Is the new growth point of brand marketing "hidden" in short plays?

"Hello, Sister Yi, new powder is coming to report ~" When Sister Yi, manager of @ Marubei's official flagship store, appeared in the live broadcast room, such greetings floated from time to time on the barrage. Most fans' affection for Marumi's manager stems from Aauto Quicker's short play "Near Gemini". On June 5438+ 10 this year, this short drama of love sweet pet, which was exclusively named by Marumi, went online at Aauto Express Station, and gained 69,000 praises after its first broadcast. In the short play, Yi Jie, the brand manager, plays the role of psychologist and general manager of Marumi, and increases fans' new understanding of the brand through frequent appearances. During the "Double Twelve" period, the main creative team of short drama also entered the Marubei live studio, which promoted the direct transformation of "short drama powder" into "anchor powder" and "brand powder" and brought huge traffic exposure to the brand. Marumi brand named "Close to Gemini" is not the only brand that achieves two-way growth in volume and sales through short drama marketing in A Auto Fast. After the short play entered the golden age and the explosion occurred frequently, Aauto Quicker gradually formed a set of mature customized short play marketing links, and explored a variety of IP derivative games to empower the brand in many ways. Cass summed up the marketing path of Marubi's short drama, and found that the brand chose the strategy of "brand product+brand anchor+repertoire", which further extended the influence range of Aauto Quicker's short drama in terms of product implantation, brand manager's appearance and off-stage linkage, and realized the outbreak of brand voice. So, what can the commercialization of short plays bring to the brand? How to treat the value of short drama marketing? After the fire of "Near Gemini", how to connect the short play with the live broadcast room? Cooperate with Aauto's faster platform "Close to Gemini" and take short play as a new marketing position. Marumi considers Aauto's mature short drama industry chain faster. As an old-fashioned skin care company, Marumi's fans in Aauto faster are mostly 30-40 years old. Based on the vision of younger accounts, Marumi hopes to expand the brand by short plays and attract more young consumers. "The consumer groups of short plays are mainly young people, with a relatively high audience and a relatively stable effect, which can continue to expand the exposure," said the head of Marumi Aauto Quicker to Kas. "We hope that more young consumers will understand Marumi's skin care concept, so we want to help the brand break through with the influence of short plays." In order to achieve this goal, Marumi made careful planning, and finally, under the matchmaking of Aauto Quicker platform, Gu Mai Jiahe and Liudu Media were finalized as producers. After repeated revisions, the script of "Close to Gemini" was determined. Generally speaking, this light love comedy focuses on the love between the heroine Xiao Hai and the dual personality man Yu Zhong, and gradually reveals the hidden feelings behind the dual personality of men under the impetus of love. The sweet story of "fate+two-way cure" makes fans "knock CP" and keep urging in the comment area. By the end of the whole drama, "Close to Gemini" had been played more than 65.438+0.2 billion times in Aauto Express Station, and the number of topics had exceeded 65.438+0.3 billion times. As for the brand marketing of A Auto Speeders' short play "Close to Gemini", according to the person in charge of Marumi A Auto Speeders, the marketing of Marumi's short play is not limited to product promotion, but extends to all aspects of marketing. On the one hand, in order to accurately locate the audience of short plays, Marumi chose an eye cream close to young consumers as the main product, and designed a number of usage scenarios, which naturally integrated into the short play bridge through the interaction between men and women, so that the brand concept continued to reach the audience. On the other hand, it has created a new way of short drama marketing. As a special performer, Marumi's manager "Yi Jie" participated in the filming of "Near Gemini" and appeared as an important role "psychologist" at key nodes to promote the development of the plot. Marumi is in charge of the performance of "Close to Gemini" and talks about this ingenious design. The person in charge of Marumi's short play in A Auto Quick told Kathy Data that this is closely related to Marumi's "personalized" live broadcast room in A Auto Quick. As the manager of Marubi, Yi Jie originally intended to be a "overbearing president". In the live broadcast, she often pampers powder by giving welfare and killing in a limited time. In the short play, Sister Yi's personnel design is also biased towards maturity and strength, which is equivalent to supplementing the original character design and increasing the user's memory. "Aauto Quicker has a strong family culture atmosphere, so the personality charm of the anchor is more important, so we want to build a bridge between the brand and consumers, which can be