Marketing Background
The stock market of the mobile phone industry is heavily involved. 80% of the search users have clear brand preferences, and the head brand accounts for 90% of the search share. The Matthew effect is significant. As of June 2021, each major manufacturer has held 30+press conferences and released 50+new units.
Vivo's flagship S series of medium and high-end self portraits has launched the 10th generation new machine, vivoS10! Released in July 2021, Liu Haoran is invited to speak for young fashion people, focusing on natural soft light portraits. How to break the circle of marketing, maximize the use of Liu Haoran's star rights and interests to promote the natural beauty of vivoS10, help the vivo brand communicate with the post-90-00 group, and accurately obtain the attention of the TA are the challenges facing this project!
Marketing objectives
1. Ignite the press conference, quickly establish awareness of new machines, expand exposure and reach target groups;
2. Maximize the influence of celebrity spokesmen, mobilize fans by borrowing the star rights of Liu Haoran, and generate social buzz;
3. Accurately targeted the potential replacement group after 90/00, deeply spread the selling point of "natural soft light portrait" of the new machine, and improve TA's awareness and favor of the new machine.
Marketing program
Policy:
Vivo S10 uses the brand new marketing model of personalization+intelligence+precision to maximize the influence of stars. With the help of Baidu AI technology, it intelligently synthesizes Liu Haoran's voice. Relying on the voice immersion experience of stars, it mobilizes the participation enthusiasm of target groups to a greater extent, connects with users efficiently, and finally realizes the integration of product and effect.
Implementation highlights:
1. Personalized link users ignite new machine press conference in full scene
7.15 On the day of the launch of the new machine, with the help of Baidu's hot search list, it quickly ignited the whole network, creating a national phenomenal event of "vivo S10 series new product launch". The super brand daily personalized link user whole scene ignited the new machine launch, from traffic operation to user operation. The content of the new product launch link the whole scene of "power on - information - search - live broadcast", and guide users to watch the live broadcast layer by layer.
2. AI technology enables to expand the boundary of star rights and interests and drive creative innovation
AI technology enables to expand the boundary of star rights and interests and drive creative innovation. Baidu AI learns the existing voice files of stars, artificial intelligence synthesizes the voice and tone of stars, supports customized voice content generation (authorized by stars), maximizes the use of star rights, and AI customized voice content is applied to star products, Create a new star marketing model!
"Hello everyone, I'm Liu Haoran. Do you want to know my secret of taking a selfie? The answer is to use the vivo S10 natural soft light portrait to easily illuminate the natural beauty." During the launch of the new vivo S10 machine, fans entered the star brand zone through Baidu search for "Liu Haoran", and could hear Liu Haoran's voice from AI synthesis, almost real.
3. Big data precisely delineates TA, and re marketing drives sales
Use Baidu Stargazing Board brand digital assets+intelligent targeting to accurately delineate target groups, and achieve accurate link between sales information and users. After the launch, the data showed that the click back search vivoS10 of advertising users increased by 118%, and the purchase intention of new phones increased significantly! Super products are designed to harvest and search people efficiently.
Marketing effect
Immersive voice experience is more vivid and warm, which can imperceptibly convey brand information and quickly promote brand goodwill. According to the data, the click interaction rate of Liu Haoran's star products reached 109%, higher than the industry's 320%; A large number of target people "want to listen after listening". The search popularity is 24 times higher than that of the previous generation, and the number of participants in the live broadcast of the press conference reached one million, with a total of 100 million exposures, effectively achieving the S10 marketing goal.
Award presentation