Faced with a phenomenon-driven node, how should brands create hits and leverage the momentum to break out of the circle?

How can we use the current hot spots and popular IPs to generate a sustainable brand effect and create a hit? How can we use the population and bonus market? From a marketing perspective, this article uses the Spring Festival IP as an example to explain the specific marketing methodology in terms of centralized content, diversified interaction, and rigid demand solutions. It is recommended for those who are interested in brand marketing and IP marketing.

There is a general consensus nowadays that market dividends such as population and traffic have peaked.

But in Mr. Bingfa's opinion, the so-called "bonus peak" only means that the market development has reached the ceiling in the previous stage. As long as you change your perspective and logic, the brand still has plenty of opportunities to grow and stand out.

Take the "node marketing" that marketers are most familiar with. In the past, when doing node marketing, most brands and agents liked to focus on node topics and produce a creative theme that could resonate with consumers. The Spring Festival focused on family reunions, and Valentine's Day spread sweetness and romance.

However, in the current communication environment, brands need to consider not only emotional resonance, but also build a path to quickly integrate fragmented attention . Conversion efficiency is also very important.

Therefore, in reviewing the cases of node marketing, Mr. Bingfa also found that more and more brands have begun to change their "leveraging strategies" - for example, last year, automobile brands such as Arcfox, Roewe, Lincoln, and FAW-Volkswagen joined hands with video concerts to launch a series of event marketing that went beyond the circle, effectively defeating the cross-circle penetration of the brand's mind.

In the recent Spring Festival of the Year of the Rabbit, Jindian and Amul, the exclusive sponsors of the "Vertical Spring Festival Gala" on Video Account, also took this opportunity to achieve a seamless closed loop from exposure to purchase. In the face of increasingly fragmented attention, leveraging the trend of hot nodes is always a proposition that cannot be ignored. Let's take these cases as an example to talk to you about some more efficient strategies.

01 Use more centralized content to occupy the nodes of phenomena

In the current communication environment, the vast majority of communications are circle-based, and the audience that can be reached is very limited.

One reason is that the channels are scattered, and it is difficult to have a centralized channel medium that can reach the whole country.

Second, the public’s attention is becoming more fragmented, and the content they focus on is also very different, making it difficult to focus on it. Even during a phenomenon-like event like the Spring Festival, no matter how creative and popular the brand advertisement is, it can only attract a limited number of people.

To stand out in such an environment, one must focus on "centralized content" , such as the "Spring Festival Gala". Since its establishment in 1983, the Spring Festival Gala has always been a common annual custom and cultural memory for Chinese people around the world, and is the most important "ritual" of the Spring Festival. In order to meet the audience's ever-changing viewing demands, China Central Radio and Television Station tried to launch vertical screen live broadcast on WeChat Video Account last year, providing audiences with a new visual experience and interactive gameplay.

This year, the vertical screen Spring Festival Gala of the Year of the Rabbit has achieved another success, attracting more than 190 million people to watch, making the online "New Year flavor" particularly strong. With the "sense of ceremony" of the exclusive Chinese Spring Festival Gala tickets with unique numbers, the centralized content of the Spring Festival Gala + the national social software such as WeChat have achieved the effect of 1+1>2, concentrating more scattered social traffic and delivering core information in a simpler and more direct way.

If sponsoring the video account "Vertical Spring Festival Gala" is a way for national brands such as Jindian and Amul to maintain their vitality, then Jihu Automobile, which sponsors online concerts such as Cui Jian and Luo Dayou, wants to use the influence of these singers to let more people know and understand themselves.

Although online concerts have become a trend in the past few years, few have been as popular as video account concerts. From Cui Jian, Luo Dayou to Black Panther, singers who have accompanied the youth memories of a generation have returned to the public eye in the form of online concerts, attracting hundreds of millions of attention and dissemination, making countless people sigh "My youth is back".

The concert's sponsor, Arcfox, also sparked heated discussions in the industry due to this crossover and began to be discussed by more people. From these two examples, it can be seen that no matter what stage a brand is in, finding an efficient and core incision is the key to entering the public mind.

02 Use more diversified interactions to create a sense of achievement in the scene

In fact, friends who have watched the video account concert and the vertical channel Spring Festival Gala will find that they did not just move the content from TV to mobile phones.

