Diamond Bird and Ma Jiajia cooperation Tanabata advertisement

Absrtact: "Editor's note" as a well-known pioneer of the Ma Jiajia, the label affixed to the body of the obvious, sexy, insolent, do not follow the common sense of cards, these seem to represent the luxury and love of the diamond has no connection. But in this seemingly striking situation

"Editor's note" as a well-known career pioneer, affixed to the Ma Jiajia tag is obvious, sexy, insolent, do not follow the common sense of the cards, these seem to represent the luxury and love of diamonds have nothing to do. However, in this seemingly striking case, diamond birds have resolutely chosen Ma Jiajia as the spokesperson of the Tanabata products? In a conversation with the Diamond Bird COO Liu Shihao, the billion power network tried to find the answer behind it.

The Tanabata advertisement of Diamond Bird and Ma Jiajia cooperation

Billion power network: Why will choose Ma Jiajia?

Liu Shihao: A very obvious phenomenon, the diamond bird users are from 85 to 85 after 90 after the transfer, more and more users began to buy our products. Choose Ma Jiajia is to better expand the market.

We choose Ma Jiajia is not because of her as a sex product spokesperson's identity, but fancy her kind of courage to express their own ideas, Ma Jiajia as a representative of the people, a symbol of dare to say, dare to love, dare to have, she represents a kind of their own maverick discourse right, and dare to break the spirit, And the demand of the user is very fit.

"Love in the Tanabata, easy to have", this is the diamond bird for the special product positioning of the Tanabata. The cooperation with the horse Allison is to cater to today's new love consumption view: When the diamond is no longer unreachable luxury items, love more easily easy, then the traditional meaning of the valuable diamond products in the current population can also become a "handy" thing.

Billion power network: In many people's eyes, Ma Jiajia speak more jump off, unbridled, also very "unprincipled", and the impression of diamond birds is affinity, very pragmatic, some "tall" feeling, the difference between the two styles will not let users of the Diamond Bird brand awareness of the deviation?

Liu Shihao: Cooperation with Ma Jia Jia is just one of our exploratory attempts, does not mean that the diamond Bird's tone has always been so. Diamond birds are trying to explore the changing style, the next time we choose the spokesperson may be another style.

Billion Power network: We notice that the Ma Jiajia of this group of ads is mainly on the Internet, and did not enter the line, this is deliberately for it?

Liu Shihao: Yes, we decided early this time the partnership with Ma Jia should be spread on the internet. An important reason is that the Internet has a high coincidence between the Guest group and the group. In addition, Ma Jiajia as the internet industry, the popularity of the internet is also higher.

The Diamond Bird line under the marketing strategy is more conservative offline, online more radical. such as the Tanabata, we online with the "Fashion Cosmo" magazine jointly held the Goddess Festival, Jon, Qi, Tang Yixin and other stars in 10 cities "roadshow."

Billion power network: A few groups of advertising words are bold and sexy, sexually suggestive ingredient, this is the diamond bird has not had before.

Liu Shihao: A few words of advertising speak well of the characteristics of a diamond bird product. We have expected to be controversial, including a number of controversies over Ma Jiajia in the previous period. We have prepared the failure plan in advance, but now it seems to be not used, the marketing effect is very good.

The data from the diamond birds show that as of July 25, Sina Weibo platform on the advertising copy as the blueprint of the # Diamond Bird Body # Topic, the discussion volume reached 11,000, reading volume 1.614 million, the topic reached the 10th, 24-hour list 101, attracted nearly hundred plus v users, Micro-Broad to participate in the broadcast, and boarded the "entertainment gossip" of the table, appeared in the Sina Weibo sidebar "Hot topic recommended."

Ma Jiajia, the real name of Zhang Mengning, the founder of the brand powerful, and a representative of the Internet thinking, but also because of the boldness of speech and hot caused a lot of controversy. has been in Jiangsu satellite TV "Non-interference" in the No. 323 phase of the number 11th female guests, is now "fashion Cosmo" digital editor-in-chief.