The circle of friends is like this these days
There are even ways to make money.
Weibo is like this.
So who is this YSL that has been on fire?
The following popular science time: YSL is a famous luxury brand in France, mainly including fashion, skin care products, perfume, bags, glasses and so on. This time it's lipstick series-star series.
Why is this YSL popular on major social media?
First, the big V effect of online celebrities-celebrity effect-
When there is no WeChat, some online celebrities in Weibo like to plant grass in their Weibo (that is, introduce some skin care products and cosmetics) and broadcast live videos on how to make up, thus gaining a large number of loyal female users. Gradually played some lipstick banner, but also won the pursuit of female users, which is the user base.
When this group of online celebrities recommended YSL lipstick collectively, how could this wave of women not be moved? In addition, buying YSL for me is the slogan of loving me, so even male users who want to make their girlfriends happy are flocking to it.
Therefore, these online celebrities V play the role of opinion leaders in social media. Whenever, in that social space, reality or virtuality needs an idea to guide the actions of a group. The popularity of YSL is also regarded as an act of users' pursuit of online celebrity big V.
Second, event marketing+emotional marketing
I think this is a typical event marketing event, and the boy who buys lipstick is defined as loving you. From various online celebrities in Weibo to the circle of friends of WeChat merchants, I will buy you lipstick if I love you.
This marketing technique has also injected emotional marketing. Only when emotions and money are involved, people's restless factors will be ready to move. And YSL happens to have these premises. Coupled with a big wave of watching the excitement, it is not too big for netizens to add fuel to the fire.
The whole incident quickly fermented and became another typical example of social media.
Of course, since YSL became popular. Official channels remain silent. The driving force behind the red-hot event is unknown.