Mimi Meng is so expensive, and vivo signed a one-year contract. How else can brands and self-media cooperate?

Last night, a golden sentence appeared in Mi Meng ’s tweet for the first time. The brand was vivo mobile phone , and the interaction between Mi Meng and vivo also appeared at the top of the comment area.

I still remember that more than a month ago, Xinbang wrote an article analyzing 144 soft articles by Mi Meng, in which it revealed that Mi Meng would try some new advertising cooperation models, and the golden sentence at the beginning of the article was one of them. In addition, there are many other forms such as Weekend Story brand sponsorship, hard advertising placement, menu bar placement, solicitation and voting placement, etc.

This collaboration with vivo to sponsor the golden quotes is also the first time that Mimi Meng has presented a new brand cooperation model to the outside world. According to Andy, Mimi Meng's business director, the agreement signed with vivo is for a one-year in-depth cooperation.

How does Mimi Meng carry out in-depth cooperation with brands? What are brands’ views and expectations on the self-media delivery model? What do we media people think? For this purpose, we interviewed some brands and self-media people.

How will Mimi Meng and vivo cooperate this time?

Bangmei was unable to contact vivo for an interview this time, but she was not too surprised that vivo chose to cooperate with Mimi Meng. As early as June 2016, Mimi Meng wrote an article titled "Do Beautiful People Live Better Than Us?" Yes! 》, the vivo X7 mobile phone is mentioned.

The reason for her popularity is easy to understand. In an interview in March, Andy mentioned that 85% of Mimi Meng's fans are women. Fans are concentrated in first-tier cities such as Beijing, Shanghai, Guangzhou, Shenzhen and Hangzhou. Their ages range from 18 to 38 years old. Most of them are college students, independent women, corporate executives, etc. They have strong fan stickiness and strong purchasing power. Such a user portrait is very consistent with vivo's young and fashionable brand tone.

Today Andy also briefly introduced the cooperation model to Bangmei.

New List: How was the effect of this article last night? In addition to the golden sentence naming, what other modes does this cooperation with vivo have?

Andy: Since last night, this article has been read over 2 million times. This morning, many companies came to me to ask about this cooperation model. It is also a new model and everyone would like to try it.

The cooperation with vivo, first of all, will have golden quotes online every week, and secondly, weekend sponsorship, brand placement solicitation, hard advertising placement and other forms will also be reflected in this cooperation with vivo. Including the interaction in the comment section and with brands, I want to try some new tricks.

There will also be a brand video ad going online next week, but it’s not from vivo as the brand needs to be kept secret for the time being.

New List: How is the content of the golden sentences determined? Also, how are the comments section at the bottom arranged?

Andy: The content of the golden sentence will be determined based on the article of the day and will be given to the vivo brand for selection. The comments in the comment section are left by the brands, but we will communicate the direction of the comments in advance, and they will be interesting, not pure advertising.

New List: Besides vivo, which other brands do you have in-depth cooperation with?

Andy: Vivo is not the only partner in the framework cooperation. There are other partners as well, and more partners will continue to join this year.

New List: How do you consider the risks and stop losses of this kind of long-term cooperation?

Andy: For long-term cooperation, we usually choose larger brands. The quality and reputation of the brands are guaranteed, so the risk is not too great. If a situation really happens, we will respond quickly and deal with it immediately, and we will put the interests of our fans at the core and put them first.

New List: What new ways of playing do you think may appear in the future? What are your expectations?

Andy: I ​​think there will be many more models of cooperation between self-media and brands, and self-media will be the trend of the entire advertising in the future. In addition to advertising, there may be more custom branded videos and even large-scale custom events. We naturally look forward to more cooperation models, and hope that other self-media will come up with various new ways of playing. We ourselves will also continue to try and create more new ways of playing.

Compared with the previous relatively simple implantation at the end of tweets, this attempt has obviously opened up more brand cooperation ideas for Mimi Meng.

