How did Douyin achieve 3.4 billion views for brand promotion?

Tik Tok, the most popular short video platform at the moment, is also a battleground for brands to deploy new media and grab traffic. Especially in recent years, under the marketing logic of "whoever wins the young people wins the world", there are more and more marketing cases that have completed brand rejuvenation innovation by leveraging the positions where young people gather. Among them, Pechoin is the best. After all, as a traditional brand with a long history, the brand can only maintain long-term competitiveness as long as it continues to capture the appetite of young people.

Recently, Pechoin Sanshenghua has taken another step towards becoming younger. The Douyin Super Challenge launched on the Douyin platform has created a phenomenal level of data with 3.4 billion views, which is equivalent to everyone in the country watching it 2.43 times! What’s more important is that under the influence of the national trend, Pechoin Sanshenghua successfully reduced the age of the brand with the help of the Douyin platform, refreshed the cognition of young users, and achieved a deeper level of communication with the young group.

So, how did it gather top traffic on Douyin, quickly gain the attention of young people, explode the social platform, and cleverly achieve marketing conversion?

1. Find the right communication point

Under the wave of short videos, "keeping the classics and becoming an Internet celebrity" has become the marketing motto of domestic brands. But to become an Internet celebrity, it is not only necessary to output brand information, but more importantly, to hang out with young people. You should know that users are not only consumers of content, but also producers of content. This time, Pechoin Sanshenghua leveraged the Douyin Super Challenge and used user confidence as a communication fulcrum to break through the limitations of interest circles and regions and completed a brand marketing home run.

1. Customized stickers instantly change your appearance and activate user brand awareness

Some people say that this generation of young people is the most difficult to lead. Indeed, in this marketing environment where "appearance is justice, but it also needs to be fun", young people pay attention not only to their own physical beauty, but also to their inner pleasure. Only when a brand combines "beauty" and "joy" can it truly resonate with them. So, how to combine them?

Pechoin Sanshenghua chose the camera sticker gameplay of the Douyin platform. It takes the interesting combination of flowers and appearance as its creative point, and through the construction of the brand's characteristic content "Sanshenghua", it provides users with a space to convey the beauty of self-confidence, allowing users to freely use camera stickers in the challenge, while showing their personal charm, it activates their perception of the brand's youthfulness.

It is the high degree of integration between camera stickers and the brand, coupled with the ability of Douyin Super Challenge to aggregate user traffic, that has led to the usage of San Sheng Hua camera stickers reaching more than 360,000. The total number of fans gained by all users participating in the challenge has reached 10 million, which can be said to be a powerful force that has injected strong momentum into the brand's communication potential.

2. Full coverage achieves communication upgrade and helps boost brand strength and attract fans

However, the output of camera stickers is only one of the successful points of Pechoin Sanshenghua's marketing campaign. The most critical factor for its success is the comprehensive upgrade of Douyin platform resources and gameplay.

In terms of search upgrade, Pechoin Sanshenghua took advantage of the channel of fuzzy words on the Douyin platform to display its Blue V account in all directions at the key positions of search words, opening up the link of "knowing and reaching" for users, allowing this wave of marketing to reach potential target users more comprehensively.

In terms of conversion upgrade, Pechoin Sanshenghua took advantage of the hard-core resource positions on the Douyin platform to embed the product purchase entrance into the page of the Super Challenge, making full use of private domain traffic to direct product traffic again, and achieving a smooth transition from marketing to sales.

In addition, in terms of topic upgrading, Pechoin Sanshenghua also used Douyin to create the super topic #颜值三生花不完#, taking advantage of the topic aggregation function after the platform topic upgrade, it integrated all users' different topic types into the super topic, enhancing the immersion of the content. At the same time, it called on Douyin influencers to output PGC content, and then guided users to produce UGC, which quickly created a wave of momentum for the challenge in hot topics. In the end, the topic achieved impressive results with over 780,000 video engagements and over 70 million likes.

3. Cross-platform linkage triggers user discussion and expands brand communication circle

In addition to single-point communication, brand marketing also requires matrix communication to create a stronger communication voice. This time, the super challenge created by Pechoin Sanshenghua is not limited to the Douyin platform. Instead, it takes the popularity of the Douyin platform as the center point and links 14 official accounts to repost the micro-topic #颜值三生花不完# to achieve radiation. By creating a communication matrix through local top accounts, the communication was able to reach out to the grassroots and involve more users from different circles, ultimately achieving a reading volume of 96.94 million.

2. Find the right traffic platform

The most difficult part of brand rejuvenation is the rejuvenation of internal organization, products, industrial chain and channels. What is needed behind the national trend is the support of the rejuvenation of the entire corporate structure. Otherwise, it is easy to get lost in the temporary popularity. Therefore, after the marketing boom has passed, brand and product rejuvenation remains a problem. This time, Pechoin San Shenghua refreshed users' perception not only by reducing its image, but also by leveraging the empowerment of the Douyin platform to achieve an all-round dimensionality reduction.

1. Leverage Douyin’s control over the beauty field to innovate the brand image

For beauty brands, young people aged 20-35 who love beauty are the target group they need to communicate with the most. How to communicate with them effectively is an important step for brands to rejuvenate. The reason why Pechoin San Sheng Hua chose Douyin is precisely because of Douyin's control over the beauty field.

The "Beauty Crowd Analysis Report" released by Douyin Commercial shows that "the number of views of makeup short videos ranks first among beauty videos, followed by skin care and other parts. In addition, the beauty crowd aged 24-30 accounts for 41.2% of the platform." The support of these big data shows that the Douyin platform accurately depicts the beauty user portrait, which is also a tool for Pechoin Sanshenghua to use it to activate the brand's youthfulness, explore user perception, and innovate the brand image.

2. Stimulate audiences’ content co-creation and accumulate brand assets

Rather than the brand’s one-way continuous voice, stimulating young people’s content co-creation can make the brand content output more contagious. On the one hand, Pechoin Sanshenghua uses the Douyin platform to produce a large amount of high-quality UGC, forming a communication field for secondary dissemination and deepening the outside world's perception of its youthfulness. On the other hand, the content produced on the Douyin platform helps brands communicate with users effectively, turning them from casual fans into die-hard fans, forming a set of progressive communication links that not only make the brand popular but also accumulate assets for subsequent brand building.

3. Fancy traffic diversion helps brand sales explode and achieve actual conversion growth

Finally, the point that brands care about most is conversion. This time, Pechoin Sanshenghua took advantage of the "three major upgrades" of the Douyin platform and, through multi-channel full coverage, diverted the brand's sales in various ways, achieved actual sales growth, and successfully realized the transformation from "marketing" to "sales", winning both voice and sales for the brand.

With the upgrading of marketing, the role of channels and platforms has become increasingly prominent. Platforms like Douyin, which gather a large number of young people, will be a powerful tool for beauty brands to renew their brands. Especially in the new retail sector, its super strong penetration in monetizing terminal traffic can definitely bring more possibilities for brands to establish a new marketing matrix.

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Author: Lone Walker

Source: Lone Walker