Taking advantage of "Fengshen", whose gameplay is more "toxic" among Alipay, Shuyi and Zhihu?

The popularity of the movie "Investiture of the Gods" has set off a market boom, and many brands have taken advantage of the trend. This article reveals the unique marketing strategies of three brands: Alipay, Shuyi Shaoxiancao and Zhihu. This is a wonderful case analysis that is worth reading.

"Fengshen", which is arguably the most invested domestic film to date, has explosive visual effects. In addition, the story itself has a certain audience, the gathering of stars and the blessing of the title of Chinese mythological epic have made the new film a hit on major social media platforms.

Taking advantage of this wave of popularity, many brands have chosen to collaborate with the movie "Fengshen" or cooperate with the actors in the movie, hoping to pass on the popularity of the movie to the brand, achieve a sharp increase in popularity and reputation, and gain more attention for the brand in the involuted market.

1. Taking advantage of the momentum of "Investiture of the Gods", Alipay, Shuyi and Zhihu have a unique strategy

"Investiture of the Gods" has become a hit, how can this hot material "given" to brands be used to achieve miraculous results? Perhaps, we can find the marketing logic of breaking the circle from the brand marketing of Alipay, Shuyi Shaoxiancao, and Zhihu.

1. Alipay: Continue to play with memes and convert actor popularity into brand popularity

Stalk marketing is a common way for brands to play with consumers, but it is not easy to come up with new tricks. In the advertisement shot by Alipay, Fei Xiang was invited to show the capabilities of Alipay's international products through the use of fancy stalks.

The short film focuses on three major life scenarios for consumers: shopping, traveling, and ordering food. It offers "tips and tricks" to foreign friends and demonstrates the capabilities of Alipay products by restoring the frequently used conversations in people's lives: "Do you scan me, or do I scan you?", "Master, I scanned it," and "Do you want to scan this code to order food?", cleverly highlighting the convenient and fast payment attributes of Alipay products in people's lives.

In addition to incorporating memes from consumers’ lives, the content also cleverly incorporates the memes of movie characters such as “Come on, bring…”, how foreign friends become experts on China, the popular saying among young people “Tuition fees (wasted) = learned”, and Alipay product upgrades, using a more interesting marketing approach to deepen the public’s understanding of the product.

2. Shuyi Herbal Jelly: A breakthrough in design, using unique ingenuity to play with consumers

Alipay asked Fei Xiang to shoot an advertisement, which incorporated different "memes" into the content to highlight the fun, while Shuyi Herbal Jelly used a very visually impactful design and suspenseful marketing approach to create a new way of leveraging momentum and design.

In the joint marketing of Shuyi Shaoxiancao and "Fengshen", the logic of "dressing" and "undressing" was used to launch "tearable packaging". After tearing open the image of the dressed character on the packaging, you can see the image of the character taking off his shirt in the movie. He looks thin when dressed and has flesh when undressed, making the whole design more expressive, and consumers are also attracted by the brand's unique marketing approach.

In this way, Shuyi Shaoxiancao has extended the popularity of the movie to users' consumption through its collaboration with "Fengshen". At the same time, the emergence of "tearable packaging" meets consumers' demand for novelty and novelty, and the unique design can bring surprises to consumers, satisfying various emotional values ​​of public demand and realizing the brand and consumers playing together.

3. Zhihu: A new interpretation of Q&A, using the movie "Investiture of the Gods" to popularize knowledge Q&A

Unlike Alipay’s fun-filled memes and Shuyi’s breakthrough design for Herbal Jelly, Zhihu’s attempts to catch the trend are more focused on “depth” and appeal.

Zhihu edited a 10,000-word article titled "Is the Real Chinese God System Really That Chaotic?" written by the answerer "Longcheng Haidong" into a video. Taking the movie "Investiture of the Gods" as the starting point, it helps users "answer questions and resolve doubts" in a funny way, and uses an alternative way to get closer to consumers, increasing the brand's affinity.

With long-term development, "If you have any questions, go to Zhihu" has become a consensus among many people, and Zhihu has successfully attracted users who are curious and eager to learn. As a product attribute clearly defined as a "knowledge Q&A community", Zhihu, based on user attention, interprets the "characteristics" and "effects" of various Chinese gods and Buddhas for the public. On the one hand, it caters to the temple culture that is popular among young people, and on the other hand, it takes advantage of the popularity of "Investiture of the Gods" to deepen the product attributes of Zhihu Q&A community.

2. How to stand out by leveraging popular movie IP?

It is not difficult to see from these three brands that on the surface, the brands are taking advantage of the popular movie IP "Fengshen" to increase the popularity of the brand. In fact, it is the deepening and delivery of the product functions and brand attributes of the brands, and the establishment of the consumer image. How did these brands stand out by taking advantage of the marketing of "Fengshen"?

1. Use youthful context to highlight brand characteristics and increase the spread of content

It is not difficult to see that we can find elements familiar to young people such as meme culture, male beauty marketing, temple culture, etc. in the marketing of different brands, and then use the youthful context to get closer to the young. It can be said that the brand's detailed insight into the preferences and interests of young people and integrating them into marketing have truly achieved the integration of the brand into the young circle. The way brands use the youthful context has naturally become an important tool for brand youth marketing.

Using youthful contexts can help brands integrate with young people. It is also a way for brands to create a more relaxed and pleasant communication atmosphere, highlight brand characteristics/culture/attributes/tonality and product functions, and deepen their brands and functions in a subtle way.

2. Focus on the integration of popular IP, user preferences and brands, and maintain the output of high-quality content

Among so many marketing campaigns that are riding on the trend, why are the marketing campaigns of Zhihu, Shuyi Shaoxiancao, and Zhihu able to stand out? In Mr. Bingfa's opinion, it is because the brands use the method of riding on the trend to ensure the texture and quality of the content itself.

First, brands use a more relaxed way to present advertisements, creating a relaxed and pleasant atmosphere. Whether it is Alipay and Zhihu outputting highly interesting video advertisements, or Shuyi Shaoxiancao linking users' product design, brands use a more relaxed way to stimulate users' excitement, increase the legendary color of the content itself, and create a more pleasant user experience, which naturally makes the communication atmosphere more pleasant and relaxed.

Secondly, it has achieved a high degree of integration of popular movie IP, user preferences and brand characteristics, and the advertising attributes are more hidden. All content is for dissemination. Although users know that it is an advertisement, they still want to explore and even have the urge to spread the content. One of the characteristics is that the content itself uses the expressions that young people like, perfectly integrates popular IP, trendy culture and brand characteristics, and outputs the dissemination content in a brand-specific way. On the one hand, it increases the popularity of the content by taking advantage of hot spots and attracts the attention of consumers; on the other hand, the high-quality content output increases the watchability of the advertisement itself, which invisibly encourages users to further explore the brand advertisement and achieve effective dissemination.

3. Write to the end

In fact, in Mr. Bingfa's opinion, riding on hot topics is just a form of increasing popularity and attractiveness for brand marketing. If you want to achieve limited marketing, you need to achieve a high degree of integration between brand/product and hot topics, and give the content new vitality, which will make the entire content more attractive and spreadable.

Author: Mr. Bingfa

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