Source . . TOP Marketing (ID: TOP_MKT)
Every year on April Fool's Day, you can witness the major brands of non-recalcitrance behavior reward. And this year this special April Fool's Day, coincides with the full resumption of work, the brands are spared no effort to imagine, fabricated out of the sky, with black technology, limited food, play terrier and other ways to "pleasure" the public, in order to close the distance between users.
Such as Taobao production of smart masks, can cure cervical vertebral disease "shake the head" input method, OPPO air charging technology, happy tea launched April Fool's Day limited blind box, Xiaomi mobile phone released anti-fool poster ...
These stay in the "for pleasure and stupidity" of the game, although the user brought a moment of joy, but did not leave a deep impression in the user's mind. Only Baidu April Fool's Day outbreak short film "If all this did not happen", in many brands of April Fool's Day tumult operation like a clear stream, everywhere there is a warm heart power.
The past two months have been one of the most memorable for all of us.A widespread outbreak of pneumonia, a Kobe and Gigi crash... A series of brutal events in the year of the year made countless people hope that all this was false.
On April Fool's Day, the most wanted joke is if it never happened. It is based on accurate insight into the psychology of the vast number of users,Baidu around the outbreak of the public deep feelings of the event, the release of April Fool's Day short film - "if all this did not happen", both in line with the Holiday properties of April Fool's Day, but also to make the short film more realistic significance.What if you were in another parallel space-time and didn't encounter new coronary pneumonia? Baidu this advertisement, can be said to be the true picture of countless Chinese people.None of this has happened in another parallel space-time, you'll take your family out on a trip, rather than being isolated at home every day to watch the outbreak; you'll be gathered with relatives and friends, not to pay New Year's greetings to relatives and friends; you'll whisper to Honey late at night, not to see the news of Kobe's death; you'll sit around with your colleagues who are fighting side by side, talking about work, not talking across the screen via video conference...In the eyes of many people, what really happened, even if it is false, there is no point, Baidu will not know this. However, in the April Fool's Day holiday culture environment, Baidu through bold assumptions, restore the ordinary life without the outbreak, this move is more reasonable.
Of course, the restoration of those ordinary days is not the core of Baidu's move, in fact, Baidu is hoping that through the short film of the comparison of two time and space, to tell the public: those ordinary days may be ordinary, but precious.Accurate insight into the user's psychologyArouse strong emotional resonanceThroughout the performance of other brands in April Fool's Day marketing, not only black technology and funny hot terrier, and Baidu this short film whether creative or black technology, are completely worth mentioning. But Baidu this short film has created other brands can not compare the effect, triggered the public praise and resonance.Therefore, we have to think, Baidu this advertisement in the creative right thing? What valuable ideas can you give brand marketing?
On the one hand, accurate insight into the user's psychology, triggering strong emotional resonance.
Plato said, "Emotion is the inherent weakness of human beings." "From a marketing point of viewTo see this sentence, is that advertising ideas to use emotion to impress consumers. In the era of indifferent technology, more and more brands insight into the value of emotional marketing, have chosen to establish emotional marketing and consumers between the psychological and emotional exchanges, Baidu this advertising is no exception.In the 2020 outbreak of the status quo, no one can be alone, the impact of the epidemic on all aspects of ordinary people's lives, is that everyone can feel the same, I hope that all this has not happened is also the "fantasy" of countless people, Baidu accurate insight into the public's psychology, with bold assumptions for the audience to find emotional vents, caused thousands of people to resonate, stimulate their recognition of this emotion, invisibly also enhance the user's good feelings and loyalty to the brand.On the other hand, through the contrast of life between two different time and space, the idea that ordinary life is precious.The spread of the epidemic during this year's Spring Festival, so that a series of normal and orderly ordinary life became chaotic: countless originally planned to travel to the home isolated; The longer the isolation at home, the more people worry about life, work, health and so on, and more yearning for the ordinary life.
Baidu this short film through the same-screen comparison of the expression, the public during the epidemic of daily life and the past ordinary but normal happy life comparison, so as to highlight the value of ordinary life. Through April Fool's Day holiday properties, to the vast number of users to pass the concept of cherishing ordinary life, but also let Baidu have temperature, human touch, humane brand image implanted into the hearts of users.Publicity.Products.It's king
The value of advertising is to serve brands and products, any ad that is divorced from this principle is not a qualified good advertisement. Especially by the trend of hot marketing nodes, but also the brand for their own image and product promotion attention to the embodiment.
Whether promoting products or shaping brand image, qualified creatives are bound to take relevant preparations, such as brand and product pre-research and SWOT analysis: the target customer's interests, media habits, as well as the product's functional selling points, competitive opportunities and so on.
At the heart of the above problem is what it can solve the user's problems and what kind of value it brings to the user. There is no doubt that Baidu's goal in this short film is to promote Baidu's brand image and functional awareness with the help of April Fool's Day, a natural marketing node.
As the world's Chinese search engine,Baidu APP is an important channel to help the public to answer their doubts, but also the best platform for people to obtain information about the outbreak and learn about the protection of the epidemic during the outbreak.In this short film, in addition to emotional marketing,Baidu search engine and Baidu APPCurrent affairs news push, Baidu map, searchand other functions also run through the entire film,presented to the public.Such as.In order to helpNational anti-epidemic, Baidu map line "epidemic community" thematic map, for the public to provide protection for travel;In the post-epidemic era, Baidu APP online "city is recovering" planning, to provide users with reliable business information.In the process of fighting the epidemic, BaiduGive full play to the value of science and technology enterprises,While strengthening the public's understanding of Baidu platform function,It will also be the platform's sense of social responsibility and the value of society to show the most vivid, but also conducive to itForms.Different from the unique advantages of competitors, it is excellent!Disclaimer: Copyright issues, contributions, breaking news, business cooperation please add WeChat / QQ: 2881339675
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