If you want to talk about the hottest topics in the variety show recently, "The Variety" will definitely rank first! Since the broadcast of "Variants", more than 60 creative performances have been presented, and many ordinary touches have been excavated. Not only has it been reported and commented on by the "People's Daily" many times: Struggle story, use positive energy to give the audience real warm power", "explore the splendor of new artistic life"; the short video related to the program released by "People's Daily Online" exceeded 10 million likes on the Douyin platform; #高广利# #韩甜甜Topics such as ##废类救白海洋# are even more popular on the screen; #百变达人# climbed to the top of the variety show TOP1.
On July 7th, Junlebao's "Cheeses up" cheese yogurt was exclusively titled, and Jiangsu Satellite TV created a global creative competition show "The Variety" Perfect ending. The Ultimate Challenge "Baida Ceremony" achieved the second best ratings of Sunday evening programs, #百变达人# Weibo topic views exceeded 850 million, short video views exceeded 1.4 billion, becoming the most exciting in the first half of 2019 Surprise variety show dark horse. But there is more than one dark horse. With the explosion of the show, Jun Lebao also ushered in a double harvest of word-of-mouth and sales, and it can be described as the biggest winner behind it.
In fact, in addition to the exclusive title of "Variants", Junlebao's "Rising Cheese", a fast-growing yogurt single product, has also formed a domineering trend in many popular variety shows this year, making "Cheese on the rise" has successfully occupied the first place in the minds of consumers in the cheese yogurt category. It has deeply imprinted on consumers’ impressions that "cheese yogurt will make you drink cheese", and a wave of "cheese wind" has blown across the country in one fell swoop. According to market data, Junlebao’s national sales of “Cheese on the rise” doubled compared with last year, ranking first in market share, ranking the leader in the cheese and yogurt category, and becoming a Chinese market leader in just over a year.A well-deserved dark horse in the domestic dairy industry!
So, for most brands, how should we take advantage of the variety show to quickly increase brand influence like Junlebao’s "Cheese is up", Or even double sales in a year?
Ingenious scene implantation and variety show domineering screen
Open up a new path of "combination of product and effect" strong>
Consumer users are faced with more and more brand choices, and in the face of fierce market competition, it is difficult for brand marketing to instill in users unilaterally To attract their attention! The same goes for variety shows. How to penetrate the minds of consumers in a subtle way is the primary consideration of the brand. In the case of Junlebao's "cheese rising", we may be able to get some new enlightenment.
For example, the electronic circus that came to Japan in "The Great Variety" brought the "Shadow Change", and Jun Lebao’s "Cheese Raising" was subtly integrated into this light and shadow art performance Among them, both appeared in a shining form with Liu Yan’sOral broadcasting leaves a strong brand mark for the audience, and perfectly integrates the product implantation into the scene and stage in a silent manner. The whole process is natural.
Lightning pianist Luo Xiaote gathered masters from all walks of life to show the audience a wonderful scene Liu Yuning commented that these seven contestants have combined their own unique skills to create such a perfect work, just like "Rising Cheese" using "ten catties of fresh milk to refine one catty of cheese". This implantation method not only naturally conveys the characteristics of the product, but also allows some viewers who do not understand the "increasing cheese" to realize the nutritional value of this yogurt from a more vivid description.
Nowadays, more and more brands choose to sponsor popular variety shows. It is not easy to embed the brand gene layer perfectly into the entertainment factor. Junlebao “increases cheese La" but didVery clever-you will find that Junlebao's "Cheese is up" always runs quietly through every shot of the show, from the product display that is perfectly integrated with the stage to the "Stars Appreciation". The details of drinking yogurt not only did not destroy the overall look and feel of the program, but also deepened the audience's impression of the product in a subtle way.
From the perspective of user experience and brand In terms of reputation, brand variety show placement ads in the new media era are no longer "implanted for placement", but should allow viewers to positively admire the ingenuity of the ads instead of negatively complaining. In this regard, Jun Le Bao’s method of implanting "Cheese up" is particularly ingenious.
