Gourmet Video program small but fine marketing philosophy

In 2012, the food craze led by China on the tip of the tongue swept through China, the gourmet documentary, which is a mixture of human and nature, inheritance and creation, geography and culture, presents the audience with the profound Chinese food culture and traditional delicacy, while bringing up all kinds of food programs and the popularity of the chef's talent show. On the other hand, also aroused the audience's interest in food, netizens to the popular recipes of the daily average of hundreds of thousands of, search through the internet for home cooking practice has become the habit of netizens.





Therefore, a lot of food programs in line with this demand came into being, "food and Beauty Class" and "Taste buds Workshop" is one of the representative works. Can not help but say, now The advertiser's response and decision-making efficiency is more and more high, the two programs just on the line to obtain the condiment leading brand home small household appliance leader Philips support.





the same food, different play





is also a gourmet, how do two programs define their own characteristics? Why do home music and Philips make different choices, but have achieved more satisfactory results?





Network consumer demand for food embodied in two categories, one is the clear demand, guidance to what to do but not too will do, want to find a video guide themselves, the video program is the basis of functional needs. This is particularly noticeable among young consumers. The other is no clear purpose of cooking, but is willing to improve their food IQ. With the consumer's online consumption behavior, the former is the ball to the front, ready to hit the shot, the latter is the transfer of cooperation, stimulate potential interest.





"Food Beauty Class" mainly focuses on the production of home cooking methods. Through the analysis of netizens ' browsing data, we found that when users search for food recipes, the results of the search are passable, not simple scrawl, or lengthy video. Concise, intuitive, systematic food production guide video set traces elusive, wasted every day the enthusiasm of millions of food searchers.





is Unilever's more than 100-year-old condiment brand, is also the world's largest condiment brand, the world daily 320 million consumers use home music products. PO is a composite condiment, not only the choice of food is more conducive to a balanced diet, but also can teach mother to change the pattern of cooking soup every day, passing the "there is a taste called home" feeling. Prior to this, home music has been presented with the product soup spectrum, feedback is very good. Home Music immediately aware that, combined with the spread of the internet characteristics of the video version of the menu value unique.








So, Archie Art and Home Le hit, a food Program "Gourmet Beauty class" was born. This program refers to the online search index, made from the search for the highest 100-way home-cooked dish, each set by a handsome or beautiful guest chef, only introduced a home-cooked dish practice, time limit in 3 minutes. To high-definition shooting methods to restore the color of the ingredients, with clear steps to show users easy to learn to cook.




The use of
condiment is the key in the course of cooking, is the natural part of the content of the food program, the Home music brand appears in the close-up, on the one hand deepened the audience to its feeling, on the other hand can play a good role in consumer guidance. Home Music brand in the program broadcast after the user's attention to the unexpected good, exponential million, second kill the same time the hottest network-made variety show, home music brand marketing innovation is again successfully interpreted.





and "taste buds" pay more attention to consumers to convey high-quality lifestyle and daily life of small skills, so that fast-paced consumers can easily cope with life, enjoy life in the delicious. This consumer demand is also reflected in the small household electrical appliances market. As a leader in the market, Philips has a series of food-related consumer products, to consumers to convey a high-quality lifestyle and innovative life philosophy, committed to become a "healthy and comfortable, quality of life" in the field of choice brand. The brand is very much in line with the focus of this stylish show.





host "taste buds" in the play space is relatively large, he/she will occasionally for your ideas, tell you a good food to do a better way. For example, if you want to make chicken soup more delicious, then put the chicken in the refrigerator for 3 hours, to keep the tofu stored a little longer, then put the tofu in the brine boil, put the cool after the water together in the preservation of the box and put into the fridge. Such a life coup, for consumers to solve a lot of small kitchen problems, but also make the show during the appearance of a variety of kitchen utensils more amiable way.





apart from the features of the two programs, the choice of two brands also reflects the background trend: on the one hand, from the network and traditional television media comparison, now the traditional TV media audience focus on aging, and young people are more use of network media, on the network search food recipes and production methods; On the other hand, from the video site, as the owner of Archie Art, Baidu a large number of data analysis for its choice to make what kind of food to provide reference, which increased the communication with the target consumer efficiency, to ensure the brand exposure opportunities.





effect from the "suitable situation" began





Advertisers and columns to achieve cooperation intention is only the first step, how to make the brand and program seamless docking, how to let the brand through the show, to the audience to show the brand connotation is a more important step.





in the "Gourmet Beauty class", home music is the first to do is the entire topic page packaging. In addition to the exquisite brand logo embodies sponsorship, but also add more interactive elements. In the topic page of the right column, from top to bottom respectively: in the form of pictures of the Family Music series; home Music's official micro-blog @ Tongo Home Music gourmet kitchen, netizens can add it for friends chat, the bottom is the home music for users set up the "homely food upgrade secret" small section, if the netizen wants to know more home-cooked dishes of the production method, Access to the official website can be clicked.




