Emotional brand + superstar, see how entertainment marketing creates commercial super IP

At present, IP is hot. Throughout the entertainment ecology, the boundary between content and business is very vague, but both are important aspects of entertainment marketing. Both content and brand are drawing IP dividends. When the brand meets IP, how to inject entertainment and emotion into the brand strongly to form a brand-new commercial "super IP"?

October, Eason Chan launched the single "I Do" to refresh the public opinion of the entertainment circle. Eason Chan, the legend of the Chinese music world, once brought countless classic love songs to people, and those music also accompanied a generation to spend youth and heal the soul. This time he personally wrote the word "I Do" and incarnated as a photographer to shoot MV, encouraging young people to discover the beauty of life and love through their own understanding of life and emotion, which is behind the emotional values that jewelry brand I Do wants to convey.

Everyone can find their own shadow in it and see their own story. In addition, Eason Chan's affectionate and warm interpretation, it is easy to let the audience resonate, through word-of-mouth ignited the viral spread, for a while quickly became the entertainment circle hot topic focus.

According to some data, the song "I Do" was launched for one month and spread to cover 1 billion people. It was regarded as the love song with the most love temperature at present. Analysis of the reasons behind it can be roughly divided into two points.

First, based on shared emotional values, brand IP+ star IP effect gain.

Any viable brand IP conveys its brand values and culture to consumers through figurative branding. Coca-Cola has been packaging the brand keywords of "dream and happiness" from various angles, so that users can feel "dream and happiness" when they see Coca-Cola products.

I Do knows the secret of shaping jewelry brand. Li Houlin, founder of the brand, once said that the success of a brand is not due to its size, but because it affects some people's ideas and thoughts invisibly. For ten years, I Do has never competed with people for price, only pursuing "values and brand ideas". He hopes that "consumers will have a good association when they hear or see the word I Do," which is also the big ideal of the I Do brand. Pursue value and cultural identity, and convey the sustenance of consumers 'emotions and feelings, which is also the ultimate goal of creating "brand IP".

Talking about the original intention of entertainment marketing of I Do and Eason Chan to create the song "I Do," the relevant person in charge of I Do said that he hoped that this "I Do" love song would transmit more emotional positive energy to people. For more than 20 years, Flare has been active on the world stage and screen. Its huge loyal fan group covers many countries at home and abroad, and its fan group has a large age span. It is a rare star IP with strong potential energy. The emotional values conveyed by the feelings between Eason Chan and his wife are consistent with the values that I Do brand wants to convey. At the same time, the age group of Eason Chan fans is also matching with the target audience of I Do brand. Brand IP+ Star IP jointly play a combination fist to make the two gain each other and complement each other.

Therefore, brand "IP" will bring more value to the brand. "IP" brand can break away from a single display platform and obtain more application scenarios; brand focus personality and values can obtain more users and active transformation; through figurative brand products, release more brand connotation and obtain better marketing effect.

Second,"emotional" marketing "step by step", so that you are willing to pay for resonance.

From a song to WeChat circle of friends "the least advertising", I Do every step of this marketing is full of "scheming". There is no brand hard implantation, but the "shadow" of the I Do brand is "everywhere". Although it only expresses emotions and stories through music and MV, it conveys the emotional values of the I Do brand. In the IP era, consumers pay attention not only to products, but also to the emotional premium brought by all content systems linked to goods, triggering customer purchase behavior through emotional resonance.

Brand founder Li Houlin believes that in today's business culture, emotional connection always occurs before economic connection, when we meet the emotional needs of customers rather than just the needs of products, we create not just a customer, we create a fanatical follower. As many in the industry believe, in entertainment marketing, entertainment activities and product brands combine to play a complementary role. Related brands use "entertainment" campaigns to increase brand influence, and "entertainment" campaigns also use brands to increase awareness. In happy mood, people are most likely to accept external influence, and are most likely to be influenced, and achieve marketing purposes through the way of "moistening such as silence".

At the same time, there are not only foreshadowing in the content of communication, but also quite routine in the rhythm of communication.

At the end of September, Eason Chan's new song "I Do" broke through 100,000 sales times within a few hours of its launch; Hong Kong and Taiwan ITunes sales ranked N0.1; the song accumulated paid downloads reached millions of times.

Compared with self-talk, fans identify with brand values after spontaneous creation, marketing is the most successful place. As early as before the song MV was launched, fans began to make their own MV and spread it on the Internet. The topic of # Eason Chan I Do# was pushed to the Top List of Hot Topics on Sina Weibo for many times, occupying the top of the list of hot topics on Weibo for 5 times, and the number of relevant micro blog readings exceeded 580 million. In the middle of October, Eason Chan concert preheating "I Do" MV officially released, once again set off the popularity of loyal fans, various versions of the MV on the Internet caused a storm spread. With the help of public opinion hot discussion, I Do brand lifted the mysterious veil to the audience, making this "brand IP+ star IP" cooperation become "the most heart-breaking advertisement". Using music as a bridge allows fans to peek into the brand's "inner world" and thus be moved by the brand's dedication to love under strong resonance.

