Peppa Pig’s popularity in various ways: what lessons can we give to marketers?

The most popular cartoon character today is Peppa Pig. How did it evolve from being the protagonist of a cartoon targeted at children, parents and teachers to becoming a "social person" through short videos on Kuaishou and Douyin ? What are the implications for marketers ?

No one has been more popular than Peppa Pig these days.

Weibo, Tik Tok, and Moments are all its "social person" watches. Various brands have also photoshopped this pink pig into their own logos, as if showing off their status.

What is puzzling to everyone is that we have seen many pigs, but never seen pigs like this: ordinary pig trotters have two petals, but they have three petals; ordinary pig ears are fan-shaped, but they have rabbit ears; ordinary pig noses grow on the face, but they grow on the forehead...

I also don’t understand why this pig that looks like a hair dryer is so popular.

1. How popular is Peppa Pig?

Let’s first look at Weibo. Recently, the hot topics #小猪佩奇#, #小猪佩奇联合#, and #小猪佩奇社社人# have been read from millions to over 100 million:

Did you see the slogan that made everyone crazy?

"Tattoo Peppa Pig on your body, applause to the social people"!

Let’s take a look at the number of transactions for Peppa Pig watches on Taobao , which numbered in the tens of thousands and was even sold out at one point:

We can see that there are three key words in the description of the watch: the same style as Douyin, tattoo stickers, and social people.

Looking at TikTok, 25,000 people participated in the "Peppa Pig" challenge, and short videos about Peppa stickers and watches received millions of likes.

2. Where does this pink little pig come from?

"Peppa Pig" is a foreign cartoon that has now entered its fifth season. According to data from Youku Kids, the publisher of the cartoon, "Peppa Pig" is the cartoon with the highest on-demand rate, whether it is on mobile devices, mobile phones or large screens in the living rooms.

Peppa Pig has 13.19 billion views on Youku

Media coverage of Peppa Pig can be roughly divided into four sets of data:

These four sets of data roughly reveal the following information:

• Douban score 9.2 points: indicates good user experience and high praise rate;
• Annual playback volume of 10 billion times (domestic): indicates a large user base and a short explosive growth period;
• 2016 revenue of 7 billion (global): indicates a mature monetization model and good money-making ability;
• Estimated revenue in 2020 is 12 billion (global): indicating that the IP has strong vitality and good prospects.

The numbers alone may not give you a clear idea, but if you have friends whose children are in kindergarten or primary school, you can ask them: how big is Peppa Pig's influence?

In 2017, Peppa Pig built an offline theme park, cooperated with domestic manufacturers to launch derivative products, and carried out highly targeted publicity through different platforms, which was sought after and loved by more young people. In 2016 alone, Peppa Pig brought the company $1.1 billion in retail sales worldwide.

How can we talk about popularity without emoticons ? The emoji package about this pink pig is also very popular:

The well-known Weibo writer @闲璐 proposed the pig girl theory in July last year. With her pure bloodline, Peppa successfully became the image spokesperson of the pig girl.

Episode 132, "Whistle", has become a classic with its ups and downs in the plot and unexpected laughs. So far, it has spawned countless dialect-dubbed versions and has spread virally in WeChat groups across the country.

Peppa Pig's various videos on Station B

3. Peppa Pig’s rise to fame and evolution

When Peppa Pig was a cartoon, its reach might have been limited to the circles of children, parents and teachers. However, with the popularity of short videos on Kuaishou and Douyin, the energy of this IP has quickly exploded.

This meme actually originated from an MC on Kuaishou. The phrase "Tattoo Peppa Pig on your body, applause to the social people" led to the spread of Peppa Pig on Kuaishou. In fact, there were not so many people following it at the beginning. It really started after this picture: someone drew Peppa Pig on their back.

From this, the first form evolved: the social person symbol.

After that, Peppa Pig started to spread among the post-95s circle on Kuaishou, and the concept of "Peppa Pig social person" gradually became popular. After being spread on TikTok, in addition to tattoos, Peppa Pig's "social equipment" also began to circulate.

