How to do a good job in scene content marketing?

Scene marketing is actually the most difficult. The difficulty lies in how to "stay away from the heart", how to effectively stack and integrate commercial elements, and then present them to consumers as an organism to meet consumers' pursuit of high-quality life. Recently, the temple library advocates a new gameplay of social+e-commerce, which is a very classic case. Recently, we joined hands with fashion blogger Becky Li to launch the "Mobile Wardrobe in Becky Li" campaign, and moved the "Private Wardrobe" of guangzhou fu "Buying Master buy buy" to the Experience Center of Jinbao Street. This activity is the first stop of the "Ten Million Bloggers Exhibition" program. In the future, we will unite many fashion bloggers with unique lifestyles and fans of a certain order in different fields to build a more interesting experience.

Behind this scene marketing model is a reflection on the new chemical reaction formed by the ecology of "people, goods and fields". Choose to spend more money to build high-quality content scenes with Becky Li, which highly restored Becky Li's "fashion castle". In the scene of deep immersion, export the most cutting-edge wearing trend in Becky Li, interact deeply with users, and carry out "on-site wearing PK". Obviously, the temple library is not satisfied with the simple cooperation of "superposition", but helps fashion bloggers to expand more content forms through co-creation, so that fashion bloggers can extend their online articles, small videos or live broadcasts to more infectious offline scenes, thus narrowing the distance between bloggers and fans and amplifying their influence.

This treatment is very clever. Many brands sold on the platform are embedded in the content context, which has become a necessary element of the whole context, making the connection between brands and social content more natural and enhancing the importance of brands in the content, thus deepening the brand memory of users.

Such a high-end lifestyle platform is rich in brand resources and is more conducive to creating a real and personalized overall scene. People's lives are inseparable from brands, especially the lives of high-end fashionistas. It can be said that every step is to jointly create high-quality content, optimize the connection between brands and content, and expand the connection scenarios. In fact, every step is to deepen the resource ecology, form the refined operation of bloggers at different times, and improve the connection efficiency of brands, bloggers and fans. This is exactly what integrators should do.