However, the updated brand launch model of self-media celebrity Mimi Meng is not an isolated case. For a long time, self-media have had their own explorations in brand cooperation models, and different content types have led to different ways of cooperation. This is also reflected in the self-media group interview below.

Returning to the above, is it cost-effective for vivo to bind Mi Meng, who offered a high price, for a long-term cooperation for one year for both parties, and what unknown risks will they face? The communication influence of Mi Meng, a big name, is basically stable, but if the brand binds itself to a self-media with hundreds of thousands of fans but with the potential for rapid growth for a long time, what kind of cooperation model should the two parties adopt? In addition to "breaking up and selling" the various sections of the self-media platform to brands, how many possible relationships are there between self-media and brands? These are all topics worth discussing.

We asked these three questions to some brands and self-media people and received some responses. We also welcome more people to participate in the discussion and express your views in the comment section.

1. What do you think of Mimi Meng’s advertising cooperation model?

2. What cooperation models do you have?

3. What new ways of playing do you think may appear in the future? What to expect?

What do brands and public relations say?

The cooperation between brands and self-media is definitely a win-win situation. In the new media era, no brand can continuously create content on its own, and self-media needs more effective commercial realization. The cooperation between the two parties does not affect the interests of users. Only stupid self-media will fall into the brand's trap. Influential self-media will make the brand tone and content perfectly fit.

Brand management needs a breakthrough. If content like golden sentences is handed over to self-media, it is easy to cause controversy. It depends on whether a brand is afraid of controversy. The brand and self-media must have a high degree of tacit understanding. It is difficult, much more difficult than soft articles, but it is worth trying.

Soft articles are created by brands and media, and future cooperation will be "integration".

General Manager of a technology brand

I don't follow Mimi Meng. I think this form is good, but I feel that all conceivable ways of embedding a WeChat post have been used to the extreme. If this kind of cooperation model continues for a long time, people will get bored, and it feels like brands and accounts will do anything to get advertising.

Our cooperation with self-media is still at the stage of product placement and publication, mainly because the price of each self-media cooperation item is too high. Although some of them can attract greater attention in a short period of time, the advertising effect is relatively general.

In the future, we hope to have deeper platform cooperation with KOLs , and do in-depth implantation based on the personality and tone of the self-media accounts, similar to the feeling of using a self-media to endorse a brand .

An anonymous party

We are currently mainly writing in the form of in-depth interviews. Mimi Meng’s attempts are also attempts at new models. Long-term cooperation can strengthen the image you advocate among users, but there are two issues to consider:

1. Are Mi Meng’s readership consistent with vivo’s users? The cost of this type of cooperation with Mi Meng must be quite high. Is the communication value it brings worth the price?

2. Mimi Meng has always been very controversial. If readers turn against her on a large scale, it would also cause collateral damage to the vivo brand.

What do the self-media think?

True Story Project Lei Jun

For the vast majority of public accounts, any advertisement will cause certain harm to readers and brands, and can only be balanced. vivo’s golden quotes stickers are a good method and do little harm to readers, because Mimi Meng produces chicken soup herself, and the brand sponsorship does not change the style of her content.

We have also tried interaction in the comment section. As long as the scale is well controlled, for example, the joking style of Mimi Meng's interaction this time can actually dispel some of the advertising color. In-depth cooperation with brands is also feasible, but you must grasp the right degree, such as time, frequency, and proportion. And you should keep innovating, otherwise readers will easily get bored.

Our current main form of cooperation is story customization. We collect or write real stories based on the needs of the brand. Most of them are soft implants, and readers cannot tell that they are advertisements; some of them have brand logos, but the content must be highly relevant to the brand. For example, when we cooperated with a certain brand before, it had millions of readers across all platforms and also brought thousands of fans to our own official account.

We have also held activities with brands, including online tweets, offline activities , live broadcasts , etc. We also carried out resource exchange, where we provided the story and the other party provided the corresponding resources.

