College Entrance Examination Graduation Season Topic Marketing

How to do topic marketing during the college entrance examination graduation season? We will proceed from three aspects.

The first is the topic copy, the second is the video plot, and the third is the product and brand experience.

VOL.1 Graduation Season

The words that can be associated with it are: farewell, leave note, reluctance, and blessing.

The copywriter can write "Don't be afraid of graduation! Get ready, the world is about to get many times bigger! 》 (Tencent Map) , "The teacher said: Look at the book again, and I will look at you again" (educational product) .

Or "You came from far away, and went far away, but this will always be your second home" (culture and tourism) , "Please ask the teacher to approve the leave, time - forever" (educational product) .

It can also be a very direct blessing, "Often misfortune turns into good fortune, and disaster turns into blessing. This number of blessings will last for a long time, and your future will be full of flowers and bright." (Flower Shop)

Video plots can be used as reference:

KFC's "Growing with You in 2021" short film uses analogies: the first interview after graduation requires courage, which is hidden in the slide of childhood; the choice of offer is hidden in the toys of childhood... These analogies imply that KFC has always been with you and me.

Mengniu's "College Entrance Examination Cypher" invited 15 classic celebrities from textbooks, including Lu Xun, Li Bai, Runtu, Li Lei, and Han Meimei, to sing rap.

NetEase Cloud’s graduation season confession event opens advertising space on the APP, allowing graduates to “shout out” what they want to say. The confession plan is not limited to love. It can also be to express gratitude to teachers and friends or to apologize to those you have hurt.

NetEase Cloud Music also joined hands with Shanghai Fudan University to launch the "Cloud Village Music Review Street Lights" event to light up 24 music review street lights. Under the projection of each light is a music review from NetEase Cloud Music, which contains the beautiful wish of "sending the young people far away and wishing them a broad road ahead."

VOL.2 Epidemic and Protection

The words that can be associated are: online, regret, cloud defense.

The copy can be written like this, "Between the epidemic and youth, in the end, youth ended first" or "The epidemic hasn't passed yet, but youth has become a thing of the past."

You can also say "Hello without any preparation, goodbye with a mask on" (mask) , "Facing graduation, thesis defense cannot be absent; facing the epidemic, responsibility cannot be absent" (propaganda slogans) .

The plot content can be designed as follows: at the beginning of the defense, when students from each major state the research topic of their papers, the scene shows volunteers rushing to the front line, squeezing out time to complete the papers, and the conclusions of the papers are also realized in the process of volunteering. (Computer brand)

It can also be: RAP about epidemic prevention knowledge points, with the first sentence being an ancient poem and the second sentence being precautions for epidemic prevention.

Start a topic #Cloud GraduationRegrets, where everyone can discuss what they think is the most regrettable thing about cloud graduation due to the epidemic. The most popular regret will be compensated by merchants in the form of graduation season products.

VOL.3 Time

The words that can be associated are: get, lose, once.

The copywriter can write, "I can finally comb my hair like an adult, but no one told me that adults don't have much hair" (shampoo) , "The social interactions in the past were in snacks, but now the social interactions are in drinks" (drinks) .

It could also be "I got the money but lost my hair" (shampoo) , "We used to chat across the bed, but now we chat across the screen" (social software) .

The plot of the video can be designed as: a babbling little boy looks at the flower bud in front of him and wants to touch it, but the flower bud blooms, withers and turns into dust in an instant. The boy looks at his hand in surprise and finds that he has become an adult. It turned out that my watch was set to speed up. (Watch brand)

The product experience is: the shopping mall holds an event called "Moonlight Treasure Box". People standing in front of the screen can see their younger self in school uniform on the big screen as long as they recite the "Prajnaparamita" mantra.

VOL.4 My Deskmate

Related words include: companionship, youth, and secret love.

The copy can be written as, "In the future, without your reminders in class, how should I answer the teacher's questions?" (Educational material) .

It could also be "My worries are known by my wrong answer book, my draft paper, and my graduation bouquet, but you don't" (Flower Shop) , "Who says that every secret love cannot be seen in the light of day? 》 (Flower Shop)

The plot of the video can be designed as: In college, in advanced mathematics class, the boy always gives his draft paper to the girl after explaining the wrong questions to her. As graduation was approaching, the girl mustered up the courage to confess her love to the boy. In front of the girl, the boy folded a piece of draft paper into a heart shape, and the strange characters were folded into words of confession. "I have confessed my love to you countless times without you knowing." (book)

The product experience can be designed as: the mini program "Deskmate in Memory", through which you can piece together the deskmate in your memory through various facial features options of the mini program, and upload your own facial features to help you find the deskmate in your memory. (Stationery)

VOL.5 College Entrance Examination

The associated words are: life, hard study, direction.

