What’s the story about Bibi Anmuxi?

⊙ Author Qi Ye | Advertising and Marketing Industry (ID: iyxcom)

It was a long night, and I had no intention of sleeping. I heard that counting sheep can relieve insomnia, until Qi Ye I clicked on the legendary In the famous "Sheep Counting Song", something magical happened...

What? Why is my mind filled with "Bibi Anmuxi"? What's the joke? After understanding it, I discovered that the lyrics turned out to be "Beep Beep I'm a sheep." The magical tune above not only makes people sleepless, but also makes them energetic.

After the Song of the Devil Sheep became popular all over the Internet, many cover versions appeared, the most popular of which was "Bibi Anmuxi". With the advantage of homophones, Anmuxi actually "won"?

Bibi An Muxi’s Divine Comedy Brainwashes the Whole Network

“The Necessity of Chance”

The rise of an event may be caused by accidental factors, but it can be efficient and Long-term dissemination must be supported by human impetus. The popularity of "Bibian Mushi" is the inevitable result of accident.

01 Take advantage of the original homophonic memes to create possibilities for derivatives of the Divine Comedy

Classics are the most intriguing. At the beginning of the new year, the English song "Beep Beep I'm a Sheep", which became popular abroad in 2017 and became popular in China, once again ignited public excitement. Everyone turned into "archaeologists" to relive this magical animation with a haunting sound.

Human imagination and creativity are unlimited. The words "Beep Beep I'm a sheep" lingering in my mind are very similar to the pronunciation of "Bibi Anmuxi", so clever. The homophone "fate" gives the possibility of An Muxi's derivative divine comedy.

02 An Muxi accurately grasped the opportunity to crack the password of increasing traffic

An Muxi never stopped after the "Beep Beep I'm a Sheep" brainwashing animation became popular." "Bibi An Mushi" took advantage of the situation and was integrated into the brand's daily promotional content. It was also creatively adapted in January 2021, making the IP image debut song "Bibi An Mushi" officially "come out".

Of course, interesting content must be disseminated with the help of influential people and platforms in order to maximize its value.

1. Collaborate with the creative adaptation of well-known funny UP hosts to activate the content to spread the volume

In April 2021, An Muxi teamed up with the Bilibili UP host @ Konger Kuangmo to play the meme "Bibian" "Mushi", the IP image debut song "Ambili Wobo" swayed to its heart's content, looking very "enchanting, dynamic, and cute". It was jokingly called "the best magical work in 2021" by netizens. Its communication power is amazing, and it has received millions of views. This further stimulated the creativity of other bloggers, and various funny and ghostly derivative videos became popular on the Internet. It was a hit right from the start.

2. Million-level KOL has created another new trend, and the topic dominates Douyin’s hot list

In addition to setting off a carnival on Bilibili, the popularity of #ibianmushi# has also spread to Douyin.

High-quality video creator @星有野 re-created the original song on December 25, 2021. The magical brainwashing melody and catchy lyrics aroused a creative craze. @FACEVOID created the version , more intense, hot and provocative electronic music, bombarding the public's ears; @ Poor Commander innovatively integrates the well-known plot of "Pleasant Goat and Big Big Wolf", and the interesting, magical and brainwashing tone makes "Bibi An Mushi" fast It has soared up Douyin's hot topic list, and now the combined popularity of related topics has exceeded 2.8 billion views.

Music and dance are inseparable. #ibianmushivarious dance has also become popular on the Internet. @ Liu Dou, @小何何, @不2不called Zhou Shuyi, @小素SeeU... are well-known KOLs have started cross-dressing challenges one after another, adding another buzz point to the topic.

@安木西 also joined in the fun and danced with everyone, quickly shortening the distance between the brand and users.

3. Register the "Bibi Anmushi" trademark and improve the establishment of communication links

Having trademark awareness is of great significance to improving the core competitiveness of an enterprise.

In order to improve the communication link, protect the value of the content, and make the communication more legal, the brand registered the "Bibian Muxi" trademark.

Anmuxi’s promotion also focused on the defensive protection of trademarks, establishing a positive image for the brand. The topic #ibianmushitrademark was registered# triggered a high degree of discussion and was well received by everyone.

The animation "Beep Beep I'm a Sheep" generated derivative elements for "Bibi An Mushi", and An Muxi played the role of creator, communicator and promoter, making "Bibian Mushi" "Mu Xi" is at the peak of her debut!

