爆梗出圈!王小卤×《恰似故人归》将有趣进行到底
时间:2022-04-28 15:00:29阅读:45148次来源:牛牛电影网 爆梗出圈!王小卤×《恰似故人归》将有趣进行到底
3/4
近日,古装奇幻剧《与君初相识•恰似故人归》在剧粉的不舍中迎来了收官。该剧自开播以来就一直保持着高热度和口碑,不仅是优酷史上首部热度值突破10000的大剧,还累计40天拿下优酷热度日冠,是当之无愧的春日爆款剧。与之热度一同飙升的,还有在剧中以“优酷剧推官”的身份与观众见面的王小卤。
美味×有趣代入感拉满成就爆梗
能够成为今春爆剧,《与君初相识•恰似故人归》自有其独到之处,从剧情到演员,无一不精准“锤”在观众的喜好点上。同样,该剧在广告的选择上也秉持着在精不在多的原则,其中最让人印象深刻的,就是优酷的年度战略合作伙伴,在剧中作为“优酷剧推官”出现的王小卤,凭借剧集中短短5秒的标板广告,轻松“俘获”了剧粉的心。
与《与君初相识•恰似故人归》这样的爆款剧合作,王小卤很明显制定了详尽的营销策略。王小卤对《与君初相识•恰似故人归》的选择,是营销开局的基础,而品牌对广告上线阶段和剧情点的选择,才是此次王小卤品牌营销成功的关键。与其他全程植入剧情的品牌不同,王小卤独辟蹊径,选择了在剧集高潮收尾的最后8集上线,并且每一个片中标板广告,都精准卡在了剧集的高潮位置,自然又有梗,让剧粉在观剧时既不会对广告植入感到反感,还会对品牌产生探究兴趣。
王小卤片中标版广告4月18日正式上线后,仅仅6小时广告累计曝光量就突破600W,上线1天后就精准触达优酷会员数超千万!
早在《恰似故人归》播出之时,剧粉就注意到了空明头上的“鸡爪”发簪,“优酷剧推官”王小卤在最后8集带着它的标志性广告语“追剧吃零食,就吃王小卤虎皮凤爪”出现时,剧粉才猛然发觉王小卤的趣味“埋梗”,被这个凭借个大、肉多、没指甲、易脱骨而热销远超1亿袋的美味凤爪吸引了目光。在剧粉对“鸡爪”发簪产生玩梗兴趣的同时,王小卤还与剧中饰演空明的演员王子腾梦幻联动,推出“新款鸡⽖发簪”。
在长意纪云禾大婚之时,王小卤更是用满桌鸡爪宴来“随礼”,在玩梗出圈的同时宠粉不停,成功完成了从剧粉到“鸡爪粉”的用户转化。
创意传播新鲜感不停吸粉入坑
能从品牌中提炼出出圈梗并不难,难的是如何将梗趣味、恰当地传播出去。在这方面,王小卤有绝对的发言权。毕竟王小卤大剧营销的成功,并不仅仅是玩梗的功劳,品牌在消费洞察和内容创意上的独到之处更值得深究。
作为零食类品牌,王小卤一早就挖掘出追剧和零食之间的天然场景适配性,将虎皮凤爪美味、趣味、解压的特性和追剧场景完美融合,从而选择恰当的时机将产品成功送到潜在用户的眼前。与此同时,王小卤在内容创意上的持续性爆梗输出也是有目共睹的。从无厘头的系列TVC开始,王小卤就开启了它的趣味出圈路;与和平精英的“吃鸡”联动,更是让王小卤的创意头脑“家喻户晓”,成功打造了出圈爆款;而品牌与用户在微博的日常玩梗互动,也早已成为了品牌维系用户粘性的最佳方式。
作为零食品牌,王小卤真正做到了“持续给人们带来幸福感”的使命,让虎皮凤爪这个看似普通的卤味零食,成为了每个人日常生活中必不可少的趣味陪伴,让人无论在什么时候,看到王小卤就能第一时间想到其有趣之处。《与君初相识•恰似故人归》虽已完美落幕,但王小卤的趣味之路还远远没有结束,相信过不了多久,我们就能看见更加好玩有趣的王小卤,见证另一个爆梗的出现。
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