In terms of traditional marketing strategies, celebrity endorsement is one of the ways favored by brands. According to the statistics of iMan, there are more than 100 brands on average every month to make official announcements of spokespersons. It is self-evident that celebrity endorsements are enhancing the empowerment of brand voice.
Data**: Aman data.
However, in the past, although the more conventional official announcement of the spokesperson can bring accurate reach to the brand at the fandom level, it is easy to fall into a carnival between stars and fans under the regular loud volume and high liveliness, and attention will appear"People" product".Even"Attention is limited to people".The dilemma.
Back to the goal, what does the brand care about when it chooses a spokesperson and makes an official announcement as a spokesperson?
To put it simply, it is how to reach the accurate crowd with the help of the spokesperson's voice, so that more people's attention and discussion fall on the product itself, and realize the long-term planting of the product through the short-term explosion of the spokesperson's official announcement.
Focusing on this goal, the official announcement of the Xiaohongshu spokesperson IP star official announcement plan has found a new breakthrough.
Two platform advantages
Xiaohongshu has achieved a unique spokesperson and officially announced the soil
01 Truly share the mature grass atmosphere under the precipitation
As a lifestyle community for young people, Xiaohongshu carries real, professional, interesting, and useful content for all life scenarios, where users not only share their life experiences, but also look for lifestyle and consumption decision-making suggestions. The two-way rush between sharers and users around the "better life" has contributed to the mature grass planting atmosphere of Xiaohongshu.
In this case, the sharing of celebrities is like a fulcrum, while leveraging the attention of fans and users, through its scene-based planting, effectively allowing users to put more discussions on the product itself.
For example, Yin Zheng is frequently searched because of his success, and everyone will go to Xiaohongshu to find the same recipe;After Dong Jie shared frequently out of the circle in the live broadcast of Xiaohongshu, Dong life and Dong style clothing became high-frequency search terms on the site;Lin Yun, Zhao Lusi and other celebrities' beauty outfits always attract a large number of onlookers, and the focus of everyone's discussion is not limited to the stars themselves, and "the same skin care method is suitable for you" often triggers a climax of discussion.
Little Red Book.
There are a variety of celebrity-related grass content on the site, which has sparked a lot of discussions around the product itself.
In Xiaohongshu, the brand has gained much more than a simple interaction with stars and fans.
Celebrities have the mind to share good things, and fans and users also have the Xi of learning and planting good things in Xiaohongshu, forming a virtuous circle around the product itself, making the Xiaohongshu community the best choice for product planting.
02 The content brought by the interest circle layer breaks the circle
Since Xiaohongshu is a community-based platform, users spontaneously gather together according to their interests and hobbies, forming multiple vertical circles such as clothing, makeup, film and television, sports, food, and reading. On Xiaohongshu, celebrity-related topics attract not only its fans, but also more voices from interested groups and pan-people.
For example, with the popularity of the TV series "Cloud Feather" and "Can't Hide Secretly", keywords such as Lu Yuxiao's outfit and Zhao Lusi's same style quickly became popular on Xiaohongshu and became highly searched terms, which shows that Xiaohongshu users pay great attention to planting grass.
Little Red Book.
By penetrating the core group of fans, and continuing to break the circle of generalization, so as to gain the attention of interested groups and pan-people, Xiaohongshu's unique anti-funnel model enables brands to more efficiently use the power of spokespersons when planting grass to achieve heated discussions and grass planting inside and outside the product itself.
Little Red Book.
The mature grass planting atmosphere and the strong ability to break the circle of content complement each other, providing fertile marketing soil for the brand to be the spokesperson and official announcement. Xiaohongshu Star Official Announcement Plan IP was also able to stand on high-quality soil and explore a new model of spokesperson official announcement marketing with brands.
