Important festivals have always been the focus of brand marketing. Of course, there are also priorities in the middle, and some festivals are only more relevant brands will participate, and the combination of double festivals like "Mid-Autumn Festival + National Day" is a major node for all brands to "rub" a wave, and it is also the time to test the marketing power of each company the most - everyone gathers together on the same theme to make a fuss, and the gods fight, which is wonderful, and if you want to stand out, you must have a little "unique skills".
This year, when the Mid-Autumn Festival is approaching and the National Day is not far away, we have begun to pay attention to how brands can make freshness around traditional issues such as "moon, jade rabbit, and reunion".
Avoiding the creative PK for the theme of the festival, Zhixuan returned to the real festival life, and "played" in the battlefield of double festival marketing in a very new and hip-hop way.
Hold your chin and manage your expression (if you're at work or in a meeting), take a look at the "Good Suggestions for Gifting on Double Festival" brought by Ma Baoguo.
Accurate insights, support content to "fly"
Instead of constantly emphasizing how good your pen is, it is better to ask him to sign a napkin, and when he answers "But I don't have a pen", your pen will have a basis for selling. That's what marketing genius Steve Jobs said, "Consumers never know what they need until you tell them."
However, such a simple truth is not easy to operate, especially in today's explosion of material and content, consumers seem to lack nothing, and brands need to be more vicious to understand the entry point that directly hits their needs.
Therefore, don't be "confused" by the form of Zhixuan's video release, it seems to be behind the form of flying, but in fact there is a solid logical foundation and accurate consumer insight.
Gifts from the elders are the core positioning set by Zhixuan for their marketing of this double festival. And the same logic as Jordan's selling pens, on the basis of the idea of "sending plant selection, sending health", they did not focus on introducing the health selling point of the product at the beginning, but raised a question: "Young people, can your gifts really be sent to the hearts of the elders?" ”
Gift-giving is not an easy task. In the face of a dazzling consumer market, the more choices, the more difficult it is for everyone to choose, especially for the elders, not only to cross the gap of intergenerational communication, but also to pay attention to certain etiquette. A casual search on social media, all kinds of "elder gift-giving strategies" seem to be dazzling, but in fact, they are further difficult, and the final carefully selected thing is likely to be another "rollover accident".
Expensive things are a kind of "burden" for the elders (I believe that many people have the experience of giving gifts to the elderly and lying about the price), and they feel sorry for you to spend money, not to mention, the key is that they will be "reluctant to use", so that the gift will eventually become a dusty decoration. The black technology products are very good, convenient and trouble-free, but compared with the massage footbasin with many buttons, the mother may be more likely to use the old wooden barrel.
Therefore, the old man sometimes says "the heart has arrived", which may not really be polite - simple, everyone's thoughts on gift-giving are simple. It is the accurate insight into the pain points of this kind of gift-giving that gives the idea of plant selection a solid logical foundation, and also makes the introduction of the product natural and reasonable, realizing the marketing closed loop of "discovering needs - meeting needs".
In the rap process of the elders to "don't want to receive any gifts", the advantages of plant selection are also highlighted: it is not expensive, as a daily consumer product, the elders have no psychological pressure to receive it; It's not fancy and difficult to understand, you can drink it with a straw plugged in; The key is that it can easily grasp the recommended daily intake of soybeans in one box, and it uses non-GMO soybeans, and it is bold to drink it if lactose intolerant; High-calcium formula, a box of 300mg of calcium content, about equal to two sea cucumbers, and triple nutrients plus buffs, so that the elders are in better condition and bring stronger health protection.
And health is precisely the first point of entry for many young people to think about when giving gifts to their elders.
It is precisely because of the demand insight from real life that the funny content of Zhixuan is not only superficial, but also convincing and resonant with the public.
The main problem is that there are only formal exaggerations and gimmicks, but there is no solid foundation in reality, which makes it difficult for people to resonate and leave embarrassment.
Starting from the psychological insight and life observation of the elders, Zhixuan takes young people out of the cognitive "blind spot", so that they can see the real thoughts and needs of the older generation, which provides a solid factual landing point for the brand proposition of "Mid-Autumn Festival Sending Zhixuan, Sending Health", so that the seemingly exaggerated content has a solid enough realistic basis. In this way, the audience can start from their own experience, resonate with the content, and then recognize the brand's point of view, and have an emotional and cognitive connection with the brand, rather than laughing it off.
