Marketing promotion: How to take advantage of the popularity and come up with creative copywriting?

Everyone can ride on the popularity of others, but it is still difficult to come up with your own creativity. How to stand out from the flood of hot copywriting? Below, the author will share with you some of his experiences in creative copywriting output.

Without further ado, let me get straight to the point:

In the past two days, CCTV's Two Sessions promotional video "Sun Wukong's Three Treasures" has become popular. As for the reason, of course part of it is promoted, but it is indeed widely reported by the media.

Therefore, the corresponding search terms and keywords will increase. The author will seize the time here to give you some entry points to catch the heat and be one step ahead of others.

Part 1:

Let's start with the simple ones. First of all, in the era of Internet information explosion, no one is willing to take the time to understand a concept (article/video/movie, etc.) that is not popular. Even if it is a hot topic that has attracted nationwide attention and made headlines, not everyone is willing to take the time to understand it.

For example: "What's Peppa Pig?" was very popular last year. More people just knew that it was very popular, but not many people had seen its original work.

On the one hand, people are unwilling to spend time watching it, and on the other hand, by the time it becomes popular, there is already a flood of secondary creations. Audiences are more willing to spend time and are more likely to be exposed to secondary creations and are no longer interested in the original works.

Based on this, we cannot ask our target audience to accept this very popular original work before accepting our creation.

In simple terms, we want to:

1. The target audience knows that this original work is very popular. At least, it has been shared recently on major headlines, media, and WeChat Moments, so they are all familiar with it.
2. But we have to assume that they know that this original work is very popular, but they have no idea what it is about.

Regarding 1, because the original works we selected are very popular in themselves, they will definitely be familiar to the audience. For example, this time's "Sun Wukong's Three Treasures" is a promotional video about the two sessions, and the creator is People's Daily. Regardless of whether it is really popular or not, at least the media will definitely promote it vigorously during this period. This is why we chose it.

Regarding 2, since we have pre-set the target audience as not knowing what the content is about, then why should we take advantage of the popularity?

title:

Yes, it is the title. In detail, it should be divided into two ways:

The first type is pure clickbait, which simply uses a name, such as "XXX's Three Treasure Bags" or "We also have Sun Wukong's Three Treasure Bags". I believe everyone is used to this type of thing, and it certainly works. But since we are talking about imagination, we can't just do it so simply and perfunctorily, we still need some practical stuff.

We use the second one: the image in the title.

The image in the title is actually the image that the public will first associate with when they see the title of the original work, including: objects, colors, characteristics, and feelings.

For example:

The original work "What's Peppa Pig" became popular, but what is actually more popular is the term "What's Peppa Pig" - a wide variety of businesses, such as home decoration and shopping malls, say "What's Peppa Pig is complete".

At the same time, when people see the word "Page", even if they have not watched the original video, the image of the pig head will emerge in their minds. Therefore, the image of the title is a good entry point, because the target audience understands what you are explaining.

I once made a simple sketch of Peppa Pig for a company called DGGO, taking advantage of the popularity of "What's Peppa Pig?"

So, what is the image of "The Three Treasures of Sun Wukong" this time?

Of course it’s the eldest brother, Sun Wukong himself!

The image of Sun Wukong is deeply rooted in people's hearts and has become popular recently. The older generation is familiar with the TV series Journey to the West, and the younger generation is a master of the six disciplines and knows the image of Sun Wukong like the back of their hand.

Having found this theme element, we analyze it as usual:

• Names: Sun Wukong, The Great Sage Equaling Heaven, Big Brother, Fighting Buddha, etc.
• Color: Classic yellow
• Iconic items: Golden Cudgel, Seventy-two Transformations, Somersault Cloud, Fiery Eyes and Golden Pupils
• Customs: None

Back to the title itself, what is the first thought that comes to the audience’s mind when they see "The Three Treasures of Sun Wukong"?

What's the first thought that comes to your mind when you see this title?

The first thought that comes to mind is the image of Sun Wukong himself, and the second thought is definitely the question: What exactly are the three magic bags?

Then the Monkey King's magic bag naturally emerged in my mind (the magic bag is also the trump card, the life-saving talisman, and the most powerful thing): the golden hoop, the seventy-two transformations, the somersault cloud, the flaming eyes and golden pupils

Then, let’s extend the meaning of these tips:

• Golden hoop: strong and good quality
• Seventy-two changes: multiple changes and shapes - customized, multiple styles, versatile
• Jindouyun: fast speed, on-demand service - fast speed, high efficiency, service mechanism
• Fiery eyes: can identify transvestite - anti-counterfeiting labels, anti-counterfeiting logos, lighting photography

Okay, how do we use these tips?

First of all, based on the brand characteristics/product characteristics, generally speaking, the golden cudgel is a must. If it is for take-out/express delivery/visa/certificate application/communication, you can use the somersault cloud; for clothing, beauty, home decoration, the seventy-two transformations are very good; for medicines/valuables/photography, etc., the Fiery Eyes and Golden Pupils are still a bit beyond the reach.

