What is creative marketing? Is it an epiphany that "the article is natural and the skillful hand is occasionally obtained"? Or an insatiable whimsy? Actually, it is not! Good marketing content itself can be called big ideas. "Creative marketing" is not a random thinking, but a regular, executable and learnable science, which is also commonly known as "routine". Below, let's take a look at how those brands with deep routines and many ideas use 8 1step to do brand creative marketing.
1. Tsingtao beer &; GQ-Open the National Tide 2.0 Mode
If 20 18 is the first year of the national tide, then 20 19 can be called the great development period of the national tide, which will last until 2020. Has six gods, white rabbit, RIO and other popular brands. Everyone is playing the national tide out of the circle, and Tsingtao Beer, a national time-honored brand, has also used this outlet to create a national tide blockbuster-"Cheers across the Times".
This film is jointly produced by Hua Chenyu, spokesperson of Tsingtao Brewery, and GQ, a top fashion men's magazine. One is an outstanding new generation musician in Chinese music, and the other is one of the best head magazines in fashion. The combination of the two will inevitably collide with different sparks, laying a new foundation for consumers to recognize the brand of Tsingtao Brewery as "young and fashionable".
The content of "Toast to the Times" begins with a can of Tsingtao beer that can start the journey through. When the tab is pulled, the person who started it can cross the movie scene of any era. This operation is very similar to the Moonlight Box in A Chinese Odyssey. In the film, Hua Chenyu wore Tsingtao beer overalls and went through three times: Hong Kong in the 1990s, Hong Kong at the beginning of 2 1 century and Hong Kong in the 20th century. At the end of each story, he set up the action of "cheers" to convey the theme of "cheers across the times"
The idea of the short film comes from three classic movies-Gunfire, Midnight Food Store and blade runner. Each segment perfectly reproduces the scene style of the original film, such as Hong Kong-style, Japanese-style and Cyberpunk, and then innovates with humorous narration. After the short film was first released by Hua Chenyu in Weibo, the reading volume exceeded 200 million in a short time, sweeping the pink circle and fashion circle.
The popularity of this national tide blockbuster not only warmed up Tsingtao Beer 1903 National Tide Tank, but also the Tsingtao Beer fashion tooling and adhesive tape worn by Hua Chenyu in the film began to become the new favorites of stars and fashion bloggers, which set off a retro trend of "Tsingtao Beer Edition" in fashion circles.
In addition, Tsingtao Brewery invited the popular idol whitehairpin to the Shanghai Film Museum on June18 to broadcast Tsingtao Brewery # Cheers to the Era # live. The live interactive content is the theme related to movies, which directly strengthens the connection between Tsingtao Brewery and classic movies and introduces Amway Tsingtao Brewery 1903 National Tide Chamber to consumers.
Stella, an online promotion creative group of 8 1STEP, said: behind the upgrade of Tsingtao Brewery's national tide 2.0, it is not only the leap from brand expression to product expression, but also the rising influence of China brand in the market and culture. At the same time, 8 1step will continue to look forward to the 3.0 and 4.0 gameplay of the national tide with everyone.
2. More grains-give you "grains" with barrage.
According to official statistics, in 20 19 years, users in the region of * * released1411973966 barrage on the platform, which shows that the barrage culture once considered as a niche game has become the mainstream.
The main users of Billie Billie are Generation Z, that is, young people born in 1990-2000, and many grains also target the audience at young consumers. On the eve of Children's Day in 2020, Wugu teamed up with three classic national romance films, Black Cat Sheriff, Huluwa and Qi Tianshengda, to help small livestock with a barrage bottle of "Wugu".
Different from most IP image cans/bottles we have seen in the past, this time, the brand has provided full characters and different story lines for the three major IP bottles, so that consumers can also open their brains through different stories running through different bottles when shopping in scenes, which greatly enriches the interactivity of products. For example, being CEO of a private enterprise, Jade Emperor+Assistant Nezha+Newcomer Sun, the plot is Nezha and Jade Emperor who doesn't like to talk big, Black Cat Sheriff ... and other series of stories.
In poster design, based on market insight, many people in the workplace laugh at themselves as "gregarious animals", so they use this psychology of people in the workplace to tease each other in posters.
At the same time, Gu Duo also re-created the classic image of Guo Man, and launched a short film called "Save Livestock", which made the three heroic images of childhood reappear in our current life scene in a secondary way. When they saw the frustrated barrage of young people, they quickly launched a rescue operation.
Stella, an online promotion creative group of 8 1STEP, said: Wudu completely gave up the marketing of offline channels this time, but focused on BGC content. At the special node of Children's Day on June 1st, he expanded and exerted his strength by choosing the insight that can best hit the pain points of young consumers through the combination boxing of different dimensions, which opened up new ideas for how to form a good closed loop and cycle between creative content and sales channels.
David ogilvy, the godfather of advertising, once said, "Unless your advertisement comes from a big idea, it is like a ship sailing at night, and no one knows it." It can be said that big creativity is the core concept guiding an advertising campaign, which is very important. Every company should also have its own secret weapon to generate big ideas, and the original "8 1step" creative system of 8 1Step has opened the way for creative marketing of many top 500 brands in China.
Text consists of 8 1 step &; Creative first knife authorized release, without permission, it is forbidden to reprint.