During this Spring Festival holiday, Jia Ling and "Hot and Hot" completely exploded, how explosive are they?
The market ** says:The box office is expected to reach 3.7 billion, and Jia Ling loses a pound of meat worth 37 million.
Valentine's Day box office said:The box office broke 16.1 billion, won the box office champion of Valentine's Day feature films in Chinese film history.
Maoyan Box Office Says:The movie was released for 7 days and the box office reached 2.4 billion.
As of noon on February 16, the box office of Jia Ling's starring movie has exceeded 9 billion.
Some people comment on Jia Ling's feminist dividend marketing**, and some people say that sincerity is the best marketing:
Outside the play, Jia Ling gained 40 pounds a year and then lost 100 pounds, which is really eating and exercising.
In the play, the "good old man" Le Ying was betrayed by her boyfriend's best friend, backstabbed by her sister and cousin, and broke out in being hurt again and again.
No matter what Jia Ling**'s purpose is, "losing 100 pounds + training a body of muscles" is a fact, and it is also Jia Ling's ability to sell out when it is filmed.
Source: Blue Whale Financial Reporter Work Platform.
After Jia Ling became popular, the queen of this topic also brought the winners behind the scenes - the filming city, the fitness economy, and even the luxury brand couldn't sit still.
For example:Framing the city
In the past, "Hurricane" brought fire to Jiangmen, "To a Windy Place" brought fire to Dali, and now there is "Hot and Hot" also can't escape the law of "a drama brings fire to a city".
"Hot and Hot" was filmed in many places in Guangdong, including Dongguan Shilong, Dongcheng, etc., Shunde Daliang Huagai Mountain Plank Road, etc., after the movie was released, these filming locations became popular attractions for everyone to check in.
Another example is that the fitness economy is also on fire.
is like Gu Ailing with fire skiing, how many people want to rush to the gym to boxing after watching "Hot and Hot", and Jia Ling's boxing with fire is also an inevitable trend. After all, every Spring Festival, it is time to gain three pounds, and it is the right time to fitness.
But if I want to say that the hottest winner recently is the worst luxury brand in history: Prada.
When everyone was still discussing whether Jia Ling was healthy or not after losing 100 pounds, and whether she would be **, our Jia Ling entered the fashion circle overnight and put on Prada.
It turned out that Prada saw that Jia Ling was so popular, and she didn't pretend to be at all, and began to rub Jia Ling's popularity.
Jia Ling appeared on the cover of Harper's Bazaar March issue, and the clothes in these hard photos are sponsored by the Prada brand and are from the Spring/Summer 2024 collection.
Jia Ling, who has straight and short hair, directly staged the "Queen of Prada" in this outfit, with three points of relaxation and seven points of strength, and A exploded.
Source: Harper's Bazaar.
As soon as these posters came out, Prada was exaggerated.
The whole network said that Jia Ling wore a confident beauty; While praising Prada's good vision, some netizens predicted that Jia Ling would endorse Prada in the future.
Of course, Prada is not only a fashion **, but also grabbed Jia Ling for crazy marketing for movie promotion.
At the roadshow in Guangzhou, Jia Ling wore a white shirt, black pants, and shoes from Prada, wearing a capable style.
At the Shanghai roadshow, Jia Ling was also dressed in Prada, with a black suit and jeans, gentle and handsome, and the royal sister Fan Na pinched it.
Seeing this, I have to say that Prada really won this time.
You must know that Prada is known as "the anti-pornography and anti-illegal work of domestic entertainment", "the first resentful brand in history", and "the most unlucky luxury brand in history".
Of course, big brands don't do marketing with their feet, not so much that Prada is rubbing Jia Ling's hot marketing, but rather that Prada is looking for Jia Ling's "endorsement", there are the brand's own considerations.
First, Jia Ling is the queen of topics in charge of traffic.
Before the release of the movie "Hot and Hot", the voices of "Jia Ling used ** as a gimmick" came and went, and doubts continued after the release:
Some people questioned Jia Ling's gender antagonism, worried about being eaten up by marketing; Someone saw Jia Ling lose weight and sighed that we lost half of Jia Ling in a year; others are concerned about Jia Ling's "not funny" and how the drama will develop in the future; Including the sudden change in figure and the discussion of her freedom to dress.
