Recently, the camping season of " Flowers and Teenagers " has exploded rapidly. As of September 1st, the ratings of the "Flowers and Teenagers" camping season program have been rising all the way. The provincial satellite TV is the first on the dual network , Mango TV has a cumulative broadcast volume of exceeding 1.5 billion . "Flowers and Teens" has a total of 1,028 hot searches on the Internet during the camping season, with a cumulative exposure of 5.54 billion + . It proves that this variety show has returned after a five-year absence, and its charm is still undiminished.
can see that the route arrangement of Hua Shao Tuan is to travel around the city by self-driving. The distance is changed from far to near, which is in line with the life of the current young group, and a new form of camping has been added to make short-distance self-driving play tricks. With the program guests and content that are popular with young people and the super popularity on social media, "Flowers and Teens" has also become the object of cooperation between brands.
, as a high-end brand of washing and care, has carried out in-depth cooperation with Libai Royal Products by virtue of its overall title, and fully integrated the concept of a better life advocated by variety show IP, and deeply implanted 's brand concept of pursuing beauty and "clean" life into . In the program, during the hot broadcast of the program, it maximizes the commercial value of IP, leverages the attention of fans, and effectively integrates content + product + sales to create a set of precise "combination punches".
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深挖露营洗衣场景痛点
“花式造"Stalk" seizes the minds of consumers
For a long time, most of the conventional brand naming cooperation is mainly based on interstitial advertisements, but in the cooperation between Libai Royal Pin and "Flowers and Teenagers", the brand has added different dimensions of creative implantation, allowing Liby Royal's brand concept of creating a clean life is more closely related to this slow life variety show.
01 The topic of "stalking" is cleverly implanted to create a character image that fits with 's brand perception of .
This season's flowers and teenagers, with the theme of camping, the main theme of "to discover the beauty within 141 kilometers" , continued the form of self-planning travel, launched a new concept of camping RV. Under the limited conditions of 15 days, the members of the "family" started to discover different experiences during the journey together, and Libai Royal Products was integrated into the whole process with high-frequency and comprehensive implantation, interaction, and stalking Traveling.
has reviewed the entire "Flowers and Teenagers" program, and Liby Royal has a high degree of brand integration. "Fox Sisters and Brothers" watched the hilarious scene of Hua Shao Tuan's commercials and went online, imitating Li Sidani , Han Dongjun flamboyant performances, "You taste! You are fine! The wind that floats over is the ocean of laundry detergent. "Qingxiang" 's lines and imitations are deeply embedded in the audience's mind, Yang Mi Ding Chenxin's funny teaching topic is on the hot search, and it hits the user's topic discussion point accurately.
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and Li Sidani and Han DongjunIn the laundry PK competition, Li Bai Yupin also caught this terrifying scene during the interesting process of the laundry competition, forcing Li Sidani to call "This smell is really fragrant" ! Liby Royal Products skillfully integrates the selling points of products into it, and creates fine-type, step-by-step and wave-roll laundry methods through famous laundry scenes, and adds scene substitution, guest oral broadcasts and other forms to strengthen the connection between Liby Royal Products and the program. It is interesting, and it can deepen the memory point of "cleaner, more fragrant and more supple" of good clothes.
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This seemingly unconscious scene implantation is actually the real consumption scene of most users-clothes are dirty, easy to clean anytime, anywhere, and guests Their situational interpretation can better activate the purchase desire in the user's subconscious mind.
02 The brand information is implanted in the whole scene, subtly deepening the audience's cognition.
In addition to the actual product usage scenarios of the guests during their travels, it can be seen that Liby Royal Products has also set up multiple product display points. Whenever the guests do tasks or raise topics in the program, the screen will appear on the screen. Brands that conform to the current context of the program are implanted in slogan, and the fixed association memory of "slogan + scene" allows the audience to deepen their understanding of the brand and products of Libai Yupin while watching the program immersively, so as to cultivate the consumption habits of the target group the goal of.
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Perhaps, "discovering the beauty within 141 kilometers" is the most suitable way for young people to release pressure. The heated discussion on the entire network from this show is enough to witness the attention of young people to the show. The multi-dimensional implantation of Libai Yupin with topical popularity and communication effect in "Flowers and Teenagers" is essentially to get rid of the traditional title cooperation, and to plant through interesting consumption scenes and high-frequency products in the program. Interact with users by means of entry, mindful slogan copywriting, etc., convey the brand concept of pursuit of beauty and "clean" and better life, and finally form the consumer awareness of "cleaner, more fragrant and supple".
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立白御品刷足“存在感”
强效曝光产品卖点建立品牌口碑
在信息高碎片化时代，除专注节目内In addition to the natural implantation of variety shows, you also need to look beyond the program. With content and topics, you need to communicate with consumers through different media channels, make full use of the related communication of variety show IP, create a wider dialogue scene, and amplify the content outside the program. Brand voice. Libai Yupin has created 's full-platform matrix brand marketing link and gameplay with "Weibo as the core + WeChat, Douyin , Xiaohongshu and other multi-platform resonance" , which is highly tied to the program IP for marketing communication, and High-frequency interaction with consumer groups to detonate the volume of topics.
