"Sisters Riding the Wind and Waves" marketing and promotion strategy!

Have you watched Sisters Riding the Wind and Waves? This is the hottest variety reality show this year, bar none.

With the market's overall good acceptance of talent shows, the talent show "Sisters Riding the Wind and Waves", which features 30 female stars aged 30+ who form a group against their aging process, came into being.

Unlike previous talent shows, the highlight of this show is not which contestant displays outstanding talent. Perhaps people are not paying much attention to the performance itself. After the show is broadcast, what may make users remember more are the "golden quotes" of these opinion leaders.

In the eyes of experts from all walks of life, the online variety show Sisters Riding the Wind and Waves has gone beyond the scope of a celebrity talent show.

Some people say that it is an apocalypse of palace fighting and workplace, which gives us a glimpse into the various aspects of the workplace, while others say that its success comes from the excellent marketing capabilities of its production team.

As a good variety show, just like a good product, it needs to be well-made and of high quality. To become an instant hit and achieve explosive success, it must come from its outstanding marketing capabilities.

Why is Sisters Riding the Wind and Waves so popular on the Internet, and what are the factors behind its success?

Today we will interpret the marketing tactics behind this marketing handbook and what kind of thoughts and inspirations it brings to marketers.

1. Understand users

As the name suggests, the main target audience of this program is "sisters", young and middle-aged urban women aged 30+.

Just like this year’s popular marketing case “Houlang”.

What they have in common is that they hit the target audience's pain points and cause spiritual resonance.

Good marketing is the same as good works. It must be able to capture people's insights, transcend life, and come from life.

As time goes by, urban women over 30 gradually lose their original advantages such as youth and beauty. Faced with the pressure of life and the requirements of this era for women to take on multiple roles, they may become anxious and at a loss. They want to get rid of the inherent judgments of the world, they want to make continuous breakthroughs and challenge themselves, and they want to highlight their personality in a more shining way.

This program gives the participating celebrity sisters a unique opportunity. More importantly, it injects a shot in the arm for the vast number of 30+ women, allowing them to face the challenging world with full confidence and courage, and be ready to complete their self-transformation at any time.

2. Differentiation

Differentiation is its core competitive advantage that makes it stand out. There are two main aspects of differentiation I want to talk about:

First, program positioning differentiation:

Usually, performing arts programs give more opportunities to young people who are just starting out in their 20s. The audience is relatively young, "30+", and "female", a group that is usually ignored by society. However, it is this group that now plays an increasingly important role in society and needs attention and care. Just as Huang Xiaoming said in the program: "I am here to serve you."

Sisters Riding the Wind and Waves is the first star talent show targeting “older urban middle-aged and young women” to debut as a group.

Second, the transmission of positive values:

Usually women over 30 are very reluctant to talk about their age. They turn pale when talking about their age. Women are very resistant to getting old. This is a normal psychological demand of women and there is nothing wrong with it. This is the positioning of "anti-aging, resisting the invasion of time" that almost all cosmetics are conveying today, which is the mainstream female value.

But this program takes a different approach, putting the women's age on the table, in front of everyone for discussion. It does not shy away from the fact that older women mind being young, and it seems like "I'm not young anymore, but I'm so confident", which is really admirable.

Isn’t this the value proposition that women should pursue today?

No one can resist the changes of time, but we can only control our attitude towards life. I am the master of my own life.

3. Strong positioning

"30 sisters with different personalities + humble Huang Xiaoming + villain Du Hua" make the positioning of the entire program very clear and layered.

One of the secrets to the show's success lies in its differentiated character positioning.

Where there is a character, there are topics and points of criticism.

Combining the sisters' own personal charm, the characteristics of each sister are more vividly displayed in the program through "golden sentences", "performances", "daily communication", "micro-expressions" and other methods.

Ning Jing: The Domineering Queen

Zhang Yuqi: The hot queen

Wan Qian: Intellectual Confidence

…

Du Hua, a very magical existence in this show. Although everyone feels that she, as a "who-knows-what" judge who "criticizes" the sisters' performance, looks unprofessional and has been criticized, she is indeed one of the reasons for the show's success.

Looking through Du Hua's resume, in 1981, she became the CEO of Lehua Entertainment. In just ten years, she led Lehua Entertainment to become a well-known domestic entertainment company, with artists including big names such as Han Geng and Huang Zheng. I have to say that she has a good eye and taste in choosing people. In the show, she is more often seen in the audience's mind as an "unprofessional, harsh, and villainous" judge.

Huang Xiaoming's "humble" role as the witness of the group formation and serving the sisters made the whole program more rounded, and it played a mitigating role compared to the sharp, tension-filled and dramatic conflict parts such as "Sisters and Judges". This is in stark contrast to the "crazy, arrogant, and cool" image he usually portrays in film and television dramas.

4. Set the scene

This show is very immersive.

The sisters' appearances were all carefully designed, and they appeared one after another to create a sense of ceremony. The exquisite and gorgeous performance costumes, various colors of lipsticks, different performance styles, and the interesting and orderly on-site order all contributed to the show's effect.

The same is true for marketing, "people, goods, and place" must be a trinity.

The "field" here refers to the "place or scenario of consumption". Under what circumstances can your product be used to highlight its core advantages and solve what problems for whom are all the marketing content that you have to think about and explain clearly.

With the increasing abundance of material wealth, goods on the market are no longer scarce, product homogeneity is serious, the factor of "people", or consumers, is becoming increasingly uncontrollable, and traffic costs are increasing. At this time, "scene" becomes the core element. Only by discovering and occupying the core elements that constitute the scene as early as possible can you gain an advantage among many brands.

"Place" is a comprehensive experience brought to the target audience, and its purpose is to encourage "people" to pay for "goods".

For the sake of Sisters Riding the Wind and Waves, do you really want to pay to watch it, or even recommend it to more people to watch, and then discuss the show together? This is the entire purpose of the "field" it creates.

The same goes for your brand marketing and product marketing. When you place your product vividly in one or more specific scenarios and fully present its benefits to customers, you can make them become your fans, add products to cart, place orders, pay, make repeat purchases, and share them with people who have the same needs. This is the whole meaning of scenario marketing.

5. Tell a story

It’s so hard to tell a good story.

Public speaking is storytelling, movies are storytelling, and likewise, advertising and marketing are also storytelling.

In terms of art form, from the perspective of storytelling, advertising is the most difficult, followed by short videos, then movies, and finally TV series.

Why is advertising actually the most difficult art form to express?

Because the advertisement is only 15 to 30 seconds long, it requires insights into the target audience, what problems they encounter, how the product solves the problems, and where the benefits lie. It is impossible to tell such a story clearly in such a short time and also to add a certain artistic form to it. Doesn’t it sound impossible? It is indeed difficult, which also explains why there are so many brands and so many practitioners in the advertising industry, but there are always only a handful of good advertising works produced every year.

Back to the program itself, Sisters Riding the Winds and Waves, with a massive amount of real material, through editing and outstanding on-site organization capabilities, the program tells the story in a leisurely manner, highlights the key points, and creates topics in moderation while maintaining its authenticity. And authenticity is the essence of reality shows.

Author: Zhu Jingyu

Source: Jade Digital Marketing (Jade_Digital)