How do you evaluate the amazing Pechoin advertisement that has been flooding the WeChat Moments?

Do you remember Gu Ye’s famous advertisement “Why Van Gogh Committed Suicide”?

As a new media advertising practitioner, you must remember that unless you joined this industry after 2:00 p.m. on December 9, 2014.

That winter, we were all stunned by Gu Ye’s advertising talent.

To some extent, Gu Ye created a new form of advertising creation: telling a story seriously, then coming to an incredible but logically self-consistent conclusion, and finally showing you an advertising message.

After "Why Van Gogh Committed Suicide", those talented writers in the self-media circle have consciously or unconsciously started this kind of unexpected advertising model. Gu Ye later wrote popular advertising texts such as "Queen Style" and "One Hundred Million Yuan". It was not until our "miracle turn" fatigue began to set in that such advertisements fell out of fashion, but they still have their market and fans.

If there is any difference between advertising in the new media era and traditional advertising, I think it is that the big Vs in new media often have their own unique way of playing, which others cannot learn. It is unique and monopolistic. Even if others try to learn, they often end up with something worse than what they expected.

For example, Genius Red Panda , his followers are most looking forward to his joke-style long-text advertisements; for example, Wang Zuozhongyou, he has mastered the art of using abnormal words to make advertisements, and in his own words, this is really a perfect advertisement; for example, Teacher Lian Yue, he can always write a life lesson every time he writes an advertisement; for another example, the one-shot long-picture advertisement of Pechoin that has been flooding the circle of friends .

If you turn to the end of this advertisement, you will find the words "Local Studio". This reminds me of a public account I followed last year called "Local Climate Survey Bureau". What they are best at is using vertical pictures like the "Along the River During the Qingming Festival" to explain knowledge. If I am not mistaken, this local production studio should be the work of the "Local Climate Survey Bureau" public account team.

As a diligent writer in the advertising circle, even though the number of readers of my public account is not even a fraction of those big Vs, every time a new advertising phenomenon emerges, there are always friends asking for my opinion. Isn’t this funny?

Although my opinion is just one of the opinions of my advertising colleagues, today I will still answer a few questions that are of general concern to the advertising industry:

1. Is Pechoin’s amazing advertisement good?

2. Is Pechoin’s amazing advertisement effective?

3. How do you evaluate Pechoin’s amazing advertisement?

The answer to the first question is yes. Such a big thing has happened, how can this advertisement be bad? It must be good, both in form and content. To borrow the words of my schoolmate Wang Zuozhongyou, it must be a perfect advertisement.

Because it matches the tone of Pechoin very well, the content is attractive, and the exposure of Pechoin is particularly natural and obvious. In today's world, where can you find such a perfect advertisement?

If you look at advertisements from other new media, you will find that they are either too shameless in their flattery or they are so unexpected that people only remember the story and forget the brand. Or, alas, there are not so many eithers.

The second question is, of course, valid. But I didn't go to Taobao to compare the sales data of Pechoin, because I saw some colleagues looked up the sales data of their Taobao stores, and it was said to be very pitiful.

But I don’t want to look at the data of the Taobao store. I just want to say that from the perspective of communication effect alone, Pechoin has already won. There are so many articles with more than 100,000 views, and the keyword "Pechoin" is in the title of the articles. Doesn’t that count as a win?

An article with over 100,000 views, when displayed on WeChat Moments (about one forwarded article in WeChat Moments can bring about 10 reads), can influence an average of 100 people. In fact, it is 1 million impressions, because even if you don’t click on it, you will see the keyword “Pechoin” in the title.

Brand display is power and the essence of advertising. You have to know that a brand’s awareness is never enough. Since this ad brought so many impressions, why do you say it is ineffective? Bringing in sales is one way to be effective, and bringing in display is another way to be effective.

Or you can look at the big outdoor sign on the side of the highway. If it only says the brand name is Pechoin, do you think anyone will stop and scan the code to buy it? No, but it is a billboard, and it is fulfilling its function of displaying the brand.

The third question is what do you think of Pechoin’s advertisement?

I said, I think this advertisement became popular purely by chance.

In other words, don’t think that all new media advertisements will become popular overnight like Pechoin’s advertisement. This kind of advertisement that becomes popular overnight will send a signal to the clients, making them think that as long as the creativity is good, they can spend very little money and create a huge impact.

Haha, what an unreliable idea.

Do you know how many new media advertising plans the tens of thousands of companies doing new media marketing across the country will make? Then have you ever thought carefully about how many advertisements you remember in a year?

Do you understand? If you have studied probability, this is called a low-probability event, which means it is unlikely.

It is possible to pursue overnight success, but unfortunately, based on this low probability event, it will almost never happen to your brand.

In fact, from the perspective of the Pechoin advertisement itself, the concept of killing time is good but not new. As for the story, well, there is actually no story.

But fortunately, the Local Climate Survey saved the idea with a special narrative device. Everyone was familiar with Gu Ye’s surprising twists, but basically no one had seen this method. Not only did they think “I’m so awesome”, but they then quickly shared it on their Moments to show their friends, even though most of their friends are not from the advertising industry.

Look at this advertisement, it's very special. I've never seen it before. It's so awesome. It actually presents an assassination story from the Republic of China period in one picture. Moreover, the protagonist looks so much like Tang Wei, and the style is so much like "Lust, Caution".

Therefore, Pechoin's advertising won because of its most unique form, which then triggered panic dissemination. Colleagues in advertising were so anxious, fearing that they did not know the latest and most popular form of advertising. How could I not know about such a popular advertisement?

So I must post it on WeChat Moments, and not only that, I must also express my personal views on the matter to prove that I am a very insightful advertiser, right?

Then some people will ask, but it is only popular in the advertising circle, and real consumers have not seen it?

Well, even if it is only popular in the advertising circle, don’t advertisers use cosmetics? Wouldn’t it be a good advertisement if 100,000 advertisers knew about Pechoin? Do you really think that advertising people don't need cosmetics because they work overtime every day?

Wrong, they need cosmetics more.

So, but from a standalone perspective, it was indeed successful, and very successful.

But the problem is that it may not be so successful next time, and it will also lead many clients to try to use great ideas to create new media communication methods that are effective with little effort.

From this perspective, it has its disadvantages.

Someone will definitely ask, isn’t this a good thing?

When I say it is really bad, I don’t mean the result is bad. I mean the strategy you rely on may not work because it relies on isolated ideas without a strong strategic support. It is not good at the strategic level.

When we do marketing, it is best to work hard on big strategies and ideas, and then spend money on communication. If we try to let creativity speak for itself in every little detail, it will be very labor-intensive and essentially uneconomical.

As long as the ROI is appropriate, try to let money speak for itself, rather than people. Take an idea and spend money to hammer it out. Instead of using very little money and smashing it with creativity. (Startups are another matter; most of them have no money.)

Finally, I would like to reiterate my opinion:

1. I would like to pay tribute to the creativity and execution of Pechoin and the Local Climate Survey Bureau behind it. You have done a great job.

2. I hope that the clients do not think that this is a common phenomenon. It is just a special case. Even when you use the Qingming Shanghe Tu method again tomorrow, even if you are the second brand to use this method, it will not have a good effect.

3. The best ideas are actually those that can be copied in large quantities and used multiple times for a long time. Such ideas are the most economical.

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