Tiger sniffing note: The Spring Festival is approaching, and it has reached the hot season of the year. When new movies are gathered, how can you not find them in marketing and publicity? Same gameplay? With the great attention of Li Jiaqi, can film marketing and live broadcast achieve the effect of 1 + 1> 2?

article public from No.” together to make a movie “, author: Kerry habitat.

Thirteen days before the first day of the New Year, the marketing battles for the major films of the Spring Festival have gradually entered the stage of fever.

“Wife’s” vibrating high-pitched railroad performance is not over, Yi Yi Qianxi sang the song of “Chinese Women’s Volleyball Team”, and “Ginger Tooth” secretly drank milk and fished, so lively! In order to seize the opportunity of the Spring Festival, major films are bound to make every effort in this final marketing sprint stage.

Here is the filming of sir. I ca n’t help but guess, who will be the first Spring Festival filer to enter the Wei Ya / Li Jiaqi live room?

From the first live broadcast of “Beneficiary” in early November last year, to “Southern Station”, “Manslaughter”, “Only Yun Knows” and other movies have followed suit. TV series creators such as Qing Yunian also broadcasted their favorite pets. Even in the wider cultural circle, Gao Xiaosong, Xu Zhiyuan and other “known people” from the ivory tower have begun to sell products in the live broadcast room.

In just two months, e-commerce live broadcast has completely captured the field of pan-entertainment in a marketing-breaking way. Among them, the film announcement is undoubtedly the most important position. It is inevitable that various voices will be heard in this area. Some people are excited about the new changes brought by the new publicity method to the industry, while others are relatively conservative, and even think that this is “benefiting wisdom,” while others are on the sidelines and think that it is the general trend and the future will be normalized. Over-reading.

Before, Zhang Wenbo, CEO of Bole Marketing, also expressed some doubts on Weibo. At the same time, sir shooting also combined the different opinions of various parties in the industry, and sorted it out for the “three questions live broadcast propaganda.”

One: Is there a third option besides Wei Ya and Li Jiaqi?

“Yes, but the third person is rarely considered.”

This has almost become the consensus of film marketers today. It is worth mentioning that when shooting Sir asking “you know who is the third-ranked anchor on Taobao”, apart from some people who have some previous knowledge of the e-commerce live broadcast field, they can roughly say, “Sydney, , Lieer baby, Zhang Mofan, Chen Jie KIKI “, most people shook their heads without knowing why.

At least in the field of film marketing, except for Wei Ya and Li Jiaqi, who is third among them does not seem to matter so much. Because compared with Wei Ya and Li Jiaqi, the third place is too far behind. Take the first day of pre-sale on Double Eleven last year as an example. Sydney, Zhang Dayi and Zhang Mofan ranked third to fifth, less than one tenth of Wei Ya and Li Jiaqi. Dangdang characters.

And movie marketing must take advantage of e-commerce live broadcasts, and it must co-operate with the top anchor resources to bring the biggest momentum of breaking the circle. Therefore, Li Jiaqi and Wei Ya became the only choices. This is not difficult to see from the existing marketing cases of these films and TV shows.

Of course, there are different choices between Li Jiaqi and Wei Ya.Consider. Compared to Wei Ya, Li Jiaqi’s popularity and popularity on the entire network is better, which can be seen from her frequent Weibo hot search and Douyin hot search. In other words, Li Jiaqi belongs to the “out of network influencer” representative.

That ’s why, during the interview, many marketers said, “If your movie project is going to be broadcast live, you will be more inclined to consider Li Jiaqi”. It ’s also more popular in the female market. “

However, Wei Ya also has her own advantages. As the first anchor of Taobao, she is still the deserved No. 1 in the Taobao traffic list. Last year’s double eleven, “Via’s women” also beat Li Jiaqi’s “all girls” with sales exceeding 2.7 billion. In other words, in the field of e-commerce live broadcast, her ability to take goods is stronger.

Second, who to choose is also related to the audience of the two anchors and the positioning of the movie. After all, letting the main creators make appearances in the live broadcast room, or promote or sell tickets, is also equivalent to a kind of cross-industry cooperation and cross-border marketing. Audience matching is a factor that must be taken into account.

Li Jiaqi is famous for “Lipstick One Brother”. In the field of beauty, it is the head KOL, so it is more attractive to young women. Wei Ya’s audience is more diverse and sinking because of her more personal choice of goods.

All in all, from the selection of intentions to the finalization and implementation of the live broadcast plan, this series of progress is not easy. This is why there has not been a large-scale “movie broadcast publicity campaign” until now. Especially when the e-commerce live broadcast is becoming the most popular in the whole society, the anchors headed by Li Jiaqi and Wei Ya can’t see the business orders they come to every day.