How to think in order to create successful social advertising?
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A 3,000-yuan design is nothing more than rearranging some boring things to make it interesting and beautiful, that's all. A design worth 30,000 yuan is one that spends more time up front, ultimately creating something that is innovative, insightful, and communicable. Let’s start with the difference between traditional advertising and social advertising Content: Traditional advertising is information, while social advertising is jokes From the content point of view, traditional advertising in the past was basically about transmitting and integrating information, and then selling it on various channels in the hope of brainwashing users. But social media advertising requires you to tell some jokes, and these jokes can be remembered and said by users. Look at the two websites selling flowers below. The traditional advertising images are very beautiful and the copywriting is very sexy, but I don’t know what they are talking about. Then they promote sales through price wars and gift delivery. However, the flower shop below, called Roseonly, was able to promote its brand with just one sentence or one concept. Roseonly’s slogan is “only given to one person in a lifetime”. Many people will post photos of the flowers after receiving them, because they want to prove to everyone that the person who gave me the flowers thinks that I am the only one. This kind of joke can effectively differentiate you from other brands. Media: Traditional advertising is about coverage, while social advertising is about sharing From the perspective of media, traditional advertising is basically covered through a large amount of media, but social advertising relies on interpersonal sharing. For example, the two advertisements recently made by Flight Steward. The set of posters on the left was placed in Focus Media’s media elevator. They believed that in the enclosed space of the elevator, people have the opportunity and willingness to read some long copy, so they chose to write a lot of short stories. But compared to the later activities, many people know about "escaping from Beijing, Shanghai and Guangzhou", especially the circle of friends in first-tier cities has been flooded with messages. Model: Traditional advertising is B2C, social advertising is C2C In the past, our understanding of new media was basically a B2C model. I wanted to create a public account, and the boss would set the KPI for how many fans I wanted to gain in a year. In the past, many companies even adopted a B2B model. As long as I could get 500 media outlets across the country to say that my company was awesome, then this company was awesome. Now we should reach another extreme and completely remove the "B" in front. Even the media and the public accounts in the middle are not needed. Maybe it's a Weibo forwarded by an internal employee of the company, or maybe it's finding a third-party opinion leader, which can build greater trust between you and consumers and even make your company an Internet celebrity . For example, one of the most popular drinks on the Internet right now is White Snake Grass Water. The popularity of this product has nothing to do with the company or the media, but rather that some netizens rated it as: the most unpalatable drink in China. As a result, more and more netizens began to try it and generated various emoticons. These contents attracted more people to try it, resulting in a shortage of this domestic beverage. So I summarized this formula: Product power x discussion power = purchasing power In other words, the core of social advertising is “discussion power”. Even if you have enough money to make the headlines of CCTV, if your ad cannot be shared and discussed by ordinary users in their circle of friends, then this ad is worthless. This is the communication environment we are in now. How to create discussion power? Topic Thinking Are you planning a "notice" or an "event"? Do you simply tell everyone something, what the ins and outs are, where it is, what activities and discounts are offered, or do you create a public event so that it can spread spontaneously among a group? This is a very important shift in thinking. At the end of last year, we received a brief from a client who wanted to find some celebrities to post on Weibo about using their products when cooking for their family during the Chinese New Year. For example: #Li Xiang makes New Year's Eve dinner for her family# This type of communication is social advertising in form, but not in content, because it has no value in being shared. Later we changed the content to: Li Xiang #quits the work circle#cooks for her family. This small change resulted in 40 traditional media outlets across the country reporting on the incident after the Weibo post was published. Community Thinking Don't please everyone, just please some people. There is a person in our marketing industry that everyone knows, Diaoye, who made Diaoye Beef Brisket. There was a time when many people on the Internet said that Diaoye beef brisket was not delicious. How did Diao Ye respond? If we follow the traditional routine for handling crises, it might be like this: invite a bunch of opinion leaders to taste the food, and change anything that doesn't taste good until the customers are satisfied. But Diao Ye published an article saying that those of you who think it doesn’t taste good, it’s because your taste buds are not open and you have never eaten good food! He offends some people in order to please others. And this group of people are the core group in their product community, turning fans into hardcore fans. Social Thinking Can your ads only be viewed, or can you also create them at will? For example, when promoting the ALS project, the traditional way is to invite a very famous person to be the spokesperson, even if it is the world's most famous scientist Hawking , but the promotion effect is very poor and few people in the world know about it. As we all know later, the interactive "Ice Bucket Challenge" became a viral case. Design, 80% of the work is done before Before doing design, we need to spend 80% of our time on the front end to think about why we want to make such a picture? Why write such a sentence? Finally, some boring materials are combined into something innovative and contagious. This is also the most basic requirement for social advertising. Besides the design itself, you also need to consider… Communication: The image itself should bear the communication task To arouse the audience's physiological response, emotional involvement, and brand association For example, if the Samsonite suitcase advertisement only tells you that the suitcase is very light, you will not have any brand association in your mind. But if you put four bottles of Evian in the picture as an analogy, the audience will understand it at a glance. The poster of a German lollipop brand has no text but pictures of sexy beauties, which evokes people's most primitive emotions and tells everyone that this lollipop is for adults, not children. Readability: The picture should have its own plot The design of social advertising is not just about “pictures” Every picture in a good advertisement can give you some experience. The picture itself should have a little plot and independent meaning, instead of just being an embellishment. When I helped Liu Yuexian do the #Quit the Work Circle# campaign during the Spring Festival last year, you can see that different pictures had completely different effects. Most of the children were posing for photos, only the little curly-haired Xuan Xuan was too naughty. Many people were willing to repost such pictures on Weibo. When the Ya'an earthquake occurred, Jiaduobao donated more than 100 million yuan. At that time, it did not post a poster like other companies saying "Company X donated XX billions". Although it would appear to be philanthropic, it always makes people feel uncomfortable. So the posters we made did not carry any donation information. Instead, we selected some interesting photos of the ruins. Such pictures are far more motivating than donation information. The following is a failed case, and this is how Evergrande Ice Spring was ruined... Originally they wanted everyone to share the picture on the left, but the one on the right was the one that went viral because it was so graphic... Participation: The picture should be easy to participate in While lowering the threshold for the public to create their own products, try to create a unique visual symbol. #Serious Disease Medical Insurance Combined for Love#, this is a public welfare project. At that time, an image generator was made. On one side was half of the face of various celebrities, and on the other side was your own selfie. Most people's face shapes are very different. When a very strange picture appears in your vision, it will arouse everyone's curiosity. Screen recognition Effective transmission of information + interesting transmission Social advertising needs to be spread on 5- or 6-inch mobile phones, so we need to consider whether your advertising can be clearly identified by the audience. Most WeChat Moments ads may just be a pretty picture, but we put in a set of text, hoping that everyone can quickly get our point on such a small mobile phone screen: promotion and salary increase, changing houses, and stock trading. The following set of posters in response to the lawsuit is actually a combination of the dimensions mentioned above, reflecting spreadability, participation, recognition, and brand personality. All the pictures show little people with pouting lips, representing stubbornness and unwillingness to admit defeat. At that time, we made a set of wallpapers with the stubborn little man, and it immediately ranked second on Sina's hot list of all topics, which shows that it is very contagious. Finally, I would like to send you a picture to encourage you A 3,000-yuan design is nothing more than rearranging some boring things to make it interesting and beautiful, that's all. A design worth 30,000 yuan is one that takes more time up front, and ultimately creates something that is innovative, insightful, and communicable.
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>>: If you want your product copy to speak well, first learn to cut the copy
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