variety show has always been one of the home markets of brand marketing, and most of the top variety show IPs are a must-fight place for brands from all walks of life.
But top trends do not represent panacea, and brands may not necessarily get what they want in the overwhelming variety show bombardment.
The old-fashioned top variety show "Extreme Challenge 8" that just concluded not long ago has delivered a still explosive report card - the first variety show ratings in the third quarter of 2022, the first ratings of satellite TV variety shows in the same period, the total exposure of the whole season was 2.08 billion, and the cumulative video playback volume of the entire network was 1.69 billion; and it has created as many as 1,250 hot searches on the entire network, ranking top 1 on the Weibo variety show hot list, among which # Yang Chaoyue camping rolls to a new height# has become a hot topic on the entire network.
This seems to be reasonable, but surprisingly, among the many popular topics generated by "Extreme Challenge 8", in addition to #Extreme Challenge All-Staff Racing Driver#, #Hundred-Time Elderly Wang Xun # and other native content, the program designated home decoration and home furnishing platform - "Zhu Xiaobang " The unique alternative participation has also attracted the attention of the Internet.
How to quickly establish cognition and open up the market with the help of variety show marketing is a common problem faced by almost all new brands. As a one-stop home home decoration platform - Zhu Xiaobang has tried basic marketing methods in popular variety shows such as "Hifangpai" and " Youth Travel ". This time, we work with "Extreme Challenge 8", how can Zhu Xiaobang come up with new tricks?
Can play and dare to play
Variety show marketing can only play big creative
"Outdoor variety show + one-stop home decoration platform" This special combination once it is produced, it means that Zhu Xiaobang needs to challenge a series of S-level marketing problems - it must not only be integrated with the variety show itself, but also make the audience deeply impressed by the brand. In addition, there are strict conditions for variety shows cooperation. If you want to play tricks, the " Brainstorm " about marketing strategies is indispensable.
In the first marketing cooperation, Zuo Xiaobang chose the "traditional routine" that most brands have tried - fancy oral broadcast, pre-buried product information in the program game link, and intuitively displays the APP interface and the specific functional highlights in it through the setting of "celebrity guests solve home decoration problems for game characters to obtain task clues". Although this method of restoring the product to the story scene will not make any mistakes, it will inevitably cause the audience to be aesthetically tired if it is only repeated at the level of "explanation".
Scientific research has found that the brain is accustomed to storing memories in units of space, and a room is a memory storage unit. This means that Zu Xiaobang must independently create unique scenes in open variety shows to allow the audience to effectively "storage brand memories".
For this reason, in the second marketing cooperation, Zuo Xiaobang made a topic essay for the program itself, and integrated daily home scenes according to local conditions under different program themes, and used the content as the source to establish an emotional bond with the audience. During the 5th issue of the Extreme Challenge Camping Tour, Zu Xiaobang created a camping resting place as comfortable as home for a group of artists; they joined hands with well-known local designers to complete design, product selection and on-site transformation in less than 12 hours, turning ordinary tents into a "wild paradise" that combines aesthetics and comfort. After the program was broadcast, it immediately sparked the hot discussion of #Yang Chaoyue camping to a new height#. Zhu Xiaobang also simultaneously launched on the Internet. and started the hot topic of #Not afraid of decoration challenges#, which inspired netizens to share the pitfalls that have been stepped on in decoration and the solutions obtained through Zhu Xiaobang.
On the other hand, Zhu Xiaobang launched several activities in the APP: "Not afraid of decoration challenges" and "Fourth Anniversary Super Host" , so as to effectively cover the fan group of variety shows and target groups, and achieve the same frequency of brand breaking the circle through cross-circle topics, which also enables the brand's variety show marketing cooperation content to chat, watch, interact and share. While binding the program inside and outside, inside and outside the product side for in-depth linkage, it has achieved double growth in the scale effect and precision effect of crowd coverage.
△ (before transformation vs after transformation)
In the later stage of the program, Zhu Xiaobang took the initiative to carry out an "extreme challenge" for decoration. In the context of the complex recording of variety shows, he insisted on transforming and upgrading the "container" theme scene.
This time, Zu Xiaobang joined hands with "Pan Yue Design Office" The founder of Pan Yue is also a well-known designer. Based on Yang Chaoyue's needs, he tailored a "Super-aware living room" ; the container outer box was built in a factory hundreds of kilometers away, and transported it to the recording site overnight for soft decoration renovation, realizing the airborne of the container living scene, and also achieving marketing cooperation innovations that have almost never been operated by brands in previous variety shows.
This transformation not only won the recognition of "owner" Yang Chaoyue , but also allowed the audience to intuitively see more possibilities of "living a good home easily". Designer Pan Yue said: "The main inspiration of the space comes from Yang Chaoyue's ideas. In the plan, it combines the idea of the dream home of girls born in the 1990s, and a space layout of one bedroom, one living and one kitchen was planned in a small concentrated box. The color inspiration mainly comes from the logo color of Zu Xiaobang, the fresh blue and bright yellow, as the embellishment of soft decoration, which adds a vivid atmosphere in the entire gray and white space." .
From fancy oral broadcasting, to camping innovation, and then to container modification challenges, Zu Xiaobang not only knows how to play and dares to play, but also takes celebrities and netizens to experience "easy and good home" together in the show. Let the original static scene display evolve into a networked social communication with warmth, substitution, resonance and interaction; while creating a special memory point under scene-based implantation, it also issues "social currency" again and again, so that the Zui Xiaobang, who hopes to help more people "live a good home" successfully left a deep impression on the public.
