Create a new growth point of brand marketing - IP co-creation

In the era of mobile Internet, the phenomenon of brand mobility is significant, IP can not only create a new format, but also build a complete ecosystem around super IP, through the continuous enrichment and derivation of IP, the brand has therefore been given new vitality, IP co-creation model has become a new path of

Shape the core character design

In the creation of brand IP, the shaping of character IP is also an important part of it, closely focusing on the personality, image and values of character IP to continuously create content and carry out dissemination

The food documentary "Take a City to Drink" (hereinafter referred to as "Drinking Down") broadcast by Tencent Video is an IP co-creation

Conventional title implantation, commercial content is added separately, but it is not what the user wants to see, so it will "naturally" form a distraction

Innovative new techniques for scenario-based marketing

The future of the brand is in the hands of young people, and if it wants to truly capture young users, the brand must also find an "entrance"

In a successful IP marketing, the brand side can not only regard itself as an advertiser, otherwise it is still the traditional channel laying method, passively obtaining traffic exposure in the channel, while ignoring the effectiveness

Enhance brand identity

The original content of the brand is easy to trigger "empathy + empathy" and stimulate consumers' value recognition

The simplest logic of marketing is to "make more exposure and drive conversion", but there is also a link between them to touch consumers and make them demand for

For users, watching documentaries such as more immersive long video content is easier to let go of their vigilance for advertising and increase acceptance

Brand is the story, co-create the brand with IP, the brand is more flexible, and without a trace, it completes this layer of progressive construction process, straight to the audience's heart

Deepen the brand connotation

IP is based on story content, which can be called IP because there are more forms of content that can be developed and expanded

Precise reach is actually not difficult to understand

The derivative development attribute of IP can also help brands to do integrated marketing

Today, information overload is the pain point of the moment, and all participants are doing content marketing

(Gao Na comprehensive finishing)

China Food News (October 11, 2022 08 edition)

(Editor-in-charge: Gao Na)