Today, celebrity is no longer a profession, but synonymous with "traffic", traffic is naturally inseparable from advertising.
celebrity endorsements, fans buy it, the brand's influence and sales have also gone up, it was originally a happy thing for all three parties, but things are obviously not the development trend.
Ordinary people choose products based on star effect and big data sales, but why the products are not convincing? The repurchase rate is pitiful. Moreover, in recent years, celebrity endorsements have often been criticized, exactly what went wrong. Behind the huge data sales of
is the "bubble economy."
It turns out that there are fan groups behind the stars, and these fan groups are not accessible to ordinary fans. Many of them are senior fans, usually thousands of people. When idols endorse new products, the staff will throw in the purchase link and tell everyone that there is no upper limit on the amount of purchase tasks. After buying the
fan, send the screenshot of the payment to the staff, and the staff will call the money to the fans, and then the product will be used by the fans. For fans, make another wave of Amway on Weibo for these products, and let the fans in the data group scan another wave of data. In this way, the sales of celebrity endorsements will go up and word of mouth will also be made. Many people will ask, don’t advertisers know? Advertisers must know, even everyone knows it well, but the "traffic effect" and "data word-of-mouth" behind the celebrities have already made a lot of money for brand owners.
Many advertisers do not ask for a repurchase rate, boasting: The Chinese have a population of nearly 1.4 billion. Everyone buys one and we make a profit. The "star endorsements" of the vicious circle of
have spawned too much speculation. Wherever there are people, there are rivers and lakes. Where there are interests, there will be speculation. The celebrity effect + traffic exposure has enabled some brand owners to smell business opportunities and instead of focusing on the quality and upgrading of their own products, they invest all their money in advertising.
took the little yellow car we are most familiar with. It was popular in 2017, but in 2019, it was delisted in a hurry, leaving a bottom of the account. So far, most of the deposit has not been refunded.
Let’s take a look at the history of the small yellow car:
was released on March 9, 2017, the first generation ofo curve.
In April, signed Lu Han as the riding ambassador of the little yellow car, and thousands of fans called for the little yellow car.
On May 3, the little yellow car won the 100th city.
's rapid expansion, unrestrained advertising, celebrity endorsements, big-name cross-border cooperation, all the money is invested in advertising, what is the final fate?
June 2018, some users responded to the small yellow car deposit Can't retreat.
In April 2019, the small yellow car has completely withdrawn from people's sight.
, the high-profile yellow car, has cooperated with all parties and quickly expanded to the whole country, but it has not been two years, it has hastily ended. If the small yellow car can put more effort into the upgrading of product quality and manage itself The adjustment of layers will not be the end of the negative teaching materials.
celebrity endorsements need to be cautious. Everyone praises
. If you say that the little yellow car is just your own product and not on the trip, then some celebrities really hate the endorsement regardless of product quality and safety.
In 2007, the "Tibetan Secret Pai Camellia" advertisement endorsed by cross talk actor Guo Degang was filed for investigation on suspicion of false propaganda;
In 2010, Jackie Chan's two shampoos were qualitatively falsely propagated by the State Food and Drug Administration;
in 2015, the artist small The Crest double-effect dazzling white toothpaste endorsed by S was identified by the Shanghai Municipal Administration for Industry and Commerce and constituted false advertising. Crest’s company was fined 6.03 million yuan.
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is just like that in Youku's recent comedy movie "The Universe Bracelet", there is such an idol actor. He is obviously an eunuch, but he learns from others to pretend to be an idol, and even endorses the male product "Western God Oil". In addition to the practical significance of pointing out the current disadvantages, the comedy effect of the film is also commendable, and it is very worth watching!
film "The Universe Bracelet" is produced by Beijing Zhongyan Media Co., Ltd., Henan Huanyu Vision Film and Television Production Co., Ltd., and Henan Entertainer Film and Television Co., Ltd., Shanxi Huilong Temple Cultural Exchange Center, Henan Youth Film and Television Culture Media Co., Ltd., Ningbo Shengshi Film and Television Culture Media Co., Ltd., Henan Vision Culture Media Co., Ltd. jointly produced. JoeProduced by Yujie, the producers are Guo Dongliang, Wu Shuang, Wei Jinhai, Li Hongjun, Chen Xiongying, Guo Yongtao, Hu Jie. The film is directed by Wu Shuang, starring Yao Luoming and Pi Yijia, and the powerful mainland actors Yang Huangyin, Li Jiafan, and Wang Yihuan starred together.
Want to see how the eunuch turns into an idol actor to snatch the universe bracelet? Go to Youku to find out!
