｜Cha Xiaobai
Last week, " Ode to Joy 3" came to an end. The third episode of
still continues the setting of five girls living together on the 22nd floor of Ode to Joy. However, after changing all the cast members, its reputation and popularity have aroused the doubts of many netizens. Currently, on Douban , this The score for this work is only 4.7. The entire IP of
"Ode to Joy" seems to have already fallen into the controversy of the inflection point of word-of-mouth quality. After the first part was broadcast, some people commented that it was "unfinished", and in the second part, it has repeatedly become the object of discussion among netizens because of plot problems.
However, compared with market feedback, the investment enthusiasm of this popular IP is the opposite. Under the foreshadowing of the first part, " Ode to Joy 2" has achieved a splendid record of 51 brand sponsorship. Although the commercialization data of "Ode to Joy 3" is not as strong as that of the second film, it still shows the market the strong monetization power of its IP under the premise that the noon sunshine restrains the number of implants:
is commercial at the end of the third film. In the list of acknowledgements, there are many international brands such as , Dior, , vitality forest, , Jindian and other brands that are keen to sponsor, and BESTORE , Evelyn and other old friends who have appeared in the second part also appeared. among them.
brands that did not even appear in the credits list at the end of the film, such as Haagen-Dazs , Genji Muyu , Meisong Fresh, Bear Electric , etc., also announced "Ode to Joy" by integrating into the plot. The strong attraction of IP to brand owners.
According to Xiaoyu, the price for the placement of Noon Sunshine's episodes is not low. The lowest price of "Ode to Joy 2" for 300-second placement is as high as 3.5 million yuan, and some brand placements are even as high as 8 million yuan. The 300-second implant price of " is good " also ranges from 5 million to 8 million. Although there is no public quotation at present, the implantation price of "Ode to Joy 3" must also maintain a relatively high level.
When "Ode to Joy 3" also triggered a new round of scrutiny on the Internet because of too many implants, the question that deserves the public's attention is why the brand is still keen to spend a huge amount of money when the reputation of the show is cold. Implant "Ode to Joy 3"? Is the public opinion effect actually caused by these implants really good?
took this opportunity, Entertainment Capital (ID: yulezibenlun) reviewed the brand of business thanks at the end of "Ode to Joy 3", and the public opinion data of Weibo and WeChat index during the broadcast. Although they may not reflect the actual sales conversion obtained after the brand is implanted, to a certain extent, they can be used as one of the reference dimensions to help brands understand the changes in public opinion brought about by the drama.
"Ode to Joy 3" brand placement popularity observation enter.
In the business credit list of "Ode to Joy 3", the brands with the highest proportion are clothing brands such as Dior and Evelyn, as well as tea and food brands such as Tims Coffee, Jindian Organic Milk, and Vitality Forest. These two brands The genre is also usually high in other modern dramas. It needs to be emphasized here that Evelyn, , , and Mai Meng are all sub-brands of Evelyn.
Entertainment Capital focused on the WeChat and Weibo index data of 17 brands in the business credit list before the broadcast (8.10), the first day of the broadcast (8.11), and the first day after the end of the episode (8.30). During the broadcast period, the relevant indexes with the highest brand popularity were counted. The specific data are shown in the following table:
From the data in the table, on the first day of the broadcast, the brands with increased popularity data on Weibo and WeChat include BESTORE, POWER FOREST . After the broadcast of all episodes, Jin Dian Organic Milk, 21 Jin Vita, 999 ColdLing and Evely have also gained popularity.
At the same time, the popularity of Weibo of Dior, BESTORE, and vitality forest has increased significantly. On the one hand, this is related to the fact that brand officials are more inclined to announce on Weibo.
On the other hand, these brands are well-known and their audience is mainly young, so it is easier to spark discussions on the public social platform Weibo. The public's discussion points are mainly related to characters and plots. For example, on the Weibo platform, the public's focus on Dior lies in the close fit between its brand and its role. Many netizens said, " Yang Caiyu is so beautiful, she has a very Dior temperament all over her body" "Yang Caiyu wore it inside. A lot of Dior, they look good in clothes."
However, it should be noted that brands such as Jindian Organic Milk and Vitality Forest have other implanted episodes on the air during the broadcast of "Ode to Joy 3", so it is impossible to draw a clear line between their popularity and "Ode to Joy 3". 》 relationship.
can conclude that on the first day of the show, the audience's attention is mainly focused on food products, and these brands are often easier to expose when they are implanted. Clothing, home furnishings and other implants are often used as backgrounds or environments, and the audience has almost no memory points, so it takes a certain amount of time to ferment.
