From "super idol's smile is not as sweet as yours", to "you love me, I love you, Michelle Bingcheng is sweet and sweet", the two hit songs in June were called "banned songs for the college entrance examination" by the majority of college entrance examination candidates "——As long as you listen to it, the melody of brainwashing will not go away in your mind for a long time.
Different from some of the previous brainwashing songs, these two hit songs are part of the brand's social marketing, and both have achieved a sufficient amount of breaking circles, attracting a large number of second creations and follow-ups. If you have recently swiped Douyin, you must have been covered by "You Who Love 105°C"; and if you are a user of station B, there are already a large number of magic modifications and minor language versions of "Misue Ice City Theme Song" on the platform.
"You who love 105°C" is actually an advertising song made by Watsons distilled water products. The connotation of the product is that Watsons makes water with five degrees of love that is more than 100°C. With such a communication concept of 105°C , thus inviting Ah Si to create. Up to now, the topic degreeyou# has been played 3.3 billion times on Douyin, and more than 302,000 related videos have been created.
Don't worry, this is just a platform of Douyin, station B and other platforms, there are still a lot of spread and second creation works. No matter how you calculate it, this wave of promotion by Watsons should be a steady profit.
Michelle Bingcheng VS Watsons, how did "Divine Comedy Marketing" become popular?
And "Mixue Ice City Theme Song" is even more exaggerated. The officially released video has exceeded 13 million views. You must know that when the official content of the brand breaks the circle, the B station will often limit the flow, and even so, it can't resist Mixue. Bingcheng's screen. According to the content of the official theme song Erchuang, there are also a large number of videos that have exceeded 3 million. In addition, the theme song has a lot of exposure on almost every platform on the entire network.
In any case, in order to achieve the level of communication like Watsons and Michelle Bingcheng, it is far from being able to complete the media placement. Therefore, when we analyze these two cases, we should focus more on "Divine Comedy Marketing". matter.
What's more interesting is that these two cases of breaking the marketing circle are not the latest works.
"You Who Love 105 Degrees" was released as an advertising song for Watsons distilled water as early as 2019, and was subsequently used for editing and editing for a period of time. Perhaps because of the lyrics, it often appears in fan support scenes.
In April of this year, this song was widely used by Zhang Zhehan's fans, and at Zhang Zhehan's birthday party in May, he himself sang a piece of this song, which subsequently caused a large number of second-generation works on the short video platform. It can be said that fans of the fan circle are the key node to promote the "Divine Comedy" out of the circle.
The same is true for "Misue Bingcheng Theme telemarketing list Song". According to the official disclosure of Michelle Bingcheng, the creation of this theme song has been completed by the end of 2019, and the theme song promotional video has also been produced in May 2020. The brand originally planned to pass the offline Channels pushed a wave, but with little success. Nearly a year later, in June of this year, when the theme song promotional video was uploaded to station B, it inadvertently detonated the entire network.
Most of the phenomenal cases of breaking the circle have the superposition of such accidental factors, but "Divine Comedy Marketing" is indeed a long-term and effective communication method, and it can stay in the hearts of consumers for a long time. Let's take a little inventory of it.
There is no need to talk about the classic Melatonin advertisements. In the early days, OPPO BBK used a melody of "I had a cold in that corner" when promoting its own music mobile phone positioning. With the fresh image of Song Hye Kyo's spokesperson at that time, it became a popular brand. A classic in advertising marketing. At that time, this commercial song was not only popular all over the country, but also served as a ringtone and ringtone for many users. The popularity of the advertisement even promoted the emergence of related audio novels and audio dramas.
Michelle Bingcheng VS Watsons, how did "Divine Comedy Marketing" become popular?