MTL - Rebirth Starts at 7 Million-Chapter 129 Daily Toutiao APP
"Do you still remember how Wrigley's advertisements were made?" Luo Fan asked rhetorically.
"Wrigley's advertisement? Green Arrow seems to have captured the young people's desire for the opposite **** and social interaction, and made chewing gum a necessity for young people to socialize. Is Yida's main focus?" Cao Shuai thought for a while and said.
Cao Shuai is not directly responsible for this advertisement, and he is not very clear about Wrigley's advertising.
In fact, Wrigley's advertising routine is deep!
When Green Arrow entered the Huaxia market, the two concepts of "intimacy" and "confidence" were the main focus.
Based on these two concepts, Wrigley divided the brand positioning of Green Arrow at that time into two parts, one is the emotional theme line and the other is the professional theme line.
The first is the emotional theme line based on intimacy. In a sense, this choice completely hits the G-spot of young people.
The vast majority of consumers of chewing gum are young adults under the age of 30.
At this age, when the hormones are bursting, scenes such as love and making friends are most attractive to people of this age.
With the popularity of the slogan "Fresh breath, you and I are closer", the rise of Wrigley among young people has become unstoppable.
Then there is the professional theme line based on self-confidence. This theme line highlights the changes in mental outlook brought by people after fresh breath, and emphasizes the function of chewing gum to freshen breath.
The form of advertising is often through the front and back, and the air of unconfidence before is compared with the confident expression after chewing gum.
Wrigley captured the emotional and career needs of young people and successfully launched its own brand.
And Wrigley's propaganda for Yida also adopted a similar routine.
Let Yida and Guanai be deeply bound together.
The caring teeth in the small advertisements at the supermarket cash register care more about you. The subsequent highways and cooking advertisements starred by Peng Yuyan and Gui Lunmei are also deeply bound to the caring.
Now as long as I think of Yida, I will think of the slogan, caring about your teeth, and more about you.
So Luo Fan's meaning here is to bind Shao Yi Shao with some emotions like Yi Da.
This kind of relationship can be family, love, or friendship. As long as it does not involve heterosexual friendship, even if Shake focuses on this function, it will not leave such a stereotype.
Luo Fan thought about how to shoot the commercial.
The first small advertisement is that the child goes out to work, and the parents want to communicate with the child in real time at home, but there is no way. At this time, the child comes home from vacation and uses Shake to add a star chat friend to the parents, so that they can chat anytime, anywhere.
The second small advertisement is that a single dog feels envious when he sees a couple, and then uses a shake to find the opposite **** with similar interests and hobbies, and successfully gets rid of the single.
The third small advertisement is a player playing Temple Run to hit the leaderboard, but he is always playing alone. One day he used Shake to meet a friend who also likes to play Temple Run, and then the people who ran together became two, three...
After Luo Fan expressed his thoughts, the senior members of Xingyuan had different expressions.
"Boss, it's not good for us to directly promote the star chat? Isn't this directly with the penguin?" Wang Jing asked.
"Yeah! Isn't it unwise for the boss to do this now?" Xu Jiale echoed.
"We want to promote Xingchao to meet Penguin sooner or later. Of course, I also know that now is not a good time, but it takes time to shoot commercials. When the commercials are shot and the post-production is completed, it will take 2-3 months. time.
We first update the Shake and Moments, and then after the advertisement is made, we will split the Star Chat and let Rice share the risk with us.
At that time, our daily headlines should also be able to stabilize. With Xingyuan application platform plus daily headlines, plus advertising, the three will work together, and then it is time for Xingchao to gain momentum. "
After listening to Luo Fan's words, the high-level people except Wang Jing were stunned for a moment.
"Boss, has the Daily Toutiao APP been developed yet?" Xu Jiale asked.
"Mr. Wang, tell them about it!"
Wang Jingjing nodded and turned on the projector. The ppt inside was about the Daily Toutiao APP.
The senior executives of Xingyuan were dumbfounded after listening to Wang Jing's speech.
Every app, before being launched on the market, needs to go through a lot of testing.
For example, the two games made by Xingyuan during this time, each game has been tested for a lot of time.
The first is that the developer conducts preliminary bug fixes through the trial play, and then invites players to conduct an internal test to revise the problems that the internal test players kicked out. During this period, dozens or hundreds of bug fixes are considered to be few, and it is confirmed that there is no problem. After that, the final is the public beta.
As the core project of Xingyuan Technology's limited future, Daily Toutiao will only have more testing time.
But Wang Jing's side, I don't know when, has completed the first internal test.
Moreover, Wang Jing perfectly integrated the test results of Xingyuan application platform on big data recommendation during this period of time on the daily headlines.
The preliminary classification of the users of the existing Xingyuan application platform has been basically completed.
For example, who like sports, who like technology, who like military, who like stars...
The basic preferences of existing users were confirmed, and then users with overlapping preferences were classified secondary.
Which part of users like sports and technology, which part of users like sports and stars, which part of users like stars and military...
After such a secondary classification, Daily Toutiao has been able to use big data to push the news that users are interested in, with a success rate of over 80%, and it can be listed.
Wang Jing completed such a big job quietly, which surprised the senior management of Xingyuan.
But in fact, this part of the work was almost done by Luo Fan himself.
Because compared with the Xingyuan application platform, Luo Fan has greater hope for the daily headlines.
The founder of the parent company of Mouyin in the previous life was able to maintain a very high shareholding and was not funded many times in the early stage of development. In the final analysis, the most fundamental reason was that their company’s Toutiao had a very powerful monetization channel at that time.
High traffic + high monetization directly allows Toutiao's parent company to step into the camp of second-tier Internet companies and truly enter the Internet industry.
Today's portals have begun to give up the content business, ignoring the blueprint of this piece, and this piece of cake is bound to fall into Luo Fan's mouth.
After the daily headlines are made, even if they meet the penguin when promoting the star chat, they will not be helpless. In the face of some mysterious forces suppressing the star chat in the future, Xingyuan Technology Co., Ltd. can also be like the penguin in the previous life. Protect Star Chat as well.
