A sound of "treasure", combined with the dog-licking text of the national husband, all give people a face that is oily in the hot summer, and press hard into the oil barrel of oil mixed with diesel and rapeseed flowers, producing "My life oil." I'm not oily" greasy feeling.
And this oil inside and out has triggered a model creation craze for the humble literary style of "Scallion Talk" overnight.
For example, Helens Bistro posted a WeChat message on June 16 with the title "Boer, I want to invite you to a drink, what kind of wine? And your longevity."
From the "humble literature" of the national husband, a glimpse of the marketing core behind the Internet literature hot stalk!
The Weibo tweet of international food giant Mondelez: "Bao, I swear to you! What swear? Always let you eat Mondelez's good snacks."
From the "humble literature" of the national husband, a glimpse of the marketing core behind the Internet literature hot stalk!
Perhaps the national husband himself could not have imagined that this earthy and embarrassing love story of his own has become a hot literary stalk on the entire Internet and an excellent material for brand marketing.
01 In those years, the literary stalks we chased together
In fact, in addition to "humble literature", literary stalks have already detonated the Internet craze many times. From the earliest "Van object" - I am a fan; to "Zhen Huan style" - speaking human words; then to "Chen Ou style" - I speak for myself; to "Versailles literature" and blank space...
Netizens and brands scramble to imitate and participate, resulting in popular Internet stalks; and after careful consideration, the reason why these literary stalks are popular is that there is a huge marketing core hidden behind them.
From the "humble literature" of the national husband, a glimpse of the marketing core behind the Internet literature hot stalk!
From the "humble literature" of the national husband, a glimpse of the marketing core behind the Internet literature hot stalk!
02 The AIDA marketing model and "Internet memes" hidden behind the literary stalk
AIDA is the "Aida" formula, which is an important model in marketing. It means that a successful sales should attract customers' attention to the product, so that customers are interested in the product (Interest), so that the desire to buy (Desire) is also generated, and finally prompts the purchase (Action) to realize the transaction.
This marketing model has achieved a good match on the popular stalks of literature. Attract attention through literary stalks and output personalized content to successfully arouse everyone's interest and desire to participate.
Especially when we are in the era of information explosion on the Internet, copywriting needs to stand out first and attract users' attention-creating a popular style to achieve the purpose of "virus spread" requires the right time, the right place, and the addition of people; Therefore, sometimes using ready-made network hot stalks for marketing can often achieve good results.
Literary memes, on the other hand, are essentially "internet memes"—the new word "meme," or "meme," coined by British biologist Richard Dawkins.
There is no doubt that the Internet meme model is the content mentioned above that spreads rapidly on the Internet and gradually evolves into various forms. As the basic unit of cultural communication, its vitality also lies in providing a "framework". , is used, copied, dismantled, and reorganized to achieve large-scale dissemination.
03 Dissemination advantages of Internet hot stalks
In addition, these literary memes have numerous advantages in marketing and communication.
Including the low threshold for participation - due to the flattening of communication brought by smartphones and various social media, after the emergence of popular literary stalks, the brand only needs to integrate a sentence of copywriting and make a poster to quickly complete the secondary creation and release, There is hardly any cost to make.
And this way of playing stalks can often telemarketing list bring out the netizens’ favorite feeling to the extreme and become an excellent trigger point for brand marketing.
It is easy to cause emotional resonance-literary stalks can trigger mass communication and even become hot topics. The fundamental reason lies in its strong ability to spread empathy. For example, the humble literature of the national husband is closely related to the pursuit of intimacy in love; Chen Outi also expressed the inner thoughts of many young Houlang who were eager to "be yourself" and master their own destiny.
These emotional points, including love and dreams, can easily arouse people's attention and participation in marketing communications. This is why brands now pay special attention to the substitution of marketing scenarios, because this is the usual method to stimulate consumers' emotional resonance, so as to achieve the relationship between brands and customers in this emotion