The marketing power of a good story has finally been seen.

It can be said that the story show "I only lived 1%" staged last weekend is the most cost-effective event marketing this year, and there is no one. Although Ma Jiajia, Diao Ye, Huang Taiji and Yu Jiawen are all excellent storytellers, compared with Da 'an Girl, they can detonate social media in a short time and achieve such a good transformation effect.

65438+February 65438+March 2 1: 26, Weibo's big V "Big Annie" released a group picture of "Sorry, I only lived 1%", which quickly became popular in Weibo and then spread to the circle of WeChat friends. In just one day, both social networks were screened. By 20: 00 on February 5th, 65438+65438, the map had been forwarded 436,900 times, liked 347,300 times and commented 89,000 times in Weibo. And the transformation it brings is surprisingly high. "Big Annie" will be released on 14 in the afternoon 15:07. Weibo said that this article has been read by more than 60 million people, and more than 300,000 users have downloaded her first "Reading Comics" for use. The app also topped the free list when the App Store was the highest, and it still ranks second.

Many people are amazed that this is really great marketing. Without seeing her spend money, she will get a double harvest of word of mouth and download volume, which most companies can't buy with money.

I have to admit, this is really awesome. Even if someone later questioned her hype, her animation level and her inconsistent expression, what I want to say here is that her values, moral standards and entrepreneurial growth path have nothing to do with you and me. What we can learn from the event itself is her event marketing skills-a good story has made a hot event, and a good story has triggered and contributed to a closed marketing loop.

Good stories make good marketing.

No one likes listening, speaking and teaching, so tell a short story. This has nothing to do with people's IQ and status. Story meetings and bosom friends have their own audiences, and the financial magazines in the airport also make white-collar workers intoxicated with business stories.

Tom doctoroff, CEO of Zhiwei Thompson Advertising Company, once said: Our goal is to turn mice into Mickey Mouse. "Rats" are common commodities, and there are many of them, but people don't necessarily like them. But Mickey Mouse is different. Although they are all mice, they can bring happiness and win people's love-Mickey Mouse is the brand.

The process of this change is telling stories. A popular word in English content marketing is storytelling, which is literally translated into Chinese as "storytelling". Almost every successful brand has a wonderful story behind it. All successful brands are good at "telling stories". They know how to explain the history, connotation and spirit of the brand to consumers and instill the brand concept imperceptibly.

Therefore, good marketing means telling good stories.

What kind of story is a good story? "I only lived 1%" can be counted as a specimen.

Anatomical specimens can let us see the details better. From the perspective of communication, distinctive themes, personalized characters, rich conflict plots and empathetic details are indispensable; And the purpose of these elements is to have a sense of substitution, so that the audience and listeners have a * * * sound.

If we analyze the life of "I only lived 1%" in this way, we can clearly see its glory. Jim Stenger, former marketing director of Procter & Gamble, said that the best companies tell two types of stories to build strong and lasting brands. One is the Genesis story, which focuses on the entrepreneurial legend of the company; One is the customer influence story, which tells the positive influence and change of the company's products and services on people's lives.

The Great Anne tells a story of Genesis. Ladies and gentlemen, please listen to the detailed breakdown:

1, bright and positive theme-inspiration and dreams. This is a hot topic in the current society, and it is also the spiritual food for diaosi to comfort themselves. A friend spoke on the Internet, saying that "Big Anne" created chicken soup instead of comics. Indeed, Annie brought you a bowl of hot chicken soup for the soul. Netizen's "Nameless Zhao" message: Dream Department may be the only literary creation theme that can be tied with Love Department, because it is simply the weakness of all mankind.

2. Personalized characters-post-90s female entrepreneurs. In the entrepreneurial army, at present, only the post-90s can attract public opinion and people's attention, which is the envy of all post-70s and post-80s, and also the focus of media attention. People will never let go of such a lively drama. Spectators will cheer for their small success and feel distressed for their small setbacks.

3. A novel form of visual communication-cartoon. The post-80s and post-90s have entered the era of reading pictures. Compared with long text, the image itself is intuitive and beautiful, easier to spread and more suitable for fragmentation time. The cartoon itself has better readability and communication.

