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Fan CEO Shared The Carnival Of "Self Expression" Of Every Object.

2013/8/12 8:48:00 30

March and April 2010, when van CEO was on the way to the company, she saw the advertisement on the street sign by H&M. At that time, she thought whether the guest could try to do it. Chen said: "at that time, everyone was already in contact with Han Han and Wang Luodan. The execution of the brand team was very strong, and soon it took the road sign ad to the product of everyone. But the initial road sign advertisement was that Han Han and Wang Luodan wore the "a target=" _blank "href=" //www.sjfzxm.com/ "clothes" /a, and wrote a price alone. In fact, we have no impression on this matter. After that, fans began asking video advertisers to come up with proposals. "It was a 3 day meeting, and more than 40 companies came to listen to these proposals every day. Finally, we chose "I am the guest of all" proposal. This proposal is actually a proposal for video, a script script for video, rather than a generalization of objects that we all know, but we read the paragraph well, and then we made a request for modification, saying that we should put the word on the road sign, which is the source of the original object. 
 what happened afterward is totally out of date and unexpected to all guests. For example, you can see a lot of spoof objects on the Internet. "At that time, I saw that these Kuso were very afraid, and I thought I should delete the posts, but then the scope of the spoof was too wide, and the level involved was too wide. Even if I used all the energy, I could not win it. This is the object." 
Many people are asking whether this is a premeditated event after P. Follow up there are other brands, according to this routine to do similar advertising. But the effect of "everything object" can not be met. It is the power of the Internet and the wisdom of netizens that have made it successful, and its success fits the desire of netizens. 
 to pull stars down the altar and restore them to ordinary people, so as to impress countless ordinary people with ordinary dreams, is a common practice of all guests. Just this time, everyone loved handsome and cool Huang Xiaoming. In every object event, Huang Xiaoming was extremely spoof, such as Khan MA Bao boots and not at all. Chen recalled: "we were trying to contact Huang Xiaoming to see if he could respond positively to these KUSO, and to take a self deprecating attitude to face these Kuso. I think Huang Xiaoming is really a smart star, of course, his agent is also very smart, our proposal finally agreed. 
 there is no lack of people saying that this advertisement is actually washing Huang Xiaoming's white, giving him more temperature and emotion, more realistic than his vase. In fact, in the 2013 hit Chinese blockbuster, Huang Xiaoming continued this self mockery. From the beginning, he could not bite the words in English, until he finally got fluent English, and successfully molded the role of "woodlouse counterattack" into holly. This spirit of self mockery and "returning to zero" is exactly what the Internet needs. Van grasper cleverly grasped this point to resonate with the general public. 
 as the first generation popular vote star, Li Yuchun is a particularly controversial person with a specific user group. Van guest was also worried about whether he would ask Li Yuchun to leave customers. But then everyone decided to invite Li Yuchun. He thought Li Yuchun was the generation born after 80, representing a generation of China. Of course, she is also the only idol of China's vote. Because 1984 is China's real reform and opening up. In 1984, Jobs's Macintosh officially released, the 1984 Losangeles Olympic Games, the first moon landing of mankind in 1984 and a series of pioneering things, and Li Yuchun was born in 1984, which happened in the opening of an era of this year. 
, but after seeing Li Yuchun's brand behavior two years later, he thought the operation was not very successful. "Born in 1984, many young people say they don't understand, so I say that the billboard is not very successful, it has no real emotional communication with users, it is too concerned about the grand narrative. This is my problem. I think that when we arrived at that point, we should make such a grand narrative, but it is hard to arouse the sympathy with users' emotions. We are too idealized that users will solve a series of meanings, so this is a case of unsuccessful operation. 
 although at that time, because of the corn craziness, Li Yuchun's posters T-shirt sold over 10000 pieces in 1 hours. But there are two extremes in the spread of the "born 1984" fans: one side is the crazy corn, no matter what Li Yuchun speaks for, they will be robbed; the other is the opinion leaders who have rich experience and cultural depth, only they can truly understand and understand the meaning behind the 1984. 
 in early 2012, when Fang Zhou Zi challenged Han Han, van guest unexpectedly chose Han Han to renew his contract. Chen pointed out, "in fact, this is the most touching me, I think it should be difficult to catch up, so we invite Han Han's most important is to see his conflict. Han Han had an article at the time, "either I fall or I am stronger." We did the research on the copywriting, and said how it was. Some colleagues said it was too tragic. Then we wanted to use what kind of way to express both the strength and the feeling of being too bad. Finally, we chose "there is no fear of spring." 
 Chen said in March 2012, when he went to climb a mountain, he passed the Haizi University of political science and law. He was in charge of the Deputy General of the brand and sent a short message to him, saying what it was like in spring. Because Haizi wrote too many poems about spring, such as spring blossoms, and spring is my quality, so later I decided to call it "spring without fear" (/p).
 from the beginning, "there is no fear in spring," to "I love you no fear", and then to "positive energy without fear", all guests fully convey emotional concern. The word "positive energy" is also the vice president of the customer who was responsible for the brand at the time, and consulted with a director when he was eating. Chen said, "positive energy" these three words suddenly knocked him out, but did not think of it at that time. Positive energy is also a word of emotional concern. It also gives others an inspiring word. 
 "brand is a tonality, but in the beginning it must be a little confused. For example, Han Han began to wear his white T-shirt with his head down. But in the process, you do it, and it slowly gets through, and it's all in one piece. And then the strength, then you have standards. " Under the tone of this brand, customers gathered 30 million of the huge user group and 80% of the two fans. Perhaps everyone's brand fatality really starts from its name. If its name is elitism or excellence, it is estimated that it is impossible to make marketing and brand building in this way.