After the
is finished, home music has spent a lot of thought on how to integrate it into the content of the program. In addition to the regular title logo synthesis, credits, video labeling, such as the lower right corner of the product implantation, home le PO also as props to appear in the video production process, with its expression of the taste of home cooking is more natural, and suitable for the scene into the eyes of netizens. such as "chicken soup" needs high Tongti, at this time, the host will be very natural to the home of the PO as a seasoning products introduced to netizens, this natural brand implantation way to allow netizens to learn the practice of home cooking in the process also understand the brand, and will be in the lure of food to promote sales.





at the same time, as a home cooking introduction program, in the film as a small tip in the form of home cooking recipes to provide the most natural way to do. So, the program produced Fang art in the video set on the left side of the functional area, in this area, users can not only menu production process at a glance, and when the user needs to print the menu, click the Print button, the video page will be transferred home to the official website printing recipes, the intimate way to reflect the brand spirit of home music.





relative to home music in the "Gourmet Beauty class" In the overall brand display form, Philips in the "Taste buds" column of the external packaging is not a lot, more focused on a fashion-style display we can touch the quality of life.





in the "Taste buds Workshop", food production to use a considerable number of kitchenware, whether it's an electric steamer to be used for tasty glutinous rice, or an air fryer for French fries, or a toaster for making sandwiches, these are the places where Philips kitchen utensils can make a difference. The choice of food is also more in line with the taste of fashion consumers, original double skin milk, sour sweet pineapple rice, honey cake, sweet and sour small row, a trace of exquisite and fresh fan er.





So, in the 40 "Taste buds Workshop" production video, Philips kitchen utensils are passed through delicious food to the audience, but also Philips Kitchenware has been advocated by the "healthy and comfortable, quality of life" concept passed to the network consumers.


through these two brands for two food festival purposes different implant methods can be seen, Jia Le and Philips did not blindly in accordance with the traditional way of brand promotion, and did not adopt the same propaganda, but according to their different products and different program content, reasonable brand name and implantation. This not only ensures the quality of the program itself, but also improve the brand's propaganda effect.





aggregation and dispersed power





Food Program has been completed, the next need for diffusion and promotion, so that more netizens understand the two programs, and in the appreciation of the food production process to form a share of the program, contributing to two or more times the transmission and forwarding effect.





first of all, give full play to the Dandelion model "for the spread of life" characteristics. Dandelion mode is Archie based on the analysis of large data from Baidu's marketing form. First, data researchers will be distracted by the search requirements for gourmet video on Baidu and vertical websites. The process of making a video program is like a dandelion's umbrella seed that gathers to the root and becomes a complete dandelion; the process by which the user shares the content after watching the video, like a dandelion's seed flying to the sky, spreading the video content. The propaganda process of the two food programs is the portrayal of this pattern, which has become the search result of Baidu Search and a number of food vertical websites. After collecting a large number of audience needs (dandelion aggregation effect), more than 100 video sets to be fragmented, a single film to trigger the audience's video sharing enthusiasm, widely extended to the social media (dandelion dispersion effect).


when a netizen searches for the "braised lion Head" approach, program video will first appear in the search results, when users click this link into the production page after watching the video, users can share the video through a button to share Sina Weibo, Tencent Meager, Sohu Weibo, Renren, Baidu Bar, watercress, MSN , Tianya Forum and other social platforms. And on these platforms formed two or even many times of reprint and comment, will be food production way to more people at the same time, the brand's implanted content also passed to the audience.




The
program video is also shared into the food vertical portal, such as the shellfish kitchen, the bean-fruit net and so on. The food-sharing portal is a gathering place for food-lovers, who share and exchange food experiences, share gourmet pleasures, and introduce their own good dishes and life tips to netizens.





Fashion food idol drama "Love of Honey Side" in Hunan TV and Archie art playback, the program group invited starring Zheng as a guest to shoot "Gourmet Beauty Class", and in the interview program let Zheng talk about the views of food and their favorite kinds of food, not only attracted a large number of Zheng fans, but also attracted the " Love of honey side of the audience came to watch the "Gourmet Beauty Class" column.





in Mobile Media, Archie the introduction of video applications, allowing the program to live in the fragmented era of netizens. The netizen can through the smartphone, the tablet computer and so on mobile equipment, in waits for the waiting person, the commute process, facilitates quickly with the food and contains the brand to carry on the intimate contact.





brand Advertisers carrying these gourmet programs, through this set of three-dimensional integration of the dissemination of action, to achieve the magnificent landing of marketing planning. Therefore, the brand needs to follow the user to watch the video habit, from the Netizen's own needs, the delivery of delicious at the same time, to better convey the spirit of the brand. "Food Beauty Class" In the home music, "taste buds Workshop" in Philips, their innovative way is worthy of reference.





the beginning of the new Year of 2013, "China 2 on the tip of the tongue" preheating, the new season's food program also opened the curtain. According to the production of Fang Art revealed that the new season's food program not only for the release of the practice of home cooking upgrade, but also to the netizen more gourmet produce demand to launch a new series.