For Hegado and the Chinese sound can coexist

Guide: In the FMCG industry, entertainment marketing is a short period of time to establish visibility, maintain brand reputation, loyalty, one of the most effective methods, but the use of a program to achieve a brand case is rare, in addition to the 2005, Mengniu yogurt to sponsor super female success, Once again through the entertainment marketing achievement brand, is Gado.
How to continue and explore the maximum value of marketing in one step?

In the FMCG industry, entertainment marketing is a short time to build awareness, maintain brand reputation, loyalty, one of the most effective way, but the use of a program to achieve a brand case is rare, in addition to the 2005, Mengniu yogurt Sponsor Super Female success, once again through the entertainment marketing achievement brand, Is Gado.

But Gado is going a different way from traditional entertainment marketing. Gado and good sound cooperation, more is an investor's identity in the "nurture" good voice this program, will be permanently bound with the program, to a "authentic good herbal tea, authentic sound", let Gado and good voice into a "symbiotic body"-speaking of good voice, will Gado, said Gado, will be good voice. In a way, "Gado China Sound" has become a new brand.

Under the guidance of this kind of marketing thinking, Gado and good sound cooperation, in fact, is a continuous progression of the process: brand and program binding, in the eyes of consumers equate the two, cultivate sound, expand its coverage of the breadth and influence of the crowd, to create its iconic symbolic V.-shaped signs; Finally, using the " Symbiotic relationship ", the symbolic symbol of the program of the V-shaped logo transplanted to the brand outside the packaging, but also to the brand to inject new connotations.

Therefore, a good voice in the third year, Gado marketing strategy, divided into two main lines: to develop sound + own voice. On the one hand, Gado continue to sound good voice on the eve of the premiere, Gado's "Sorry Body" poster both ridicule the other TV programs, but also for good voice publicity. Banner, build momentum, make good sound bigger; on the other hand, return to the product, will be good voice V-shaped sign on the pot, relying on this logo, to create a "life V moment" concept, around this concept line to create a topic, and ultimately lead consumption.

In this strategy, Gado two marketing ideas are most deserving of recognition:

One: Although there is a good voice in the first quarter of China's blockbuster, but Gado not anxious to "overdraft" program value, the pursuit of short-term profit maximization, but to "nurture" and "investment" mentality, with the production of Fongcan, Zhejiang Satellite TV cooperation, focusing on the "good voice" big.

Second: The use of comprehensive arts reality show to bring the audience ratings and "topic tipping point" to create brand and program extension of the topic, outreach, through with the consumer to create a variety of angles of communication, enhance brand adhesion ... The ultimate goal-to use the content of the adhesion to achieve self sales or even become the brand's own "tipping point."

To nurture sound.

In the cooperation with the sound of China, Gado one of the most famous marketing thinking is to "nurture" and "investment" mentality, with the program producers to work together to become green leaves, focusing on the sound to increase the volume. The logic behind it is simple: the greater the momentum of sound, the greater the influence it brings to Gado.

Tactic one: Virus poster progressive Manufacturing topic

This year around the sound of propaganda, Gado spared no effort to launch a series of marketing initiatives, and constantly for good sound manufacturing topics, the audience's attention firmly locked in the good sound.

In April this year, in the third quarter Gado China Sound announced the official launch of the same time, Gado announced the launch of a good sound promotional outfit, The good voice of the iconic scissors hand V-shaped signs for the first time in the Gado red can. Gado official Weibo also released a "Big V to capture the Earth, are you ready?" Declaration, to send friends to participate and share a good voice of the invitation to open a new round of brand communication campaign.

With the addition of good sound v pot of cold tea May into the market, V logo also with Gado into the restaurant, community and tens of thousands of households, in advance for good sound preheating.

Just four days before the sound started, Gado "Friday I am not available" series poster online. "Goddess Don't ask me to meet, Friday evening I am not free", "boss, overtime don't find me, Friday night I am not free" ... In the face of good voices, whether the Goddess, boss, or brother, are eclipsed, the next n Friday, all belong to good sound. The series of posters quickly on the Internet to form a viral transmission, reading volume reached 12.96 million times, 43,000 times.

