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109 searches on Weibo a year, “screen swipe” once every 3.3 days on average, 41 times among the top three on the same day.

Who is this “top stream”? National Net Red IP Forbidden City. No matter what the 600-year-old veteran netizen does, it always seems to attract the attention of the public. Among the hot topics in the Forbidden City, there is no shortage of cooperation with brands, from “Forbidden City Bank Card” to “Forbidden City Makeup” to “Forbidden City Tide School Bag”, many cross-border marketing in the Forbidden City have stirred up a lot of splashes.

In the Spring Festival, what other brands have been listed on the IP of the Forbidden City? What new creative marketing methods have been added in the Forbidden City? We have an inventory.

This year’s Spring Festival brands gather to embrace the “thighs” of the Forbidden City

For the Spring Festival this year, the Forbidden City is still a big IP favored by brands. According to incomplete statistics, from December 2019 to January 15, 2020, there were 24 brands cooperating with the IP of the Forbidden City, covering more than ten categories from jewellery to food and beverage, of which the number of cultural and creative brands was the largest. .

In this long list, there are not only well-known head brands such as Alipay, Swarovski, Dove, but also relatively small domestic cultural and creative brands such as Yunbianpu and AIT CARD. Cross-border cooperation is the most important for mutual benefit and mutual benefit. Cultural IPs such as the Forbidden City have profound historical significance. A 600-year-old palace wants to reach more users and expand the value of IP. It needs the influence of popular brands.

And a successful joint nameFor brands, it can create momentum and stimulate business value. In December 2019, Mei Ke and Palace Culture of the Palace Museum launched a joint limited gift box, including lipstick, air cushion, eye shadow tray and other products. According to the Business Staff Index, after the joint names were launched, the search for “Forbidden City” and “Mei Ke” on Taobao Tmall increased, which shows that the joint name boosted the popularity of both parties. As of January 18, 2,238 pieces of New Year’s Palace limited editions in the flagship store of Mei Ke Tmall have been sold.

(Image source: Mei Ke official Weibo)

It is worth noting that the co-branded models are popular and sell well, in fact, they also benefit from the topic marketing on the social media platforms and the linkage with KOLs. The co-related Weibo topic “New Year Palace Qi makeup” has reached 360 million views and 71,000 discussions.

In this topic planning, star Zhao Lusi and dozens of Weibo bloggers have played the role of opinion leaders. According to the re-review of marketing events on Sina Weibo, on December 27, 2019, fashion blogger cici sent a beauty tutorial every month, and the topic began to ferment. With the promotion of several celebrity bloggers, the topic’s popularity gradually increased. . Until January 1st of this year, Zhao Lusi launched a co-branded unboxing and makeup test Vlog, and the amount of topic repost reached its peak. Combined with the search data of Taobao Tmall, this wave of star planting operations triggered everyone to co-brand Consumer passion.

From the beginning of fermentation to January 7th, the topic gradually became silent. Many small and medium bloggers with a million or more fans continuously made recommendations to maintain the topic’s popularity. In various “grass planting”, the key words “court makeup” and “ancient style” are used to emphasize the elements of Chinese style related to the Forbidden City on the packaging. Perceived the beauty of the country wind, which caused emotional resonance. Sina Weibo hotspot data shows that during the whole topic dissemination process, netizens’ voluntary reposting enthusiasm was very high, and the proportion of reposting Weibo reached 98%.

The “New Year makeup” instructional video for bloggers has also created a new year’s charm for users to create a new year.