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Original title: Launch of the comprehensive generation N “Mars Intelligence Agency” Wanhe Rejuvenation Marketing
[Original de Home Grid HEA del 10 de octubre]Wanhe, who ended their warm camaraderie on “Forget the Restaurant,” recently announced that he will be Mars’ warm ambassador on “Mars Intelligence Agency 5.” At the beginning of the fourth quarter, Wan He once again introduced the “top brand + ace variety show” boxing marketing combination, which sparked great concern in the industry.
“Forgetful Restaurant” focuses on slow variety shows. In the warm tone of the program, Wanhe assumes the social responsibility of the leading kitchen and bathroom brand, and together with the program initiates the call to protect the healthy life of the elderly to the young collective. Of the previous four seasons of “Mars Intelligence Agency” and the first issue of the fifth season, the show itself still focuses more on “entertainment.”
Why did Wanhe like the “Mars Intelligence Agency”? Looking back at Wanhe’s brand marketing ideas in recent years, we can unravel the mystery behind this action.
Traffic + Entertainment connects young people
It can be said that the fifth season of “Mars Intelligence Agency” was all the rage before the broadcast. When the show was being recorded, hot searches for the show began to register frequently on the Weibo topic list. On the day of the filming of the first episode of the show, the related Weibo topic # 薛 之 谦 校园 5 录 ## 薛 之 谦 送 伊能静 生日 # rushed to hot search on Weibo.
This is due to the sequels to the variety show “Sister Riding the Wind and Waves”, which just ended, and the physique of “Mars Intelligence Agency” with its own traffic. It is understood that the “Mars Intelligence Agency” has been loved by netizens since its inception. According to the data, the total number of broadcasts in the four seasons of the festival is 4.8 billion and the total volume of reading of related topics is 11.4 billion. Billions, 46 hot searches on Weibo. The visible IP of “Mars” is hot.
But for Wanhe, the most important program has its own characteristics to attract young people. From the perspective of the format and flow of the program, “Mars Intelligence Agency” moved the discussion form from the “European Senate” to the studio, discussed and deliberated on the essence of big data and sent the “agent from Mars” of the star artist. “Fun check on valuable topics.
The topics discussed on the show are grounded in big data, making it easy for the show to elicit resonance from young netizens. The show’s format and scale of content demonstrate the nature of its online variety show, which has a natural appeal to young netizens.
This is in line with Wanhe’s marketing strategy in recent years – with consumer updates and consumer iterations, Wanhe has been embracing younger marketing methods in recent years to reach young consumers. In 2018, the title of the popular variety show “Singer”, through the accumulated reputation of “Singer” and the traffic of the guests to the show, realized the connection between the brand and the audience, the fans of the stars, and reshaped the image and charm of the brand.
In the first half of this year, Wanhe made frequent appearances on various variety shows, further deepening Wanhe’s impression of young consumers and conducting frequent and direct communication with young consumers.
Warm core under entertainment packaging
As an online variety show, another important feature of “Mars Intelligence Agency” is “down to earth.” The show uses entertainment to discuss issues that directly affect the weaknesses of young audiences. For example, in the first issue of the fifth season, Xue Zhiqian and Yang Di, two variety celebrities, respectively, shone through high-energy pole dance and imitation shows, which contributed to the entertainment and show effect. complete program.
However, outsourcing the entertainment to the “Mars Intelligence Agency” is just a flashy method, and the core of the program remains spreading “values.” Song Binghua, director of the “Mars Intelligence Agency”, mentioned in an interview that the Mars Intelligence Agency is a program with a sense of social responsibility and a younger voice. He said: “We must use the context and language familiar to young people. The attitude first attracts them, and then speaks to them from the heart and with sincerity, so that the promotion of some values is really effective.”
Through Youku’s big data, the show discovers the issues that concern young people, and then through the famous artist’s mouth, it conveys the show’s values, and in laughter it subtly affects the audience. While watching the show, young people may also feel that the show pays attention to them. Therefore, after the broadcast of the festival in the four seasons, the audience still has warm memories of the program.
This keeps Wanhe’s title of “Warm Ambassador of Mars” from being an empty talk, and the show truly conveys Wanhe’s valuable guidance: warm care. Although there are major differences between the “Mars Intelligence Agency” and “Wonderful Flowers” program formats, the core is conveying positive values through entertainment. While Wanhe accompanied Japan and China last year, he also promoted the core concept of “warm fellowship” in the form of “Wonderful Flowers.” Therefore, Wanhe Xiangzhong’s “Mars Intelligence Agency” and Wanhe’s marketing philosophy and brand building are on the same line.
Since the beginning of this year, Wanhe has appeared frequently on various shows, she seems to be attacking more and not concentrating enough, but in fact it often brings a fatal effect. Each program includes caring for a certain type of group, taking the “Mars Intelligence Agency” as an example, through deliberations on issues that concern young people, warmth reaches the hearts of young people. The recently concluded “Forget the Restaurant” continues the style of the first season, focusing on older people with cognitive impairment.
From the masterful “Singer” to the cheerful “Mars Intelligence Agency,” Wanhe has lowered his own stance on marketing, shed the image of traditional kitchen appliance companies, embraced a younger marketing route, and stuck with it. the height of young consumer groups. communicate with. At the same time, he abandoned the industry’s past, the price war + the traditional television commercial marketing model, and discovered a way of youth entertainment marketing in the Internet age.
Facing the kitchen and bathroom industry with aging brands and solidified marketing thinking, Wanhe used entertainment marketing methods to sidestep inherent traditional marketing routines such as price wars and concept marketing in the industry, and successfully activated the “new outlet” for consumer demand in the youth market.
(Home Grid® HEA.CN)
