CNY marketing schools of thought contend, why does Meitu play the strongest voice?

Every Spring Festival is a marketing prize. In the face of soaring Spring Festival traffic, almost all brands and platforms are trying to update their marketing concepts in order to seize the top spot in CNY marketing. At this time, it is more difficult for brands to break through. However, in such a tangled marketing melee, "Meitu" not only created a circle-breaking fever, but also became a well-deserved flow harvester. According to public data, during the Spring Festival of the Year of the Rabbit, the average daily photo retouching of Meitu users exceeded 3170,000 (including videos); Platform subscription revenue increased by over 50.37% compared with last year's Spring Festival; "Meitu Formula" set off a screen-brushing craze on New Year's Eve, and the usage of the formula reached 32.25 million; The New Year Poster of the Year of the Rabbit won the TOP 1 formula for the Spring Festival holiday of the Year of the Rabbit with a high score of17.94 million! Behind a series of high-light data, how did Meitu break out of CNY marketing encirclement? Can the strategy behind it be used for reference by more brands and platforms? With questions, we analyze them one by one. New gameplay for platform users: sense of ceremony+sense of atmosphere, inciting self-communication enthusiasm. In the big node marketing which is full of complicated marketing volume, the first thing that brands and platforms should solve is how to "attract attention" in a high-profile way, so as to win the attention of the target group and even actively spread it. Pin Ge noticed that in this year's CNY marketing, Meitu continued to uphold the mission of "technology makes beauty easier", showing its double eye-catching advantages and bringing many novel experiences to users. 1. Hard power of science and technology, openness and novelty. As the TOP 1 that beautifies the track, the scientific and technological strength of Meitu platform is beyond doubt. In the marketing of the Year of the Rabbit, "technology" has also become the main theme of platform creativity. At the end of last year, the "AI painting" craze swept through major social platforms. With people's novelty and enthusiastic participation in this new technology, Meitu took the opportunity to launch "Amazing AI Avatar" during the Spring Festival to help users generate hundreds of fancy and intelligent exclusive AI avatars with one click. Put on a new avatar to welcome the new year. Based on this technical gameplay, Beauty Camera also launched the New Year AI avatar H5 together with CCTV News, and quickly spread the new experience of "changing the AI avatar for the New Year" with the help of authoritative media, making it a new fashion for the New Year. Many users said, "We must add chicken legs to designers this year". In addition, the beauty camera also opened the theme window of 2023 Lunar New Year, and cooperated with virtual costume designers Joan pallas and Zhang Chi Zhang Chi to provide users with various styles of Lunar New Year modeling, so that users can experience the real-time cross-dressing of ar virtual clothing online. The application of AI and AR technology in Meitu's New Year gameplay meets the realistic demands of users to change their avatars and show new faces in the new year. Just like buying new clothes and doing new hairstyles in the New Year, wearing the "New Year AI head" has built a "New Year ritual feeling" that is widely favored by netizens. 2. Content soft power, creating a sense of atmosphere. In addition to technology, the creative strength of platform content is also a magic weapon to incite users to participate in enthusiasm. It is worth noting that Meitu with the attribute of "content socialization" has long been not limited to the independent creativity of the platform, but has further linked the platform creator resources, star resources and IP resources. On the one hand, active creators in various design fields have gathered on various platforms of Meitu. In the Spring Festival of the Year of the Rabbit, Meitu cooperated with the "Pattern Collection" of the China Pattern Online Museum, focusing on the picture design of traditional Chinese patterns, and excavating and recreating the pattern culture of China. Based on this, it set up * * * creation with many artists and creators on the platform to create a special issue of Chinese New Year pictures. In the Spring Festival, a festival with the theme of "traditional culture", with the help of the "pattern" formulas of various national trends, the pattern creativity from different creators not only enriches the contemporary pattern design, but also allows the "China pattern culture" which has been passed down for thousands of years to enter our contemporary life during the use of users. In addition, Meitu has also set up new ways to play traditional elements such as AR special effects and limited projection. It can be said that this * * * creation not only takes advantage of the national tide, but also has the profound connotation of inheriting and carrying forward Chinese culture. On the other hand, the star resources gathered by the platform are also an important part of Meitu's content ecology. During the Spring Festival, Meitu customized the makeup of the Year of the Rabbit for the stars, customized the atmosphere, and promoted the New Year greetings and blessings to fans all over the network, which can be described as a cycle. Jenny accompanied the fans of the whole network to celebrate the Spring Festival of the Year of the Rabbit with customized makeup for the New Year Spring Festival; Zhang Yin shows the new atmosphere of the New Year with her customized New Year charm rabbit makeup. Star photographers, Chen, Olivia and Xuan Yi in the Year of the Rabbit also sent their blessings of "Spring Festival Beauty" and "Rabbit' You" with interesting photo atmosphere such as Spring Festival couplets, "Retro Sweetheart", "Jade Rabbit with National Style" and "Year of the Rabbit". Meitu's move is obviously aimed at the benchmarking effect of stars and the imitation psychology of netizens. Through the vivid interpretation of the stars, attract users to put on the "same paragraph" makeup or create a New Year atmosphere. Finally, all kinds of cute rabbit IP can't be less. Meitu cooperates with well-known IPS, and all rabbit IPS such as Mifei, Disney Rabbit and Sanrio Mengtu are added to the users' New Year options. These IPS are not only very "appropriate", but also carry the emotional memories of users. This allows users to record life moments every time they take photos, beautify photos with Tu Tu IP, and also adds an emotional touch of "the companionship of childhood will continue to accompany everyone into the new year". With the cooperation of interesting and rich content, Meitu can always export creative content with novel ideas and strong annual flavor during the