IP is very hot nowadays, throughout the entertainment ecology, the boundary between content and commerce is very vague, but the two are important aspects of entertainment marketing, both content and brand are absorbing IP dividend. When the brand meets IP, how to strongly inject entertainment and emotion into the brand to form a brand-new commercial "super IP"?
nowadays IP is very popular. Throughout the entertainment ecology, the boundary between content and commerce is very blurred, but the two are important aspects of entertainment marketing. Both content and brand are absorbing IP dividends. When the brand meets IP, how to strongly inject entertainment and emotion into the brand to form a brand-new commercial "super IP"?
strong >-= Eason Chan joined hands with I Do to refresh entertainment public opinion / strong > in October, Eason Chan released "I Do" single, which refreshed the public opinion in the entertainment circle. Eason Chan, a legend in the Chinese singing world, has brought countless classic love songs to people, and those music have accompanied a generation to spend youth and heal souls. This time he wrote the word "I Do" himself and became a photographer to shoot MV, encouraging young people to discover the beauty of life and love through his own understanding of life and emotions, and behind the scenes push the emotional values that jewelry brand I Do wants to convey.
everyone can find their own shadow and see their own story in it. Coupled with Eason Chan's affectionate and warm interpretation, it is easy to resonate with the audience, ignite a viral spread through word of mouth, and quickly become the focus of hot topics in the entertainment industry.
data show that the song "I Do" has been online for one month and spread 1 billion times, which is regarded as the most warm love song nowadays. The analysis of the reasons can be divided into two points. strong > first of all, based on common emotional values, brand IP+ star IP effect gain. / strong > any viable brand IP conveys its brand values and culture to consumers through figurative brand building. Coca-Cola has been packing the brand keywords "Dream, Happiness" from various angles, so that users can feel "Dream and Happiness" when they look at Coca-Cola products. I Do knows the secret of building a jewelry brand. Brand founder Li Houlin once said that the success of a brand is not because of its size, but because it virtually affects the ideas and thoughts of some people. For ten years, I Do has never competed with others for prices, only pursuing "values and brand concepts". He hopes that "consumers will have a good association when they hear or see the word I Do", which is also the great ideal of the I Do brand. The pursuit of value and cultural identity is the sustenance of consumers' feelings and feelings, which is also the ultimate goal of creating "brand IP".
talking about the original intention of entertainment marketing of the song" I Do "jointly created by I Do and Eason Chan, the relevant person in charge of I Do expressed the hope that this" I Do "love hit will convey more emotional positive energy to people. Eason Chan has been active on the world stage and screen since his debut for more than 20 years. The huge loyal fan group covers many countries at home and abroad, and the fan group has a large age span, so it is a rare star IP with strong potential. The emotional values conveyed by the relationship between Eason Chan and his wife are consistent with the values that the I Do brand wants to convey. At the same time, the age group of Eason Chan fans is also coinciding with the target audience of the I Do brand. The brand IP+ star IP works together to make the two enhance each other and complement each other.
therefore, brand "IP" will bring more value to the brand. "IP" brand can make it break away from a single display platform and obtain more application scenes; brand focus on personality and values can obtain more users and active transformation; through figurative brand products, release more brand connotation and obtain better marketing results.
strong > secondly," emotional "marketing" step by step ", so that you are willing to pay for resonance. / strong >
from a song to "the most unlike Advertising Advertising" in Wechat moments, every step of I Do's marketing is full of "brains". There is no hard implantation of the brand, but the "shadow" of the I Do brand is "everywhere". Although it only expresses feelings and stories through music and MV, it conveys the emotional values of the I Do brand. In the era of IP, consumers are not only concerned about products, they will also pay for the emotional premium brought by all the content systems of commodity links, triggering customers to buy through emotional resonance. brand founder Li Houlin believes that in today's business culture, emotional connections always take place before economic connections, and 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 people in the industry believe, in entertainment marketing, the combination of entertainment activities and product brands can play a complementary role. Relevant brands use "entertainment" activities to enhance brand influence, and "entertainment" activities will also use brands to increase awareness. People in a happy mood, the most likely to accept external influence, the most likely to be influenced, through the "moist as silent" way to achieve marketing goals.
at the same time, there is not only foreshadowing in the content of communication, but also quite a routine in the rhythm of communication.
