Cassidy implanted hit play accurate marketing and then open the industry precedent
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This summer, the hit drama "Angels Tonight" a strong landing in Zhejiang, Shenzhen, Shaanxi, three big TV, and triggered the majority of the audience's active concern. Although looking at many domestic TV are filled with a variety of "80" after the love and affection drama, but "Angel come tonight," with high-quality content, top star lineup, a broadcast on the access to high ratings . However, the attentive audience can notice that the well-known children's shoes and apparel brand å¡è¥¿ é¾™ has appeared in this hit drama. The Casey Long chose to work together with "Angels come tonight," advertising implants, for accurate marketing mom groups, creating a precedent for the industry's television drama implantation, but also the first in the industry sounded the sound of children's embedded entertainment marketing marketing horn . opportunity! At the time when we were embedding ads for Tongqi TV series, "We are moving from an era of disruption in marketing communications to a time of implantation," Cedric Clipps, chairman of the American Association for Global Brand Content Marketing, once commented on implanted advertising. In fact, in recent years, implanted advertisements have rapidly infiltrated TV dramas. Big to CCTV, small to all local TV, TV commercials embedded elements are common. Implants through props, lines, plots, scenes, sound effects, themes, and cultures of the TV series not only strengthen the mass group's memory and impression of the brand, but also realize the brand's higher level Marketing purpose. This is precisely the most important reason why many companies have embarked on implanted advertising. In contrast, the domestic children's footwear industry, implantable ads are relatively small, still not very mature. As the fastest growing and most potential industry in the footwear industry, the market value of children's footwear and apparel enterprises is huge. Coupled with the ever-expanding children's film and television industry, this has brought new opportunities for children's embedded advertising. It can be said that the use of the hit drama Casey "Angel come tonight," the imposition of embedded advertising, be firmly grasp this opportunity. Casiron grasping the current hot spots, power marketing and entertainment As we all know, in recent years all kinds of love, life, entertainment TV series continued hot. Of course, the emotional needs of the audience are also growing. The joint "Angel come tonight," Caseyron is also after a fairly comprehensive and meticulous pre-consideration. First of all, the theme of "The Angel Comes Tonight" is the hottest post-80s marriage and affection topic in the world, bringing great resonance to the audience. One of the most important propositions around "having children" is even more thought-provoking. Casey Long choose "Angel come tonight," advertising implants, precise locking of young mothers after 80, greatly increased consumer awareness of the brand awareness and influence. Second, as far as entertainment marketing itself is concerned, with the help of entertainment elements or forms, CASILON will establish an emotional connection between its own products and its audience. Essentially, this is an emotional marketing. This is a more effective way to communicate with target audiences, Jun heart like my heart, "the purpose. With the program's entertainment attributes to expand brand awareness, is the main marketing strategy Carixon implemented in recent years. Previously, Casey Long and the hot summer this year, "China's new generation of voice," the conclusion of the music partner, with the new generation on behalf of the female population has a very high ratings, family co-viewing the phenomenon of significant television programs to the audience pass "care" Brand to provide a powerful platform to promote. Accurate emotional appeal, cleverly implanted more effective Casey Long and the "Angel Come tonight," the success of the joint, the most important have to rely on accurate and tacit understanding between the emotional appeal: "Angel come tonight" is mainly about marriage, child care , And the story of growth; and Casey Long has always adhered to the "we grow together", "love is not absent," and other brand core concepts, and this pass "family and love" drama coincide. This is an important foundation for embedding ads. Of course, the idea of ​​reaching a tacit agreement is not enough, but also in the pursuit of clever way to implant. In "The Angel Comes Tonight," the play, Casey Long based on the characters in the play - autistic little boy Yue Yue personality characteristics and emotional background with their parents to meet the needs of the children Yue Yue needs to be concerned about being loved Emotional needs, the Caritas brand "love can not be absent, we grow together," the concept of good implantation. More subtly, the protagonist Peng Jiajia appropriate life scenes of Casey terminal stores, the plot under the brand-name products more natural, smooth, not just implants, which makes the audience to The goodwill of the card Xilong brand has been greatly improved. The joint efforts of Carlyle "Angels Tonight" can be described as an important milestone in the history of its children's brand marketing, with the brand marketing channels are maturing, implantable advertising, entertainment marketing will also gradually become a large number of children's shoes and apparel business Focus on the marketing tool. We have reason to believe that in the near future, Caritas brand in children's shoes and apparel industry will establish its own unique marketing banner, leading the continuous development of the industry.