Three days before the show, nine "Sorry Body" series of posters on the line, while teasing other TV programs at the same time, for a good voice to do publicity: This program, do not perform with children, do not perform dishes, do not perform a blind date. "Sorry body" out, and the formation of a new round of online transmission, reading volume 29.07 million times, 90,000 times to review.

With Gado in the early stage of the program broadcast a series of topics to guide, good voice after the first episode of the third season broadcast, according to CMS48 City data show, good voice to 4.3% of the ratings, become the Friday day of the ratings championship. As the show hit, the social media discussion of good voices began to warm up, Sina Weibo, #中国好声音 # Topic reading reached 960 million, #加多宝中国好声音 # Topic reading volume also reached 160 million. In search engines, good voices are ranked first in search rankings.

After a good sound starts, Gado keeps a weekly viral poster successively to brush the wall, the Republic of China, the revolutionary body, truce-the margin, truce-West tour, truce-the Three Kingdoms, truce-Red mansions and other series, and constantly for good sound manufacturing topics, so that the audience's attention is always attached to good sound. Every Friday, as scheduled to sit in front of the television, locking sound.

Gado also observed that many young consumers today, unlike their parents ' generation, do not like to sit passively in front of the television to watch the show, and are more eager to be involved. In order to let the young people watch the show, Gado in the last year, based on the sound of micro-letter, a comprehensive upgrade of the play, consumers can be in Gado's official micro-letter, by shaking, real-time to their favorite good voice students vote to cheer. Good voice. Since its inception in the third quarter, the first phase to the eighth phase of the ratings are 4.3%, 4.32%, 4.38%, 4.727%, 4.42%, 4.34%, 4.768% and 4.16%, and has been the second consecutive week of television program ratings champion.

Tactic two: cross-border resource integration

In order to promote a more comprehensive sound, Gado also breakthrough cross-border cooperation, and Tencent to reach a comprehensive strategic partnership. According to the agreement, Gado will integrate Tencent's news clients, video clients, QQ music clients, games, micro-letters, hand Q and many other multi-channel terminals, cooperation in a number of columns, especially the QQ music opened by both sides. Through this cross-border collaboration, a good sound becomes a multiple-screen output of the program, greatly expanding the influence of the program.

It's a good voice. The third season began 10 days ago, Gado again to make an amazing surprise, and this year's High-profile community service station Shun Fung Hey customers to reach strategic partners, with the help of 800 shun Fung Hey customers under the offline resources and fast express delivery of rapid and efficient logistics system, Gado good voice. V Pot of herbal tea with 100,000 good voice program to watch the guide, packaged into a "good voice combination gift package" to a good voice in the third quarter premiere as an opportunity to send to consumers in various forms, inviting them to "drink Gado v cans bullish sound."

In addition, in the national 800 Shun Fung Hey store, consumers can be swept through the "singing drink plus a lot of good sound v cans through the Chinese good voice" two-dimensional code, pay attention to add more Bao Herbal tea official micro-letter "micro-letter Good voice" interactive system, to the system to sing two of their favorite songs, there is a chance to get good voice tutor's comments, can also be free to bring a can add a lot of precious good sound v cans of herbal tea. In addition, Shun Fung Hey store in the TV, led ads, such as concentrated large change, so that consumers can get a full range of in-depth experience, truly "authentic sound, authentic good herbal tea" brought by the people's happiness.

Good sound the third quarter since the beginning of the premiere, the rising ratings, is the best feedback to Gado. With Gado brand deputy general manager Wang Yuequi words: "Every time I see the V-Hand of the program, will think of a pot of Gado, this is a win-lose attempt." ”

Strategy three: Create "Gado sound"

V-shaped signs to introduce Gado packaging, not only in addition to a lot of treasure on a good sound brand, but also sublimated the connotation of the Gado.

For fans of good voices, the V-shaped sign represents good sound; in the public mind, the V-word also represents the success and Victory--victory, plus a lot of good sound v cans in a sense, but also represents the success of Gado-Gado canned herbal tea occupies more than 80% of the market share of canned tea, The first position of the tea industry. In the past, drink more precious herbal tea is to Quhuo, and now, Gado brand connotation from the functional rise to the emotional level: life has a lot of V moments: Further studies, employment, marriage, friends together ... These should be celebrated v moments, should drink a can of success, joy, optimism Gado good sound v pot of herbal tea.