closer to consumers." In addition to intra-drama linkage, in order to improve closed-loop marketing and extend the influence of short drama products, effects and sales, on February 16 5438+00, the short drama creation team also parachuted into the live broadcast room of Marubi, and once again joined artists to recommend a variety of Marubi explosive products. "CP Airborne" brought the peak of the number of people entering the live broadcast room and online, and the high-frequency interaction between the short drama master and the director once again pushed the live broadcast atmosphere to a climax. "Yu Hai Chen Xing" CP airborne Marumi live broadcast room is at an important promotion node. The main creative team brought the influence of short plays into the live broadcast room, which incited more natural traffic for Marumi's official live broadcast. According to the data, over 16% of the effective broadcast users in the live broadcast room are people watching dramas near Gemini. Through continuous product touch in short plays, Marumi also successfully transformed this part of drama powder into brand powder and anchor powder, which enhanced the brand 6R crowd assets. During the hot screening of short plays, Marubi continued to gain super popularity, with brand search volume increasing by 1, 4 1%, with a cumulative increase of over 200,000, and Marubi's small red pen search volume increasing by 20 times. 1 16 Heart Shopping Festival, Marubei Beauty Cosmetics brand list jumped to the seventh place, and the artist's sister's love was rising. In-drama+out-of-drama linkage to create a closed-loop marketing. Marumi successfully created a closed-loop marketing inside and outside the drama through customized short plays, which is not a case that cannot be copied. Since 20 19, Aauto Quicker has set up a small theater, taking the lead in arranging micro-short plays and providing platform operation for short plays. By 20021,the "Star Mang Plan" was upgraded to "Star Mang Short Drama Brand", and Aauto's faster short dramas gradually entered a golden age, developed into high-quality and large-scale, and created a variety of explosive works, such as "The Second Married Family", which not only broke the circle but also paved the way for commercialization. Earlier, short plays were favored by brands because of their short cooperation cycle and flexible marketing methods. However, at the moment when Aauto quickless integrates the advantages of short drama resources, many brands and platforms have used Aauto quickless short drama as a marketing channel and invested heavily. For example, Jetta, a car brand, cooperated with the market short play Hutonger, focusing on the story of a pair of young people stumbling into the marriage hall, and finally gained more than 300 million broadcasts; As one of the producers of "Close to Gemini", MCN Gumai Jiahe has also been reinvested by brands such as Alipay and Swisse for many times. To explore the marketing value of Aauto quickers short plays, Cass believes that on the one hand, through the combination of "in-play+out-of-play" and "short video+live broadcast", it is easier for brands to create closed-loop marketing of Aauto quickers short plays, from sound exposure to live broadcast interaction and effect transformation. For example, Vipshop will cooperate with Dongmanshe's family short play "Remarriage". In addition to brand implantation cooperation, during the launch of the drama, it also cooperated with the main creator to launch the IP live broadcast of "Remarriage", which linked the emotions of users of ultra-high sticky short dramas with the brand itself, further enhancing the value of brand private domain communication. The cumulative number of viewers of this live broadcast is 379.9w, which can be said to maximize the IP value and enhance the brand crowd assets. Up to now, Vipshop has reached more than a dozen short plays with Aauto quickless, and effectively reached 530 million potential people through the marketing of Aauto quickless short plays. On the other hand, through the brand anchor to play the repertoire, while realizing the deep linkage of "brand product+brand anchor+repertoire", the short drama people set up the blessing anchor, which not only penetrated the short drama users' cognition of the brand anchor, but also strengthened the trust relationship between fans and brands with high-quality content. "Breaking the Waves", which is also a family theme explosion, revolves around the main line of a stay-at-home mother balancing family and life. The heroine Chen Lan's predicament on the job search accurately hits the pain point of housewives, causing many women to sing bad songs. Sister Ni, the founder of Han Xizhen brand, also participated in the performance of this play. Under the short drama comment area, some users left a message: "Sister Ni's drama is very good, which is in line with the independence and self-improvement of women in the 2 1 century, and she is embarrassed and helpless in the face of family and career difficulties. Support Han Xizhen! " Brand Han Xizhen and Aauto quickers' short play "Breaking the Waves" At the same time, Aauto quickers is constantly exploring more abundant marketing