In the graduation season of "no goodbye", what graduation wishes did brands offer?

This article mainly introduces how major brands use graduation season for marketing, strengthen the emotional bond with consumers by producing relevant graduation blessing advertisements, and use this to promote brand image and product features.

It is graduation season again. Students from all over the world bid farewell to the campus that carries their youthful memories and start the next chapter of their lives.

At such a point in time, brands will not give up the opportunity to leverage marketing momentum. While sending good wishes, they will enhance their sense of companionship and convey their brand proposition.

Now, let’s follow TOP and feel the sincerity and blessings of this year’s brands from 6 graduation season advertisements!

1. Bilibili: Contribution + secondary creation to maximize the sense of companionship

Whenever June comes, the graduation concert carefully prepared by Bilibili will meet with everyone as scheduled.

This year, Bilibili teamed up with old friend Zhou Shen to bring the graduation song "Go to Tomorrow", dedicated to those who are about to graduate or have already graduated. May everyone bid farewell warmly and go to tomorrow with good wishes.

Go To Tomorrow

The video starts with a door, a door that was moved, broken, created, and missed, recording beautiful blessings. Following the recording camera, from greeting roommates for the first time in the dormitory to recording each other's haste when being called in class, the calmness of quietly slipping into the classroom, the joy of celebrating birthdays together... Everything is as beautiful as yesterday, but it will eventually be said goodbye with the closing of the door and waving goodbye.

It is worth noting that many of the MV materials for the graduation song on Bilibili come from the contributions of Bilibili UP masters. When collecting real records of users, this graduation song has also become the most precious gift that Bilibili gives to each other. Accompanied by the melodious singing, the audience bids farewell to the beautiful memories and fettered relationships together.

In addition, Bilibili also launched the "Go Tomorrow" secondary creation activity on the platform, opening free authorization to colleges and universities, and inviting users to select activity topics to perform graduation songs. With the help of submission, co-creation and secondary creation, Bilibili not only played its own content creation advantages and enhanced the platform's sense of companionship, but also made the majority of graduates feel fully involved, and with the blessing of "Go Tomorrow", it enhanced user stickiness.

OPPO: Live chart records your growth

OPPO, which launched its new product Reno12 during the graduation season, chose to use the story of a dream and a group of dreams to tell the story of OPPO's companionship.

Xiaoou, who is in graduation season, received a banner from her roommates, "233 Graduation Ceremony and Ankle Internet Celebrity Xiaoou's Resignation Ceremony", which brought back memories for her. She dreamed of becoming an Internet celebrity with millions of fans when she was a freshman. Although she only had 6 fans, she and her roommates started to record it vigorously. Whether she initially chose to position herself as a beauty blogger, or chose to increase her fans by taking advantage of the hot spots in her sophomore year, or switched to being a review blogger in her junior year... OPPO recorded every moment of trying, and the Live photos are full of her and her roommates' smart and funny daily life.

The short film does not directly emphasize the imaging function of the product. Instead, it uses the current context in which everyone is brave enough to try self-media to tell the vivid and precious friendship between girls. In the natural interaction, it shows the OPPO Reno 12 series LivePhoto function of recording moving moments . At the same time, graduation memories also give the mobile phone emotional connotations.

3. Ele.me: “Eating well” shows the warmth of the platform

In addition to the sadness of parting during graduation season, there is also the worry of "finding a job".

But don’t worry, Ele.me has teamed up with talk show host Niaoniao and several “experienced people” to talk to friends who have just graduated about how to “choose a job”.

"Life is easy to get by"

Whether it's a zoo keeper who doesn't have to deal with interpersonal relationships, a digital nomad who checks in all over the world and is a veteran Earth player, or the owner of a creative steamed bun breakfast shop who only works for himself, a ceramic artist who chooses to make pottery in Jingdezhen, or the director of five nursing homes, these rich and diverse career choices reflect the current young people's desire to explore infinite possibilities. They are also the reference and enlightenment that Ele.me and "veterans" give to graduates.

At the end of the video, Ele.me thoughtfully sends graduation season gifts to users. Users can purchase a coupon package worth 199 yuan for 0.9 yuan, using sincere discounts to support everyone to move towards a broader life.

At the graduation season, Ele.me cleverly used the pun "吃得开" to wish everyone "a good life"; it also used the phrase "no matter what kind of 'rice bowl' you have, you can have a hot life" to explain the truth of work and life, and once again enhance the platform's image in the minds of users. In addition, the advertisement is accompanied by the calm narration of "淡人" Niao Niao, which not only enhances the persuasiveness of everyone to calmly deal with various choices, but also uses its explanation to explain the importance of eating every meal well.

