50 hours and 600,000 data points reveal for the first time the driving force behind Wang Ju's sudden popularity

Last weekend, which was May 26, 2018, everyone in major WeChat groups was besieged by Ju Shi from "Produce 101", and they were all reposting how magical Wang Ju's copywriting was. As advertising and marketing practitioners, can't they have a little independent thinking spirit?

In order to follow this hot topic, I put aside my VLOG editing yesterday and took a day to study it to reveal your doubts: How did Wang Ju and Tao Yuanming spread? Which marketing company did this? Who wrote the amazing article you are talking about? The data in this article comes from more than 600,000 data collected from the entire network from May 1st to May 30th. In order to make it easier for everyone to watch, I spent 50 hours to organize and write this original article.

Colleagues who have listened to my sharing class should know that I talked about Qianlong’s social iterative marketing theory. The difference between socialization and traditional marketing is that your marketing plan must iterate along with the changes in the media. You must become childhood sweethearts with the media and grow together with the media rules. Rather than remaining unchanged like traditional media, this is the charm of interactive marketing and interaction.

After more than 50 hours of research, I finally figured out the overall situation of Jushi. The development of Jushi is also in line with Qianlong's social iterative marketing theory. I will sort it out from the following 4 aspects.

How do Tao Yuanming seed users ferment?

Who wrote the Godly copywriting in your eyes?

How was a passerby transformed into Tao Yuanming?

What routines can you learn from this?

1. How do Tao Yuanming seed users ferment?

In order to understand the overall communication path behind Wang Ju's sudden popularity, I spent a lot of money to buy 600,000 pieces of Weibo data for analysis. For a drama or a reality show, the fermentation of seed users, the creation of seed users from 0 to 1 without the introduction of IP seeds, is the most difficult stage in entertainment marketing.

Let me explain in detail how this difficulty was solved.

From the data, it was found that the early seed users were gathered under a Weibo ID called @老鸡灯儿. Laojideng'er is also known as Sister Ji, and his fans are called Jimihua. He is Lai Yumeng's celebrity agent and can be considered an insider in the industry. In the early days, he basically made complaints about Yamy's same-sex personalities every day, preferring small H comics.

Sister Ji started watching Produce 101 around May 5th, mainly complaining about Yamy, and also complaining about the dark and fat Wang Ju. She wanted to see her compete with Fan Tiantian. It was really vivid, and it was such sincere complaints that made the audience very excited. Many people relieved their stress by watching Sister Ji complain.

Sister Ji compared Wang Ju with Thanos in the recently hit movie , Avengers 3. This chemical reaction produced the famous line "Hell is empty, Wang Ju is in Chuang 2" that we saw later. Among the group of 101 fair, beautiful and sweet girls, Wang Ju's skin color and figure are the most outstanding, leaving a deep impression on everyone. Netizens joked that being fat would ruin everything, which was also the focus of Sister Ji's early complaints.

Following this line of thought, Popcorn Chicken replied with a comment "Hell is empty, the devil is on earth", which was modified into the first golden sentence emoticon package , "Hell is empty, Wang Ju is in Tuchuang".

Generally speaking, for artists, if someone criticizes them, their reaction is to remain cool and ignore it. This is how an artist should behave. Wu Xuanyi, Meng Meiqi, Yang Chaoyue, Yamy, Qiang Dongyue and others went to Chengdu to support Chanel. Looking at the photos taken by fans at the scene, we can tell that they are starting to enjoy star treatment. So cool, so cool, so cool!

Wang Ju is herself and has taken a completely different path as an artist. This is related to her past experiences. Wang Ju has worked her way up from an elementary school music teacher to a car rental company, to an Internet headhunter, to a model agent . She knows the hardships of the people behind the scenes and has a genuine affinity for them. This feeling is possessed by many artists who have made it from the 18th tier, such as when Zhang Tianai became popular due to The Princess Diaries.

On May 14, a commenter told Sister Ji that during the second performance rehearsal, Wang Ju introduced herself by saying, "I am Wang Ju, the messenger from hell," and performed the above emoticons in front of the camera. I guess the emoticons made by the above netizens were spread to the 101 girl group, which scared Sister Ji so much that she posted on Weibo asking for a hug. This is a reflection of Wang Ju's personal charm.

