Analysis of 10 hot-selling brands that swept the screen

Today, with the emergence of new marketing concepts and methods such as the metaverse, shared advertising, and nonsense literature, high-quality advertising content is still the main theme of the marketing market. From the "Are You There?" that was first seen at the beginning of the year, to the "Mi Xue Bing Cheng Tian Mi" that was popular on the Internet, the popular Country Love Blind Box, to the Fenghua Design Competition, Jiang Xiaobai's 10th anniversary statement, and Wang Laoji's surname totem jar, etc., it is not difficult to find out from these screen-sweeping cases: high-quality content brings its own traffic.

After sorting out marketing cases of different styles and forms in 2021, Mr. Bingfa selected 10 popular advertisements from numerous cases, and summarized the marketing routines of brand screen-sweeping, hoping to provide marketers with creative inspiration and new marketing ideas.

1. Magically modify music to seize the high ground of traffic

Regarding the hit cases in 2021, Mixue Bingcheng’s magically modified music MV can be said to be No. 1, and it is responsible for the traffic in the first half of 2021.

Case: Mixue Ice City Sweet Honey

Mixue Bingcheng's magical and brainwashing animation MV theme song, adapted from the American folk song "Oh, Susanna", has successfully swept many people's circles of friends due to its simple melody and catchy copy. The MV features the brand's IP image "Snow King" as the protagonist, interpreting to the public the "love, hate and vengeance" of the Mixue brand, Mixue employees and Mixue users. While conveying the brand concept of sharing happiness and sweetness to users, it also highlights a cheerful and harmonious atmosphere.

This song, which can be called a traffic harvester in the first half of 2021, showed a trend of becoming a hit once it was released, and received more than 19 million+ views, 360,000+ shares, 230,000+ collections and 800,000+ likes on Bilibili alone.

It can be said that the MV "Mi Xue Bing Cheng" has successfully captured the hearts of young people. There are many secondary creative contents inspired by the MV "Mi Xue Bing Cheng". The ghost-animal contents in different languages, styles and copywritings on social platforms such as Douyin, Kuaishou and Weibo have gained considerable traffic. The content co-creation among brand users has brought extremely high discussion heat to Mixue Bingcheng, achieved marketing fission, and enhanced the stickiness between users and the brand.

In an age of scarce attention, Mixue Bingcheng successfully dominated the screen for a whole year with a magically modified MV, which helped the brand to detonate traffic and amplified the leverage effect through communication, bringing unexpected yet reasonable marketing results. Coupled with the affordable prices of its products, it has helped Mixue Bingcheng establish a "cost-effective" brand image and tap water traffic.

2. Combine classic IP to help marketing break through the circle

There is no doubt that the IP economy has become an important business form in the marketing market, and those classic IPs are also subtly changing the aesthetics and consumption tendencies of contemporary young people. This also explains why brands are keen to collaborate with classic IPs to achieve innovative integration of new and old elements.

In the past 2021, there were many cases of using classic IPs in new ways, which brought many surprises to consumers through the collision of classic IPs and brand content, making brand advertising content stand out among many cases and successfully occupying the minds of users.

Case: Youku launches Rural Love Blind Box

Youku teamed up with the well-known Country Love IP to launch the "Lao Tie Blind Box", incorporating the familiar Liu Neng, Guangkun, Zhao Si, Xiaofeng and Da Jiao into the design of the blind box. The youthful and vibrant "Lao Tie Blind Box" became a hit as soon as it appeared, and was sold out within 6 hours of its first release.

Blind boxes have always been popular among young people because the unexpected surprises in them satisfy the sense of surprise that young people advocate. Youku combines classic film and television IP with the fashion and trend culture that young people admire. It directly hits the target audience by colliding the ultimate earthiness and fashion trends with different connotations and temperaments, and has won public recognition. Youku also used the popularity of the classic IP "Country Love" to drive the spread of topics, thereby increasing traffic.

Everything can be a blind box. Youku combines two extremely conflicting elements to bring users a novel experience, and also makes the popularity of "Laotie Blind Box" inevitable.

3. Combining marketing content with traditional culture to achieve a breakthrough in marketing content

The charm of traditional culture lies in the fact that it becomes more and more charming as time goes by, and the brand adds to the content by integrating with traditional culture, while giving the brand a unique temperament.

Case: Wanglaoji launches surname totem jar

If the audience of classic IP has certain limitations, then Wanglaoji's way of using the totem worship of the origin of Chinese surnames to market itself, in addition to taking advantage of the inherent advantages of the brand name, has also connected 1.4 billion Chinese people with the brand.

Wanglaoji, which has been playing with the can culture, has recently been all over the circle of friends again because of its popular surname totem can. It borrowed the surname culture rooted in people's bones as the source of inspiration for creation, and customized auspiciousness during the Spring Festival, satisfying people's needs for praying for good luck in the Spring Festival, increasing the connection between the brand and users, and helping the brand to achieve dissemination and discussion.

