What kind of methodology can continuously create popular marketing products?

For most marketers, screen swiping is something that can only be encountered by chance .

Everyone analyzes those popular and high-quality cases, but also encounters repeated failures in the process of practice. Some people even began to doubt - are all the screen swiping just random events ? Can we only hope for the favor of the goddess of luck?

Maybe this is not the case. For example, the works produced by NetEase Dada set a record of being on the screen twice in three days and the traffic exceeded 10 million pv . It is a veritable " blockbuster harvester ." Even though we cannot use our own experience to tell you how to create a hit, we can explore some effective and common rules from the path Dada has taken.

In fact, the development of NetEase Dada has not been smooth sailing. As a column under the Boiling Point Studio, it once had its own App, and also experienced content suspension and App removal. Fortunately, they have re-established their reputation through their popular H5s. A previous H5 titled "She Died After Struggling for 48 Hours, No One Knew" received 20 million visits, and "Sleeping Position Competition" also attracted countless users to participate...

As for the secrets of the hit cases, they summarized them with specific actions:

1. Taking advantage of hot topics will never go out of style. Taking advantage of the situation is also called "riding on the hot spot". In the era of mobile Internet, this is a very common way of communication. It not only saves the early stage preparation and preheating process, but also can quickly ferment the topic at a lower cost. Although there are only a few works that can catch people's eyes among the large number of works that are riding on hot topics, there are also many topics based on hot topics that have achieved better communication effects than usual.

2. Insight into human nature is the basis of creativity. Addictive products are designed to satisfy people’s hearts and inspire them to share on WeChat Moments. For many users, Moments is a core platform for self-expression - everyone will "shape" a better self through conscious or unconscious dynamics. Therefore, in addition to being interesting, those H5s that go viral can also help users add some positive labels, such as "passionate", "positive", "environmentally friendly", etc.

3. Accurately select the target group. If you want to create a trend of nationwide screen swiping, you must break the circle while detonating the users in the circle. Although the marketing bombardment of all media can also achieve similar effects, the cost is too high and it is a little difficult to imitate. In comparison, NetEase’s screen-sweeping case seems to be more worthy of our study. On the road to screen-sweeping, they followed a step-by-step process: identifying the target group, gaining enough momentum within the circle, and then spreading the influence outside the circle through this group of people...

Let us review NetEase News’ H5 with these “dry goods” in mind, and perhaps we will have a slightly different understanding.

My New Year's Flag

The sense of ritual is the most direct way for people to express their inner feelings. For Chinese people who attach great importance to the sense of ritual, we must do something for this New Year's Eve when we bid farewell to the old and usher in the new. The H5 released by NetEase captured this mentality and helped us create a tool for recording and sharing.

How much do Chinese people spend on festivals? 》

When talking about New Year's Eve, we have to mention the Spring Festival. For today's young people, the Spring Festival not only means "warmth" and "reunion", but also a day of spending money while being tired. Also taking advantage of the festival, NetEase chose the special entry point of "bill" and hit the hearts of users with shocking numbers.

88 Years on the Red Carpet: The Past and Present of the Oscars

The day before the 88th Academy Awards, NetEase launched an H5 about the history of the Oscars, telling the story behind the little golden man and the ups and downs of American society in the form of a timeline...

College Entrance Examination: Born Different

In 2016, the Ministry of Education released the 2016 cross-provincial student source control plan for some regions, which caused heated discussion. Therefore, NetEase used an H5 to popularize relevant knowledge, and countless candidates and parents used it as a vehicle to start discussions.

Unlock Your Ode to Joy Character

Many viewers found their own shadows in the drama "Ode to Joy", or found the person they wanted to be. In fact, there were quite a few tests on Ode to Joy at that time, but the content and results were relatively simple. NetEase used a combination of two characters to form the final result, which not only reasonably described the user's "personality", but also attracted the public's curiosity with a unique answer.

We can also see from this H5 that exceeding users’ expectations is the key to creating a screen-sweeping phenomenon. This expectation can be reflected in many aspects such as vision, plot, sound effects, etc. Let’s take a look at a few examples.

Celebrating Harry Potter's 20th Anniversary

This H5 is themed on the 20th anniversary of Harry Potter, and uses parallax to recreate the charm of the magical world in the novel. Users can choose a branch of the magic academy and see familiar scenes from film and television works. Not only that, two magic spells are also provided for users to learn, which gives them a strong sense of immersion!

She struggled for 48 hours and died, and no one knew

This H5 was very popular when it was first launched. The visual scrolling and black tones allowed users to experience the crisis scene of the end of the world from a first-person perspective. The flashback narrative technique and the ups and downs of the plot made the comic easy to understand and thought-provoking. This work inspired kindness and sense of justice in many people's hearts, and they called for the protection of the ocean and whales through forwarding.

Sleeping Position Competition

Many people’s friend circles have been flooded with pictures of various sleeping positions. On the one hand, the fresh and simple illustration style is too popular among young people, and on the other hand, scene-based DIY H5s are relatively rare. There are a lot of DIY materials available to users, and people with different personalities and hobbies can find the outfits, expressions and props that suit them, which is very suitable for showing themselves.

Compared with the first two screen-sweeping modes, although some of the cases to be discussed below are not outstanding in terms of data performance, they have all caused a great response in the target circle. More viewers forward this type of H5 to show their love for something and their remembrance of the past, which is what we often call - sentiment.

Sliding into Childhood

This H5, which claims that adults dare not click on it, really hits the hearts of the audience. From "Slam Dunk", "Detective Conan", "Doraemon", "Naruto" to "Sailor Moon", the classic lines and background music of each anime carry the childhood memories of a generation.

Marvel Movies 10th Anniversary

The H5 produced for Marvel's tenth anniversary is also a wave of classic memories, from Iron Man and the Hulk in 2008, to the classic scene of the superheroes fighting side by side for the first time in "Avengers 1", and even the characters that have appeared in recent years have made their appearances one by one, making countless Marvel fans crazy about it.

Sacrifice to the Ancient Dragon

Gu Long's life was like his novels, with too many twists and turns and hardships. Thirty years after his death, NetEase used an H5 to mourn this lifelong lonely wanderer and the world he created. Although this work is not as loud as the previous cases, it also evokes the memories and respect of martial arts fans for the master.

In fact, NetEase News has many remarkable cases, and they continue to produce high-quality works. In addition to the secrets to success mentioned above, most of their works have similar characteristics.

• High-quality and interesting content
• The expression methods are diverse and fresh
• High user participation and strong interactivity

…

I remember that a few years ago, some people were shouting that "H5 advertising will die", but judging from the works that NetEase continues to produce, H5 is not only not dead, but is living a better life. Even if they did not embed too much brand-related information in the H5, they gained favor from the outside world by continuously outputting high-quality content, thereby gaining brand favor.

Source: Marketing Strategy