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Jeanswest micro-movie "I wait for you in the memory" on the line interpretation of the true concept of the brand
Recently, by the casual wear brand Jeanswest produced, Zheng Kai and Yang Zhanshan starred in the micro-movie "I wait for you in the memory" on the line, quickly detonated the network, sought after by people. According to incomplete statistics, the cumulative broadcast reached 4.8 million comments more than 7 thousand. With the help of the micro-movie "I wait for you in memory", the popularity and influence of Jeanswest brand have been further improved. As a result, the star-style down-products that are the main brand in winter have also entered more people's eyes. In fact, this is not Jeanswest brand marketing for the first time in the form of micro-film. In the spring of 2012, Jeanswest launched a young micro-film for the 90s - "Natural unique, 90 youth handwriting", with the young maverick interpretation of Jeanswest Jeans philosophy, and achieved good marketing results. With the last experience, the operation is even more ease. In recent years, with the growing popularity of micro-movies, many companies are also eyeing the piece of cake, one after another filming their own micro-movies, with this innovative marketing brand communication. However, as more and more micro-movies are brought to market, the effect begins to decline. Talking about this situation, Chen Weijia, assistant director of marketing department of Jeanswest International (Hong Kong) Co., Ltd., told Advertisers magazine that not all brands are suitable for the use of microfilm for brand communication. The key depends on the brand's target audience. If the brand target audience and micro-film audience are significantly different, no doubt that such companies use micro-film is difficult to achieve the purpose of communication. Jeanswest example, Jeanswest's core customers are 18-25 year-old young people, this part of the consumer young, stylish, dynamic, new things have strong curiosity. At present, the mainstream group watching micro-movies is 85,90 after these groups of gangs, the two have a high degree of fit, with a large audience base, make the multiplier effect. Although the micro-film is specially created for the product or brand, the product and the brand must be implanted in a natural way without leaving traces of the micro-movie, otherwise the audience will be aroused. A successful micro-movie should find a balance between art and business. While making exciting stories, it will also enable the company's brand to be displayed effectively. In order to achieve this goal, brand information implanted, well versed in the road of brand marketing, Chen Wenjia also did a sophisticated planning and settings. In the mini-movie, "I'm Waiting For You in Memory," the heroine Yu Xiaohong is a Jeanswest fashion designer, which provides the most sensible explanation of Jeanswest's signs and wearing Jeanswest down jackets for their work. In addition, Jeanswest brand LOGO and "sublime down, Jeanswest, tribute to youth" reappeared at the end of the film. They neither appear unexpected and affect the story of the story, but also display Jeanswest brand in front of the audience to make youth and youth Jeanswest brand closely linked together, narrowing the distance between the brand and consumers, enhance the corporate brand influence and enhance the audience awareness of the brand. "The use of micro-film brand communication, not just the pursuit of product exposure in the film, more importantly, spread the brand concept." Chen Wenjia said Jeanswest is a young, healthy, progressive apparel brand, but also a positive Optimistic attitude to life. The film should be such a positive, optimistic, progressive attitude to life to consumers. Jeanswest through the film and the audience to conduct an in-depth communication, so that the audience through the micro-film perceived brand connotation and philosophy, and thus fell in love with Jeanswest. In terms of media distribution strategy, Chen Wenjia said that as a strategic channel of cooperation with Youku, Youku Video is an important channel for the promotion of this mini-movie and has conducted various multi-dimensional and multi-dimensional approaches through microblogging, official website, blogs and forum communities Three-dimensional spread. It is worth mentioning that, in line with the spread of the micro-film, Jeanswest also launched an interactive area on the activities of the game, so that it matches with the micro-film, and achieved good results. Even more commendable is that this micro-movie set an open ending, encourage everyone to give full play to their imagination, write the ending for the micro-movie, which further aroused the enthusiasm of everyone, laid the groundwork for the follow-up brand communication. Although this micro-film has achieved good communication results, but did not reach the heart of Chen Wenjia best results. In his opinion, a successful microfilm must be connected with product sales, driving product sales. "If only the micro-film shooting very beautiful, high-volume, but also achieved good reputation, but did not bring benefits to the enterprise, then in the long run, it can not be counted as a successful micro-film."