Phase I Tipping Point

This was Wang Ju's first trigger point. Her past experiences brought her affinity, and her tanned and domineering appearance sparked discussions in the LGBT circle. @北国佳人李春姬 has 180,000 fans, @老鸡灯儿 has 480,000 fans, and @夏树 has 40,000 fans, which can be regarded as the first wave of seed users. In addition, Wang Ju interacts with fans through emoticons. This kind of behavior of pampering, controlling, and influencing celebrities is the most exciting part of the current companion-type star-chasing. This is why the tfboys group is so popular.

Let me share one more small thing about interaction with fans. This is the daily life of an artist who has made it from the 18th-tier stars. The first time I saw this little story, I shed tears.

Looking back now, the program production team also intentionally inserted a unique contestant like Wang Ju into the 101 girl group. My personal unofficial understanding is that, first, it was for the program's communication effect, second, it was to create contrast and comparison, and third, it was easy to communicate with her without airs, which facilitated flexible adjustments.

Why is there such speculation? The producer behind Produce 101 is Du Yan and the screenwriter is Sun Li. They were the producers and screenwriters of I Am a Singer. They are old experts in talent shows and are well versed in them. How do you explain this?

The program team initially invited the national girl group 3unshine to participate in the competition in order to use it as a highlight for mobility and marketing. Since Abby suddenly withdrew from the competition, Wang Ju was substituted in as a player of the same type for the purpose of publicity.

Second stage detonation

On May 9, Tencent Video released a short film titled "Hello 101 Founder" to look at Wang Ju from a different perspective. The film used Papi Jiang's fast-forward method to criticize the girl's appearance and inner thoughts.

For a newcomer who has never produced any works before, it is like a sweet dew after a long drought, providing new materials for seed users to socialize, and the following various emoticons are released. These are all based on Wang Ju’s tanning personality. This should be the result of a discussion between Ju Jie herself and the program. Looking at Wang Ju’s previous Weibo and Instagram accounts, she has always liked Naomi in the WWE competition. Her ID is also called naomiwangjv

Tipping point background environment

Let's talk about the environment at that time. On May 13, the 101 program conducted a rescue against the wind. When facing teammates Wang Ju and Ni Qiuyun who were about to be eliminated, Yamy chose Wang Ju, whose image and temperament were quite different from those of the girl group. But when explaining the reason for her choice, Yamy's answer was "Because you (Ni Qiuyun) can sing and dance, you can invest , and your family has money." In the end, she chose Wang Ju. This made fans' emotional intelligence and impression of Yamy worsen in a second, angering fans and making them look forward to an outlet.

With such a comparison, Wang Ju's independent and strong personality suddenly stood out, so @老鸡灯儿 created the topic #514王菊重生#, and in combination with the recent accident of Didi , called on everyone to change their Didi nicknames. This also laid the tone for the subsequent drifting bottles and various limericks.

The official fan club entered the scene and the behind-the-scenes team surfaced

During these two days, May 15-16, a voting group named @王菊中文站 and @naomi王菊 was established. Their establishment was rather strange. They used old accounts, deleted all past Weibo posts, and changed the nicknames to create the accounts. Normally, fans only know Wang Ju as Wang Ju or Sister Ju. Personally, I think the title Naomi Wang Ju is very much a Party A thinking, like "Tencent Official Weibo", why don't you just call it "Tencent", why add "Official Weibo"? This is Party A thinking.

Also, deleting past content on Weibo is not an easy task, because I have also been deleting my past Weibo posts recently. I am almost crying after deleting 15,000 of them. However, all kinds of Wang Ju’s support accounts can be deleted in minutes, which gives me the clue that I believe there is a team behind this.

After my disdainful efforts, I felt much more relieved when I saw this Weibo post on May 29. The fan club admitted that these fan club accounts were set up by Ju Jie’s relatives and friends, and the friends who picked her from the beginning. It seems that these relatives and friends are all marketing experts.

The true origin of the name Tao Yuanming's fans

With a stable fan base of LGBT, European and American circles, and anime, and the addition of large-scale fan groups, systemic changes will occur and a fan culture will be formed. Fan circles are mostly organized by celebrity agencies to retain fans of their celebrities.

Around May 6, the fan group did not have a clear name until 11 days later, on May 17, when Sister Ji posted a Weibo post saying “I love Wang Ju, nothing wrong!” The comments below were all just “hahahaha”, and there was no clear statement that she was Tao Yuanming.

The "Tao Yuanming" we know is explained as follows: "Tao Yuanming of Jin Dynasty alone loves chrysanthemum" in "On the Love of Lotus", so Wang Ju's fans call themselves "Tao Yuanming". This is the explanation of all marketing accounts. Each account does not verify and plagiarizes each other, and then it becomes a reasonable explanation of Tao Yuanming. After many days of climbing up and down, I found out that this was the result of guidance.

