Welcome to the "Brand Weekly List" column launched by the editorial department of the new list.
With the help of Xinbang's full-platform data tools, we will screen the most noteworthy corporate content asset creation cases for you every week with reference to multi-dimensional data such as exposure, follower growth, product delivery, and delivery, and understand the new trend of brand content.
In this issue, we recommend brand content cases released from April 29th to May 5th, and more cases can be viewed on the official website (https://www.newrank.cn/).
More than 650,000 fans in a week,
McDonald's accidentally attracted fans due to the fat cat empty bag incident
With the help of Xinbang's Douyin data tool Xindou, we checked the Douyin weekly list of fans, and we found that "McDonald's Douyin Gold Store" had more than 650,000 fans in Douyin in a week.
Recently, the fat cat has become a hot figure on social networks. According to online information, the fat cat gave all the 510,000 yuan he had saved and earned to his "girlfriend" in two years, and finally committed suicide by jumping into the river.
After the incident fermented, online, netizens launched fierce debates around topics such as fishing for girls and love brains, which made the incident more and more popular; Offline, because of the fat cat's sentence "I don't want to eat vegetables, I want to eat McDonald's", many netizens spontaneously ordered takeout for the fat cat and sent it to the bridge where the fat cat committed suicide.
However, some netizens found that the takeaways of brands such as Wallace, Niu Joburg, Tex, and Chabaidao all had problems such as empty bags, and McDonald's was considered to be the only brand without problems.
McDonald's honesty in the Fat Cat empty bag incident has attracted a lot of goodwill for it. As the official Douyin account of McDonald's, "McDonald's Douyin Gold Store" has also become one of the positions for netizens to express their favorability of the brand.
The development of social networks has greatly improved the speed of information dissemination, and any brand-related event may be rapidly amplified. A mistake by a brand may seriously damage its brand image, and the integrity of the brand may also be a backdrop for peers to favor users.
Single-day live broadcast sales skyrocketed by 1,000 times,
"Xiangpiaopiao's official flagship store" skyrocketed and then plummeted
With the help of Xindou, the Douyin data tool under Xinbang, and looking at the Douyin self-broadcast list, we found that the "Xiangpiaopiao Official Flagship Store" is estimated to bring 1 million to 2.5 million yuan in Douyin a week.
It is worth noting that on May 2 and May 3, the estimated sales of the single-day live broadcast of the "Xiangpiaopiao Official Flagship Store" were 1000-2500 yuan, but on May 4, the estimated sales of the single-day live broadcast of the "Xiangpiaopiao Official Flagship Store" were 1 million to 2.5 million yuan, a 1000-fold increase.
Recently, some netizens found that Xiang Piaopiao's product packaging in Japan was printed with content satirizing Japan's nuclear sewage, such as "0.1% of the land pollutes 70% of the ocean, you can't do without Japan, the ocean is not Japan's sewer, and Japanese politicians drink nuclear sewage" and so on. After this information was transmitted back to China, it aroused the recognition of many netizens.
As the popularity of the topic increased, Xiang Piaopiao not only posted on Weibo: "Our employees are good! He also played patriotic songs in the live broadcast room, calling consumers "comrades". These operations have caused wild consumption by many netizens.
However, because of the follow-up hot search of "Japanese stores denying selling Xiangpiaopiao's sarcastic Japanese cup set of milk tea", the popularity of Xiangpiaopiao also began to fall off a cliff. May 8, #香飘飘直播间销售额暴跌#和#香飘飘下架讥日杯套#两个话题相继登上微博热搜.
According to the statistics of the new list, on May 6, the estimated sales of the single-day live broadcast of the "Xiangpiaopiao Official Flagship Store" were 1,000-2,500 yuan.
In the past two years, many brands have eaten the "patriotic dividend", but only by doing a good job in the product can the traffic dividend be captured, and there is a high probability that fraud will suffer a greater backlash.
A video has more than 140,000 likes,
Self-discipline blogger "Hua Xiaolong" brings black coffee
With the help of Xindou, a Douyin data tool under the new list, and looking at the Douyin self-broadcast list, we found that the video of "Hua Xiaolong" with goods "After waking up, exercise and come to drink a cup of black coffee for two months#Black Coffee #自律 #花小龙" has received more than 140,000 likes.
Relying on self-discipline and fitness, "Hua Xiaolong" has become one of the most topical and traffic bloggers in the fitness track, not only cooperating with head bloggers such as "Li Paoer" and "Tong Jincheng", but also participating in the offline promotion of the popular movie "Hot and Hot".
In the video of "Hua Xiaolong", black coffee is one of the most photographed products. Driven by "Hua Xiaolong", black coffee and self-discipline fitness have even formed a certain bond. As a big blogger with 7.1 million Douyin fans, "Hua Xiaolong" may still have a certain value for black coffee.
More than 750,000 yuan a week,
The kangaroo mother puts the daddy number
With the help of Xindou, the Douyin data tool under Xinbang, and looking at the weekly list of Douyin delivery videos, we found the video of "Dad's Refrigerator" "Do you think Apple likes that? New dance costumes, facial cleansers, or sumptuous dinners #袋鼠妈妈青少年护肤套装 #学生党护肤#青春期护肤" is estimated to bring between 750,000 and 1 million yuan a week.
"Dad's Refrigerator" is a typical daddy account, and the account profile reads "Apple Dad who walked into the kitchen for his daughter", and the account mainly shares the warm daily life of the dad preparing food for his daughter. According to the statistics of Xindou data, female fans account for 77.62% of the fans of "Dad's Refrigerator", and users aged 31-40 account for 72.61%, speculating that the core users of "Dad's Refrigerator" are mainly Bao Ma.
In the video mentioned above, Apple was sweating profusely after dancing Latin, and the dad took the opportunity to recommend the maternal and baby skincare brand Kangaroo Mom, and then let his daughter try the toiletry set products.
Finding bloggers who can reach the core user - Bao Ma, who has the right to consume at home, and then let the blogger implant relevant product information through daily life has become a relatively standard brand placement method. At this time, accounts with better follower quality and more attractive video content have become the key to brand advertising.
A note received nearly 80,000 likes,
The short drama content of the car brand has released a new hit
With the help of Xinhong, a data tool of Xiaohongshu under Xinbang, we found that a business note placed by the car brand Ora Good Cat to "Audrey Houben" received nearly 80,000 likes.
The video "When the Bazong Drama is Filmed in the Way of Indian Song and Dance Films" mainly reinterprets the recent popular Bazong short drama in the form of Indian song and dance films, and makes the heroine use Ora Good Cat Car when she escapes.
Recently, many bloggers, represented by "Seven Orangutans", have begun to use short plays as creative materials, and shoot short drama content in the form of reinterpretations, and have achieved success.
Beginning on April 2, "Audrey Thick Book" integrated elements of foreign dramas such as Thai dramas into short drama content, and the videos received 150,000 and 76,000 likes respectively.
According to a number of industry insiders, since the beginning of this year, the pressure on brand publicity has been increasing, especially in terms of reaching the A3 crowd. At this time, the new content form represented by short dramas began to attract more and more attention from brands.