Instead, based on the traditional stage, the platform has built a "functional infrastructure" to bring more "incremental information" to the audience, effectively enhancing the sense of gain brought by the program to the audience, which also provides more convenience for the brand's information dissemination. Last year, the Spring Festival Gala was broadcast vertically on the video account for the first time in history. It not only recorded the Spring Festival Gala stage from a new perspective, but also brought a variety of unique social gameplays such as interactive grabbing of red envelope covers and likes to exchange tiger spirits in seconds.

This year's Spring Festival Gala not only used 8 cameras, 3D sound + 8K ultra-high definition, but also combined with "WeChat search" to achieve "watch and search" in the video account live broadcast room. For example, in the program "Mantingfang·National Color", the entry "Beautiful Chinese Color" launched simultaneously also allowed more viewers to recognize Weihong, Rouge, Tianshuibi again, and feel the unique charm of Chinese colors.

In the Spring Festival Gala over the years, there are always viewers who will take the initiative to search for certain keywords on WeChat while watching, and many classic quotes and hot topics have been born as a result.

In the gradually improved vertical frequency Spring Festival Gala, these natural and spontaneous behaviors of the audience are also integrated into the live broadcast of the video account, providing exclusive sponsors Jindian and Amul with more opportunities to reach users efficiently.

Video account concerts can provide brands with full-scene, multi-point, and multi-form customized brand exposure from live broadcast corner logos, exclusive live broadcast gifts, to social interactions, allowing brands to form massive and intensive exposure in the same time period, and continuously emphasize the brand's unique genes in an immersive audio-visual feast.

In the past, leveraging on hot nodes basically remained at the stage of "passive attention". People saw and heard it, and basically there was no next step. However, more and more innovative presentation forms and gradually increasing interactive gameplay have made more "leverage" become "events" worth talking about, which can attract people to discuss and revisit "active attention", thus generating deeper user memories.

03 Use more rigid solutions to complete the process from exposure to purchase

The core goal of marketing is to reach users more deeply and extensively at the product level. If a viewer notices an ad but does not learn more about the product or brand and complete the purchase, the traffic is relatively inefficient.

In my opinion, whether it is creating an online concert or moving the Spring Festival Gala to the video account, it is essentially a "one-stop navigation" built around the rigid needs of users. All the links combined together are a one-stop solution. For example, when users want to know the Spring Festival Gala program list, they are often used to searching on WeChat. At this time, "tickets" is a search solution.

When users want to express or browse other people's opinions while watching the Spring Festival Gala, "bullet screen" and "interaction" are the solutions. When users want to learn about a culture or peripheral products after watching a certain program, "transaction jump" is also a solution. Following this logic, we can find that brands should try to change their thinking when leveraging hot nodes.

The first is to use more centralized content to fight against the increasingly fragmented attention.

What is emphasized here is content rather than media. Just like the focus of the Spring Festival Gala layout can be placed on cooperation with video accounts. The core point of this step is to allow more people in more circles to see the brand.

The second is to create more topics for dissemination and encourage more users to actively discuss.

For example, in this year's Spring Festival Gala video live broadcast room exclusively sponsored by Jindian and Amul, the brand also jointly launched lucky bags and red envelope covers with the video account to enhance the experience.

The last step is to turn cognition into action and form a complete closed loop.

Most users need to be guided by clear information and provide solutions based on their habits in order to improve cognitive conversion efficiency.

In conclusion:

In the future, the Internet will inevitably become more fragmented, and it will become more difficult to grab consumers' attention. But because of this, the node traffic that can break through the user's attention threshold will become more scarce and precious, and it is easier to help brands break through in a noisy market environment. However, judging from some recent excellent cases of breaking out of the circle, if you want to successfully break out of the circle in the hot nodes, you need more and newer strategies and media.

The video account that is accelerating the commercialization process actually provides a weather vane for the marketing advancement of many brands. First, the public's requirements for content and experience will become higher and higher, and brands need to pay attention to the deep integration of scenes, people and channels in addition to traffic. Second, with the help of media that are good at integrating resources and have basic advantages, an efficient and complete communication chain can be created to achieve systematic brand communication.

Today, Video Account is accelerating its commercialization process and constantly enriching its content ecology. Perhaps in the next cooperation, we will be able to glimpse more interesting new marketing ideas and find better solutions for node marketing.

Author: Mr. Bingfa

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