From NetEase H5 and Durex, how can we mass-produce creative ideas that integrate brand and effect?

Starting from the cases of big names, we can conduct a more detailed review and analysis of their playing methods and infer their creative logic.

I will discuss this article like this:

1. What is the creative production process behind NetEase’s popular H5?

2. What is the commonality behind Xiaomi’s multiple creative planning cases?

3. Is there any pattern to Durex’s creativity?

4. Summarize the common characteristics of the above playing methods.

01 Review of NetEase’s H5 Case Study

NetEase is awesome, to what extent has it integrated its brand and effects? The cost of an H5 is less than 200,000 yuan, and it only takes 10 days from the idea to the launch, with sales reaching 6.9 million!

Let’s analyze : NetEase’s promotional event H5 “Pig brain triggers NetEase’s major public relations crisis”

First, the creative production process formula:

Creative SOP process = exploring the biggest benefit point + finding creative opportunities + using motivation + 6 principles of creative stickiness (simple + unexpected + credible + story + plot + specific) + focusing on brand-effect integration + testing before dissemination

Case Background

NetEase has a big promotion where you can choose 16 items for 99 yuan. How can we package it in a more interesting way so that users will know the information and be willing to spread it?

Creative Review

Keyword: Promotion (magnify the biggest benefit points of the event and carry out creative packaging)

Looking for creative opportunities: I saw a company complaining about a small mistake in operation online. They accidentally drew 20 people instead of 5. I got the inspiration.

Derive the theme

#NetEase Xiaomei's work mistake story# "Pig brain triggers NetEase's major public relations crisis"

Exploiting motivations (loss aversion + curiosity and gossip)

For users, discounts caused by mistakes are more attractive than direct discounts, so we copied the example and set the price of 99 yuan for 6 items to 99 yuan for 16 items in H5. The fact that employees make mistakes at work is very immersive.

In addition, users have gossipy questions in their minds: What is the relationship between Pig Brain and NetEase? Why does a public relations crisis occur? What crisis is happening to NetEase?

Format: H5 story

Story packaging: 6 principles of creative stickiness (simple + unexpected + credible + story + plot + specificity)

1. Character image

Inspired by real life, the entire team jokingly called themselves the Ten Beauties of NetEase, and one of the male employees identified himself as Xiaomei. Based on his creation, he created the image of a fat, cute, often confused and mistaken boy named "Xiao Mei"

2. Main storyline

Because Xiaomei loves to eat, so I delayed the work

3. Additional details:

• NetEase Pig Factory Stalk: Everyone calls NetEase a Pig Factory, so Xiaomei is given the trait of loving to eat pig brains to nourish her brain.
• Boss Ding's emoji package: NetEase likes to use Boss Ding's emoji package internally. This detail is interspersed in the H5, which is very specific and interesting: everyone is swiping Boss Ding's emoji package, and Xiaomei accidentally sent Jack Ma's emoji package and was kicked out of the group

Strengthening the elements of brand-effect integration

1. Judgment criteria

If we remove the brand part from this idea, can it still exist independently?

If the part of the creative idea that encourages users to spread it has nothing to do with the brand itself, but relies on external elements, such as character expressions or jokes, it means that the key points of the creative idea are separated from the brand's interests.

2. The approach of integrating brand and effect

• The main plot of the story revolves around the brand's interests. For example, the main plot of Zhu Xiaomei's story is about whether she made a mistake in choosing 6 or 16 for 99 yuan.
• Embed points in the storyline that may make users share, and add jokes to build up the rhythm. For example, there will be a laugh or excitement every few minutes, similar to the jokes in the Tucao Conference.
• Guide purchases: Don’t waste any opportunity to communicate with users and get them to take action. At the end of each H5, there is a point to guide purchases and encourage users to take action. Sending red envelopes or link redirects, etc., cannot be creative just for the sake of creativity

Testing and dissemination

• Test it in the circle of friends first: let colleagues within the company share it personally first to see the forwarding rate and participation rate.
• Community promotion: If the test data is good, promote it in various NetEase product communities, such as Kaola's shopping expert community, workplace community, etc.
• Large-scale resources: When you see someone you don’t know well start sharing on their own in the circle of friends, it means that the H5 has the potential to become more popular. Start looking for large-scale resources that match the tone of the H5 to place ads. Generally, you will find two or three

The above is a creative cycle of NetEase H5 planning. Let’s review the formula again:

Creative SOP process = exploring the biggest benefit point + finding creative opportunities + using motivation + 6 principles of creative stickiness (simple + unexpected + credible + story + plot + specific) + focusing on brand-effect integration + testing before dissemination