The one that received the most replies was not Tao Yuanming, but "Love of Chrysanthemum", and the whole thing was filled with hahahahahahahaha. It is very popular with everyone. If you don't believe me, look at this screenshot.

Tao Yuanming was mentioned most frequently on the fan club’s Weibo. Around May 25, as a large number of fans from Juwai.com came in, they saw content from major marketing accounts, all of which called him Tao Yuanming. Tao Yuanming was then interpreted as "Tao Yuanming of Jin Dynasty alone loves chrysanthemum" in "On the Love of Lotus", so Wang Ju's fans call themselves "Tao Yuanming", and the logic is very clear.

2. Who wrote the best copywriting in your opinion?

From what I have gathered, the copywriting is the result of brainstorming, and it was only fixed after it continued to evolve with the chrysanthemum trend and turned into an emoticon package. It can be said that all the popcorn chickens of Sister Ji are talented.

Let’s take an example to illustrate the evolution of God’s copywriting:

The early emoticon package in the picture above was,

If you don't do it and I don't do it, Sister Ju will be defeated.

When it's time to vote,

If you don’t vote and I don’t vote, how can Teacher Wang Ju become popular?

Since Tencent had relatively few shots of Wang Ju, Sister Ji once again took up the banner of mobilization, and then the most magical text was produced in the comments, which later became a popular golden sentence.

If you don't vote and I don't vote, how can Wang Ju become popular?

If you don't do it and I don't do it, Sister Ju will be defeated

You don't like it, I don't like it, where should we look?

You vote, I vote, Wang Ju must debut

You don't love me, I don't love you, Ju Jie won't be here next time

A limerick created by netizens inspired Sister Ji to write an interactive children's song "You clap, I clap", which was reposted by the entertainment account @吃瓜众CJ , and then followed up by two KOLs @四包叔叔 and @Tigher公子. It is hard to judge whether they are tap water or team purchases, but from the early comments under these two KOLs, they were all asking who Wang Ju was, and few content related to Wang Ju was reposted afterwards.

3. How was the passerby transformed into Tao Yuanming?

On May 24, Sister Ju crossed the circle for the first time, spreading from the active circles of LGBT, European and American circles, and anime fans on Weibo to the entertainment circle, and then to the WeChat platform. The early seed users created a gathering effect, and then through the media dissemination, it made people outside of Ju think that they were out of date if they didn’t go and take a look. So a large number of passers-by flocked to watch, and some were transformed into Tao Yuanming.

I sorted out the dissemination path of Wang Ju’s Weibo, as shown in the figure below, from a precise circle, spreading from a niche to the general public.

By comparing the Weibo data report , we can also see the cross-circle context of Wang Ju's communication.

The drifting bottle shakes people and crosses the platform detonation point

In the early days, everyone created a Juhuayuan WeChat group, where they discussed emoticons and limericks in the group to liven up the atmosphere or spark discussion. The resulting emoticon packages were constantly moved to the Weibo comment section. Among them, @夏树网人's Juhua Baodian became the pinnacle of limericks. Later, the fan club continued to supplement and improve the output for everyone to forward.

On May 27, when the program group was selecting 55 to the top 36, Sister Ji launched the #JufengAction# to fight against Tencent and squeeze Sister Ju in, trying to get into the top ten. Late one night, someone used a drifting bottle to canvass votes for Wang Ju, and it was posted in the comments of Sister Ji's Weibo.

Tipping point environment, Wang Ju is on the edge of 55 to 36

Then on the night of the 27th, Wang Ju was on the verge of being selected from 55 to 36. Perhaps all the hormones of shaking the drift bottle were promoted to vote for Wang Ju. Everyone who played with the drift bottle would show off in the group chat. This little prank aroused the midnight carnival of the seed users. Everyone shook people against a hundred and kept promoting it. Someone organized all the voting channels and set the format, and everyone had a great time. Look, it’s almost 1 o’clock and Sister Ji hasn’t slept yet.

Behind the excitement, there were fans and cheering groups protesting, saying that they had set specific nicknames for everyone and their actions were very fan circle-like, treating everyone as water armies to maintain content. They were betrayed by the seed users, and a serious discussion was held, which involved saying that the use of historical figures for marketing was not allowed. From the fans' perspective, who should be the person above? This is a very client-side way of thinking.