The V-shaped logo on the pot is also a key step in the Gado of entertainment marketing to product sales, which realizes the separation of products and appeals to fans of good voices. At the same time, the use of V culture, gives the product the meaning of emotion.

Shape extension topic: Life v Moment

In order to strengthen the brand's V content, Gado on the official Weibo launch # Gado China sound promotional outfit and you share the joy of victory moment of the micro-poster, this group of posters selected the life of the three V moments-the bridal chamber, jinbangtiming and foreign encounter Prajna, and Gado the original festive tune into these three successful scenes, resulting in a strong brand mental association.

Next, a more approachable "diary" file: After 25 hours of overtime, and finally took 51 leave, after graduating from the 1825th day of struggle, finally got to write my name Fang Ben, after a long wait 768 days, finally shook the car number ... These consumers are very familiar with the life scene, quickly resonate and interact with consumers, activities launched three days, total transfer rating more than 67,000 times, more than 100,000 people participated in the discussion of the topic.

In the past, consumers eat hot pot, stay up late, will think of a can of Gado, now, how to let consumers experience life V moment, also think of drinking a can of Gado?

On Weibo, July 22, the first female star Yang Pang to bask in life sentiment, lament their marriage, birth of these "life V moment" to bring their own surprise, and call her fans "honey" together with the @ Add more precious herbal tea to launch the # when V can encounter the activities of V cans, share their v moment.

In addition, there are a number of Sina Weibo's Plus v users, such as well-known basketball commentator @ Yang, basketball commentator @ Yujia and the World Cup in reverse forecast popular CCTV Beauty host @ Liu Yixi, all under this theme share their life v moment.

Led by the Big V users on these networks, #当V时刻遇上V罐 # quickly jumped into a hot topic and became a popular headline for Twitter.

Offline, Gado United Wuhan, Beijing and Nanning, Xi ' An and other media, planning a series of "Life V moment" landing activities, so that consumers feel, V is a symbol, represents the life of those who achieve success, feel the joy of the moment, conveying optimism, positive energy.

Gado Joint local media, held a series of "Life V Moment" activities: "Life v Moment" happy to send the award activities, consumers in the designated restaurant meal, consumption plus a lot of precious drinks can draw, bonuses ranging from 20-300 yuan. Many consumers in the prize, the Gado to bring their own V moment happy unceasingly, to "share" as the theme, to create "Life v moment · V Talent "activities, with the XI ' an summer hot pot festival cooperation, witness the ancient city cargo" v moment ", Mother's Day, Tanabata, college entrance examination and other festivals and events, so that Gado become the best standard of the life v time ... Many consumers are experiencing v-time, said, drink cans plus more than a good sound v pot of cold tea special occasion.

In "Life v Moment" topic behind, Gado and V-shaped sign bundle, deepen the consumer Heart Classic brand Union memory, this is stimulated the consumer to Gado herbal tea more goodwill and loyalty, finally drive them to buy. Gado a series of "brush Wall" posters at the premiere of a good voice, and was rated "the funniest show to watch the invitations".

Convert Sales: v cans in hand, want to have

Jinbangtiming, friends together these "life v moment", it is indeed worth a can of a jar plus more than a good sound v pot of herbal tea, but for those who do not have v moments in life, how to let them join in? Add many treasure Incarnation Universal V can, for consumers to bring v moment, realize "V cans in hand, want to have".

July 23 Night, Gado official Weibo released a news that has the national father-in-law Han Han's film debut "After the" Chang! Add a lot of good sound v jar Avatar movie tickets, consumers as long as the hand with a lot of good sound v cans, can be free admission to the shadow.

South Korea's most fiery youth idol combination EXO9 will hold a concert in Beijing, Universal Gado V can also become a concert ticket, through the @ South Entertainment Weekly to fans issued invitations: as long as you and Gado good Voice v cans of photos and friends to share your life v moment, it is possible to get Exo concert tickets. In only 3 days, the message is forwarded more than 200,000.

