"Rose Story" and "Moyuyunjian" became popular during the 618 period. How can brands take advantage of the big drama IP and big promotion IP?

2. Crazy collaboration outside the drama effectively avoids negative comments

Of course, if you want to play it safe, then collaborations outside the show might be more appropriate than product placement within the show.

On the one hand, there is no need to gamble, and you can wait until the show becomes popular before following up, which is more controllable; on the other hand, the match between some shows and brands is indeed not that high, and forced implantation will damage the brand image. After all, there are only a few advertisements in the show that are not criticized.

In terms of co-branding outside the drama, "The Story of Rose" is quite interesting. According to statistics from netizens, there are currently 11 co-brandings, including the title sponsor Jindian, skincare brands Shiseido and U-Time, and Luckin Coffee, which is a rare co-branding with a TV series, as well as many new consumer brands.

U-Time put a Rose Story card, a headband, a phone holder and other peripherals in the co-branded gift box, which is very thoughtful, because Liu Yifei's character Huang Yimei often wears a headband. Who can resist the peripherals of the fairy sister? Even non-fans will be moved by it.

There are many ways to collaborate with popular IPs. In addition to the regular joint gift boxes and peripheral products, you can also set up offline check-ins. For example, Jin Mo has made a major transformation of its store, changing the main visual to blue and yellow. Not only are the booths filled with yellow roses, but there is also a whole wall of yellow roses in the mall, and the roses also have classic quotes from the drama on them.

These roses will be distributed free of charge to passers-by, up to 1 million roses, and combined with influencer marketing, online traffic will be successfully directed offline.

Of course, using the popularity of a drama to drive sales is still a shallow collaboration. A deeper collaboration is to empower the brand with the core of the drama.

"The Story of Rose" is adapted from the novel of the same name by the famous writer Yi Shu. The main theme of Yi Shu's novel is a woman's pursuit of freedom and independence. This tag is what every brand doing business with women wants to get. Shiseido, Ushiyan, The Future Rocks, Jinhui Smell Aesthetics, Taotao Oxygen Cotton, and Jin Mo De all have this idea.

In addition, "Fox Spirit Matchmaker Yuehong Chapter" also cut 56 joint names, including RIO, Pop Mart, Kolaqi, Kuafu Fried Skewers, Cha Baidao, Keep, etc., covering everything from catering, beauty to the Internet.

3. Grasp the key points: the marketing of big dramas is slow but steady

There are many ways to play inside and outside the drama, but it all depends on conversion, which involves a key factor: time. Early June is not only the time for good dramas to explode, but also the golden period of 618.

Many industry insiders said that in this year's 618, big anchors are no longer effective in bringing goods. Brands urgently need to see results in brand advertising.

The marketing of big dramas is slow but steady. Therefore, we can see that brands and platforms have taken advantage of the popularity of these big dramas to launch 618 marketing activities.

For example, Tmall, the exclusive title sponsor of "Mo Yu Yun Jian", recently created the first IP-exclusive Tmall venue, targeting the 618 mid-year promotion node, and cooperating brands settled in the exclusive slots to achieve business conversion. At the same time, it launched the derivative drama "Take That! Ex-husband" to continuously activate users' consumption mentality on Tmall during the 618 shopping festival.

Many brands co-branded with Fox Spirit Matchmaker: Moon Red Edition reshaped the 618 node "people, goods, and venue" value chain through spokesperson marketing and exclusive gift boxes, while promoting the transformation of the link after planting and pulling out. Ke Laqi combined the big promotion with the drama very well, not only launching limited products and gift boxes such as "Fox Spirit Limited" and "Fox Spirit New Color", but also participating in the 618 discount activities and welfare gifts.

Shiseido flagship store created a 618 live broadcast room with the theme of "Rose Story", and the opening screen advertisement also introduced the IP image. The cumulative payment for the eye cream co-branded with "Rose Story" has reached more than 20,000.

The model of big drama IP + big promotion IP focuses on sales and brand, playing the card of product-effect synergy. From the content field to the consumption field, the role of big drama IP is to constantly remind consumers that you have a purchase demand, and the role of big promotion IP is to tell consumers that now is the best time to act. The two work together to participate in the entire chain from consumer cognition to purchase.

4. Brands are competing for the best, and the marketing of major dramas has entered the era of high-quality products

Behind the excitement both inside and outside the drama is the consensus among long video platforms and advertisers on the increasing importance of high-quality content.

For long video platforms, quality improvement is their way of self-salvation.

Under the impact of short videos, long videos have experienced a period of sluggishness. Not to mention growth, retention is a problem. What can be done is to reduce costs and increase efficiency, grasp the core advantage of long videos - high-quality content, so as to attract viewers to convert into members, thereby achieving the purpose of attracting investment.

Judging from the Q1 financial reports of Youku, iQiyi and Tencent Video, things are moving in a positive direction. Alibaba Entertainment's Q1 revenue was 4.945 billion yuan, and its adjusted EBITA was a loss of 884 million yuan, compared with a loss of 1.129 billion yuan in the same period last year, and the loss narrowed year-on-year; iQiyi achieved "positive operating cash flow" for eight consecutive quarters; the number of paid members of Tencent Video increased by 8% year-on-year to 116 million.

VLinkage data shows that in the past three years, the number of high-quality dramas with a Q1 online broadcast index of 80+ has continued to grow. This year, the number of high-quality dramas in Q1 has increased by 22% year-on-year. The Lighthouse Professional Edition report pointed out that the cumulative feature film playback volume of the online drama market in Q1 2024 was 25.683 billion, a year-on-year decrease of 10.1%. The number of popular dramas was 91, a decrease of 28.3% year-on-year, and the average playback volume of each was 282 million, an increase of 25.5% year-on-year. The decrease in quantity and the increase in playback volume mean that the boutique route has been effective to a certain extent.

For advertisers, investing in high-quality content involves considerations from both the consumer and brand image perspectives.

On the one hand, high-quality content represents more or more valuable consumers. After short dramas and short videos divert a part of the audience, the audience remaining on the long video platform has higher requirements for the quality of long content. The Matthew effect becomes more and more obvious, and only high-quality content is valuable content.

On the other hand, high-quality content means more effective brand awareness building. Just like the case of "The Story of the Rose" mentioned above, film and television dramas are the most direct way to influence the audience's minds.

Therefore, we can see that according to the "2023 China Advertiser Marketing Trend Survey Report" released by CCTV Market Research (CTR), advertisers are increasingly willing to pay for good content, and the content marketing penetration rate has reached 99%. Chasing high-quality content is chasing consumers, and advertisers are where the audience is.

As content becomes more refined and commercialized, how to differentiate yourself becomes the question of the second half.

Author: Tiana

Source public account: Morketing (ID: 1083455)