A "Rose Story", a group of snickering brands

Why can a TV series make multiple brands laugh? This article will help you find out the reasons. This article is also recommended for companies or individual business owners.

"Then why do you insist on going to Beijing? Who is there in Beijing?"

In "The Story of Rose", Fang Xiewen's performance swept the entire Internet and became a popular transition video. Offline, Luckin Coffee's co-branded product Yellow Rose Latte made fans of the drama go wild.

Since its premiere, "Rose's Story" has been a hot topic, and the love-hate relationship between Huang Yimei and the four male gods in the play has become a hot topic. Data shows that the ratings of this drama on CCTV exceeded 2, and it also set a record of breaking 31,000 for the fastest popularity value of urban dramas on Tencent Video, achieving a double explosion on both TV and the Internet.

What are the derivative contents of "The Story of Rose" on social platforms? What is the key to the popularity of this series? Which brands have benefited from the series' traffic?

1. Fang Xiewen's various styles make him popular, while Lin Gengxin plays memes while surfing on 5G

"Lin Gengxin became the Beijing Tourism Ambassador", "Beijing Tourism was first seen because of Fang Xiewen", "Fang Xiewen woke up and found himself on the Beijing Tourism Bureau", "It's a hit drama, the official even followed suit"...

These comments come from the transition video released by @CCTV.com Culture and Tourism. In the video, Fang Xiewen’s sentence “Why do you insist on going to Beijing? Who is in Beijing anyway?” successfully attracted the interest of netizens. Then the scene changed and many attractions appeared, including the Badaling Great Wall, the Palace Museum, the Temple of Heaven Park, the Summer Palace, and the Bell and Drum Tower, with the text “Beijing has 214 A-level scenic spots and more than 100 intangible cultural heritages, and I just want to go to Beijing”.

Image source: Tik Tok screenshot

On Douyin, this transition clip has spawned many hot lists such as "Who is involved in the cultural and tourism transition?", "Lin Gengxin has also entered the transition track", "CCTV.com has also tried Lin Gengxin's transition", and "Lin Gengxin has been transferred to all parts of the country".

This creative transition not only made Fang Xiewen's character stand out, but also attracted more local cultural tourism to participate. In order to attract more tourists to Xinjiang, the official account @新疆是好地方 said after the transition that "Beijing has Daxing Airport, and you can take a plane to Xinjiang." @Hi贵州 also followed closely, not missing any promotional opportunities.

Image source: Tik Tok screenshot

Many netizens joked, "I don't dare to be so rigid when writing essays," "Qiu Ya is getting married, and you are singing and dancing here," "You can turn such a big corner," "Lin Gengxin - 2024 China Tourism Ambassador"...

Because Fang Xiewen is sensitive and inferior after marriage, and has a strong desire to control, this character has been criticized, and "When I speak to ×× in Fang Xiewen's tone" has become the inspiration for netizens to create. @Xiao Du Observation Diary, @Zhang Batong, @Jin Tianyi's Beautiful Girl Mommy, @Jiao Tailang, @Don't Call Me Ma Daha and many other masters have performed it.

For example, in the @小杜观察日记 video, faced with a series of remarks such as "It's inconvenient to wear shorts, you should change into long pants, it won't take long", "Every day you either want to go out or go to the park", "Women are the breadwinners and men are the homemakers, you don't need to be in the spotlight to walk the dog", "Just stay at home and focus on having a son", etc., Xiao Du was shocked and didn't know whether to laugh or cry.

Image source: Tik Tok screenshot

Netizens made scathing comments in the comment section, “See, men can’t stand the same way either,” “Finally driving the good guys crazy,” “Walking the men’s path and leaving them with nowhere to go,” and “The entire internet is poisoned by Fang Xiewen.”

In addition, many netizens commented on the behavior of Lin Gengxin, the actor who plays Fang Xiewen, in the drama under his Weibo. Lin Gengxin was surfing on 5G and had a passionate confrontation with netizens on Weibo.

For example, when a netizen asked “Why don’t you let Rose work”, he replied “You are told to work and work until you become bald. Are you happy, honey?” Another netizen asked “Why don’t you buy flowers for Rose? Flowers are so beautiful” and posted a photo of himself holding flowers. Lin Gengxin replied “You have been a soldier, right? Your back is straight.”

2. In addition to playing with memes, the plot has become a hot topic

The popularity of "The Story of Rose" is not only reflected in the popularity of the character Fang Xiewen, but netizens' discussions on the plot and various characters have further boosted the popularity of the series.

As a drama with a strong female lead, the love stories of Huang Yimei and her previous boyfriends are the focus of discussion among netizens. As for her first love Zhuang Guodong, many netizens think that they are a perfect match, and it is a pity that two people who liked each other at first sight could not be together. However, more netizens think that Zhuang Guodong is a typical elite selfish man who only has lust for Huang Yimei and does not put Huang Yimei into his future plans at all.

And when problems arose between the two, Zhuang Guodong did not actively communicate to resolve them, but avoided them by using cold violence or diverting conflicts. Some netizens commented on their relationship mode: "Zhuang Guodong drove Rose crazy, then quietly watched Rose go crazy, and finally stood on the moral high ground to accuse her of being emotionally unstable!"

