The original life: let "Chu Orange" to become a "cross" story

The long market transformation of the road, so that Chinese enterprises brand building has a different "focus"-from the 80 's to "tamping products" to protect the brand, to the 90 's "shop advertising" to expose the brand, and then to the 00 generation to "extension channels" to the landing brand-in different historical periods, pay attention to brand building enterprises, Often can become the industry's extension passers-by, and even become the industry's first echelon leader.

With the advent of the internet thinking era, "Chinese-style brand building" has come to a bottleneck. We suddenly found that all the previous efforts, but in the satisfaction of "selling products" party a thinking-homogeneous products, onerous information, white-hot channels, so that the brand from the consumer's point of view become "more sexy", become the most need to consider the most difficult to meet the brand topic.

The original life: let "Chu Orange" to become a "cross" story

In the "2014 China New Media Entrepreneurship Competition", media people Lin Chufang said: "Chu Orange can wholesale to 8 yuan a kilogram, some oranges eight hair no one wants, the middle of the difference of 7 2 is where to come?" from the content to ... In a sense, Kingkian's story is content. I'd like to buy this orange, even more expensive. ”

Lin Chu Party points out the "Chu Orange" in the brand building of the story of charm. However, the success of "Chu Orange" is not only related to the "Kingkian story". As an important promoter of the "Orange" brand, originally, the Life network in 2012 after the success of the "Inspirational orange" label, but in the market research found that many young people do not understand the story of the Kingkian background, even "even if the understanding of the previous generation of things, and their relationship is not particularly big."

Thus, in the original network of the operation, "Chu Orange" and the views of the leadership of the interaction between the start--they gave the carving master's packaging is "even if you are very rich, I still think you are very handsome", sent to the "post Masan biography" of the author stream Lianshui purple is "micro-orange to greet the small lord"-these naughty interesting custom packaging, seemingly is " Shake smart, play mouth skin, but in the word between the leaders of these ideas reflects the brand story. Naturally attracted them to the microblog on the initiative to bask in the list.

Since then, life has also launched a "Kingkian and China Youth inspiring role model" video series. In this series of films, young writer Jiang, former Chinese famous female volleyball player Zhao, the dancer who accidentally fell into high paraplegia in 2008 at the opening ceremony of the Beijing Olympic Games Liu and other new celebrities have told their own inspirational stories in succession Kingkian--the story of Kingkian and the story of the new generation of celebrities. Level has produced a very consistent "through", but also for the brand's story-building has taken a more sexy step.

The so-called "coincidentally" to "tell stories" to promote brand building, thereby enhancing the brand sexy degree of the internet thinking of the times so quietly.

Gado: The story matrix of the public interest big coffee

Mention Gado, the first thought is that it for the tea category of the resurrection of the contribution, and then it is the ability to create and sell topics. From the "Fear of Fire" function slogan, to sponsor the "Good Voice of China" and other entertainment events, Gado in the brand building has never limited themselves to a certain category of thinking, but the feelings of consumers as a starting point.

In addition to these business practices, Gado in the corporate public service is more creative--2014, in line with the "one class" support activities, Gado launched the "Support for children to stay behind the dream" activities, activities on July 31 in micro-BO, micro-letter dual platform launched at the same time, called on netizens through the forwarding/ Share activities to participate in public welfare activities, for "a class" support line activities to refuel, for the left-behind children to offer love.

In a short span of 14 days, a total of 537 people on the micro-blogging platform, the interactive volume of more than 100,000 times, of which 500 yellow v automatically participate in activity forwarding activities not only get "Gado? Students love" to participate in a class of students to teach video support, Chinese good voice students Xuan Xuan for a lesson to teach point praise; " More get @ China sound and people from all walks of life recognition and affirmation.

And in the synchronization of the micro-letter friend currency interactive activities, according to official statistics-the number of active participants up to 30649 people, the activity page total visits to 174,150 times, the original number of activities to launch 4270, the number of forwarding up to 1461 people, the average page stay for 3.5 minutes; The event donated 39,250 dream coins.

Behind this series of interactive results, the most basic is Gado for the new media grasp and application, and the deeper level is Gado for its brand story assets combing and application.

"A company's power is limited, Gado hope that through their own bit of effort to promote good, to promote more public interest and participation in public welfare, to create a ' public good ' atmosphere, so that public charity in a wider range of spread, and jointly promote social progress." "Add many Treasure Group brand management Department deputy general manager Wang Yuequi has said."

Under the banner of "public good for all", it not only promotes the mutual enthusiasm of every social individual for public welfare, more on the interactive track to focus on the "related people and institutions" of the transfer, not only to achieve the brand story in the social media matrix presented, but also make this story in the public Welfare level show influence (China's good voice and its players support), Professional (China Youth Development Foundation support), historical sense (to the support of students), such as deep sexy connotation.

Sina Weibo: "After Life" story bridging

As a product of the media, Sina Weibo has a natural "story" gene. Every day as long as one open Weibo, a number of hot topics can be used as the fastest speed integration of the show, the formation of a lively and material micro-story.

Take hot hot 600 million Han's debut film "After the", the entire film's marketing core positions are very easy to generate topics and discussions on the micro-blog, to achieve the production from the promotion to word-of-mouth accumulation of the integration needs.

For example, there was no press release at the start of the action, but instead the actor was selected on Weibo. Every time an actor is released, Han, the actor and the official micro of the post-term will all start a joint interaction. On Weibo, Chen Bailin, director Han and other cast members, Dan, Feng Shao and "After the", the official micro, the total number of fans more than 90 million, for the film's potential Word-of-mouth has laid a solid foundation-according to statistics, Han Cold announced the cast of 8 microblogging, a total of more than 700,000 interactions.

Of particular concern is the studio's microblog for the "dog actor" in the show, and applied for certification, to become a micro-blog certification of the first "dog actor", Madagascar's every micro-blog has nearly thousands of praise, and become "after the" in the brand matrix the most stunning.

In addition, in the preparation of the film, Han has been in the micro-blog to bask in the photo of her daughter, through the "Meng-stay" style of presentation, to create a "national father-in-law" of the image of the pro-people, not only that the topic has rushed to the top of the topic of Weibo hot topics, but also let this film in the brand story to achieve more "bridging", Make the film look particularly sexy.

Internet thinking is essentially about people's attention, and even the excavation of human nature. The story-telling needs of the brand are more responsive to the public's higher pursuit of the brand, which allows the brand to communicate more sexually with consumers.

This reminds me of Benjamin's passage in 1936: "Experience tells us that the art of storytelling is dying." We have to meet a person who can tell a story to the core, and less opportunities. If someone says they are willing to listen to the story, Ten will be embarrassed. It seems that something that is indispensable to us, our most insured, is stripped from us: this is the ability to exchange experience. ”

Can you tell a story as a brand planner?