Shulou(Shulou.com)11/24 Report--

Spring Festival has always been an important marketing node for advertisers. Recently, Yu'e Bao and Kuaishou created a large-scale Spring Festival custom event with "more than every year", which played the exclusive 2023 reunion song.

The warm hearts of the national-level short video platform and the national-level financial platform join hands and join forces, taking the popular culture as the resonance point, innovative interactive games and Spring Festival welfare as the starting point, sending the good luck wishes of "happiness and prosperity" to thousands of families. it also allows more people, especially contemporary young people, to regain the flavor of the New year. As soon as the project was launched, it became hot and quickly fermented to various major flow platforms. up to now, the activity has been 1 billion +.

The creative play of the two platforms attracts attention

The event started on January 3 and lasted until January 15. Kuaishou clung to the theme of "grab a golden koi to have more than every year", took short video and live broadcast as the transmission carrier, and took "snatching gold transporting beads or 48888 yuan red packet rain" as the core welfare. fancy interaction is carried out from the four content dimensions of creating annual situation, saying annual sound, passing on annual luck and spreading annual flavor. Live broadcast competition to rob koi, "New Market China Festival" star live broadcast, the whole network to collect New year wishes and other activities have been launched.

The Yu'e Bao platform also launched "Yuelongmen" interactive games at the same time, echoing the theme of "surplus every year". The two platforms work together to directly hit the psychology of users' good expectations for the New year, so as to inspire the public to participate in the enthusiasm of the two platforms, while playing games, enjoying New year customs and guessing questions, they can also reap the joy of grabbing koi.

Star talent strongly calls on the whole people to participate in the custom of the year.

The new atmosphere of the New year, a sincere New year's greetings is a sense of ritual in the bones of the Chinese people. From January 3 to 7, Kuaishou platform launched the "Shuo Nian Yin" initiative, calling on talented people and users to shoot and release short videos with Spring Festival etiquette and customs around the five major themes of happiness (happiness), salary (promotion), longevity (longevity), joy (joy) and wealth (wealth), so as to promote more young users to understand and inherit the traditional etiquette related to the Chinese New year. Users are encouraged to actively express New year's wishes to their relatives and friends and have the courage to show themselves.

It is worth mentioning that the Kuaishou talent who participated in this event covered food, life, agriculture, rural areas and farmers, travel, finance and economics, education, entrepreneurship and other fields, and his short video works were very suitable for the theme of bidding farewell to the New year and welcoming the New year. There are those who record and share the flavor of the year in their hometown in the form of vlog, those who share their attitude towards happy life from the perspective of "old age", and those who nag about things in the workplace over the past year.

In Kuaishou, the closer it is to public life and the more humane the content is, the more it can arouse the emotional resonance of young people, thus constantly stimulating users' second and multiple creations. thus gradually evolved into a new social way for young people in the New year.

In addition, Kuaishou also invited Yang Lixin and Yang Kui, a pair of stars, to go into the Kuaishou live studio to discuss traditional folk customs and New year activities with fans in front of the screen. With its high national attention, it has attracted more age groups of users to join the interaction to share the flavor of the New year and celebrate the reunion year.

Watch the live broadcast to compete for the win-win situation of Koi.

Nowadays, collecting lucky characters, snatching red envelopes and drawing koi have gradually become the "standard match" for Chinese people to celebrate the New year. Of course, this "year-on-year surplus" Spring Festival event is also a surprise blessing of this new custom.

From January 4 to January 8, Kuaishou joined hands with head anchors of tens of millions of fans to start a live broadcast competition. Fortune, salary, longevity, happiness, wealth, one theme a day, two anchors compete, and two groups participate in the live broadcast interaction. At the same time, the studio opened its surprise benefits synchronously: for five consecutive days, Kuaishou watched the special live broadcast uninterruptedly, and users not only had the opportunity to complete the relevant word collection tasks, but also received a limited number of five gold transfer beads, as well as welfare payments such as a red packet lottery of up to 48888 yuan. Fans of the got Talent anchors cheered on and pushed the event to the best part.

Data show that the Yu'e Bao x Kuaishou "more than every year" Spring Festival activities received a total of 1 billion + total exposure. Among them, the total view of the five live competition with the theme of "Fu Lu Shou Xi Cai" is as high as 250 million +, the theme New year video covers 200 million Kuaishou users, and the total user interaction during the event is as high as 23 million +.

Watch the live broadcast, enjoy the New year customs and celebrate the New year. With the help of the Kuaishou platform, Yu'ebao deeply links the Z generation young people who have grown up in the huge digital economy with a series of new and trendy annual activities. With the emotional resonance of the traditional Spring Festival etiquette and customs of national empathy and Kuaishou characteristic content, it directly conveys the Spring Festival wishes of Yu'e Bao platform and promotes the popularity of "Yuelongmen" interactive games at the same time. Imperceptibly enhance the popularity of Yu'e Bao platform among young people.

As a result, Yu'e Bao completed its Spring Festival marketing beautiful battle with the help of Kuaishou platform.

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