Xiaomi’s marketing operation is poisonous!

When it comes to the advertisements that are most deeply remembered by those born in the 80s and 90s during their childhood, you will definitely think of the Xin Gai Zhong Gai brand high-calcium tablets. We are still familiar with the old man in the advertisement and his classic advertising slogans.

Recently, Xiaomi Youpin adapted the new lid-in-lid advertisement that was remembered by those born in the 80s and 90s. It still had the same familiar formula and taste, bringing back the audience’s common childhood memories!

1. Xiaomi Youpin reproduces the classic advertisements with magical sand sculptures to accurately touch the user's excitement points

The familiar lines and familiar pictures instantly bring consumers back to their childhood memories.

In this commercial, Xiaomi Youpin used the same template of the new cover advertisement plot many times, with the same scenes, characters and actions, but introduced us to the card mark fingerprint protection.

There are 9 products including the safe, Mr. Bang smart washing machine, Zuodian Xiaoai smart moxibustion box, etc., which are magical and brainwashing. It can be said that we are the most cost-saving client!

Of course, Xiaomi Youpin did not simply copy the original works at a low level. Instead, it innovated on the basis of nostalgia and incorporated hot topics that contemporary young people are concerned about.

For example, the Internet buzzwords in the video, such as "petting cats", "996 and 007", and "Teacher Tony", can trigger strong resonance among the audience, allowing consumers to unconsciously put themselves in the story and thus generate purchasing desire.

It is worth mentioning that Xiaomi Youpin not only applies the creative advertising routine of the new cover-in-cover, but also adopts its product promotion strategy. By directly addressing the pain points of the target consumer group and providing solutions, the product features were successfully brought out.

Problems such as "baldness and hair loss due to staying up late" are not just a concern for the boss of the second party, but a common problem for almost all workers in the workplace. As the saying goes, "If you don't stay up late, you will lose your job, and if you stay up late, you will lose your hair." This has troubled countless people in the workplace. Xiaomi Youpin uses the Silk Domain Anti-Hair Loss and Hair Growth Combination as a "good medicine" for occupational diseases such as staying up late and hair loss, which instantly touched the hearts of people in the workplace!

The 9 short videos correspond to 9 different products, and also cleverly correspond to consumer groups of different ages and occupations, thereby accurately conveying the product selling points to the target users.

For example, when promoting Mr. Bang's smart clothes drying machine, Xiaomi Youpin set the protagonist as a 24-year-old male public relations officer. As a role model in the social world, Gao changes clothes three times a day, so he naturally cannot do without a magical device that can dry clothes in a short time. This Mr. Bang's smart clothes drying machine is definitely a favorite item for Gao and people in similar professions.

In addition, Xiaomi Youpin also pays great attention to the details of the short film. The background music uses a ditty from the new lid-in-lid advertisement. At the same time, the classic sound effects from the movie "A Chinese Odyssey" are inserted into the mirror scene. In the ending scene with the desk lamp, an old man puts on reading glasses and reads "Self-cultivation of an Actor". All these well-placed jokes ensure that consumers will not be distracted.

By imitating the classic advertisement of the new cover in the middle, Xiaomi Youpin not only evokes the memories of the post-80s and 90s generations, allowing the general audience to increase their favorability and attention to Xiaomi Youpin under the influence of nostalgia, but also highlights the core selling point of the product through the classic advertising method of "one against five".

2. Brand online integrated marketing achieves fission-type communication

Whether it is paying tribute to classics or creating an original advertising plot, the ultimate goal is to attract consumer attention and convert it into traffic. However, we must know that commercials alone cannot achieve full understanding by the target consumer group. Only high-quality advertising content + communication techniques can be understood by consumers at the greatest level.

01 Topics help to trigger UGC's autonomous dissemination

After the advertisement was launched, Xiaomi Youpin started related topics on Weibo such as #The post-00s can’t understand the advertising memes# and #Xiaomi Youpin’s advertisements have been ruined#. The total number of readings has now reached nearly 70 million, and related data and topics are still rising.

The unique and interesting topic also triggered a trend of many netizens following suit, imitating the plot of Xiaomi Youpin's advertisement and promoting the brand's publicity.

02 Brands leverage each other’s strengths and expand brand exposure through joint marketing

This time, Xiaomi Youpin took advantage of the unique advantages of its own platform and invited multiple brands of different types, such as Bawang, Hanhou, MissFresh, and Mao Presley Radio, to create advertisements for their own brands based on this set of "universal templates in the advertising industry."

Joint marketing between different brands often brings strong topicality to the brand, efficiently expands the audience in a short period of time, and greatly increases brand exposure.

03 Breaking through circle restrictions, KOL helps accelerate the spread of topics

In order to expand the brand's voice, Xiaomi Youpin cooperated with KOLs from different circles such as @太皇太你有喜了, @思考焦点, @追风少年刘全有, and @喜脉洗脉 to carry out precise communication, helping the brand to trigger secondary communication on social platforms and increase consumers' awareness of the brand.

This time, Xiaomi Youpin integrated online marketing and focused on the target user group through multi-channel communication, which increased the brand's exposure in a short period of time and helped promote brand sales conversion.

3. What did Xiaomi Youpin do right to pay tribute to the classic advertisement?

Xiaomi Youpin is not the only brand that has paid tribute to classic advertisements. Previously, NetEase Youdao Pen 2.0 paid tribute to the classic Huiren Shenbao Tablets advertisement. However, many advertisements that pay tribute to classics are disliked by consumers. This is also an advertisement that pays tribute to classics. What did Xiaomi Youpin do right this time?

After all, the purpose of advertising is to accurately convert sales. However, in order to keep up with the current trend of retro advertising, some brands simply imitate classic advertisements, commonly known as copy and paste. But they are doing it wrong. Paying tribute to classics is not just a simple imitation.

Although this advertisement of Xiaomi Youpin mainly imitates the classic advertisement of Xin Gai Zhong Gai brand high-calcium tablets, it also contains many details that use new ideas. Especially in terms of copywriting, many current hot topics are inserted into the advertisement and combined with the product function demands. While being funny, it also captures the user's "pain points" and reveals the living conditions of young people today.

For example, sentences like “I used to work overtime frequently, but working 996 hours a week made my back ache and my neck stiff!”, “Look at me, I can work 007 hours in a row without any effort!” Aren’t these the 996 and 007 that are most heartbreaking for people in the workplace? The advertisement reveals the real problems faced by young people in their lives in a funny and amusing way, and also makes the advertising copy touch the hearts of the audience more, so converting traffic is a natural thing.

Not only that, popular words such as cat petting, hair loss, and fitness exercises all appear in the advertisement, and the finishing touches at the end of each clip not only demonstrate the brand's insight and discovery of social hot spots, but also show the fashion sense of this "old advertisement".

Paying tribute to classics is not just a simple imitation. The reason why classics become classics is that they were applicable in previous eras. In today's Internet age, blindly imitating classics will only erode consumers' goodwill towards the brand, which is not worth the cost. Only by combining tradition with modernity like Xiaomi Youpin and using product carriers to realize "feelings" can we truly pay tribute to the classics.

This time, Xiaomi Youpin pays tribute to the classic new cover-in-cover advertisement, combining tradition with modernity and giving the old advertisement a new twist!

Author: Advertising and Marketing Industry

Source: Advertising and Marketing Industry