? June 23-24, Tianjie, Chongqing, Hubei Province. An art exhibition of warm life was staged in this city of online celebrity.
People passing by here after 8 pm will find tents that can only be used when camping in the wild scattered in the square.
If you look closely, you will find that every tent has a copy printed by projection technology. When reading these copies, every sentence hides a little inner emotion.
Not depression, not Buddhism, not selling anxiety, but pointing to the persistence of the tent owner?
This is an "Urban Good Night Tent" art exhibition about life after good night initiated by Kimball, Netease LOFTER and Eclipse. Grasping the most dynamic and creative time scene of young people, "After good night, before going to sleep", kinbor, a cultural and creative brand, joined Netease LOFTER to experience a series of cross-border marketing among young people through product co-branding, online topic interaction and offline exhibition.
? Who's kimball? Kimball is a brand of cultural and creative life under Guangbo Group. In the past three years, it has been committed to promoting the handheld account culture to the public. The concept of "hand account" comes from Japan and is defined as "notebook for taking notes" in encyclopedia. Different from ordinary books, hand accounts have the functions of recording mood, time management, schedule planning and so on.
I asked my friends who played with hands, and kinbor's popularity and reputation in the circle are quite high. Moreover, kimball creatively put forward the concept of "Handmade is a book that can change clothes" on the basis of ordinary handwork, and presented the handwork culture to ordinary consumers in a more acceptable form.
? Having said that, I will give you an in-depth analysis of the case of kimball this time.
? 1. In-depth product cooperation to create a "good night" ip and open a new game of Wenchuang brand.
? Kimball has launched phenomenal products "Boyfriend" and "Butter", but at the same time, it is constantly operating its own ip image, among which the theme of good night is the most popular among fans. In two years, kimball has expanded from hand-held products to gift sets, bags, eye masks and nightlight.
Dark blue starry sky, yellow stars and lovely good night bear, these image symbols are deeply embedded in the hearts of fans. It is based on the explosion of this series of products that kimball came up with the idea of building its own ip. Under the impetus of the cross-border alliance of Good Night ip, kimball and LOFTER have a joint-name product "Good Night Universe" which is more suitable for the theme of Good Night, and even collided with the time scene of After Good Night. ?
2. Online topics stimulate the audience's cognitive gameplay. Multi-brand cross-border joint marketing?
June 13, after # good night, not only after # sleeping, but also after # good night, I want to sleep with you # was launched in Weibo. Interesting and bold topics immediately triggered users' active discussion and secondary sharing, which caused strong viewing by online users, and the topic interaction instantly exceeded 1000 people.
Subsequently, kimball started joint marketing with many yellow V and blue V accounts such as Netease LOFTER and Eclipse in Weibo, and started a "good night" discussion based on the different characteristics of the brand. This topic has been read by nearly10 million people, and it has spread from palm fans to mass consumers.
? 3. Offline Exhibition Good Night Bear debuted as a girl of 10 1 and captured a large number of passers-by fans.
? How can such a topic that can resonate with users not have offline activities? Kimball really didn't let me down. Kinbor, Netease LOFTER, Ergeng Video and Eclipse created an art exhibition of life after good night in the "City Good Night Tent".
This activity abandoned the traditional three treasures of marketing: North, Shanghai and Guangzhou, and chose to land in Chongqing, an emerging online celebrity resort. ?
On June 23, in the central square, a prime location of Tianjie in northern Chongqing, six tents rose from the ground, waiting for night arrival. In the environment where pop-up stores and online celebrity stores emerge one after another, users are used to marketing activities.
In order to attract users' attention more fully, kimball carried out the theme of "After Good Night" to the extreme. Although the installation has been set up in the business circle, the exhibition is only open after 8 pm, which is full of curiosity among the huge crowd in the business circle during the day. ?
Because this time point is also like the dividing point between young people's social life and personal life, social attributes and self-identity. From this dividing point, many people will quietly change roles during the day and choose to be another self at night. This self is often closer to the real self. ?
? These six tents also correspond to the good night themes of six young people: daze theme "empty" game theme "play with things" music theme "music addiction room" overtime theme "bottomless pit" snack food theme "taste room" blank theme "good night screening hall"
The reason why I choose to say good night to young people in this way is because Netease LOFTER finds that more and more young people can't sleep for various reasons.
? It may be caused by the pressure of city life, by self-control, by the fascinating nightlife in the city, by doing what you like at night ... or by not wanting to sleep at all. ?
Therefore, as an interest community that has been paying attention to the hobbies of the youth circle and the living conditions of young people, Netease LOFTER tries to restore the diverse bedtime life of young people in a way that is compatible with artistic perception and living atmosphere. And find an incision to explore the hearts of young people who can't sleep in the city and finish a warm night talk with them before going to bed.
? Why cross-border marketing with LOFTER?
? LoFTER, as a popular social platform for young people under Netease, covers many areas of interest, including middle school education, photography, painting, entertainment and travel. More than 5,000 senior interest LO owners (nicknames of high-quality creators in LOFTER station) created and formed their own interest social circles here.
? LOFTER is an old player in cross-border marketing. Have you ever worked with him? Joydivision launched a "clumsy" canvas bag across the border to inspire young people to live their individuality; Through insight into the social symptoms and steps of young people, a series of "We are sick" T-shirts were launched. Last summer, loft er's own IP "LOFTER Don't Fight Exhibition Hall" jointly created the "She Said" female portrait exhibition, which is also the road that Netease LOFTER intends to take in the future: explore and show the youth circle culture and interest life in a diversified form, hoping to poke the hearts of young people in a diversified form.
? It is based on this that kimball and Loft hit it off. Through the analysis of user scenes, they decided to take the life after "good night" as the starting point, explore the life attitude of users after good night, resonate with users, and accompany users to grow together.
? This cross-border cooperation can be described as an extremely bold attempt. Under the foreseeable pressure of sacrifice and transformation, the kimball team still insisted on doing this offline exhibition, bringing the minority hand-made culture to more young people and providing them with ways to cure their anxiety and find themselves.