4. The core contradiction of the story-persistence and maverick in growth and entrepreneurship. This is another most exciting template at present. Genesis story shows the motivation of a brand or company at the beginning. Just like Mercedes-Benz, people will think of the story that "the father takes the female surname", and every great company is a response to a real specific user's needs. The story of Genesis illustrates this point.

From the cartoon, we can see that little Annie broke the curse of 1% twice under her own struggle, and now she has realized the third 1% with the help of the power of the internet. This is a good story. Telling your own story is the most touching. Personalized characters, rich plots and conflicts are vividly displayed in a short cartoon, giving users a sound, and Anne's image becomes their future and hope in their minds. When everyone is moved, they are actually moving for themselves.

It should be said that the powerful storytelling ability of "Big Anne" has played a vital role, and here, Weibo's storytelling ability shines brilliantly. "We can't express the same story, but Anne's paintings can be expressed so deeply in her words, which is why everyone screams."

Key tipping points and boosters

The above four points are necessary for a good story.

At the same time, to be a good story, you need: 1, which is true and credible. Brand stories must be "true", not that brand stories must be true, but that brand stories speak for themselves. If the brand story is caught by consumers, even if it is true, it will be labeled as fake by consumers. 2, positive energy, touching. Why is the story of Snow White and the Seven Dwarfs enduring? Because it follows people's yearning for truth, goodness and beauty, it can travel through time and space and become a beautiful eternity on earth. Therefore, brand stories must interpret the true feelings and the pursuit of truth, goodness and beauty in the world.

These two points are also fully displayed in the story of Big Anne. But whether this good story can become good marketing, there are still several elements that are essential.

First of all, before you conceive a story, you should think about the following points:

1, who is your target audience?

2. What kind of stories are you going to touch them with?

3. How to reach the audience and get them involved?

Anne should think more clearly in this regard. In this marketing, in just two days, investors, industry partners and ordinary users have all fallen into the trap. This result is definitely beyond her original expectation. Starting from the content for the general audience, starting from the social network, even if the impact on ordinary users is not particularly prominent, at least investors and industry partners can see their marketing ability, which may be the most basic original intention of Anne's team.

Secondly, the support of time and environment is particularly important. The tipping point written by Malcolm Graville tells three principles of popular theory. The first is the principle of individuality, that is, the popularity of a thing cannot be separated from three kinds of people, namely contacts, experts and salesmen. The second is the law of attachment, that is, the elements of popular things themselves, which can make people unforgettable and linger. The third is the law of environmental force, that is, the environmental factors that start the popularity are very important, and a small change in the external environment can determine whether it is popular or not.

The environment here is very important. Recently, several hot events have taken a ride on the entrepreneurial tide, telling everyone the ups and downs of entrepreneurship, which makes it easier to spread.

The third and most crucial point is the personality rule mentioned in the tipping point, and the choice of salesman is very important.

For most enterprises, what I said is that you can learn but can't do it, which mainly means this. Generally speaking, the fans and performers of "The Great Anne" on Weibo are the killer of her courage and success. More than 8.38 million fans, together with a group of musicians who have been holding a group for a long time in Weibo, became salesmen of this activity, forwarding, commenting and praising them. Everyone is full of emotions and excitement and acts as a communication node of different sizes.

This kind of communication channel is beyond the reach of most enterprises. Even if we spend money on promotion, the effect will be greatly reduced, because involuntary participation itself is like a twisted melon, too commercialized and too long.

Generally speaking, storytelling is a long-term and lasting work, which needs constant infiltration and bedding. For an event marketing, or a single content marketing, sponsors can hardly expect a success. Stimulating users' minds is not only a mental activity, but also a physical activity. If you want to spend a lot of time, extend the characteristic marketing in the interpretation of life and gossip, activate your users and tap their mental resources.

The ultimate goal of brand story is to spread the brand, not just to entertain the public. Storytelling is a process of communication and persuasion. Telling a good story is actually far more difficult than imagined.

People like stories and are willing to spread them spontaneously. But a brand that can tell stories best needs a long and sustainable story. Many times, we only guessed the beginning, but we didn't guess the end. I hope Big Annie is not like this!