Baidu Brand Activity Strategy

Autumn is the season of harvest. There is only one-third left in the progress bar of 2021. Major brands and companies are planning and carrying out various activities at the end of the year. This article lists Baidu Knows' "Answer 2020" and reviews how it holds this brand annual event. I hope it will be helpful to you.

1. What is Reply?

The "Please Answer" series of activities is Baidu's large-scale year-end brand event over the years. The goal is to interpret that answers are a kind of power through this event, establish a brand image that is warm and powerful, create an annual national check-in event, and become a brand annual event with Internet memory.

II. Project Background

This year's event focuses on the people and events of 2020, and combines creators from all walks of life to summarize and trigger users' emotional resonance with this special year. Compared with last year's team-based question-answering gameplay, this year's user participation cost has been reduced. Through multiple means such as 2020 red envelopes, Monopoly games, and task systems, the influence of "Answer Please 2020" on and off the site has been expanded, and users' awareness of the brand has been enhanced, making "Answer Please" a continuous brand event with Internet memory.

Based on the activity positioning, this year we will set the design goal of creating a warm and exclusive brand activity for Zhidao.

3. How to create a warm brand event?

1. Brand continuity

2019 was the debut of this event. As a brand event, we designed an exclusive logo. This year’s event must first continue the “Reply” brand to evoke users’ memories of this event. Visually, the previous font style is maintained, the layout is changed, the brand exposure is strengthened, and the needs of event sponsorship are adapted. At the same time, the graphic of the planet is added, implying that knowledge is full of mystery like a planet. This is also an upgrade of brand differentiation this year.

2. The main visual conveys warmth and brand

As mentioned earlier, the special nature of 2020 is a major event in the year. Based on the design goal of a warm brand event, the main visual emphasizes personality, reflecting the people from all walks of life and some major events in 2020.

3. Core gameplay permeates warm design

1) Game Area

Users complete tasks in the Monopoly game area, accumulate dice, advance grids, and win prizes. The scene of the game area is set as a floating island with 20 grids forming a heart shape in the middle, symbolizing the year 2020. At the same time, this heart shape also establishes heartwarming interaction with users and conveys the warmth of the activity.

2) Hidden Easter Eggs

The game area has a creative design point. Hidden Easter eggs are used as carriers of link event cards, which is an emotional incentive for users.

The randomness and mystery of the message in a bottle, as well as the sense of surprise that comes with picking up the bottle, are highly consistent with the gameplay of the Easter egg. Therefore, the message in a bottle was determined as the form of Easter egg, and event card elements were placed in the message in the bottle. Users accumulate dice by completing tasks, trigger invisible Easter eggs during the game, and obtain corresponding event cards.

3) Event Card

There are 12 event cards in total, selecting a hot event from each month of 2020, using illustration stories and the main visual to echo each other, allowing users to review the unforgettable 2020. The card consists of an illustration layer, a unified card style, an answer area, and brand elements, giving users a unified visual experience.

4. Spread group story posters to expand influence

In the later stages of the event, Baidu official and marketing accounts jointly released group portrait posters to strengthen the authenticity of the answerers behind the platform and expand the influence of the "Please Answer" event. The poster is based on the theme of characters. The background uses the main visual and adds question-and-answer elements as embellishments, maintaining a consistent visual extension and communication as a whole.

IV. Project Summary

As a series of brand activities of Baidu Zhidao, our thinking in the future will not only be limited to visual performance, but also to explore the continuity and uniqueness of the brand series activities. At the same time, we must establish links with users through reasonable emotional interactions to provide more value for the long-term development of the brand. Let's look forward to next year's "Reply" event!

Author: Baidu MEUX

Source: Baidu MEUX