The work badge meme is going viral, and brands are going crazy!

The "work badge meme" has become popular, and many brands have chosen to seize this trend and start to publish it crazily, using the meme for marketing. The content of brands taking advantage of the trend is really wonderful. Let's follow this article to see how brands do marketing. It is recommended for friends in brand marketing to read.

Recently, the "work badge meme" has become popular on Xiaohongshu. According to platform data, there are more than 190,000 notes related to work badges and more than 20,000 related products.

Opening the notes on the topic of work badges, we found that the work badges here are not the traditional work badges in the public consciousness, but the way contemporary young people play memes. As the saying goes, there are all workers who are crazy, but some have a faint sense of madness.

The "work badge meme" that is spreading wildly on Xiaohongshu is a combination of the homophonic memes popular among workers and their names, with a rather crazy introduction that is consistent with their own positions. It is a form of entertainment and emotional catharsis that comes with a sense of humor.

1. Xiaohongshu’s “work badge” is so popular

The first person to play with the "work badge" meme was a workplace blogger named @打工护护中心. Their note titled "I said my colleagues are really brave..." received over 84,000 likes, 13,000 comments, and 23,000 favorites, which was really popular.

A closer look at its contents reveals that it is indeed very brave...

There is a work badge of Chen Zhuqi , whose description is "I'm working on it. If I urge you to do it again, you can do it yourself."

The avoidance badge was made by Li , who introduced it with a bit of an attitude of "died in the line of duty, please let me go" .

There is an anti-PUA expert sign, and the introduction is really cool "Do you want to listen to what you are saying?"

Showing off his work badge, he is a habitual slacker , but this time he didn't pretend, and said, "Although I didn't do anything today, it was really hard for me."

Also, Huang Shanghao : Can you give me a clear explanation?

Teammate Zhu: I’m too lazy to communicate. I’ll accept it if you say there’s sunshine at night.

Ruan Shizi: Hang in there, after you finish this busy period, you will be able to be busy with the next one.

Gu Debai: I am very unhappy to serve you.

Zhang’s salary: Although I didn’t make any money, my work wasn’t in vain. At least I was tired.

Activists who are going off work: It’s time to get off work. Today’s suffering will end here.

Urban Slave: I can’t do it, please call the police.

The King of Checking Out Work: It doesn’t matter, it’s already great to arrive at the workstation on time every day.

These work badges are either filled with the workers' faint sense of "giving up" when facing difficult problems, or they constantly comfort themselves and give themselves positive associations, or they write down their expectations, such as a salary.

The hot phenomenon is inseparable from the core guidance, that is, workers find it fun. After the "work badge stalk" of @工护护中心 was discovered, netizens posted their own work badges one after another, and UGC content about "work badge stalk" on Xiaohongshu flooded in like a tide, with a familiar formula and original flavor.

Ren Shangren, Xiao Xiaoqi, Wu Suowei... These names with a sense of class can express multiple meanings, which is really powerful. If workers want to cash in this wave of branded work badges, it may not be the workers who are crazy, but the bosses and executives.

In today's fiercely competitive and involutionary world, some uncertain factors seem to have exacerbated people's anxiety. In addition, the pressure and challenges faced at work are everywhere, and the way of following the trend and playing memes is more like workers venting their emotions in a joking way. Moreover, for people in the workplace, the workstation is their own territory in the office. Playing memes at the workstation not only retains the sense of boundaries in the workplace, but also achieves self-satisfaction and emotional catharsis.

2. Catching up the overwhelming wealth, brands choose to output crazily

Obviously, the "work badge" meme has become popular. Wherever there is excitement, there is marketing value.

After the "work badge meme" became popular on the Internet, many brands chose to seize this wave of popularity and began to produce content crazily. With the central idea of ​​"If you can't go to the wilderness, go wild at your work station" , they dared to print anything on the work badges. The content of the brands' use of the hot topic was extremely exciting.

1. Luckin Coffee

Luckin Coffee, which has always been at the forefront of leveraging and creating momentum, this time started using the speed of 5G surfing and launched a set of Luckin version of "work badge memes" inspired by the names of its own products.

Keywords such as "explosive orders", "must-have afternoon tea", and "hot latte" have incorporated the phenomenon of people in the workplace choosing Luckin Coffee to accompany them after work into the copywriting; on the other hand, they suggest to consumers that drinking Luckin Coffee can provide them with positive emotional value. Coupled with the integration of the popular "work badge" stalk, Luckin Coffee's overall leverage is more interesting and more likely to convert.

2. iFLYTEK

Also running on the front line of the Internet, the technology brand iFlytek's use of work badge memes can be said to be more internet-savvy and smoother.

It can be said that iFLYTEK has written the daily life of office workers into the copywriting. Code bugs are urged to be "fixed", and when faced with the quarterly fan increase target, they say "it's okay". It can be said that it is the daily belike of iFLYTEK office workers, which is high-speed operation and full of confidence.

3. Clean

Not long ago, Jie Rou, which became famous for its domineering personality, was not willing to lag behind and launched a set of copywriting with a domineering tone, which not only highlighted the office atmosphere but also reflected the brand characteristics.

In the communication content, in addition to incorporating the "work badge" stalk, all the Jie Rou brand products were also featured, making them familiar. In a relaxed and pleasant atmosphere, people were quietly attracted to Jie Rou products. Coupled with the integration of beautiful and meaningful copywriting, the entire communication content is pleasing and interesting.

4. Lenovo

Among the many brands that took advantage of the trend, Lenovo was the most surprising. The brand took advantage of the trend in a "formal" and "interesting" way.

The new work badges have a standardized format, but the content is novel and intriguing. Some of the names even seem not so "polite", such as Ms. Tao with a hairline and Mr. Bendable and Flexible. After careful consideration, one can only say that they are bitter but not vocal.

There are many brands like Luckin Coffee, iFLYTEK, Jie Rou, and Lenovo that are at the forefront of surfing. According to incomplete statistics, there are more than 30 brands participating in the "work badge stalk" including Cha Baidao, Deyou, Seventh Generation, JD Beauty, Tencent Meeting, Liepin, Edifier, YaYa, Didi, Huorun Yogurt, Bestore, Boyang Home Textiles, Robust, Subway, etc.

The "work badge meme" has driven workers completely crazy, and they have flocked to Xiaohongshu to play with the meme. Brands have also been shaken by the workers' mental state, and this state of mutual influence is endlessly enjoyable.

3. Final Thoughts

The workstation literature derived from the "workstation badge" has evolved from a single account to a national meme, and many brands are following it. Its popularity is evident, and it also reflects the mentality of today's workers to some extent. This may be another opportunity for brands to attract consumers. Now that the hot topic has emerged, whether to take advantage of it, how to take advantage of it, and how to get out of the circle are the issues that brands should think about.

Author: Mr. Bingfa

Source: WeChat public account: "Marketing Art of War (ID: lanhaiyingxiao)"