For example, this standard configuration: Peppa Pig milk tablet candy watch.

Don’t think that only people in society love Peppa Pig. Gilardino, a member of Italy’s 2006 World Cup champion team, also has a deep love for Peppa Pig.

On the other hand, Peppa Pig has been launching joint models in the clothing industry, such as Nike, Uniqlo , etc. Some people abroad have deliberately made fun of Peppa Pig and some luxury brands and trendy brands, and put this pink pig into their logos, which is very funny:

When fashion industry big V Ms. Xu saw the post late at night , she thought it was very interesting and immediately planned a topic combining Peppa Pig with domestic brands. She photoshopped the pig into multiple domestic product logos, which immediately attracted a lot of attention and quickly gained over 100,000 views.

From this, the second form evolved: joint logo.

Soon after, more brands joined the carnival with Peppa Pig, and the automotive industry was the most active:

Does this scene seem familiar to last year's " McDonald's changed its name to Golden Arches"? Last year, because the company behind McDonald's changed its name to Golden Arches, a large number of companies changed their names:

4. Social Tools + Brand Carnival

After briefly sorting out the process of becoming popular, we can actually find several key points:

1. Kuaishou and Douyin’s “strong support”

Since the end of last year, short video apps Kuaishou and Douyin have quickly become popular apps. According to data:

Kuaishou has over 100 million daily active users, and Douyin has basically been ranked in the top three on the App Store free list from mid-January to today, and has been ranked first most of the time. This achievement is second only to Honor of Kings .

When a large amount of traffic tends to a new platform, it will often quickly "make" a group of new groups and brands popular. Peppa Pig can become popular on Kuaishou and Douyin, which naturally brings a lot of exposure in a short period of time.

2. Activated "interesting ordinary people"

According to the survey, users’ favorite short video followers are “interesting ordinary people.” According to the user portrait of short video APP:

The users of Kuaishou and Douyin are mainly young people under the age of 24, many of whom have not yet fully entered society.

Therefore, the label of "social person" has become a natural topic for this group.

Peppa Pig stickers and big watches have become a special means of attracting attention by imitating "social people" in an exaggerated way. Many people use Peppa Pig's tattoo stickers and big watches to forcibly pretend to be "social people", which has achieved the opposite effect, making young people feel very interesting and fun.

3. Social Tags

Do you remember the “ Traveling Frog ” and “Buddhist Youth” that were popular some time ago? In essence, these are ways for young people to release stress and express themselves, and the same goes for pretending to be a "social person".

There is a post on Zhihu called “What is a social person”, which describes this label quite aptly:

Although "social people" look exaggerated, arrogant, and even low, by imitating "social people", people can gain a short-term sense of rebellion and expansion. Imitation is not for the purpose of truly becoming a "social person", but just a way to release oneself.

4. Sufficient transmission density

The dissemination of a single group or a single industry cannot be considered a real "fire". Only repeated dissemination through multiple channels and multiple fields can truly inspire the personalized creation of the majority of actors and joke tellers.

In addition to its own powerful IP that can be spread among children and parents, Peppa Pig has also formed new content and forms of dissemination on Weibo, Douyin, Kuaishou, and WeChat , and evolved new forms. As a result, the density of dissemination has increased rapidly, making an ordinary pink pig quickly become popular.

5. Brand Carnival

In the past two years, major brands have adopted the routine of "personalization, low-profile, mutual flirting, and self-deprecation" in their online promotions. In the state of tight traffic, many brands have adopted the creed of never giving up on any wave of popularity, as if they are afraid that users will forget them if they don't seize the opportunity.

As a high-traffic IP, Peppa Pig has also become a "big player". Since everyone is playing it (probably mainly young people), you can’t miss it. You must keep up with the pace and make your presence felt.

Haha, I guess the designer of Peppa Pig never thought that one day this pink pig that looks like a hair dryer would become the symbol of "social people".

Let me tell you a secret: the Page watch only looks like a watch and doesn’t even have the function of telling time.

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

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