How was the fight between Kris Wu and Hupu "planned" by marketing?
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Starting from the 25th, #吴亦凡虎扑# began to dominate the hot searches on Weibo. Even Zheng Shuang and Yang Chaoyue, who have their own hot search system, could not compete with this topic. In addition, the WeChat index of "Kris Wu, Hupu, skr" related to this topic has also been rising rapidly. What happened? The onlookers were confused, but it seemed that everyone learned a new word "skr" overnight. It turned out that Wu Yifan used "skr" to describe a person who was awesome, and was ridiculed by netizens. skr: Originally used to describe the friction sound of car tires, can be used as an interjection in lyrics. Soon after, someone posted Wu Yifan’s “unedited” audio on Hupu (said to be the world’s largest Chinese straight male community, where discussions include but are not limited to sports). This led to many netizens collectively dissing the young and handsome Wu Yifan, which became the fuse of this fierce battle. From Hupu It is said that this war was known as "Hupu's 660,000 JRs versus Wu Yifan's 33 million Megan" . In addition to popularizing the new word "skr", this so-called world's largest Chinese straight male community also became well-known. Ps: JRs is a general term for Hupu users, and Megni is a general term for Kris Wu’s fans. I won’t go into too much detail about the details of what happened. Now I want to talk to you about why Hupu was at a disadvantage at the beginning (after all, the opponent had 33 million fans), but was able to turn defeat into victory and become the winner in the end (see the data below). From Hupu On the day of the incident, Hupu was invaded by Wu Yifan's fans. This fierce battle caused Hupu's DAU to explode to 6 million, the number of Weibo readings exceeded 1 million, and the number of topic interactions reached 320,000 . In addition, according to Hupu’s official Weibo, its examination system (the user participation threshold set by Hupu) also suffered the biggest "impact" in history, with the peak reaching 457.2 answers per minute. Next, I would like to talk to you about how Hupu carefully planned a topic to turn defeat into victory. 01 How did Hupu turn defeat into victory? At the beginning, Hupu officials actually did not participate and allowed Wu Yifan's fans and Hupu users to fight each other. But I realized that things were not going well and the situation was getting bigger and bigger. If I didn't take action, I would be at the mercy of others. It was better to take the initiative. At noon on July 25, Hupu’s official blog @虎扑的步行街 issued a provocation: This is the first step in topic planning. Discover hot topics and then follow up in a timely manner. You can use highly inflammatory words to start a war . Then, Hupu officials posted a series of Weibo posts on the same day. Let’s take a look at the content: Let me first summarize the contents of these pictures. They are nothing more than these categories: ③ Post videos of big names, such as Brother Biao and SNOOP DOG, using their authority to diss Kris Wu’s level; ④ Post some pictures to expose the improper behavior of Wu Yifan’s fans, such as buying accounts on Taobao to get into the internal affairs, and Wu Yifan’s fans calling on relevant departments to shut down the Hupu App; I don’t know if you have noticed, but the content is very exciting. This is the second step of topic planning, which is to publish controversial topics. The editor summarizes that content requires multiple postures: The content can be official events of your own; you can also mobilize your own users to participate in the crusade; you can also use the big names in the field to let them speak for you; you can even expose some of the other party’s behaviors to gain sympathy (Note: you need to study the intersection of user discussions on the product and the topic in order to find a topic that can trigger a firestorm;). And the content should be rich in form, with text, pictures, and videos intertwined. So on July 25th, the entire media circle exploded. Self-media outlets have participated in the event and released a series of articles to push the entire incident forward. In the third step, Hupu used its ultimate move and replied to @ 来去之间 (Weibo CEO), @江苏网警, and @留几手 (Weibo fans 10 million+). These people are very influential and can be said to be KOLs in various fields. Hupu brought the whole incident to a climax by responding to the KOL’s Weibo post. On the evening of July 25, Hupu posted several more Weibo posts, adding two more types of content to the original ones: One is to post the NC (brainless) behavior of Wu Yifan’s fans, such as a girlfriend asking her boyfriend to uninstall Hupu for Kris Wu. Why do this? In order to highlight the image of being a victim, he tries to gain the favor of passers-by to the greatest extent possible ; The second is to vigorously promote Hupu culture. For example, only users who have passed the test of 20 questions and reached level 3 or above can speak on Hupu . Tell the spectators that not everyone can speak on Hupu, and that it has its own review mechanism, and take the opportunity to promote it. I have to say, Hupu is really smart. Soon after, @虎扑同行街 was reported repeatedly and received official punishments from Weibo. At noon on the 26th, Hupu finally gave in and said reluctantly: "I didn't follow the rules of Weibo this time..." Although the whole incident ended with Hupu surrendering, he has turned defeat into victory and become the winner. The editor will review the planning process of Hupu again: 3) Follow-up reports from various media; 4) We-media and opinion leaders began to speak out, and the crowds of people who were eager to watch the fun began to gather; 5) Respond to the Weibo posts of opinion leaders and add fuel to the fire; 6) Publish content, leverage the momentum to promote yourself, and gain casual fans; 7) Follow up reports afterwards, everyone is talking about it; 02 What advance preparations are needed for topic planning? In fact, Hupu got a great bargain. Although it was a sudden event, it successfully turned the defeat into victory through topic planning. What if we don’t have any hot spots? How can we plan topics to increase our exposure or conversion rate ? In fact, the planning process is the same. You can refer to Hupu’s approach this time, except that there is one more step in the preliminary preparation. What are these preliminary preparations? 1) Coordinate internal resources When the topic becomes heated, the product's built-in voice functions become particularly important. It's like having a big loudspeaker when you speak, the sound can be louder and travel farther. For topic planning, you need to set up a Tucao scene, recruit Tucao volunteers, and conduct server stress testing. Building a scene is like having a loud speaker that can play music . You can switch between different music styles to give you a more personalized complaining effect. It is easier to understand if we recruit volunteers, because there is strength in numbers . They can not only help you increase the volume of the topic, but also cooperate with you to standardize the publicity campaign and guide the topic in the direction you expect. The server test refers to the topic happening on one's own platform . Imagine if Hupu's server was paralyzed this time, the fans would have no place to fight. After making it clear that we need to work hard on these functions, we also need to think about which departments need to cooperate and participate in this topic? Who is responsible for each matter? What to do and when, etc. 2) Communicate with external resources Communicate well the cooperation channels in the early stage to facilitate the topic in the later stage. How many sponsors? Which sponsor to look for? Do you want to cooperate with other companies? Which company to cooperate with? You need to think carefully about which media, KOLs, etc. to look for and negotiate cooperation. As for how to cooperate with these resources, I will not go into details here. 3) Prepare promotional materials Prepare promotional materials such as videos, audios, H5, pictures, soft articles, posters, etc. in advance. Once the topic is ignited , you can "shoot all the arrows at once" and use different promotional carriers to grab the public's attention. The popularity of Hupu came too suddenly. I guess no one expected it at the beginning, let alone making preparations in the early stage. However, if you want to create topics yourself, or take advantage of some foreseeable topics (Chinese Valentine's Day, Mid-Autumn Festival, Spring Festival), these preliminary preparations can make the later work smoother. Summarize Today, we will introduce to you a complete topic planning based on the Hupu incident, which should include 6 links: 1) Make good preparations: coordinate internal resources, communicate with external resources, and prepare promotional materials 2) Create hot topics 3) Research the connection points between product and topic, and spread them in multiple forms such as text, pictures, videos, soft articles, H5, etc. 4) Purchase media coverage to trigger other media coverage 5) Buy KOLs to speak up 6) Invite users to participate in topic discussions Source: |
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