"There are always novelty around" series of print ads

Recently, the mobile social application of unfamiliar street in Beijing, Shanghai, Guangzhou, Shenzhen and Chengdu launched five "always novelty around" series of print ads. This series of advertisements includes a total of six, including "about him a downtown", "about her", "about to fly with him," "about him as the creator," "about her chat baby," "about her to save the Earth" , Respectively, from the perspective of sports, music, hobbies show unfamiliar user's interest and life.

Stranger market relevant personage discloses, as of April, unfamiliar street already has more than 120 million users. The six main characters of this new advertisement are all real users of unfamiliar street, hoping to show the true life of unfamiliar users through advertisements, and can tell everyone that unfamiliar street can provide more possibilities for social life so that everyone knows There are all kinds of new things. Through advertisements, the brand concept of unfamiliar street is more clearly conveyed. That is to say, people are encouraged to actively open their hearts, to meet people of similar interests, to dare to explore colorful life, and to embrace the endless possibilities in life.

Let the real user to become an advertising actor, in the street is not the first time. As early as April 29, 2013, Street Fighter launched its first print ad, "I am a street vendor," "MC Time", the first graffiti in Asia, original female rapper, Independent photographer number 223, charity entrepreneur An Hung pig, tattoo master fly, hammer technology designer NodYoung six distinct personality celebrity users as the protagonist, trying to start from the attitude, passing the unfamiliar user's personality traits. The changes in the role of the new version of advertising on the changes show that street seems to be returning to grassroots approach, trying to use a more realistic, more resonant way to interpret the brand, enhance user stickiness.

In fact, the new version of advertising is just a street unfamiliar with the "always novelty around" brand advocate carrier, belongs to the "stream of consciousness" expression, more important is whether this idea can effectively lead the user into a "mobile" to make In line with the expected behavior. It is understood that, after the new version of advertising on the line, the street unfamiliar mobile phone client update "you from Strawberry Star" theme activities, calling users to join the strawberry festival. In Beijing this year, Shanghai Strawberry Music Festival site, in addition to sponsored patrician street unfamiliar square, but also set up for users to take a group photo and upload to the big screen activities, participating activities are presented sun hat and sunglasses.

For the unfamiliar street in the marketing move, the outside world will be interpreted as a brand restructuring or brand name signal. In fact, the initial orientation from a stranger's social interaction made Momo unfairly developed in the early days of its development, resulting in a rapid increase of product awareness. Its version of iOS went up to No. 3 in the social free-of-charge category APPSTORE on the go. However, with the number of registered users surpassing 100 million in February this year, the primary issue before the streetworkers has shifted from raising awareness to building a brand image that is in line with the mainstream social values, while the new version Brand advertising is undoubtedly carrying this mission.

It is understood that, as of April this year, the number of registered users Mo Street exceeded 120 million, covering more than 150 countries, has become one of the most influential mobile social applications.