Break the spokesperson's official propaganda and broadcast template
High-quality soil + high-quality IP allows the spokesperson to continue to upgrade the benefits
The mode of hard broad, information flow, and spokesperson cooperation to concentrate on the volume of explosion is a common way for brand spokespersons to announce the campaign, which can achieve a breakthrough in helping the brand's mental reach, but there is still a dilemma that "people are greater than products". In order to better convey the value of the product, Xiaohongshu spokesperson officially announced the IP star official announcement plan to make further breakthroughs in content, fully combining star characteristics, fan preferences, and product characteristics, and customizing to create more native and scenario-based grass content, aiming to further leverage the celebrity benefits of spokespersons through good content, and help brands achieve the dual empowerment of spokesperson voice + product intelligence.
Previously, when Colmo officially announced its brand ambassador Zeng Shunxi, it had in-depth cooperation with Xiaohongshu's Star Official Announcement Plan. Xiaohongshu broke through the logic of traditional pure hard and wide laying, combined with fan preferences, and customized a girlfriend's perspective home vlog for brand ambassador Zeng Shunxi as the core official announcement material, which successfully gained high attention from fans and home furnishing interest groups, helping the number of views of Colmo's new product topics to exceed 18 million, and the total number of online topics quickly exceeded 1500 million, to achieve the full outbreak of the official announcement of the volume of events + discussions.
Looking back on the official announcement of the spokesperson, there are many highlights that can inspire the brand.
First of all, combined with the positioning of the brand ambassador Zeng Shunxi as the male protagonist of the idol drama, as well as the sense of home companionship and high-value texture of Colmo smart home appliances, Xiaohongshu tailored a first-person boyfriend style vlog for its official announcement, and planned the topic of communication on the station as "Living in My Shenyan Home". Starting with waking up your "girlfriend", cooking breakfast for your "girlfriend", washing and taking care of your clothes, and finally spending your anniversary together. Different from the hard and wide differentiation and immersion content, while stimulating the enthusiasm of fans, it cleverly integrates the selling points of COLMO's full set of smart homes into it to realize the in-depth planting of grass in the scene.
Little Red Book.
Because of this material, many star fans and drama fans have recognized and learned about Colmo home appliances for the first time, recognized the intelligent functions and high appearance of home appliances, and effectively realized the first round of transformation from star voice to brand equity.
Little Red Book.
Subsequently, when the popularity of colmo grass planting was soaring, Xiaohongshu struck while the iron was hot and co-planned the brand ambassador x colmo offline store check-in chance encounter activity. During the event, users can check in offline stores + post notes to win co-branded merchandise with spokespeople. This measure not only effectively mobilized the enthusiasm of fans to participate, but also opened up the formation of closed-loop communication online and offline, improved the rate of users entering the store, and successfully returned the offline check-in notes to the online to promote heated discussions and fermentation in the Xiaohongshu station, providing sufficient space for product experience and grass planting.
Little Red Book.
It is worth mentioning that a considerable part of the notes posted by fans are not limited to the spokesperson itself, but share their feelings about Colmo's products through real experience. Product keywords such as good looks, intimate intelligence, and high-end aesthetics have been repeatedly mentioned in fans' store visit notes, and they have successfully planted grass to more 3C target customers.
Little Red Book.
And this phenomenon also happens to confirm the in-depth understanding and integration of the value of the Star Official Announcement Project IP to the value of Xiaohongshu's fandom:In Xiaohongshu, which takes life sharing as the core, fans are only one of the identities of users, in front of their favorite celebrity materials, they can be planted, but as they pay more and more attention to and experience the products endorsed by celebrities, they can also become the grass planters of the product itself, and share the selling points of the product to more customers in the interest circle through different perspectives.
Driven by the fans of Xiaohongshu, the product can complete the breakthrough from the core group to the interest group and then to the pan-crowd, and at the same time realize the empowerment of topic volume, user participation and long-term brand asset precipitation, so as to break the spell of the traditional spokesperson's official announcement. 、
Innovate the interactive form of spokesperson's official announcement
It is possible to plant grass from the selling point to the concept of the product
As Generation Z has the right to speak online, the marketing characteristics of "perception" is greater than "informing" are gradually becoming apparent. This generation of young people is more inclined to co-create with brands and experience the experience for themselves. Correspondingly, the spokesperson's official announcement should also accurately understand the characteristics of the target audience and establish an emotional connection with them in an appropriate way.