At the same time, the overall drama's effect on the public opinion enthusiasm of tea and food brands is also more obvious. For clothing brands, the audience may not care about the brand origin of the clothes on the actors most of the time. Therefore, except for special categories such as yoga clothes , the popularity of general clothing is not significant.
For household products, there are often very few obvious brands exposed in the episodes, and it is more difficult for the audience to pay attention. And when sales are converted, for such products with high prices, the threshold for audience consumption decisions will be relatively high, and it is difficult to be persuaded by the implantation of a film and television drama.
Judging from the highest growth data of the public opinion index of different brands during the broadcast, the WeChat popularity of Dior, lululemon, Tims Coffee, BESTORE and Shifanli increased the most. The Weibo popularity of Dior, Yuanqi Forest, BESTORE, 21 Jinweita and lululemon has increased significantly.
Among them, the best overall performance is the yoga clothing brand lululemon. In the drama, Li Qixing, played by Wang Anyu, and Fang Zhiheng, played by Yang Caiyu, often go to the gym to exercise, which is the main implantation scene of this brand. Wang Anyu, the same blogger, released this brand-related information, which may be one of the reasons for its popularity.
At the same time, Entertainment Capital has made comprehensive statistics on the time when it has the highest popularity on WeChat and Weibo. Generally speaking, the time when the brand has the highest popularity is concentrated on the time when the episode starts and the episode is about to end.
takes Dior's Baidu popularity data as an example. After the launch of "Ode to Joy 3" on August 11, its popularity ushered in the first wave of small peaks on August 13, and on August 25, when the series was about to end, it ushered in the second wave of peaks.
IP The long-tail has a prominent value, and the video account is
, but regardless of the implantation effect, a phenomenon that cannot be ignored is that while the word of mouth of "Ode to Joy 3" is declining, its commercial implantation is still hot. This is a strong evidence that the long-tail effect of its IP, , is gradually forming and playing a role.
According to the statistics of Detawen's hot words in public opinion, the main hot topics of "Ode to Joy 3" are: "Five Beauty" female group portraits, working hard in the workplace, companionship with girlfriends, and healing power. "Women's value" has become the key for "Ode to Joy 3" to continue the essence of IP.
At the same time, the audience portrait of "Ode to Joy 3" effectively fits with the mainstream audience of the show's values, mainly young women. Moreover, compared with "Ode to Joy 2", the audience of "Ode to Joy 3" is more localized, covering the first-tier to fifth-tier audiences.
Therefore, the episode provides the brand with an implanted scene that fits the characters, and also provides a more vertical audience. For brands whose product portraits match the episode portraits, it is easier to maximize revenue.
In terms of implantation methods, the traditional implantation methods of modern urban dramas are mainly event-based or line implantation through the development of the characters in the play, and exposure in appropriate scenes. This time in "Ode to Joy 3", such implantation is still the mainstream.
is a typical implantation plan of 21 Jinweita. Its product positioning is a multi-nutrient supplement, focusing on product positioning such as "vitamin supplements", "people's livelihood health" and "Chinese parents' favorite gifts", which meet the purchasing needs of working women.
Therefore, in the episode, on the one hand, the hotel manager Zhu Zhe wears pajamas and Yu Chuhui recommends his mother to buy and other plot scenes, combining companionship and situational implantation to strengthen the audience's association with the brand. On the other hand, it also appears on large-scale highway screens, subway OEM advertisements and other scenes, which can meet the needs of basic exposure and hard exposure.
On the publicity channel, the brand official will intercept the episode slices on different channels to cooperate with the publicity. In addition to the traditional Weibo official Weibo and official accounts, short video platforms mainly represented by video accounts are also the main focus of the current brand.
, such as the home design brand Boloni , has a customized implantation scene for the whole house: Fang Zhiheng, a beautiful and mysterious woman in the workplace, and Ye Zhenzhen, an enthusiastic, intellectual, refined and capable "quasi-scientist", designed a modern Nordic style respectively. And the wood color is matched with two different assembly styles of the home. This not only fits the living conditions of Ye Zhenzhen and Fang Zhiheng, and shows the brand's tension in controlling different styles, but also enables the target audience to establish a brand image based on their identification with the characters in the series and their imagination of the working life and other consumer psychology. recognition, forming potential conversions at the levels of follow-up product sales and active platform users.
But more importantly, there is no rigid brand of the brand exposed in the episode, but other characters visit the protagonist's house and express similar lines such as "the color of your home looks good", which arouses the audience's attention to the home Therefore, it is particularly important for the brand to cooperate with the drama for in-depth guidance. Boloni used the video account as one of the main publicity channels, and intercepted relevant clips in the series, focusing on showing the brand's advantages and maintaining the stability of private domain traffic. The maximum forwarding volume of its related content can reach 1400+.
