In the era of downgraded love, how can brands leverage the "520" marketing?

Introduction: "Too much sweet marketing on 520 will cause marginal effects. In the highly homogenized "520" marketing campaign, major brands are frantically trying to please couples in love. The rational love concept of living alone advocated by Generation Z is called "love downgrade." In the era of love downgrade, how should brands make efforts to impress Generation Z? How to stand out and become the leader of 520 social marketing? Please listen to the author's analysis as follows."

The annual "Dog Abuse Festival" "520" is approaching. The "520" time point is a good opportunity for major businesses to seize traffic and leverage marketing momentum.

Leverage marketing requires speed, and the "520" festival marketing requires the fermentation time frame of the festival, and the brand's creative response must keep up. In the era of social marketing, the speed at which hot topics are leveraged is, to a certain extent, a huge driving force for users to share and forward.

If the “520” sweet marketing is used too much, it will cause marginal effects. The marginal effect refers to the fact that after each consumer completes a consumption behavior, their enthusiasm for the brand or marketing method decreases. To avoid consumers from experiencing marginal effects and losing attention to the brand.

"520" is the battlefield for young people. "520" marketing should take young people as the main target, take advantage of young people's psychology of "liking new things and nostalgia for the old", and express the brand's youthfulness. How major brands take advantage of the "520" Love Day and use "curiosity" strategies that are different from sweet marketing routines to carry out brand marketing. Many wonderful cases have emerged. How do major brands create eye-catching "520" marketing? The author has selected some wonderful cases to share with you:

1. Give up the saturated sweet market, go against the wind, and turn to the painful market of "broken love" and "breakup".

Case: 24tidy’s “One-day breakup flower shop”

Highlights: Breakup Economy + Singles

In the highly homogenized "520" marketing campaign, major brands are frantically trying to please couples in love, but few brands pay attention to the psychological needs of singles and those who have been heartbroken. There are more and more single consumers. Contemporary young people hold the idea of ​​"better to be single than to settle for someone who is not their best". They would rather be single than to compromise. Demonstrating through personal experience that “there is no capital for love at first sight, and there is no condition for love to grow over time”

In "The Big Bang Theory", Howard held a wedding, and Sheldon's congratulatory speech was as follows: "I have never understood why people spend their entire lives searching for another human being to spend their lives with. Maybe I am too interesting and don't need the company of others. So, I wish you to get as much happiness from each other as I give to myself!"

Contemporary young people all pursue a "Buddhist" approach to love, believing that if they do not choose what to eat when they are hungry, they will regret it, and that being too picky too early will overdraw their luck in meeting true love.

Behind this "Buddhist" love theory is complex sociology, and the number of single people is growing. How should we carry out “520” marketing targeting the huge group of singles?

24tidy first did a demonstration by launching a “breakup” flower shop that was only open for one day. The "520" "Breakup" flower shop had more than 20 million online traffic and more than 100,000 offline traffic, and 80,000 flowers were sold out in advance. The “Breakup” flower shop copywriting: “Life is not just about the present, there are also invitations from your ex” strives to be as realistic as possible to the psychological activities of single people on 520.

Comment: 24tidy’s “520” marketing is unique. In the "520" marketing campaign, which was highly homogenized, the psychological activities of single people and people who had been heartbroken were understood. While taking advantage of the marketing trend, hunger marketing was used. The "flower shop that was only open for one day" made many people feel that the opportunity was not to be missed. It is a successful case of “520” reverse marketing.

Case: 7-ELEVEN "7 Things Being Single Taught Me"

Highlight: Single human rights

During Valentine's Day, 7-ELEVEN launched a set of posters with the theme "7 Things Being Single Taught Me", highlighting the issues of single human rights, such as "I'm single, but that doesn't mean I'm always available" and "Being single is a human right, and you have no obligation to explain it to anyone."

Comment: 7-ELEVEN's "7 Things Being Single Taught Me" highlights the human rights issues of single people. In this world, couples are not the only ones qualified to do many things. Singles can also live well. At least at 7-ELEVEN, there is a caring attitude that will never turn off the lights for singles.

2. Transform yourself into a “battle-hardened” love expert who is one step ahead of others and has forward-thinking skills.

Case: WeChat red envelope limit raised to 520 yuan

Highlights: Thinking ahead and breaking product rules

When it comes to leveraging marketing in advance, many people will think of Durex, but little do they know that WeChat is the pioneer of leveraging marketing. In order to cater to user needs, WeChat "thoughtfully" raised the upper limit of the red envelope amount to 520 yuan on "520". WeChat, which thought of it before its users, made something that could be solved with 52 yuan become "complicated".

Comment: Raising the upper limit of the red envelope amount to 520 yuan meets the needs of fans. If you can express it with red envelopes, please do not express it with words. WeChat's "520" marketing also reflects WeChat founder Zhang Xiaolong's "minimalist"

3. In the era of fan economy, clever use of "male beauty" marketing

Case: Rejoice gives you a VR boyfriend

Highlights: Fan Economy + VR Technology

Rejoice’s “520” marketing campaign “My VR” boyfriend Yang Yang, put on the gifted VR glasses, clicked on the panoramic VR video, and virtually walked into Yang Yang’s room reality.

The power of the fan economy born out of consumerism cannot be underestimated. A celebrity artist with appeal and a fan group with extremely high spending power can still attract a core fan group outside the public eye and have a strong driving effect on the brand's products.

Celebrity spokespersons are a "cost-effective" thing.

Comment: Rejoice has made good use of the fan economy and, by combining it with VR technology, has transformed Yang Yang's fan power into brand fan power, driving product sales.

