Hemingway once said that the greatest regret in life is that a person cannot have youth and the feeling of youth at the same time. When people realize the preciousness of youth, it has often passed away, but fortunately, we can relive our youth in images. This is also the reason

Hemingway once said that the greatest regret in life is that a person cannot have youth and the feeling of youth at the same time. When people realize the preciousness of youth, it has often passed away, but fortunately, we can relive our youth in images. This is also the reason why youth films have always been popular.

At the end of the college entrance examination, the youth film " Weekly Friends " was released. The box office of the film has exceeded 100 million. In the youth stories of Lin Xiangzhi, Xu Youshu, Song Xiaonan, and Jiang Wu, the audience seems to have returned to the high school campus, to that stressful but colorful time.

What makes the audience dream back to their youth is the film's pure and strong sense of youth, and it is also the collective youth resonance built by Taoxiu's marketing behind the scenes.

In recent years, the general promotion rule for youth films is actually memory killing, but in "Weekly Friends", Taoxiu marketing redefined memory killing. It used the official announcement of "Weekly Friends" as a basis, and used classic youth tags such as school uniform white shirts, college entrance examination countdowns, and recess notes to arouse the collective memory of the public, creating the first movie after the Spring Festival to have more than 30 million likes. Official shaking. In this resonance marketing, Taoxiu Marketing has truly found the most precious and touching emotions in youth.

Regarding youth, what we miss is never the labels, but the stories, years and people behind the labels.

Awakening youthful memories

A sense of youth is the most eye-catching label and selling point of "Weekly Friend".

Youth is a word that can resonate without modification, but everyone has their own youth, and people’s memories of youth are colorful and different. Therefore, mining all the classic elements that can evoke people's memories in the word youth is the key to a youth film triggering group memories. This is also the marketing idea of ​​Taoxiu Marketing in "Weekly Friends".

It can be seen that the marketing of "Weekly Friends" before and after its release has been emphasizing the youthfulness of the film. For example, it has successively released Zhao Jinmai Lin Yi Shen Yue school uniform style posters, campus posters, etc. At the same time, in the short video marketing position Douyin , Taoxiu marketing starts from multiple dimensions such as plot content and actors to continuously enhance the youthfulness of the film.

In terms of content, the official website of "Weekly Friends" has been intensively releasing scenes with a youthful atmosphere in the film, such as Lin Xiangzhi, Xu Youshu, Song Xiaonan, and Jiang Wu setting off fireworks on the campus rooftop to celebrate surviving the end of the world. ; Lin Xiangzhi and Xu Jie secretly watched Xu Youshu play basketball in physical education class; Xu Youshu secretly passed notes to Lin Xiangzhi in class after falling in love with her at first sight; for example, the four of them had a dinner together before the college entrance examination and talked about their vision and plans for the future.

Taoxiu’s marketing idea is very clear, that is, to awaken the audience’s memory of youth with the help of campus scenes, white shirts of school uniforms, college entrance examination countdowns, notes between classes and other familiar signs of youth, as well as classic images that represent youth. . Even if "building your own secret base in a corner of the school" and "secretly falling in love with someone" are not everyone's youth memories, the most eye-catching countdown to the college entrance examination in the high school classroom can make everyone dream back to their youth.

The most commonly seen comments under these short videos are "This is what youth should be like" because they are all true. Taoxiu Marketing successfully built the epitome of our shared youth with various short video expressions on the official website of "Weekly Friends".

In the film, Lin Xiangzhi, Xu Youshu, Song Xiaonan, and Jiang Wu work together to create common memories of youth. Outside the film, Taoxiu Marketing takes the audience to find different memories of youth.

In terms of actors, Taoxiu Marketing has been strengthening the compatibility of the four leading actors with youth films.

As long as a movie has the right casting, it is already half successful. The casting of "Weekly Friend" is undoubtedly very successful. The four leading actors, Zhao Jinmai, Lin Yi, Shen Yue and Wang Jiahui, are full of youthfulness. The audience said that where they stood was a youth idol drama, the spring of Yan Gou.What short video marketing needs to do is to strengthen and amplify their sense of youth and youth, so that the audience can find more sense of involvement.

In the video released on the official Douishou of "Friends of the Week", there are some things about the film itself, such as Xu Youshu falling in love with Lin Xiang at first sight, the foursome celebrating Xu Youshu's birthday in a secret base, etc. In these clips, the actors are all youthful and full of youthfulness. Showing vitality; there are also a large number of behind-the-scenes scenes during filming, such as Zhao Jinmai and Lin Yi's primary school-style exchanges, Shen Yue wearing school uniforms to cheer for college entrance examination candidates before the college entrance examination, etc. These also convey the youthful feeling of the actors.

Building group resonance is actually creating awareness for the film, allowing the audience to have a deep understanding of the film's selling points and temperament. This is also Taoxiu Marketing’s approach in the promotion of “The Encoffiant”. At that time, "The Embalmer" successively released a number of healing and warm materials, using the common farewell experience of mankind to trigger discussions among the audience, breaking the outside world's stereotype of "The Embalmer" as having a "heavy tone", and bringing it to a large scale The emotional resonance is upgraded to a value resonance based on the film content, which generates motivation to watch the movie.

This time in "Weekly Friends", Taoxiu Marketing replicated this strategy, showing the film's advantages and characteristics to the outside world to the greatest extent. While stimulating the audience's interest in watching the movie, it also laid the foundation for a deeper group resonance. .

