How Did Brands Bring Net Red To Marketing And Creative Teams?

According to the world clothing and shoe net, in late August of this year, 15 year old Loren Gray (Instagram fans 6 million 500 thousand), 16 year old Nia Sioux (Instagram fans 4 million 500 thousand) and 13 year old Jacob Martin (Instagram fans 309 thousand) began selling them as Target.

New clothing series.

As a Target child

Part of the series of art courses, the selling point of the course is that children design clothes for themselves. The feature of the new autumn series is designed by 6 young red nets. They not only play an important role in the creation of production lines, but also play an important role in marketing strategies.

Each network Hongdu tells him / her fans on Instagram, how interesting they are to work together with Target to create these unique personal designs.

The results are obvious. These posts received thousands of commentaries and commentaries, and fans rushed to buy them. Just like a fan named lorxlover, posted on the post posted by net red Loren Gray in August 23rd, "I swear I will persuade my mother to buy it."

Such cooperation is part of a new trend. Target, cover girls and Bondi band aids have changed their influence strategies, from one-off pactions to long-term relationships. In this relationship, influential net red can help to make products or sell zero products continuously.

In the past three years, Bondi band aid has been working with lifestyle blogger Joy Cho to make bandages with fun designs.

Johnson's Bondi band aid has been working closely with lifestyle blogger and Joy Cho. In the past three years, it has been making bandages with playful and colorful designs, and has released the latest photos on the Instagram with 382 thousand fans on Cho.

This is only one of the cooperative relationships between Johnson and Hong Hong.

According to a spokesman, the company is no longer "

Instead of establishing pure trading relations, they prefer to establish "lasting relationships".

"This also urges net red producers to produce higher quality content and promote brand and consumers' higher level contacts," the spokesman explained.

Analysts say Johnson is just one of many companies that have established deeper ties with net red. They believe that such a relationship is more authentic and can promote more participation, so that more consumers can really buy products recommended by net red.

Shang Yang Wei mai (MEC Wavemaker) is a media store that has served L'OREAL, IKEA and other brand influence projects.

"What you see is quality," said Noah Mallin, managing partner and chief executive. "Brands want to ensure that their money is spent on the edge, and cooperation with net red can facilitate pactions and ensure brand safety."

But last year, the risk of cooperation with net Hong is increasing.

If the brand does not find the right net red, then the brand will not only take a huge market risk, but also face the problem of legal disclosure of the content of the product. If they fail to follow up the requirements of the brand, they may also pay a huge price to their cooperative brand.

At the beginning of this month, in September 8th, the Federal Trade Commission disclosed a solved case of net red and warned it to other net red. In this case, net red did not effectively make consumers aware of their relationship with the brand.

Maureen Ohlhausen, the acting chairman of the Commission, said in a video posted on Twitter: "influential internet red should realize that if they can not clearly show their relationship with the brand, they will violate the law."

Unlike the one-off partnership, these deeper, more long-term and more committed relationships allow brands to have time to identify the details of collaborating with internet partners so as to ensure that each post is pparent, not only in line with the requirements of the Federal Trade Commission, but also in creating attractive content and arousing fans' desire to buy.

Last month, CoverGirl showed the characteristics of online beauticians in its online store.

In August, the cover girl launched a new net red project, which showed 9 net red and brand cooperation in the store to help consumers shop more conveniently in social media.

By collaborating with net partners, using cover girl products to create specific makeup and publishing featured ads on their social networking sites can "bridge the gap between online content and offline business".

Laura Brinker, the vice president of Internet marketing, explains the consumer aesthetics director of Coty group.

"Cooperation is very important," said Jessica Clifton, executive director of the Edelman international public relations company and head of strategic growth and development.

"Although the brand must give the net red people some power to enable them to speak and operate in their own way, we see the benefits of genuine cooperation, which will lead to long-term cooperation, not just a one-off deal."

She added: "net red marketing will not disappear."

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