YOUNGOR Brand Implantation Concept Backward Marketing Strategy Failure

"Refueling, intern" stills, this set to let Zheng Kai appear short and fat collocation is really from YOUNGOR's hand?

Nowadays, with the flourishing development of film and television, it is a common marketing method for domestic clothing brands to be implanted in film and television.

In recent two years, there are many impressive cases of film and television implantation, such as the "dress of the goddess".

In the form of clothing sponsorship, we support "running brothers", Metersbonwe's name sponsor network variety show "wonderful flower".

All these brands have received a lot of attention due to the popularity of the program.

But what you probably don't know is that menswear brand YOUNGOR has recently launched a TV drama implant marketing.

This is the TV drama "refueling bar, intern", which has just been broadcast in satellite TV. It tells about the junior career of men and women after 90 years. All the men's clothing in the play are sponsored by YOUNGOR brand.

The TV play has been finished, ratings have also been ranked first in the same period, but YOUNGOR's implantation is silent, nobody knows.

YOUNGOR's implantation is undoubtedly a failure. There are three reasons:

First, the idea of implantation is backward.

It is generally believed that the principle of product placement is that advertising and film and television are mutually integrated to construct the real life of the audience. The information of goods or services is instilled to the audience in the unconscious mode of the audience in the form of non advertising.

On the other hand, Zheng Kai's implantation in the TV play "refueling bar, intern", the hero in the play is the two generation of. However, it is completely impossible to see from his clothes, and even his clothing has caused the audience to play.

It can be seen that when YOUNGOR was implanted, it did not start with the basic idea that "clothing should jointly build audiences' real life with film and television".

Two, the target audience is biased.

Since the implementation of multi brand strategy, the positioning among YOUNGOR brands has become increasingly blurred, but the target customers are basically locked into urban white-collar workers.

And "refueling, interns", whether from the content or from the schedule, is obviously contending for students in school.

Deviations from audiences in film and television play are bound to make the implantation behavior a failure.

Three, lack of complementary marketing.

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It is said that film and TV drama implantation is a comprehensive display of the brand concept, image and product of a brand by means of a relatively strong media platform, so that the target consumer can generate the desire and impulse to consume.

Therefore, in the hot days of TV play, every night when your product appears, the company is best able to take full action and work overtime to interact with customers in online channels such as big business platforms, new media, APP and so on. Line up with the plot, do floor promotion in stores, stir fry topics, let the terminal continue to follow up, and ultimately achieve better results.

But obviously, YOUNGOR does not have any supporting marketing measures.

YOUNGOR is implanted in the "refueling, intern", except for the industry, almost no one knows.

It may be that YOUNGOR brand managers themselves are unwilling to admit that Zheng Kai's bloated and rustic clothes are derived from YOUNGOR men's clothing series.