As one of the hottest short-video apps today, DOUYIN has become increasingly important to advertisers due to its huge traffic, and some famous fashion and luxury brands such as Dior and Chanel have also started DOUYIN marketing. However, many people still think that DOUYIN marketing is not good and there is no ready-made model to learn from. In fact, this is not the case, there are very many successful DOUYIN marketing cases to learn from and effective and replicable DOUYIN marketing methods can be summarised.
1 DOUYIN marketing of the manufacture of hot spots
The interactive nature of DOUYIN is very high, which is very suitable for the dissemination and promotion of marketing activities, and the trick to success is to make the DOUYIN marketing content into a hotspot to attract widespread attention.
As soon as the Sanya International Duty Free City’s #ThisTimeMakesMuchMoney campaign was launched, it received enthusiastic participation from DOUYIN users and duty free fans, and quality video content continued to emerge. The high popularity of the campaign also attracted the attention of experts in related fields, and the spontaneous participation of high-following experts brought a large amount of traffic to the topic, resulting in an outstanding achievement of over 200 million video plays within 24 hours of the topic being launched.
2 DOUYIN marketing of the establishment of brand persona
The purpose of establishing a brand persona is to attract users, gather fans and increase fan stickiness with a personified brand. Through DOUYIN marketing, to create a blue V account with the ability to attract fans, it is necessary to design an exclusive persona for the account and form brand persona characteristics.
First, through understanding the needs of customers, set the account positioning, account persona and content mainline; then, through high-quality, persona-compliant video content to gather customers and improve fan stickiness; finally, after a long period of sedimentation, establish its own DOUYIN traffic pool, and complete the conversion.
3 DOUYIN marketing of creative advertising
The biggest problem with hard advertising is that the content is not interesting enough, while the creative advertising should be done so that users are not offended, but also can achieve the effect of advertising. The lowering of the sense of advertising inconsistency has raised the requirements for ad makers.
Hailan House collaborated with the national treasure national comic classic IP “The Greatest Showman” on a co-branded sweatshirt, giving the classic cartoon character Sun Wukong the charm of traditional Chinese culture on the clothing to rekindle the classic. After this shake marketing campaign, the brand homepage added 91,000 followers, achieving an effective 5s play rate of 57% and a higher interaction rate of 12%.