Case: Chando posted a photo of her boyfriend washing his face

Highlights: Transplantation, boyfriend marketing

On the evening of May 18, Chando launched the "Wash Out Your Boyfriend Power" campaign, encouraging users to post photos of their boyfriends washing their faces.

Comment: With the marketing idea of ​​grafting and using the boyfriend marketing topic, this wave of "520" marketing cases appears particularly fresh and refined among the marketing cases of "flirting with girls", because Chando has taken a different approach, focusing on "flirting with men" and seeking a unique entry point for "520" marketing.

Examples:

4. Marketing by leveraging momentum is not as good as marketing by creating momentum

Case: 520 Xianyu Auction Festival

Highlights: Creating suspense and marketing

520 Xianyu Auction Festival, a storm caused by a "lip print". The plot is closely linked and the suspense is overwhelming.

From May 12th to 16th, the Beijing Youth Daily published a "lip print" suspense advertisement for four consecutive days; on the evening of May 16th, the "lip print gate" storm swept the circle of friends, and celebrities such as Bao Beier, Zhang Weijian, Huang Yali, Jay Chou and Hannah Quinlivan, and Cai Kangyong joined in, accelerating the popularity of the topic; on May 17th, the Shanghai International Fashion Center set up a digital interactive device where users can scan the code to create their own "lip print" photos; on May 18th, Alibaba Group announced in Hangzhou that its "Xianyu" and "Auction" will be merged. This is a powerful combination of the country's largest idle trading platform and the country's largest online auction platform. On the evening of May 19, subtitles such as "Love can’t be bought but can be photographed" were displayed on the LED screen of the Huaao Building on the Bund in Shanghai; on May 20, a large number of celebrities participated in the "520 Xianyu Auction Festival" on Weibo to support the topic.

Comment: This is not just a marketing campaign leveraging the momentum and planning for the 520 festival, but a "long-planned" marketing campaign. The "520 Xianyu Auction Festival" corresponds to Alibaba's "Double Eleven" creation of China's first e-commerce platform and national shopping carnival. Alibaba, which is well versed in the marketing routine of "creating festivals", has identified the theme of "You can't buy it if you love it, but you can get it by bidding" for the Xianyu Auction Festival in the next three years, ensuring that users can buy standard products with a fixed price and bid for unique products.

Goffman's "Drama Theory" proposes that society is a stage, and each of us is an actor on the stage. We play corresponding roles according to fixed scripts and shape our own image in the minds of others in various ways.

The author believes that in recent years, "520" marketing has become the main battlefield for major businesses to leverage marketing. In order to attract consumers' attention in the dazzling "520" sweet marketing, let consumers remember the brand and finally complete the purchase behavior, spontaneous and effective communication is inseparable from the following points:

1. Give up the saturated sweet market, go against the wind, and turn to the painful market of "broken love" and "breakup".

2. In an age where content is paramount, good copywriting should make consumers feel involved

3. Seize the market in advance and grasp the current development trend of the Internet

4. Create suspense, leverage marketing is not as good as marketing by creating momentum

In the era of downgraded love, how can brands impress young consumers?

In the Internet information age, "hot items" are becoming more and more difficult to understand. What becomes a hot topic is often not the sunny, positive, lively and upbeat energy believed by the previous generation, nor even the well-known topics of traffic stars, but various "hot items" that do not follow common sense, such as the jargon of the post-00s, lemon essence, and boasting groups.

It is important to understand Generation Z (those born after 1995 and 2000) and conduct social marketing for brands. Behind the "explosive products", the power of Generation Z cannot be ignored. Their aesthetic tendencies and emotional needs influence new marketing trends. The "520" marketing is largely aimed at Generation Z. Most older people do not understand "foreign" festivals such as 520, and do not even know that this festival exists. They think this festival is a product of "worshiping foreigners."

In the era of love downgrade, brands need to understand young consumers’ views on love in order to better carry out 520 marketing, 214 Valentine’s Day marketing, 314 White Valentine’s Day marketing, Chinese Valentine’s Day marketing... and a series of love-related marketing topics.

The book "Nomadic" shows the love views of contemporary young people. The living environment of contemporary young people is like a "boundless super plain". In order to adapt to such an environment, contemporary young people have a high degree of autonomy on the one hand, and higher mobility on the other hand. They have a certain "nomadic" attribute, switching rapidly between virtual and non-virtual, familiar and unfamiliar.

A rational attitude towards love and a desire to pay more attention to one's own life are common characteristics of Generation Z. Their lives are often more self-centered. From a certain perspective, their views on love have been downgraded, and the proportion of love in their lives is gradually decreasing. Data shows that the search volume for "one-person" products has increased by 190% compared to last year, and the ideal living state for one person is becoming more and more popular.

In an era of downgraded relationships, how should brands strive to impress Generation Z?

In the fragmented information age of the Internet, the era of brands using advertising to advertise is about to pass. Mass communication is the direction that brands need to think about. Regarding how to improve core competitiveness, the author puts forward several technical suggestions:

1. Spread the word louder than everyone else: big ideas, fast speed, and speaking human language

2. Differentiation breakthrough: using social marketing to trigger topics and events

Summary: In the flourishing "520" marketing cases, there is an implicit consumer insight of brands that keeps pace with the times, whether it is giving up the saturated sweet market and using reverse thinking to turn to the painful market of "broken love" and "breakup", or having forward-thinking and transplanting "male beauty" marketing, or creating suspense and "momentum" marketing. These are different from the traditional "520" marketing strategies and can always provide consumers with fresh consumption stimulation one after another.

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Author: Rong Chi

Source: PR Home