And before the MV release of many important nodes, I Do have no brand exposure, no brand-led communication, this can be regarded as brand marketing?

At the end of October, when Eason Chan's Bird's Nest concert ended, I Do dropped a depth bomb again in WeChat circle of friends_please "Eason Chan sings I Do to you". It triggered the highest emotional resonance between fans and "I Do." It has created a new high in the interactive data of advertising in Tencent circle of friends in the past three months, with 0 negative comments in the whole process. " Describe the warmest emotions in the world in the most ordinary language." This song is not only Eason Chan's confession to his wife, but also the emotional marketing of brand I Do "moistening things silently".

Throughout the propagation cycle, I Do has been doing sequential inducements to boost warming. Before the release of the song, it will fully trigger suspense, ignite the curiosity and expectation of fans, and pave the way for the subsequent brand detonation. So look again, no brand exposure, is I Do real brilliant place.

-== Phenomenon-level entertainment marketing promotes the brand "super IP" process ==-

I Do brand advocates the warm expression of good emotions, this time to create phenomenon-level entertainment marketing, but also to get rid of LOGO, rigid products of the primary model. Through the perfectly matched entertainment event content, arouses the public emotion resonance, thus achieves the brand "moistens the thing silently" the effect.

On the one hand, Eason Chan, as a superstar IP, carried out the transmission of brand concept and values more concretely, refreshing the brand cognitive image; on the other hand, it formed spontaneous interaction and penetration with the public around strong entertainment contents such as "songs of the same name +MV+ concerts". At the same time, it is to tap the deep cultural emotions inherent in "I Do" and promote the process of building brand "super IP".

Infiltrate brand culture into young groups, and the two complement each other. The brand values of I Do, which emerged behind this song, have long been sung in the song and deeply rooted in the hearts of the people.

What makes I Do brand IP entertainment marketing surprisingly good?

First of all, the brand name of I Do has its own IP gene since its birth.

I Do makes it easy for the audience to associate "Yes, I Do!" This is a word that must appear in Western wedding ceremonies and can be combined with scenes representing "promise","beauty" and "happiness".

Secondly, I Do brand "emotion" positioning and "emotional values" transfer.

I Do is a product but not just a product. The brand value concept of "I hope consumers will have a good association when they hear or see the word I Do" can convey the emotional value that includes the value of the product itself and is higher than the product value.

Thirdly, I Do regards entertainment marketing as the most important marketing strategy since its establishment.

It captures the highly consistent characteristics of entertainment marketing and jewelry products in the three levels of "fashion, emotion and artistry". By creating fresh and dynamic content to arouse emotional resonance, and then attract consumers to actively participate in, get a relaxed and happy experience, so as to stimulate consumers 'memory and good feelings for the brand.

It is reported that I Do has participated in the implantation and cooperation of dozens of film and television dramas such as "My Early Girlfriend,""Love,""Let's Get Married," etc. The first jewelry brand Chinese film of the same name "I Want to I Do," created the best model of cooperation between domestic brands and films, and was included as a classic marketing case by Harvard Business School. I Do not only cooperates with film and television content to create many success stories, but also dabbles in concerts. In the first half of this year, the title "I Do to Youth" concert, through the binding of youth love movies and the strongest star lineup, once again output the brand emotional values. According to reports, in the future "I Do Music Grand Plan", more singers will join hands to create brand songs with the same name, and several I Do brand exclusive tour concerts will be held every year.

Why do you focus on music marketing? Hengxin I Do public relations director Liu Ran said, On the one hand, With the development of digital music industry, Copyright awareness gradually strengthened, Digital paid music industry output value is about to enter a new high. On the other hand, with the improvement of people's living standards, watching concerts has also become a major part of young people's daily consumption structure. The combination mode of concert and brand will also create the best way to interact with audience and users offline to obtain win-win results. From the brand point of view, finding the most suitable combination point between music industry and brand development is a very favorable marketing strategy for emotional brands like I Do, and also a strategic action in line with the great ideal of I Do brand.

In today's product homogeneity serious, relying solely on highlighting the characteristics of products and brand image, has not been easy to capture the hearts of consumers. With "emotion" as the core, creating content that can be transmitted many times in line with brand values, triggering consumers to produce multi-angle emotional resonance, and then driving the active communication of marketing methods is the advanced play of entertainment marketing. According to Liu Ran, through ten years of accumulation, Hengxin's entertainment marketing has formed four sections: film and television marketing, artist marketing, event marketing and music marketing. In the future, entertainment marketing will also focus on the key of "I Do" to make more IP innovation.

Editor: Vivian