"Hello, Sister Art, new fans are here to report~" When the manager of the @ Marumi official flagship store, Sister Art, appeared in the live broadcast room, such greetings floated across the barrage from time to time. Most of the fans' affinity for the Marubi host stems from the Kuaishou short drama "Close to Gemini". In October this year, this sweet love short drama exclusively titled by Marumi was launched on Kuaishou. It received 69,000 likes upon its first broadcast. In the short play, the brand manager Yi Jie appeared in the dual roles of a psychologist and the general manager of Marubi. Her frequent appearances increased fans' new understanding of the brand. During Double Twelve, the creative team of the short drama also visited Marubi's live broadcast room, prompting "short drama fans" to directly transform into "anchor fans" and "brand fans", bringing huge traffic exposure to the brand. "Close to Gemini" named after the Marubi brand used Kuaishou short drama marketing to achieve two-way growth in both volume and sales. Marubi is not the only brand. After short dramas entered the golden age and hits were frequently released, Kuaishou gradually formed a set of mature customized short drama marketing links and explored a variety of IP-derived gameplay to empower the brand in multiple ways. Cass roughly summarized Marubi's short drama marketing path and found that the brand chose a deep linkage strategy of "brand products + brand anchors + dramas". Through product placement, brand host appearances, off-drama linkage, etc., the brand further It extends the scope of influence of Kuaishou short dramas on quality, effect and sales, and achieves an explosion of brand popularity. So, what exactly can the commercialization of short plays bring to brands? How should we view the value of short drama marketing? "Close to Gemini" is a hit, how can the short drama be linked to the live broadcast room? Cooperating with the Kuaishou platform "Close to Gemini" and using short dramas as a new marketing front, Marumi is considering Kuaishou's mature short drama industry chain. As a long-established skin care company, Marumi’s fans in Kuaishou were mostly concentrated in their 30s and 40s. Based on the vision of rejuvenating accounts, Marumi hopes to use short dramas to expand its brand and attract more young consumers. "The consumer group of short dramas is mainly young people. The reach of the audience is relatively high, the effect is relatively stable, and the exposure can be continuously expanded," the person in charge of Marubi Kuaishou introduced to Cass, "We hope that more young consumers will learn about Marubi's skin care concept, so I want to use the influence of short dramas to help the brand break out of the circle." To achieve this goal, Marumi made careful and detailed planning, and finally finalized Gumai Jiahe and Liudu Media with the help of the Kuaishou platform. As a producer, after repeated revisions, the script of "Close to Gemini" was finalized. Overall, this romantic light comedy focuses on the love between the heroine Xiao Hai and the dual personality hero Zhong Yu. As the relationship progresses, the secret behind the dual personality of the hero is gradually revealed. The sweetness of "destined fate + two-way healing" The exciting plot made fans "knock on CP" and constantly urged for updates in the comment area. By the end of the series, "Close to Gemini" had received more than 120 million plays on Kuaishou, and the topic had been played more than 130 million times. Kuaishou short drama "Close to Gemini" In terms of brand marketing, according to the person in charge of Marumi Kuaishou, unlike the traditional hard advertising model that is limited to product placement, Marumi's short drama marketing is not limited to product promotion, but extends to marketing aspects of the link. On the one hand, in order to accurately target the audience of the short drama, Marumi chose an eye cream that is close to young consumer groups as its main product, and designed multiple usage scenarios. Through the interaction between the male and female protagonists, it was naturally integrated into the short drama, making the brand concept constantly touch the audience. reach the audience. On the other hand, it has created a new short drama marketing method of character implantation. Marubi's manager "Art Sister" participated in the filming of "Close to Gemini" as a special participant, and played an important role as "psychiatrist", appearing at key points to promote the development of the plot. Marubi's host Yi Jie participated in "Close to Gemini" and talked about this ingenious design. The person in charge of Marubi Kuaishou's short drama told Cass Data that this is closely related to Marubi's "personalized" live broadcast room featured in Kuaishou. As the manager of Marubi, Art Sister originally intended to create a "domineering president" character. During live broadcasts, she often pampers her fans by giving out benefits, limited-time flash sales, etc. In short dramas, Art Sister's persona also tends to be mature and strong. , which is equivalent to supplementing the original personality and will also increase the user’s memory points. "Kuaishou's family has a strong cultural atmosphere, so the personality charm of the anchor is more important, so we want to build a bridge between the brand and consumers to get closer to consumers." In addition to the linkage within the drama, in order to improve the