As a well-built and representative brand asset, image IP has an important value that cannot be ignored for brand building. At the same time, the construction of the "personality" of an image IP and the improvement of the public impression also need to be gradually enriched through continuous content communication. Today, Yuan Tsai will take you to observe how the current classic image IP has been widely loved!
Turn into the image IP of a doll and enter the real world to interact with the public
The most common and simple way is to set up pop-up stores, theme stores, and offline events, so that the image IP can come to the scene and interact with the audience intimately.
Like three squirrels participating in the ** Festival, as soon as the three small dolls with the image IP appeared, they directly relied on the "number of people" to win attention, attracting young people to take pictures and paste with them.
Hema has a "big ass face" and is a well-known activist, and it is not enough to have it in stores, it will also actively represent Hema itself in some offline activities. 
On this basis, it is advanced to integrate IP three-dimensional into outdoor advertising like **. For example, at the time of this year's National Day rework, **, who has insight into the physical and mental exhaustion of migrant workers, has set up a bunch of Tao dolls in the subway station with open arms to comfort the public.
But no matter how different the appearance is, the cute doll version of the IP can brush the presence of the brand and help narrow the distance between the brand and consumers. Especially the fluffy doll IP, which is extraordinarily powerful.
Studies have shown that stroking the soft fluff is good for regulating mood. The famous psychological experiment "surrogate mother experiment" also pointed out that soft touch can give people comfort and comfort.
Therefore, when people see and touch these soft dolls, they will naturally have positive emotions and will be more likely to have a good impression of the brand. Just like the case of **, media innovation triggers a wide range of novelties, and the emotional value obtained by leaning on and hugging Tao dolls also makes people's love value upup.
In the animation world, let the IP be the protagonist and speak for the brand
In the era of the improvement of animation technology and the increasing maturity of the animation market, making an animation film with image IP as the protagonist is also a feasible way to amplify the value of IP. Meituan has "Kangaroo Diaries"; JD.com has the ...... "Joy and Heron".Almost all of the leading Internet brands have done this. 
Specifically, these textured cartoons created with "huge investment" are mostly designed to convey brand values or brand building characters at nodes that carry important emotional significance. For example, the anniversary cartoon depicts the meeting of two generations of penguins, killing with a wave of affectionate memories, making the public nostalgic for the old relationship with QQ.
Last year's New Year, JD.com also made a 3D animated version of the Chinese New Year micro-movie for the Joy &Doga family. In this appropriate and warm story, not only the character design of the image IP is becoming more and more full, but the temperature of Jingdong is also fully displayed.
And Tencent. As early as 2020, it played homophonic stalks and designed a Mid-Autumn Festival version of "Long Goose". And this year's micro-film is to let this penguin, which has an extraordinary appearance and interesting personality, reveal its deep heart. Only when the unique image IP becomes fuller, can more content be expressed for the brand.
In addition to professional cartoons, brands also like to shoot some social and lightweight animated short films. For example, in 2020, DingTalk reversed word-of-mouth begging for mercy**, and Tmall's New Year brand film this year.
The short films that take the magical and interesting path can make the image IP that is active in it more vivid and interesting. On the contrary, the appearance of image IP has also softened the brand's content communication.
Personify social media operations, and add points to IP personalities
Compared with the above two ways to play, integrating character design into social media operation is the simplest and most testing the endurance of the brand.
At present, the more successful representative brands are these:"
On Want Want's Weibo, Wang Tsai is a lively and funny big boy, and he is also a migrant worker who loves to fish like tens of millions of netizens;
In Hema's Weibo, the big ass face has become a joker who loves to fight with netizens and laugh at himself;
On **'s Little Red Book, Tao Doll also focuses on a rebellious and uninhibited person who loves to live;
In doing so, there are multiple benefits from perspective.
On the one hand, in the daily direct dialogue with the public, the character design of IP is more solid. On the other hand, with image IP, the public impression of brand social media operation will not fall on "", but precipitate into a brand asset. What's more, many of the current events of brands out of the circle come from the personified operation of the official account. It's like brands picking up boxes for bee flowers and writing letters to Luckin. Therefore, for brands with image IP, it is more important to consider whether to substitute characters in social media operations as soon as possible.
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