GMV exceeds 10 million from 0 to month! How does the brand achieve rapid start by relying on talent marketing?

0-1 is a topic that many brand businesses are concerned about.

We found a beauty brand AB LAB， Rely on the dithering channel Talent marketing , 100 days online 40 million GMV , accumulated in less than half a year 25 million - 50 million GMV , GMV reaches in June or even 10 million - 25 million 。

It can be seen from the delivery channel that its sales in Tiaoyin are mainly contributed by experts, accounting for up to 99.84% 。

What kind of talent Marketing How fast can the strategy achieve sales from 0 to 10 million yuan per month? Let's see how this brand does talent marketing.

#01

Concentrate on the pieces

AB.LAB is positioned as "aging care for sensitive muscles", and mainly develops anti-aging care products based on aging signals of sensitive muscles.

For many brands with talent marketing, users will only give the brand one chance. If you choose multi product line marketing, you may fail to do well due to the lack of centralized marketing, and lose the patience of users for the brand.

From AB From the perspective of product development of LAB, it is easy to see that it also has the same idea Focus on three skus , including essence water, eye cream and essence liquid, and the price of single product is concentrated between 100 yuan and 400 yuan.

In addition, AB.LAB will also Nicknamed packaging of products The eye cream is called "witch eye cream", the essence water is called "witch water", etc. Naming is an effective way of communication to build the foundation for the future talent marketing. Through catchy nicknames, users can deepen their memory of the product and draw in the distance from users.

▲ Pictures from the network

#02

Vertical talent, circle layer penetration

How to quickly penetrate target users from 0 to 1?

The answer is that based on the target users of the product, AB.LAB selects talents to cooperate and reverse create product labels. We find that AB.LAB selects talents with the following characteristics:

1. Vertical cosmetics related industries

Through the screening of personal beauty care, face value, fashion and other fields of vertical talents, such as Hua Mei, Zhang Haoxuan, Make a Friend, Make up, Oriental Select Beautiful Life These talents have certain industry influence, can accurately locate target users, and attract more users to know AB LAB、 Grass planting AB LAB、 Use AB LAB。

2. Overlay delicate mother tag

In addition to cooperating with beauty vertical bloggers, AB.LAB will also consider the label of Baoma when selecting talent.

The reason is that based on its eye cream products, eye cream products are suitable for people with pain points of staying up late. These users will have problems such as dark circles, bags under the eyes, dry lines, etc. AB.LAB has found more detailed portraits of talented people like stay up late Baoma, and can plant grass products to personally experience "often stay up late with children, there are many skin problems caused by staying up late". For example, Wang Xiaoming, Baibei Rabbit and Xiaozhou porridge are beautiful men who are both beauty and fashion experts and have the label of Baoma.

3. Cost controllable for verification

Ms. Dong, founder of AB.LAB brand, said that at the beginning of the brand Validate the initial idea through some experts with relatively controllable cost and relatively small size : that is, whether the users that Daren can influence are the users that they anchored at the beginning. Most of the time, it seems that the portraits of the fans group of the talent match, but the results are not certain after running, which need to be verified. After this model has been verified and confirmed, the next step is to consider cooperating with the talent with topic and large fans.

However, if you want to select some smaller talent, it is often a headache to select talent in the first step for brands that have not accumulated much from 0-1. It depends not only on the number of specific fans and the talent of specific vertical industries, but also on their historical cooperation brands, historical cooperation data and content tonality.

Cicada circle supports multiple ways to automatically select talent: talent by category, talent by competitive product, talent by natural order of brand, talent by intelligent recommendation You can also view the historical cooperative brands and their effects of Daren. At the first step of Daren's marketing, you can greatly improve the efficiency and lay a good foundation for marketing.

▲ Picture from Cicada Circle

#03

Scene creation and precise grass planting

How to reach users effectively after selecting products and talents?

For witch water, AB.LAB focuses on "whitening". For example, in cooperation with Oh Wang Xiaoming, the "15 day whitening challenge" created by the short video centering on "whitening" is used to plant grass in front of the product. The live broadcast output is closely linked to the "whitening" label, and a single live broadcast can sell 2.5 million to 5 million GMVs.

▲ Picture from dithering

For eye creams, AB.LAB focuses on "pain points after staying up late". Taking Plum Painting as an example, she is a makeup artist who has worked in the product research and development department of a cosmetics company, and has accumulated a lot of experience in beauty and skin care, which is highly trusted by fans. It is good at planting grass and beauty products in different scenes, and is similar to AB During the period of LAB cooperation, we first made a phase of "easy to use the skin care products that are just in need of flying", took "staying up late to avoid dark circles and dark lines" as the pain point for grass planting users, and then successfully brought 5 million to 7.5 million sales for the brand through live broadcast of Amway.

▲ Picture from dithering

In addition, as mentioned above, AB.LAB selected the talent of Baoma label to create a scene of Baoma staying up late with her baby to market eye cream products.

#04

Summary

Although AB At present, LAB is only engaged in talent marketing on the Tiaoyin platform, but its precise talent marketing content has attracted the attention of Tmall, and the Tmall platform is full of natural traffic.

It is not difficult to see that the marketing of talent marketing is not limited to a certain platform, but will radiate to various user consumption platforms. Global talent marketing is very important for brands.

Cicada circle support Dither, Little Red Book, Fast Hand, Video Number And other mainstream platforms, one-stop management and multi platform Talent selection, cooperation management, effect tracking Accelerate the marketing layout and gain insight into the marketing situation.

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