Brands can save at least 300,000 yuan in marketing costs by choosing the right Douyin KOL!

In the classification of the number of Douyin KOL celebrities, the number of celebrities of the young lady type ranks first. The young ladies are not only good-looking but also multi-talented. Most of them dance gesture dance or street dance, but young ladies like "Zhong Qianer" who dance professionally in Latin dance are rare!

"Zhong Qianer", a Cancer girl with both wisdom and beauty, has gained 1.613 million followers on Douyin with her professional Latin dance talent and lively and enthusiastic personality. From her 481 works, we can see her love for dance, and we can also strongly feel the confidence and positive energy she radiates.

The 21-year-old works very hard and owns her own dance studio and clothing brand. And she's a bit cool. She likes to try out all kinds of trendy hair colors, such as dull green, golden yellow, orange, etc. She has highly similar labels to the post-95s fan group on TikTok, who are young, energetic and like to pursue coolness. So she attracted a group of fans with common characteristics, who are young people between the ages of 18 and 30, with a balanced ratio of men to women.

This new generation of consumers is also the precise target audience of many traditional brands and Internet brands. In an era of fragmented attention, if brand marketing wants to capture the minds of young people, it is necessary to build emotional communication with young consumer groups through precise KOLs in fan groups.

Therefore, many brands invited "Zhong Qianer" to cooperate. So, how do these brands collaborate with KOLs to upgrade their brand youth marketing on Douyin? Let’s take a look at the following cases.

Case 1: Volkswagen Lavida

When promoting on TikTok, the first thing to consider is that the tone of the 15-second video should be consistent with the brand or product. From this point of view, Volkswagen Lavida and the planners worked together with KOLs to make the implantation look natural. The target consumer group of this car is young white-collar workers and business people who are just entering the workplace, which perfectly matches the 18-30 year old user group of "Zhong Qianer" on Douyin.

The work uses 8 Volkswagen Lavida to form a circle with constantly changing cool headlights. "Zhong Qianer" dances in the middle of the circle, and the rhythmic BGM is used to show the appearance and performance of the car in 360 degrees. Through the clever implantation method of highly combining dance talents and product tonality, the spiritual needs of young consumer groups in pursuit of novelty and fashion are met, making it easier for the brand to play with young people.

The video has been played 762.6w times. The continuous traffic explosion has allowed this car to be continuously exposed to the target group, achieving maximum communication benefits.

Case 2: Guangzhou Honda Accord

Driven by the trend of consumption upgrading, emerging consumer groups care more about quality and value sharing, pursue automobile functionality and pay attention to brand concept identification. In the face of changes in consumption trends, how can we quickly find target users and stimulate strong interaction between users and brands? This is an issue that car brands have always focused on.

Guangzhou Honda and "Zhong Qianer" worked together on Douyin to promote the Accord car. In her work, she used the lively image of a football baby and combined dance, camera movement and technical flow to fully display the car's appearance, interior and space. In the last 3 seconds, the slogan "Accord power, extra dramatic" was inserted to output content with Douyin style and brand vitality to the target users, conveying the brand's value concept.

This video has 326,000 views. By leveraging the strong connection and trust between KOLs and fans on Douyin, a communication environment was established between the car brand and users, attracting users to actively participate in the interaction. This has greatly helped the Honda brand to gather valuable young people and laid a solid foundation for the next step of youth marketing.

Case 3: Guangzhou Chimelong

Guangzhou Chimelong launched the challenge #Spin and jump to shake off Mercury retrograde# on Douyin, offering water park tickets plus hotel accommodation, smartphones, air conditioners, etc. as prizes to motivate fans to participate.

"Zhong Qianer" was invited to become a core expert to participate in the challenge. She interacted with fans through two videos, sparked heated discussions, encouraged Douyin users to create UGC challenge content, and formed secondary dissemination on various social platforms, allowing Chimelong Water Park to continue to be exposed to the target users' vision.

In one of the works, she and her teammates danced a popular dance on Tik Tok together in Chimelong, Guangzhou. By utilizing the extremely high sharing effect of the Douyin platform group and increasing fans' sense of participation and imitation effect, it caused large-scale dissemination. The video was played 332.5w times and received 100,000 likes. It has inspired young audiences to go to Chimelong Water Park to "shake off the Mercury retrograde", and through word-of-mouth and their love of sharing, they have encouraged their friends to go and play together, leading to explosive growth in the park's passenger flow.

Through the above three cases, we can conclude that "Zhong Qianer" herself is very topical. Third-party operating companies combine her characteristics and advertisers' needs to highly customize high-quality Douyin videos for brands, which can arouse users' enthusiasm for interaction and form secondary dissemination, so that the works can obtain large-scale exposure that exceeds the number of fans of the account.

Why does “Zhong Qianer” continue to be one of the preferred KOLs for brand youth marketing? This is mainly due to her following advantages:

1. Distinctive personalized IP: Different from most young ladies, she has professional Latin dance talent.

2. Targeted fan base: The confidence and positive energy she exudes are highly contagious, attracting young fans aged 18-30. The content she produces is more likely to attract fans’ attention and interaction.

3. Strong adaptability: It has the characteristics of young people who like to try new things, which makes it highly adaptable, with relatively small business limitations and suitable for many types of brand placements.

In addition to the above brands, she has also worked with Jack Jones, Ping An Insurance, Tongzhuo Games, B612 Camera, Haier-Casatti Washing Machine, Dicos, iQiyi-Female Hero, Yiersan APP, Zhuhai Chimelong Ocean Kingdom, MINISO, Tmall, Beijing Hyundai Motor, Anta, Sophie Sanitary Napkins, Lays, etc.

These brands have established spiritual communication with their users through "Zhong Qianer". This spiritual communication is based on physical products, but is independent of the physical products. It can create additional psychological value for consumers, thus establishing a stronger and closer emotional connection between the brand and consumers.

In fact, triggering consumers' resonance on a spiritual level is the most effective marketing method to strengthen brand stickiness. More and more brands are pursuing younger audiences. As a super platform that brings together young people in first- and second-tier cities, Douyin is the only choice for many brands to upgrade their youth-oriented marketing. Compared with hard advertising marketing, brands tend to invite Douyin KOLs to creatively customize dances or music that match the brand, and then encourage more fans to imitate, thereby triggering a wave of dissemination.

Author: Darenxiao

Source: Darenxiu