Regardless of the positive or bad reviews, whether it is about ** or the movie itself, Jia Ling has successfully aroused the public's appetite and filled the curiosity of netizens, there is no doubt that "Hot and Hot" and Jia Ling are the focus of recent controversy.
After thinking about it, Prada's focus on topical figures like Jia Ling is exactly in line with Prada's principle of choosing spokespersons - Zheng Shuang and Cai Xukun.
Let's talk about Zheng Shuang first. According to CBNDATA's data, from January to November 2020, Zheng Shuang was searched nearly 100 times on Weibo, which can be called a veritable queen of topics.
At the beginning, Prada officially announced Zheng Shuang, and netizens ridiculed Prada for becoming Plowda.
Source: Arttopia
After Prada terminated Zheng Shuang's contract, netizens ridiculed Prada for tears Prada Prada's drop, but in fact, Prada also got the topic dividend.
Including after the official announcement of Cai Xukun, the number of related topics of Prada is as high as 7300 million, Muse Prada, then CEO of the Prada Group, once said: "Fans did not know Prada through us, but through Kun".
Moreover, Cai Moumou was exposed to "fried noodles and chicken essence" last year, which also pushed Prada to the hot search. Prada didn't move, but netizens "Did Prada terminate the contract today?" "After all, Prada has a lot of experience.
Prada seems to make people laugh and cry, but it is also necessary to admit that the brand has become the talk of the public, and the traffic has stabilized.
From the perspective of marketing, Prada's "black and red" selection method is in line with Ye Maozhong's "Conflict" theory: the essence of marketing is conflict, and conflict and controversy mean traffic.
For Prada, since Jia Ling has been brought in to promote the brand, it must have been evaluated for its controversial traffic for a long time.
Second, the timing of Spring Festival marketing is right.
Not to mention that it is the Spring Festival file, everyone is watching movies, the box office is refreshing every day, and recently Jia Ling has been busy promoting the new movie "Hot and Hot", and has been interviewed by all kinds of **.
Source: Xiaohongshu netizens.
During this time, whether it is online publicity or offline roadshows, Jia Ling's every move will be magnified.
She is like a walking billboard, with a new topic every time she shows her face, which means that Jia Ling can bring a huge amount of ** to the brands Fabrique, Prada and lululemon.
Now Prada has seized the opportunity to market, and it can be said that it has stepped on the marketing day.
Third, Jia Ling's image of feminine power is highly consistent with the brand.
Let's talk about Le Ying in the movie first, it is about the heroine's chaotic life, determined to win once, and the sentence "Look at the mood" focuses on a queen who does what she wants and is her own.
After Jia Ling's Harper's Bazaar blockbuster was leaked onlineJia Ling Bazaar's powerful cover blockbusterThe topic was on the hot search, and netizens commented that Jia Ling was "the female director and heroine who wears prada".
In the face of Jia Ling, who has returned, Zai Deng Bazaar is not only the queen of the box office, but also the queen who wears Prada, and netizens also locked Jia Ling and the "queen" to death.
Back to Prada, many people know that this brand comes from the movie "The Devil Wears Prada". The queen who wears Prada is also a distinctive Prada label.
So when Queen Jia Ling and Queen are in the same frame, in terms of marketing, it is a strong combination.
What's more, Prada invited Olympic athletes Gong Lijiao and Li Zhixuan to shoot a blockbuster of "Beauty Has Its Own Power", and officially announced the women's football team famous for its "sonorous rose" spirit, which also looks at their female power, reflecting Prada's emphasis on women's marketing.
Prada has been well received after frequent cooperation with Chinese athletes, and Jia Ling has been brought in again to "endorse", presumably it is also a continuation of the play style of exporting a sense of female strength and establishing a positive brand personality.
Of course, it is true that traffic is a double-edged sword, and the traffic of controversial people and things will bring backlash.
Luxury brands represented by Prada should also be aware of it, after all, consumers do not only pay for which star they like, but they will block because they don't like which star.