Promotional season transmission has been at the forefront of the marketing of electrician platforms, and how to achieve long-term exposure and strong inflow during the short-to-a-week, month-long transmission period is also a central demand for each brand. At the end of last year, the kyoto new product season joined the new wave news, which used high-quality original content + social topics to create a multi-line, full-story grass-planting operation, providing a reference model for electrician marketing。
Global dissemination resources
Compared to conventional transmission, the difficulty with electricians is the long communication cycle and the fragmented focus. During a month of dissemination, electrician platforms need not only to attract sustained consumer attention, but also to focus on different communication nodes in a targeted manner, creating a concentration effect and providing flow support for the promotion of specific products, which places high demands on the richness of communication resources and the management of the communication rhythm。
In more than a month of kyoto's “weeding new season”, the news of the new wave took over the kim-tong digital appliance, “flash one square metre”, the kim-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-tung-ting, the kyo-tung-tung-tung-tung-tung-tong-tung-tung-tung-tung-tung-tung-tung-ting, and a customized tvc for “flash one square metre” and the kyo-tung-tung-hing family-hong-hong-hong-hing-doa-hong-hong-hwan-hong-hong-hong-hwan-hong-hong-hong-hong-hong dresser festival, showing the ability to market。
In response to the heavy demand for long-line marketing by electricians, news of the new wave, based on its unique commercial ecology, fully exploits the dual platform advantage of news stories and microblogging, precisely serving many subject-oriented operational goals, matching multiple subject-oriented perspectives from different marketing events with a wealth of communication resources, satisfying the different dimensions of communication, such as hotspot news, social interaction, with different types of distribution material, and contortingly combining the current season with the next season hotspot, in a phased and differentiated way, with a constant wave of new commodities. Ultimately, long-term global marketing will take place over a period of more than a month of dissemination, bringing a continuous flow of electricity to the electrical platform。
It is worth mentioning that, in the context of the return of content values to marketing, this successful alliance with kyoto also reflects the new wave of news as a web-based media platform with 500 million plus ecological flows, with marketing values that go beyond just an ecological matrix, high-value users and high-quality content. This combination of marketing capabilities is more visible in the details of implementation than is possible because of the value genes of the information media that can detect changes in a timely manner, capture user concerns, be flexible in taking on brand marketing needs, and create more age-appropriate ways and possibilities for brand and consumer communication。
It's got creative power
On the basis of content genes unique to the information media, the ability and accumulated experience of news stories in terms of user insights, content production, etc. Has become a precursor. As a result, in the face of the communications needs of the different operations in kyoto, news can stabilize high-quality content and create hot spots with diversified content resources to distract users。
In the kyoto digital electric #1m2 project, new wave news, in conjunction with the kyoto branding video " onem2 dream " , shows the different possibilities created by computer digital space through interviews with three people in different fields. The video, which focuses on emotional content, has generated a collective resonance with the audience, has been involved in sharing a square metre around it and has been successfully developed through the topic + video + interactive + wheat # the flashing of a square metre # break-up event effectively contributed to the explosion of brands。
In the project #autumn life art award #, xinjiang news matches the high-altitude tone of the kyotung little cube arts ip, setting the tone of the project as a whole with an emotional mating, touchful and powerful communications structure. In particular, a communication matrix consisting of original graphics and street content has been constructed, using eight circles covering photography, tourism, fashion, emotion and so on, totalling more than 26 media accounts, to enable the transfer of content layers from people to ordinary users, taking into account rational views and sensory grasses, while at the same time acting in an artisticly contagious, accurate and deep touch to the z generation. By the end of the event, the cumulative reading of the topic #autumn life art award # had reached 270 million, and the cumulative discussion of the topic had exceeded 29,000, resulting in high heat exposure to brand names. During the event, the volume of the jingdong cube increased 3. 3 times before the comparison。
Also based on precision user insight and excellent content production skills, xinjiang news has successfully resonated with the target audience on topics related to the title video " love like i love you " , which was designed for the kyodong homes in autumn.# the number of readings # of warm-yang family members has also exceeded 320 million。
The series of high-quality content that is exported to different audiences, from digital computers, life art to home clothes, from brand video, original graphics to street content, is an expression, without exception, of the ability of news stories of the new wave to build a continuum of diverse content hot spots。
