It has always been emphasized that Xiaohongshu is the biggest value source for all small and medium-sized brands, but publishing Xiaohongshu cannot only be understood as publishing pictures. Instead of looking for copywriters to copy, return to the essence of marketing. That is, what are the needs of customers and where does the value of the product extend? As a marketing consulting company, we have noticed the value of Xiaohongshu and studied and analyzed Xiaohongshu through the experience accumulated in consulting and planning. And through some tests, different results were obtained, which I would like to share with everyone. As a platform for young people to share their lifestyles and an entry point for consumer decision-making, Xiaohongshu currently has more than 200 million monthly active users and 43 million creators. Here, consumers search to obtain the experiences they want, and brands hope to influence consumption. decision maker. With the coming of more than 6.18 marketing nodes, many brands have made arrangements in advance to create a variety of marketing methods. Today we will analyze and see how they do it? 01 Planting grass is full of rhythm, just like boiling water and adding firewood. Recently, "summer" can be said to be a well-deserved hot topic of discussion. In addition to sun protection and relieving the heat, mosquito repellent is also a hot topic. From the newly popular "Trend Query" It can be learned that in the past 30 days, a total of 6,848 notes related to "mosquito repellent" have been published, with a total of 638,600 likes. As a veteran domestic product in this field, Liushen has already planned in advance. Not only did it show alternative usage scenarios of the product in the recently released planting notes and give the product new uses, it also released the latest advertising video, in terms of practicality, Attract users' attention through fun and hot topics. We can analyze Liushen’s content creation form and delivery strategy based on Liushen’s recent interaction trend of Zhongcao Notes: On April 20, Junior Expert Notes shared Liushen Shower Gel with #六神tag; the head kol released a video tutorial “Old The correct usage of "domestic products" - limited edition aromatherapy to repel mosquitoes and eliminate odor. On April 23, the junior expert shared the Liushen shower gel with the tag #六神; the waist expert once again shared the usage of the upgraded version - hot pot deodorizing toilet water, with the tag tag#六神 toilet water 66 kinds of magical operations On May 4th, @六神brand account released a 5.4 festival poster; the waist expert shared 5 different uses of expanding Liushen; on May 11th, @六神 released the "Summer Fighting Acne Plan" variety Grass shower gel; Amateur bloggers sorted out the various fragrances of Liushen - comparable to the level of big-name fragrances. On May 13, the number of note interactions reached a peak. Among them, waist expert @李多kiki released a travel vlog, not only in the video Reveal Liushen products and use tags such as #六神 toilet water 66 kinds of divine operations; the head KOL@一bowlfull posted "Can you make your own toilet water with just three ingredients?" ! 》 Also use the tag #六神花水On May 15th, @六神 released the latest commercial film "Various scenes, switch as you like, with Liushen...", and at the same time, it also tagged #every moment of magic in 六神#六神花水66 kinds God's operation #小泽六神brand spokesperson multiple tags. The commercial received 1.8 million likes on Xiaohongshu. In the video, the spokesperson Xiao Zhan shuttles indoors, in the jungle, and in the desert, showing the applicable scenarios of Liushen's toilet water with different functions, not only with The notes posted in the early stage echoed the content and successfully attracted the attention of fans. On May 15, the number of notes posted by Liushen Zhongcao increased fivefold from the previous day. The notes included Amway products, screenshots of commercials, purchase records, and new uses for toilet water imitating advertisements. Xiaohongshu planting grass is a continuous behavior, not an explosive growth. We can see that Liushen’s release rhythm has always maintained a certain number of notes, and the frequency of releasing notes has increased significantly near the launch of commercials. As a result, Prepare. When other brands are developing strategies for planting grass notes, they also need to pay attention to deciding how much to spread based on different nodes, and try not to interrupt, otherwise the previous work may be in vain. 02 Festival + co-branding, cross-border collaboration is understood by Ta Chuangyoupin has long relied on IP co-branding to get rid of the early label of "copycat 10-yuan store" and achieve a leap in brand image. Last week, Miniso ranked second on the brand planting list, with an interaction volume of 16.16w. This time, "Jade Gui Dog" has made a great contribution! *Cinnamon dog: generally refers to a big-eared dog, which is a popular mascot launched by the Japanese company Sanrio.

On May 11, @MINISOyoupin brand account released the note "MINISO 520 Big-eared Dog!! It hit my uh... heart", and officially announced the release of the 520 limited edition big-eared dog doll. Compared with Past collaborations have added billions of cute details. Launching a new limited edition at this time seems to be an expected choice. On the one hand, in order to continuously maintain the freshness of the store, Miniso has been maintaining IP joint planning four or more times a year; on the other hand, 5.20 marketing is the last traffic highland before the 6.18 e-commerce festival, and it is also the last high point after the 3.8 Women’s Day. important consumption node in the future. On a special date like 5.20, whether it is a gift or a purchase for yourself, you can bring popularity and payment to the brand. So far, many users have gone offline to check in and shared it on Xiaohongshu. There is no doubt that , wave after wave of IP co-branding has become the traffic artifact of Miniso. 03 Seasonal limitations, in addition to co-branded models, seasonal limitations seem to have become a routine operation of brand marketing, and are often accompanied by scenario marketing, rather than simple price reduction promotions. In response to the endless seasonal limitations, what should brands do? Oreo’s performance in the “Spring Sakura Roaming” IP marketing plan launched by Xiaohongshu seems to be a good reference answer. 1. Extract brand features and deepen user impressions. As the superstar of Kraft Foods and the king of biscuits, Oreo's "white heart and black kernel" product image has long been deeply rooted in the hearts of the people. This time, it combines cherry blossom elements and changes the biscuits to pink. Make the product more memorable and deepen the user's impression of the brand without affecting the user's perception of the brand. 2. Gain insights into users’ pain points and deeply reach them. At the same time, the official account of @OREO launched the topic #100 Ways to Eat Oreo on Xiaohongshu, using Kuaishou dessert making, creative menu sharing and product gifting to interact, not only It allows its products to add a layer of "cooking ingredients" status in addition to "snacks", and "make a vitality breakfast in a few minutes" is also very suitable for young consumers who are short of time but pursue exquisite life. A series of operational strategies allow the brand and Users truly play together. 3. Create interesting content and achieve effective interaction. As Generation Z becomes the main force in the consumer market, brands need to have a deep understanding of the interests and hobbies of different young circles and formulate targeted marketing strategies. Recently, outdoor leisure activities have become very popular. Camping, picnicking, fishing, etc. are all hot topics nowadays. @OREO official account released "Spring Oreo | to help you achieve picnic freedom!" ”, which also received enthusiastic comments from users. The success of seasonal limited products often requires both internal and external improvements. High-quality products, thoughtful services, and attractive appearance are all important factors for a product to successfully occupy the market.