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

At a time when user demand and marketing environment are changing rapidly, how can brands maximize new increments with the help of live room scenarios? On the occasion of the 15th National Fitness Day on August 8, Kuaishou "Super interesting Live Room" IP and VIP Bird held the "Spring" Games in Wulin traditional Village, Quanzhou, Fujian Province, and joined hands with ordinary people in various industries and students from different colleges and universities to stage fancy interesting sports competitions to play with trunked creative live content, strong resonance brand TVC "move lovely fireworks Quanzhou" and diversified resources both inside and outside the station. Quickly enhance the influence of your bird live studio, the whole link to meet the brand's quality marketing needs.

The creative short film performs fireworks in Quanzhou, featuring live broadcast of interesting sports competition.

On last year's National Fitness Day, Kuaishou and Noble Bird jointly released the theme short film "cute when you move." This year, the two sides once again join hands to create a 2.0 upgraded brand creative TVC "lovely fireworks Quanzhou". The short film combines the positive life and sports of ordinary people with the extremely humane and fireworks style of Quanzhou, and through the perspective of parkour teenagers shuttling through the streets of the city, as well as the lens language full of vitality, sports and sense of life, vividly conveys the brand's activity proposition of "lovely when moving".

Continuing the core of the brand short film and fitting in with the theme of national fitness, Kuaishou's "Super interesting Live Room" further tailored the concept of "National Games" for noble birds, and launched a live broadcast of the "Spring" Games on August 8. In Quanzhou, which is full of fireworks and human feelings, it brings a distinctive and interesting sports meeting, which fully shows the concept of national fitness advocated by the noble bird brand. The total view of the live broadcast on Kuaishou platform exceeded 3 million.

In the live broadcast, the two teams staged a wonderful showdown. One of them is a team of table tennis enthusiasts, park security men who love sports, ride-hailing drivers who dance in the square every day, and basketball court staff who love basketball. They love to fight, dare to fight and sparkle in their own industry. The other team is made up of mountain climbers, athletes, basketball school teams and dance enthusiasts. They are students from different schools, but they are also happy because of sports. The guests of the two teams have brought full happiness and welfare to the viewers in the broadcast room in the five rounds of super-interesting sports competitions.

Different from the traditional Games, the events of the Noble Bird "Spring" Games are unique and interesting, including interesting competition of hairpin flowers, interesting rope skipping, fancy table tennis competition and fancy clothing match. The competition not only involves skipping exercises, rope skipping, table tennis and other sports, but also integrates the special culture and delicacies of Quanzhou, such as the intangible cultural heritage "hairpin Huawei" and the nationally famous traditional spot Quanzhou fish balls. The whole sports meeting is full of competitive sense and interest, which makes the audience excited and happy.

After the fierce sports competition, the members of the two teams also wore the new costumes of the noble birds, bringing the distinguished people to the catwalk. Different from the fashion runway, Guiren Bird uses national fitness equipment to help every ordinary and glowing participant from various industries walk calmly and confidently together, out of health and happiness, to a bright future.

Centering on the live broadcast of the brand creative TVC and the Noble Bird "Spring" Games, Kuaishou fully integrates internal and external exposure resources in the project, further enhances the exposure and topic of the project, and contributes to the outbreak of VIP bird sound and long-term operation. In addition to creating @ Noble Bird Sports brand live broadcast and @ Straits Shinkansen and other media broadcast matrixes, the two sides also launched a topic of "cute when moving", calling on the whole people to move together. the topic attracted many talented people and a large number of users to share their daily activities in their lives. as of press time, the number of related videos has reached nearly 300 million, pushing up the popularity of national fitness.

Customized planning to meet the needs of the brand, integrate resources to enlarge the influence of creativity

In the era of "stock competition", the competition for consumer attention by brands is becoming more and more fierce. With short videos and live rooms becoming infrastructure, Kuaishou, which has the advantages of huge traffic and high-value users, has become the core business position of more and more brands. In the first quarter of 2023, the average number of daily active users of Kuaishou app reached 374 million, and the average number of monthly active users reached 654 million.

Relying on the Kuaishou 100 million-level traffic pool, how does the brand live broadcast get more users' attention? Good content and creativity have become an important breakthrough for the brand studio to stand out. In order to help brands create popular style live rooms, Kuaishou Magnetic engine launched the first innovative IP "Super interesting Live Room" focusing on the integrated marketing of brand live rooms in May this year, gathering high-quality talent and resources inside and outside the station to make the studio a new position for brands.

In addition to joining hands with noble birds to launch the live broadcast of the National Fitness Day of the Noble Bird 'Spring' Games, the super-interesting live broadcast room also joined forces with Libai and Tongrentang Health. Respectively to create a strong sense of contrast "Libai into the Zi to Bake Huan 'wash' the live broadcast room", the continuous explosion of the "Tongrentang worker's body West Road Health Live Studio". Through three episodes of activities, we can see that the super-interesting studio broke the shackles of a single scene in the traditional studio, and set up the studio in Zibo barbecue stalls, Gongti West Road and traditional village gun house landmarks, bringing a brand-new visual and interactive experience to viewers, making the brand live broadcast more fresh and topical.

At the same time, the super-interesting live room is also different from pure shouting hawking, by combining with popular marketing nodes to create integrated content marketing to effectively meet the customized marketing needs of the brand in the live room scene. Specifically, this time, combined with the marketing node of the National Fitness Day, the two sides customized the theme live broadcast of interesting games for the national brand VIP Bird, enhanced the brand live broadcast with fun and truncated creative content, and focused on the brand's new walking shoes, ice skin POLO, basketball sets and other products through guest clothing, host oral broadcast, lottery and other ways, and achieved sales transformation through ofo in the live studio. Help the brand to achieve the growth of the whole link of quality sales.

As a set of "creative theme + super interaction + star talent + resource boost" as one of the integrated content marketing IP, super interesting live studio fully integrates the site's exposure resources, gathers top traffic, gathers talent with characteristics, links with off-site media, and magnifies the impact of creative marketing content in all directions, Weibo exposure exceeds 150 million.

Relying on Kuaishou's continued prosperity of high-value business ecology and the fast iterative products and services of magnetic engines, "Super interesting Live Room" IP realizes in-depth recommendation of brand products with creative live content with more interesting points, memory points and topic degrees, and achieves node marketing outbreaks with themes that are highly compatible with brand concepts and time nodes. Selling closed-loop links with high-value products to meet the transformation needs of brand e-commerce is helping more and more brands to expand the radiation and influence of marketing content, fully grasp the new marketing growth opportunities in the scene of brand live broadcasting, and tap new business possibilities.

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