The contrast between Ju Jie's personality and her setting

While everyone was playing the drifting bottle game, on May 26, Wang Ju said in an interview that "spiritual independence is so important" and was reposted by two KOLs @马玉兰还害人 @夏树, exposing Wang Ju's past experiences and her beautiful photos with a huge contrast.

This passage also touched the hearts of countless Tao Yuanmings. Some people said, "Isn't this what my mother said to me?" Sister Ju truly proved that "beautiful appearances are all the same, but interesting souls are one in a million." Wang Ju has gone through the process from being rejected to being liked by people. This is what the LGBT community is experiencing, so it has caused a stir again.

Borrowing a passage from @王菊的千万美工, let me explain why Wang Ju impressed him.

A few words of Zqsg (true feelings) late at night

To be honest, at the beginning I just watched "Creation Camp" for fun. After watching the first and second episodes, I don’t have a good impression of Sister Ju (pink is really picky about who wears it, and the uniforms of Creation Camp are really ugly). I wonder how such a person can become an idol in a girl group.

But after seeing a lot of cuts and emoticons about Sister Ju. I couldn’t help but exclaim in my heart: Wow! Slay, oh my god how can there be such a bitch (in a positive sense) idol. The more you understand it, the more you can’t help yourself.

In fact, most people think that idols only need to be cute and look adorable, but Sister Ju broke this definition. What is the definition of Sister Ju in Chuang 2? It’s like a pineapple suddenly appears among a group of cute strawberries. Are strawberries delicious? Of course it’s delicious. But pineapple is delicious too. But because they are all strawberries, the pineapple looks very special. But strawberries are not the only members of a girl group who can be members. Pineapples can be members too.

So when it comes to idols, most people’s thinking is limited to the idea that idols can only be cute strawberries. But this world is colorful, and so is the definition of idols. In my opinion, if everyone is a strawberry, the taste is good and the color is beautiful, but if you eat too much and see too much, you will get a little aesthetically fatigued. But now if you suddenly ask me to eat a bite of pineapple, I will refuse at first, but after tasting it, I find that pineapple is quite delicious. Sister Ju is such a person!

Moreover, Sister Ju’s character is also very likable. As I said before, Sister Ju gives people a Slay feeling as soon as she appears. A feeling of looking down on everyone and feeling like I am the queen. Has this kind of character existed before? No, this is unique to Sister Ju. The first person to eat the crab gets to eat the meat, while the second person to eat the crab gets to eat only the shell. The most important thing for an idol is to have her own uniqueness, so that she can be easily remembered by others.

Finally, I would like to quote a sentence from Akimoto Yasushi, the father of Japanese idols, to Sister Kiku: "Aren't such idols very interesting?"

Finally, good night everyone.

4. What routines can you learn from this?

1. In the field of interactive marketing, we must always maintain iterative marketing ideas. Whether it is planning, creativity, or interactive content, we must always iterate and update it, rather than preheating posters, viral videos, and posting KOLs to dominate the market. This approach has long been ineffective.

2. Can you carry out strategic cooperation with small and medium-sized Vs and package their time for marketing instead of purchasing individually? For example, Sister Ji’s Weibo has opened the eyes of entertainment companies. This is a god-like interactive routine. When there are no seed users, you can cultivate a wave of them yourself.

3. We must break through traditional marketing ideas and use the chemical reaction of content + media to carry out interactive marketing. Communicating with them in a certain way depends on the group of people you are targeting and the content they are accustomed to. For example, this message in a bottle is an excellent combination of content and media.

4. Real-time data tracking will become an essential weapon for future interactive marketing. The content you publish will be discussed by hundreds of thousands or even millions of people. If you cannot obtain their content, your next marketing will be ineffective. This time, Wang Ju’s relatives and friends really had the guidance of an expert, so they could play so well.

Finally, I hope Wang Ju can become a top star, but don’t forget Sister Ji who has been with her along the way. She contributes half to your success. Okay, that’s all for today’s analysis. I’m Qian Long, a frontline social researcher. If this article is helpful to you, please forward it to your friends or share it with more friends to discuss how to make money together.

Finally, here is a painstakingly compiled table of Wang Ju's screen-sweeping nodes. It is divided into 7 parts: 101 official content, Wang Ju's lifeline, fan club, emoticons, amazing copywriting, detonating points, and KOL communication. They are arranged in chronological order, and the content in red represents the detonating effect.

The author of this article @Qian Long compiled and published by (Qinggua Media). Please indicate the author information and source when reprinting!

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