The popularity of “Bibi Anmushi”

What lessons can it draw from other brands?

In the new traffic era, how can brands seize opportunities and create new value? From the popular incident of "Bibian Muxi", we may be able to find out the marketing secrets of brand building traffic, attacking the mind, and arousing public attention.

01 Insight into fashion trends and empower creativity

In the era of mobile Internet, young people’s time has become fragmented. If brands want to attract users in a limited time, they need to gain insight into their Only by focusing on the keywords you are interested in and making articles based on them can you really get what you want.

Entertainment has become a national trend. An Muxi adapted the magical animation and recreated the popular BGM with a strong sense of rhythm and cheerful atmosphere. With lightning speed, it quickly broke through the circle, broke the circle, and Break the circle again.

Just like the "originator" of brainwashing: "I won't accept gifts during the holidays this year, but I will also charge melatonin for receiving gifts." Or Baidu's "What Did You Say", which gathers hot words on the Internet and is full of rhythm and rhyme. It has created a trend of screen binging among young people.

02 Take advantage of the opportunity marketing to grasp the key

Use the opportunity marketing to create value for the brand, but the special thing is that it has timeliness. Precisely grasping the opportunity, reacting quickly, and attacking quickly are the decisive factors The key to marketing momentum.

The theme song of Mixue Ice City is brainwashing at the best time. The lyrics are strongly related to the brand. Online and offline linkage marketing layout has become a phenomenon-level hit, brainwashing every street and alley.

Similarly, #ibianmushi# promptly grasped the advantages of the homophony of the original sound and launched a series of actions to empower the spread. The magic sound entered the heart and became a matter of course.

It is not easy to accurately judge the timing of taking advantage of the situation. Preemptive or delayed marketing often results in unsatisfactory results. Last year’s Douyin hit song #爱105℃的你# is actually a commercial for a certain brand, but it It's a pity that few people know about it.

03 Play with platform attributes and accelerate communication power

The choice of communication channels is particularly important in brand marketing. It is necessary to understand the attributes and characteristics of each platform in order to accurately correspond to the advantages of the channel, deliver appropriate content, and attract public attention.

For example, for Station B, it is particularly important to pay attention to the personal style of the UP owner. Translating the content into the "B language" that users are interested in can achieve twice the result with half the effort;

Weibo can be positioned as A large-scale "eating melon" scene serves as an amplifier of public opinion and is suitable for the placement of gimmick content;

Xiaohongshu is a "well-known" grass-growing site among all social platforms on the Internet, and its unique label is the gathering of female consumers;

Douyin is an excellent base for the production of creative plot content, and has a large number of high-quality young consumers...

An Muxi is well versed in the attributes of each major platform and focuses his marketing on Bilibili, Douyin, and Weibo form a super strong position for "Bibian Muxi" marketing!

If God opens a window for you, but you always turn your back to it, then no matter how good the scenery is, you will not be able to enjoy it.

The same is true for brands. Among the opportunities hidden in the times, if the brand cannot accurately grasp them, no matter how good the opportunity is, it will slip away.

"Bibianmuxi"

Grown into a brand intangible asset

Nowadays, the #ibianmushi# incident has become popular on the Internet. By chance, Coincidentally, Anmuxi's own keen control of marketing rhythm is the inevitable factor behind its popularity.

Because success is not something that can be achieved in a day, it can only be achieved over time. The right time, right place, right people and people are indispensable!

An Muxi is stationed on social platforms and uses diversified publicity and marketing methods: entering the metaverse track, linking with Soul App, a social platform favored by young people, responding to environmental protection public welfare calls... among consumers It arouses high attention among the group and further promotes the growth and extension of brand value.

The most basic execution is better than any creativity. All the seemingly effortless success is the accumulation of a lot of silent efforts in the early stage.

Anmushi continues to cultivate the value of "Bibi Anmushi" internally, and continuously outputs content externally to deepen user awareness, and generates "Word of Mouth" without hesitation in the minds of users. ” has also become a unique value asset of the brand.

Finally, a friendly reminder to all my friends, don’t use Douyin when you can’t sleep at night, because Master Qi is afraid that not only will your mind be filled with thoughts of “Bibian Muxi”, but you might also be distracted from it. Get up from the bed and dance the "Bibi An Muxi variable speed dance"!

However, I still want U1S1: "Bibi An Mushi" is really wonderful!

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