In addition to the series implantation, this "Ode to Joy 3" also derived innovative gameplays such as IP linkage and product co-branding, and carried out global cooperation. While the online concept was implanted, the interaction between the brand and the target audience was truly implemented. to offline. The most typical example of
is the implantation of Canadian coffee brand Tims. In the plot, five girls with distinct personalities first met in a coffee shop, and then Ye Zhenzhen established her own "coffee essence" on the basis of launching a set of "coffee theory". Since its first branch in China is located in Shanghai, these settings are not only in line with the context of the location, but also in line with the characteristics of people in the workplace who like coffee.
More importantly, during the broadcast, it also launched the "Coffee Gas Station" packaging, stickers, coasters, masks and other peripheral products co-branded by Ode to Joy IP. And in 8 Ode to Joy IP theme stores, a marketing campaign was launched, "If you spend more than 30 yuan, post the topic Tims Workplace Coffee Essence to Xiaohongshu, and you can receive a fashionable coffee essence brand".
makes use of the "dream linkage" between the audience and the characters in the drama in real life, on the one hand, it can further expand the traffic entrance of drama promotion, on the other hand, it can further deepen the drama on the basis of bringing direct sales conversion. The concept of "exquisite workplace" has truly established consumers' awareness of the brand. How to change brand marketing habits?
In addition to the implantation effect is different, Implanted scene and publicity channel innovation, behind the brand sponsorship of "Ode to Joy 3" is the change of brand marketing habits and actions. Generally speaking, the implantation behavior and motivation of this drama are mainly divided into three types.
First of all, under the current situation of the cold winter of film and television and the difficult investment promotion, there are still many brands that have implemented the "face brushing" principle in the consistent investment strategy, and obtained brand exposure through the large-scale implantation of comprehensive drama.
, such as Jindian, which is keen on film and television variety implantation, continued to make efforts this year. In addition to "Ode to Joy 3", it sponsored many popular variety shows such as "'s sister " and "'s brother ".
However, nowadays the variety show market is sluggish, coupled with factors such as its uncertain cycle and relatively high quotations, many brands have begun to shift from variety shows to drama series. One of the more typical brands is Yuanqi Forest. This year, its implantation in variety shows has been greatly reduced, but it has bet on many popular dramas such as " Begins ", " Genius Basic Law ", "Police Honor", and even made a lot of netizens shout, "You can't get in the forest without vitality. implantation". For each cooperative drama, its official Weibo will publish a number of Weibo posts about the content of the series, the content of the drama and the actors, etc., to achieve effective linkage with the official Weibo of the drama.
Secondly, compared to the IP of the episode itself, many brands are more inclined to bet on the production or production company.
, such as Boloni Whole House Customization, will facilitate cooperation in "Everything is Good", which is also produced by Noon Sunshine as early as 2020. In the play, Su Mingyu 's villa, Su Mingzhe 's American villa, Su Mingcheng 's two-bedroom decoration, etc. are all customized by Boloni, and the brand also cooperated with Yao Chen.
and clothing brand Evelyn has also appeared in "Noon Production" with high ratings such as ", please close your eyes " and "Ode to Joy". In these film and television implants, the brand can be said to have gained a lot: the heroine Jian Yao in "He Comes, Please Close Your Eyes" has the same style, and has achieved total online sales of nearly 2 million within 2 months. "Ode to Joy 2" even brought 16,000 average daily page views. Excellent conversion feedback allows these brands to gradually strengthen their trust in the company's brand itself and make continuous investment. In addition to
, there are also some brands that are trying the marketing model of drama placement for the first time.
, such as Tims Coffee, previously had a marketing strategy focused on celebrity endorsements and joint promotion. Last year, it officially announced , Yang Yang, and as its brand spokesperson and have cooperated so far. In addition, it has launched cross-border cooperation with Li Ning , Alipay , Fantasy Westward Journey and other fields to hold offline activities. The implantation of "Ode to Joy 3" is a brand-new attempt to expand its marketing scenarios, bringing fashion empowerment and a more cost-effective option.
On the whole, the current episodes are implanted in the market, in addition to the original "resident" players, more and more brands are betting on the value of the production company behind the episodes. And new consumer brands are also actively exploring new windows for modern urban dramas, aiming to develop more scenes and reach sinking users. The strong commercial liquidity will further continue the vitality of the drama IP and promote the emergence of more and more sequels.