Ma Baoguo, a seemingly out-of-the-way "best choice"
After talking about the logical basis and pain point insights, let's take a look at the casting of Zhixuan this time - Ma Baoguo, a very out-of-the-way choice at first glance.
Whether it is the external image, the strength of bringing goods or the creative ability, Ma Baoguo, who is famous for his "ghost animal design", is not the preferred network figure for brand cooperation, and due to his mixed evaluation, the brand even has to take certain risks. But judging from the creativity of plant selection, Ma Baoguo seems to be the "best candidate".
In this double festival marketing, the creative starting point of plant selection is to let the elderly speak their hearts to the young people. So, who is the best image of the elderly to communicate with the younger group? Ma Baoguo, a "70-year-old comrade" who has always been active in the discourse system of young people, is the best candidate.
Compared with choosing an elderly actor who is not found in the young group, Zhixuan's "gift-giving hip-hop" is performed by Ma Baoguo, which can more easily capture the attention of young people in the huge information flow. Who is not curious about the "martial arts master" who persuaded young people to "rat tail juice" back then, and what life advice he will give this time?
Mazhang sends "cheats", are you curious?
In addition, young people's familiarity with "Ma Baoguo Terrier" can make the brand twice as effective in the production of "laughing" fruits.
From "I didn't flash" to "talking about martial arts", "receiving hair" and "lightning five whips", the content of "Ma Baoguo Terrier" in the TVC is so high that it covers almost all the Internet hot words he is familiar with, and constantly arouses the audience's happy associations with relevant content.
However, plant selection is not simply a take-it-or-leave-it-or-leave-it. They know very well that Ma Baoguo's "road to popularity" does not rely on active content creation, but on various edited videos based on him. Therefore, in cooperation with Ma Baoguo, what the audience wants to see is not how he reproduces his famous scenes, but how the brand as a creator uses these well-known materials to create content that meets marketing needs and is entertaining.
In other words, this is a brand-level "Ma Baoguo's second creation", using a way that young people are familiar with, to achieve efficient communication of product selling points, so that the function of "Internet celebrity" is not only to earn gimmicks and brush traffic, but to truly serve creativity, and bring freshness to the audience in the process of old stalks and new works, leaving a deep impression.
Of course, Ma Baoguo's high topicality and the network second creation gene that comes with his image will help trigger independent discussions on the Internet, form communication fermentation, help brands quickly complete social fission, and expand marketing voice.
From this point of view, Ma Baoguo, who is familiar to young people, has stalks, topics, and traffic, is the best image of the elderly for brand communication with young people. It just so happens that this group is the core group of people who will bring gifts to visit their elders and chat about their hearts during the New Year's holidays. The partial casting of the plant selection is actually a trick to go off the beaten path but is reasonable, in a creative form to the target customer group to propose solutions to the problem, to leave a deep impression on them, before the Mid-Autumn Festival, for the hot sale of the product to add a fierce firewood.
In the end, maybe young people don't want to have an elder like Ma Baoguo at home, but one thing has to be admitted that this old comrade who has taken the funny route and has been "committed to the promotion of martial arts" is really · and tough (at least, if I am nearly seventy years old, I don't know if I can get up immediately if I am beaten to the ground), and his activity on the Internet, as well as the mental state of "I know you laugh at me, but I am the head of Hun Yuan Xingyi Taijimen", also broke through the image of the elderly in people's traditional cognition.
From this point of view, Zhixuan's choice of Ma Baoguo can be regarded as an alternative projection of expectations, which has a certain match with their desire to "send health" to the older generation, hoping that the elders are not only healthy, but also spiritually beautiful.
Hu Shi famously said, "Make bold assumptions and carefully verify", which is a summary of experimentalism, but it seems that it can also be applied to the marketing of this double festival of Zhixuan-bold use of people and accurate narrative.
boldly chooses an Internet character with a bit of "black and red" physique like Ma Baoguo to build a bridge for dialogue with young people, but under the surface of freedom, there are meticulous and accurate life insights and rigorous narrative logic. It's not funny for the sake of being funny, but to weave consumer pain points and product selling points with Internet popular stalks cleverly and naturally, and use content that young people can understand and love to read, say what the brand wants to say, and complete the effective transmission and diffusion of product selling points.
This is probably the best advertisement for Ma Baoguo, and it is also one of the most surprising good ideas in this double festival marketing.