Unilever: Exploring the cross-border marketing market through branded customized dramas

Nowadays, there are no hidden product placement advertisements. If producers, directors, etc. would have been cautious in the past to avoid arousing audience disgust with too many flaws, then today, audiences may not even know who inserted the advertisements and who in the film and television series. When this trend once again became the rule of the film and television industry and the usual tactic of the advertising industry, everything seemed to be logical.

For example, Jiangsu Satellite TV's popular fashion career TV series "Invincible Beauties Like Clouds" makes no secret, but nakedly advertises the image of product placement. Of course, this TV series has been a customized TV advertising series from the beginning.

We are accustomed to classifying this type of cooperation between companies and film and television as the category of cross-border marketing. From this perspective, customization and product placement are not a rarity. After all, cross-border marketing has a long history. However, once refined, advertising from product placement to customized film and television has only begun to flourish in the China market in the past ten years. Unfortunately, Feng Xiaogang, who made a New Year movie, is regarded by many as the pioneer of product placement advertising in China. However, the value of the film is originally optimistic. The real driving force is Feng, rather than the producer. Naturally, we have to talk about the investor. Therefore, following this main line, we found that our company created this advertising model, because the company is the demand side. This will make a slight correction.

It can be seen that the big club Unilever spared no effort in creating this TV series for Qingyang. They even didn't hesitate to dramatize the ins and outs of Qingyang's advertising creativity. From the current perspective, Unilever's move is undoubtedly a success. The TV series itself is based on the workplace style brought by "Du Lala's Promotion". Public relations and fashion have always been mixed. Handsome and beautiful women are naturally indispensable. Various elements make the TV series itself attractive enough.

If you have to outline this TV commercial series, you can use a very old-fashioned but relevant postmodern allusion: a bottle of shampoo triggered a workplace massacre.

This is not the first time Qingyang has promoted its brand through product placement in film and television. Previously, it also cooperated with Hunan Satellite TV in "Invincible Ugly". Therefore, when habitually naked, people no longer pay attention to the right and wrong of advertising behavior.

There is no denying that Qingyang has been very successful in interpreting the words workplace and fashion through TV dramas, although the plot may be a bit weird. Not only the TV series itself, Qingyang has carried out a series of online and offline activities around TV series, such as a series of related activities carried out in conjunction with Sohu and Tudou, the Qingyang workplace challenge action activities formulated around TV series, and the use of male and female protagonists of TV series to serve as spokespersons for new TV advertisements., etc., make Qingyang's entire advertising plan seamless and feel invincible.

Qingyang's efforts have undoubtedly brought a lot of pressure to Unilever's main competitor, P & G, and other daily chemical brands. But at the same time, the success of Qingyang's customized film and television dramas has undoubtedly brought a new reference benchmark for product placement. The co-customization between the film and television industry and corporate brands may have just begun. As film and television viewers, unfortunately, we may have to face a climax of customized advertising films and films for a period of time, and naturally we cannot avoid seeing some shoddy films and films. In any case, in the early period, this may have been a bad thing for pure audiences who pursued plot entertainment itself, but as the entire market gradually matures, a tacit understanding can still be found between companies and film and television. The key is that in the future, the pace of self-made and exclusive TV dramas by local TV stations is bound to accelerate, and companies are increasingly willing to join the ranks of customized TV dramas. At least, from the current perspective, Qingyang has opened up a skylight for customized TV advertising, and those who come after will definitely flock to it.

Shampoo is a highly competitive industry, but it has not been able to get rid of the shackles of the 28th Law for many years. P & G brands account for almost 80% of the market share, while other brands can only enjoy 20% of the remaining market stock. Unilever has always been regarded as the only one who can compete with P & G. The TV series "Impressive" tailor-made for Qingyang can be expected to bring a blowout period to Qingyang's sales. A more optimistic estimate is that Qingyang will capture the hearts of a large number of young consumers born in the 1980s and 1990s, and may also squeeze some P & G brands into the aging order. To be precise, the entire TV series is simply a clear brand catalog. From the invulnerable title to remind the audience of the dandruff anti-dandruff effect, the plot revolves around the fashion topic of the workplace, interpreting the confidence and fashion and other personalities conveyed by the brand.

For companies, there is no need to flock to customized brand dramas. Without a good script to seamlessly connect with the brand and a complete promotion system, it may be more wasteful than placing advertisements in other media. More importantly, when connecting with the entertainment industry, companies need to have a thorough public relations plan to avoid some other causes. Right and wrong causes damage to their own brand.