One picture, write Durex-style hot copy

“The hotspot is here again!”

If you remain indifferent when you hear this, then you are not a particularly qualified copywriter .

The "Thank You 13 Brands Poster" launched by Durex on Thanksgiving this year is conservatively estimated to have received hundreds of millions of exposures.

(Poster 1)

Guanzhu ceramic floor tiles, taking advantage of the popularity of "Ximengyao's fall", instantly became an internet sensation and gained popularity overnight.

A qualified copywriter will never waste this opportunity to harvest traffic .

So when a hot topic comes, how can we quickly write Durex-style hot copy?

In fact, if you have basic marketing and product knowledge, you can just make a chart when writing copy that leverages the situation. This is an essential skill for copywriting creativity.

For example, in the "Ximengyao fall" incident, how did Guanzhu Ceramics take advantage of the hot topic?

In the Xi Mengyao fall incident, the main news spread by people was: Xi Mengyao fell during the Victoria's Secret show, looked a little embarrassed, and many celebrities came to comfort her.

We first draw a horizontal axis to break down the elements of communication.

Then we draw a vertical axis to break down the product elements.

The last step is to cross-pollinate the hot communication elements with the product elements to get the creative core of the copywriting - Guanzhu ceramics are non-slip and will not cause you to fall.

Once you find the core of the idea, organizing the copywriting language becomes extremely simple.

The Guanzhu ceramics poster is a writing example of the simplest product element + communication element.

Communication elements are the main body of communication in hot events, and the closer the communication elements are to the core, the better the communication effect will be.

We know that the reason why an event becomes a hot topic is because one of the plots violates the norm.

This plot is the core of the event’s dissemination.

For example, if the Victoria's Secret show ends smoothly and no one falls, it will not be a hot topic.

Since Xi Mengyao's fall violated the norm, it led to a large amount of spread, so "falling" became the core of the hot event.

For another example, Apple usually doesn’t make much noise, but one day it plans to “release the iPhone X,” which also breaks the norm.

This "accident" that violates the norm is the core theme of copywriting, and this theme is often an element of the event.

For example, Xi Mengyao’s “fall”.

Other elements: Xi Mengyao, Victoria's Secret, catwalk, embarrassment, come on, etc. are all secondary communication elements.

Theoretically, the core elements of an event have the best appeal and communication effect; secondary communication elements are slightly worse.

Let's look at product elements. Product elements are basically divided into two categories:

Physical characteristics of the product: appearance, performance, name, logo, price, feel, taste, etc.

Product spiritual characteristics: relaxed, inspirational, plain, innovative, humorous, sad, youthful, etc.

When we are preparing to write copy, the more complete the product elements are listed on the vertical axis, the more we can inspire good ideas and make it easier to write good copy.

The product element + core communication element of Guanzhu Ceramics is the simplest and most commonly used way to leverage momentum.

During Labor Day, Durex released a poster that combined product elements with core communication elements.

When iPhoneX was released, Durex also directly used this method for copywriting creativity.

So what if the core element of the event is negative , or the core element cannot be linked to the product?

Although Guanzhu Ceramics’ posters were very successful in terms of communication, they had certain flaws in terms of ethics, so we still have to be cautious when facing negative hot spots.

When core elements are not applicable , we can fall back to using secondary elements.

Suppose a Nike copywriter wanted to take advantage of Xi Mengyao’s fall. According to Nike’s culture, “falling” cannot be interpreted in a mocking manner, so how should the copywriting be written to take advantage of the situation?

First, we choose the element of "Stand Up" which carries positive energy.

Then, after listing the Nike product elements on the vertical axis, I found that the element closest to the communication element is "sportsmanship" (I am not familiar with Nike, this is just an example, don't pay attention to the details).

Then we match the elements on the horizontal and vertical axes to obtain the creative core of a copy that leverages the situation.

After organizing the language, you can write a poster copy like this.

And if I want to write a copy for liquor, such as Jiang Xiaobai .

I would choose the secondary element “comfort” as the theme of the copywriting, and then choose the product element that matches it on the vertical axis – friendship.

When Xi Mengyao fell and couldn't get up, a Brazilian model reached out to help her , so I wrote a hot copy:

The above is how to quickly write copy that leverages the situation.

1. Break down product elements

2. Decompose hot event elements

3. Product elements + event core elements

4. (or) product element + event secondary element

Next, we will follow this method and try to write a hot copy from scratch.

My biggest hobby is reading and collecting books. I plan to open a small bookstore after I retire. So let's assume my product is "Jishushudian".

Besides, it is winter now. Suppose a Siberian cold wave that occurs once in a century hits China.

So the basic background of the case is set:

Product: Bookstore

Hot Events: Siberian cold wave is coming

First, let’s list the communication themes on the horizontal axis: These days, the once-in-a-century Siberian cold wave is coming, and it’s freezing.

Then list the product elements on the vertical axis: books, knowledge, reading, culture, elite, seriousness, fairy tales, novels, history...

We can easily find the core element of the event , "Siberian Cold Wave" , and then match it with the product element "knowledge" on the vertical axis.

Finally, we can get a poster like this:

If we don’t want to use core elements, or if Ji Bookstore wants to launch a series of posters, we must use secondary elements.

We tried matching with "cold" and "read".

Then you can write a poster like this.

The above is the basic method of writing copywriting that leverages hot topics. Due to limited time, the creative cases in the article are definitely not sophisticated enough. It is enough for everyone to understand the methodology.

To summarize the convention:

1. All hot events must have a communication subject.

2. There must be a core element in the communication subject.

3. Creatively match product elements with the core elements of the event, and the copy will be most attractive and spreadable.

4. Creatively matching product elements with secondary elements of the event can also be used under certain conditions, and the effect will not be too bad.

5. I have no ill will towards Xi Mengyao.

The author of this article is @文稿人于吉. It is compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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