"Do you still remember how Wrigley's advertisement was done?" Luo Fan asked.

"Wrigley's advertisement? Green Arrow seems to have captured young people's desire for the opposite sex and desire to socialize, and made chewing gum a necessity for young people to socialize. Is Yida's main focus on care?" Cao Shuai thought for a while and said.

Cao Shuai is not directly responsible for this advertisement and is not very clear about Wrigley's advertising.

In fact, Wrigley’s advertising routines are very sophisticated!

When Green Arrow entered the Chinese market, it focused on the two concepts of "intimacy" and "confidence."

Based on these two concepts, Wrigley divided the Arrow's brand positioning at that time into two parts, one was the emotional theme line and the other was the professional theme line.

The first is the emotional theme line that focuses on intimacy. In a sense, this choice completely hits the G-spot of young people.

The vast majority of chewing gum consumers are young adults under the age of 30.

At this age, when hormones are at their peak, scenes such as love and making friends are most attractive to people of this age.

With the popularity of the advertising slogan "Fresh breath brings us closer", Wrigley's rise among young people has become unstoppable.

Then there is the professional theme line focusing on self-confidence. This theme line highlights the changes in people's mental outlook after freshening their breath, emphasizing the function of chewing gum to freshen their breath.

The form of advertising is often through the contrast between the unconfident tone before and the confident expression after chewing gum.

Wrigley has captured the emotional and career needs of young people and successfully built its own brand.

Wrigley adopted a similar approach to promote Yida.

Let the feelings of Yida and Guan Ai be deeply bound.

The small commercial at the supermarket checkout shows caring for your teeth and caring for you more. Subsequent road and cooking commercials starring Peng Yuyan and Gui Lunmei are also deeply tied to caring.

Now whenever I think of Yida, I will think of that slogan, "I care about your teeth, but I care more about you."

So what Luo Fan means here is to bind Shake to some emotions like Yida.

This kind of relationship can be family, love, or friendship. As long as it does not involve making friends with the opposite sex, even if Shake is the main function, it will not leave such a stereotype on people.

Luo Fan had already thought about how to shoot the commercial.

The first small advertisement is that children go out to work, and parents want to communicate with their children in real time at home but have no way. At this time, children come home from vacation and use Shake to add Star Chat friends with their parents, so they can chat anytime and anywhere.

The second small advertisement is about a single dog who felt envious when he saw a couple, and then used Shake to find the opposite sex with similar interests and hobbies, and successfully became single.

The third small advertisement is about a player who plays Temple Escape and hits the rankings, but he always plays alone. One day he used Shake to meet a friend who also likes to play Temple Escape, and then the people who ran together became

Two, three...

After Luo Fan expressed his thoughts, Xingyuan's senior executives had different expressions.

"Boss, isn't it good for us to directly promote Xingchao like this? Isn't this a direct confrontation with Penguin?" Wang Jing asked.

"Yes! Isn't it unwise for the boss to do this now?" Xu Jiale agreed.

"We have to promote that Star Chat will compete with Penguin sooner or later. Of course, I also know that now is not a good time, but shooting commercials takes time. When the commercials are shot and post-production is completed, it will take 2 or 3 months.

time.

We will update Shake and Moments first, and then after the ads are produced, we will split up Star Chat and let Daimi share the risk with us.

By then our daily headlines should be stable. With the Xingyuan application platform, daily headlines, and advertising, the three of them will work together, and then it will be time for Star Chat to take off."

After hearing what Luo Fan said, the senior executives except Wang Jing were stunned for a moment.

"Boss, has the Daily Toutiao APP been developed?" Xu Jiale asked.

"Mr. Wang, please tell them!"

Wang Dingding nodded and turned on the projector. The ppt inside was about the Daily Toutiao APP.

All the senior executives of Xingyuan were dumbfounded after listening to Wang Jing's lecture.

Every APP needs to undergo extensive testing before being launched on the market.

For example, during this period, Xingyuan made two games, each of which has gone through a lot of testing.

First, the developer makes preliminary bug corrections through trial play, and then invites players to conduct internal testing and corrects the problems raised by the internal testing players. During this period, dozens or hundreds of bug corrections are considered small, and there are no problems confirmed.

After that, finally comes the public beta.

As the core project of Xingyuan Technology in the 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 the Xingyuan Application Platform on big data recommendations during this period into the daily headlines.

The preliminary classification of existing Xingyuan application platform users has been basically completed.

For example, who likes sports, who likes technology, who likes military affairs, who likes celebrities...

The basic preferences of existing users were confirmed, and then users with overlapping preferences were classified twice.

Which users like sports and technology, which users like sports and celebrities, which users like celebrities and the military...

After such secondary classification, Daily Toutiao has been able to use big data to push news that users are interested in. The success rate is as high as 80%, and it is completely ready for listing.

Wang Jing completed such a big job quietly, which surprised Xingyuan's senior executives.

But in fact, Luo Fan almost did this part of the work himself.

Because compared to the Xingyuan application platform, Luo Fan has greater hopes for Daily Toutiao.

In the past, the parent company of Mouyin, the reason why its founders were able to maintain a very high shareholding and not receive multiple rounds of financing in the early stages of development was ultimately because their company's Jinri Toutiao had extremely powerful monetization channels at that time.

High traffic and high monetization directly allow Toutiao’s parent company to enter the camp of second-tier Internet companies and truly enter the Internet industry.

Today's portals have begun to abandon the content business and ignore this blueprint. This piece of cake is bound to fall into Luo Fan's mouth.

After Daily Toutiao is established, even if it confronts Penguin when promoting Star Chat, it will not be able to fight back. Faced with the subsequent suppression of Star Chat by some mysterious forces, Xingyuan Technology Co., Ltd. can also be like Penguin in the previous life.
Chapter completed!