Near the mid-Autumn Festival, many people will borrow this reunion of the day, with family, friends to eat a reunion meal, but often encounter many people full, unable to order the embarrassment of the table, can not enjoy the "reunion v moment." Omnipotent Gado v cans again, launched the V Pot reunion meal free booking activities, September 1 to 4th, including the national designated 10 cities in the city of consumers, as long as the participation of the official micro-BO herbal tea and micro-letter interaction, there will be a chance to enjoy hand-held plus more precious sound v cans to the designated restaurant directly enjoy the benefits of Reunion dinner. The event just on line one day, the number of forwarding more than 6700 people, #万能的加多宝V罐 # topic reading more than 9 million, micro-trust Friends Circle is also add a lot of good sound v cans occupation.

If said, the movie ticket, the Mid-Autumn Festival reunion Banquet embodies the Gado good voice v cans "The ability", that it launches during the Mid-Autumn Festival "The Universal Gado V can the Moon risk", for the moon's cloudy round lacks insurance, truly has demonstrated the Omnipotent Gado v cans "omnipotent".

Mid-Autumn Festival that night, Gado ingenuity to launch # Universal Gado V can Moon insurance #, promised in the Mid-autumn night due to weather and other reasons can not see the full moon of netizens, may apply to the Gado "mid-Autumn Moon risk", as long as in micro-bo, micro-letter on the Sun to participate in the screenshot + did not see the moon voucher, there will be a chance to get Gado

Throughout the summer, add a lot of good sound v cans almost everything "contracted" people all happy, the joy of time, has exceeded the "herbal tea" positioning, but also will Gado new brand connotation-success, joy-deeply implanted into the consumer's mind, the Gado v culture chain was opened, v culture momentum rise.

Through the entertainment effect of good sound and the "Life V moment" line under the top of this summer's hottest topic, add a lot of good sound V can trigger a new round of consumer trends, like someone ridicule: summer has the Triple gem, watermelon, good voice, Gado, add a lot of good sound v cans have become home necessities and visit relatives and friends when the popular.

Since the listing in April this year, add more bao good sound v cans all the way the market response is enthusiastic. Gado held in the "Win-recharge jackpot" activities, the daily average of more than million redemption, up to now, 55567919 people have participated in the redemption.

The "marriage" of Gado and good sound is the "big brand, big platform, big event" brand marketing strategy of a successful case, it and good sound cooperation, break the brand traditional entertainment marketing methods, not just a simple naming business, but a deep partner; through hard wide, micro-letter, micro-BO, SMS and other online channels, three consecutive years in the same entertainment program plowing, Gado has become a brand to play the benchmark of entertainment marketing.

"Theoretical Analysis"

The law of adhesion behind the detonation

"Tipping point" (also known as the "detonation of the Pop") book, the author of the Gladwell of the social sudden trend of research as a starting point, from a new perspective to explore the control of science and marketing model. Thought, behavior, information and products, he said, often spread as quickly as an outbreak of infectious disease, the moment it erupts, the moment when it reaches a critical level, which is a tipping point. For example, the 2012 "Good voice of China" column turned out to be a tipping point. It is based on a few years of television reality show such as "Non-interference" and so on cumulative, and its own success model and operation has become a reality show "detonated" fire. Gladwell talked about the "tipping point" of several laws, one of which is the "adhesion factor law." It is concerned with the process of understanding and remembering, by consciously creating a process of understanding new things, and by helping audiences to memorize points in various forms.

Three practical tactics:

First: Once the proposal becomes practical and personal, it will be memorable.

Second: Really useful marketing is what we find useful marketing it? Useful "standards must be around the" your "consumers do a comprehensive and detailed research to give the solution.

Third: If you seriously consider the structure and form of the material, you can greatly enhance its adhesion. Small innovation can also bring big results.

You can see that add more treasure "good voice" 3.0 marketing, there are excellent examples: for example, Gado first let the V-shaped sign on the pot, and rely on this logo, successfully molded the "Life v moment", auxiliary communication technology innovation, dissemination of content innovation, offline channel support, a variety of resources to create a "life v moment" topic spread.