B station promotion: Bilibili advertising marketing strategy and case analysis

A live broadcast that sells goods worth 200 million yuan may not be of any help to the brand, and may even sell the brand's high-quality products at a low price. An idea that goes viral on the entire Internet may just be a hit for the idea itself, without creating a brand and without generating any brand value.

The prerequisite for winning a key brand battle is to first identify it, confirm that it is a battle that can change and define the brand, and then devote yourself to it.

Today we will talk about how to find the core brand problem, identify the key brand campaign, and win it.

1. Key Brand Campaign

The reason why there are so many ineffective marketing activities is that the core issues are not identified, clear goals are not set, and sales are done for the sake of sales, and communication is done for the sake of communication. This is ineffective marketing.

For example, in the new brand stage, how to transform from "selling goods" to "branding" is essentially the problem for many Taobao brands or new domestic products. Their products are very popular with the support of e-commerce platforms, but they lack independent brands. This is a key battle; for example, the current new consumer brands breaking through the circle and leaping from niche to mass brands; for example, the iteration of old brands, re-entering the context of young people, and re-entering the consumer shopping cart. There are also some personalized issues.

2. Go to Bilibili and define young brands

There is a consensus in the marketing world that if a brand wants to become younger, it should go to Bilibili.

But another question also bothers marketers: what can brands do on Bilibili and how to do it? Many brands really want to do marketing on Bilibili, but they don’t understand Bilibili’s ecosystem, and may end up acting blindly and failing.

How to win key brand battles on Bilibili and define a young brand. Let’s briefly talk about it from three levels: Bilibili’s user groups, Bilibili’s marketing strategies, and how to “settle in” Bilibili through Bilibili’s advertising agency.

1. User groups of Bilibili

In terms of form, Bilibili is a combination of video and social networking. It has the characteristics of long videos of "iQIYI, Youku and Tencent Video", and self-made and copyrighted content is on the rise, but the original content of UP masters is the core of Bilibili. At the same time, it also has parts of social media such as Weibo and Tik Tok, including original updates, and more importantly, user barrages. Barrage social networking is a unique social form of Bilibili.

In terms of user distribution, the average age of users is 22.8 years old. This content community has the highest concentration of college students, who will be the main consumer group in China in the future.

These users are the definers of consumer trends and are also the group that influences and controls the discourse of future popular culture.

Bilibili's advertising business has achieved growth of more than 100% for six consecutive quarters. In the future brand-driven era, Bilibili's marketing value has just begun to emerge.

2. Bilibili’s marketing strategy

Circle Marketing - L'Oreal Men's IP Carnival

"Tower of Gods" is a popular Chinese-created animation on Bilibili. The spirit conveyed by the IP can attract its male fan base. There are also games such as "Kan Gong Qi Guan Jian", "Onmyoji" and the popular virtual idol A-SOUL. As you can see, for young men, we use different IPs to penetrate into user circles and reach them.

IP is not a shortcut to marketing, but a medium for communication between brands and users. In addition to purchasing co-branded products, it is more important to create more high-quality content through IP and to better communicate and interact with users.

In this integrated marketing, we also saw that from traffic resources, #欧气大赏# topics to live broadcast events, IP content has provided BUFF blessings for the brand. Judging from the results, both the brand content index and Tmall search volume have seen very good growth. At the same time, the average age of consumers in the L'Oréal Men's e-commerce flagship store has dropped by 3 years.

Event Marketing - Buick Verano PRO New Car Launch

We know that many users will look for sources of happiness in Bilibili, such as food, ghost animals, comedy, dance, movies and TV, etc. Buick Verano PRO hopes to establish such a source of happiness, so it teamed up with Bilibili to create #Happy Little PRO Station#.

The first step is to choose a good track, and the second step is to create good content. The UP host "Speedy Partner" in the car area invited UP hosts such as "Handmade Stalks", "-Xin Xiaomeng-", "Hanging Orange", "Ah Ma Zong", and "Sheep Cuisine" to participate in the track day activities together.

