The advertising spokesperson content business salon (Dawan District Station) with the theme of "Advancing with the Times and Empowering Content" was successfully held in Meiwan Plaza, Baiyun District, Guangzhou recently.
The salon is guided by the China Advertising Association, co-sponsored by the Guangdong Advertising Association and the Advertising Spokesperson Working Committee of the China Advertising Association, and strongly supported by the Guangzhou Baiyun District Investment Promotion Bureau and the Guangzhou Baiyun Cosmetics Development Promotion Association. Shushuo Stories participated in the whole process as a specially invited support unit, and discussed with more than 70 brand companies and advertising media companies such as Sina Entertainment, Emperor Entertainment, Quanwang Interactive Entertainment, and Tonton Brands to discuss the compliance development of celebrity spokespersons and content marketing. The latest trends provide valuable reference and suggestions for brand marketing, and are of positive significance for promoting celebrity endorsements in the Greater Bay Area, the development of the content planting industry, and enhancing the vitality of the regional advertising economy.
1. Keep pace with the times and empower content
Zhang Zhipeng, secretary-general of the Advertising Spokesperson Working Committee of the China Advertising Association, shared the theme of "Compliance and Development of Star Advertising Spokespersons". He introduced the functions and status quo of the Advertising Spokesperson Working Committee, and from the definition of advertising spokespersons in the Advertising Law, new industry regulations, etc. Angle expounds and interprets the compliance agreement of advertising spokespersons in detail, and at the same time believes that the advertising spokesperson industry is rebounding strongly after experiencing a short-term trough. In the new stage of industry development, the China Advertising Association will provide more professional services to all parties involved in the cooperation of advertising spokespersons, and actively promote the healthy and stable development of China's advertising spokesperson industry in line with the purpose of serving industry self-discipline, service industry development, and service industry rights protection. develop.
◎Zhang Zhipeng, Secretary-General of the Advertising Spokesperson Working Committee of China Advertising Association
2. Retractable and retractable, star power insight
Ms. Zhou Lan, Senior Director of Business Insights of Shushuo Story, shared the theme of "Responsibility and Star Power Insight", and interpreted in detail the "White Paper on China's Celebrity Brand Cooperation Trends" jointly released by China Broadcasting Association and Shushuo Story, sharing from the perspective of data After reviewing the endorsement market, five major development trends, and three new ways of playing, it puts forward suggestions and directions for brand enterprises, advertising companies, celebrity endorsements, and content cultivation. Zhou Lan believes that in 2023, when the endorsement market recovers, hard-core strength will take the lead, the value of silver-haired endorsers will increase, and pan-entertainment endorsements will continue to expand. Trends are taking place.
◎Ms. Zhou Lan, Senior Director of Business Insights of Shushu Stories
Judging from the overall market trend, in the past two years, brands have become more cautious in choosing spokespersons. Compared with the number of commercial endorsements in the past three years, the first quarter of 2023 is a time of recovery. Specifically, in the past year, the concentration of celebrity endorsement brands in central China has increased slightly compared with the previous year; the overall celebrity label continues to focus on "professional ability" and "diversified personality styles".
In early 2023, in the phenomenon-level hit drama "Hurricane", Zhang Songwen, who played Gao Qiqiang, had an average monthly Weibo volume soaring all the way, reaching 11.7 times that of the past. The cooperation with Xiaomi's official announcement triggered a new wave of voice volume.
The supporting role is also very brilliant, combined with hot stems to play marketing, Meituan's operations are very popular. Meituan created a digital session of "Asheng Mobile Store" in the APP, and launched the "Frozen Fish Mobile Phone Holder" and customized takeaway bags. The brand mentality of "everything can be delivered" is more interestingly conveyed. Gaining insight into consumers’ spring outing mood, Meituan and Xu Jiang jointly photographed a set of spring outing posters with the text “Enjoy spring like a brother”, which was widely circulated on social media. Netizens commented: “It’s so funny, it’s Xu Jiang Jiang himself, and wants to enjoy spring like a big brother."
In terms of gameplay, more and more brands have begun to use digital human + AIGC human-computer content co-creation, deeply plowing into the field of social media intelligent marketing, and Shushuo story has also precipitated a set of evaluation models for digital human, from character input, topic Performance, Evaluating Digital Human Benefit Analysis and Returns to Scale.
3. Big names from all walks of life are brilliant
In the salon, there were also a number of industry leaders from platforms, brands, associations and other industries who shared their wonderful experiences.
Ni Wei, executive vice president of Guangdong Advertising Association and partner of Focus Media, delivered a speech on behalf of Guangdong Advertising Association. He believed that the salon brought rich content to the advertising and marketing industry in the Greater Bay Area. The guests discussed the development status and trends of advertising spokespersons and provided content Brand marketing methods such as planting grass, content marketing and communication skills. At the same time, I also hope that everyone can further understand and abide by relevant policies and regulatory requirements through salon exchanges, so as to promote the healthy and long-term development of the industry. Finally, President Ni emphasized that strengthening industry self-discipline is the greatest protection for your own business and the market.
◎Ni Wei, executive vice president of Guangdong Advertising Association and partner of Focus Media
Ms. Pang Suer, head of Sina Entertainment's business strategy, shared the trend of Weibo celebrity endorsement marketing with the theme of "Ecological Rejuvenation Helps Brand Break the Circle". She pointed out that with the help of Weibo's entertainment ecological advantages and hot spots, brands can be better. Carry out entertainment content marketing and spokesperson marketing in a timely manner to help brands break through the circle.
◎Ms. Pang Suer, Head of Business Strategy, Sina Entertainment
Ms. Ada Wong, General Manager of Emperor Entertainment, gave a "Sharing of Emperor Entertainment Star Endorsement and Entertainment Marketing". She emphasized the importance of content for advertising spokespersons, and shared the latest trends and characteristics of Emperor Entertainment star endorsement and entertainment marketing. Ada believes that by enhancing brand value and influence through content empowerment, brands can better carry out celebrity endorsement and entertainment marketing.
◎Ms. Ada Wong, General Manager of Emperor Entertainment
Ms. Yang Yan, South China Commissioner of the China Audiovisual Copyright Collective Management Association, shared the theme of "How to help live broadcasts use music copyright in compliance". She pointed out that live broadcast platforms should strengthen the protection of music copyrights, and live broadcast anchors should also pay more attention to the use of music copyrights in compliance.
◎Ms. Yang Yan, Commissioner of South China Region of China Audio-visual Copyright Collective Management Association
Mr. Cao Guangyang, the CMO of Tonton BOTTLEDJOY, the brand representative, shared "Brand is the category, and the innovative logic of Tonton water fixtures after the popularity of new species". He believes that an enterprise has two most important cores, one is differentiated products, and the other is to become the first choice in the minds of customers through marketing that keeps pace with the times. Tonton, as a brand of water equipment, grasps the aesthetics of the times, and constantly makes fusses on the emotional and aesthetic levels. In addition to continuous product innovation, it also uses Tonton’s voice symbols to carry trendy and cool health labels to win attention, and uses top-notch celebrity endorsements + spontaneous Use publicity to create healthy, sporty, cool tonality and feeling, and make traditional durable products into healthy and fashionable items.
◎Brand representative Tonton BOTTLEDJOY—CMO Mr. Cao Guangyang
The "Advertising Spokesperson Committee Content Business Salon (Dawan District Station)" was successfully held. It is a successful industry interactive exchange event. Looking forward to the future, celebrity endorsements will surely use more big data + AI technology for precise marketing, and tell stories with China Broadcasting The association will also continue to cooperate to empower the brand "star".
Stay tuned for more exciting content!