Is universal empathy the new standard for hit dramas? How does "The Story of Rose" make its brand stand out?

The story of Rose became a big hit, and it was not only the "Fairy Sister" who became popular, but also the major advertising brands. Let's see what methods these brands used to achieve "fame and fortune"!

On June 25, "Rose Story" welcomed the finale of Tencent Video VIP. This high-starting and explosively successful project has been leading all major data platforms, breaking multi-dimensional playback records, and also reached the peak of national discussion at the finale.

On the morning of June 26, "Tencent's Four Explosions" was on Weibo's hot search, and the platform's stable ability to create popular content was once again demonstrated. It is worth noting that, with many high-quality projects such as "Flower City", "The Legend of Phoenix", and "Joy of Life 2", "The Story of Rose" still presents a strong "unique" quality of contemporary female narrative, and has fermented a strong discussion and deeper content extension on the realistic topic side.

The heroine Huang Yimei, played by Liu Yifei, has a different sense of "worthiness" from all the heroines in previous urban dramas. She encounters emotional problems and faces the torture of growth, but she firmly grasps the thread of "loving herself" in her palm. The unique control of life creates a real urban heroine who is loved and sympathized by everyone inside and outside the play.

Therefore, when Huang Yimei got divorced, the whole network celebrated Huang Yimei's regaining her freedom, and even Huang Yimei's "divorce armor" became the signboard of offline nail salons; at the end, Huang Yimei rejected Fang Xiewen's invitation to reconcile, and also rejected He Xi's promise of the future. "Huang Yimei is always free and always passionate" became a hot search, and related posts received more than 90,000 likes on Xiaohongshu.

The innovative narrative core of "not wanting love but wanting self" brings unique audience feedback, which once again verifies the power of realistic topics such as women's outlook on life, love, and self-worth to mobilize the audience's emotions.

The change in the public's emotional needs of "taking care of oneself" and "femininity" is also affecting the brand's marketing strategy. As a realistic urban drama, "The Story of Roses" has down-to-earth character emotional shaping and a beautiful sense of demonstration that is "one foot above the ground". It not only resonates with users' emotions and the emotions of the times, but also provides a high-concentration emotional field for brands to play.

Observing the brands that cooperated with "The Story of Rose", Spicy found that "attitude marketing" and "brand value proposition expression" were the key words. How does Tencent Video combine the "concept-driven" and "consumption-leading" nature of urban dramas with different brands? How to tell a good brand story with "The Story of Rose"? We tried to break down the three major success factors.

1. Similar attitudes and emotional resonance create a resonance of brand concepts among the people

Relying on the spiritual core of the key characters in the play, emphasizing the brand value proposition and triggering broad resonance among the audience are the key means for brands to conduct attitude marketing with "The Story of Rose".

Taking the cooperation between Jindian and "The Story of Rose" as an example, after pre-understanding the core of the series and integrating the character traits with the brand concept, Jindian integrates the brand attitude into every expression of the audience's pursuit of the series, so that the concept of "organic life is defined by me" is deeply rooted in the minds of users, and the mind binding is achieved through the high-profile spokesperson strategy + full-link marketing layout. Through innovative interactive products within the play, welfare interactions outside the play, and offline event sponsorship, it further gains user empathy, and relies on subsequent IP joint follow-up and social marketing, e-commerce linkage and other derivative gameplay to complete the grass-planting conversion.

The first is an innovative advertising format that creates interaction by following famous scenes and plots, creating an immersive interactive experience for the audience to witness Rose’s wonderful life.

"Rose Proverbs" cleverly links the highly resonant quotes of users with the Golden Classic TVC at the beginning of the film, and with the help of the emotional identification evoked by Huang Yimei, allows drama fans to have a deeper understanding of the Golden Classic concept of "organic life, defined by me".

"Rose's Choice" took advantage of the hottest topic of the drama to meet the discussion needs of users, triggering more than 48.6 million voting interactions. #玫瑰的婚事倒数第一大赛# Related topics ranked second on the Weibo main list.

The "Rose Road Barrage" that attracts drama fans to "post barrages crazily" creates an interactive entrance for the audience at key plot points in the character's life, allowing brands and audiences to build the Rose Road Barrage together.

"Co-create Roses" is deeply tied to famous scenes in the plot, leading the audience to experience the aesthetic charm of roses and achieve two-way empathy between brand users.

In addition, Jindian has been working with the audience with abundant benefits throughout the entire broadcast cycle. In the drama, Jindian collaborated with three highly popular characters to perform Jindian advertisements. Outside the drama, Jindian launched the "cloud package" for the first time, inviting the audience to enjoy the drama. Offline, Jindian collaborated with Tencent Video OpenDay to create Jindian Organic Flower House, recreating the famous scenes in the drama, attracting audiences to check in and receive benefits.

It is worth noting that in terms of conversion, Jindian has achieved the full penetration of IP influence from content to social and e-commerce fields based on Tencent's rich resource interoperability and close cooperation of various channel products . For example, the brand mini program "plant roses" to unlock limited derivative gift boxes and invite fans to co-create the "Drama Bottle". It listens to the advice of drama fans and responds to their requests. It helps a large number of drama users with high favorability to convert into brand users in a smoother way, empowers the e-commerce link, and realizes the linkage between brand and effect.

