Recently, NetEase LOFTER held a "Talented Company" staff meeting in Shanghai, inviting talented hobby enthusiasts to join in and share the joy of life and creation, which attracted attention and discussion from all walks of life in the entertainment industry. . This is a creative festival of interest marketing that gathers well-known celebrities from all walks of life, refreshes brand marketing ideas, and is held through interesting interactive installation exhibitions.

Insights and strategies based on LOFTER users

LOFTER is a popular social platform for young people, including two-dimensional, photography, painting, entertainment, etc. More than 20 areas of interest, bringing together more than 20,000 extremely talented high-quality creators from various areas of interest and a group of loyal users. They are a group of talented, creative and persistently passionate young people. Some of them take their hobbies as careers, and some use LOFTER as a second space to develop their own slash careers; they create and realize their dreams in LOFTER, and at the same time, they can meet people with similar interests.

LOFTER discovered that every ordinary person has another identity hidden outside of his own life, an identity that exists entirely based on interest and talent. It doesn’t require a lot, just a little can create unlimited creations. possible. Therefore, based on LOFTER's product features centered on "interest" and user attributes centered on "talent", LOFTER founded a "some talent company". This is a company with no punch-in machines, no deadlines, and no KPIs, and recruitment is random. It’s an amazing company where you can get hired based on your interest and talent, and your job status. The virtual concept of "Company with Some Talent" includes LOFTER creators, LOFTER community, ordinary LOFTER users and partners. They form this company with "talent" as the core, and they are indispensable.

?Some Talent Company? Entry Qualification Test H5, Global Recruitment, Instant Offer

In the early morning of March 14th, ?Some Talent Company? secretly released a recruitment channel in the middle of the night. Put it in randomly, those who are willing will take the bait, and those with talent will see it. This is the entry qualification test H5. Based on the various areas of interest of LOFTER, combined with the concept of "Company with Some Talent", each area of ??interest is divided into departments and positions. Users select the department they wish to join and can join after passing the written test. Everyone passes the assessment All users can obtain employment qualification certificates and electronic work badges.

Department settings:

1. Painting field? More than good-looking eyesight center

2. Photography field? Surface wealth and freedom

3. Entertainment field? Lemon Factory

4. Video field? Bald head with scissors

5. Two-dimensional field? Candy club

6. Game field? Krypton liver Addictive Nightclub

7. Fan gathering? Rainbow Fart Association

7 major departments, you can choose according to your interests and join based on your talent. Each department has interviewers who have carefully prepared for you. A set of note-taking questions is not difficult, but it will identify whether you really love it in a second. If you pass the assessment, you can receive an offer and receive your electronic work badge.

Convene the "Some Talent Company" staff meeting

The "Some Talent Company" staff meeting not only includes the communication content of the LOFTER brand business plan, but also releases two The Dimension List held an awards ceremony for high-quality creators and also presented an immersive interactive exhibition. Through four ceremonial interactive experiences, this conference allowed the guests to complete the ceremonial onboarding procedures.

With the theme of "talent" and "work", the scene set up the company's onboarding photo and identity transformation through the tunnel, making the "employee induction ceremony" full of sense of substitution. In addition, after joining the company, guests present can also receive a series of office gift packages from "Some Talent Company" as souvenirs. All of the above make joining the company a full sense of ceremony. The gift package consists of the following:

1. Represents the work scene: creative sketchbook

2. Represents the work tools: badge series

3. Represents the work identity: Work ID badge suit

4. Representative work attitude: canvas bag

After completing the entry procedures, the "somewhat talented work report" officially began. The founder of the company announced to all employees LOFTER's talent training plan and company development plan, and worked with users and partners to transform into tall, rich and handsome/white and beautiful, reach the pinnacle of life, and start a wonderful life. At the "Some Talented Employee Commendation Conference", the two-dimensional list and the commendation list of high-quality creators, which were completely elected by the people, were released, and everyone at the scene witnessed the highlight moments of talented creators. A new media interactive exhibition area was set up on site to display high-quality creative content, which won unanimous praise.

Review of LOFTER Open Exhibition Hall Past Issues

?Some Talented Company? is one of LOFTER's own brand IP exhibition "Open Exhibition Hall" series. ?Never-Closing Exhibition Hall? is an experiential marketing IP that piques the numbness of young people with interest. It has also done several cross-border cooperation with brands such as Omiao, Feiniao, Xinjiu, and Kinbor, and has accumulated a good reputation.

?Omiao Portrait exhibition. The exhibitors are all well-known photographers on LOFTER. In addition, LOFTER has also invited a new generation of young women such as Zhang Junning and Zhao Yihuan to share their life stories and encourage the younger generation of women in the form of portrait exhibitions and crowd-creation performance art. Live diversity.

kinbor More videos, in Longhu Beicheng Tianjie, Chongqing, we have created an "Urban Good Night Tent" and "Good Night After Life Art Exhibition" that can only be visited after 8 pm, for young people who cannot sleep or are unwilling to fall asleep due to various reasons. Bringing a unique healing experience after a good night. Created an "Urban Good Night Tent" life art exhibition that is only open after 8 p.m., bringing a unique post-good night healing experience to young people who cannot sleep or do not want to fall asleep due to various reasons. Kinbor and NetEase The City Good Night Tent produced by LOFTER has six major themes, namely the "Vapor Hole" with a daze theme, the "Addictive Music Room" with a music theme, the "Toy Bar" with a game theme, the "Bottomless Pit" with an overtime theme, and the food-themed "Tent". "Taste Room" and the story-themed "Good Night Screening Room", each tent restores a unique scene of a young man before going to bed. In the world of young people, "Good Night" obviously has a unique significance as the dividing point between social life and personal life, which has become the entry point for this Good Night interactive installation exhibition. This exhibition uses the "tent" as the core carrier to materialize the personal space after good night. It uses a combination of projection and interactive installations to highly refine and reproduce the current living conditions of young people.