How was the NetEase Cloud Music subway screen-sweeping incident planned?

Yesterday, two red hot spots appeared: the spread of music reviews on NetEase Cloud Music and the release of red iPhones. This morning, both of them were flooding the WeChat Moments , and more articles were forwarded on WeChat Moments about NetEase Cloud Music. So, we carried forward the spirit of working overtime like little bees and interviewed the marketing department of NetEase Cloud Music overnight.

1. The copy that NetEase put in the subway is now being swiped all over the WeChat Moments. Did you expect such a big response?

We felt it had potential when we were planning this project.

On the one hand, the quality of NetEase Cloud Music's UGC content reviews has always been very high, and many people have developed the habit of "reading reviews while listening to songs". Moreover, the 85 comments selected from the 400 million comments through background data and manual screening really hit the heart. Of course, the red and white visual design can also give people a strong impact.

On the other hand, the subway is also a good carrier of emotions. It is connected with the feelings of "tiredness and loneliness of struggle" and can easily diffuse and spread emotions.

2. Nowadays, people are all "phone-dwelling people", so why did you choose the subway at that time?

The subway is a product of urbanization. It is not just a means of transportation , but also associated with the feeling of "exhaustion and loneliness of struggle". The subway carries the dreams and hopes of so many people, but they are so lonely. We have been or are currently subway passengers, so we deeply understand the fragility of this loneliness.

The subway is a relatively closed space. In this environment, people can concentrate easily and emotional transmission will accelerate. These emotional music reviews, coupled with the neat graphic format, give the communication a warmth and a sense of ritual, just hitting the last line of defense for the exhausted passengers. The complex emotions that blend with each other quickly spread in the subway car, completing the collision and resonance.

Through this dissemination, we want to pass on these music reviews that once touched us to more users, alleviate their loneliness and bring them emotional comfort.

3. This time, NetEase Cloud Music uses those touching song reviews as a core of communication. What is your strategic thinking behind this?

The overall idea of ​​this plan is to do marketing with the idea of ​​making products, to make what users want to see and what users will resonate with, rather than what you want users to know. This is consistent with the original starting point of many of NetEase Cloud Music's functions. Whether it is music reviews, precise personalized recommendations, or friend dynamics features, we are looking for a way to "moderately alleviate loneliness while maintaining personal independence." For this campaign, we selected 85 comments and promoted them on Hangzhou Metro Line 1, also using emotional resonance to help users relieve loneliness and heal their hearts.

4. Why did you choose Hangzhou this time? Can you state the specific reasons? Will you come to Beijing, Shanghai and Guangzhou next?

Hangzhou has been developing rapidly in recent times, especially after the G20 summit, and has entered the ranks of quasi-first-tier cities. In terms of city size and population, it can meet the explosive demand for communication.

Hangzhou Metro plans creative events every year and has launched many interesting special trains in the past. This year, their communication needs just happened to include "Spring and Music", which coincided with our ideas. It can be said that it was a collaboration that was a perfect match.

Whether this activity will be extended to other cities is still under discussion. But we will use more forms to spread high-quality music reviews, including various online and offline activities, which are currently being planned.

5. I used to listen to music using Baidu. After my colleague introduced me to NetEase Cloud Music, I forgot about other online music. The reason is that your model has changed my usage habits. You use UGC (user-generated content) to let users impress other users, and the audience can easily sense the warmth and find resonance. This Hangzhou subway video made many people cry. These touching UGC contents are very valuable. Will NetEase Cloud Music process these original contents to create other works in the future?

UGC has always been content that we value very much. The music reviews in this "Music Review Special Train" are all written by ordinary users, and they truly reflect the emotions and thoughts of the people who listen to the songs. In these happy or sad music reviews, we all see our own shadows to some extent, and naturally we can gain more touching and resonance.

In the past few years, we have been promoting UGC content such as music reviews and playlists, and have achieved good results. In the future, these UGC contents will still be an important direction of our communication, and are already in the planning stage.

6. Let me ask a question that everyone wants to ask. In addition to advertising revenue and purchases of some songs, can you reveal other forms of monetization?

In addition to advertising revenue and digital album sales, NetEase Cloud Music's monetization methods also include paid memberships, reward functions, peripheral hardware, performance tickets, etc., which are already quite rich, and we will have more commercial explorations in the future.

7. How many users do you have now? Is it growing steadily or is there a period of explosive growth?

The current number of users has exceeded 200 million, and it has entered a period of explosive growth since the second half of 2015.

