According to the Baidu index, since the middle of 10, Tmall Double Eleven began to put on topics, including # 10 blink of an eye #, Zanneng set, and Qipa said that the star debater Tmall list was broadcast live (Qipa said that the fifth season was hot, so this move can also be called "hot spot"), which continued to become a hot spot in the Double Eleven, among which #1.
Tmall launched the topic of # Ten Years in a Blink of an Eye on Weibo, inviting celebrities and stars from film and television, culture, sports and other fields to talk about their changes and persistence in the past ten years, in order to echo the slogan-the 10th anniversary of Tmall's "Double Eleven" in 2065438+08-which is just beginning.
The exclusive stories of Jackson Yi, Yifeng Li, Hebe Tien, Andy, White and other stars for ten years have also won fans' support for their love of beans. Under the joint influence of star matrix and social fission, the event was launched for 5 days, attracting nearly 10 million users to participate, and the exposure exceeded 1.5 million copies of its own ten-year comparison. As of press time, the number of # 10 years in a blink of an eye has reached 820 million, and the number of discussions has reached 28.4 million, which shows the influence of the topic.
Coincidentally, last year's Tmall Double Eleven was also warmed up by creating hot topics. At that time, Ma Yun announced on the Weibo that his film "Gong Shou Dao" would be released on the Double Eleven, with Jet Li, Donnie Yen, Jason Wu and other 1 1 action stars as co-stars and a "top" cast, which aroused widespread concern and discussion in the industry at that time.
Why does "Double Eleven" also create a hot topic? There are nothing more than two points behind it, traffic thinking and user transformation.
Traffic Thinking: Where there is concern, there is traffic, so the hot topics in Weibo are very concerned. Everyone is rushing to search for headlines because there is traffic in that place, and traffic is users;
User conversion: when these traffic (users) enter the relevant topic content and form interaction, sign-in, games and other behaviors. They are more likely to press the purchase button to form a transformation, which is the logic behind creating hot topics.
Star matrix effect: the brand recommended by Aidou is of course bought in buy buy.
It can stop the wind and rain, but it can't stop fans from paying for idols. This is the true meaning of "fan economy". This is also why most brands will spend a lot of money to invite celebrities to endorse their brands. They use the fans' good feelings for celebrity beans to induce fans to buy or even buy repeatedly, so as to achieve the purpose of brand appreciation.
It's true. This year, in order to enhance the exposure and marketing influence of Tmall Double Eleven, Ali almost brought the entertainment circle "one pot", from singers to actors, from small fresh meat to strength, to cheer for Tmall Double Eleven.
External publicity: The topic # Ten Years in a Blink of an Eye mentioned earlier is Tmall's first big move, followed by a series of actions-short video highlights of celebrity blessings, and stars such as Zhao, Allen and Zhou Dongyu, as brand spokespersons who settled in Tmall, recorded short videos of blessings before the opening of Tmall's Double Eleven Carnival on 20 18.
Star-making: It's not over yet. There is also the 3rd Tmall Double 1 1 Fashion Festival, with more than 20 fashion stars such as Chris Lee, LAY, Rainie Yang, Zhang Junning and Ming Xi helping out on the spot.
The data shows that in the live broadcast of Tmall Double 1 1 Global Trend Festival, more than1400,000 people participated in interactive praise online, and many new products launched worldwide were sold out on the day of pre-sale. Up to now, its Weibo topic has gained 654.38+0.35 billion readings and 436.5438+0.9 million discussions. This shows that fans attached to the stars themselves are really powerful.