In addition to the popular variety show "The Variety", Jun Le Bao "Rising Cheese" has successively titled and sponsored ten top variety shows including "Happy Comedian", "New Blind Date Conference", "One Stop to the End" and "Swordsman", including many variety shows.The program ratings rank first and second in the country. This clever implantation method coupled with high-frequency and multi-dimensional exposure has made Junlebao's "cheese rise" leave a deep imprint on consumers.
In addition, in the past, celebrities are more concerned and sought after by brands, media, and entertainment resources than ever before. Therefore, how to make good use of the celebrity in entertainment programs to play the fan economy is still the key to entertainment marketing In this regard, Jun Lebao’s "Cheese is up" is particularly eye-catching. In the multiple variety shows that Jun Lebao has cooperated in the past six months, the stars have collectively fell in love with this cheese yogurt and continue to Amway gave the "Zhang Cheese" Amway to the people around me, which greatly improved the popularity and reputation of the "Zhang Cheese" brand.
Junlebao’s "Cheeses up" not only dominates the screen with ten programs, it concentrates on grabbing consumers’ attention in a short time, Through the deep implantation of products, the clever release of star potential penetrates into the minds of consumers, and finally achieves the integration of product and effectEffect.
It can be seen that although brands have all gotten together for entertainment marketing, it is clear that this soil still has a lot of room for development. Popular entertainment is not outdated at any time, and has a broad mass base. After watching the operation of Junlebao's "Rising Cheese", you will find that as long as the brand can be deeply integrated into the program, Brand exposure and enhancement of audience awareness, entertainment marketing is still a very effective strategy for brand marketing. However, this also requires brands to abandon their previous preaching and propaganda image, but to establish a direct and even emotional connection with users through programs, and to keep close, insight, and satisfy users' preferences can truly capture the minds of consumers.
Innovate and develop new products
Good products make marketing more confident
As the saying goes, "good wine is also afraid of deep alleys." Almost everyone knows that marketing is very important. Channel wars, price wars, advertising wars... Fierce market competition is always accompanied by the same fierce marketing wars.
However, the marketing of most brands now still follows the 80s way of thinking—developing conventional products, using entertainment marketing and other popular marketing methods, Pushing one layer outward, in an environment without fierce competition, whoever has a loud voice may sell well. At the time when the competition is getting fiercer, this method is not ineffective and useful, but the conversion is not high. As the ad guru John Wanamaker put it, “I know that half of my advertising expenses are wasted, but unfortunately, I don’t know which half is wasted.” In fact, if your product is not What consumers need is waste.
Ten catties of fresh milk is refined to one catty of cheese. Cheese is also known as "milk gold", and its protein and calcium content is ordinary milk 6-8 times as much as it is. And in the cheese fermentation process, more than 20 kinds of beneficial ingredients are formed, and the molecules are small and easier to absorb. In Western countries, cheese is almost an essential ingredient on the table every day, and it can be said that the whole people love cheese. But because Different food culture, cheese is not the mainstream food consumption in our country.
In order to make more people like cheese and let everyone drink more nutritious and healthy yogurt, Jun Lebao decided to make a cheese yogurt. To this end, Junlebao’s researchers have done a lot of investigations in Denmark, France, Italy, the United States, Ireland, Canada and other countries, and they have been experimenting with different acidity, sweetness, viscosity, and different strains of bacteria. Matching, after more than two years of concentrated research and development and thousands of experimental deployments, finally deployed products that meet the national demographics.
Because the fermentation time is 50% longer than ordinary yogurt, this yogurt not only has a more mellow taste, a stronger milk flavor, but also has a greatly improved nutritional value. It is no wonder that many stars such as Wilber Pan, Patty Hou, Yuning Liu, etc. "Cheese!" grow grass. Undoubtedly, Junlebao’s "Cheese!" innovative product power itself has an extremely strong appeal to consumers.
So, when brands are looking at how Junlebao’s "Cheese is up" doubled its sales in a year, except forIn addition to the many lessons learned from entertainment marketing, what should be seen is its innovative research and development and its insistence on quality. A brand must be deeply rooted in the hearts of the people. There is no shortcut to win the market. It must be user-centric and continue to provide The products that users need, develop the market with high quality, and improve in all directions. It is believed that such Junlebao “increased cheese” will surely bring more surprises to the industry and consumers in marketing and products in the future.