Breaking the homogeneity of variety show marketing, Jinzai aims for the next stage

In the era of pan-entertainment, consumer attention is becoming increasingly scarce, and every brand is seeking to communicate more efficiently with its target consumer groups. Variety shows, which have their own entertaining interactive scenes and a considerable audience base, can provide merchants with channel convenience and empowerment of voice and traffic, and have gradually become the communication medium favored by many brands.

Variety shows are booming, but variety show marketing is a bit "unable to keep up with the times". Audiences with improved aesthetic needs are increasingly "disenchanted" with stereotyped marketing methods. At present, whoever can plan a creative variety show marketing will be the first to break through the siege of homogeneity and usher in new growth space.
Known as the

'first stock of fish snacks'

, Jinzai has performed exceptionally since entering the variety show marketing track. Externally, it has insight into market characteristics and anchored target variety shows. Internally, it customizes exclusive content and renews its connotation image. With a set of internal and external strategies, Jinzai has successfully made an excellent demonstration, penetrated the crowd, won marketing, and completed the comprehensive upgrade of brand effect marketing.

01. Gain insight into industry changes and choose communication venues to lay the foundation for both brand and effect

At present, healthy consumption has gradually spread to all kinds of people. Even young people who are keen on trying new flavors and pursuing high-value foods are consciously cultivating healthy eating habits, often setting off new healthy trends such as "Chinese medicine milk tea" and "healthy light snacks".
The emerging market phenomenon has given Jinzai, which comes with labels such as low sugar, low fat, and low calories, great potential, and the brand's inherent product advantages urgently need to be seen by more young people through variety shows, a popular communication platform.

From the perspective of the audience, the three variety shows are mainly young people born in the 1990s and 2000s, which is highly consistent with Jinzai's target consumer group. In addition, due to the novel and diverse ways of playing the programs, the participating artists have their own popularity and traffic, and the variety shows have a high degree of attention and audience stickiness, which further guarantees Jinzai's audience reach.
It is worth mentioning that the three variety shows that Jinzai cooperated with are all guided by the aesthetic interests of young people, and the themes and content they show are novel and interesting, providing reference significance for the development of variety shows; and Jinzai is guided by the new dietary preferences of young people, using delicious and healthy snacks to meet individual needs, and inspiring the future development of the snack industry. Both parties have shown youthful and contemporary innovations in their respective tracks. This common development concept makes the cooperation between Jinzai and variety shows complement each other, and helps Jinzai become a "good partner" for variety shows in the hearts of young people.
From audience analysis, to value transmission, to the deep fit of the concept dimension, Jinzai has taken every step carefully to select the variety shows that are most suitable for him, and has promoted healthy snacks to successfully enter the vision of young people, effectively improving the brand's public favorability.

02. Go beyond formalism and customize exclusive content

In the traditional marketing thinking of variety shows, brands mostly focus on the traffic and exposure of variety show channels, and the focus on implantation is "form over content", which makes it difficult to resolve the sense of separation between themselves and the program, leaving the audience forced to withdraw in the middle of enjoying the variety show and not enjoying it to the fullest.
At this time, Jinzai turned the camera to the variety show itself, looking through the appearance to the essence of the program to attract the audience - content, pouring brand creativity into the customization and output of content, allowing variety show cooperation to go down and deep.

03. Understand the fans’ psychology and open up the channels of communication

Complete the final destination of the brand and the audience

Variety shows are broadcast, exposure is obtained, and the marketing chain of many brands may have been completed here. Jinzai takes variety shows as the starting point and uses brand creative insights as the radius to discover new spaces with greater growth potential outside of variety shows.

Summary:

Looking at this brand action, Jinzai, based on the contemporary insight into variety show marketing, has developed a new posture to break through homogeneity and boost the added value of variety shows, providing a reference for brands that have not yet entered the variety show marketing.