Did you watch Papi Jiang yesterday? Lirenlijuan’s 22 million RMB advertisement is finally here!

At six o'clock yesterday evening, Papi Jiang pushed the news as usual. As expected, the sky-high priced advertisement that was bought by Lirenlijuan for 22 million in April finally appeared!

The ad appears half a minute after the end of the film

I once wrote in "Lirenli Makeup is going to be listed! Is it time for Papi Jiang’s 22 million dollar advertisement to come? 》 speculated why Lirenlijuan shot Papi Jiang’s first patch advertisement in April but has been slow to act. It is very likely that they are waiting for the important node of Double Eleven ! As expected, on the last Monday before Double Eleven, Lirenlijuan finally launched its big move.

How's this big move?

Before the auction in April, I interviewed Luo Zhenyu once and asked him the following question:

Question: This advertising auction is also accompanied by the supervision and planning of Luoji Siwei. Will there be any specific advertising ideas?

Luo Zhenyu: I will try to do some sandbox simulations. If it were me, how would I play it? For example, if I am a fund, and I use 50 million to acquire Papi Jiang, saying it is a patch advertisement, but did you say how long it took? Papi Jiang only has three minutes to post it, but you can post it for eight hours. For example, if I am an e-commerce company on Tmall , I can post behind Papi Jiang for 5 minutes or 50 minutes, and put 5 QR codes in one frame, and each QR code is a coupon. There are many ways to play.

The example Luo Zhenyu gave at the time was almost completely confirmed by Lirenlijuan. At the end of Papi Jiang's video yesterday, Lirenlijuan posted an advertisement of about one and a half minutes, listing the many cosmetics brands it has cooperated with.

Personally, I think that this patch advertisement of Lirenlijuan did not achieve the expected effect and is not worth 22 million.

First of all, more than half a year has passed since the auction, and the topicality has decreased exponentially. Whether it is Papi Jiang or Lirenli Makeup, the attention they receive is no longer as high as before.

Secondly, this advertisement of Lirenlijuan is no longer the "first patch advertisement of Papi Jiang" as agreed upon at the auction, and Papi Jiang's advertising debut has been given to Meiji Mask.

Papi Jiang and Meiji Mask

The relationship between Papi Jiang and Magic Mask began with Papi Jiang’s push on August 1st. On August 1st, in Papi Jiang’s push video, Papi Jiang inserted an advertisement for Meiji Mask in the beginning of the video and said personally: "This video is sponsored by Meiji Mask, which is sponsored by Yiyanbuhe. Meiji Mask, a super easy-to-use mask." Including the opening credits, the ad is 10 seconds long in total.

Papi Jiang’s advertising debut ended so abruptly and did not attract much attention at the time. As for the Meiji facial mask, its reputation among the female friends around me has never been very good. Some people even think that Papi Jiang has lowered her own value because of this advertisement.

This morning, I watched all of Papi Jiang’s videos since August 1st and came up with the following results. In the more than three months from August to now, Papi Jiang has made various forms of advertisements for Meige Mask in a total of 12 videos.

August 1: Patch Ads

August 22: Opening film + oral announcement, 25 event promotion

September 9: Opening film

September 12: Opening film + oral announcement

September 23: Opening film + creative advertising

September 26: Opening film + oral announcement

October 14: Opening film + oral announcement

October 17: Opening film + oral announcement

October 21: Opening film + creative advertising

October 28: Opening film + ending credits

October 31: Opening long film + oral announcement

November 4: Opening video + oral broadcast + forwarding to win a prize of 100 facial masks

Among these 12 advertisements, most of them were opening patches and spoken announcements, but there were two creative customized advertisements on September 23 and October 21 respectively. According to Papi Jiang, the creativity was completely planned by her. On November 4, a "grand scene" of forwarding and drawing a lottery to give away 100 pieces of Meiji facial masks was added at the end of the film.

I think that what Papi Jiang has contributed to the Magic Mask far exceeds the publicity she has currently brought to Lily & Beauty. This can be seen from the Baidu Index of Meiji Mask since August.

Lily & Beauty Mask

So, Lirenlijuan spent 22 million to shoot a patch advertisement for Papi Jiang, but why did it end up being the Meiji Mask that was advertised? What is the relationship between Lirenli Makeup and Meiji Mask?

Just after the Meiji mask advertisement appeared, Lily & Beauty CEO Huang Tao stated that this Meiji mask advertisement had nothing to do with the advertisement shot by Lily & Beauty, but the cooperation between Papi Jiang and Meiji was indeed facilitated by Lily & Beauty. As for the advertising price of Papi Jiang for the Meiji mask sponsorship, it was not disclosed.

Let’s first study the Magic Mask. The Magic Mask was listed in Hong Kong in 2009 and was acquired by the L’Oréal Group in 2014. Liren & Beauty is a partner of the L'Oréal Group and is mainly responsible for the latter's online distribution. Under the Baidu Encyclopedia of "Shanghai Liren & Beauty Cosmetics Co., Ltd.", the logo of Meiji Mask is prominently listed among Liren & Beauty's cooperative brands.

At that time, the official WeChat account of the L'Oréal Group promoted the advertisement with the title "Papi Jiang's advertising debut is contracted by Magic Mask!"

So, according to my guess, Lirenlijuan has actually already sold the Papi Jiang advertisement worth 22 million to Meiji Mask. As for how much money was spent in the process, the outside world does not know.

Lirenlijuan actually made a good deal. In this big game from April to now, Lirenlijuan has gained fame and is about to go public; Meiji Mask has gained popularity because of Papi Jiang, and Papi Jiang has received advertising fees and a net worth of tens of millions. All three win.