The team behind Liushen: Unveiling the marketing secrets of viral videos

Speaking of the most popular brand marketing cases in the past two years, we have to mention the Forbidden City Taobao. It is said to be solemn and dignified, but netizens are impressed by its "soft, cute and mean" appearance.

Soft, mean and cute, the old brand Forbidden City Taobao has returned to the public eye with its contrasting image and emerging Internet language. It turns out that old brands can still be like this.

If you act pretentiously, I won't feel anything! I believe many people still remember Liu Shen’s viral video “The Past and Present of Floral Water”. Its down-to-earth style was sought after by many young fans. Liushen is no longer a heavy old brand. The magical floral water has spawned many interesting topics and frequently hits the cute spots through the dissemination of netizens.

This time, the editor interviewed the core team of the "Summer Artifact" Six God brand to talk about the god-level marketing behind the " Internet celebrity ".

Liushen: For Liushen, consumers are our bread and butter. As long as we stay within the area of ​​brand positioning, we will play with consumers in whatever way they want. An interesting phenomenon is that whether it is the topic circulating on the Internet such as "Liushen Eau de Cologne smells similar to big-name perfumes" or the anecdote "Liushen explodes the American market", they all come from spontaneous original content created by netizens. Therefore, what Liushen needs to do is to add fuel to the flames and amplify the dissemination effect.

We have a third-party public opinion monitoring system internally, which is dedicated to searching for original content related to Liushen on the Internet. As long as the content can get responses and follow-ups from other netizens after it comes out, we will also follow up and spread it. It's like sowing seeds. These original contents are seeds. Only by sowing seeds one by one can you reap a harvest.

In addition to being closer to young people in terms of communication, it is also particularly important to make products younger. Therefore, in recent years, the Liushen brand has launched a series of new products developed to meet the needs of young people, such as the Liushen Summer Portable Series, which is aimed at urban female consumers aged 18-30. The packaging is small and exquisite, suitable for girls' bags, and has summer fashion design elements such as sunshine, beach, shells, flip-flops, etc.

In terms of resource allocation , Liushen’s brand communication slogan this year is “With Liushen in hand, a worry-free summer”. Slightly different from previous years, in this year’s brand integrated marketing communication, digital new media communication accounts for more than 45% of total resources. In the past, Liushen’s practice was to arrange traditional media first, and then consider the placement of new online media and public relations communications with the remaining expenses. This year, Liushen put the importance of Internet new media communication in the first place, arranged the expenses for this area, and then considered using TV advertising to cover the whole country.

In terms of content generation , advertising content in traditional media is often based on the public's aesthetic taste. For example, having Li Bingbing shoot a TV commercial is acceptable to people aged 20 to 80. However, as media platforms shift to the Internet, how to get users to actively forward content after seeing it to form a viral spread has become the main task of content generation.

Different from traditional celebrity endorsements, Liushen cooperates with popular young actors and internet celebrities on Weibo to recruit idol fans, such as young actors Wu Lei, Aarif Lee, new internet celebrities Yue Yunpeng and Joker Xue, etc. They first give them the identity of potential consumers, speak for the brand at specific traditional solar terms, and then expose them in the media at the first time, as well as spread them through the combination of many celebrities and KOLs, forming a voice matrix composed of celebrities, internet celebrities, media and platforms.

As long as the fans' eyes are locked on an idol, the enthusiasm for this idol will be hotter than magma! Fangirls especially love to watch idol’s advertisements. The most popular comments are as follows:

We chose the popular comedian Xue Zhiqian to create jokes. Xue Zhiqian proved two things with his life: sweating cannot stop the urge to urinate and Liushen floral water can remove sweat odor. This kind of jokes are more viral and promote forwarding.

There are no advertisements at all. You are deceiving my feelings. I will unfollow you! Nowadays, many big WeChat accounts can attract fans by relying on advertisements, and they can attract a lot of fans with surprising twists and turns. In collaboration with the big WeChat account "Wang Zuo Zhong You", the content was related to Xia Yuhe by the Daming Lake. The imagination was so great that it attracted a lot of popularity.

In terms of content, we start from the products to explore content that young consumers like and enjoy, find the connection points between products and consumers, and then deliver them to young people's information receiving channels. As we mentioned earlier, we should amplify and promote netizens’ original content, such as Liushen’s viral video “Playing with Floral Water”. Many of the contents in the video, such as “Using cool and refreshing floral water feels like a giant chopping your neck”, “Ice Lotus Dew Water is comparable to Hermès perfume”, “Using floral water bottles as vases”, etc., are all original contents from netizens. This kind of original content is also the most acceptable to consumers, and brands can play with them.

In terms of media , the Liushen team has also done a lot of research on consumers' media usage habits. Now, branding mainly relies on word of mouth, mainly based on social media such as WeChat and Weibo, and word-of-mouth communication is becoming possible. Good word-of-mouth communication should be like ripples on the lake. When you throw something in, it can spread out layer by layer. The final energy is enormous. It can impress more consumers and form a circle of communication through sharing, forwarding, and commenting.

If you act pretentiously, I won't feel anything! The reality is cruel. In the new market environment, old brands have shed their historical baggage, reached out to young people, understood young people, and conveyed their brand value in a way that young people like. From the above, we can get a glimpse of Liushen’s youth-oriented marketing. Of course, brand transformation is not as simple as being cute or naughty. It even involves various aspects of brand positioning, services, products, and communication. If you are a marketer who is worried about brand transformation, I hope this article can help you.

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The author of this article is @梅花网 Compiled and published by (APP Top Promotion), please indicate the author information and source when reprinting!