The copywriter can write, "Sister, go ahead and grill, I guarantee you will have barbecue every day" (takeout) , "Everyone knows how to grill, and everything is right about stewing", and "The college entrance examination does not determine your life, but who you will start the story with later" (Jiang Xiaobai) .

It could also be "The college entrance examination is not the only way out, but it can lead you to a wider world" (culture and tourism) , "I used to think that the college entrance examination was a big deal, but now it is just our topic of conversation after drinking" (Jiang Xiaobai) .

The plot can be borrowed from the Morning Glory Stationery's "It's an Honor to Fight with You! 》Using the perspective of a pen, it tells the growth of candidates and cheers them on.

Or Luo Yonghao x Tsinghua University and Peking University Online School's "Life, More Than One College Entrance Examination", in which Luo Yonghao gives three suggestions to millions of candidates based on his own experience. He admits that he is a dropout, but has come to where he is today by reading more.

The product experience can be designed as follows: bachelor's gowns, school uniforms and other experience props are set up in the mall, and high-speed lens shooting tools are set up to allow online graduates and people who have not experienced campus life to realize their dream of taking photos.

Or the restaurant can set up graduation season discounts, and students can get discounts by presenting their graduation certificates or admission tickets.

VOL.6 Efforts and achievements

The words that can be associated are: persistence, reward, and hard work.

The copywriting can be written like this, "Only a few people can turn the tide against the wind. What I can do is to keep my feet on the ground" (shoe brand) , "Don't hand in the paper early, because a man scored 13 points in the last 35 seconds" (the picture shows NBA basketball superstar Tracy McGrady, Baidu Takeout)

Or "This world does not belong to those born in the 80s, 90s, or 00s, it belongs to those who work hard" (Suning.com) , "I have persisted in brewing for so long just to let you drink real wine" (Royal Jelly) .

The plot activity can refer to: Zhihu's "All Xueqin's Answers", which divides Li Xueqin's true story into three parts: the talented contestant Li Xueqin, the ordinary contestant Li Xueqin, and the joke teller Li Xueqin, who is a person who has never stopped working hard.

Peacebird and New World jointly produced the film "Winning Yourself" which starts from the perspective of confused and exhausted working adults. Following the man's emotional confession, we see the struggle and hard work of a group of young people during the college entrance examination.

Product experience activities can be designed as follows: shopping malls can set up knowledge quizzes with prizes, and those who answer ten questions correctly at one time can receive a prize from the merchant.

Alternatively, you can get one free meal if your college entrance examination score coincides with the store’s opening date.

VOL.7 Harsh words and poisonous chicken soup

The conjunctions that can be deconstructed are: later, opportunity, and do well in the exam.

The copy can be written as: "Study hard, otherwise the wall that others use to hug you in the future will be built by you" (paint) , "Study hard, otherwise the flowers that others use to propose to you in the future will be planted by you" (flower shop) .

Or "Why sleep for a long time when you are alive? You will sleep forever after you die" (Fengyoujing) , "You don't have to rely on talent anymore, it all depends on your face from now on" (beauty products) .

The plot of the video can be designed as: "One Hundred Consequences of Not Studying Well", which uses a black humor approach to show the cruelty of this society to those who have no knowledge, and the degree of understanding of the same thing by people with different amounts of knowledge. Knowledge is power. (Educational products)

The product experience activity can be set up as: "The Scolding House", where various realistic slogans are displayed, which are stories of people who are forced into helpless situations by life. Only knowledge can change destiny.

VOL.8 Ideals and the Future

The words that can be associated are: direction, life, and expectations.

The copy can be written like this: "It doesn't matter where you go for the exam, what's important is who you meet" (Lengshenling) , "There are many choices in life, you just need to choose your own standard answer" (Real Estate, Culture and Tourism) .

Or "All good things must come to an end, but today I'm treating you, and I want to eat with you for a while longer" (catering) , "A sip of wine is a mouthful of love, a spit is a nail" (drinks) .

You can also put it very directly as "“Pillar” you to pass the imperial examination" (hand-drawn picture of the Palace Museum) .

The plot of the video can be borrowed from "Becoming", a joint production of Quark App and the Central Committee of the Communist Youth League, which shows the work and life scenes of different young people after making their choices to the candidates who are filling out their college entrance examination applications.

OPPO Reno6 series shot a "Video Alumni Directory" to showcase campus scenes such as time spent with classmates and memories on the graduation stage, demonstrating the Reno6 series' vibrant portrait video capabilities.

Product experience activities can be: You can play the H5 game "Test Your Achievements After Graduation" during the activity. Based on some questions, you can test the industry you may work in after graduation and the achievements you may achieve.

VOL.9 Poems, Quotes, and Ballads

This can be divided into three parts: poetry, famous quotes and lyrics.

Poetry:

I wish you a long life, and we can enjoy the beauty of the moon together even though we are thousands miles apart.

A friend in need is a friend indeed.