4. "Technology +" breaks the cultural heritage and allows the spread of national quintessence in a more people-friendly way

Traditional culture covers all aspects. The Peking Opera, Sichuan Opera, Yue Opera and other national quintessence cultures that have received much attention in recent years are more worthy of attention and promotion. Many brands present national quintessence cultures in a more modern and technological way and are widely welcomed by users. China Mobile Migu is one of them.

Case: China Mobile Migu and the National Peking Opera Company jointly produced "Dragon and Phoenix

Migu chose to cooperate with the National Peking Opera Theater and jointly launched the technological, cinematic and creative "Dragon and Phoenix Appearing Together", which adopted the 5G+4K cloud broadcasting presentation method, achieving a high degree of integration of national quintessence and contemporary culture. Its content not only breaks the user's perception of Peking Opera culture, but also allows the national quintessence culture to be spread in a way that young people like, and also allows our national quintessence to enter the world stage in a more trendy and fashionable form.

Migu has established a window for the dissemination of Chinese quintessence culture. It has broken through the inheritance of Chinese quintessence culture through "technology +". While promoting the mutual empowerment of the brand's cultural value and commercial value, it has successfully gained the public's favorability and recognition of the brand.

5. Cater to the development of the times and create a new IP image

There is a consensus that super IPs have a premium ability beyond imagination. There are also many companies that know how to use IPs familiar to young people to increase the premium for their brands, and the effect has been proven time and time again.

Case: Lingna Belle

For example, Disney, which has many super IPs, is not satisfied with its existing IPs. Instead, it has created the cute and adorable Lingna Belle based on the preferences and consumption preferences of contemporary young people.

Lingna Belle has become a traffic driver as soon as she appeared because of her cute and adorable image, strong offline interaction with the public, personalized character and Disney's strong marketing capabilities. According to incomplete statistics, there are more than 50 topics about Lingna Belle on Weibo, and more than 10 topics have been on the hot search list.

At the same time, Lingna Belle also demonstrated her strong ability to monetize. The doll, which cost only a few hundred yuan, was sold for tens of thousands of yuan by netizens, which shows Disney's accurate insight into and control over user preferences. The reason why Lingna Belle has strong commercial monetization capabilities is that in addition to its excellent marketing, the brand has achieved the sedimentation of user emotions through various interactions. Coupled with the warm and personalized emotional experience, the new IP Lingna Belle can achieve rapid monetization while becoming extremely popular.

6. Hit the user’s emotions and achieve emotional resonance

Brands that know how to gain detailed insights into social phenomena can always quickly find points of communication with users. While touching users' emotions and triggering widespread empathy, they can also help advertising content break through the circle, thereby enhancing the influence and dissemination of advertising.

Case: Xiaodu’s positive energy advertisement, bringing out the magic of copywriting

Xiaodu, known for its technological and data-driven approach, has demonstrated its ability to control copywriting in the past year. Xiaodu has targeted people living alone who are working hard in the city. By focusing on their daily life of "living alone", Xiaodu's companionship is particularly meaningful. The copywriting "Every question and answer in the world is companionship" has more life and warmth. The whole content goes from negation to affirmation, and the output of brand emotions is smoother.

The charm of copywriting lies in the fact that the world outlined through words is warmer and more impressive. The positive energy copywriting created by Xiaodu on the occasion of the Spring Festival is particularly warm in this year-end promotion, allowing more people to feel the warmth of the brand.

7. Innovation in content and marketing forms gives people a refreshing feeling

If we talk about the effectiveness and novelty of marketing in the past 2021, the "statement copy" launched by Jiang Xiaobai on the occasion of its 10th anniversary can be said to be unique.

Case: Jiang Xiaobai’s 10th anniversary copywriting brought visual impact and spiritual shock to users

On the occasion of Jiang Xiaobai's 10th anniversary, the brand released 100 statement posters in one go, responding to market doubts and negative information in the form of "statements", making an interesting interpretation of the misunderstandings and unclear concepts of the brand in the minds of consumers, and responding to users' "ridicule" of the brand in a self-deprecating way, showing the brand's advantages in the process of replying, and adapting various interesting content such as online jokes and embarrassing stories of leaders, giving the entire copy an interesting soul.

After Jiang Xiaobai’s 10th anniversary copy was released, it successfully occupied the first place on Weibo’s hot search list. The brand responded to consumers' questions about products, brands, marketing copy, health attributes, etc. from a new perspective, cleverly and without losing brand style, achieving the Max output of corporate culture. The 100 neatly arranged posters gave people a visual and spiritual shock and left a deep impression. It can be said that Jiang Xiaobai has taken marketing to a new level and height.

8. Breakthrough advertising content, creating a precedent for situational advertising

Marketing creativity is never-ending. Advertising content that dares to break through user cognition can always quickly gain user favor and become a hot topic.

