B station's brand marketing strategy

As a video content community with a large number of young users, Bilibili has gradually attracted the attention of brands.

1. High-energy original content triggers a secondary innovation boom

In 2021, Mixue Bingcheng released a magical theme song "You love me, I love you, Mixue Bingcheng is so sweet" on Bilibili, which quickly became popular and the popular melody covered the entire Internet.

The success of Mixue Bingcheng has made the brand's super-symbolic marketing model gradually adopted by multiple brands.

In January, the beverage brand [Yiran] teamed up with the food section UP [Sheep Cuisine] and the life section UP [Ah Ma Zong] on Bilibili to record the dance music "Go for it If You Like It".

Not only will there be an appearance of brand image dolls, but there will also be participation from two well-known UP hosts on Bilibili, who will leverage the influence of the UP hosts to empower exposure for the work.

Image source: B station brand Yiran official account

As a typical content-based community, in addition to the traditional marketing model of deploying KOLs, Bilibili also benefits from brands creating their own original works to enter the circle and use the circle’s language and symbols to influence users.

According to the playback data of the works released by [Yiran Official Account] since entering Bilibili, the song "Come on If You Like It" quickly penetrated the Bilibili circle and increased the brand's voice, far exceeding the level of previous works.

Data source: Bilibili

FeiGua data (Bilibili version) shows that the dance music works jointly created by Yiran and two UP hosts have a fan-broadcast ratio of up to 5361.7%, and the [One-click Three-Click] have all exceeded 10,000, with the number of broadcasts exceeding 6 million , officially opening the marketing path of accumulating brand voice on the site.

Data source: Feigua Data (Bilibili version)

In order to consolidate the dissemination effect of the brand's original content, Yiran chose to collaborate with two UP hosts in the dance area to perform the duck dance.

Ever since the three major operators launched the live events in the dance area of ​​Bilibili in 2019, which ignited the entire platform, the dance area has become the primary battlefield for brands to rush in and launch live events.

Yiran’s main focus this time is product exposure, with milk tea drinks interspersed in various dance scenes, subtly making users "familiar" with the product information and deeply influencing the user’s mind.

Image source: B station UP host Geng Qingqing, UP host Shiyuanjiang girl

Among the hot words in the barrage, the dance music keyword [加油鸭] ranked third, and the product keyword [奶茶] also appeared in high-frequency discussions. It can be seen that the dance music created by Yiran effectively accelerated the product penetration and expanded the influence coverage after the secondary creation by the UP master in the dance area.

Data source: Feigua Data (Bilibili version)

According to FeiGua statistics, during the event period of the topic "If you like it, keep going" officially created by Yiran, more than 6,000 videos were submitted, nearly 4,000 UP hosts participated in the event, and the cumulative on-demand volume of 14.927w brought long-term exposure growth for Yiran's product promotion on the site.

Data source: Feigua Data (Bilibili version)

2. Invest in vertical UP hosts and create highly relevant content

In the comments on the works of "Keep It Up If You Like It", the UP host [Sheep Cuisine] in the food section was highly discussed and was affectionately called [Changsha version of Hanazawa Kana] by the audience.

UP host related words such as [Auntie] and [Sheep] appeared repeatedly in the comments, ranking first in the hot word list.

Data source: Feigua Data (Bilibili version)

Based on the instant feedback from users on the works released by the brand, and the fact that [Sheep Cuisine] is a well-known UP host in the food area, which is in line with the brand attributes, Yiran chose to further cooperate with Sheep Cuisine to help the brand penetrate the vertical field.

Recently, a type of butter biscuit has become a hot-selling product. Not only does it have a long pre-sale period, but it is also priced quite high.

As an UP host who often reproduces well-known delicacies, Yang Cuisine naturally cannot miss such a "hard-to-get" reproduction opportunity.

Using the popular butternut biscuits as the eye-catching point, the theme of the work is opened - making homemade butternut biscuits at home.

Image source: B station UP host sheep cuisine

The most important thing about butter biscuits is [butter], and butter is strongly related to [milk], which also paves the way for the product placement of "eating food" in this video.

The UP host Sheep Cooking is able to stand out in the star-studded food area because he incorporates food accidents and multiple explorations into the cooking process. In addition, he speaks clearly and his words are ambiguous, which has gradually accumulated a huge fan base of 9 million.

This time, during the process of making butter, the sheep cuisine had an accident as usual, which became a "famous scene" in the work. Even if it was an accident, it could become an anchor point for user interaction. The barrage called it the "Ice Cube Hitting Incident."

Image source: B station UP host sheep cuisine

After repeated failures, the final product not only tastes similar to the original, but also surpasses the original in shape with the advantage of more ingredients and fillings.

Image source: B station UP host sheep cuisine

At the end of the work, Sheep Cuisine introduced Yiran products by explaining the pain point of "Although biscuits are delicious, eating them all the time still feels burdensome because of too much butter" , and mentioned the two main selling points of Yiran dairy products: [low fat] and [sweet and fresh frankincense].

Maintaining consistently high-quality content presentation greatly weakens the sense of rejection of advertising placement. Even hard-ad placement has a connection with the content of the work, which increases user acceptance and effectively reaches the minds of potential consumers.

Image source: B station UP host sheep cuisine

From Yiran’s collaboration with two major UP hosts to release the dance music MV "Go for it If You Like It", to its collaboration with the food section UP host Mianyang Cuisine to make a meal video, the brand has accumulated over 12 million exposures in two months .

As a platform where UGC and PGC coexist, Bilibili has seen a steady stream of marketing cases involving brands collaborating with self-created music.

1. Game Brand: Hua Yi Shan Xin Zhi Yue

The game brand [Hua Yi Shan Xin Zhi Yue] collaborated with UP hosts Zu Yana Xi, San Wu Marblue, Hun Yuan Rysn, and Na Lan Xun Feng to create game character songs together, attracting many users to watch and constantly refreshing the screen with comments such as "Three Chefs' Ecstasy" and "Dream Linkage".

Image source: B station UP host Zu Yanaxi

2. Restaurant brand: McDonald's

McDonald's collaborated with celebrity UP host [Tengger] to adapt the single from McDonald's classic advertising song "i'm lovin it", which became another hit song on B station after Mixue Bingcheng's hit song, with a playback volume of up to 1185.2w, attracting UP hosts in many regions to start a secondary creation wave, and was included in the 152nd issue of B station's weekly must-see.

Image source: B station UP host Tengger

The platform attributes of Bilibili require the brand's marketing model to enter the user circle, rather than superficial advertising implantation. Video-based advertising and de-routineization are the key to influencing users .

Brands co-create live works with UP hosts on Bilibili, team up with people in the circle, and use the language of the circle to effectively achieve the marketing effect of penetrating the circle and reaching the mind.

Conclusion

By reviewing the marketing chain that Bilibili used to accumulate product buzz in a short period of time, we can summarize the following points:

1. The brand officially collaborates with UP hosts on the site to co-create original content, uses "official activities" to enter the user circle, interacts and communicates with users in a close manner, and uses the influence of UP hosts to empower work exposure.
2. To assist in increasing the exposure of original content, trigger more UP hosts to engage in secondary creation , continuously deepen the influence of original content on the site, and expand the coverage of potential interested users.
3. Based on brand concepts and product information, we select suitable UP hosts for further cooperation. In the early stage, we focus on brand exposure and immediate user feedback to convey brand information and brand concepts to influence the minds of B station users. In the later stage, we will engage in business cooperation with UP hosts to fully present the product selling points, thereby helping consumer conversion.

Disclaimer: All images used in the article are annotated.

Author:TK

Source: TK