1. The idol e-commerce model has become the new favorite of big brands
2. Brands’ new ideas for playing in idol industry
2.1. Variety show title sponsorship
In addition to the various forms of products exposed in the show, the company also introduced explosive traffic to the Tmall flagship store. Fans purchase the “Idol Trainee” limited edition vitamin water and mineral water launched by the exclusive title dealer Nongfu Spring on Tmall to obtain additional voting coupons, the “water tickets” in the fans’ mouths, to vote for their favorite idol trainees. Through the voting activities during this period, it is reported that the sales of the Nongfu Spring Tmall flagship store has increased 500 times, and the vitamin water in many stores were out of stock many times.
2.2. Customized products and IP related products
The brand conforms to the current trend, gives fans the identity of “creative chiefs,” and guides fans into the WeChat official account through the brand’s official Weibo to vote for idols’ exclusive tastes, slogans, and ICON. At the same time, benefits will be increased during the event to encourage dissemination further. If fans can vote to reach the specified number of levels, not only can they unlock the mysterious gifts and unique easter eggs of the stars, they can also participate in the lottery and get the idol surprise surroundings.
Through voting and proposal solicitation activities, Ambrosial fully considers fan preferences and respects fans’ supporting culture; on the other hand, it allows fans to transform from consumers into co-builders of the brand, creating exclusive products’ own circles, and establishing emotional connections. In the end, the idol fans were transformed into brand advocates and disseminators in a “heart-conscious way”.
2.3. Virtual idols extend the boundaries of idols again
On the other hand, an idol with multiple brand endorsements is already the norm, under such circumstances, consumers will inevitably have cognitive ambiguities and deviations. Virtual idol figure provides flexible solution that is able to be created and adjusted to match the brand needs. The uniqueness of the virtual idol makes the brand more recognizable. Brands can also further form unique brand cognition and convey brand values by shaping virtual idols.
3. Step by step fans activation path
4. Key Takeaways:
When a brand chooses an idol, popularity is the base, and sales conversion is the result. Brands need to rethink how to go deep into the Fan Circle, understand its unique culture, dig deep into the emotional resonance, apply it to marketing campaign design and product communication, use all channels to activate fan’s love, and ultimately detonates product sales.