A new type of user gathering was held to showcase the car's performance and interior in the form of a track day. When "Ah Ma Zong" was talking about the GS version of the Buick Verano PRO, he also created a new meme for the GS, called "Expert". Such jokes allow users to engage more quickly when we want to introduce content or convey ideas.

Finally, the UP host’s declaration of happiness was posted on the walls of subway stations in Shanghai, Chengdu, and Changsha to let more users know about this event. In the end, the overall content rankings in the hot list, topic list, and the automobile area of ​​the site were significantly improved. We saw a large number of users urging for the second season to be updated on the barrage. In addition to urging for updates, there was another sentence in the barrage, "Sponsor dad, please make arrangements quickly."

Lynk & Co cleverly used oCPC on Bilibili to improve efficiency and maintain costs. In the first phase, it used commercial interests as the directional cornerstone and targeted interest groups such as "vehicles, travel, outdoor, and investment". After entering the second phase, it used the "intelligent volume expansion" product function to carry out more refined intelligent expansion of interest groups, achieved a breakthrough in scale based on the original core group, guided users to make appointments for test drives, enhanced brand communication and test drive conversions, and ultimately achieved costs 50% lower than the target bid.

Grassroots marketing - Seeking new smart cleaning and personal care product promotion

The UP hosts’ content covers digital technology, cute pets, and food, and include both creative content that boosts brand impressions and videos that directly get to the selling points. After the content is released, it is spread through Bilibili’s commercial takeoff products (content heating tools, i.e. commercial traffic push). Finally, traffic is directed through the purchase reservation link at the bottom of the player, forming a complete marketing chain.

During Double 11, *mi’s on-site search volume increased by 168% year-on-year. The brand index within Bilibili, that is, the brand influence ranking, has risen from 12th to the highest 3rd place. Another skincare brand, *Yu, attracted 500,000 new users to its Tmall store through a 4 million yuan UP host investment, and ultimately achieved a transaction volume of 10 million yuan, with an ROI of 2.5.

3. Display forms of performance advertising on Bilibili

UP main business order:

• Video cooperation: advertising placement, advertising customization;
• Live broadcast cooperation: online game live broadcast, unboxing live broadcast, offline event live broadcast, fan meeting, etc.;
• Offline activities: Advertisers and brands can invite UP hosts to participate in various offline activities to increase the exposure and dissemination of activities through the UP host’s own influence, including but not limited to new product launches, live performances, pop-up stores, large-scale exhibitions, etc.
• B Dynamics: Focus on private domain traffic, nine-square grid with pictures and texts, improve the richness of content, one-click video sharing, special event release, voting, lucky draw and other interactive gameplay;
• UP host authorization: Let the UP host endorse you, and advertisers can spread the video on official channels. With KV authorization, most of the high-view video covers on Bilibili will use the UP master’s personal image as the main visual.

Video takes off:

Use the public domain traffic of Bilibili to promote UP main business single video, and achieve precise delivery through tags. Usually the display forms include homepage recommendation position and playback page recommendation position.

Invitation Advertisement:

Combine the promotional content of the UP main business video with the advertising space, and you can achieve traffic diversion, promotion and product promotion while watching the UP main business video. Supports direct add-to-cart through e-commerce ads, third-party external links, H5 pages, and landing pages.

Information flow advertising (mainstream advertising form):

Bilibili's information flow ads select high-quality resource locations such as the homepage recommendation stream, playback page, and PC terminal. Based on a young user group with diverse interests, they help advertisers reach high-quality advertising audiences and interest circles while maintaining a good user experience. The display forms include small information flow pictures, large information flow pictures, three information flow pictures, play page recommendation positions, partition focus picture recommendation positions, etc.

Author: Blue Lion asked

Source: Blue Lion Asked