Lao Xiang Ji’s marketing is so advanced!

Because of an accidental "coffee spill", Lao Xiang Ji and Starbucks have a "dream linkage"? What a dreamy Korean drama plot! Recently, Lao Xiang Ji's "touching porcelain" Starbucks marketing on Xiaohongshu has attracted everyone's attention. An unexpected plot has triggered a continuous brand linkage with Starbucks. Let's take a look at what happened. Recommended for friends who are interested in brand marketing.

Nowadays, "involution" is an indisputable fact. In the era of stock competition, if brands want to spread information faster, they need to use more innovative marketing content to attract users and use creativity and creativity to alleviate users' aesthetic fatigue. Only then will they have a chance to stand out in the homogeneous market.

At a time when all kinds of marketing have failed, the story-telling and interesting "bumping marketing" has gradually become a popular marketing method, and there are more and more brands engaging in various forms of "bumping marketing" against each other.

For example, recently, Lao Xiang Ji’s way of copying Starbucks on Xiaohongshu was very clever, with unexpected reversals and an unexpected yet reasonable storyline that made people applaud.

1. Lao Xiang Ji has taken its marketing to a new level

What is the cleverness of this wave of marketing by Lao Xiang Ji and Starbucks? Let’s first sort out the whole incident.

On an ordinary afternoon, Lao Xiang Ji’s Xiaohongshu account posted a note about life, which was about a large-scale rollover (cup) scene. The title of the note was “Starbucks, I’m sorry” , and the text said: After washing dishes in the kitchen of Lao Xiang Ji for the whole morning, I wanted to order a cup of coffee to comfort myself, but I accidentally... @Starbucks, I’m really sorry!!!

It is not difficult to understand that because coffee spilled all over the floor, it caused trouble for Starbucks employees, so there was this "apology letter" from Lao Xiang Ji. The reason for the popularity was not Lao Xiang Ji's apology, but the plot of great joy immediately leading to great sorrow, which seemed to resonate with the public immediately, and the sense of déjà vu of a great injustice immediately emerged in front of people.

The so-called "pick-up" marketing must be a back-and-forth, evenly matched. The ridiculous "apology" of Lao Xiang Ji also made the whole incident particularly eye-catching because of Starbucks' response.

Starbucks responded to Lao Xiangji's note, "It's hot coffee! It's OK if it's not too hot." It was full of warmth and care. The following sentence , "Busy Monday, drink a cup of coffee to relieve yourself from your busyness," seems to describe Lao Xiangji's behavior of buying coffee, but in fact it uses homophonic puns and the public's enthusiasm for sharing life and self-pleasing economy, so that the content that fits the consumption psychology and habits of young people can infect more people.

The interaction between the main characters ignited the enthusiasm of the public. Some people suggested that Lao Xiangji go to Starbucks to wash cups and mop the floor, while others said that coffee spilled on the floor would be more refreshing.

Among the many comments, the most popular one was the call for a joint chicken soup cold brew . It has to be said that when it comes to bamboo shoots, this generation of netizens is still the best.

Just when everyone thought that the "ambiguous feeling" of "reciprocity" had ended, unexpectedly, Lao Xiangji came up with another follow-up and invited the Starbucks girl to drink chicken soup.

If this matter had ended here, the entire marketing would have naturally gained the traffic that the brand had always dreamed of, which was a common operation of touch-and-go marketing. However, this incident had a sequel, the Starbucks lady and the words on the Lao Xiang Ji small card, which once again attracted the attention of the public, and for a while, the "implied" comments made netizens "willingly" like them.

Moreover, Lao Xiang Ji, which is good at marketing, also took the opportunity to "endorse" its own Feixi old hen chicken soup and carried out a highly competitive product promotion for the brand, in order to deepen the public's impression of the brand.

At the same time, netizens were having a lot of fun and began to "encourage" Starbucks and Lao Xiangji to engage in a joint marketing, which caused the public to further speculate about brand marketing. Could this be a signal of a joint marketing between the two major brands?

Although it is still unknown, this extremely "natural" marketing campaign by Hometown Chicken and Starbucks not only showcases the brands' own highly competitive marketing points (Starbucks: the third space; Hometown Chicken: Feixi old hen chicken soup), but also attracts the public's attention to the brands through highly online content. At the same time, the unexpected reversal has aroused more expectations from netizens for the brand, making the entire "touching porcelain" marketing campaign full of climaxes and highlights.

2. What’s so advanced about this wave of fraudulent marketing?

After sorting out the complete set of "untraceable" events, we find that this wave of marketing by Lao Xiang Ji and Starbucks is really advanced and makes people deeply involved. What is so advanced about this wave of marketing?

1. Personalized brand setting leaves room for the public’s imagination

Throughout the entire process, both Starbucks and Lao Xiang Ji adopted anthropomorphic "character" settings that were consistent with the brand's characteristics, leaving room for imagination and making the entire marketing more vivid. For example, when Lao Xiang Ji wrote "Starbucks, I'm Sorry," it successfully aroused people's curiosity. After the public saw the pictures posted by Lao Xiang Ji, some people immediately imagined the scene of coffee pouring out of the cup. When Starbucks "cared" about whether Lao Xiang Ji was scalded, it not only pointed out the temperature of the coffee, but also warmed people's hearts.

At the same time, the personalized character settings not only increase the fun of the entire marketing event, but also cleverly convey the brand's highly competitive product selling points, making the brand-to-brand marketing more creative, adding a sense of reality and warmth to the content, allowing users to form unique memories and increasing brand recognition.

2. Use the plot to drive the story and inject fresh vitality into the brand

In addition to the "character" settings that are in line with the brand's characteristics and cleverly attract users' attention, the plot-based content allows users to enjoy unexpected "surprises."

From the "painful" association of having the Starbucks lady clean up the spilled coffee, to the concern of the Starbucks owner, to taking the card to thank the Starbucks lady, this perfect and deliberate "encounter" is very much like what happens to the male and female protagonists in idol dramas, and is full of story.

Lao Xiang Ji also used this plot to promote the development of the situation. The unexpected plot firmly captured the attention of the public, making people subtly infected by the content and willing to participate in the brand's marketing, helping the brand's marketing products break through the circle. The vivid expression and interesting content also added fresh vitality to the brand.

3. Create a sense of “CP” by touching porcelain to trigger profit conversion

The public disdains fraud, but fraud marketing is deeply loved by brands and users. The reason why this marketing campaign of Home Chicken and Starbucks has received more than 16,000 likes and hot comments from netizens is also due to the personalized setting of the brand, the warm plot and the social expression of the brand, which makes the marketing have a sense of CP.

For users, touch-and-pie marketing means artificial fun, an inevitability in chance, and a high-level marketing method that pleases people. For brands, effective touch-and-pie marketing is a high return at zero cost, a social currency, and even high-quality touch-and-pie marketing can create a sense of CP and let users feel the warmth behind brand marketing, which makes it easier for the public to feel close to and dependent on the brand.

At the same time, the "CP" feeling created by the "touching" is different from the blunt transmission of the brand, but a psychological feeling that naturally arises from the users. Lao Xiangji spilled coffee, and Starbucks' attention made it easy for people to feel the "ambiguity" between the two major brands, achieving a clever bundling between the brands. While deepening the concrete impression of the brand in the minds of consumers, it established a relationship between the brand and the target audience, thereby achieving the ultimate effect of enhancing the value of brand assets and triggering profit conversion.

Author: Mr. Bingfa

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