As a platform for young people to share their lifestyles and the entrance to consumption decisions, Little Red Book has a monthly life of more than 200 million and 43 million creators. Here, consumers look for the experience they want, while brands want to influence consumers' decisions. With the arrival of the marketing nodes of Changxia, 5.20, 6. 18, many brands are laid out in advance to create a variety of marketing methods. Today, let's analyze it and see how they do it. Planting grass is very rhythmic, like boiling water to add firewood. In recent days, "summer" is a well-deserved hot topic. In addition to sun protection and summer heat relief, mosquito repellent is also a hot topic. From the "trend inquiry" in Hong Xin, we can know that in the past 30 days, 6,848 notes related to "mosquito repellent" have been released, with a cumulative number of praises of 638,600. ▲ New Red Trend Inquiry As an old-fashioned domestic product in this field, Liushen has already planned ahead of time, not only showing the alternative use scene of the product in the recent notes on planting grass, giving the product new uses, but also releasing the latest advertising video, which attracts users' attention in practicality, interest and hotspot. ▲ Hong Xin-Grass Notes-Data Trends We can analyze the content creation form and delivery strategy according to the recent interactive trend of Liushen Grass Notes: * Slide down to view the details. On April 20th, junior experts shared Liushen shower gel with the label # Liushen; ; Kol's video tutorial on the head "Old Chinese Goods" is the correct usage-mosquito repellent and odor limited aromatherapy. On April 23, the junior master shared the Liushen shower gel with the label # Liushen; ; Waist experts once again share the upgraded usage-hot pot deodorant toilet water, 66 kinds of gods with tag# Liushen toilet water. On May 4th, the @ Liushen brand number released the 5.4 festival poster; Waist experts share five different usages of expanding six gods; May 1 1, @ Liushen released the "Summer Vaccination Plan" to plant grass and shower gel; Amateur bloggers sorted out all kinds of fragrances of the Six Gods-the level of big-name fragrances was changed to May 13, and the interaction of notes reached its peak. Among them, Yaodaren @ jingjingjingjingjingjingjingjingjingjing released a travel vlog, which not only revealed a bowl full of products of the six gods KOL@, but also released "Can toilet water be made with only three materials?" ! "Also with the label # Liushen Toilet Water May 15, @ Liushen released the latest commercial" Diverse scenes, switch at will, be with Liushen ... ",and at the same time brought # Every moment is magical in Liushen Toilet Water # 66 kinds of God operations # Sean Xiao Liushen brand spokesperson multiple labels ▲ Source: Xiaohongshu This commercial is in Xiaohongshu/kloc. On May 15, the number of Liushen's notes on planting grass increased five times compared with the previous day. Notes include Amway products, screenshots of advertisements, purchase records of drying orders, imitating advertisements and expanding new uses of toilet water, etc. ▲ Source: Xiaohongshu Xiaohongshu's planting grass is a continuous behavior, not an explosive growth. We see that the launching rhythm of the Six Gods always keeps a certain number of notes, and the frequency of releasing notes increases obviously when it is close to business. Get ready. Other brands should also pay attention to how much to spread according to different nodes when formulating the strategy of planting grass notes, and try not to interrupt, otherwise the previous work may be in vain. The festival+joint name cross-border was played by Ta, and it was also a small red book planting grass, but the ways adopted by different brands were quite different. Compared with the Six Gods, we are still committed to being close to young people and promoting the brand image to be younger. Famous products have long relied on IP to get rid of the initial label of "Shanzhai Ten Yuan Store" and realize the leap of brand image. ▲ Hong Xin-Brand Ranking-Brand Planting List Last week's excellent products ranked second in the brand planting list, with the interaction volume of 16. 16w. This time, the "cinnamon roll" has made great contributions! * Cinnamoroll: generally refers to the big-eared dog, which is a popular mascot introduced by Sanrio. May 1 1 day, @ famous brand number. Released the note "Famous 520 Big Ear Dogs! ! I met my "er ... heart bar" and officially released 520 limited-edition big-eared dog dolls, an increase of hundreds of millions of cute details compared with the previous cooperation. ▲ Source: Famous products are newly limited at this time, which seems to be an unexpected choice. On the one hand, in order to keep the freshness of the store, Mingteyoupin has always maintained IP joint planning more than 4 times a year; On the other hand, 5.20 marketing is the last traffic highland before 6 6. 18 e-commerce, and it is also an important consumption node after 3.8 Women's Day. On such a special date as 5.20, whether you give it away or buy it for yourself, it can bring heat and pay for the brand. Up to now, many users have punched cards offline and shared them with Xiaohongshu. Undoubtedly, wave after wave of IP co-branding has become a traffic artifact of famous products. ▲ Source: Xiaohongshu creates brand highlights in limited quantities in the current season. In addition to joint names, seasonal limited quantities seem to have become the routine operation of brand marketing, and they are often accompanied by scene marketing instead of simple price reduction promotion. Given the endless seasonal restrictions, what should brands do? Oreo's performance in the IP marketing plan of "cherry blossom roaming in spring" initiated by Xiaohongshu seems to be a good reference answer. ▲ Source: Xiaohongshu's business dynamics extract brand features and deepen user impressions. Oreo, as the superstar of Kraft Foods and the king of cookies, has long been deeply rooted in people's hearts. This time, combining the cherry blossom elements, the biscuit was changed to pink, which made the product more memorable and deepened the user's impression of the brand without affecting the user's cognition of the brand. ▲ Source: Online insight into user pain points and deep contact with users. At the same time, @ Oreo officially launched a topic in the eating method of Little Red Book # Oreo 100, and interacted with Aauto's faster dessert making, creative menu sharing and product giving, which not only added a layer of "cooking materials" to its products, but also "making breakfast in a few minutes" was very suitable for people who were pressed for time but pursued a refined life. ▲ Source: Xiaohongshu creates interesting content and realizes effective interaction. As Generation Z becomes the main force in the consumer market, brands need to deeply understand the interests of different young circles and formulate targeted marketing strategies. Recently, outdoor leisure activities are very hot, such as camping, picnicking and fishing. Are hot topics at present. @ Oreo officially released "Oreo in Spring | Take you to picnic freedom!" It has also received enthusiastic comments from users. ▲ Source: The success of limited products in Xiaohongshu season often requires both internal and external repairs. High-quality products, thoughtful service and attractive appearance are all important links for products to successfully occupy the market.