Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
The HSBC China credit card was launched at the beginning of this year, in order to continue the exposure of credit cards, enhance consumer awareness and attract more people to apply for CARDS. After the comprehensive analysis of potential consumers, for consumers agree, at the same time in the star + you + strength tencent resources under multiple flow reputation guarantee, decision and mental man times of the popular IP to cooperate, through the program links props implanted, problem, and the integration of the program itself, the HSBC China credit card brand product information spread out better.
HSBC synchronously cooperated with tencent video, tencent news and other resources online brand related focus pictures and advertorials, cooperated with the production of tidbits video and emotisms, and synchronized with the peripheral multi-field WeChat KOL graphic communication.
Brand spread from program implant itself, to match to the resources display video, and then to use outer stars firsthand material and show the heat topic in combination with KOL widen dissemination domain, second, to win consumer word of mouth, successfully conveyed the rights and interests of the concept of brand and product introduction, "card rate was improved greatly, and has achieved good communication effect.
Solution：
Now in the era of the outbreak of popular IP, good IP (programs and stars) can attract the attention of consumers, and rely on the guidance of a large platform, can quickly achieve a large number of consumers click, consumption behavior. HSBC China decided to establish a strong connection with variety IP from the content, from the traditional decommercialization to entertainment. Such healthy cooperative attitude of mutual promotion not only makes the program feel comfortable, but also feeds the sales and user cognition of HSBC credit card.
Finally, we found the popular IP "brainman era" to cooperate and try to do program content implantation.
Core idea:
Use IP to create content, appearance level to bring traffic.
Promotion strategy:
360-style multi-platform communication (tencent video, tencent news, weibo WeChat KOL, etc.) brings all-round social communication highlights.
KOL promotion choose entertainment, gossip, travel and life, WeChat KOL accurate promotion, using the form of advertorials, to attract young people to read.
Secondary communication: make use of tidbits video, emoji package and other forms to conduct secondary communication, improve the topic heat and arouse consumer groups' attention.
The integration of HSBC into variety shows, integration into the program link development, product props, advertising content, so that the brand and entertainment a concept of harmony, deep scene implantation to achieve natural binding, not endorsement is better than the communication effect of endorsement to HSBC image exposure at one go. As partners, we implant the FINALE on the FINALE of the program, through the implant Settings of the game link. IP to create content, so that the brand concept and product rights and interests to get the maximum exposure.
Result：
The main purpose is to increase the exposure of brand products. Through the effect of star programs, more consumers are driven to apply for credit CARDS, which are reflected in the following data:
With the launch of the show and the promotion of topics, the volume of HSBC credit card has been greatly increased.
