What is summer? When I think of summer, I think of the warm yet cool light at six or seven in the morning, the scorching sun at noon accompanied by the chirping of cicadas, the refreshing feeling that hits my face when I open the refrigerator, and the orange dusk cooled by the evening breeze. Enter summer on Little Red Book, and you can see photos recording summer memories frame by frame. Young people freeze the beauty in the moment with the sound of the light shutter. They look for trends and imitate them, accelerating the formation and emergence of trends and lifestyles. Therefore, the entry point of "summer" can trigger an upsurge of active sharing among users.
Title: Implanting life scenes to ignite the summer atmosphere
For young people, the beauty of photos is undoubtedly very important. In a summer backlit environment, can the color tone and composition be cleverly matched? After skin resurfacing, how can we retain a more authentic native breathing feeling? Faced with such scene demands, OPPO took the portrait photography selling point of the new Reno8 as an opportunity. Together with Xiaohongshu, we launched the #summeratmosphereimageplanning#. The
project invited Tan Jianci , Shen Yue , Yi Mengling, Yijuan Guyue and other artists who are in line with the summer texture and have a large young audience to jointly create this sharing event that presents the beauty of summer. As popular artists on Little Red Book, Tan Jianci and Shen Yue used vlogs to bring out the summer atmosphere through a day trip. In the scenes of aquariums and amusement parks, they are more relevant to today's young people. The life-like selfie form naturally incorporates brand elements; top bloggers such as Yi Mengling and Yijuan Guyue used real-camera photography to show off their new phones in swimming pools, parks and other scenes full of summer atmosphere. powerful functions. At the same time, the brand is cleverly embedded in the scene sharing and oral broadcasts of celebrities and bloggers, and is intuitively conveyed to the audience through photos and videos.
These summer clips were uploaded to various platforms for discussion by netizens, stimulating their desire to share the beauty. According to the Xiaohongshu website, the #summerfeelingatmosphere project has reached 58 million+ views, and the vlogs of Tan Jianci and Shen Yue have received 6.92W and 1.4W likes respectively. On Weibo, #summeratmospherebringswithfilters# and #aftertanjiansivlog.com#have read more than 25 million times and interacted with more than 12,600 people. Netizens record memories of summer and upload atmospheric photos to various platforms through their mobile phones. In this round of sharing, OPPO, as a recorder of beautiful life, was cleverly and naturally embedded in multiple scenes, and deeply bound the summer atmosphere to the product itself.
Title: Inspire young users to share summer life
#summeratmosphereimage#The project presents an exquisite and stylish summer scenery. The charming style and romantic tones of summer are presented in carefully taken photos one after another, and the color scheme of the new phone, known as "sunset sunset", reflects young people's infinite yearning and enjoyment of life. The powerful photography function of the product is also concretely presented in the hearts of users through summer scenes. The self-developed Mariana® MariSilicon
This project conveys the concept of sharing beauty that Xiaohongshu has always advocated as a living community. Naturally implanting the powerful functions of the product into users' sharing behavior is a scenario-based marketing of "sneaking into the night with the wind, moisturizing things silently", which has driven the public's craze for sharing the beauty of summer.
The desire to share is the highest romanticism . In ordinary and trivial life, capturing the beauty and sharing it is the best response for people to resist boredom and numbness. In "The Little Prince", the fox said to the little prince that when he saw the golden color of the wheat field, he thought of the little prince's hair, so the wheat field had meaning to the fox. For young people, the same is true for sharing the beauty of summer. When those unchanging scenes are recorded with originality, they are separated from ordinary life and have special meaning. This is the best gift for those who love life.