4. Xianyu: "Latest campus recruitment" helps financial independence

If you want to talk about the busiest APP during the graduation season, I think you should vote for Xianyu~

As the idle trading community that understands young people best, Xianyu cannot sit idle during this graduation season. It released a video announcing the start of the latest campus recruitment for the class of 2024, recruiting items but not people.

"Send your baby to work, and you will graduate with pay!"

After the interesting campus street interviews, the protagonists made their grand appearance, including trendy clothes, rackets, lamps, and textbooks for the CET-4 and CET-6. Like the graduates, these items waiting to be traded also have the status of fresh graduates, and are waiting to "graduate and take up their posts" in many corners of the campus. As the video previewed at the end, Xianyu campus circulation points have officially opened in seven universities, including Shanghai Jiaotong University and Ocean University of China. Students can send their idle items to the "campus recruitment" site and graduate together with pay.

Xianyu campus circulation point line diagram

Xianyu takes advantage of campus recruitment , a scenario most closely connected with graduation season and new graduates, to strengthen the transaction features of the platform and earnestly shout out the dual beneficial slogans of "send your talents to the job and you graduate with pay". It not only solves the problem of new graduates who urgently need to get rid of idle items, but also helps them achieve financial independence before graduation , creates new transaction scenarios in a timely manner, and effectively connects the minds of graduates.

5. Didi Qingju: "What bicycle do you want?" Send blessings of belonging

In life, we may be questioned "Why do you want a bicycle?" or we may choose to use "Why do you want a bicycle?" to make fun of and comfort ourselves.

During this year's graduation season, Didi Qingju released a short film titled "Why Do You Want a Bicycle?" dedicated to all graduates who "want a bicycle". We hope everyone can find their own direction.

What bicycle do you want?

"What kind of bicycle do you want?" comes from a line in Zhao Benshan's classic sketch "Selling Crutch". However, it has become a popular internet meme in recent years, used to describe people who are not satisfied with what they have and want something better.

The video presents the various voices that the male protagonist receives on his growth path from a first-person perspective. He originally thought that he had mastered the direction of the bicycle, but he always experienced various doubts at important stages of his growth. Whether it was choosing a major in the college entrance examination, choosing a career after graduation, or entering the workplace, he always faced the puzzlement of others asking "what kind of bicycle do you want?" However, he had the courage to "just want a bicycle" from the bottom of his heart, and experienced the life in his hands through action.

Didi Qingju used the popular Internet meme "What bicycle do you want" to connect with young people who are often questioned in daily life, and gave graduates support and strength with the answer "I want a bicycle", arousing their emotional resonance. In the encouragement and blessings, the video also naturally implanted Didi Qingju's products , showing the youthful vigor of grasping the direction and riding on the road.

6. CamScanner: There is no guide for life, but there is a strategy for graduation

As a practical tool that has accompanied countless graduates, CamScanner launched a graduation season advertisement titled "There is no guidebook for life, but there are strategies for graduation", indicating that it does not want to give graduates any guidance that may contain a didactic meaning, but only wants to provide practical help.

There is no guide for life, but there is a strategy for graduation

CamScanner sees the confusion and anxiety of graduates, and wholeheartedly offers graduation tips on renting, starting a business, job hunting, etc., to help graduates understand knowledge about rental subsidies, entrepreneurship subsidies, friendly visas, etc.... In addition, CamScanner has also prepared tools to improve efficiency for graduates who are taking postgraduate or civil service exams, and has collected all the information that graduates want to know, should know, and is worth knowing.

In addition, graduates can search for "Happy Graduation" on the APP and receive a gift package from CamScanner that provides one-year premium membership to the class of 2024.

In the gentle reminders and in the real gift packages, CamScanner plays the role of a supporter, answering all the confusions of graduates and allowing the audience to truly feel the brand's slogan "There is a strategy for graduation", thus achieving user mental retention of the practicality of the platform.

After watching these graduation season advertisements, do they remind you of your campus youth?

TOP also appreciates the good intentions of the brands - they want to establish a deep emotional connection with graduates and convey the brand's warmth and value, while also combining the brand's characteristics, highlighting their own advantages, attracting the attention of the target audience, and amplifying their voice.

Finally, TOP would also like to wish all the graduates a happy graduation and a bright future!