Maintain class, respect consumers, and offer sincerity and authenticity. How else can sentimental marketing be played? Nongfu Spring provides the latest reference answer.

Source: Chief Brand Officer Nowadays, it is an era where entertainment defeats seriousness, and goofiness challenges experts! How many serious financial news stories can compete with the embrace or smile of Brother Qiang and Sister Milk Tea? Vanke's financial news is never as attractive as the love story of Wang Shi and Tian Pujun. Netizens enjoy watching the funny long Weibo posts of Genius Little Panda, the dirty jokes of Durex, and the rants of Papi Jiang... For companies, we need to be able to lower ourselves, not act pretentious, and express ourselves more authentically and entertainingly. Sentiment is not to be played with casually; if not handled well, it can seem hypocritical and mushy. However, Nongfu Spring's sentimental card has successfully carved a path. Several long, documentary-like ads about water sources surprisingly received unanimous praise. Ads too long, no one watches? Most are still willing to pay for quality content Experience in copywriting warns us: if it's too long, no one will read it. Imagine the pressure Nongfu Spring faced when airing these three-minute-long ads! No beauties in short skirts dancing, only natural scenery and rugged men in red work uniforms. It turns out that length doesn't matter; authenticity and moving content do. The documentary style actually piqued viewers' curiosity. Nongfu Spring did not loudly tout: Our water quality is great! Instead, it subtly, through real footage of ordinary employees, showed consumers the beautiful water source, dedicated employees who love their work, and clear water. In contrast, many brands spend a lot of money on micro-films, but viewers are not moved and have no motivation to share. The reason is that the seemingly polished production cannot hide a story that doesn't hold up. Ask the director: Were you moved yourself? Nongfu Spring is sincere. The green mountains and clear waters, and the narratives of every ordinary employee, have the power to touch hearts because they are real. On the surface, Nongfu Spring does not aggressively promote product quality. But what it wants to recommend is quietly embedded in the ads. After watching the ads, people naturally know that your water source is picturesque and your employees are dedicated. A scheming boy in capital letters! Ads can be skipped? Is that silly? Understand user psychology before commenting Nongfu Spring's scheming is not only in the high-class ads. It also set a 'skip after 5 seconds' feature. Although foreign video sites had similar practices, Nongfu Spring is the first in China to try this. Most video advertisers think: As the sponsor, I paid, so you have to watch whether you like it or not. Thus, users are forced to endure minutes of various ads when opening videos: "Buy a used car, go to XX Used Cars!" Such brainwashing may be effective in reinforcing brand memory, but it undoubtedly lowers the brand's tone. Amidst all the noisy ads, Nongfu Spring's 'skip after 5 seconds' feature stands out like a fresh stream, especially cherished. Users also have a strange rebellious psychology: if you force me to watch, I'll install an ad blocker; if you say I can skip, I'll watch it seriously and even promote it for free. If you don't believe it, see below: Almost all positive comments tell us that an ad doesn't need to be sensational to become a phenomenon and spark widespread discussion! Maintain class, respect your consumers, and offer sincerity and authenticity. Even in a restless environment, you can earn consumers' respect. This is a higher level of playing with sentiment. Too expensive to play? Floodgate-style video traffic ensures every penny is well spent Investing in such closable ads may seem like a fool's errand, but once you understand Nongfu Spring's cooperation model with video giant Youku, you won't think so— According to an insider at Youku, "In the 180-second ad, 30 seconds is the threshold. If the user watches less than 30 seconds, that ad time is considered a gift from Youku; if the user watches more than 30 seconds, even if they watch all 180 seconds, Youku only charges for 30 seconds." This video ad placement, where users have absolute choice, despite being three minutes long, saw over 85% of viewers watch beyond 30 seconds, meaning an 85% brand exposure rate. The coverage of major video sites is already impressive, and an 85% effective ad rate is an extremely large and gratifying number. This cooperation model of spending little but achieving much is worth learning for advertisers—our principle is to do the most cost-effective marketing with a limited budget. This marketing that earns great word-of-mouth didn't cost as much as imagined. Nongfu Spring didn't lose out; it's worth learning from! But let's hope we don't see a wave of imitators making ads about the daily lives of brewery workers, sugar makers, or condom workers! Zhejiang people really know how to do business! Excellent Product Promotion China's first brain-gold beverage "Shanlong" brain-gold beverage is now recruiting nationwide distributors. Reasons for recommendation: 1. Category innovation: The first DHA brain-gold beverage in China, beneficial for adolescent brain development, opening a new blue ocean in the beverage market. 2. Unique and eye-catching packaging: Patented dragon-claw bottle design, the first sci-fi and fashionable beverage bottle internationally, extremely outstanding in terminal display. Advanced imported sports cap, first introduced in China, stylish and cool, with high technical barriers. 3. Distinct selling points: China's first brain-gold beverage, a brain-health drink, with fun and fashionable bottle design, ensuring product popularity. 4. Weak competition: Shanlong is a completely original category and appearance, with few competitors. 5. Huge consumer base: Targeting students and adolescents, it can quickly explode in channels concentrated with young people like schools and internet cafes. 6. Small investment, big profits. Can be trial-sold in small quantities, retail price 5 yuan, with huge profits. (Please refrain if busy or without experience/channels) Nationwide blank market hot recruitment Miss it and it's gone 020-22176628 Long press the QR code below to add Manager Lin on WeChat: Guangdong Heyuan Fengsheng Food & Beverage Co., Ltd. Website: WWW.FOODSUN.CN -END- The best FMCG distributor learning platform in China Dedicated to providing professional, practical, and actionable tutorials for companies and distributors Committed to helping Chinese FMCG distributors grow rapidly The most professional and practical knowledge base in the FMCG industry Reply with the red number below to get corresponding content Reply with number 1 to view the complete knowledge base | 001 Excellent article selection | 002 Distributor market operations | 003 Terminal visit management | 004 Sales supervisor skills | 005 Sales improvement techniques | 006 Channel expansion | 007 Managing distributors | 008 Distributor development | 009 Distributor internal operations management | 010 Team management | 011 Efficient distribution techniques | 012 Sales manager's eighteen skills | 013 KA operation methods and strategies | 014 First lesson for new salespeople | 015 Internet, brand | [Long press QR code to follow] To join QQ/WeChat groups, please click: Read original text