01 [From obscurity to becoming the focus of heated discussions]
html On July 28, 24-year-old Chinese player Xie Yu won the third gold medal for the Chinese team in the Olympic Games. Focusing on topics such as winning the championship, gold medals, family, and growth, Xie Yu It quickly became the focus of public opinion at the Olympics that day.Meihua data monitoring found that from the opening of the Paris Olympics on July 26 to the Olympic shooting men's 10-meter air pistol finals on July 27, Xie Yu's total exposure on the Internet was only 25,600. After Xie Yu won the championship on July 28 , Xie Yu’s own exposure volume across the entire network suddenly skyrocketed to 405,900.
Data source: Plum Blossom Data
After Xie Yu won the championship and attention surged, many netizens also shifted part of their focus to "Xie Yu's father's interview video", "Xie Yu talks about his father", "Xie Yu's family environment", etc. In an interview, Xie Yu said, "My father is injured, but he still goes out to do very heavy work. He is not willing to change into new clothes for a year...I am very grateful to him."
Source: Internet
hot comments from netizens It shows that from when Xie Yu won the championship to the interview with Xie Yu’s father, Xie Yu’s family environment and other contents were exposed, netizens focused on Xie Yu’s “winning process”, “bringing glory to the country”, “appearance and temperament” , etc. After Xie Yu's background, family environment and other contents were exposed, netizens' attention turned to , "a family with four walls", "poor children", "father watching the game alone" and so on.
Picture of some netizens’ comments (before the video leaked, picture source: Internet)
Picture of some netizens’ comments (after the video leaked, picture source: Internet)
In addition, through the analysis of hot search content and popularity on social media, Meihua Data found that, From July 26 to August 2, Xie Yu was on the hot search 71 times, with a total popularity lasting for 138 hours, and a total popularity value of more than 432 million.
Data source: Plum Blossom Data
The direction of attention of netizens has changed in the same way. On July 30, the topic "Xie Yu destroyed the whole family with one shot" became a hot search topic. The topics created by various social media increasingly revolved around Xie Yu's father and family environment. The family is surrounded by walls and waiting for to unfold. Hot search topics include:
Topic 1: A family with four walls
Topic 2: Looking for an endorsement for Xie Yu
Topic 3: Father is not invited to watch the game together
Topic 4: Leaving the national team twice
Topic 5: Village Party Secretary’s response
... .............
Hot search topic
It is worth noting that although Xie Yu’s “counterattack” story can be called a “cool” plot, it has been widely spread in some self-media In the process, some details were exaggerated or distorted, and mainstream media promptly took the lead. For example, Upstream News published a special commentary article "Xie Yu won the gold medal and destroyed the family with one shot?" Whose traffic password is not the Olympic champion?” Related topics were on Weibo hot searches.
02 [Why did Xie Yu become popular? ]
Through insightful analysis of hot comments, hot content, hot topics, hot related words related to Xie Yu, Meihua Data believes that the main reason why Olympic champion Xie Yu became so popular is Benefit from:
The traffic and popularity brought by the Olympic champion : As the world's largest sporting event, the Olympic champion naturally becomes the focus. Xie Yu's outstanding performance at the Olympics, coupled with the inspirational story behind it, combined to form a compelling narrative that quickly made him the center of public attention.
Resonance among social classes : Xie Yu’s story has touched many people’s resonance with the traditional value of “a noble son comes from a poor family”.In China, this concept has always been regarded as an inspirational model, representing the possibility of breaking through the limitations of one's origin and achieving a social class jump through personal efforts. Xie Yu's success is seen as a modern interpretation of this value, inspiring public recognition of personal struggle and success.
The amplification effect of media : Social media has powerful information dissemination and amplification capabilities. Xie Yu's story quickly spread in cyberspace through media reports and sharing, forming a social phenomenon that attracted more people's attention and discussion.
National pride: Sports achievements are often associated with national honor and national pride. As an Olympic champion, Xie Yu not only represents personal success, but is also regarded as a symbol of national honor. This national pride further enhances the public's attention to him.
03 [Who do netizens want to be endorsed by Xie Yu? ]
Under the dual aura of "Olympic champion" and "a noble son of a poor family", Xie Yu's story quickly ignited public enthusiasm. A group of creative and enthusiastic netizens were deeply moved by his story and took action to use the power of social media to find and recommend suitable brand endorsement opportunities for Xie Yu. Their voices and ideas spread rapidly in cyberspace, forming a unique online phenomenon.
html On August 1, Douyin netizens launched the “Endorsement Search” activity, and netizens used various methods to “match-match” Xie Yu. Some netizens study the product positioning and market strategies of major brands to accurately match the fit between Xie Yu's image and the brand; some netizens use their personal network resources to actively recommend Xie Yu to brands. What's more, PS technology was used to create composite posters of Xie Yu and various brands, and the event attracted more and more netizens to watch and participate.Meihua data analyzed Douyin's massive data and found that the brands mentioned in netizens' calls include Xiaomi, Yili, Changhong, Shanhua Milk, Huawei, Moutai, Midea, Laoganma, Guizhou Culture and Tourism , etc.
How popular are the above brands? As shown in the figure below:
Data source: Meihua data
It can be seen that netizens have the highest voice for Changhong and Xiaomi brands. They actively @Changhong, @小米, @雷君 and so on. Changhong responded that it hoped to "give an opportunity to send a TV to the world champion."
In addition, brands that have shown strong interest in "Xie Yu brand endorsement" include Midea water heater, Meiling, Mimi shrimp crackers, etc. They use language that is consistent with their respective brands and actively interact in the Douyin comment area.
Faced with the calls from netizens, how can brands use Xie Yu’s championship event to enhance interaction with consumers and enhance brand influence?
Meihua Data believes that one relies on "rapid monitoring and response" and the other relies on "appropriate content marketing". For "quick monitoring and response", brands can use Meihua data hot search tools, monitoring tools, etc. to quickly grasp hot trends and respond quickly; for "moderate content marketing", brands can focus on Xie Yu's growth and training process As well as the moment of winning the championship, create a fascinating story to show his fighting spirit, or you can add appropriate emotional elements to the content marketing interaction, such as Xie Yu’s personal challenges, family support, etc., to touch fans by establishing emotional resonance.
-
-
-
-
-
-
-
-
-
-