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汗纳迪姆
Aug 03, 2022
In Fashion Forum
Meituan recently launched a new wave of video advertisements, which thoroughly deduces what is called scene marketing from a practical perspective. https://www.bilibili.com/video/BV13f4y1576G 1. Scenario: From "big" to "fine" Take Meituan as an example. In the past, when we mentioned scenario-based marketing, the scenarios we often abstracted were food delivery, takeaway, group purchase, ticket booking, etc. These are the scenes in our daily life, and even ordinary users can quickly associate the pictures literally. However, advertising based on these everyday scenarios itself tends to make consumers feel too common and banal. Whether it is oral or brainwashing product function advertisements, it can only allow customers to deepen their understanding of the "product name", but not the scene that the product can cover. Although the layout of Meituan is broad enough, even now, many people's first impression of Meituan is still "takeaway". It is believed that Meituan is also trying its best to get rid of this inherent impression and enhance consumer awareness. Obviously, this wave of Meituan advertisements is God assists. And it successfully broke the big scene, refined the granularity to the smallest unit, and truly understood the scene first, and then marketed it through the scene. If you look at the series of ads carefully, you will find that each ad begins with a word from the consumer. These words are all real, even a daily sentence blurted out by the audience, including: "It's okay", "Let's go, go to eat", "Wait a minute", "It's okay"... This kind of planning to bring life closer has undoubtedly broken through the ceiling of scenario-based marketing. From pan-scenarios to sub-scenarios, and then sinking to the real scenes in the scenes, it is really hard for the audience to not substitute. I believe that at this moment, you don’t need to be there, and you will immediately feel that the person who is choosing products or services is yourself. 2. Content: From gorgeous packaging to real life This time, Meituan’s advertisement has been as close to real life as possible in terms of vision, plot, and copywriting. Visually, the entire tone does not pursue a deliberate high-level sense, but chooses attractive bright and bright colors; the setting of each scene does not pursue the ultimate beauty of the picture, but tries to be close to the slightly messy offices and residences in life, adding a touch of life. gas; the roles of the actors are not gorgeous, they are all close to the amateurs in life. At the same time, the bright yellow color of Meituan is specially reserved for display space in the whole setting, which does not abruptly set off the feeling that Meituan lights up users' beautiful life. In terms of plot, every time Meituan appears, it is to solve the needs and pain points of users. The character starts with an ambiguous statement. At this time, Wu Lei, the younger brother of Meituan, "jumped" out to interpret the user's true psychology, and achieved a high degree of resonance with the audience in just 30 seconds. The user's psychology is clearly analyzed in a very short period of time, and a large part of the customer's mind is "occupied" without any trace. This is the most real and down-to-earth scenario marketing, knowing what customers say, think, do, and need, and then give it to them. In terms of copywriting, the creators did not use any incomprehensible vocabulary and lengthy copywriting, and all used words that any Internet user could easily understand. In fact, the author was attracted telemarketing list by the advertisement during the period of the drama. At that time, I didn't stare at the screen, but I was attracted by the sentence "wait a minute", and then finished watching the series of advertisements - a sentence that made the customer feel familiar and continued to watch it, which is only possible with a deep understanding of the scene. Scenario marketing is not to package a simple daily scene into a prosperous world, nor to create pseudo-demands that do not exist. Use marketing to tell users: we understand you; use products to prove: we really understand you. 3. From serving customers to accompanying customers I have to say that Meituan's slogan this time is really in place - "Little Helper for a Better Life", which conveys very good customer value in minimalist words: a better life naturally refers to the life scenarios covered by Meituan's services. The little helper is the first to appear and help you when you need it.
Interpretation of Meituan's latest advertisement: the ultimate scene marketing
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汗纳迪姆

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