02 Review of Xiaomi’s multiple creative planning cases

The creative production process is basically the same as NetEase. The formula emphasized by Xiaomi’s chief planning officer is:

Sexy planning = excitement point (what to tell users, what is the relationship with users) + keywords (what motivations of users are in line with) + sense of surprise/topic/show-off (how to get users involved)

Original article from: "Xiaomi Planning Director: How are the powerful planning and creativity generated? 》Mantou Business School

Let's disassemble three cases of Xiaomi in different periods:

Case 1: #I am addicted to mobile phones#

background:

In 2010, Xiaomi was not well-known. Before launching a new mobile phone, they needed to do a promotional activity. The purpose was to encourage enthusiasts to spread the word and let more people at least hear about Xiaomi.

Combined resources:

Xiaomi's early fans, Xiaomi community platform, Weibo, Lei Jun's personal influence

Creative review:

Keywords: needs to be related to mobile phones, people usually discuss and share

Taking advantage of the situation: 2010 is the year when smartphones are replaced from the traditional Symbian system to the Android system. People who play with smartphones deeply call themselves "mobile phone addicts".

Theme: #I am addicted to mobile phones#

Exploitation motivation/excitement (social attribute show-off + nostalgia):

1. Chat with friends at the dinner table, "What do you think of my mobile phone?...", "What was my first mobile phone...", "I have spent so much money on mobile phones in recent years..."

2. Look at how many phones I have used and how much money I have spent. I feel like showing off.

Form (customized + interactive):

By clicking the mouse, mark the mobile phones used by users each year - you can simultaneously input stories about each mobile phone and about yourself (the stories come with surprises) - form a user-customized mobile phone chronicle - label users to determine what level of mobile phone control they are, such as novice level, hardcore level, and Shenma level - generate signatures for users to spread themselves - add social functions: share to Sina Weibo with one click, and when you find someone with similar experiences as you, you can go to Weibo and @ him (interaction comes with surprises)

For example, my first mobile phone was a Xiaolingtong in 2003. What were my second and third mobile phones in different years? I can also enter my own stories about the phone, for example, I used this phone to send text messages to a boy I had a crush on, and I didn’t dare delete any of them. Finally, a personal mobile phone chronicle will be formed.

Activity results: In about a week, the activity attracted about 1 million users

Case 2: #Our 150 grams of youth#

Background: The company has launched a low-profile mobile phone. What kind of packaging and promotion is needed?

Combination of product selling points: In 2011, Xiaomi launched a downgraded version of the mobile phone, from dual-core 1.5G to dual-core 1.2G, and the price is relatively cheaper. Therefore, we define the purchasing users as students with poor financial ability, and refine the key words of the product selling point into: campus

Difficulty of the topic: After being refined into campus, how to package the product and how to combine creativity to make this low-profile version of the mobile phone more popular?

Creative review:

Keywords: Keywords related to campus: youth, what is the connection between mobile phones and youth, and the interesting combination of "youth + weight" from "I have lived for so many years but I can't keep 2 kilograms of youth!"

Theme: #Our150gYouth# (the weight of the phone is 150g, and this phone is defined as the youth version)

Exploit motivation/excitement (nostalgia/emotion + celebrity endorsement + curiosity):

Everyone has been or is in youth; Lei Jun's youth micro-film arouses curiosity and the audience's interest

form

Preheat

1. Focusing on the youth topic "#Our150gYouth#", we published illustrations about college life, such as hanging socks in the dormitory, failing a course, eating skewers at the school gate, etc., which aroused users' curiosity, "What is Xiaomi doing as a mobile phone manufacturer?"

2. Make the illustrations into an animated micro-film with nostalgic music, #Our150gYouthPart1#

3. Viral video dissemination: #Partner Youth Microfilm#, bringing together Lei Jun and other 7 co-founders of Xiaomi to shoot a campus microfilm

4. Mysterious activities warm up the press conference: #Don't miss the youth#, please pay attention to #May 15th Youth's Major Events#. The details are not disclosed, but users need to pay attention to get "tickets" (you are the VIP number, the row and seat, creating a sense of presence, and can also be shared on Weibo)

Hot product: New product launch on May 15

1. Home page of the official website:

Instead of putting a mobile phone, I put seven old boys (taking advantage of "The Girl We Chased in Those Years") to pay tribute to the movie, and wrote all the above configurations like the poster

2. Creative and beautiful youth mobile phone box

Interactive communication ideas triggered by boxes: Guide users to answer "If you have a box of youth, what would you put in it", such as: on the left is a box of a tall, rich and handsome man, his youth is drinking foreign wine, carrying gold bars in his bag, wearing a branded dress, and raising a Dalmatian; on the right is a box of a loser, with a brick in his bag, drinking Erguotou, and raising a small local dog, so that users can share and spread

3. Guide purchase: sold out in seconds

Weibo forwarding activity: forward + give away a youth version mobile phone every two hours: Weibo forwarding pictures continue the sentimental tone, made like a book (the activity broke the record of the highest number of forwardings in the history of Weibo, which is 2 million)

This also reminds me of a very interesting case, #Local Climate Human Body User Manual#

Background: If you take on an advertisement for a plaster, how would you do creative content marketing?