As for how to write it, let me give you an example:

Xiaomi Mi 9:

The official slogan is "Battle Angel" who is "good-looking and capable of fighting", and Sun Wukong is both the Fighting Buddha and the Monkey King, so my idea is as follows (high energy ahead):

Copywriting theme: Chinese version of Battle Angel - Sun Wukong's three tips

Content of the copy: Introducing the three tips of Sun Wukong, the Chinese version of Battle Angel, which helped him conquer demons and overcome eighty-one difficulties along the way. Xiaomi 9 is likened to Sun Wukong, and the product features are integrated into the three tips.

Core selling point: three tips

1. Golden Cudgel : Sapphire glass lens, super hard and wear-resistant , providing long-term protection; the world's first batch of Snapdragon 855, the annual super flagship processor, with excellent operating quality.
2. Jindouyun : The world's first 20W wireless flash charging , which is as fast as wired fast charging; standard 27W wired fast charging , fully charged in just 60 minutes; fifth-generation ultra-fast under-screen fingerprint, 25% faster unlocking and super sensitive.
3. Fiery Eyes and Golden Pupils : Holographic iridescent glass body, dreamy rainbow light in the palm of your hand; Sony 48-megapixel triple-camera, ranked among the top three in the world for photography on DxOMark; supports ultra-wide-angle and macro shooting to open up an extraordinary vision for mobile phone photography.

Promotion method:

• Tweets
• Series of posters: Three posters, each with the theme of the copy as the main title and the respective tips as the subtitles. The text content is above, and the composition is another matter.
• H5 micro flyer
• Topic discussion: Alita, the battle angel from the West, and the Monkey King, the fighting Buddha from the East, whose three magic bags are more powerful.

If we are looking for a brand in the two-dimensional world, I think it's okay to use Son Goku from Dragon Ball. He also has yellow hair, and his characteristics are Kamehameha, Super Saiyan, Kaio-ken, and Spirit Bomb. You can try to analyze it.

Part 2:

We have talked so much above because our preset target audience knows that this original work is very popular. At least, it has been shared on major headlines, media, and WeChat Moments recently, and everyone is familiar with it. However, they should be assumed to know that this original work is very popular, but they have no idea what it is about.

What if we don’t make any assumptions, and what if the target audience has seen the original work? What should we do?

First, let’s understand: what is this original work about?

The following content comes from Baidu Encyclopedia:

Story 1

Don’t worry about river pollution, our representatives will give you some advice.

There is a difficulty: A chemical plant was built upstream of the Zimu River in the Kingdom of Daughters, and the clear water has turned into sewage. What can we do?

Find a representative: How can we tolerate river pollution? Mountains of gold and silver are not as good as green mountains and clear waters. The suggestion submitted by the representatives to the National People's Congress is to increase the protection of the Zimu River drinking water source.

Story 2

The Tongtian River is very turbulent, and there is a bridge connecting the two ends.

There are difficulties: The Tongtian River has surging water. The people of the nearby Chenjia Village have had difficulty crossing the river for generations and can only sigh in despair at the sight of the river!

Find a representative: If you want to be rich, build roads first! How can we be restricted by this big river? The difficulty in crossing the river is a concentrated manifestation of transportation poverty alleviation in poor areas. The representatives brought this issue to the National People's Congress and proposed building a bridge over the Tongtian River.

Story 3

The price of the miracle drug is too high, and medical insurance can help you out.

There are difficulties: People have chronic myeloid leukemia and heard that there is a miracle drug that can cure the disease. Although they are happy, they are helpless because the price is too expensive and they can’t afford it!

Find a representative: Life-saving drugs must save lives. The representative’s suggestion is to include imported life-saving drugs in medical insurance, and people must be able to afford them!

It all comes down to two aspects:

1. If you have any difficulties, find a representative (directly promote the "use" of representatives)
2. Environmental protection, poverty alleviation, and medical insurance (indicating the three core contents of the meeting)

If you have any difficulties, please find a representative:

This sentence is repeatedly emphasized in it, so let's use this sentence as well. It is still my most commonly used old method, homophony and word decomposition.

For example, "有难" can be broken down into: "有难", which means "困", which means dozing off; "找代表" is pronounced as "找戴表", which means "find a watch" and finally becomes the slogan for a watch with an alarm/wake-up function: If you have difficulties, find Dai Biao.

For example, "Are you having financial difficulties? Talk to your loan agent!" can be used in the copywriting of loan companies, etc. Because it needs to be combined with the brand characteristics, I will not elaborate on it here.

Environmental protection, poverty alleviation, and medical insurance:

This is quite simple, but it is not suitable for all brands. If you are making environmentally friendly products or products with environmentally friendly features, you can use it. As for poverty alleviation and medical insurance, I personally recommend not to use it as it is more sensitive and easy to be criticized.

Back to the beginning, in short, after some popular original works come out, don’t try to create something new immediately. You should incubate it for a while and wait until the target audience is familiar with it before taking the next step.

Just because you think something is popular doesn’t mean your target audience will find it familiar.

The most important point about copywriting creativity is: information symmetry - let the target audience know what you are talking about.

Source: fat c