at the end of September, within hours of the launch of Eason Chan's new song "I Do", single-channel sales exceeded 100000 times; Hong Kong and Taiwan ITunes ranked N0.1; the song accumulated millions of paid downloads. strong > compared with self-talk, fans identify with brand values and create spontaneously. / strong > is the most successful marketing. Long before the song MV was launched, fans began to make their own MV and spread it on the Internet, pushing the topic # Eason I Do# onto the Top list of hot topics on Sina Weibo for many times, occupying the top of the list of hot topics on Sina Weibo for five times, with more than 580 million related Weibo readers. In mid-October, Eason Chan's concert warmed up the official release of "I Do" MV, which once again set off the enthusiasm of loyal fans, and various reproduced versions of MV caused a storm on the Internet. With the help of the hot discussion of public opinion, the I Do brand lifted its mysterious veil to the audience, so that the cooperation of "brand IP+ star IP" has become the "most popular advertisement". Using music as a bridge allows fans to peep into the "inner world" of the brand, thus being moved by the brand's commitment to love under strong resonance. but in many important nodes before the release of MV, I Do has no brand exposure, no brand-led communication, can this be regarded as brand marketing?
at the end of October when Eason Chan's Bird's Nest concert ended, iDodropped another depth bomb on Wechat moments-please" Eason Chan sing I Do for you ". It caused the highest resonance between fans and "I Do". It has set a new high for the interactive data of advertising in Tencent moments in the past three months, with a negative rating of 0 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 the brand I Do.
in the whole transmission cycle, what I Do has done has been a sequential inducement to boost the temperature. Fully arouse suspense before the release of the song, ignite the curiosity and expectation of fans, and lay the groundwork for the subsequent brand explosion. If you look at it again, there is no brand exposure, which is the real brilliance of I Do.
strong >-= phenomenal level entertainment marketing promotes the process of brand "super IP" = / strong > I Do brand advocates the warm expression of good feelings. This time, the creation of phenomenal entertainment marketing is a primary mode to get rid of LOGO and stiff products. Through the perfect fit of the content of entertainment events, arouse the emotional resonance of the public, so as to achieve the effect of the brand "moisturizing everything silently".
side conveys brand concepts and values more concretely through Eason Chan as a superstar IP, and refreshes the brand cognitive image. On the other hand, it forms spontaneous interaction and penetration with the public around the strong entertainment content such as "songs of the same name + MV+ concert". At the same time, it is to explore the deep cultural emotion that "I Do" is born with, and promote the process of building a brand "super IP".
permeates the brand culture into the young group, and the two benefit each other and complement each other. This song makes the god of song become the god of love, and the brand values of I Do have long been sung in the song, deeply rooted in the hearts of the people. what makes the I Do brand IP entertainment marketing unexpectedly good? strong > first of all, the brand name of I Do has its own IP gene since it was born. / strong > I Do easily reminds the audience of "YES,I Do!" This word is bound to appear in the western wedding ceremony, and can be combined with the scene that represents "commitment", "beauty" and "happiness". strong > secondly, the "emotional" positioning and "emotional values" transmission of the I Do brand. / strong > I Do is a product but not just a product. The brand value concept of "hope that 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 higher than the value of the product. strong > third, I Do regards entertainment marketing as the most important marketing strategy since its inception. / strong > grasps the highly consistent characteristics of entertainment marketing and jewelry products in the three levels of "fashion, emotion and artistry". Through the creation of fresh and dynamic content to arouse emotional resonance, and then attract consumers to participate actively, get a relaxed and happy experience, so as to stimulate consumers' memory and good impression of the brand.
Why is the focus of entertainment marketing cheaper to music marketing? Liu ran, head of public relations at Hengxin I Do, said that on the one hand, with the development of the digital music industry and the gradual strengthening of copyright awareness, the output value of the digital paid music industry 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 the daily consumption structure of young people. The combination mode of concert and brand will also create the best way for "Star IP and Brand IP" to interact with audience and users offline to achieve win-win situation. From the perspective of brand, finding the most suitable meeting point between music industry and brand development is not only a very favorable marketing strategy for emotional brands like I Do, but also a strategic action in line with the great ideal of I Do brand. Today, with the serious homogenization of products, it is impossible to capture the hearts of consumers simply by highlighting the characteristics of products and brand image. Taking "emotion" as the core, creating content that can be spread many times in line with brand values, causing consumers to have multi-angle emotional resonance, and then driving the marketing way of active communication is the advanced method of entertainment marketing. According to Liu ran, through ten years of accumulation, Hengxin's entertainment marketing has formed four major sections: film and television marketing, artist marketing, event marketing and music marketing. In the future, entertainment marketing will also focus on "I Do" this key, do more IP innovation.
Edit: vian