Scene concrete
is a "marketing password" and also an "extreme challenge"
Why is Zu Xiaobang so persistent in the "extreme challenge" of the scene in the show? Because home decoration is good and bad, the homeowner will only know about after reading it, so the best way for the brand to express is to let consumers "see it in detail" rather than "speak it in abstraction".
Zhu Xiaobang has always been committed to improving people's decoration and living experience and helping more people live in a beautiful home easily. However, for the user group, how to calculate "living a good home" and how to make it more "easy" is relatively vague. Therefore, in the program, Zuo Xiaobang also hopes to present more diverse living scenes and have an intuitive communication and dialogue with the audience, so that people can care about and discuss the preferences, aesthetics and concepts of celebrity guests in the program, and instinctively immerse themselves in their needs and wishes, thereby enhancing their understanding of the product and emotional resonance of the brand .
interprets the importance of brand concept through scene concreteness. As designer Pan Yue said, " Living in small gangs will make everyone understand the importance of design. The formation of a home is not only a simple decoration. House decoration design is a systematic project. Everyone has different ideas and different requirements for the home environment, but very few people can truly express their ideas in place.A professional house designer will first fully understand the personalized needs of the decoration owner, and combine his or her professional knowledge and life experience to express the ideal home of the decoration owner through design drawings. ”
Secondly, Zu Xiaobang also needs to concretely realize function cognition . People have many pain points and needs for decoration design, so Zu Xiaobang should allow the majority of audiences to receive effective information in the most easy-to-understand form in the program. When the product functions are presented in a scene-based way, even those who are contacting Zu Xiaobang for the first time can initially get the role positioning of the brand, and at the same time develop further interest, laying the foundation for the in-depth understanding and use of subsequent users. Such massive information is often difficult to spread effectively in the traditional model, and Zu Xiaobang, while Zu Xiaobang, can start to get the role positioning of the brand. At the same time, it will become more interested, and lay the foundation for the in-depth understanding and use of subsequent users. Such massive information is often difficult to spread effectively in the traditional model, and Zu Xiaobang, and Xiaobang has found a better solution by interpreting the scene.
In addition, Zu Xiaobang also concretely cracks the pain points of the industry through scenes. We know that platform-based home decoration brands are difficult to vividly interpret products with lightweight methods, and it is always more difficult to make highlights in variety show marketing cooperation. It is particularly important to use scene-based propositions to talk about products. Many decoration companies or brands on the same track are always persistent in building exhibition halls in marketing. The reason is to present more possibilities and lead users forward. The same is true for Zu Xiaobang. Only when users feel the diverse possibilities of living environment more directly can they have a certain concept of "better living" and empathize with the brand and demand.
Looking back, behind the many marketing cooperation attempts of "Extreme Challenge 8", it is not only Zhu Xiaobang's insistence on "scene concrete" in the logic of variety show marketing cooperation, but also in-depth interpretation of the brand's concept of "living and living a good home easily".
Starting from the scene but not just the scene
When Zhu Xiaobang decides to chew on the hard bone of "residence ecological construction"
Scene concrete even if the audience is aware of the brand Thinking about the product functions behind the brand, there is a more specific perception, but this is not the ultimate goal. And if you want to do a good job in the scene, there are still many basic skills to do, that is, to form a good home decoration ecosystem. Unlike the short, flat and fast scene construction, the construction of the ecosystem is a long-term system project. From the gathering of users to the understanding of users, from product functions to cooperative ecology, from designers, hard decoration companies to soft decoration layout, to build a complete living ecology, it is necessary to implement solidly and adhere to long-termism, and Zu Xiaobang is the role of doing "hard and right things".
As a new product of the huge engine entering the home decoration and home track, Zu Xiaobang has always been committed to building an ecosystem covering the entire decoration link and industry chain. Since its establishment in 2018, Zhuxiaobang has been exploring since 00, and has basically completed the construction of a pan-home ecosystem connecting both supply and demand ends, covering all parties in the industry and users. Today, there are more than 10,000 merchants and more than 5,000 designers in Zuoxiao Bang, covering more than 300 cities across the country, gathering "authoritative and trustworthy industry experts + diverse and detailed content ecology + convenient and reliable service supply" , hoping to help more people pretend to be worry-free and live comfortably.
At the same time, Zuo Xiaobang has also launched more product functions that meet users' actual needs, such as designing my home, style testing, smart budgeting, etc., so that users can also have a real offline experience when enjoying the convenience of the Internet platform, which is visible, reliable, predictable and guaranteed.
This kind of "systematic platform capability" determines that Zhu Xiaobang will not be confined to a single form, but can focus on this, expand more diverse and rich forms, and expand the boundaries of the scene as much as possible. If the scene is the shell of lifestyle and human habitation culture, then the core that drives the continuous evolution and evolution of this shell is the ecology that continuously grows and expands; this requires accumulated quantitative change, and also requires qualitative change in the aggregated dynamic momentum, and ultimately achieves fission of the entire industry model.
and an ecological construction from the inside out and from top to bottom will inevitably lead to the overall paradigm transfer of from point to surface to surface to overall consumer market. Consumers can make the most important scene in life and even life "home" from the ecology, pretend to be what they want most, realize what they want, and what they see is what they see, so that "what you think" becomes "what you can do it" and "get it".
Wu Zhihong once said: There is only one kind of success in life, that is, live your own life according to your own wishes . Similarly, there is only one kind of success in home decoration design, that is, everyone can easily get the most desired scene and "home" according to their own wishes. With the complete home decoration ecological construction, Zhu Xiaobang is helping everyone "live and good home", which is also the greatest value and future potential of Zhu Xiaobang.
