Why is internet company advertising a keen star?

Guide: Look, the Internet circle began to blow star endorsement Wind: Yang endorsement 58 with the city, Chen Xie na has endorsed net, Lin Chi-ling became the goddess of Gold map endorsement, Lin and his son contracted cattle tourism network, Kim Soo is frequently in Sogou, Tencent frequent appearances, shop 1th please Chen Yao do shopping goddess, Ctrip please Chao to deduce "say go on the trip" ...
Kim Soo because of "you from the Stars" fire, Tencent mobile phone butler and Kim Soo positioning is undoubtedly very consistent-protection and security. Presumably because of Kim Soo endorsement, Tencent mobile phone Butler successfully captured a large number of users ...

Looking around, the internet began to blow up the celebrity endorsement wind: Yang endorsement 58 with the city, Chen Xie na has endorsed net, Lin Chi-ling became the goddess of Gold map endorsement, Lin and his son contracted cattle tourism network, Kim Soo is frequently in Sogou, Tencent frequent appearances, 1th shop please Chen Yao do shopping goddess, Ctrip please chao to deduce "Go on a trip" ...

Why do internet companies increasingly favor celebrity endorsements? What are the strategies that internet companies have in looking for spokesmen? "entrepreneur" &i dark Horse today to do a stocktaking.

1, Net-chen Yao, Xie na

2011 Spring Festival before and after, Chen Yao drove a donkey to go to the market an advertisement in the TV, Subway, bus station on the mass delivery, "NET, everything has" also deeply rooted.

Standing in the choice of strategy, Chen Yao just became the new Jin Bo Queen, Micro Bo also is Sheng, net signed Chen Yao not only attracted a lot of hot discussion and attention, simple and clear advertising words also let net brand.

With Chen Yao gradually toward the Queen, July 2013, Market change spokesperson for Xie Na. NET CEO Yang Hao-hu also said in a public interview that the reasons for this choice: "Xie na humorous, happy, pro-people style and net brand temperament is very fit, in the investigation, Xie Na in the net user preferences of the highest score."

NET aimed at the majority of users blue-collar, as a happy camp hosting a sister Xie Na, but also more biased towards young and ordinary viewers, the audience age and quality are slightly below.

Fit Index: ★★★★

Success Index: ★★★★

2, 58 city-Yang

After the 2011 net ads, the competitor 58 after discussion also decided to enable the spokesperson Yang. For a time, Chen Yao and yang ads across the cross play, not lively.

58 with the city Yiu Jingbo before the "entrepreneur" and I Black Horse interview said: They are using product ideas to choose the spokesperson. At that time, 58 invited Maozhong advertising director, in the selection of spokesmen, there are two considerations: spokesmen on the internet to be popular, and the future influence can not be smaller than Chen Yao. At that time 58 than the film and television drama in the future scheduling, micro-bo forwarding volume, the number of fans, and so on, finalized the Yang as a spokesperson. Coincides with the yang because of the fire, and through the play and 58 of the city's advertising word "a magical site" also very fit.

Yiu Jingbo also said that the selection of Yang as a spokesperson, she also often in the event to help forward micro-blog, 58 of the city's brand awareness has a great help.

There is also a very important point is that in the competitor net Force online advertising, 58 tightly follow (because of the intensity of the launch, Yiu Jingbo also apologize for this), in the public mind does not fall in the brand this piece. Yiu Jingbo says he doesn't allow rivals to pursue them with advertisements.

Fit Index: ★★★★

Success Index: ★★★★

3, the Gold map-lin Chi-ling

November 2013, the gold map announced the signing of Lin Chi-ling, "national goddess" began to endorse the map and its navigation products. This is also the first to enable the star spokesperson for brand communication and expression, and played a "goddess map" concept.

The reason was given at that time, the choice of Lin Chi-ling as a spokesman for the German, in addition to the importance of its super high popularity and influence, but also because Lin Chi-ling showed the dedication and health image. This with the "professional", reliable map navigation services have a natural fit.

