In the past few days, several people have asked me, what do you think of Michelle Bingcheng's Demonic Divine Comedy's popularity on Douyin?
In fact, the biggest feature of this event is that it is simple and simple enough. It is so simple that it removes all the advanced ideas and complex practices of conventional marketing companies, and only retains the elements that are most likely to stimulate the subconscious of human nature.
Because it is simple, and there is a gap on Douyin during this time, everyone is tired of the old Divine Comedy, so Michelle Bingcheng's "You Love Me, I Love You" was successfully filled at once, with luck.
As of the latest data on June 24th, in just a few days - Douyin # Michelle Ice City Theme Song# and #Full Mind is Michelle Ice City Theme Song#, the two topics have 1.35 billion views, #Michelle Bingcheng Club's death scene# was on the hot search TOP1. There are more than 60 million plays related to the Divine Comedy on station B, and several "Super Talks" of Mixue Bingcheng's new songs on Weibo have a total of over 100 million hits, and even Zhihu ranks fourth with 9.24 million.
I will break down this event into the simplest elements: scene, content, empathy, and characters. These points are the core keys to success.
Behind this is not only the explosion law of the brand's use of IP, but also the uniqueness and controversy of H&H's marketing methods.
Below, one by one detailed explanation.
Many post-mortem analyses by Zhuge Liang like to talk about false things first, and attribute success to ideas, values, and spirit. These cannot be said to be wrong, but any false ideas must first rely on real things.
Although I am also an afterthought, the first thing I will look at is the entity, which is the basic environmental element of the event.
I think the primary basis for the success of this event is the tens of thousands of stores in Michelle Ice City. Michelle Ice City now has 15,000 stores in major cities in China, especially in the third and fourth tiers. It is the largest tea chain in China.
Therefore, the first battlefield of the entire marketing event is the 15,000 stores in Michelle Ice City, where the masses and consumers are mobilized, so that the campaign will have a mass base of sufficient magnitude at the beginning, and then use the lever to spread and enlarge. The effect is naturally very large.
The actions of customers at the storefront are the driving force of the whole event
Imagine that 15,000 stores have an average of at least 100 million people buying and passing by every day. As long as 1/10 of them can be mobilized to participate in the communication action, they are 10 million mobilizers. If these 10 million people do Things and communication are repetitive, and their symbolic elements are consistent, and each person can affect 5-10 people on average, which can naturally form a big communication campaign that reaches hundreds of millions of people, which is no less than Any advertising that spends hundreds of millions of dollars in media funds will also contain a large amount of self-propagating content that advertising does not have.
It is said that the company also spent 8 million yuan on Douyin for this purpose (purely heard, not sure), whether it is 8 million or 10 million, this advertising fee is actually just a leverage amplification effect, which is based on the existing huge foundation. on the evacuation. Only in this way can tens of millions of advertising investment reach the effect of billions and billions.
It's that simple. Many big outbreaks are often not from 1 to 10,000, but from 100 to 10,000. From 1 to 10,000 is difficult, and from 100 to 10,000 is telemarketing list not difficult. Big marketing must first find, It's a big enough battlefield.
Therefore, for the explosion of this magical song in Michelle Bingcheng, the combat steps are very clear: 1. Launch from the tens of thousands of small fragmented battlefields that you already have; 2. Use triggerable participatory creative content to get through offline. and online communication; 3. Online communication is slightly guided, and talents are introduced to achieve further amplification and explosion.
The first point here is in the own scene of Michelle Bingcheng, so the scene is the first foundation; the second point is creative content, which encourages customers to act and upload spontaneously through discounts; the third point is the media platform social platform Ad placement and amplification on .
The creative content of point 2 is of course very important, and I will disassemble it in detail in the next section.
There is a saying in communication science, which is called "media is content". From a broader perspective, marketing communication is not just media or content, but product is content and channel is content. In the current Internet era, products and channels have far more and more frequent consumer touchpoints than media advertisements. The more touchpoints, the mor