Xiaohongshu data analysis platform: how brands build IP marketing with the help of Lingya travel traffic

Introduction

According to thousand melon data, since the launch of the film, Lingya Tour This IP is also in Quotations from Chairman Mao Zedong The platform has grown tremendously. The cumulative number of topic views exceeded 123 million, and the estimated total number of notes read was nearly 50 million. Behind the rising number is the carnival of the younger generation!

Guoji · Qiangua Data

The popularity of Lingya's trip on the Little Red Book platform has soared, not only because of the love of Generation Z, but also because of official support.

Xiaohongshu Notes

The official account @ Entertainment Potato of Little Red Book sent two notes on topics related to the Lingya trip on March 24 and 29, respectively. It can be seen that the platform side is also very optimistic about the potential of this topic. As one of the main groups of the Little Red Book platform, Generation Z naturally pushed the popularity of "Journey to Bell Buds" to another peak under the official promotion.

Seeing that the influence of IP is also gradually expanding in various media platforms, how to use the popularity of IP to realize? Naixue's tea gives a perfect answer.

Cross border co branding, the way to realize IP

On the same day that the film of Lingya Tour was released, Naixue's tea started the linkage of IP and launched its own flagship products, "domineering strawberry" and "domineering mango", which can be purchased online or offline stores to get around the Lingya Tour.

Guoji · Qiangua Data

The joint name of Naixue's tea and New Haicheng's "Journey to Bell Buds" is the "masterpiece" of the two IPs. In fact, there are many similar co names in the tea industry. Take the April Fool's Day just past as an example, Joy Tea and Anime IP Big Dog launched "mustard cheese" series of small ingredients, adding mustard to the small ingredients that usually look like cheese. Consumers who want to trick their friends like Ah Xi can buy limited small ingredients, or buy designated products to replace the normal cheese.

Junior talent @ A Puff released the note "Be careful of the friend who invited you to drink tea in 4.1.

Guoji · Qiangua Data

The most famous one a while ago was Ruixing × Line Dog Valentine's Day. The blogger @ Shuijianbao pasted the published notes, and the number of interactions reached 49400. In addition, keywords such as "like" and "want" appeared in the top 10 comment words, which shows the high effectiveness of grass planting transformation.

Guoji · Qiangua Data

Obviously, joint names Marketing The brand with similar consumption characteristics can reconstruct and interpret the original elements without intersection from a new perspective, reshape a bright new image, new attitude and new model for consumers, so as to expand new customers in the same circle and form a win-win situation for the brand. Therefore, the brand can add new vitality to the brand by virtue of the popularity of other brands.

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