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

"it's not that small cups can't afford it, but that big ones are more cost-effective." Contemporary young people practice the shopping consumption concept of "reverse consumption" in life, advocating "can buy expensive" but "never buy expensive". Insight into the trend of the return of people's rational consumption has become a breakthrough in brand marketing.

During the Singles' Day holiday, Kuaishou joined hands with Oriental Satellite TV and JD.com to create a "super-money-saving conference" around the theme of money-saving recommendation, inviting guests such as Mao not easy, Huang Minghao, Yang Chao, Zhang Da, Xing Xing and Liu Yan to join them, presenting fancy performances and interesting interactions, deducing current hot consumption topics, integrating consumption-saving recommendation strategies in various programs, and creating a "service-oriented" party to recommend "saving money" to promote consumption. To "pull grass" to help "recommend", directly hit the pain points of users' life and consumption, and get through the new path of quality and effect coordination of the evening project.

The party was broadcast synchronously in the direct broadcast rooms of Oriental Satellite TV and Kuaishou @ Oriental Satellite TV, achieving the first viewing of the eight networks. The total number of viewers in the Kuaishou live broadcast room exceeded 150 million, the highest number of people online at the same time reached 2.672 million, and the total number of likes reached 11.09 million. The total exposure of the party is more than 10 billion, and the number of Kuaishou topics has reached 2.7 billion, enabling JD.com to release the content marketing value and realize the outbreak of the voice of the Singles' Day event.

The star talent has become "stingy", staging the annual "money-saving show".

Consumption is not wasted, burden reduction is not degraded, "province" has become the core keyword of Singles Day holiday. With the theme of "save it, it's really cheap", and centering on the demands of consumers to "save money", the party designed a variety of program forms, such as music, language, and recommendations, to teach viewers "money-saving skills" and dig up the "stingy search guide" for contemporary consumers. presented a good-sounding, good-looking, fun, good knowledge of the Singles Day money-saving recommendation ceremony.

At the beginning of the party, Yang Chao, captain of Hui buyer, and Zhang Da, captain of Provincial Talent, led the guests, bringing everyone the opening song and dance "are very beneficial" and singing the "money-saving Manifesto" ignited the enthusiasm of the audience. At the same time, Yang Chao, an energetic girl, was surprised to walk across the border on the crosstalk stage for the first time, interacting with Zhang Jiuling and Wang Jiuling, taking stock of the "reverse consumption guide" of young people at present. in full of laughter conveyed the "consumption should pay attention to cost-effective" shopping concept.

Xu Zhisheng and Hulan formed a group of "aspiring to come out". For the first time, their partners challenged Mancai and talked about "saving money to see two or three things about Jay Chou's concert." the ironic "stingy" operation peeled off the "stingy daily" of contemporary young people, and at the same time, it also made users feel that in order to save money and realize their wishes, how hard young people can work.

Thus it can be seen that by excavating the consumption state generally pursued by the current society, this "super-money-saving conference" focuses on the "money-saving password" of all kinds of people and the life wisdom contained in it, and runs through the whole party with the concept of "money-saving" as the main line. stimulate user interest and realize the trinity of the party idea x brand demand x social concern.

The integration of content and commerce to create the first "service-oriented" e-commerce party

Compared with the traffic feast, what people really care about is their own lives. The "super-saving conference" jointly created by Kuaishou, Oriental Satellite TV and JD.com makes the Singles' Day Gala no longer just a beautiful show, but also a money-saving encyclopedia "related to me and useful to me". It has become the first money-saving recommended theme of the "service-oriented party" of the whole network.

In the process design of the party, the "super-saving conference" focuses on the consumption scene of users, focusing on the four themes of "clothing, food, housing and transportation", creating four parts of "super-saving clothes", "super-saving dry meals", "super-saving home" and "super-saving travel". Carry out the game of "super-saving competition". In the "weighing heart" game, Yang surpasses the hilarious interpretation of how to transport the Loach, and leads to the source of JingDong Fresh straight hair, efficient delivery of the brand message; in the "separate travel" game, Li Zefeng played his own name "homophonic Terrier". It is recommended that everyone travel "Zefeng", that is, choose the wrong peak time to travel.

In addition, in addition to the conventional content and form, the party creatively created a "JD.com welfare recommendation link", specially invited guests such as Li Xikan, a grass official, to share money-saving dry information and explode varieties of grass on the basis of the four themes of "clothing, food, housing, and transportation". By creating the form of recommendation room, "JD.com welfare recommendation link" starts from users' lives, realizes scene consumption recommendation, shares practical information with high concentration of selected items, stimulates users' interest, and doubles the grass-growing power of parties and brands.

In the integration of entertainment content and consumer recommended practical information, the "super money-saving conference" shares money-saving stories and practical strategies with stars, providing more diverse "Singles Day information" for each "home of life" who watches the party, not only to meet the leisure and entertainment needs of users, but also to achieve the party concept of "watching a party can save money". For brands, the "super money-saving conference" not only creates a carnival atmosphere and expands the brand volume, but also promotes the integration of brand concept, business placement and party content, further increasing the commercial value.

JD.com and Kuaishou joined hands for three times, and the marketing value of the network linkage party was verified.

In fact, following the National Tide Festival of Singles' Day in 2022 and 618 in 2023! After Comedy Night, "Super money Saving Conference" is JD.com 's third joint party with Kuaishou cooperation network. From national tide non-heritage culture, to national comedy decompression, and then to practical and money-saving recommendations, Kuaishou continues to integrate content and commerce with innovative evening topics and multiple program forms, and create a deep co-creation with JD.com. Three-dimensional construction of national awareness-network-wide communication-global transformation of the party marketing link.

In the perception of the whole people, the "super-saving conference" forms a spiritual resonance with the consumer group with the theme of "money-saving recommendation", which meets the needs of the consumer market, and transmits the brand mind through the various program content of the money-saving theme. The content of the party received 176 hot searches and hot lists across the network. # awakening said that he welcomed Lu Yuxiao to join the entertainment industry, # Yang surpassed her own make-up, # Lu Yuxiao red dress female general shape, # Mao is not easy, light wind anxiety and other topics on the multi-platform hot list.

In the spread of the whole network, the "super money-saving conference" achieves user touch efficiency across scenarios, widely obtains public domain traffic, and promotes the precipitation of private assets through the linkage of large and small screens. The content extension of "big screen premiere + small screen second creation + star / talent borrowing" is formed. According to the data, the total viewing of the evening Kuaishou live broadcast room exceeded 150 million. Satellite TV Live achieved the first eight-net program in the same period of time, and took the lead in the whole process, with 2.7 billion topics played in Kuaishou station.

In the global transformation, the "Super money Saving Conference" is equipped with multi-scene brand implanted rights and interests, such as brand oral broadcasting, and set up JD.com recommendation links, and Kuaishou live room is also equipped with marketing components such as small bells and activity card pushing. users can jump to JD.com 11.11 activities with one click, thus opening up a closed marketing link from content recommendation to commercial transformation.

With the continuous optimization and enrichment of business forms, Kuaishou will continue to cultivate multiple marketing models such as network linkage marketing, meet diverse and differentiated marketing needs with brand customized content, and release broader commercial value space with more boutique projects. bring more new marketing increments to the brand.

Welcome to subscribe "Shulou Technology Information " to get latest news, interesting things and hot topics in the IT industry, and controls the hottest and latest Internet news, technology news and IT industry trends.