One episode is the joke expression pack above.

Editor's lead: As a supplement to emotional expression or action, Yan characters have penetrated into people's lives and become an indispensable existence for many people to chat. This has also made many brands smell business opportunities, started to build brand expression packs, and started the marketing war of expression packs. In the era of social network, "emoticon pack", as a social way that can not only convey users' emotions simply and efficiently, but also make up for the blank of text expression, has already become an indispensable existence in people's lives. Especially under the guidance of the concept of "you can be unreasonable, but you can't lose", countless magical, funny and lovely Yan characters came into being, which contributed to the universe of Yan characters. At the same time, it also made major brands see the possibility of cross-circle communication through Yan characters, and a marketing campaign around Yan characters began. First, attract "retention" with "flow", and brand positioning expression pack marketing has gradually become the main consumer group in the younger generation today. In order to ensure that they can continue to gain the attention and favor of young consumers, brands have actively promoted the transformation of brand rejuvenation, and marketing creativity and communication methods have become novel. Today, when Yan Wen continues to be hot, the major brands with keen sense of smell are also aiming at this brand-new track, hoping to achieve the purpose of "reserve quantity" with the help of Yan Wen's "flow" and create a "viral" marketing communication. It is not difficult to find that the brand is more directional and targeted when it introduces Yan characters than the free will of netizens when they create Yan characters. Take Luckin Coffee's Ruixun Work Deer as an example. This set of Yan characters not only fully integrates the popular chat hot words such as "Let me get better" and online hot stalks, but also ensures the cuteness and magic, and at the same time, it highly fits the audience's cognition of Ruixun brand, thus realizing the integration of quality and efficiency in marketing communication. More subtly, the brand also binds the brand to Yan characters by homophonic means, and words with strong network sense such as "strange chicken knowledge has increased", "blind Rui" and "Erebati" are more easily accepted by young people. Through the high-frequency use of consumers in chat scenes, the brand not only meets the specific needs of people for expression packs when chatting, but also subtly deepens consumers' goodwill towards the brand and further improves the brand's exposure. Second, behind the brand cluster, what magic does Yan Wen have? Some people in the advertising circle once described it as "ten years of copywriting can't make an expression pack." This seemingly slightly ridiculous and self-deprecating sentence is actually the charm of Yan Wen. The best embodiment. In my opinion, the reason why Yan characters can last for a long time and make many brands come in droves is mainly due to the following points: First, there are many kinds of Yan characters, which are different from those traditional and unchangeable system expressions. Today's facial expressions can be described as a hundred schools of thought contend, and their presentation directly covers many dimensions such as comics, videos, animations, stars, quotations, etc., which actually provides a more imaginative scene for brand facial expressions marketing to a certain extent. Secondly, Yan characters have distinct characteristics. Compared with simple and boring words, Yan characters not only collect all kinds of popular elements, but also have different styles, which makes many netizens find their own hearts and gather the attention of the public. At the same time, it also allows brand marketing selling points to occupy consumers' minds better and faster; Finally, it is more acceptable. Nowadays, more and more consumers are gradually desensitized to brand marketing communication. Brand emoticon marketing can not only make the brand more grounded, but also form a benign interaction between the brand and users, and promote the audience to develop into loyal users of the brand by enhancing users' sense of participation. The brand can not only convey the enterprise's ideas and product information to the broad audience, but also eliminate people's resistance to advertising marketing to the greatest extent by launching some words that are consistent with the brand's tonality and combine interesting, knowledgeable and brand marketing information, which will not make users feel disobedient, but also stimulate users' desire to spread, thus inciting the brand's right to speak. Third, how do brands play emoticon marketing? It is foreseeable that, just like the previous borrowing marketing and cross-border marketing, as more and more brands begin to enter the field of expression marketing, its mixed effects are naturally inevitable. So, what specific points do brands need to pay attention to when marketing emoticons? 1. Give it what it wants and prescribe the right medicine. When marketing facial expressions, brands must observe the circle characteristics of the audience and make marketing plans according to the target group. Whether it's marketing by taking advantage of the situation or brand building Yan characters, we should consider the psychological characteristics and cultural characteristics of the target group, and combine the symbolic significance of Yan characters themselves to find a meeting point, which will trigger the outbreak of communication. 2. Satisfying consumers' use psychology Since it is an emoticon pack, the place where it appears is bound to be a dialogue scene again and again, which directly requires the brand to be "personified" when marketing emoticons, but also to give them more emotions, so that these emoticons can meet people's daily communication needs and conform to the dialogue scenes in life, thus increasing the goodwill of the brand. 3. Create IP to make yourself more "networked". I hope my marketing communication can attract consumers' attention, instead of making them think that I am exclusive. This requires the brand to learn to put down its posture and connect with the local atmosphere when marketing facial expressions, so as to become more "networked". Taking the Palace Museum as an example, in order to attract the attention of the younger generation, many popular communication methods have been adopted. Expression pack marketing is one of the most talked about marketing initiatives. Serious historical figures and cultural relics have become expression packs, which have promoted the sales of "Forbidden City Taobao" and made many young people become fans of the Forbidden City. It can be seen that the ecological development based on IP has brought the brand a win-win situation in terms of sound volume and sales volume, and is gradually becoming one of the development directions of brand expression pack marketing. Written at the end: in the stage of consumption upgrading, people's consumption of products has changed from simple functional consumption to inner needs and spiritual experience. By creating expression packs, brands can not only close the emotional distance with consumers, but also achieve the effect of "viral" communication through the use of consumers. Of course, whether the brand develops its own characters or cooperates with the existing IP of characters, the brand should define its core values, give the brand an image of "flesh and blood" and make its brand image more story-like.