Why is the event marketing of Pechoin and Chen Ou style so popular?

Human desires are endless, so people are greedy; everyone likes to be the protagonist, so they pretend. So the law of power expansion says that human nature is greedy and pretentious.

In this case, let people be greedy and pretend to their heart’s content.

for example:

Previously, Pechoin ’s event marketing campaign was “Choose Pechoin, more beautiful than Huang Yongling”.

Huang Yongling herself is not a big star, she is just an ordinary copywriter in the Pechoin flagship store. So why did this marketing campaign choose an ordinary person as the protagonist?

Because this communication wants to highlight the brand value, that is, confidence. The more confident a woman is, the more beautiful she will be.

To highlight the brand's "confidence", it is obviously not possible to say it directly, but instead find a spokesperson. A female celebrity seems to be suitable, but not very down-to-earth.

Therefore, we need a representative who is an ordinary person because he is down-to-earth. Huang Yongling fits this standard very well. He is very inspiring. From introvert to cheerful, from rookie to supervisor, from inferiority to confidence. It is simply a real-life inspirational story of an ugly duckling growing into a white swan!

With the publicity and hype of the Pechoin team, the event marketing of "Choose Pechoin, more beautiful than Huang Yongling" became popular, and Huang Yongling became the goddess in the hearts of all women.

Because many women have a dream of becoming a star deep in their hearts, and they all long to become the heroine in a TV series. However, no matter how beautiful the dream is, under the repeated destruction of reality, one will become less and less confident. At this time, I witnessed with my own eyes that an ordinary girl was promoted like a star because of her confidence. It made them feel that their dreams have never gone far away. That’s right, as long as you have confidence, everyone can be a star.

So this event marketing became popular because it satisfied women’s dreams of becoming stars and it satisfied the greed and pretense in human nature. Therefore, Pechoin ended the year perfectly with sales of 3.8 million and ranked first in the category.

for example:

Jumei Youpin’s previous event marketing of “I am Chen Ou , I represent myself”.

Chen Ou is the founder of Jumei.com. In his advertisement, he expressed the bitterness and helplessness that young people want to say but dare not say. While making people empathize with him, he also gave a dose of chicken soup to tell all young people:

"Dreams are destined to be a lonely journey, and there will inevitably be doubts and ridicule along the way, but, so what? Even if you are covered in scars, you must live beautifully . I am Chen Ou, and I speak for myself ."

Just a few words made the young people go from feeling lost to feeling excited.

Because every young person has a great ideal deep in his heart. However, no matter how beautiful a dream is, under the repeated destruction of reality, one will gradually realize the gap between ideal and reality, and thus give up the ideal and muddle through day after day. At this time, if they see a person who does not give up his ideals despite being repeatedly tortured by reality, and still moves forward alone and bravely, he will finally realize his ideals.

I believe that all young people will feel their blood boiling when they see this. If he can do it, why can't I?

So Chen Ou became popular, his Chen Ou style became popular, his Jumei Youpin became popular, he satisfied the public's greed and pretentiousness, created a positive, uplifting and inspirational image for the brand, and made everyone believe that they can do it. Therefore, within one month, Jumeiyoupin’s UV visits doubled and tripled from 1 million, and it could receive more than 200,000 orders a day.

Make people greedy and pretend. Marketing is about creating a brand endorsement and letting people unconsciously put themselves in the role. And this is the law of power expansion.

Source: Xinmo Marketing