What is the traffic password of Xiaomi copywriting?

What is the secret of Xiaomi's successful car copywriting? Let's take a look~

“When Xiaomi Auto’s brand copywriter was still putting on shoes, Xiaomi Auto’s joke copywriter had already run all over the city.”

Xiaomi Motors is extremely popular, but do you know what the slogan of Xiaomi Motors is? You don’t know, you only care about yourself.

When Xiaomi Auto's slogan "Man and car become one, my heart is pounding" was still on the PPT, jokes about Xiaomi Auto had already spread all over the Internet, and new jokes were constantly being created.

Jokes are one of the fastest-spreading things in the current Internet age. The only thing that can rival them is probably "eating melons". However, "big melons" are rare, but jokes can be created at any time.

So we see that whenever a hot event occurs, the fastest-circulating things are often the jokes related to it (hot topics such as natural disasters and man-made disasters are not within the scope of this discussion). This so-called "joke" can be a funny or insightful piece of text, or it can be a meme picture or a video.

For example, on the night when Xiaomi Motors was officially launched, the first thing that swept the screen was the meme of “Wei, Xiaopeng and Li Auto”. Xiaomi invited a number of friendly companies such as Weilai, Xiaopeng and Ideal to the press conference. The three bosses of “Wei, Xiaopeng and Li Auto” sat together. At the beginning, it was like this:

When the final price of Xiaomi Auto was announced, their expressions looked like this, and then it quickly went viral.

Ordinary jokes are just for fun, but if the joke carries a brand or proposition, it may become a copy with advertising appeals. When advertising appeals take advantage of the joke, the communication effect achieved will be very significant.

Looking at the popularity of Xiaomi Automobile this time, although the press conference was exciting and the car itself was excellent, it was precisely these jokes that made this topic explode on the entire Internet.

For example, on the night of the Xiaomi Auto launch, I actually didn’t watch it, but many people in our copywriting group were posting various Xiaomi Auto jokes. The lightweight size of a paragraph or a picture was enough to penetrate into every pore of the Internet, and thus spread widely on social platforms and comment areas such as Moments, WeChat groups, Weibo, Xiaohongshu, and Douyin, drawing in all those who originally didn’t pay attention or understand it.

The launch of Xiaomi Auto was originally just a major event in the automotive and technology circles, but now it has become a carnival with the participation of the entire nation. The benefits of this kind of communication effect to the brand are immeasurable.

This not only helps Xiaomi Auto achieve extremely impressive sales receipts, but also plants a seed in the hearts of many young people. Their first car in the future may very well be a Xiaomi Auto.

This effect is exactly what Porsche and BBA hope to achieve by investing billions of dollars in advertising fees. The whole nation sows seeds and reaps the future.

What methods did Xiaomi use to get all the joke makers on the Internet to help it write copy?

To sum up, there are three main steps: 1. Make things bigger; 2. Keep a low profile; 3. Provide a steady supply of creative material.

01 Make it big

To expand social communication, we must give it a sufficiently large initial transmission velocity. In the past era of traditional advertising materials, such as an advertisement, a set of prints, or an event, if we want to maximize the probability of an advertisement going viral, we must make full use of the first wave of advertising. Various official media and self-media accounts must be put in place, and all kinds of splash screen ads, outdoor ads, elevator ads, etc. must be fully utilized. This is commonly known as "saturation delivery." In this way, coupled with the excellence of the advertising content itself, there is a chance to go viral, but whether it can be achieved depends on other luck factors, such as whether there are any celebrity scandals at the same time.

This is the reason why talents in real life flow to the most developed cities, and talents on the Internet flow to the hottest topics.

Xiaomi itself has a huge fan base, and its inherent Internet genes also make it more adept at "making things bigger."

Looking back at the hype for Xiaomi Auto, it can be said that it started three years ago when Xiaomi announced it would build cars. Lei Jun said that this was the last time he would start a business in his life. Many people were very moved at the time. Various news were constantly released during this period. The topic of Xiaomi building cars became a hot search topic every few days. Overnight, a bunch of automotive technology experts began to express their opinions on Xiaomi building cars, whether good or bad.

This is what a widely circulated joke said at the time.

Another funny comment says:

"My bottom line is that Lao Gan Ma makes cars"

During this period, there were constant news about Xiaomi Automobile, but the product was still under development. Some people used the words that Lei Jun used to mock Huawei at the time to tease Xiaomi: "Why don't you sell it?" In short, various topics have never stopped being hot.

