Summary of just meal with 900W increase in playback and acclaim from station B users

- Introduction

Another year 618 The shopping festival is over , The largest e-commerce event in the middle of the year not only drove the shopping desire of the whole people , Also drive KOL、 brand 、 platform A new round of grass planting operation among the three , Tonality varies from platform to platform , This year, B How will the marketing promotion mode of the station be ？

Early launch ：

Volume accumulation + User Research

Funny Nestle × Energetic Forest

“ When FBI Read your browser records .... What's going to happen ？”

This is a UP Lord 「 Funny Nestle 」 stay 5 month 13 The promotion works of cooperation with Yuanqi forest released on the th , Works up to 618 The end has accumulated 910.6w Play volume , The interaction rate is a breakthrough 10%, Like up to 70.67w, It can be said that it is the leader in the node marketing promotion works .

Data sources - Fruit collection · Flying melon data （B Station Edition ）

UP Lord 「 Funny Nestle 」 This meal video still keeps the same style , With Funny little theater Formal display .

It was mentioned in the previous article , The advantage of product promotion in the form of small theater is that it can provide a good Customize the plot , Promotional products can also have a very high integration effect in the video , Reduce the sense of conflict .

  picture source -B standing UP Main Teaser's Nestle

After the publication of the work The highest increase in an hour 34.4w, Until one month after the release of the video, there are still 1w About the propagation increment , This is the brand in 618 On the eve of the event, the product volume continued to grow , Further deepen the product memory in the hearts of users .

Data sources - Fruit collection · Flying melon data （B Station Edition ）

Here we can see B A characteristic of station node marketing , Namely Advance layout , stay 618 Before the official start , Brand ahead of time KOL Promote grass planting .

Brother Shuai Nong × Nestle

UP Lord 「 Brother Shuai Nong 」 Promotion video of cooperation with Nestle , On 5 month 14 Promulgated by the , Just like the cooperation between naobi's Nestle and Yuanqi forest , Arrange product promotion in advance .

In the video, brother Shuai Nong not only showed the mural art as usual , And a little “ An awkward drama ” Add laughter to the plot , Nestle products are filled in the video in a natural way , Get the attention of the audience without affecting the appearance .

  picture source -B standing UP Coach Nong Niao

After the release of the work, there was a super 3 Times the number of fans come to watch , The amount of play is close to 900w, And brand words 【 Nestle 】 It is also frequently mentioned in the barrage , As a brand side, the promotion has increased millions of voices , further Promote the effect of planting grass .

Data sources - Fruit collection · Flying melon data （B Station Edition ）

It is different from the short video platform such as buffeting ,B Stations The video creation cycle is long . but B The station has a bullet screen function with high utilization rate , It is the most prosperous community of bullet screen culture , It comes from Z The group attribute that generations of users are good at expressing actively , It is also good for the brand Get user feedback in time To quickly lay out the later marketing plan .

So in 618 On the eve of the brand layout in advance is to focus on Long term brand exposure and user research , Influence by continuously deepening the brand and product information B Station users , Gradually promote the transformation of user consumption .

picture source -B standing 618 Marketing battle guide

Mibo ：

performance + Use the scene to grow two kinds of grass

Take the home appliance brand Mibo as an example , In the 618 Node marketing , Mibo mainly promotes products 【 Washing machine 】, Take the main promotion as the core to launch the layout .

Mibo is in front of the node ,5 month 16 It's going to be launched on the 21st UP Lord 「 Fangmao boom」, In the early stage, we mainly focused on the floor washing machine Performance presentation and product information diffusion .

So in the video UP It mainly focuses on the disassembly and introduction of products , Let the target consumers know the product information carefully , And get feedback in the instant message commenting on the barrage .

picture source -B standing UP Master Fang Mao boom

meanwhile , Mibo also released works related to the performance of native video products on the brand number , auxiliary UP Main launch , stay B Plant seeds for planting grass in the station , Improve consumer trust .

picture source -B Station brand No. Mibo

Although the related works lack interest , Not enough to have a very high playback volume , But the victory lies in the advance layout Aim at the pain points of consumer demand Publicity , It is conducive to optimizing the effect of the follow-up marketing plan .

After that, Mibo 618 Refined and accelerated communication during the Shopping Festival , On 6 month 3-4 Japan Centralized delivery UP Main promotion , Compared with the release before the festival 「 Fangmao boom」 Come on , Section UP Lord More fans , Are all Waist UP Lord , and UP The main fans are the foundation to ensure the sound transmission .

Waist UP The master occupies a dominant position in the node marketing , Because of this kind of UP Lord Higher cost performance , Have a stronger... Than the head Vertical field penetration ability , Three place UP Master synthesis takes 700w Propagation of , Far above UP Number of main fans .

Data sources - Fruit collection · Flying melon data （B Station Edition ）

stay B The station needs more respect for fine sound transmission UP The intention of the Creator , So Mibo put it in the festival UP We have customized excellent works for the promotion of products , Different from the performance of planting grass before the festival , More help KOL The birth of advertising .

such as UP Lord 「 Liangliang is also a brew 」, As “ cat owner ” She has a great deal of trouble with pet garbage , This also reflects the pain points of many excrement shoveling officials —— How to deal with pet garbage effectively and sterilized ？

So in the early stage of the video UP The Lord has shown many pet problems , Like grabbing the sofa 、 Depilation 、 There are waiting for food everywhere , Resonate with similar consumers , Finally, the product effect will be naturally introduced .

  picture source -B standing UP Lord Liangliang is also a brew

In order to complete the whole consumption closed loop , Mibo's videos will be posted in the comment area Attach a purchase link , Realize the one-stop purchase from planting grass to consumption .

picture source -B standing

summary

stay B standing , The brand faces Z Generation led new generation of consumers , Plus B Station is a medium and long video community that distinguishes short video platforms ,618 Node marketing needs to be presented in a new form .

First of all Early launch ,B The creation cycle of the station is long , Brand needs About half a month in advance Time delivery UP Lord , Make use of high-quality works to compound the content 、 Time compounding , As well as timely access to users in the barrage 、 Product feedback in reviews .

After the influence of previous content , Precipitation in the middle of the node It's also particularly important , Middle waist UP The owner has the advantage of high cost performance , It is the first choice for delivery KOL, borrow UP The vertical influence of the Lord 、 Creative ability and fans' group for fine grass planting .

The consumption behavior of switching software is “ troublesome ”, So you can actively use The comment area comes with a link 、 Yellow car Wait to buy components , So as to accelerate the completion of consumption transformation .

Statement ： The pictures used in the text are annotated , The cover of the article comes from B standing UP Lord 【 Brother Shuai Nong 】 Work interception .