Business Fan Deng Wei

Models such as the title sentence at the beginning of the article, brand sponsorship, and patch advertising have actually been used in recent years. In fact, Toutiao has also cooperated with some of our own media in similar forms before. This time, Mimi Meng's model can be said to be a micro-innovation that combines these forms. I think it's good to try.

Our advertising cooperation models include native advertising , patches, online topic interactions (including comment areas, message areas UGC , etc.), offline experience evaluations, offline interactions and other forms.

Our in-depth cooperation with brands focuses more on brand culture. For example, recently, we and Blancpain jointly invited a straight male user to go to the Jura Valley in Switzerland to spend a few days visiting top watch factories and large-complex watchmaking workshops. We will explore and convey some brand cultural aspects from the user's perspective, which we hope will be more authentic.

Xiaobei

The forms of business cooperation will definitely evolve, and this is an exploration and in-depth study in this regard. This also shows that the media’s advertising monetization model has always been consistent. The core of self-media is the influence of personal brands plus media attributes. The so-called "risk" is just a matter of the scope and degree of acceptance. We are open to diverse attempts. Keep watching and keep exploring.

gogoboi PR Donna

Patches are good, but there can actually be more innovation in the form. Patch ads are a traditional advertising practice, and self-media should have creative practices that suit them.

Our general cooperation model is to combine fashion content and recommend brands, which are relatively soft. There are two types of cooperation with brands: one is to help with communication (some soft recommendations I mentioned earlier); the other is to participate in planning: currently we are doing more joint planning work with brands. We will also create more content that combines brands and people themselves.

Zhang Xiaoteng, Public Relations and Media Director of the Gossip Growth Association

After going through a period of growth, self-media people have invested more energy and enthusiasm in native advertising content. I think this is a good phenomenon. Content practitioners have taken over some of the work of advertising creative companies, and both self-media people and advertising companies are actually making corresponding transformations.

This is the current advertising format of Kanjani8. In fact, Kanjani8 has already done such a form of slogan solicitation in its KFC advertising leaflet last year. The response to the form of users providing slogans and UGC producing content is very good. In addition to the implantation of hard advertisements and brand information in WeChat, Guanba’s short videos are also an option for content implantation. At present, we are also exploring and trying entertainment integrated marketing and cooperating with film and television dramas.

He Jinkai, Business Director of Yixia Technology

Regarding the brand cooperation between Ms. Mimi Meng and vivo in the form of patches and implants, I believe that it meets the needs of brand exposure without affecting user experience . Of course, this form requires top self-media to achieve the effect. Long-term cooperative brand exposure is one aspect, and conversion rate will also become an indicator that a brand expects in the future.

Miaopai currently has traffic cooperation and funding cooperation. At the same time, it launched a patch advertising profit-sharing plan this year, which is divided into two types: fixed investment and traffic. The fixed investment type means that the customer specifies whose pre-patch he wants to buy, and the price is quoted on a piece-by-piece basis; the traffic type means that the customer only purchases traffic, and the profit is shared with the video author according to the advertising exposure ratio.

We hope to work with creators to innovate more gameplay, without affecting the content itself and user experience.

Sum, Business Director of Visual

Mimi Meng has previously announced that there will be more forms of advertising. This is a new attempt. I think if advertisers do not interfere with the content and only seek brand exposure, they can consider this form. After all, some advertisers may just want continuous exposure of new products rather than the exposure of a soft article.

If the cooperation is long-term, there is a fear that advertisers will interfere too much with the content, which may cause the account to completely cater to the advertisers and lose its own style and tone.

At present, our main form is the implantation of soft articles and the cooperation of patches at the bottom of articles. In fact, we tried this kind of sponsorship in 2015, but due to the tone of the advertisers' brands themselves, they had more requirements for our content, which affected the freedom of our account, so we did not consider this form again later; but I think this is a direction that can be developed, and there will definitely be a period of adjustment between advertisers and self-media.

Mobile application product promotion service: APP promotion service Qinggua Media advertising

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