party's poster authorization.

You must have a clear idea of ​​your brand and what you are going to do in the next five years? What to do in the next ten years? What is the connection between your brand and sales during its development? What should you serve? It’s not creativity for the sake of creativity. We should devote our entire lives to doing one thing. Even if the industry is dirty, you should still be willing to overcome it instead of grabbing some hot spots and trying to be clever. But there are many bosses who are eager for quick success and think that we are doing a good job, so they pay us more, and thus we make more money. But if you look at this industry, it is actually a place of misery.

Whether it was an Apple press conference, or when Wang Leehom and Li Yundi announced their relationship, or during the Olympics, every stupid customer put the five-ring logo here. We were promoting lubricants for a client at the time, so we would say “slippery as a home”, which happened to be a perfect combination with the current hot topic of the successful bid for the Olympic Games.

If you are doing advertising, and you start to call your customers stupid in your mind, you will do that once, twice, and the third time and then stop doing business with them. If we want to achieve effective results, Party A and Party B must have the same understanding, mutual trust, and joint risk-taking. Whenever Party A is at risk, Party B should be the first to step forward instead of shrinking back. If there is a problem and I am wrong, I will admit it immediately. If there is no sense of security and trust with Party A, our communication costs will be very high.

This industry makes money by brain

How does this industry make money? It all depends on your brain power. If you earn 100 yuan an hour doing the first thing, and you earn 1,000 yuan by working for 20 hours, I would rather earn 100 yuan an hour. Most people have not thought through this industry. This industry is a hard industry. This industry is the industry that stifles our art. If you think this industry is not good, change to another industry. Don't stick to it. If you stick to it, you must think clearly about how to build trust with the client. There will be quarrels, but we must work together to build trust between each other.

Let’s take another well-known Internet company we have served as an example, Momo. For Momo, it wants to change the inherent perception of itself in the minds of its consumer audience. But you know that many inherent perceptions are long-standing and very difficult to change.

If you want to change the audience's perception of a brand or a product, you have to suffer a lot and make a lot of effort. Nothing can be achieved overnight. I didn't get the rhythm right with the client, and sometimes I couldn't sleep or eat, but I could only keep moving forward and overcome difficulties until one day I got this thing done.

There is a rule in social networks: everything you do is not always moving forward, but has ups and downs. In most cases, every brand and every customer wants to move forward, but even the well-known General Motors company has experienced three years of no growth. We must first tell our clients what the facts are. Don’t hide, don’t exaggerate, and don’t fool around. You will pay a price for every lie you say.

Another point is that the power of words today comes from action. What is action? I remember when we were making McDonald’s Chinese Valentine’s Day promotional advertisement, our colleague asked Lao Jin if he had ever had a relationship in college? Can you tell me where to go for love? My answer is, Xiao Shulin, and occasionally go to McDonald's. What do you most want to do when you go to McDonald's? Don't close the door and don't leave the night bus so early. So he came up with the following slogan.

If you want to make something different, you have to overcome your fear

Likewise I say if you want to do something different, overcome your fear. When we do communication, we must find the fear points and think of ways to overcome them before we can move to the next level. We used to do H5, what is this thing? If it is a good or interesting thing, it can exist for a long time and people can spread it by word of mouth.

We spent a month, a lot of money and manpower to build the Durex Art Gallery. The gallery closes at 12 o'clock. After entering, you can buy works of more than a dozen artists. The background music is the copyright of Dou Wei's music. We also added some effective interactions. For example, we set up some stars. When you click on these stars, coupons will appear.

There is a key in the toilet. You have to take the key back to the locked place and then follow the next step, otherwise you can't get in. After the end, you will directly enter an advertisement introduction of lubricating oil, and then jump to JD.com's purchase page. Without spending a penny on large-scale promotion, the sales of this lubricating oil increased 20 times.

Behind the brilliant achievements there are a lot of unknown hard work. Don’t just see the thief eating the meat but not see the thief being beaten. Our art director was nearly going blind from drawing single lines, and the technical team that worked with him said, "Old Jin, you guys are all Virgos, right?" There is no such thing as overnight success. Sometimes, even if you put a lot of effort in, you still don't know how to do it. So just forget about it and do the next thing that might be successful.

If you succeed in doing something, then you are so lucky, 100% lucky. Why do you still need to advertise? Just take a gamble, or buy stocks that skyrocket 20 times. Why do you still need to advertise? If you do something a hundred times and do it seriously every time, it will be worth it even if you succeed only once. Don't complain about the unfairness of fate, just look at how lazy you are in your daily life.

Just care about the good and bad things that the people you care about say to you.

Let’s continue talking about Momo. The purpose of making a lot of posters is not to forward them, but to expose them again and again, to tell others how Momo is today.

Indeed, judging from the data we monitored, there have been positive changes. Similarly, not all social networks are flat. After Momo 6.0 was upgraded to interest circles, the most common problem people complained about was that people had no common interests and often talked at cross purposes and were not on the same channel.

We wondered if we could make humans look like this, so we found someone in Spain who specialized in taking photos of people with animal faces to use as advertising images. Now that we had the promotional images, what should the copy look like?

I did this: I asked the team members to go to all the social platforms where they can chat, whether it was Douban, Tianya, WeChat, etc., and chat as much as they wanted. Not long after, a colleague reported that he was extremely introverted, unable to chat, and had social phobia. So the following text was produced.

Another point is that there is no advertisement that everyone thinks is good. It’s impossible. Jobs is so great, but many people still think he is not good. You only need to care about what those people you care about say good or bad about you. I never care about what people who don’t care about me say good or bad about me.

The Internet has not alienated us, but has only brought us closer together.

Is today still the era of eyeball economy? Can we achieve sales success by grabbing eyeballs? Now they turn around and burn down the building, saying no, it's too dangerous, and ask you to run naked, saying no one will see me running naked, and I say you should run naked with Lin Chiling.

If marketing results in everyone cursing at each other or fighting each other, it will only bring negative energy to this society. Because in communication, what we need to do is to tell everyone what is good, what is right, and what can be sustained for a long time. We can look back in five years and find that every marketing campaign must have a transformation.

Finally, why do we say that social should be outside of social? Truly good communication should be integrated from the product end to the sales end to the logistics end, and finally to the unpacking. Many of our companies have this awareness, but in the process of this awareness we must also learn to peel off ourselves. I believe that the Internet will not die, mobile Internet will not die, and the relationship between people will only become closer and closer.

It's been over an hour. Thank you for listening. I hope that we can work together to make this industry better with some interesting things. If you think you are an interesting person, you are welcome to be a guest of Huanshi Interactive.

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