Hengan Group Space7 Layout Variety Show "Ideal Home", IP Marketing Effect Is Remarkable

"Idealist" is another "slow synthesis" of "returning to nature" after mango TV of "yearning for life". It is composed of four female guests: Yi Nengjing, Liu Yun, Yuan Yonglin and Huang Yali.

As a domestic high-end women's sanitary napkin brand of Hengan Group, space7 has a life attitude of pursuing balance, and the brand culture advocated by space7 is to encourage women to pursue their own balanced life. Space7 is simple and natural in northern Europe, with fresh and natural brand attribute, and has the "temperament" consistent with variety show "idealist".

Strengthen IP relevance and win by interactive content

First, space7 won the partner in "ideal home", and greatly enhanced the brand exposure through the front placement of "ideal home" and the suspension of advertising. Combined with the brand new spokesperson of space7, Yang Chaochao TVC and the brand-new brand tone of space7, we take advantage of IP resources to continuously strengthen the exposure of space7. Space7, with the help of the topic and flow of "sister", conveys the natural and balanced brand concept to the audience through the placement of flower words in the variety show "ideal home". It transforms the monotonous advertisement placement into customized brand content deduction, which not only effectively improves the brand communication volume, but also improves the attention of users.

Take advantage of the potential star to plant grass and deeply activate the comprehensive potential energy of the net

Of course, the most creative way is to use the artists and scenes in the variety show to create a deep and interactive product display scene, so that the audience can feel like a "colored egg" inadvertently, and then complete the advertising placement, so as to improve the product's popularity and reputation.

Space7 took advantage of the cooperation with Huang Yali and Yuan Yonglin to expand its popularity and form word-of-mouth. Huang Yali received a mysterious gift from her best friend to promote the plot, which paves the way for Huang Yali to decorate the favorite muscle palm of Yuan Yonglin Amway space7, and then to Yuan Yonglin to recommend another star product of space7, miss, which is breathable, forming the recommendation of star planting grass, so as to attract consumers or potential consumers through natural scenes.

Huang Yali also released in-depth embedded videos through her micro blog personal account, showing her favorite muscle palm pack gift box, praising the brand official blog, and simultaneously planting grass products with little red book, which naturally and truly triggered the follow-up effect of fans, improved consumers' cognition and good impression of space7, formed strong interaction between consumers and space7, and promoted the transformation of brand sales.

Social binding IP value to build brand equity

The main topic of the cooperation between space7 and idealist is space7 natural ideal +. It has the same pronunciation as idealist. Natural ideal + also compares the brand to "natural ideal home" and wants to give consumers natural infinite beauty. In social communication, the number of microblog topics read reaches 100 million + and the number of discussions exceeds 100000.

At the same time, combined with peripheral communication, the logo elements, hot topics and artist image of variety show "ideal home" are integrated into the whole network communication of space7. Taking advantage of the popularity of variety show "ideal home", the flow brought by product implantation is drained out of the station. Through micro blog KOL layout and promotion, the purchase decision of target groups is affected, and the brand awareness and popularity of space7 are further improved, Up to now, more than 90 million microblogs have been read and 260000 interactions have been made. In combination with "ideal home" in the small red book platform, through various types of KOL planting grass space7 "natural skin care sanitary napkin", the word-of-mouth products of "pet muscle palm pack" and "Miss ventilation" have been precipitated. Up to now, the interaction volume of xiaohongshu notes has exceeded 2500. In addition, through live broadcast of lieerbury and other head anchors, the audience can understand the functional characteristics of space7 products, enhance consumers' awareness and good impression of the brand, form strong interaction between consumers and space7, and promote the transformation of brand sales.

Space7 takes advantage of the variety show "ideal home" to continuously strengthen its exposure and make the best use of its variety IP resource value. It also hopes to further consolidate the status of domestic high-end women's sanitary napkin brand, effectively export the brand value, and leave a deep impression on the brand in the minds of consumers. It can be seen that in the era of super IP, innovative IP marketing methods will certainly enable brand marketing, and then bring effective marketing for enterprises, and finally realize realization.