methods, such as product-side marketing innovation mode, creating product innovation modes such as post-standard repertoire and ar post-planting. For example, Jetta, a car brand, cooperated with the post-standard version of Aauto Quicker's short play "Hutonger" to achieve the cooperation of packaging resources in view of the rising popularity of the repertoire during the hot screening period, and realized the marketing in the shortest time. Moreover, in order to maximize the commercial potential of short drama marketing, Aauto Quicker will also adapt to different marketing nodes, integrate online and offline multi-dimensional resources, enrich marketing methods, activate the fan effect by creating micro-endorsements, and solve brand marketing demands in multiple dimensions. What is the core advantage of Aauto in short drama marketing? "In 2022, no matter the number of customers or marketing enthusiasm, short plays have doubled compared with last year. It is expected that the customer scale will usher in explosive growth next year. " In the interview, Mao Haifeng, vice president of Aauto fast magnetic engine, said. Compact plot, strong reversal, short and flat presentation, let the short play catch the user's eye in a short time and seize the domestic entertainment market at an extremely fast speed. Data show that last year, only 398 mini-dramas were filed with the State Administration of Radio, Film and Television. By September this year, the number of mini-dramas filed has reached 2792, with an alarming growth rate. At the same time, more and more brands have realized the traffic bonus of short plays and actively invested in it. "Last year, it was obvious that customers did short drama marketing, but this year many brand customers also invested in short drama marketing, such as OPPO and SAIC Volkswagen." Mao Haifeng introduced. In addition to the "doubling" in quantity, the brand types of short drama cooperation have also changed. 202 1, the customers who cooperate with Aauto Quicker short play are mainly effect customers; In 2022, more and more domestic and foreign head brands joined the short drama marketing camp. For example, Swisse, a health care and nutrition brand, has reached business cooperation with Aauto Quicker, the most dazzling you, the sweet relationship, me and our three short plays. Car brands SAIC Volkswagen, Dongfeng Honda and Jetta cooperate with Xinxing Arrival, Dream Distance and Hutonger respectively. Jetta cooperates with Aauto Quicker's short play "Hutonger". With the emergence of more and more cases, the cooperative users will also penetrate from the head brand to more customers, and the short play will become a very important part of entertainment marketing in the future. It is worth noting that even in the current multi-platform short play, the advantages of Aauto Quicker are still obvious. As the earliest pioneer of short drama content in China, Aauto Quicker has already built a relatively complete short drama ecology in the station. In 2022, the number of short plays in the station exceeded 100, and the total broadcast volume exceeded 50 billion. Short plays have become one of the most active and sticky categories in the whole platform. From the creator level, Aauto Quicker's short plays bring together high-quality short play creators at home and abroad, and there are countless explosions. According to the latest data of A Auto Quick Photosynthesis Conference, in the first half of 2022, the number of short drama creators in A Auto Quick has exceeded 654.38 million+people, many of whom grew up in the native soil of A Auto Quick, and their works are close to life and more in line with users' viewing habits. At the user level, users with faster Aauto have developed a strong habit of watching short plays. It is understood that as of July this year, Aauto has more than 260 million daily users of short plays, and more than half of them watch short plays with more than 10 episodes every day. On the commercial fertile ground formed by a large number of short drama users with faster Aauto, short drama content also shows more significant content marketing value. Compared with the traditional marketing model, the short drama marketing investment cycle is shorter and the implantation is more flexible, which is obviously a more cost-effective choice. In addition, Aauto Quicker's accumulated experience in short plays for many years enables the series to be customized according to brand needs, in line with the marketing rhythm, and achieve the goal of multi-touch, all-round outbreak and integration of quality, efficiency and marketing. Short plays with diverse themes and rich repertoires can also serve more industries. In addition to the traditional sweet pet drama, Aauto Quicker has also formed a short drama matrix with family, suspense, career and other themes to help brands find matching content and maximize the publicity effect. "There are many brands that have formed a regular and large-scale short drama delivery model. On the marketing node of big brands, short drama marketing has become a necessary action. It is foreseeable that the commercial space of short plays will be further expanded in 2023. " Mao Haifeng said.