Then in November last year, the final photos of Xiaomi Car were exposed. Because the body lines were similar to those of a Porsche, the topic "Why should young people's first Porsche be a Porsche" became popular.

Then in December, Xiaomi held a very Apple-like car technology launch conference, which raised people's expectations for Xiaomi cars and led to various speculations about the price.

During this period, Xiaomi Motors has been making constant moves. For example, Lei Jun wore work clothes to show everyone the Xiaomi Motors Super Factory, and then this work clothes priced at 299 was sold out...

Before the launch, Xiaomi booked large screens in several cities to pay tribute to various domestic new energy vehicle brands, and jointly released "move forward" posters with various car companies. At the launch, it also called on the founders and bosses of a number of car companies. It can be said that it has deeply understood that the essence of creating momentum is "strength in numbers". When the cars were officially delivered, the photo of Lei Jun personally opening the car door for the first batch of delivery users was another wave of screen swiping...

In short, from the boss to the company, Xiaomi Auto will not miss any opportunity to create a topic. As long as I make things big, the rest of the screen-sweeping matters will be left to all netizens.

02 Keep a low profile

At the Xiaomi Auto launch conference, Lei Jun came up and bowed to everyone first. This actually reflects Xiaomi's own attitude, to humble itself and put users first. No matter whether your evaluation is good or bad, we will maintain a humble attitude.

To be honest, the current Internet public opinion environment is not friendly, which has led to a lot of speech control, deletion of comments, bans, lawyers' letters, and various speech kidnappings, which make people dare not make jokes freely in some situations.

The open attitude expressed by Xiaomi Auto makes more people willing to join in the fun instead of just watching from afar.

For example, when the appearance of Xiaomi Car was announced, one point that many people complained about was the ugly layout of the tail logo. Unexpectedly, Xiaomi really modified it according to everyone's opinions, and the topic of "Xiaomi listens to advice" became popular again.

Everyone said that it looked much better after the revision. The reason is actually very simple. The revised version is the original typesetting method on the Xiaomi mobile phone. It turns out that the ultimate secret of revising the manuscript is to go back to the first draft.

Before modification:

After modification:

Then the logo made by netizens for Xiaomi was widely circulated on the Internet.

The most classic one is the "Redmi Auto" logo.

Someone commented on Zhang Songwen’s Weibo, “Didn’t Mr. Lei prepare one for the teacher?” Then Lei Jun really gave Zhang Songwen a Xiaomi SU7.

Someone commented:

03 Provide a steady stream of creative materials

Now that we have a topic and people are ready to talk about it, the next thing to do is to continue to provide various materials for netizens to create . In this regard, Xiaomi Auto's materials can be described as "daily". As long as there are enough materials, there is nothing that cannot be played out.

For example, the appearance of Xiaomi car is very similar to that of Porsche. Xiaomi does not shy away from this point. Lei Jun even paid tribute to Porsche at the press conference and compared it with Porsche in various ways. Then the Porsche's appearance was played out.

For example, this:

A Porsche owner directly put a Xiaomi Auto logo on the rear of his car, which is a reverse copycat and an attempt to raise his own value.

The following comment, with just 5 words, received 30,000 likes

Here’s an even funnier one:

The reverse Tiangang belongs to:

At the press conference, Lei Jun gave a detailed explanation of the various parameters of SU7. Then these configuration parameters were made into a "Duichuanchang" joke from "A Chinese Odyssey Part One: Pandora's Box", and the video became popular on Bilibili.

The topic about the inability to refund the 5,000 yuan deposit after Xiaomi Auto locks its configuration has also become material for netizens to write jokes.

There were also various jokes about Lei Jun bowing and opening the car door for the user when picking up the car.

It's a bit of a double entendre.

As Xiaomi Automobile became an instant hit, Lei Jun’s personal resume was constantly exposed, and then a wave of “cool male-lead literature” jokes were created.

If the above three points are achieved, Xiaomi no longer needs to write the copywriting itself, as the smart people on the entire Internet will contribute their talents to it.

But this kind of talent is also a double-edged sword . When you convey a kind of goodwill and a positive attitude, it will bring you huge traffic and wealth. If it is the opposite, it may be a huge shit pot, telling you what a poisonous mouth is in every minute.

Author: Kuang Shisan WeChat Official Account: Free shipping