Sprite leveraged the Douyin Challenge to gain 7 billion exposures, Di Lieba became the main assist

Today, Yi Meier counted the hot DOU list of Douyin brands from July 22, 2019 to July 28, 2019.

Starting from July, the Douyin brand hot DOU list has been updated. In the original car, mobile phone, and beauty brands, four new lists have been added for luxury goods, food and beverage, household appliances, clothing and shoes. According to the popularity of the brand's video content on Douyin, it is calculated through a multi-dimensional algorithm such as the amount of video publishing, playback, and interaction.

So in the latest issue of the list, what are the characteristics of these newly-added brand lists? The

brand has a blue V vibrato number, which makes it easier to be on the list.

observes that in the Douyin luxury brand hot DOU list, more than 70% of the brands do not have a blue V vibrato number, have applied for corporate blue V certification, and have good operations Most of the brands have entered the TOP 10 list.

takes Swarovski and Burberry as examples. These two luxury brands have been on the TOP 10 list the most in July, and have the following two common characteristics: 1. Have a corporate blue V account 2. Have launched a sticker challenge.

@施华洛世奇

From July 28, Swarovski and brand spokesperson Jiang Shuying will launch a 7-day "Love Duo" Challenge. During the event, users can use Swarovski "Love Duo" custom stickers , Publish the video in the challenge, and the winners will receive a beautiful Qixi brand limited brooch.

enters the "Duo of Love" challenge page and you can see that Swarovski has chosen @原是西门大姐, @蔡兴彤-宸 upcoming cherry, @戴美施, @放扬的心心, @恋与六饼, @我是你管叔, 6 Douyin masters released their first videos to drive other users to participate in the challenge.

It can be seen that, because the sticker is designed to look like a white crown, most of those who choose the "Duo of Love" sticker to participate in the challenge are female users who love to pretend to be beautiful. Currently, the challenge has been played more than 240 million times.

@Burberry

Burberry launched the "Can I buy you burberry" challenge. Users can choose Burberry exclusive stickers to participate in the challenge with interesting gameplay. The challenge has been played more than 1.27 billion times.

enter the "Can I drive you burberry" challenge page, you can see that @周冬雨, @ahua, @麦小兜, @小鹿式女友, 4 vibrato masters used burberry stickers in different ways. Inspired by, other users have also opened up their minds and continue to innovate gameplay to make the video spread more widely. The

brand launches the Douyin Challenge to increase popularity.

In the hot DOU list of food and beverage brands, more than 80% of the brands have the Blue V Douyin number. Different from the high-cold fan of luxury brands, the overall performance of these food and beverage brands is better than that of luxury brands in terms of activity, grounding, and number of fans. At the same time, observing the list, we can find that the official Douyin accounts of most food brands have launched challenges to expand their brand influence. Among the accounts on the list of

, ​​@雪碧’s ranking has risen the most, from 10th at the beginning of the month to the current 2nd place. Sprite’s official Douyin account was completed in one fell swoop by publishing two consecutive challenges with a total of 7 billion views. Counterattack.

Summer Baking Test

From July 10th, @雪碧 launches the "Summer Baking Test" Challenge. Users can take part in the challenge by shooting videos with the designated stickers of "Summer Baking Test" and send gift cards based on the number of likes. , Air-conditioning fan, accompanying cup and other awards.

Currently, the challenge has been played more than 4.05 billion times. It can be seen that, driven by the spokesperson, Di Lieba, everyone, regardless of age or sex, has participated in the challenge and played with the official customized stickers.

Summer Cool Challenge

"Summer Baking Test" Challenge one week after the end, @雪碧 in JulyThe "Summer Cool Challenge" challenge will be launched on the 25th. Users can also participate in the challenge by shooting videos with customized stickers and have the opportunity to win rich prizes.

At present, the number of times the challenge has been played has exceeded 3.12 billion. The officially designated stickers maintain the fun and interesting characteristics of the stickers themselves. The spokespersons Di Lieba, Douyin KOL Seven Crane Lord, Lu Yi, Liu Meng LapMoby Driven by, once again ignited user enthusiasm for participation.

Observing "Summer Baking Test" and "Summer Cool Challenge", we can find that these two challenges with a total of more than 7 billion plays have the following three characteristics.

1. Fun stickers that can be reversed

The "Summer Baking Test" stickers are well versed in the tonality of vibrato videos. Through different special effects before and after, users can complete the visual reversal experience-the first second is dark and earthy, the next Seconds immediately become beautiful and handsome. The fun and good-looking features make users of different ages and genders love this fun sticker and increase their enthusiasm for participating in the challenge.

"Summer Cool Challenge" is not only fun, but also more interactive. Sprite's green bottle pattern can move with human hands, and the dynamic effect of the sticker itself is also fun.

2, stars drive the heat

In the two challenges, Di Lieba took a number of challenge-related videos as the spokesperson. Driven by the high popularity of Reba, more users contacted the challenge through Reba. , To expand the popularity of the challenge.

can see that @Burberry and @施华洛世奇 also used their own brand ambassadors in the challenge, using celebrity popularity to drive more ordinary users to participate in the challenge.

3. The fun level of the stickers affects the number of times the challenge is played.

Comparison of "Duo of Love", "Can I play you burberry", "Summer Baking Test", "Summer Cool Challenge" Challenge, and the effect of the stickers can be compared It is found that the participation threshold and interest of stickers can affect the popularity of the challenge to a certain extent. The more interactive and interesting stickers, the stronger the willingness of users to participate.