closed-loop marketing, the short drama will be extended Product, effect and sales influence, on December 10, the short drama creative team also airborne in the Marubi live broadcast room, and the artist was in the same frame again, recommending a variety of Marubi hot products. "CP Airborne" brought a peak in the number of people attending the live broadcast room and the number of people online, and the high-frequency interaction between the short drama master and the host once again pushed the live broadcast atmosphere to a climax. "Haiyu Xingchen" CP airborne in Marubi's live broadcast room. At an important promotion point, the creative team brought the influence of the short play into the live broadcast room, leveraging more natural traffic for Marubi's official live broadcast. Data shows that more than 16% of the live broadcast in the live broadcast room The effective playback users are the viewers of "Close to Gemini". Through continuous product exposure in the short drama, Marumi has also successfully transformed these drama fans into brand fans and anchor fans, improving the brand's 6R crowd assets. During the short drama's hit run, Marubi continued to gain high popularity, with brand searches increasing by 141%, a cumulative increase of over 200,000 followers, and searches for Marubi's little red pen increasing 20 times. In the 116 Heartfelt Shopping Festival, Marubi jumped to 7th place in the beauty brand rankings, and the popularity of the artist continues to rise. In-play + out-play linkage to create a closed marketing loop. Marubi has successfully created a closed-loop marketing loop inside and outside the play through customized short plays. Marubi is not an example that cannot be replicated.

Since 2019, Kuaishou established a small theater, taking the lead in arranging micro-short plays and providing platform operations for short plays. By 2021, it will complete the upgrade from "Xingmang Project" to "Xingmang Short Plays Label". Kuaishou short plays have gradually Entering the golden age, it has developed towards high-quality products and large-scale production, and has created a number of hit works, such as "Remarriage", which is based on the theme of second-marriage families. It has been played 960 million times on the site and is frequently searched on Weibo. "The Princess Is Here", and "Wan Zha Chao Huang", etc. It is not only the content that breaks the circle, but the ecological prosperity of short dramas also paves the way for further commercialization. Earlier, short dramas were favored by brands due to their short cooperation cycle and flexible marketing methods. Now that Kuaishou is integrating the advantages of short drama resources, many brands and platform e-commerce merchants are using Kuaishou short dramas as a marketing channel. A lot of investment. For example, the car brand Jetta collaborated with the urban short drama "Alley", which took the story of a pair of young people stumbling into marriage as the main line, and ultimately received more than 300 million views; as one of the producers of "Close to Gemini" MCN Gumai Jiahe has also received repeated investments from brands such as Alipay and Swisse. When exploring the marketing value of Kuaishou short plays, Cass believes that on the one hand, through the two-pronged approach of "in-play + off-play" linkage and "short video + live broadcast", it is easier for brands to create Kuaishou, from exposure to live broadcast interaction and effect transformation. Short drama marketing closed loop. For example, Vipshop cooperated with Winter Comics on the family short drama "Remarriage". In addition to the brand placement cooperation, during the drama's launch, it also collaborated with the main creators to carry out the IP live broadcast of "Remarriage", bringing the ultra-high stickiness of users of the short drama to Emotions are related to the brand itself, further enhancing the brand's private domain communication value. This live broadcast has a total of 379.9 million views. It can be said that the value of IP is maximized and the brand equity is improved. So far, Vipshop has cooperated with Kuaishou on more than a dozen short dramas. Through Kuaishou short drama marketing, it has effectively reached 530 million potential people. On the other hand, through the performance of brand anchors in dramas, while realizing the in-depth linkage of "brand products + brand anchors + dramas", the short drama characters are used to support the anchors, which not only penetrates the short drama users' awareness of the brand anchors, but also uses high-quality products. Content strengthens the trust relationship between fans and the brand. "Breaking Waves" is also a hit with family themes. The short drama revolves around a full-time mother's balance between family and life. The various difficulties that the heroine Chen Lan encounters on the road to job hunting accurately hit the pain points of housewives, triggering Many women screamed. Sister Ni, the founder of Han Xizhen brand, also participated in the performance of the play. In the comment area of ??the short play, a user left a message: "The idea of ??this drama in which Sister Ni participated is very good. It is in line with the independence and self-improvement of women in the 21st century, who also face family problems." , the embarrassment and helplessness of career dilemmas, support Han Xizhen! "Brand Han Xizhen and Kuaishou short drama "Breaking Waves" At the same time, Kuaishou