Similarly, another brand that collaborated with "The Story of Rose", Wyeth Aptis , combined brand ambassador Zhu Zhu's eye for art and baby nutrition both on and off the screen, to create creative advertisements, delivering the brand's point of interest: "Nutrition for babies should be closer to what is natural, so as to give them strong self-restraint", giving mothers like the heroines in the drama more confidence.

At the same time, Wyeth also seized on the identity of the heroine Huang Yimei as a "mother" in the play, and completed the expression of its brand proposition of "being a mother and also being yourself".

In the drama, through Ruyi stickers, golden sentence authorization, H5 interaction and other gameplay, Wyeth Genetics is strongly bound to Liu Yifei's first role as a screen mother, continuously outputting Huang Yimei's "independent" parenting attitude, cleverly attracting traffic from vertical groups, and effectively reaching the mother and baby groups.

(Ruyi sticker)

(Interactive H5)

Obviously, if you want to achieve universal output of brand characteristics and user empathy, the key lies in completing the content construction of "attitude convergence", that is, to find the intersection of the brand value proposition and the characters in the play in advance, and to strongly bind the proposition and IP content through a series of advertising products and channels, and finally realize the implementation of conceptual terms on actual plot and character settings, and complete the market education of character attitude = brand attitude = life attitude that the audience yearns for.

2. Entertainment thinking comes first, and online hot spots become hot memes for brands

Relying on key actors in the drama to create extra advertisements and interludes has become an eye-catching magic weapon in the current hit dramas. Interesting derivative advertisements can always create a "hot joke" effect, helping brands to successfully break out of the circle by relying on the online sense to grasp the young people who follow the drama.

The cooperating brands of "The Story of Rose" also have many highlights in the cooperation with actors. Doujiao Observation found that from the snow-covered bookstore in "The Swordsman in the Snow" to the "Hello, Song Chao" small theater in "Dream of Red Mansions", to a series of customized advertisements in "Joy of Life 2" and "The Story of Rose", Tencent Video's ability to create "derivative advertisements" is becoming more and more profound.

Whether it is celebrity broadcasts, interstitial dramas or extra advertisements, the platform is good at using entertainment thinking to capture the personalities of the characters and the unique temperament of the actors in the drama, and co-create derivative content that the audience loves with brands, turning advertising products into a base station for communicating and playing with drama fans.

The "pull and pull" between Zhuang Guodong and Huang Yimei before they established their relationship left a deep impression on many drama fans. The customized advertisement of Rose Time, a collaboration between RIO Tipsy and Peng Guanying, cleverly used the famous scene of the two people's dialogue across the air when it was raining. The rain in Beijing and RIO Tipsy left for you are intertextualized, and in the extended ambiguous atmosphere, the slogan "It's great to be tipsy with her" once again highlights the brand slogan, which is full of atmosphere, strengthens the brand label and has a lingering aftertaste, and also won wide acclaim from the audience.

The classic lines, popular memes and famous scenes of important characters are the magic weapon for constructing creative advertisements. The homophonic star broadcast created by Xizhilang and Peng Guanying cleverly linked the brand and the character's name, successfully creating a popular meme. "Zhuang Jelly" holds Xizhilang jelly in his hand, and turns the classic confession line in the play "Can I buy you a drink?" into "Can I buy you Xizhilang jelly?", which has a high memory point and is very brainwashing. Therefore, Xizhilang's "Rose Jelly" product has become popular with the CP.

Making up for the audience's "unsatisfied feelings" is also the idea of ​​the extra-episode advertisement to attract attention. During the period from June 18 to 21, the plot progressed to the moment of conflict between Fang Xiewen and Huang Yimei's marriage. The family on the verge of breaking up and the tense plot made many viewers' blood pressure soar. At this time, the 8-episode advertisement of "Magical Baby: Revival" just healed the audience. During the endless time, Huang Yimei gained the "magic of life" and gained a moment of relaxation and satisfaction in the game paradise. The serial-style interlude plot combines Huang Yimei's attitude towards life with the brand concept. The warm story of the extra-episode not only emphasizes the optimistic and warm characteristics of the game, but also gains high favorability.

Of course, after the brand and the actors create memorable moments with interesting jokes and good stories, further interaction with users is also the key to turning drama fans into brand users. Take Xizhilang as an example. In addition to the star broadcast, the brand struck while the iron was hot and carried out social interaction with Peng Guanying on Weibo to further consolidate the relationship and mobilize the enthusiasm of fans.

At the same time, with the help of strong "personalized" operations, Xizhilang's official Weibo account strongly supported Zhuang Guodong, becoming a CP fan leader, further interacting with the official Weibo account of the drama, and once again consolidating the fan-loving setting. Inviting fans to eat jelly, drawing autographed photos of the leading actors, and offline entry into the Tencent Video OpenDay "Rose Story" Carnival Market have all achieved "playing together" with drama fans. With the help of humanized operations and CP marketing, the Xizhilang brand has become the audience's "partner for chasing dramas", and through roles and actors, it has achieved a closer interactive connection with users and achieved the derivation of a large number of brand-related content.