In this regard, Xiaohongshu's Star Official Announcement Plan has also launched a brand-customized interactive gameplay, using a more "tasteful" trendy way to play with users and convert potential audiences into marketing communicators and product consumers.
Take Xiaohongshu's Star Official Announcement Program as an example of the cooperation project of Jun Ji-hyun, the official brand ambassador of La Mer, to take charge of the new life and youth sustainability. In the event, Xiaohongshu did not follow the publicity model of hard and large, but deeply integrated the popular AI gameplay and the concept of "young sustainability" conveyed by the brand ambassador to plan a young and sustainable AI blockbuster interactive gameplay, leading users to further deepen their attention from the brand ambassador itself to the core of the brand spirit she interpreted, constantly bursting with vitality, always maintaining a youthful state, cleverly amplifying the selling point of product repair + anti-aging, and realizing the deep planting of the product from the selling point to the concept.
Little Red Book.
Attracted by the fun gameplay and rich rewards, users have posted their own Jun Ji-hyun AI blockbusters on the topic page, and shared their attitudes and stories about youth, among which the content of women's growth and self-pleasing notes has received a large number of likes, detonating the discussion of the product and brand concept on the site.
Little Red Book.
During the event, the number of topic-related notes exceeded 470,000+, the number of lamer's notes increased by 39 month-on-month74%, and the number of brand searches increased by 1647%。So far, IP has successfully implanted the product into the hearts of consumers, completing the closed loop from voice explosion to mental penetration.
The charm of Xiaohongshu's community model is that it allows everyone to have a voice and co-create content in a more objective and rational manner. This model not only enhances the brand's voice, but also extends from a single celebrity expression to fan co-creation, making the relationship between the brand, the star and the fans closer, and allowing users to psychologically identify with the brand through the influence of values.
Xiaohongshu also looks forward to the official announcement of IP through the spokesperson of the Star Official Announcement Program, and deeply integrates with many consumption scenarios and vertical categories in a way that is closer to young people. By integrating the three major resources of content IP, star artists and prime quality, the spokesperson will be built into brand equity, so that young people can pay attention to the spokesperson-related content at the same time, so that good products can naturally be planted in their hearts.
Star Official Announcement Plan 20 start
The four major upgrade points continue to amplify the marketing value of spokespersons
Everything can be planted", in addition to the above-mentioned beauty and skin care and home furnishing brands, endless treasures can be unearthed in the food, clothing, jewelry and other industries. Sometimes, the spokesperson's official announcement is not just a product, but a concept, a style, and even like Dong Jie and Zhang Xiaohui, they lead a new way of life while planting grass.
Under this trend, Xiaohongshu has become a stage for brands to refine their grass, whether it is an emerging brand or a mature brand pursuing innovation and breakthroughs, they can find their own spokesperson official announcement method on Xiaohongshu to achieve the rapid rise and continuous growth of the brand.
From Q4 2023, the spokesperson of Xiaohongshu will officially announce the IP star official announcement plan to complete the series of upgrades, plansTargeted and precise reach of the crowd, explosion of BIGDAY resources, upgrade of interactive gameplay, and linkage of fandomFour ways to play, continue to explore the breakthrough of the spokesperson's official marketing, and fully empower the product.
Subsequently, the advantages of the Star Official Announcement Program will continue to attract all kinds of brands and spokespersons to enter the market, realize the deep recognition of consumers and brands at the emotional level with the resonance of values, and continuously release the value of IP marketing.
Write at the end
Whether it's focusing on short-term marketing or long-term brand building, brands want to convert fans into their own fans and loyal users through the official announcement of their spokesperson. Xiaohongshu's Star Official Announcement Plan closely focuses on this demand, making full use of its mature grass-planting atmosphere and strong content communication capabilities, so that marketing falls on the product itself, and helps brands better achieve the goal of "product is greater than people".
In the future, Xiaohongshu will continue to give full play to the advantages of the platform, use the circle-breaking effect to further expand the coverage of product planting, create a new way for more brands to cooperate with celebrities, and maximize the value of the spokesperson to empower product planting and the long-term precipitation of brand value.