From 0 to 3.87 million followers, the cosmic master Hawking teaches you how to attract fans and monetize them!

On May 13, Professor Hawking , who had opened a Weibo account in China a month ago, posted an advertisement. Chinese social media went viral that day!

When the famous physicist Professor Hawking opened a Sina Weibo account on April 12, 2016 and greeted Chinese netizens for the first time, our social media platforms expanded from Weibo to WeChat Moments . Yes, Hawking was here. It took him only one month to go from 0 to 3.87 million followers with only 6 Weibo posts. It was a miracle!

Professor Hawking’s first Weibo post was published on April 12, with 400,000 reposts, 410,000 comments, and 970,000 likes, making him definitely a top internet celebrity .

All the Weibo posts were in English and Chinese, until a Jaguar advertising Weibo post was released on May 13, which started to take China's social media platforms by storm again.

As of now, there are 20,000 reposts, 15,000 comments, and 60,000 likes.

The amazing comments from netizens are "I have to admire this ad", "Oh my god, I am speechless about this ad", "Wow!! This is the first time you watch an ad so seriously!!", "Other actors can only be called world-class movie kings, but you can be called a universe-class movie king!!", "Professor, the ads you make are extraordinary"...

What does the video look like?

Professor Hawking became an actor, and he also expressed his joy of being an actor on Facebook.

As you know, I, Professor Hawking, am a physicist who studies time and space.

There's another side of me that you may not know: Stephen Hawking as an actor.

I have always wanted to play a British villain gentleman in a movie.

Thanks to Jaguar, this wish of mine has come true.

After May 13, various reports came in, and some people even bet that Professor Hawking would never post on Weibo again, because he came to China to open a Weibo account just to promote this advertisement. What do you think?

From the speed at which Professor Hawking's fans grew from 0 to 3.87 million, to his appearance as a villain, internet celebrity Professor Hawking posted an advertisement that attracted various comments, and netizens were still very happy.

Let's analyze this "long-planned" advertising after the "conspiracy theory" took over:

1. Attract fans first, then advertise

After Hawking came to China and opened a Weibo account, his “fame + reports from various industry media” quickly increased his followers. After a full month of cultivation, he had more than 3.8 million followers. A Weibo advertisement from a super V can make a post go viral. This method has been proven on many celebrities and big Vs. Look, Papi Jiang’s first on-camera advertisement earned 22 million.

2. Contrast is the key to success

What is the sense of contrast?

Everyone was surprised that Hawking posted an advertisement on Weibo, and felt that a professor should not post advertisements. This was the first level of contrast.

The second layer is that Hawking plays a villain in the advertisement, which subverts our perception of the professor.

But everyone still likes Professor Hawking very much.

Maybe your brand can’t afford Hawking to advertise, but you can learn from this idea:

A main character in the advertisement (not necessarily an entertainment star) opens a Weibo account;

Attract fans through topics and news;

After the warm-up period, launch the advertisement;

Bring up the topic again.

An actor, an internet celebrity, he is Hawking.

We not only observe the link of advertising communication, but also the way in which internet celebrity Stephen Hawking attracts fans and monetizes in China. At the same time, we see that Weibo is still a good marketing communication vehicle. Everyone says that Weibo seems to be losing popularity, but you see that Hawking has exploded on Weibo.