Rhino Entertainment Original
Wen Yueban edited by Pu Fang
Spring Festival marketing is already a compulsory course in the long-term industry.
In the past few years, due to the objective environment, a large number of users have gradually formed the habit of spending the New Year for a long time. A new consumption space has been formed. may corroborate that in the past around the Spring Festival, which was not a key schedule in the drama market, many drama hits have been created in the past three years.
Today, it is the common choice of all platforms to fight a marketing battle before the Spring Festival and create an immersive consumption field for users; The node value at the beginning of the new year has also made various platforms work hard to build a content field and marketing matrix with high gold content, further strengthen the brand mentality of users, and create a key position to convey the platform's strategy in the new year.
In just a few years, the marketing methods of the platform have completed iterative updates from issuing film lists and building channels.
You can do an analysis in combination with Youku's latest actions. With the theme of "Youku in the Year of the Dragon, Good Luck", Youku has just released the main logo of the 2024 Year of the Dragon, and released the "One-stop Dragon Show on Youku Spring Festival"** material, officially announcing the 40+ good content "spiritual New Year's goods" that will be broadcast and are being broadcast during the Spring Festival on Youku, including dramas, variety shows, movies, humanities, animation, children, sports, etc.
At the node when the Spring Festival is approaching, Youku shows the advantages and prospects of the platform in an all-round way. The playing style and strategy behind the action are worth paying attention to and referring to.
The new "Year of the Dragon Master Logo".
"New Year's flavor" is the key word
Through the main logo of the Year of the Dragon in 2024, it can be analyzed that Youku's move is trying to form a triple intelligence.
The first is the realization of marketing value. The main logo is inspired by "youku + dragon + 2024", and is created through ingenious combinations, resembling the traditional Chinese character "龍".Not only is it very memorable in aesthetics, but also the strong association formed by the direct implantation of the brand, which also forms a marketing value, which is an absolute plus from the design itself.
The second is the opening up of cultural identity. The "dragon" has a lofty, mysterious and sacred status in traditional Chinese culture, and as one of the representatives of Chinese culture, it is also a symbol of good luck. The main logo of the Year of the Dragon is extended with "Dragon" as the core elementCultural identity will be formed around the Spring Festival, and it will also strengthen Youku's long-term value orientation of advocating cultural self-confidence and telling Chinese stories well, forming a deeper sense of goodwill.
The third is the deepening of brand awareness. Through the linkage between the main logo of the Year of the Dragon and the content of the station, exclusive logos are designed for different contents, including "Country Love 16", "Tang Di Gong Case", "Love for a Long Time" and so onThe combination of platform marketing and content marketing not only shows the intention of good content, but also conveys the original intention of the platform to continue to "go all out for good content" in the new year.
In the "Youku Spring Festival Show"**, which was released at the same time as the logo, a series of high-quality content accompanied by logos with different temperaments were unveiled separately, laying out expectations and rituals for users in advance.
Nowadays, every Spring Festival, the lack of "New Year's flavor" has become the core topic of contemporary people, and the lack of a sense of ritual and atmosphere has become a key consensus. Therefore, at this node Youku showed its intentions,The key word of the marketing idea is "New Year's flavor".
On the one hand, Youku has created an immersive space for the online New Year, which not only has "new" inside and outside, but also brings out a lot of good content to share with usersIt provides users with full emotional value before and after the Spring Festival.
On the other hand, it also uses the "dragon" as a symbol of auspiciousness in traditional Chinese culture to send users the most sincere blessings for the Year of the DragonProvide long-term value with a sense of companionship and empathy.
From catering to demand to manufacturing demand, from content satisfaction to in-depth companionship, the Spring Festival marketing of Chang** is quietly advancing on Youku.
Prepare enough "spiritual New Year's goods" for users
It is the confidence of marketing
There are some things that you can see because someone wants you to see ......A famous detective line was exported, and "The Case of Tang Di Gong" started the first shot for Youku's "one-stop show" during the Spring Festival.
This costume suspense drama co-starred by Zhou Yiwei, Wang Likun, Zhong Chuxi, Zhang Jiayi, Zhang Ruoyun, etc., adapted from the name of the Dutch writer Gao Luopei**, with its IP gold content and strong lineup, it has attracted a lot of attention since the official announcement, and the recently released trailer is full of texture, driving the number of reservations on the station to exceed 4 million.
And in the "One-stop Dragon Show on Youku's Spring Festival"**, there are many types of popular content including dramas, movies, animation, cultural programs, etc., many of which will be reminiscent of Youku's current multiple content longboards.
For example, "Country Love 16" appeared in **, and it is basically determined that it will continue to accompany everyone for the New Year, becoming a must-have "spiritual New Year's goods" for many users every year; and "The Legend of Zhen Huan", "Do You Know If You Should Be Green, Fat, Red and Thin", etc., are nicknamed Youku's "pension insurance", and they are also the highlights of the Spring Festival for users to reminisce about nostalgia; 30+ Spring Festival Gala ** watch, for users to send a wealth of "electronic Chinese New Year's Eve dinner".
