Source | Brand and Planning (ID: i pinpai 00 1)

Nowadays, in order to attract a new generation of consumers, both old brands and new brands have started young marketing. Wufangzhai movies and Netease have retro magic videos, all of which are representatives of brand rejuvenation marketing.

The most direct and effective way for brands to do young marketing is to attract young people by playing games. Internet hot words are a kind of game played by young people, which can quickly communicate with young people and cause viral spread in their social circles.

"Really fragrant" is one of the popular online hot words among young people. In the program "Deformation Meter", Wang Jingze, the urban hero, left malicious words when he first arrived at a rural family. Later, he couldn't help eating a meal, but also sighed "really fragrant" and slapped himself, so "really fragrant" exploded on the Internet and became a special term for hitting the face in the context of online social interaction.

Recently, Lebao Beer, a fashionable beer brand created by Carlsberg for young consumers, teamed up with Wang Jingze, founder of the Law of True Taste, brand spokesperson Xin Ku Band and GAI Gai Gai to shoot a "True Taste" video to create momentum for the new play of music bottle caps.

"Really fragrant" video, conveying brand concept in playing stalk.

Lebao Beer launched a brand-new music color cover game this year. In order to promote the new product, Wang Jingze made videos with New Pants Band and GAI·GAI respectively, and conveyed the brand proposition of "Open to More, Now" of Lebao Beer by playing stalks, encouraging young people to keep an active and open mind to tolerate more unknown things and the elegant demeanor of live high.

As a rock fan, Wang Jingze didn't want to open the remaining "rap" bottle cap, threatening to "only drink rock" and was not interested in rap. Suddenly, the rock band New Pants appeared, unexpectedly singing rap, explaining the concept that "the band is not limited to rock". As a rock fan, Wang Jingze couldn't help sighing that "it smells good" when he heard his favorite rock band rap.

In the hot pot restaurant, all the beer stained with rap is drunk. Friends advised Wang Jingze, "What if you drink a popular beer?" Wang Jingze refused. "How can my GAI be popular?" Build a platform for my favorite rapper GAI. Suddenly GAI appeared on the stage, listening to pop music, subverting Wang Jingze's impression of idols, thus conveying the idea of "uninhibited music".

The video adopts a reverse way, and cooperates with the "real fragrance" network stalk after Wang Jingze was slapped, so as to build a bridge to communicate with young people and quickly attract their attention. Different from slogan advertising, young people are deeply impressed by the way spokesmen use the Internet to break their own inherent impression.

Focus on the brand concept and reach the audience deeply.

This "Xiang Zhen" advertising video played a lot of tricks, for example, to Wang Jingze, the originator of the truth, how could my GAI be popular, and the rock band New Pants sang a rap, which seemed meaningless. In fact, it always interprets the brand concept of Lebao Beer "open to more people" and conveys that young people should listen to music in a diversified way and with an open and inclusive attitude.

Lebao beer has an insight that young people nowadays are relatively conservative in the face of the cultural impact of multi-music trends. Many people stick to the previous style and even reject the new music style. Rejecting new things will undoubtedly hinder the growth of young people. Lebao Beer tells young people with the attitude of "opening to more" that being willing to accept new things may bring you unexpected surprises.

As a rock band, New Pants's strength is not limited to music, but also has great influence in the fields of film, painting and art exhibition. Constantly absorb modern culture and add new music styles in time, so that the music of the new pants band has been at the forefront of the trend.

In people's minds, Gai Gai is a champion of hip-hop in China and a rapper, but diversity is his style. From the market to the Great Wall, GAI constantly changes people's inherent impression of rap.

Wang Jingze's law of truth describes the transition of young people to "more openness". Although I desperately refused new things at first, once I put down my prejudice and accepted it, I often felt "really fragrant". Lebao beer conveys the brand concept of "opening to more" to young people through the "true fragrance rule", resonates with young people emotionally, and enables young people to deepen their understanding of Lebao beer brand.

Create a virus of facial characters and spread it through the virus.

With the content of communication with young people, there are still ways to spread it. In terms of communication, Lebao Beer did not bombard social media with overwhelming posters, but made some videos into expression packs to enrich the forms of expression.

For brands, facial expressions are more grounded, forming a strong interaction between brands and users, enhancing users' sense of participation, and thus developing into loyal users of brands. On the other hand, Yan characters are also natural viruses. When users use Yan characters, they undoubtedly accelerate the spread of brands on social media. In the viral spread, the brand image has been enhanced and the audience's cognition of the brand has been deepened.

Lebao Beer cuts out funny clips in the video and makes expression packs, such as "cheers" and "What?" "Zhen Xiang" and other online hot words are used very frequently by users, which has become a great help for Lebao beer marketing communication. With the help of Yan Wenzi, Lebao Beer quickly established an emotional connection with young people, making them emotionally integrated into the brand and greatly enhancing the attractiveness of marketing.

Lebao Beer Manufacturing Global Music Plan 4.0

In 20 17, lebao beer began to build "lebao open global music plan". By mobilizing artists from all over the world to cooperate in music content, it aims to discover and explore the fun of music with young people from different cultural backgrounds and creative ideas around the world.

The launch of colorful bottle cap games and a series of advertising actions is a continuous continuation of the brand concept of "Open to More, Play Now", a further explanation of its concept, and deeply implants the brand concept into the minds of young people. The brand spokespersons of Lebao Beer —— New Pants Band, GAI's GAI Henry Henry Lau represent three different pop music cultures, showing the diversity and inclusiveness of music advocated by Lebao Beer, encouraging young people to explore new possibilities and reach deep emotional communication with them.

Lebao Kaimanic global music project 4.0 is still in progress, and we expect the brand to bring us more surprises next.