Through the interesting linkage between "The Story of Rose" and the brand, we can find that at a time when derivative advertising has become standard, if you want to stand out and gain the memory and favor of users, the creative ability of the content must keep up. Derivative advertising cannot stop at simple oral broadcasting and hard advertising exposure, but must also complete the linkage of stalk creation based on the matching character settings, and through subsequent serialized in-depth cooperation and continuous interaction, it can achieve conversion precipitation.

3. Scene atmosphere: brands lead the high-memory consumption paradigm

Urban dramas have a natural advantage in leading consumer scenarios and covering product mindsets. Creating consumer demonstrations around the scene atmosphere and letting the audience's yearning for a better life presented by the plot and characters fall on the brand is also a winning magic weapon for the brand.

It is worth noting that in the collaboration of "Rose Story", Tencent Video has shown strong foresight in identifying hot topics. In addition to fixed resources, it is good at using the naturally high topicality of characters and plots to strengthen the brand's "demonstration effect", create a richer marketing space, and rely on natural traffic to further highlight the brand's core functions and increase its popularity on the social marketing side.

A typical example is Vipshop, which cooperated with the popular actress Zhu Zhu to customize two online advertising short films of summer travel scenes and quality life scenes. At the end of the film, it guided people to open Vipshop and search for "roses", and then enter the online special page to buy the same items as the stars, which continued to strengthen the brand concept of "the brand you want, the price you like, are all in Vipshop". At the same time, Vipshop also linked up with Tencent Video Open Day to create Vipshop's "Rose Attracts LOOK People" special area, which brought a large number of the same style outfits in the drama to offline, attracting audience interaction, triggering extended dressing topics, and once again strengthening the brand's special sale mentality.

Similarly, Lee Kum Kee's collaboration with "Rose Story" captured another key scene in the drama - the dining table. As an urban drama, there are a lot of cooking shots and food scenes, whether in Huang Yimei's parents' home or in the homes of a group of young people. The dining table is not only a scene to heal the stomach, but also a warm family base to soothe the soul. In the drama, the Huang family's family food has become a key emotional sustenance as the plot progresses, triggering a large number of netizens to discuss spontaneously.

Lee Kum Kee used the opening advertisement and the food scene in the drama to amplify the brand's consumer demonstration. At the same time, Lee Kum Kee also specially invited the actors who played Huang's father and mother to create two customized drama advertisements "Rose Family Feast". In the family feast, the parents prepared healthy and delicious food for their beloved daughter. The subtle expressions of family affection were real and moving, which once again strengthened the brand's characteristics of health, deliciousness and zero additives, and further conveyed Lee Kum Kee's adherence to the original intention of quality and allowing families and children to eat safe and delicious condiments.

It can be seen that in order to achieve the sense of "consumption demonstration" that guides users, the key lies in pre-predicting the key scenes and hot discussion trends in the drama, and finding the intersection of the product's functional concept and IP. Through specific scene implementation, high-profile topics can be transformed into strong emotional resonance, and ultimately the emphasis on the product's functional advantages can be achieved with half the effort.

IV. Conclusion

Observing the marketing cases of different categories of brands in "The Story of Rose", behind the successful popularity, Doujiao can clearly feel the powerful platform capabilities of Tencent Video:

1. Understand content, audience, and brand. In different gameplays, the platform can highly combine the core concept of the brand with the characters and user interests to create differentiated narratives, and strongly bind them with the plot to create high memory points.

2. Ability to realize immersive implementation of various creative ideas with the help of diversified advertising products. Whether it is hard advertising resources within the drama, offline activity resources, innovative interactive gameplay, artist resources or high-quality and high-standard plot advertisements, it can fully and innovatively achieve effective reach to core users.

3. It’s up to each person to decide how much money they want to spend. There are benchmark cases for collaborations of different sizes. Whether it’s using omni-channel marketing to help brands complete the integrated linkage transformation from the show to the outside world to the private domain, or using single-point creative advertising to create a topic window and traffic entrance for the brand, brands with different budgets can find the right way to play.

From "Flowers" to "Journey to the West" to "Joy of Life 2" and "The Story of Rose", Tencent Video has produced four major dramas of different styles in the first half of this year, and the certainty of hit content has been further improved. The platform's commercialization capabilities have also evolved synchronously. By combining the core emotional resonance and contemporary values ​​of major dramas with brand narratives, Tencent Video has worked with brands to create high-quality content time and time again, which also reflects its leading position in the industry and continues to play a benchmark value.

What kind of business evolution cases will the upcoming summer dramas such as "Longing 2" bring? Doujiao will continue to pay attention.

Author: Guo Jian

Source: WeChat public account "剁椒spicy"

This article is authorized by @剁椒spicy to be published on Operation Party. Any reproduction without permission is prohibited.

The title image is from Unsplash, based on the CC0 agreement