A hot drama can bring red-powered actors. When a star is bound to a company, the effect of brand endorsement is quickly highlighted.
In the latest "July 2019 Brand Endorsement Effect List" (hereinafter referred to as "July List") released by Aiman Data, German Braun, endorsed by the popular zodiac war, tops the list, and Xue Zhiqian endorses McGilli. third.
However, what surprised the industry is that Lei Jiayin, who has re-emerged with hit shows, won the fourth place, and his endorsement of Tubatu even surpassed the glory, Cadillac and Mengniu. The Honor 9X series endorsed by Huang Jingyu, the new Cadillac XT6 endorsed by Louis Koo, and Mengniu GO Chang Lactobacillus endorsed by TFBOYS are ranked sixth, seventh and nineteenth on the "July List" respectively.
hot drama brings a thermal effect
According to the content of the list, its statistics are new endorsements. The statistical period is from June 20 to July 20, 2019. The effect of brand endorsements is ranked according to the comprehensive index of each dimension. Brand level, endorsement method, endorsement area, brand popularity after endorsement, brand reputation and artist endorsement effect contribution weighted calculation. Simply put, the closer to 100 the higher the index, the better the celebrity endorsement effect. The endorsement effect index of Xiao Zhan, who ranks first in the
list, is 98.06, and Lei Jiayin's endorsement effect index is 97.72, a difference of 0.34 between the two. The gap between Lei Jiayin and the third place is even more than 0.01.
With the two hit series "Chen Qingling" and "The rest of my life, please advise me" and the latest release of "Zhu Xian I", Xiao Zhan, the "popular king", continued his popularity, and his endorsement brand came out on top Not surprising. Although it is regrettable that it did not enter the top three, the endorsement effect brought by Lei Jiayin quickly won the favor of Tubatu. In contrast, the traditional big names such as Honor, Cadillac and Mengniu, although all the spokespersons are popular and powerful stars, they only rank in the middle or even lower positions of the list.
There is no doubt that Lei Jiayin's endorsement of Tubat Rabbit can achieve such a good result is not unrelated to the July hit drama "The Twelve Hours of Chang'an". As it has become a phenomenon-level drama series that is hotly discussed by the people, the male number one "Zhang Xiaojing" played by Lei Jiayin has numerous fans, and his solid acting skills have regained popularity.
At the time of "Changan" hit, Tubatu also successfully "hand in hand" with Lei Jiayin. On July 11, Tubatu officially announced that it has formally signed a well-known actor Lei Jiayin as its brand spokesperson. With the popularity of the drama and fan enthusiasm, the star effect quickly appeared in the month of signing.
chooses only the right
as endorsements. It can be said that the image spokesperson is the facade of an enterprise and the external image of this enterprise. On the screen and in life, Lei Jiayin maintains the image of a young, motivated and capable actor. This is in harmony with Tubatu’s brand philosophy of working hard and serving users with heart.
Lei Jiayin and Tubatu are in the same line in terms of brand image positioning. Tubatu, born in July 2008, is a well-known domestic Internet home improvement platform. 11 years of down-to-earth cultivation of its own skills, it has grown into the banner of the industry. . As of June 2019, Tubatu platform has gathered more than 100,000 decoration companies and more than 1.1 million designers, covering more than 300 cities in China, and serving more than 31 million users. Related data from
shows that the age group of Lei Jiayin's fans is mostly concentrated in young audiences under the age of 34. This group has the ability to lead the brand, and fans are mostly concentrated in developed areas and have a certain pursuit of quality of life.
These young audiences are at the beginning and rising stage of their careers. House decoration can be said to be their current and future rigid needs. It is precisely because of this that Lei Jiayin's fan base and Tubatu's user base are highly compatible. After
became the image spokesperson of Tubatu, Lei Jiayin not only injected more youthful elements into the corporate brand, but at the same time, the influence of its powerful actors has further gained Tubatu a sense of identity among young people and improved the country. The brand value of Batu.
