The 8th "Golden Mouse International Digital Marketing Festival" was held in Beijing from April 27 to April 28, strangers and go to the network to create a New Year's day marketing "save more of course play more" case, won the Gold Mouse Mobile Marketing - Interactive Bronze Award. The first time video social advertising stood out in many cases, it speaks volumes about the importance of strangers as a young brand, the importance of young users, and the great charm and marketing potential of video social advertising.

From the end of December to the beginning of January last year, Strangers and Go-To.com focused on the Spring Festival travel season, choosing young people's favorite social way - mobile video social platform Strangers as the main communication position, the use of brand TVC, live and short video to interact with consumers to communicate and transmit brand information. To "save more of course play more" brand concept as the starting point, through the target consumer insight found that the brand hit the "surprise" label more easily to get the recognition and resonance of young audiences, to "surprise" keywords as the communication entry point, the title "Stranger Live 17 Surprise Night" for the brand to inject attention opportunities.

This is also the first time since the launch of the video social strategy, the first attempt at video social advertising, creating a star and network red anchors , live broadcast , social and red envelope screen interaction of the joint communication form, maximize the interaction involved, the formation of a communication explosion point, to achieve brand exposure. Stranger Live and Go Network 17 Surprise Nights created 5 million online viewers; live broadcast sent a total of 90,000 plus tickets, interactive touch up to 90,000 users; and overall online communication brought 200 million plus exposure. The combination of webcasters, stars, live streams, and videos allows brand customers to communicate and interact with their target consumers in depth, and to make the brand younger, through this mobile integrated marketing method effectively conveys to consumers the brand concept of "save more and of course play more".

Wang Taizhong, vice president of Strangers, said: "Stranger active users, rich content for advertisers is a huge stage, the brand can penetrate through high-quality video content among young users, with AR, VR and other technologies, can create more innovative and creative play." "It is understood that the monthly live users of strangers has reached 81.1 million, live users accounted for 23% of daily live users. At present, in the stranger platform to live, short video as the core of the play is endless, users in the platform through video sharing, recording their own lives, talent.

The rapid development trend of video advertising is almost unstoppable, with the continuous iteration and upgrading of industry technology, the rapid development of mobile network, mobile penetration, combined with mobile, social and video will become the focus of advertisers, but also in the process of digital marketing will pay attention to a piece. And focus on young people, video social, LBS strangers, with a large number of users, rich video entertainment content, will become a lot of advertisers to build a brand younger, try novel play one of the important positions.

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