Implantation Marketing Of Ugly Woman Invincible

Unilever

　　1.信心源于品質

The purchase of broadcasting rights in more than 130 countries, the adaptation of local versions of more than 30 countries, the intriguing plot, the craze of ratings and the endless resources of social topics have made ugly Betty popular all over the world, and have also made several corporate marketing classics.

Today, the adaptation of local adaptation to the taste of Chinese audiences, the plot of modern metropolis, the strength of Hunan satellite TV and the sound of international nesting world are very promising for China's "ugly women invincible".

　　2.精準定位，感覺到位

When Louis International first found China in the first place, they immediately associated with Unilever.

First of all, Unilever mainly produces fast-moving consumer goods. Its brand image is all the more fashionable and modern. The story of "ugly woman invincible" is based on modern metropolis. The working environment of advertising companies is undoubtedly modern and fashionable.

Secondly, the character design of "ugly woman invincible" is very consistent with the brand personality of Dove, Qingyang and Qingyang.

Invincible as a female one, the beauty of her inner beauty conceals the external ugly defects, while Dove's brand personality is the real beauty. Similarly, Qingyang's target consumer groups are those fashionable, enterprising, and career oriented men, who have their own taste for brands and trends.

Third, Lipton's implantation is also consistent with the scenes of white-collar offices in life, and is very close to the habits of target consumers.

It can be said that the three brands of Dove, Qingyang and Lipton are just the first step of Unilever's test of "Invincible Ugly Woman". China is analyzing other brands of Unilever and ready to update a set of implantable marketing strategies.

　　3.自然植入，分層滲透

Ms. Anthea Foong emphasized that Unilever's product placement in "ugly invincible" is very natural. On the one hand, product placement ensures audience acceptance and avoids time to touch advertising.

Unlike traditional time advertisement, placement advertising combines story plot and actor personality to interpret brand personality and connotation in an all-round way and three-dimensional way. On the other hand, implantable advertising is sync with plot, which makes viewers unable to choose, and must receive advertising information.

In China, there are 4 levels of placement integration for Unilever's implantable marketing, which is different from the common placement advertisements.

The first level story line integration, that is, starting from the plot, brand and product implantation operation, highlighting the brand concept through the arrangement of the plot;

The second level of product use implantation, that is, the purpose of product use as the starting point for implantation.

The integration of third levels of implant integration and fourth level low level implant mainly refers to the simple product display and the exposure of LOGO in the picture.

In the process of communicating with screenwriters, the delegation hopes to arrange several scenes for each level of implant integration to ensure product placement.

The effect is more comprehensive.

Talking about Chinese enterprises in progress

When we need to pay attention to the problem, Ms. Anthea Foong pointed out that implantable marketing can not be simply interpreted as media advertising, but a whole process of integrated marketing.

First of all, the coordination of offline activities is essential to ensure the maximization of implantable marketing.

For example, Dove, Qingyang, Lipton advertising companies and public relations companies will participate in the overall planning of implantable marketing.

Secondly, in order to cope with the effect of implantable marketing, enterprises also need to put in the necessary time advertisements, and other media advertising and so on, and disseminate through various channels.

China hopes that Unilever's implantable integrated marketing can bring fresh and positive brand feeling to the audience, and the final effect should be tested by the promotion of market sales.

There are many small props in the ugly invincible that are not listed in China by Unilever. Unilever will observe the market reaction of consumers and adjust product and market strategy in time.

Because the TV series has not yet been launched, China has designed various plans for possible situations, and the final decision is always in the market.

　　6.編劇之前的無限溝通

The importance of communication is very prominent in this implantable integrated marketing. Unilever, the three party in China and the production organization started communication work before the screenwriter, so as to ensure the smooth progress of the follow-up work.

China is responsible for its customers' perspective, while the production organization is responsible for making recommendations from the perspective of ratings and censorship. Unilever will also make its own demands from different market perspectives.

　　7.勇敢嘗試，Trust第一

This is a brave attempt. Mrs. Anthea Foong uses bravery to highlight Unilever's courage.

This Unilever's investment in the invincible marketing of ugly invincible has attracted the attention of Unilever and is one of Unilever's largest investments in the world. It is also the largest investment case in China's TV drama implantable marketing so far.

Editor: vivi