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So you can see that the entire subway car is covered in red, and whether you look up, down, or level, you can see our selected NetEase music reviews. We noticed that in the subway, many people lower their heads and play with their mobile phones. So we chose to show our music reviews from a perspective that can be seen even when playing with mobile phones. At the same time, we also hope to create an emotional field that is highly immersive and easily resonates. Therefore, although we used overwhelming brand red, we were very cautious about revealing the NetEase Cloud Music logo. We don’t want to interrupt the user’s emotional flow because of the sudden appearance of the logo. Today’s elevator advertisements and bus stop advertisements usually make the brand’s logo and name very large, but people often don’t take pictures of these advertisements and share them with their friends. I personally think that making the logo very large reflects the brand's inner self-confidence and is a lazy strategy adopted in pursuit of exposure. Our goal is to immerse users in the advertisement and hope that users can truly feel the emotions we want to convey, rather than conveying the brand name and logo on the surface. We also go to selected music reviews.
[size=14.6667px]This is indeed a manual job. From tens of thousands of music reviews, we finally selected thirty or forty. The first criterion for selection is the length of the music review - it should not be too long and should be easy to remember and spread. In addition, we also pay attention to the emotions contained in music reviews, especially the emotions that can trigger public resonance, such as love, family affection, and the feeling of fighting in a foreign land. We also made it as easy as possible to take photos from different angles. It makes it easier for passengers and music critics to appear on the same screen, forming new stories and communication points. The protagonist in the picture below was actually our design director at the time. After taking this picture, I felt very India Car Owner Phone Number List Very suitable for dissemination. "The most fearful thing is to live a life of mediocrity, but also say that being ordinary is valuable." Together with the photo of a 1-year-old man leaning back - it can arouse many people's emotions. This picture did later become a core communication picture. It was forwarded a lot and appeared in the news. After the planning and implementation of the plan are completed, we need to think about how to expand its dissemination. The next picture, I think, is a very typical NetEase idea, explaining how we can make self-propagation work. Because the number of people who can visit your origin of communication (subways and subway stations) is limited in the beginning, and the media resources and resources in the APP that we can pay to do active communication are also limited.
So what we do is to try our best to allow different users to be willing to record, send to friends, and post in their own circle of friends after experiencing or seeing our design. on social media. This will attract the second and third batch of users to check in, turn our music review carriages and subways into a popular place, and trigger a new round of communication. Of course, during the process, our operations will also deliberately guide users to check in and take photos, making the photos more "tidy" and easier for others to imitate. After the first and second rounds of self-propagation become local hot spots, the media will spontaneously follow up and further spread to more people, creating greater popularity. As we hoped, the event became a classic splash, one that sparked public and private debate for a period of time. Most of the money in this case was spent on materials and some early media paid dissemination, and the overall budget did not exceed 10,000 yuan. But this small budget has increased the number of NetEase users by tens of millions. Call back. The success of this event is because from the beginning, our planning and design were built around "how to maximize the emotional resonance of users" and "how to stimulate and facilitate users to share in self-propagation" . In fact, many offline stores are now very slippery about this. Among Internet celebrity stores in Shanghai, there is a key assessment indicator called the "popularity rate" per unit area.
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發表於 2024-2-20 14:21:00