Case: Jia Zhangke dissed San Dun Ban, recreating the dramatization of advertising content creation

In 2021, Sandunban teamed up with director Jia Zhangke to create advertising content for Sandunban, which successfully attracted the attention of the public with the "advertising + advertising" model. The clever advertising content and novel advertising format have become a model in the marketing circle.

The advertisement is divided into two parts. The first part is "Jia Zhangke's Personal Statement", in which the director transforms himself into a humble Party B. His complaints and rants are very similar to his own in the workplace. The second part uses dramatic expression to depict the creative process of advertising, throws out product discount information in the content, and finally the open ending attracts more people to participate. The brand uses unique advertising formats and real-life content to encourage people to verify their own assumptions and reveal the brand's "purpose."

Sandunban’s advertisements successfully aroused users’ curiosity through the anti-routine model of inserting advertisements within advertisements, shifted users’ attention to the content of the advertisements, and made consumers let down their guard and actively watch the advertisements or even forward them, thus achieving communication fission.

9. Super long advertising content breaks the user's cognition

If advertising is to be effective, it needs to be unexpected or unconventional, so as to have a chance to capture the scarce attention of users and achieve the purpose of communication.

Case: Xiaoguan Tea’s 1-hour advertisement was a dark horse during the Mid-Autumn Festival

In today's world of scarce attention, most brand ads focus on being short and sharp, allowing users to read the entire ad within a preset time. During the past Mid-Autumn Festival, Xiaoguan Tea took a different approach and launched a one-hour advertisement titled "Thanks in the Name of the Heart", which told the public 204 real stories through a unique perspective and one-shot shooting method.

On the one hand, Xiaoguan Tea has aroused widespread resonance among consumers by telling heartwarming stories, and called on people to express sincere gratitude, conveying the brand's positive values. On the other hand, Xiaoguan Tea took a different approach and successfully attracted the public's attention by calming down and telling stories seriously, allowing Xiaoguan Tea to achieve a differentiated marketing positioning in the fiercely competitive Mid-Autumn Festival marketing. At the same time, Xiaoguan Tea's long-term advertising attempt provided a new reference for the marketing circle.

10. High-quality domestic products + marketing combination is easier to break out of the circle

In addition to the above marketing models, in the past 2021, we discovered the potential of time-honored domestic products, especially those time-honored domestic products that have been making products for ten years. Their explosion may only be a matter of an opportunity.

Case: Fenghua caters to user preferences and makes more people believe that domestic products have ushered in the best development opportunity

Fenghua, a well-established domestic brand, has attracted the attention of netizens because its packaging has not been updated for ten years. Netizens began to call on Fenghua to change its packaging. Fenghua, in its reply to netizens, played the victim and said that "it costs money". This caused a huge uproar. Netizens then started a discussion on this, and many netizens began to buy products from Fenghua's official mall, making Fenghua an Internet hot topic.

After wave after wave of purchases, Fenghua lived up to the expectations of netizens and began to hold a design competition on the Internet. In addition to donating generously, netizens also helped with the brand design, making Fenghua look so affordable that ordinary people could not afford it.

In this way, Fenghua successfully attracted the attention of netizens through event marketing. After the users settled in, it launched a new round of marketing and launched a new product design in response to public opinion, allowing Fenghua's entire marketing to quickly go viral. The reason why Fenghua can achieve such a marketing effect is due to the long-term product operation of high-quality domestic products, which has demonstrated the amazing potential of seriously building a product brand. In addition, the clever marketing model has enabled Fenghua to quickly become popular.

Final Thoughts

Looking back at the marketing content in 2021, it can be said that there are countless high-quality cases, such as "Call Me Meikezhuo" which successfully "dominated" elevators in many cities, the "Transparent Factory Academic Study Tour" created by Qia Qia and CCTV, Wuling Motors officially announced that Zhou Xun is the global spokesperson for the brand, NetEase Yanxuan made users into "living advertisements", JD.com played welfare marketing and announced a two-month salary increase for all employees, Sanxingdui launched a rock blind box, Baidu's anti-routine giant Logo poster marketing for Father's Day, Keep's dynamic bike made Li Xueqin "lose weight by riding", the blind box air ticket marketing launched by the travel app, and LeTV's 0 yuan budget for marketing gained more than 700 million exposures...

In the past 2021, there were too many high-quality cases. Either their marketing content was novel enough to successfully attract target users; or they achieved emotional resonance with interesting and magical content; or they successfully leveraged the brand's target audience and achieved strong interaction; or the advertising content was very emotional and successfully evoked certain emotions in the users' hearts; or the advertising form was innovative and successfully established topic discussions; and other factors achieved a phenomenal screen-sweeping effect.

After reviewing the excellent cases in 2021, we seem to be looking forward to 2022 even more. Let us wait and see which brands will bring us new marketing cases in the future.

Author: Marketing Strategy

Source: Marketing Strategy (ID: lanhaiyingxiao)