01 Weibo topics are constantly being searched, and the program IP value is maximized. Taking advantage of the IP momentum and the broadcast of the out-of-the-circle program clips, there was interaction and discussion on the topic on Weibo. Among them, Yang Mi said that Li Sidani Han Dongjun hit it, Yang Mi Ding Chengxin funny teaching, flower less fancy laundry emoji contest, flower less laundry dance is too high and other self-fermenting body care continues to heat up, and the popularity remains high.
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同时，立白御品结合露营与穿搭两大时下热点，发起Weibo topic Huashao summer camping outfit contest, with dozens of lifestyle/fashion KOLs with high fit and real-time fit to show hot spots to release camping outfits.
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Add picture annotations, no more than 140 words (optional) The brand value concept has penetrated into the minds of consumers to establish the product's "cleaner, more fragrant and more supple" selling point, and accumulate brand reputation.
02 Build its own brand IP image and talk to users in a youthful situation.
In addition to topic creation, Liby Royal Pin also built its own brand IP - "Deep Sea Mermaid", which closely tied the brand image to the ocean, and cooperated with Weibo, Xiaohongshu and other self-media platforms to conduct multiple exposures to attract consumers' attention. In the program, the deep-sea mermaid IP is implanted in multiple scenes, and the interaction between the deep-sea mermaid IP and the stars is skillfully integrated into the program by spending less travel, which ensures the smoothness and enjoyment of the program, and also creates a win-win situation of IP image exposure and variety show effect. situation.
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Add picture annotations, no more than 140 words (optional) Widespread dissemination creates a subtle and silent dissemination effect, deepens the audience's memory of the brand's marine attributes, and allows users to subtly accept the brand's "Ocean-style" laundry concept.
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显而易见，立白御品通过多平台的话题The campaign has successfully completed the emotional and value resonance with users, thereby realizing the user's sense of identity with the brand, helping the brand continue to extend the brand value during the broadcast of the program, and build brand reputation.
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Online and offline brand marketing linksThe marketing communication effect of 1+1>2
Objectively speaking, the cooperation between Liby Royal and "Flowers and Teenagers" has obtained a very high volume of communication in the market. However, if the brand wants to establish long-term interaction with target users, a perfect variety show IP cooperation is only the key first step. For this kind of head variety show IP that is highly compatible with the brand, chooses to deeply bundle the program IP to fully open up online marketing communication empowers offline terminal sales, and achieving 1+1 greater than 2 marketing communication effect must be the most sensible choice.
First, use variety show IP to divert e-commerce pages to form a closed marketing loop. The layout of 's sales strategy is also the highlight of this time. When the program is broadcast, the topic pages of Mango TV and Weibo can directly lead to the brand e-commerce platform, and the major e-commerce platform areas also emphasize the title of their variety shows with the theme of the program. According to official statistics, Libai on During the annual member day event, the full-cycle GMV exceeded 1785W, the total GMV during the outbreak period exceeded 589W, and the full-cycle member GMV reached 480W, achieving precise drainage from the content side to the e-commerce sales side.
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to add image comments, no more than 140 words (optional) The highlight clips in the program are deeply rooted in the hearts of the people and cause self-communication, and at the same time, they also serve as a marketing method for Liby Royal Products to link online and offline. With the second creation of Hua Shao Tuan's magical and interesting laundry dance, it calls on all offline shopping guides to revitalize the private domain traffic of shopping guides with the spontaneous dissemination of interesting content, and converts the huge exposure of the brand into real sales. The closed loop of online and offline, marketing and sales.
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to add image comments, no more than 140 words (optional) The content of the publisher's communication, online communication + offline sales are simultaneously exerted, creating a perfect marketing closed loop. It is true that a truly insightful brand can dig deep into the product demand scenario, and through a reasonable and effective marketing layout, maximize the brand's communication power and favorability. Li Bai Yupin clearly knew this.
Conclusion
has become another excellent example of variety show marketing in the industry in the case of Libai Royal and "Flowers and Teens" variety show IP marketing. There are countless fans in this wave of communication, and there are also points worth learning for reference:
From the perspective of value: does in-depth co-creation of creative content according to the compatibility between the brand and variety shows. High-quality variety show IP is a depression of value. For the visionary Liby Royal Pin, Amway communicates with product demand scenarios based on product strength, actively participates in the implantation, and allows the brand and variety show IP to create in-depth co-creation, so as to achieve natural implantation at the same time. Loved by consumers.
From the perspective of communication: gathers social platforms that young people like to achieve accurate communication. In order to achieve precise marketing, Liby Yupin chooses the social platform that young people like, spreads brand content with multiple touch points and high frequency, and quickly expands the brand's voice to achieve strong exposure by revitalizing public domain traffic and precipitating private domain traffic. Helping brands reach more users during this marketing cycle.
From a marketing perspective: has opened up online and offline links, enabling terminal sales. Libai Yupin links the various broadcast ports of variety shows to the e-commerce platform, and makes the outstanding highlights of the guests into hot topics to guide offline shopping guide participation, spread from online to offline, and reach marketing from the middle end of communication Terminal, empowering sales.
In today's booming Internet marketing, consumers are no longer "one-dimensional people", which is different from traditional variety show implantation to create "high above" one-way communication, cleverly entering the user's life, and "playing with consumers". Only when we are together can we build a higher degree of attention and truly make the brand image reach the hearts of consumers. Obviously, Liby Royal, which is a high-end brand, has done it.
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