Creativity: Instructions for use of the human body

Form: Through the creative form of assembling human body, combined with the common problems of today's workplace people, such as "fat, mouse hand, baldness", etc., extended to the pain of athletes, and entered the product theme of "not afraid of pain, fight hard" Tianhe Gutong Plaster advertisement

Case 3: Make an appointment to share your living room and win a TV

background:

1. Combination of product selling points

The first TV for young people, the product selling points are summarized as follows:

• 1. It is suitable for young people's living room size. 47 inches is suitable for small living rooms.
• Second, the configuration is good and the price is low, you can buy a 47-inch TV for only 2999;
• 3. The colors are very rich, which is in line with the characteristics of young people's personality.

2. Leverage the momentum of the press conference

During the press conference, I designed various small rooms for young people on site, such as pink, black, etc. The effect was very good, and many reporters took photos and spread them.

3. Difficulty of the topic

There is no point in discussing television itself. You just watch TV and that’s it. There is nothing much to talk about. How to make users willing to interact?

Creative review:

Keywords: Combined with product selling points, can take advantage of the press conference to promote, can make people willing to discuss

Theme: Make an appointment to show your living room, share and win a TV” (customize and show your own creativity)

Utilization motivation/excitement (social attribute showing off + sense of superiority and existence):

DIY allows users to increase their sense of participation, and has a strong social attribute when sharing, showing "what kind of person I am"

form:

The user reservation purchase process is as follows: Custom design: "If you buy a Xiaomi TV, how do you plan to decorate your living room?" - Define the floor and wall color of your living room, the design of the TV cabinet and the left and right decorations, the color of the Xiaomi TV, and the picture on the TV - Generate your own "My Xiaomi TV Living Room" picture - Share it on Weibo

Sharing social attributes: through the living room matching - guess your personality, the way you watch TV, such as the gentleman's pursuit of beauty, some people like to watch it lying down, some lying down, some hugging their girlfriend to watch, all kinds of.

Let’s review the creative formula that Xiaomi emphasizes:

Sexy planning = excitement point (what to tell users, what is the relationship with users) + keywords (what motivations of users are in line with) + sense of surprise/topic/show-off (how to get users involved)

03 Pan-view Interactive Lao Jin’s Creative Formula

Lao Jin believes: Creativity = Fun + Understanding Users + Making Good Use of the Creative Equation

We need to understand the social attributes of users and their users, such as the keywords of post-90s

I will not analyze the case, but the underlying creative formula is very instructive: split the product brand and audience observation into different dimensions, and combine them with some specific gameplay to make different combinations.

It is very suitable as a compass when you have no creative ideas.

Seven on the left + seven on the right = 49 creative combinations. Each product can be divided into 50 sub-items, which means more than 200 or even more creative ideas.

04 Conclusion

To sum up, the creative production process of the big guys is:

1. Explore the biggest benefits: what to tell users and what is the relationship with them

You can start with the product and refer to Lao Jin’s creative formula

2. Digging for motivation: What motivation does the user have?

Do you know clearly what the underlying motivations of users are?

Related articles:

What is the underlying logic of marketing planning from the perspective of Pinduoduo?

3. Build relationships: How to get users involved? How to create a sense of surprise?

For example: NetEase’s storytelling method makes creativity more sticky

6 principles of creative stickiness (simple + unexpected + credible + story + plot + specificity)

Refer to the different ways to play with motivation, article: Is marketing creativity difficult? I use creative rules to help you solve problems!

4. Focus on the integration of product and effect: Creativity cannot be separated from products and brands

5. Promotion method: testing + seed circle detonation + growth fission gameplay

Okay, that’s all the useful stuff.

I think that creativity is sometimes like a big rock, very hard, so we should break it into pieces, disassemble it, refine it, and break it one by one.

Creativity is sometimes like clouds in the sky, very far away, so we should nurture the flowers of inspiration and the spring water in our hearts. Attract it with fragrance and reflection.

Author: Mumu Xinzhi

Source: Mumu News