Fashion Blogger Gogoboi Plays LV As "This Ghost Look".

In June 23rd, when readers opened the official WeChat of French luxury brand Louis Vuitton, they might be shocked. The past exquisite fashion blockbuster and product recommendation were gone, instead of a group of dynamic comics, all kinds of cute handbags of the brand, all kinds of witty images, standing on the stage waiting to be "Pick".

This article "LV creates camps, who is C, you decide! By the famous "universe blogger", BoF 500 member "gogoboi" Ye Si, inspired by the reality show "creative camp 2019", he personified the chain of the brand, and co authoring the lyrics of "LV create bag camp". Finally, the "old flower routines, flexible recruitment" copywriters and the matching illustrations of them were quickly recognized by readers. They quickly broke through one hundred thousand plus reading volume and brand names. Paris headquarters is also very satisfied with the creative marketing without licensing.

"The yardstick of our content is whether the audience can pay the bill, not just from high. Can we expect the brand to expect? " The blogger who has reached 2 million of WeChat's fans has told BoF its intention to create games for Louis Vuitton.

Games are the age when attention is seriously dispersed and cut by social media, and can still play the content form of "attention economy". Many luxury brands find it a good way to create a small interactive game. But luxury brands such as Louis Vuitton have taken a step forward. They have launched a content driven game idea with gogoboi, which is also reasonable and reasonable to operate on WeChat online, one of the most important contacts of consumers.

As the first blogger to take over the official WeChat public account of Louis Vuitton, in the past three months, Ye has created a piece of content every month, in addition to carrying goods, and more importantly, broadening the breadth and depth of the content of commercial cooperation. This is also an uneasy breakthrough in the environment where WeChat's content is homogenized and WeChat's opening rate is dropping.

"In fact, inspiration comes from life experience. If you want to put the fashionable things in the scene of life, your mind will be a bit wider. For example, I was looking at the creative camp and I couldn't extricate myself from it, so I thought I would not bring the bag to the draft," ye said.

Then, Ye Siyou wrote second articles. Excuse me, I'm sorry, LV. 2019 the autumn and winter men's press conference was put into this way, and the three "help bell Zhong Chu Xi and Wang Hedi date did not know what to wear, to help out ideas," and together formed a trilogy of quality, which is no less than the advertising company's planning case, so as to achieve the effect of making the old luxury brand more "grounded" and without losing the core of the brand sentiment.

In this collaboration, ye believes that the biggest breakthrough is that it is more interesting and weakened the presence of bloggers' personal roles. "Our good creative ideas are cooperated with familiar brands. After all, we all know each other better. I know what their minds are, and they also have enough trust in me," ye said.

On the WeChat account, ye also wrote an article to rearrange the content from behind the scenes view. He wrote this article in the article entitled "how LV official WeChat is going to become a ghost step by step". "A few WeChat made my hair line three centimeters behind." "I have been doing this for 10 years, and I am afraid of stagnation and new challenges. I can still do something different and unlock new skills. I am very happy," Ye wrote at the end of the article.

It can be said that the cooperation between gogoboi and Louis Vuitton also unlocks the new possibility of brand playing. The interactive content between fashion and luxury brands and bloggers breaks through the original idea of unilaterally spreading the brand, and even breaks the limitations of the implementation of the content by designing game style, non maladjusted comics and animation content.

In January of this year, gogoboi also worked with Louis Vuitton worked together with me to steal the box of LV. In order to match the travel box exhibition at that time, ye designed a midnight "stealing" box activity. At that time, he did not choose to play a traditional game, because he found that the traditional sense of game interaction is not applicable in the context of luxury brands, and this carrier is not necessarily suitable. The transmission of brand concept.

"The problem of games is whether the brand wants to convey something, and in many cases, form represents everything. I think this is a problem of inertia left by the previous era. I do this habit habitually to do so, so many brands are only young on the surface, "ye said. "But the game of" stealing "box actually needs to be able to carry out effective introduction to the whole exhibition. People can see the appearance of the exhibition. In fact, I introduced the box in the process of" stealing the box ", and perfectly combined the content with the form, and I could play well.

"It doesn't work perfectly now. For example, WeChat will also restrict the flow. When sending an external H5, the link system will be automatically shielded, and I feel a little too self satisfied in content." steal the box "from my personal perspective in the middle of the night. In fact, it can do more fun and weaken my personal role," Ye Siye told BoF table. The limitations that can be taken by taking such game forms are achieved.

Although Ye believes that the fashion industry is slightly more consistent with the use of the game medium, there is a case in the game industry that is often associated with the fashion industry. In 2015, the mobile phone game "miracle warming", which was launched in 2015, attracted a large number of female users by providing hundreds of millions of replacement options. Players need to decide the combat effectiveness through clothing matching. The cute protagonist also attracts many male players. This game design is no less than the Instagram fan with 1 million 600 thousand fans. Net red Lil Miquela. In the latest glittering and warm game, the characters and clothing accessories in the game have entered the 3D era. It is reported that the number of new players on the first day of the game has reached 4 million.

Alexis Bonhomme, co founder of Curiosity China, vice president of Farfetch development in Greater China, seems to be playing an important part in the life of most young consumers today.

According to Technalysis Research, a market research firm, American players spend 12 hours a week watching games related content on Twitch and YouTube, while Chinese players spend 11 hours a week watching game related content on fighting fish and Youku potatoes.

When consumers are accustomed to the pleasure effect of the reward effect of the game, the attention of the brand is transferred to the game, which is a natural progress. "Most of the marketing directors of these luxury brands were born in 70s and 80s, and they grew up playing games," Bonhomme said. "We need to realize that consumers are busy and their concentration time is getting shorter and shorter. Games are an effective way to interact with consumers. Consumers absorb the brand content in the process of playing, providing intuitive, quantifiable KPI growth."

But Bonhomme also agrees with Ye's view that brands need to go to a game break away from the idea of "breaking through the ladder" and ask themselves why they need to play a game. Do you want to achieve long-term results? "A good game should have the function of ranking, sharing, and it doesn't seem to be a gimmick. It keeps you busy and curious about your peers," Bonhomme said.

The game's profit model is also worth considering by the fashion industry. The warm game structure is mainly based on customs clearance. Players need to unlock the next level, which requires money to unlock, which is similar to the media content payment mode. "Most of the revenue of Tencent comes from games, and advertising revenue is at a very low end, so games are not a niche thing. Games were first used by fast moving consumer goods and restaurants, and then they were tried by cars and fashion industries," Bonhomme said.

Perhaps inspired by the game, brands and designers can start to abstract clothing and brand into an "interface", and the brand can seamlessly insert all kinds of retail functions such as marketing, shopping guide and after-sale service on this "interface".

Moreover, in addition to creating freshness and attracting the attention of consumers, the more important thing is to break through the breakthrough that the brand has not been able to complete in the marketing content after years of careful testing in the Chinese market.

"The original sin of making fashion content is that very few people arrive. Now everyone can use the method of traffic stars and star gossip. Really interesting things about new fashion circles, people who want to listen to your storytelling are in fact very few, "ye said.

It may be more meaningful to make the content by playing the game idea than to make an elaborate H5 game.

"After all, it's one thing for a brand to do what you want to convey through your stuff, and how much get you can convey to the audience is another thing," ye said. "Another problem to consider is that if the content is too interesting, the advertising part will be very weak. What we want to do is how to integrate these two aspects perfectly."