There are also the animation "Cangyuan Tu", the children's "Pleasant Goat and Big Big Wolf", the movie "Thirty Thousand Miles of Chang'an", and the cultural program "Round Table Pie" ......In these fields, many of Youku have formed industry advantages.
Behind shouting "a good show", the concept of "going all out for good content" has blossomed and borne fruit after years of deep cultivation.
It can be seen that many of Youku's content achievements in 2023 are the results of the content vertical efforts in the past few years.
For example, the circle-breaking Hong Kong drama "News Queen" at the end of the year can be said to be the first sample after Youku proposed the concept of "New Hong Kong Drama" in 2022; The overall force on animation has not only formed a number of popular IPs, but also promoted last year's "Cangyuan Tu", a Douban 88 points for phenomenal works; And the live-action manga track, last year, there were two high-reputation hits "Youth Song Xing" and "Under the Alien".
These longboards are gradually building up Youku's high-quality content pool and further forming brand value. On the whole, Youku's original intention of creating good content is reaping returnsIn 2023, four of the top 15 dramas in the Yunhe hit drama rankings will occupy four seats, and "Long Moon Embers" shows super user stickiness, with a single project crowdfunding amount of derivatives exceeding 10 million.
Invite users in, Youku is not afraid of not having a good "New Year's goods" to entertain customers, which is the real confidence of this Spring Festival marketing. Looking at the longer-term platform strategy, with the content development capability of "technology + content", Youku has further expanded its high-quality content reserves.
The official announcement of the completion of the "Legend of Mortal Immortals" drama released a pilot trailer, and the audio-visual texture exceeded expectations and attracted a lot of attention; The character modeling of "The Legend of the Tibetan Sea" has also attracted a lot of praise; China's first large-scale use of virtual filming drama "Qingming Riverside Map Code" has implemented the platform's technical exploration results.
Qingming Shanghe Tu Password" filming site.
In addition to continuing to make efforts on the platform's featured tracks, Youku is already looking at new content directions. Youku's sci-fi drama "Sea of Dreams" was called "the most anticipated adaptation" by the original author Liu Cixin; The suspense track has developed short dramas with a number of film directors, such as "Snow Labyrinth" produced by Zhang Yimou and directed by Lu Xing, and "Once Upon a Time by the Water" produced and directed by Cao Baoping.
Taking this year's Spring Festival as a node, whether it is the remarkable content achievements in 2023 or the future layout that frequently drives user expectations, Youku's rationality and persistence in content development have connected the benign development chain of the platform and formed long-term value for users.
At the inflection point of Chang** entering the next journey, Youku has released many signals through this Spring Festival marketing.
Service + Marketing
Long-term competition for a long time
In recent years, under the influence of internal and external driving factors, Chang** is ushering in drastic changes.
The results are well known, each platform has completed the improvement of its financial situation in the process of self-evolution, and has also formed a more scientific and rational content ecology; With the upgrading of content, the market has become more and more mature, and has put forward requirements for the platform to accelerate the upgrade from content to operation services, and promoted the iteration of platform services from refinement to customization in just a few years.
When user stickiness is gradually formed, how the platform can improve information interaction and high-frequency interaction with users through activities and node marketing is forming a series of routine operations, which will also become the core competency in the next competition in the future.
Youku's Spring Festival marketing is based on user needs and consumption habits.
The long Chinese New Year has formed a habit for many pan-entertainment audiences. Even if there is no objective requirement for celebrating the New Year in a different place and at home in 2023, last year's Spring Festival was the peak of data for the frequent emergence of popular dramas on various platforms, and Youku's "Youth Song Xing" created with a new generation lineup has achieved a super long-tail effect with a good reputation.
Behind the comprehensive upgrade of marketing this year, Youku is also improving more operation methods in addition to content services, in addition to "good shows", there are also "good welfare ones".While letting everyone go up to "watch the show", we will provide derivative benefits including member New Year gift posters, icon auspicious words wallpaper with rights and interests, etc., so as to accompany users to have a good year with a better sense of experience and ceremony.
And the landing point of these marketing actions will be Youku's brand value.
With diversified services and efficient marketing, Youku is building a capability system that will form a positive image for pan-entertainment users: more good content, more activities, and more benefits, providing users with a good-looking, fun, and interactive all-round experience.
For the long-term industry of the future, this points to a certain direction of certainty.
The futuristic competition of the industry is clarifying a long-term future. Based on the platform ability of stable output of good content, it meets the personalized and customized service needs of the audience, and provides a more immersive and valuable platform experience through marketing actions, so that good content can get good value, which may be the thinking and expectation revealed by Youku's main logo in the Year of the Dragon in 2024.