8. NetEase Cloud Music has already been called a big IP. Will you produce peripheral products based on this? In fact, what I want to ask is the ultimate form of NetEase Cloud Music’s future development. For example: If a good manufacturer cooperates with a dedicated headset, I think I will buy it.

Peripheral hardware is one of the directions we are exploring in our business.

In fact, the "IN-VOICE" music headphones, which were strategically invested by NetEase Cloud Music last year, have been launched. The price is 699 yuan and they are now available on the NetEase Cloud Music store.

Currently, peripheral products of our NetEase Cloud Music mascots (Duoduo and Xixi) are also being produced, and the first batch of dolls and other peripheral products will be launched soon.

In fact, before this promotion came out, we had considered doing a music review of Zhao Lei 's song "Ideal". Because the music reviews in it are so touching, each review is a story and is very contagious. But because Zhao Lei's singing of "Thirty-Year-Old Woman" had such a negative impact, we gave up. Now I think it's a pity. If you are interested, you can check it out.

Music itself is something that grows in the heart. How can it not move people when it expresses the words deep in their heart? Hence, NetEase Cloud Music had music reviews that went viral.

Attached are some music reviews from NetEase Cloud Music

Ideal is to leave home ——Highway 50 reviews Zhao Lei's "Ideal"

I want to be the person who can describe your life at your funeral.
——@醋溜6 comments on Yuki Kajiura’s “Palpitation!”

Those who eat while crying can move on.
——Comment on Doughtnuts Hole "Otona no Oki"

How many people love silently in the name of friends.
——@月海浪花 commented on Eason Chan's "Ten Years"

Ten years ago you said life is as gorgeous as summer flowers.
Ten years later you said that ordinary is the only answer.
——@张小诅咒's comment on Pu Shu's "Born Like Summer Flowers"

When I was a kid, I would scratch out the word "Thank you" on the lottery ticket but I wouldn't throw it away.
I have to scrape the "thank you for your patronage" clean before I let it go.
Exactly the same as so many things that happened later.
——@Hello I am a mascot commented on Chen Shanni's "Love Song"

Everyone's cracks will eventually become patterns of stories.
——@BORNSICK commented on Fish Leong’s “It Will Pass”

You said that your youth was as bright as yesterday, but who knew that youth is just a dream.
——@嚻嚻暮雨 comments on Xu Wei's "Time"

If we don’t want to be together, then let’s not be together. Life is not that long anyway.
—— @你如花生太美 comment on Li Zhi's "Memories of Zhengzhou"

"Do you remember her?"
"I forgot about it a long time ago, haha"
"I haven't said who it is yet."
——@＿Z＿S commented on Pianoboy's "The truth that you leave"

What I fear most is that you live a mediocre life and still say that being ordinary is precious.
——@Ang Yi's comment on Bai Liang's "Sun Dasheng"

Wishing you happiness is fake, wishing you happiness is real.
——@似是非或世事可惧 commented on Good Sister Band's "I'm Going to Another Place to See You"

Most people die at 25 but are not buried until they are 75.
——@My sneakers are a little dirty commented on the Universal Youth Hostel "Kill the Shijiazhuang Man"

The school uniform was the only couple outfit she and I wore.
The graduation photo is the only photo of her and me.
——@Cigarette Boy Eason Chan "Long Time No See"

My phone is full of breakup songs, as if I’ve ever been in love.
——@Memories are no longer the same, commenting on Li Zhi's "Suddenly"

You are so good at comforting others.
You must have spent a lot of time comforting yourself.
——@昏鹿场_ comments on Cheng Bi's "Song for the Young"

Young love,
It means to happily think that you will spend your whole life with the person in front of you.
So anticipate all kinds of things in the future and insist that it will come true.
Until many years later,
When we experience the pain of growing up, the changes in love,
Only after going through thousands of mountains and rivers will you suddenly realize,
All those years were just a beautiful dream given to you by God.
To support you so that you can go through this long life with strength.
——@渝堤 comments on Wansuiye's "Love"

Ask her why she always carries an umbrella in her bag.
She said that when it rained, no one came to give her an umbrella, and no one came to get wet with her.
Without an umbrella, you can neither stand nor walk, like a pathetic joke.
——@NO_MORE_EXCUSE Lin Youjia "Useless Umbrella"

I have been drifting in Beijing for almost ten years, and I have become the person I least want to be.
Think about the basement you rented, where you washed a pair of socks and they didn't dry for 4 days.
I smiled helplessly and put it on.
——@Shadow's Sunflower comments on Ma Fei's "Director Li"

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

This article was compiled and published by @谧问秋子(Qinggua Media). Please indicate the author information and source when reprinting! Site Map