Looking for empathy in the subtleties

The white shirt of the school uniform and the countdown to the college entrance examination may make the audience dream back to their youth in an instant, but they are only the entry points of memory, and the resonance they evoke only remains on the surface. What can truly bring people back to their youth immersively must be the most sincere and touching emotions in the subtleties.

There is a video on the official website of "Weekly Friend" with over a million likes. The video shows the day when the college entrance examination ends in the film: After walking out of the examination room, Xu Youshu took the initiative to hug his mother who was fighting alongside him; Lin Xiangzhi Reluctantly, he turned back and took one last look at the school where he spent his youth; Jiang Wu stood at the school gate, staring blankly at the girl he liked gradually disappearing into the sea of ​​people.

Under this video, netizens who were aroused to share their stories told their own stories. Some people said, "The moment I walked out of the examination room after the college entrance examination, I really couldn't believe that so many years of my youth had ended with an exam." Some people said, "I never saw him anywhere else after that." Someone said, "On the day the college entrance examination ended, I didn't look back when I left. Now every time I pass the school, I can't help but stop and take a few more glances."

The most emotionally appealing clips in the video are combined with the tear-jerking copy of the short video to become a new second creation , and a powerful tool to arouse group resonance. There are many similar videos in the official TikTok video collection of "Weekly Friends" #YourYouthFalledHere, such as a clip of the four protagonists sharing their volunteer directions at a dinner party before the college entrance examination, with the caption "I once thought I would graduate." There’s no end in sight, but in the blink of an eye we’ll go our separate ways.” The copywriting successfully made netizens break their guard.

There is also an impressive video. Xu Youshu drives Xu Jie home and carefully asks Xu Jie for Lin Xiangzhi’s name. The video is very short, but it evokes countless people’s worries about girls and boys. After all, when we were young, we may have paid silent attention to the person we liked and approached cautiously, or we may have tried to muster the courage to express our love.

In fact, Taoxiu Marketing’s goal in this resonant promotion is very clear. It not only allows the audience to see the classic youth-related labels from "Weekly Friends", but also strives to make the audience realize that "Weekly Friends" "Friends" truly understands our youth, understands the perfection and regret in those youths, and understands our unforgettable thoughts when we dream back at midnight.

The official video of "Weekly Friend" shows the memory of youth, forming a subtle but emotionally penetrating announcement point, allowing the audience to truly achieve a deeper emotional resonance with "Weekly Friend".

Youth is more than love

Under the macro promotion point of youth, "Weekly Friends" also has a subdivided promotion point, which is friendship.

Different from most youth films on the market, the friendship element in "Weekly Friends" is very strong: although Xu Youshu and Jiang Wu don't talk about brothers all the time, they always think about each other at critical moments; Lin Xiangzhi and Song Xiaonan, one is quiet and the other is lively, they have very different personalities but they can understand and comfort each other; Xu Youshu and Song Xiaonan fight each other when they meet, and they are even "stumbling blocks" in each other's pursuit of love, but their friendship is also touching.

Faced with the differentiated style of the film, Taoxiu Marketing’s promotions have also become differentiated, with friendship as one of the focuses of promotions. The emotional resonance it arouses in the dimension of friendship is extended outward by the content of the film. . In the short video released by the official website of

, there are many tender moments of the foursome getting along, such as watching fireworks on the rooftop, laughing and yelling in the classroom, making hot pot before graduation, and dancing in the library. These are all in "Friends of the Week" Beautiful moments about friendship. In these videos, the topic # Want to Have Friends of the Same Style for a Week # initiated by Taoxiu Marketing has also aroused heated discussion on Douyin as the video spread. Experts such as Xiaotao Xuejie, Xiaoqingshu, Shiguangli and others have all appeared on Douyin. Share your thoughts on friendship under the topic.

At this time, the official Douyin marketing and talent marketing of "Weekly Friends" began to work together. In addition to Xiaotao Senior Sister, Xiao Love Letter, etc., Douyin experts under Taoxiu Marketing also joined the topic, such as Campus Talent Song Jiaer shared a self-made story related to the film: In the university dormitory, the upright Qianqian always protected Jiaer who suffered a loss for her kindness, but Jiaer failed to realize that the two had a falling out. In the end, Jiaer was raped by Song Xiaonan and Song Jiaer. Lin Xiangzhi was moved by his friendship and mustered up the courage to reconcile with Qianqian.

This kind of true story that happens in youth can actually inspire the audience to think about friendship, stimulate their nostalgia for the friendship in their student days, and thus create a desire to watch the movie.

On the official website of "Weekly Friends", there are many short videos that enhance the audience's perception of the film through "real-life friendship". Some record the tacit understanding between friends while watching the movie in the theater, and some record the audience. Thoughts and memories of friendship after watching the movie. These real-life stories related to friendship are all moving.

In this emotional resonance, what touches people is no longer the broad concept of friendship. These stories really remind the audience of those friends who accompanied them in their youthful years, and perhaps are still walking together now, and of innocence. The touch, pain, and strength brought by friendship over the years.

After the topic of friendship started to ferment, "One Weekly Friends" also became a highly recommended movie by netizens as "the best movie to watch with friends this summer." There are countless people who are friends with Aite in the official TikTok video. Strong social interaction is also constantly pushing "Weekly Friends" to find more target audiences from the perspective of friendship.

In the short video marketing of "The Embalmer", Taoxiu Marketing allowed the market to see the high degree of compatibility between "resonant publicity" and literary films. Now that "Weekly Friends" is released, Taoxiu Marketing has transformed this simple but The emotionally penetrating publicity strategy was reused in the field of youth films, achieving an efficient box office transformation for the film. In the future, we may see the energy of “resonant propaganda” in more genre films.