It's a powerful topic
In response to the themes of the activities of the new season, new wave also displays a strong operational capacity for the topic and provides precision and continuous orientation to the brand, taking into account the communications orientation and audience characteristics of different communication cycles. For example, the introduction of the topic #in the name of the product in conjunction with the day of poppy, so that the fans can think of the brand at once, without losing their taste; the topic of the special festival #to make a face of home town together # allowed the chinese internet to take full advantage of their sense of identity in their home country and, while attracting the attention of users, stimulated the second dissemination of a large amount of ugc content and promotional material; as for the feasts, the introduction of #lowfast food flowers from the point of view of healthy diets, through in-depth insight into the target population, has attracted two groups, including predators and healthy eating lovers, and has created a flow base for the topic and provided a suitable grassland context。
News of the new wave, which controls the operation of the topic and the influence of the circles, has done much better in the vertical sphere. The jkcd digital union (jmcc) wanted to watch the pink day project, which started with @new wave news, @youth number one, @sooningshow #photoshow # to launch the original content, launch the "show your inspiration" competition and engage the entire platform's users。
Then, with the release of the limited keith harlem version of the joint gift box, the xinjiang news microblogging matrix is jointly launching an inspirational collection that engages the entire vertical realm of art in the autonomous dissemination of the blue v, creates the influence of the tide, constantly brings traffic and heat to the topic of the event, and produces high-quality ugc topics that sustain grass. Added to this is the presence of a guest, lenmack and soft implant, of the news-spreading radio, new immobilization, which promotes the secondary dissemination of content and further locks in consumer demand for interest. By the end of the event, the topic had yielded a cumulative total of 240 million readings and a discussion volume of 33,000, during which branding and interest users had been significantly increased, resulting in new pink circles。
While there is an absolute operational advantage to the subject, it is still important to note that news of the new wave is better at working on the subject according to brand demands, user needs and content preferences. For example, in the jkd's digital china for poppy day project, based on china's two-in-one feature for matebook e go, new wave news created a brand-made topic #what is the diversity of the lives of two youths? From mainstream media interviews to the personal sharing of potential target users, the concept of “two-in-one” reaches young users. It's an opportunity to create new topics, using poppy day as an opportunity for microblogs, public-private connections and ethno-grass ecology. The let's repackage, published by vertical field accounts such as the xinjiang laboratory, is a grass video that achieves the marketing goals of brand new varieties of grass, with an overall reading of the topic to date exceeding 250 million。
The growth in traffic brought about by the twin-tracking of kol grass and the high-quality ugc, whether in the flashing of a square metre project or in the pet powder day project, is sufficient to see the ability of the news to operate on the topic. Throughout the kyoto “news season”, this capacity has been set in motion in many subject areas such as pollinating days, art festivals, special festivals, food festivals, home-dressing festivals, etc., and has led to the constant emergence of a new array of hot spots。
In fact, there are three basic conditions for successful cooperation between the news of the new wave and kyoto: first, the global communication resources available to the information media plus social communication platforms, which address the diversified resource needs for the marketing of different vertical products during the campaigning of electric power platforms; second, it is based on media genes and user insights resulting from long years of accumulation, which solves the question of how brands communicate, and original content production capabilities, which solves the question of what to say to target users; as for the third point, one of the most influential social media ecologys in the country, and the robust operational capabilities that are constantly being enhanced and validated through a wealth of implementation experience, helps brands to reach their potential customers in a timely, long-cycle, multi-dimensional manner, maintain brand investment throughout the month, and effectively and consistently lead users to the kyoto platform, engage in activities and stimulate consumption。
In fact, the implementation of the electrician promotion season is difficult not because of the long communication cycle, but because of the need to develop well-developed communication strategies and stable material output, based on different types of target audiences and branding. So the electrician promotion season is also, in fact, a unique test of overall marketing capacity, and news of the new wave, based on its unique strengths and experience accumulated over many years, has been able to respond flexibly to various marketing needs, and more brands with different marketing goals will be available in the future to find satisfactory solutions in the new wave news。
