Why is Zheng Kai now only busy with endorsements and doing business?

Starting from April 8, the Nature Party’s official Weibo has successively updated activities related to the challenge #正凯himalaya. Before publication, this topic had 86.715 million reads on Weibo.

?This is the "History's First Celebrity Reality Show Polar Test" event. Zheng Kai, one of the spokespersons of the Nature Party, is the protagonist of the event. In the transparent tent foam house and smoothbore family at the foot of the Himalayan snow mountains The traditional Tianxiang Arrow, public welfare pasture sowing, and "72-hour uninterrupted pattern exposure" were carried out on a plateau with very strong ultraviolet rays, focusing on proving that Natural Party's sunscreen products, whether it is the brand Natural Party

During last year's "Double Eleven", Dianbao analyzed the marketing routines of domestic cosmetics brands such as Nature Party (for those who have never seen it, click here). If you haven’t read the Telegraph article, you may have heard of the Nature Party’s huge lineup of spokespersons. (David Asher, North, Up, Guangzhou and Shenzhen).

Just to name a few, there is the money-burning smell coming from TFBOYS, William Chan, Zhao Liying, Ouyang Nana, Sun Yi, etc. They are traffic-based artists with outstanding fan bases. Why did the Natural Party choose to go to Zheng Kai Himalaya, which has the highest traffic, for a "72-hour exposure"? There are so many speakers on the topic, why is Zheng Kai the one appearing in court?

First of all, going back to the first sentence adapted from the previous report, it is a series of advertisements similar to a "reality show". As we all know, from 2015 to now, Zheng Kai has been a regular guest on the popular outdoor variety show "Run" ("Run! Brother"), and the label of "reality show" has been firmly attached to Zheng Kai. After watching all the relevant episodes now on the market, I know that whether it is director Zheng Kai accepting a task from the director or explaining the upcoming challenges to the camera, there is a familiar atmosphere. It can be said that Zheng Kai is very suitable for this kind of outdoor challenging activities. (William Shakespeare, Winston, challenge) (William Shakespeare, Winston, challenge) Arrive at Zheng Kai Airport, accept the challenge, and also talk about Zheng Kai's popularity accumulation in the past year. If a variety show gains popularity, it always feels like a side job for an actor.

Fortunately, Zheng Kai's "Expedition 3", which opened this year, created the first domestic box office miracle in 2018. The box office was 850 million won on the 8th day of its release, and finally approached 2 billion won. In addition to the actor earning 2 billion in box office in one fell swoop, "Exes 3" also helped establish a solid fan base for Zheng Kai in the domestic market. Data from a ticket website based on the stills of "Ex 3" show that nearly 70% of the audience of "Ex 3" are women. In other words, the fans gained by Zheng Kai's movie are mainly female. It is reported that the cosmetics market is also dominated by female consumers. Zhengkai movies have gained many female fans, and the Natural Party is also happy to see this.

In addition, the price of Natural Party’s sunscreen products is much lower than that of foreign brands and other types of products, which is also a major advantage of Natural Party in conquering the domestic market. Are affordable "reality show" ads for natural sugar sunscreen products the latest trend? In addition to selecting people, using the right packaging method is also the key to successful advertising. Nature Party, which has always been active in marketing, has entered the forefront of the trend again this time. (William Shakespeare, Winston, Marketing Quotes) Inviting the spokesperson to the Himalayas to shoot the sun protection room is undoubtedly a new attempt in the domestic cosmetics industry advertising.

? Before taking the sun protection challenge every day, Zheng Kai put stickers on the backs of his hands. At night, Zheng Kai was still exposed to the sky. In the transparent foam tent, he did not forget his responsibility as a spokesman and Sun exposure recovery products are applied to the face. During this time, I found out that this was being held as an event similar to this event of the Nature Party. Fashion was invited to carry out the "Hydration Challenge" in drought-stricken areas, but due to poor performance, the event, Weibo, and Quanping Show stayed in one place, and the splash produced online was not big. The sun protection test results are clear at a glance compared with the moisture replenishment effect that is difficult to screen visually. At present, the Natural Party has not announced all the three-day blockbusters, but the "cute face" trailer released by Zheng Kai for this event has received tens of thousands of positive comments.

? Zheng Kai’s short notice is to step on the current Internet hot spots and bring the brand and netizens closer. Naturally, the party’s recent follow-up actions on the latest games and Internet trends have been quite rapid. . But there are certain risks in choosing this "reality show" model of advertising. The truth is both a strength and a weakness.

I believe that if the movie can bring real sun protection effects to the audience, orders for natural parties will continue to pour in. On the contrary, if the "real" record cannot be expressed well, there will be "Does Zheng Kaizhen live in a transparent bubble house?" and "As soon as the camera moves, does he return to the trailer and hotel to rest?" ". These are all What the Natural Party should consider. Last year, the Natural Party enjoyed fan marketing with "6", and this year's Women's Day advertisement for women's workplace equality won by "word of mouth".

So this time it relies on the new situation and the artist's success. Is the "72-hour exposure" campaign an exaggerated publicity, or has it become another successful marketing? The Nature Party, which has been well received for Women's Day advertising, said that it tested 7 sunscreen products this time (Snowy Whitening Sunscreen, Sunscreen Sunscreen, etc.) , it can be seen from the billboard that the Natural Party is confident in its sunscreen products. The ultraviolet intensity exceeds 3000UW, challenging the Himalayas. If it can defeat the strongest ultraviolet rays on the surface, Natural Sugar's sunscreen can also become the strongest sunscreen on the surface. Cream?

The newly launched "72-hour exposure campaign" starting from April 10th is currently being updated. Some fans commented that they want the same spray and sunscreen from Zhengkaizhong. The results of the campaign. It doesn’t seem bad. Recently, Natural Party will also release highlight videos and product evaluation videos to continue to focus on the final effects of advertising and products.