Don’t worry that there are no friends on the road ahead, for everyone in the world knows you.

I send my sorrowful heart to the bright moon, and follow you to the west of Yelang.

I urge you to drink another cup of wine, for there will be no friends west of Yangguan.

I have just seen spring off, and now I am seeing you off.

saying:

The flowers are the same every year, but the people are different every year. ——Liu Xiyi

If a person does not have a clear destination for his voyage, no wind direction will be favorable to him. ——(France) Montaigne

There are three paces of time: the future is slow to arrive, the present flies by like an arrow, and the past stands still forever. — Schiller

Only by knowing the path that led us to today can we plan clearly and wisely for the future. ——Stevenson

lyrics:

In the days without you, I will cherish myself more. Take care of yourself in the years without me. ——"About Winter"

Who comforts you who are sentimental, who comforts you who are tearful. Whoever reads the letter I wrote to you will throw it to the wind. ——《My Deskmate》

Gardenia is in bloom, so lovely, waving goodbye, joyful and helpless. ——Gardenia Blooms

At the beginning we are all children, and in the end we all desire to become angels. ——"Days on Beijing East Road"

If I can't see you again with red eyes, can I still see you with red face? ——"Fleeting Time"

Some stories haven't been told yet, so forget it. ——《Those Flowers》

My future is not a dream, I live every minute seriously. My future is not a dream, my heart moves with hope. - "My Future Is Not a Dream"

VOL.10 Classic Marketing Cases

Zhihu has the answers to all your worries.

Emotional resonance: Heartfelt video copy is the highlight of every Zhihu advertisement. It shows our inner confusion, and the advertising video also restores the real scene. In the college entrance examination preferences depicted on Zhihu, everyone can find their own common points, and many details are portrayed, which is hard not to attract the attention of current candidates and the memories of those who have already taken the college entrance examination.

Product optimization: We have systematically integrated and optimized the content of the site around several important nodes, from college entrance examination preparation to volunteer application. This improves the user experience and increases stickiness of use.

Coca-Cola × High School: Reversed Love Talk

Ten well-known domestic universities and Coca-Cola jointly released a "reverse confession", incorporating the majors and characteristics of major universities into the reverse confession copy, highlighting the characteristics of the schools and attracting audiences to participate in the dissemination.

Mengniu College Entrance Examination Milk Series 2.0

Last year, Mengniu Marketing Department and Global Times Interactive creative team took advantage of the opportunity to launch limited edition packaged milk for the College Entrance Examination and the short film "Later Questions". Thousands of boxes of "College Entrance Examination Milk" were sold out in one day. This year, the original team reunited to launch the "College Entrance Examination Milk 2.0" marketing plan, with even cooler questions and more exciting gameplay!

New products, new packaging: The team considered using milk cartons as a communication medium. Interesting and useful test questions and subject highlights on the packaging can also become new product selling points.

De-commercialization design: Adhering to the design concept of "de-commercialization", the back of the milk carton is strictly arranged according to the college entrance examination paper. The sealing line and question layout are all retained elements.

The two teams further optimized and upgraded the design details of the packaging:

1. The number of subjects increased to 8 (except politics) ;

2. Add a QR code and scan it to see the answer;

3. Adjust the layout so that the title accounts for a larger proportion than the text.

In the end, a total of 12 milk box design layouts were released, including 8 simulation question styles, 3 special styles, "Liberal Arts Cow", "Science Cow", and "Science Cow", and an IP co-branded style printed with the image of Confucius, which were inserted in each box of milk in the form of a blind box for the first time.

Morning Light: Stationery War Series

Nostalgia marketing: The DIY game of restoring the desk takes "accompanying the battle" as the main line, focusing on the youthful memories of "people who have survived the college entrance examination". It uses the desk scene to bring out the stationery in the memories that accompanied them in the battle for the college entrance examination.

Previously, it collaborated with McDonald's to create the "Study Room for Companions", which received positive reviews from netizens.

M&G Stationery has teamed up with LINE Coffee Box to launch the "Pass Every Exam" coffee package. The coffee product cup sleeves also incorporate the ingenious designs of M&G and LEAN Coffee Coffee Box, and incorporate elements such as desks, desk lamps, and stationery to create a lively battle desk.

Offline experience: A "Gaokao Preparation Room" was built in Shanghai, with neatly arranged desks, motivational slogans at the back of the classroom, and thoughtful cheering texts on the bar. These familiar elements of the classroom and the college entrance examination make people unconsciously recall the moments of reviewing for the senior high school entrance examination.

During the College Entrance Examination on June 7-8, M&G organized nearly 300 cheering tents in 40 cities across the country, providing all the necessary stationery, first aid medicines and drinking water! Let the candidates have no worries in the examination room and take the exam with peace of mind.

This is the end of this issue about the topic marketing of the college entrance examination and graduation season~

Author: Creative Calling

Source: Creative Calls