Recently, Laneige launched a dream linkage at Station B. The new "Little Blue Shield" facial cream is applied to the cheeks of the protagonists of the popular national animation " Time Agent " at Station B. It was their first time venturing into the beauty industry, and they also aroused heated discussions among fans at Station B. During the Tmall member day when the
joint event was launched, the traffic in the Laneige brand e-commerce store increased by 69%, especially the proportion of new customers increased by 61%, and sales exceeded 23 million.
Laneige found a new way out of the circle at Station B
With the help of Korean drama cultivation + offline conversion, many Korean cosmetics products became popular. For example, the "Star You Color" lipstick worn by Jun Ji-hyun in "My Love from the Star" in 2013; the Laneige two-color three-dimensional lipstick used by Song Hye Kyo in "Descendants of the Sun" in 2016 were all very popular in the domestic market. .
Today, the dominant force in the market is handed over to Generation Z, who are mainly born in 1995 and 2000. For this group of young people who have no inherent knowledge of the brand, how can we seize this cognitive vacuum period and refresh the brand image with more distinctive IP?
The super popular Guochuang IP reshapes the brand image
Lange chose to link up with the super popular Guochuang animation "Time Agent" at Bilibili, and accordingly created a new product nickname for the new Water Cool series.
With the fresh style of painting, the tear-jerking and heart-wrenching plot of the animation "Agent of Time" made many viewers call it "breaking the defense", and the animation was also affectionately called "The Man with the Knife of Time" by some fans.
Laneige has an insight into the "defense breaking" but "healing" core of "Agent of Time", and gave the Aquacool series, which focuses on repair, a new nickname "Little Blue Shield".
's easy-to-heal short film plot has won enthusiastic feedback from fans, and 's extra episodes have been played more than 1.54 million .
maximizes the activation of IP energy
and creates extras with Bilibili’s high-quality nationally created animations, which also provides a high-quality content source for brand communication in the Bilibili community.
beauty UP masters, animation talk UP masters, living area painters, coser and other UP masters with diverse interests continue to expand the story of "Time Agent" and Laneige Little Blue Shield.
high-quality content + commercial take-off boosted , with more than 2.3 million video views, adding to the breadth of brand communication in multiple circles.
Through a series of actions, Laneige activates the value of IP empowerment. According to the "Z Index" of Bilibili's big data platform, the brand index of Laneige rose rapidly during the event, with reaching the top 6 in the beauty industry list. The brand index increased by 272.3% year-on-year, and the search volume increased by 270.7% .
Site B big data platform "Z Index" related brand index trends
In addition to brand reputation and favorability, convenient instant conversion can also be achieved through the blue link of the comment area of the online special page of Site B and the UP main video. During the Tmall Member Day when the joint event was launched, Laneige e-commerce store traffic increased by 69%, especially the proportion of new customers increased by 61%, and sales exceeded 23 million.
Insight into the national culture that young people love, from content co-creation, product co-branding, to community resonance , Laneige uses high-quality IP to establish emotional connections with young consumers. Use a complete ecosystem to maximize the reach of users, turn IP fans into brand audiences, and bring a real brand new look to the brand.
bilibili Commercial Takeoff definition
Commercial Takeoff is a tool for promoting native content in bilibili. Through bilibili Commercial Takeoff, corporate brands can quickly and efficiently display native content on the homepage or dynamic columns, accurately push it to target users, and improve video playback. volume and exposure to help brand marketing.
uses the public domain traffic of Bilibili to promote the UP main business single video, and achieves precise placement through tags. The usual display forms include home page recommendation position and play page recommendation position.
bilibili commercial take-off sales model
recharge first and then consume.Bid and consume according to CPM (cost per thousand impressions) or oCPM (cost per play). CPM thousand impression bidding, oCPM/article playback/user attention bidding, different industries are different from each other, and bidding costs fluctuate. The final operating effect of
depends on: video content, targeted crowd optimization, delivery time, consumption budget, material itself, etc.
Delivery time - Content will be delivered immediately after it is released, which will help to get on the popular list and gain more natural traffic;
Manuscript time - Manuscripts with better interaction rate and fan ratio data will be selected for extended delivery.
(Note: The data and cases in this article are from bilibili official, compiled by Blue Lion Wendao official)