The highlight of this endorsement is that, in addition to the image of the endorsement, Lin Chi-ling, the goddess of the sound of the voice of the map of the navigation services. You know, the biggest audience of map navigation is the "driving group." Lin Chi-ling is how many people's goddess this is not known, but small series said that the boys around but very much eat the sister of Zhi-Lin, the one set of the whine.

Just in addition to this bright spot, and did not see Lin Chi-ling and the special matching of the advertising film and propaganda language out, it is a pity.

Fit Index: ★★★★

Success Index: ★★★

4, Sogou search, Tencent mobile phone Butler-Kim Soo

With "You from the Stars" a cannon and red male God "Professor" Kim Soo, become the new favorite of Chinese advertising industry. Sogou Search, Tencent mobile phone Butler is frequently invited Kim Soo appearance, attracted a lot of eyeballs.

Tencent mobile phone Butler is Tencent this year launched the "Tencent security" brand strategy, as previously said, by virtue of "You from the Stars" and a gun and red Kim Soo and Tencent mobile phone butler positioning is very consistent. Sogou search in the last year by Tencent announced the injection, brand propaganda is also quite large, with Sogou search in the field of mobile search gradually expand the ambition, attract more users have also searched for Sogou's important goal.

Don't say you don't know the world. Although Kim Soo recent frequent appearances in China attracted some people resent, but according to the small series of actual observation, Kim Soo in the popular popularity, which also for Sogou search and Tencent mobile phone Butler brought a lot of new users loyal and recognition, but also attracted a large number of attention. But privately, Tencent mobile phone butler and Kim Soo a higher degree of agreement.

Fit degree: ★★★★☆

Success Index: ★★★★

5, mobile phone taobao-min

2014 before the Spring Festival, Taobao announced the Korean popular actor, singer Min officially become Taobao mobile phone client image spokesperson.

"The most important part of online trading is to resonate with consumers and build relationships of mutual trust," says Ali. "Korean actor min A great wave in China, so we chose him as a spokesperson."

As just boarded the CCTV Spring Festival Party min, the popularity of no doubt, fashionable, fresh style is also very suitable for Taobao, for mobile phone Taobao promotion has brought a lot of brand effect. Min in Taobao endorsement when wearing clothes, mobile phones have become a popular Taobao search vocabulary.

Fit degree: ★★★★

Success Index: ★★★★

There are also a number of endorsements of the stars are not listed here. Back to the title, why do internet companies like to use celebrity spokesmen?

1, fierce competition, the need for brand effect

With the rapid development of the Internet, the competition among Internet companies has become fiercer. And star of the star effect, can let internet companies play the brand effect quickly, make it stand firm in the market competition.

2, strengthen the brand image

It can be seen that the Internet companies in the choice of spokesmen, the elimination of the size of fame, more concerned about the brand and star of the fit. Use the star's own brand temperament, and the internet company's own products to strengthen cooperation, can make the brand image more deeply rooted.

3. Attracting new generation users

It has become an important object for Internet companies to snatch. They are born together with the Internet growth, dependence on the network is particularly large, there is a sentence called "the World".

Choose their favorite star endorsement, you can quickly attract the attention of the next, and in the company to rob new users, get the opportunity.

4. Improve the efficiency of outdoor and TV launch

Internet companies in the early days mainly rely on Baidu Google and other search engines to get accurate users and traffic, but when enterprises grow to a certain time, it is necessary to access through the outdoor and television to get unfamiliar users, the cost is very high, put tens of millions of dollars, need to have a star endorsement to import, improve conversion rate. The fair and the 58 are very good evidence.

But small series have to remind, choose Star endorsement or be cautious. Star Famous, is also a lot of, remember to do a good job of crisis PR preparation. Also, remember enough endorsements fee Oh!