Spring Festival, and constantly meet the diversified demands of current users, so as to create a new year atmosphere of the whole platform and ensure that the platform can always occupy the C position of users' attention in long-term CNY marketing. Whether it's novelty, ritual or atmosphere brought by technology, it's all social currency for contemporary users who love sharing-people not only like to apply these new technologies and designs, but also hope to meet the social demands of showing their personality through these innovative and personalized headshots, cross-talk and atmosphere photos. At the initiative of users to print and spread pictures, Meitu continued to attract users to enter the station during the Spring Festival, which precipitated considerable active traffic. The new mode of business cooperation: strong fission+strong interaction, empowering the brand "product efficiency" to increase with the huge user traffic. Meitu is not limited to starting a single platform voice, but will also empower more cooperative brands with a mature business cooperation model. 1. Efficient fission mechanism, blessing brand exposure is different from many media platforms. In cooperation with Meitu, the brand has changed the communication logic. In the past, most of the brand advertisements we saw reached consumers from top to bottom through media channels. However, when the brand is integrated into Meitu formula, consumers have changed from the original disseminator to the "main force of communication" of the brand. This logic is undoubtedly revealed in the New Year's photo season activities created by Meitu. During the event, Meitu attracted users to continue to enter the activity page to punch in for the Spring Festival activities through the interactive gameplay of "signing good luck in the New Year and winning new year gifts". Stimulated by customized activities and welfare, coupled with the tilt of platform display resources, node traffic is continuously introduced. At the same time, the platform also cooperated with Swarovski and Li Honghong Rice Wine to launch a nationwide New Year blockbuster activity, fully activating users' enthusiasm for innovation, and converting the imported user traffic into brand volume. As the customized brand formula is used by users in the activity, it is seen and imitated by more people through the user blueprint, forming a fission effect and driving the brand to break the circle quickly. In the end, the whole network exposure of the event exceeded 200 million, and the topic browsing in the station broke 30 million. In the process of users' active use and fission spread, Li Honghong rice wine has also established the Lenovo label of New Year, celebration and blessing among the vast target population. 2. Strong interactive gameplay and deepening brand awareness "Spring Festival" is a festival with its own emotional background, which provides an excellent in-depth communication field for brands and consumers. In the large-scale brand joint marketing activities of "One New Year's Day returns to one round", Meitu makes full use of the strong interaction between the platform and users, and at the same time makes full use of the interactive gameplay to maximize the field effect. At the node of the Spring Festival, many people will not only take photos to record the happy moments of the moment, but also habitually sort out and expose the photos of the past year to make a satisfactory summary for the year. Based on this insight, Meitu teamed up with Ryukakusan, the peace elite, A &；; F, Florence Town, Tempo and other brands from various fields, combined with their respective selling points, tonality, concepts and other characteristics, create exclusive brand formulas to help users customize exclusive new wish blockbusters and get an all-round Spring Festival in the event. In the activities carried out with customized brand formulas, Meitu also effectively drained the brand from multiple dimensions: on the one hand, it invited stars to interpret the brand formula and attracted fans and users to shoot and expose the same blockbuster; On the other hand, Meitu continues to enhance the popularity of brand formulas and theme activities by laying on-site resources such as APP screen opening, hot topics and homepage card slots. People attracted by multiple channels, driven by welfare and new ideas, actively joined the * * * innovation craze, and finally, the event gained a total exposure of more than 65.438+37 billion. Facing the skyrocketing activity traffic, in order to efficiently and accurately aggregate the traffic of brand target groups, the platform also created corresponding brand sub-topics such as # Healthy Core Wish One-click Box # and # Good Luck and Peace Year # for these five cooperative brands, and set up jump pages such as game download and Spring Festival gift package snapping in the sub-topics, thus completing the post-link transformation of content planting. It is worth mentioning that, in addition to the above resource allocation, Meitu also specially set up the interactive H5 of "New Year Round Train" for Ryukakusan, and combined with the product characteristics of Ryukakusan herbal candy, designed corresponding video stickers in each carriage, so that users can feel the "round" atmosphere of the New Year in an immersive way, further enriching the warm role of the brand in "sending blessings" and "accompanying the New Year". Along the way, in the process of users joining UGC***, applying brand formulas, experiencing interactive H5, and spreading topics, brands not only deepen their understanding of differentiated selling points, but also strengthen their emotional links by sending users New Year greetings. It can also be seen that Meitu won not only the short-term traffic burst on the Spring Festival node for the cooperative brand, but also the crowd assets that can be activated and operated for a long time by virtue of cognitive transmission and emotional drive. Finally, when we review the breakthrough pace of Meitu in the whole CNY marketing, it is not difficult to see that each step is not achieved overnight at the node of the Spring Festival of the Year of the Rabbit, but comes from the continuous accumulation of the platform in operation-relying on the huge user demand of the platform and the technology and content capabilities accumulated over the years to create eye-catching ideas; Constantly innovate, polish and gradually mature business cooperation mode, carry out refined traffic operation for cooperative brands, and fully transform business value. These accumulations have also formed a differentiated barrier that is difficult for the platform to break in the hearts of users and the commercialization field. Now that the Spring Festival has passed and the Valentine's Day marketing node is just around the corner, how will Meitu bring new surprises to users and brands by virtue of its platform strength?