is also constantly exploring more abundant marketing methods, such as product-side marketing innovation models, and creating post-standard versions of plays. , ar post-plantation and other product innovation models. For example, the car brand Jetta cooperated with the post-label version of the Kuaishou short drama "Hutonger". During the hit period, it aimed at the rising popularity of the drama and immediately reached a cooperation in packaging resources to achieve marketing in the shortest period. In addition, in order to maximize the commercial potential of short drama marketing, Kuaishou will also adapt to different marketing nodes, integrate online and offline multi-dimensional resources, enrich marketing methods, activate fan effects with creative micro-endorsements, etc., to solve brand marketing demands in multiple dimensions. What are Kuaishou’s core strengths in promoting short dramas? "In 2022, whether in terms of the number of customers or marketing popularity, short dramas will double compared to last year. It is expected that the number of customers will usher in explosive growth next year." In the interview, Mao Haifeng, vice president of Kuaishou Magnetic Engine, said. The characteristics of compact plots, strong reversals, and short and fast presentations enable short dramas to capture the attention of users in a short period of time and seize the domestic entertainment market at an extremely fast speed. Data shows that last year, there were only 398 micro-short dramas registered with the State Administration of Radio, Film and Television. As of September this year, the number of micro-short dramas registered has reached 2,792, an alarming growth rate. At the same time, more and more brands have recognized the traffic dividends of short dramas and are actively investing in them. "Last year, the effect of short drama marketing was more obvious for customers, but this year, many brand customers have also invested in short drama marketing, such as OPPO, SAIC Volkswagen, etc." Mao Haifeng said. In addition to the "doubling" in quantity, the types of short drama cooperative brands have also changed. In 2021, the customers who cooperate with Kuaishou short dramas are mainly effect customers; in 2022, more and more domestic and foreign leading brands will join the short drama marketing camp. For example, health and nutrition brand Swisse has reached commercial cooperation with Kuaishou's three short dramas "The Most Dazzling You", "Sweet Relationship" and "Me and Us"; automobile brands SAIC Volkswagen, Dongfeng Honda and Jetta Motors have respectively cooperated with "New Star Arrives" "Dream Journey" and "Alley". Jetta cooperates with Kuaishou in the short drama "Hutonger". As more and more out-of-circle cases occur, cooperative users will penetrate from top brands to more customers. Short dramas will become a very important part of future entertainment marketing. It is worth noting that even in the current era of short dramas on multiple platforms, Kuaishou still has obvious advantages. As the earliest pioneer in developing short drama content in China, Kuaishou has already built a relatively complete short drama ecosystem on the site. In 2022, there will be more than 100 projects with over 100 million views of short dramas on the site, and the total number of plays will exceed 50 billion times. Short dramas have become one of the most active and sticky categories on the entire platform. From the creator level, Kuaishou Short Drama has brought together high-quality short drama creators at home and abroad, and has produced numerous hit dramas.

The latest data from the Kuaishou Photosynthesis Conference shows that in the first half of 2022, the number of creators of Kuaishou short dramas has exceeded 100,000. Many of them grew up in the native soil of Kuaishou, and their works are close to life and more in line with users' needs. Viewing habits. At the user level, Kuaishou users have already developed a strong habit of watching short dramas. It is understood that as of July this year, the daily active users of Kuaishou short dramas have exceeded 260 million, and more than half of these users watch more than ten episodes of short dramas every day. Based on the commercial fertile ground formed by the massive number of users of Kuaishou short dramas, the content of short dramas also shows more eye-catching content marketing value. Compared with the traditional marketing model, the short drama marketing investment cycle is shorter and the placement is more flexible, which is obviously a more cost-effective choice. Coupled with the experience gained from many years of exploration of Kuaishou short dramas, the drama series can be customized according to brand needs and coordinate with the marketing rhythm to achieve the goals of multi-point contact, comprehensive outbreak, and integration of product, effect and sales. The diverse themes of short plays and rich drama series can also serve more industries. In addition to the traditional sweet pet dramas, Kuaishou has also formed a matrix of short dramas on family, suspense, career and other themes to help brands find matching content and maximize publicity effects. "Many brands have formed a regular and large-scale short drama delivery model. At the brand's major marketing node, short drama marketing has become a must-select action. It is foreseeable that the commercial space of short dramas will be increased in 2023. Further expansion." Mao Haifeng said.