As for Huang Yimei's ex-husband Fang Xiewen, more people discussed the sharp contrast between him before and after marriage. Before marriage, he was meticulous and considerate, and even sold his bicycle to help the heroine pay the 20,000 yuan rent in order to let her rent the room upstairs from him. After marriage, he controlled the heroine's actions everywhere, quitting her job without her knowing, secretly rejecting her offer, and even finding excuses to get her to hand over her bank card.

Regarding Fang Xiewen's change, some netizens said, "This is his true nature. He finally stopped pretending after marriage." Others analyzed, "He has low self-esteem, is stimulated by Zhuang Guodong, and has a nosy mother. In fact, I can understand this character, but I don't agree with this behavior."

Some netizens compared Fang Xiewen with Zhuang Guodong, "Neither of them is a good match. But the inferiority complex is more terrible. If the first love is sophisticated and selfish, the communication is simple and rough, and there is no emotional value. It is relatively easy to find out and get out early. Fang is the kind of person who uses low-cost good to trap the other party. In fact, inferiority and sensitivity are deeply hidden in his heart. Once he gets it, inferiority turns into control, and giving turns into demanding. It is difficult for ordinary simple girls to find out early."

Fu Jiaming was Rose's third lover, and the official used the term soulmate to describe their relationship. During this relationship, Fu Jiaming suffered from congenital heart disease and was nearing the end of his life when he met Rose. Although the two were inseparable, they still could not resist the final regret.

Netizens called him "White Moonlight", saying that he was the one who deserved Huang Yimei's love the most, and explained, "He would never let Huang Yimei sacrifice anything for him, nor would he let Huang Yimei change anything for him. Even though he was dying, he gave Huang Yimei true soul-to-soul love, and it was his appearance and departure that allowed Huang Yimei to grow and transform again, truly growing into a person who controls her own heart and destiny."

The last person to appear is He Xi, a pilot. They are also the group with the largest age difference. The two met because Huang Yimei signed up for a flight course. Although they like each other, they did not stay for each other, but went on their own lives. Outside the play, He Xi, who plays Lin Yi, also asked his colleagues to edit a CP video with Liu Yifei to make up for the regret that they could not be together in the play.

In addition to the main plot of Huang Yimei's love, other characters in the play are also full of highlights. Huang Yimei's open-minded and tolerant parents, her successful brother, Su Gengsheng, who is both her best friend and sister-in-law, and others have also attracted considerable discussion. On Douyin, there are also many hot topics such as "Recreating the famous scenes of Rose's Story", "There is a good mother-in-law in Rose's Story", and "Don't look back for someone who is not worth it".

3. Which brands get the drama traffic?

With its strong cast, adaptation of Yi Shu's novel, bold plot and other highlights, "The Story of Rose" has attracted much attention since its launch, while also demonstrating strong investment attraction capabilities.

According to media statistics, 34 brands were officially announced on the first day of the broadcast of "Rose Story", and 10 advertisements were embedded in the first episode. As of June 25, a total of 44 brands have cooperated or co-branded, with a total of 310 advertisements, covering many categories such as beauty, food and beverage, e-commerce, mobile phones and digital products, medicine, and home furnishings.

Among them, Jindian organic milk, as the head sponsor, not only has a strong presence in the drama, but its customized milk is also sold out. Official data shows that 5,000 boxes of Jindian spokesperson customized milk were sold exclusively on Xiaohongshu platform, and all were sold out in 20 minutes. Currently, they are stepping up to restock. Many netizens said under Jindian’s official account, "You chose Liu Yifei as your spokesperson, how can I let you have no orders?" "From now on, choose Jindian completely and absolutely for milk"...

Image source: Xiaohongshu screenshot

Through the joint venture, Luckin also benefited from the drama traffic. A joint yellow rose latte attracted countless netizens to place orders, and Liu Yifei's selfies of drinking coffee further boosted the brand's popularity. In addition, Luckin officials continued to make things happen, arranging a cup of yellow rose latte for actor Xu Haiqiao, and netizens joked, "Brother's inner OS: I finally squeezed into the story of the rose."

In addition, Liu Yifei's outfits in the drama also made some clothing brands popular. After the scene of Huang Yimei and Fu Jiaming climbing a mountain was broadcast, countless viewers were attracted to buy the same outdoor jacket as Huang Yimei, and the outdoor jacket, which was priced at 699 yuan, was quickly sold out.

It is worth mentioning that the popularity of "The Story of the Rose" has made the yellow rose known and accepted by more people, and at the same time given the yellow rose more meaning. Many flower shops use Huang Yimei as a selling point and successfully open up the sales of yellow roses.

From discussions on the plot to netizens playing with memes, "The Story of Rose" has become another big hit in 2024. Some brands have become popular through this drama, some brands have gained a wave of goodwill, and some brands have achieved real sales. They all benefited from this drama, and this also brings certain reference significance to the drama marketing of more brands.

Author: Aries

Source: WeChat public account "TopKlout (ID: TopKlout)"