Brand-led IP content production is a powerful weapon to get rid of pure traffic thinking and cross consumer communication barriers. Brands create super content based on value appeal, which can ignite topic communication and effectively undertake transformation online and offline.
When it comes to content, we will think of articles and short videos from the media, such as corporate micro-media. Then why can't the official micro-media content be effectively transformed? In the dusty information explosion, the content is not all, and a good story is the master. People don't lack content, what they lack is a good story that can cause * * *.
The content can also remind us of a word-traffic, not blindly value-oriented traffic. Can only be lifeless content. For example, the recent "networking" incident of Sean, the top traffic star, caused the negative impact of multi-brand partners due to out-of-control fans and out-of-control traffic, and the traffic business deserves reflection.
The content of IP should be a vital content symbol, which directly hits the depth of the soul and stimulates the fission effect.
Valuable: tangible and sensible brand carrier.
The content of IP is the brand's new energy body, which is based on the re-creation and reproduction of brand value. It does not produce content for the sake of producing content, but serves the brand strategy and cannot put the cart before the horse. IP-based content appeals to brand value and can directly hit consumers' hearts. Both content and form can make consumers interact and experience.
For example, Nippon Paint has built a pop-up shop in the subway station for balcony subdivision products-balcony graffiti scene, and the multi-style interactive scene has caused consumers to take photos and spread again. On-site direct docking of shopping malls and decoration consultants can achieve integrated and efficient transformation.
There is temperature: the softest part of the heart becomes a powerful spreading point.
Before the Spring Festival of 20 19, a video "What is Peggy" was screened online, which was a pre-film propaganda film of "Piggy Peggy's New Year". In the superposition of Spring Festival IP+ Pig Peggy IP, the expectation of going home during the Spring Festival and the reality of next generation communication are exhausted. It can be seen that the more topics that can arouse emotions, the more they can be deeply rooted in people's hearts and stimulate emotional dopamine. How to grasp, enlarge and visualize such communication points has become the key and challenge of IP content production.
Have an attitude: reverse the reversed cognition again.
The content of "unexpected and unreasonable" is often in what everyone has become accustomed to and established. The brand put forward the true colors and viewpoints of "it should be so", which caused strong reflection and * * * shock. Procter & Gamble's brand of women's daily chemical products in Taiwan Province Province has launched an original video communication # What if it's a girl #, challenging the stereotype that the society should be gentle and submissive to girls, and bringing universal topics such as gender equality and gender prejudice to the table.
The content of IP must have attitude and personality, which is also the reason why many American TV dramas are sought after, the darkness and thinking of order in Game of Thrones, the torture of human nature at the end of the world in The Walking Dead and so on.
? Marketing integration needs to realize three-dimensional connection, and realize the release of IP content energy with the support of brand communication path design, communication rhythm control and sales acceptance. The content production of core detonation and fission conduction is a three-dimensional communication war of "one theme, multi-dimensional communication" with the core content of various scenarios and channel development as the core.
1, core detonation: the maximum energy unit generated at one time.
What is the core value of IP content, whether it is to pursue the happy experience of product use or the ultimate experience of consumers, and formulate the theme and form of this communication on the premise of value. For example, the IP content of Pepsi's "Bringing Music Home" for the eighth consecutive Spring Festival can be combined with sports and can cooperate with non-legacy, but the theme of happiness is given by brand genes.
The Content Production Mechanism of "Brand +KOL+ Platform"
With the rise of individuals, stratification and experience become the consumption trend, and the content production mechanism of "brand +KOL+ platform" becomes possible, which is also the embodiment of brand building.
The book "tipping point" mentions three factors that create popularity, namely, adhesion factor, key person effect and environmental power. The value of a brand lies in its adhesion. Brands need to go to the stage to lead the production and design of content, unite with a third-party media platform with environmental power, recruit and join seed users to participate in the interaction, and then the participating seed users will realize the secondary communication, and the platform will implement the environmental power of communication to form the detonation of content.
For example, a liquor brand appeals for the ultimate quality experience, launches the IP communication war of "Experience Officer Creation Camp", openly recruits experience officers in conjunction with third-party media, and designs in-depth experience tours, wine tasting tours and mini-wine tasting officer training. Formulate a competitive selection system for experience officers and an incentive mechanism for award-winning experience officers.
The focus is on promoting communication. The whole process is spread from the media, media alliances and third-party platforms. If possible, you can cooperate with the video platform to make a "reality show" program. IP-based content can also connect online and offline sales terminals and promote sales transformation.
2. Fission conduction: Pluralistic development and connectivity empowerment
In order to realize the transformation of sales, "one theme, multi-dimensional communication" empowers sales with IP content, develops consumer connection point content at product end, scene end and promotion end, and realizes sales transformation with multi-level communication.
The product side empowers the label value. Products are the most direct media, and the undertaking of theme activities can directly make consumers feel the value of brands and the significance of identity labels, which can be undertaken through "tagged" symbols and customized products.
Coca-Cola's expression bottle and Jiang's quotation bottle are concrete manifestations. Nongfu Spring cooperated with Netease Cloud Music to print 300 emotional messages from users on 400 million bottles of labels, which narrowed the distance with consumers. On the other hand, under the theme activities, customized products can be developed for seed users and KOL in a flexible production mode, so as to realize consumption labeling and sense of value.
The scene side empowers the consumer experience. Scenes can give consumers a fuller sense of experience. The scenes in the main content can be transplanted to offline pop-up shop and experience stores, which can achieve experience coverage for a wider audience. Taking "Experience Officer's Creation Camp" as an example, we can copy liquor tasting methods and liquor knowledge to offline hotels to create a small real creation camp, and we can also invite experience officers to participate in offline tasting meetings to achieve deeper interaction.
The promotion end empowers sales transformation. Online and offline sales ports are provided with different diversion and promotion forms. Online for the official social media and community platforms, the "head+waist+legs" diversion promotion; Promote the same theme offline, and explore online social media and communities with interactive experience terminals as platforms and routers. In addition to the corresponding exploratory purchase, limited time promotion and other activities, we also designed interactive experience activities related to the theme.
Coca-Cola has invested in expression bottles for more than ten years, which is not only a temporary move to cater to young people, but also a strategic move based on brand rejuvenation. Among them, various forms such as "customized birthday" clothes and joint IP have been interpreted. The IP content of Pepsi's Spring Festival file has been "bringing music home" for eight years.
Fixed investment is a kind of thinking in investment. Long-term fixed investment and directional investment in a certain target balance the rise and fall of the intermediate unit price. IP-based content production should not be short-term and arbitrary. It is necessary to establish a long-term mechanism with a fixed investment attitude. Long-term fixed investment can produce compound interest effect.
The content of IP is not only a specific form of expression such as articles and videos, but also a vital marketing energy body. It is the adhesive for marketing collaboration and three-dimensional connection. How to create high-energy super content? How does super content detonate and fission conduct? And become that key and challenge of brand integration communication war. IP-based content production needs fixed investment thinking, and orientation, timing and quota will plant the power of compound interest.