0 budget, the way to rejuvenate the brand has changed again!

Has the way contemporary brands are playing with youth changed again? They are focusing on remote interaction, playing the victim and going crazy to seek resonance, and using various methods to gain popularity... They have gained a strong sense of presence in the media. Let's take a look at the author's analysis.

As budgets tighten and brands become more cautious about their marketing spending, how can communications be cost-effective, or even involve zero-budget marketing?

Either they leverage the power of others and use the method of riding on hot topics to bring new traffic to the brand; or they encourage users to create new marketing content and let users actively spread it to reduce operating costs; or they use joint ventures to expand brand awareness at a lower cost; or they explore new communication channels and platforms, such as through live broadcasts, video advertisements, etc., to build a new marketing ecology for their brand; or they win customer reputation and recommendations by providing high-quality products and services, and achieve precision marketing.

1. How does the brand achieve its youthful approach with zero budget?

After sorting out the marketing methods of major brands, Mr. Bingfa found that the youth-oriented approach of contemporary brands has changed again, with the core placed on "interaction", thus building a new traffic pool for the brands.

1. Create a worker persona, act miserable and crazy to find sympathy

Nowadays, with so many marketing tricks, the usual marketing methods of brands can no longer impress consumers. However, those brands that dare to play have jumped out of the inherent marketing framework and achieved emotional resonance by creating a working-class persona, thus narrowing the distance between the brand and the audience.

Compared with honestly posting beautiful product pictures, describing product advantages, or "giving benefits" to consumers, those crazy "complaining" and "selling misery" content are often more likely to attract consumers' attention and help brands gain super high traffic.

For example, when Hua Xizi faced negative news not long ago, the brand cleverly sold a "miserable" image, frantically displaying the brand's uniqueness, product R&D capabilities, and the company's sense of responsibility and mission, etc., which created the effect of becoming famous overnight.

There are also brands that interact with consumers by establishing the image of working people, using highly internet-savvy speech to show a slacking and lax work attitude and thrifty consumption habits, thus building a youthful communication context and allowing those working people who surf 5G to find like-minded people, gain a sense of identity, and arouse the public's empathy.

It can be said that the way the brand cleverly penetrated into the young group has also subtly won traffic for the brand and increased user attention, thereby increasing user stickiness.

2. Create social interaction and presence in the media

Some people have captured the hearts of their audiences with a warm and personalized image, while other brands have increased their presence and played with users through more vivid social interactions.

There are many ways for brands to interact. Some brands have long been in popular posts, interacting with users through comments and messages, constantly showing their presence, and establishing two-way communication and positive communication while pleasing users.

The brand, like an idle street kid, went to various popular posts to interact, just like netizens watching popular posts, penetrated into different circles and user groups, and created a strong voice. The continuous interactions gathered together also amplified the communication effect of the brand.

All actions are content, and the interesting and dramatic interactions and messages build a communication space in the most affordable way, effectively weakening the traces of advertising. In the era of social media, young people are the main surfing group, and they like to use interesting, vivid and concise online language to communicate.

Therefore, brands can effectively increase brand voice and favorability by taking advantage of young people's language habits and using interesting online language to communicate with them.

3. Use various methods to attract traffic

In addition, those popular joint marketing cases are also marketing opportunities that many brands do not want to miss. For example, the recent joint event between Luckin Coffee and Moutai’s sauce-flavored latte went viral on the Internet, which aroused collective congratulations from the brands and brought in a wave of traffic.

There are also brands that changed other people's "accidents" into their own marketing "stories" and gained traffic. In the Hua Xizi incident, many brands gathered the public to "team build" for the brand through dramatic plots and interactive gameplay. For example, Fenghua, Huoli 28, Deli and other brands "picked up" a large number of fans during the time when Li Jiaqi lost fans, increased brand exposure, and received overwhelming wealth.

The "domestic product team building" drama has created new highlights and points of criticism, produced a story-telling effect, and successfully captured the hearts of young people, turning a short-term trend into a long-term communication power.

2. What are the characteristics of today’s brand rejuvenation?

It is obvious that the youthfulness of today's brands is mainly reflected in "play", using methods such as playing with scale, playing with scenarios, and playing with content to achieve the goals of wide dissemination range, long dissemination cycle, and interesting dissemination content.

1. Scale:

In the process of brand rejuvenation, it is not just a short-term play. It is often widely disseminated through various channels and platforms to attract a wider audience and achieve large-scale coverage and dissemination through long-term and large-scale dissemination.

2. Contextualization:

In short, situationalization is the brand creating a persona, giving the brand a personalized charm, combining a specific persona with a life scene, and allowing the audience to feel the uniqueness and charm of the brand in a specific situation. For example, the image of McDonald's workers.

3. Content:

Content value plays a miraculous role in the social media era. Brands attract the attention and sharing of the audience by creating interesting, valuable and attractive content. These contents can be in the form of stories, music, videos, pictures, etc., which attract the attention and sharing of the audience through creativity and innovation. At the same time, these contents can also be combined with the characteristics and values ​​of the brand to enhance the brand image and recognition.

Author: Mr. Bingfa

Source: WeChat public account: "Marketing Art of War" (ID: lanhaiyingxiao)