In 2022, Midea reached 149 million views on its TikTok topic #sharethewarmth. Midea's successful customized creative marketing marks a significant leap from its traditional marketing, which builds authenticity between the brand and customers.
What is customized creative marketing?
Customized creative marketing is more about reaching the right person with the right message at the right moment with suitable suggestions. It is when you tailor your marketing based on the data you've collected from your contacts. However, in customized marketing campaigns, ads with fun elements are often seen as more immediately attractive and accessible than more serious ads, which may not resonate as quickly or as profoundly with people.
FancyMedia aims to bridge the connection between the brand and the young generation. Seeing the small details of life from grand problems, turning to cultivate an optimistic attitude, and investing in "real life" also endows the brand with social value.
How to bring authenticity to the audience?
People worldwide are connected through the Internet, and social networks strongly influence the real lives of young people. Young people are also relatively more willing to share "real life" on social media, find brand products that meet the philosophy of life and form a circle.
Young people prefer to find brand products that meet their philosophy of life and form a circle. The lifestyle network uses the "ideal me" to reflect the "real me" shared by young people on social media and the interaction between people and brands.
Step 1: Target the audience
Market research is necessary to target your audience, which allows you to get information from a larger sample size, eliminating bias and assumptions to get to the heart of consumer attitudes. You need to know the following information at least:
· Where does your target audience conduct their product or service research?
· Who are your competitors, and what are some of the challenges?
· What's trending in your industry and the eyes of your buyer
· What influences purchases and conversions among your target audience
From the research, Hungary is about 9.68 billion, of which the number of TikTok users is about 340 million, accounting for 3% of the total population. More than 70% of TikTok users are aged 18 to 24. Judging from many market feedbacks, the Hungarian market currently prefers videos in the form of "Short Drama."
Step 2: Creative content
Based on our research, we applied the "TikTok Creative Challenge" to promote the brand.
Create #sharethewarmth activity and design a highly interactive and engaging Midea Sticker for the activity.
The sticker form is initially frozen and cold and then gradually melts due to the warm wind of Midea, and Christmas theme decorations appear at the end. While matching the attributes of seasons and festivals, it is also combined with the characteristics of brand products.
Co-created with Muxo, the sound effect of freeze is added to the intro part, and the ice cubes of the stickers are combined.
The production of BGM chose to co-create with the musician Muxo and added the freeze sound effect in the intro part so that the music and the unique effect stickers are more closely combined. The whole song uses Christmas songs as the base to create a transition from severe cold to a warm Christmas party celebration.
By the way, the Merry Christmas at the end overlaps with the Christmas elements of the final sticker, creating a solid festive atmosphere.
Step 3: Matching resources
We selected 19 local Hungarian content creators per the brand's tonality to participate in this event. The cumulative view volume of the talent is 58 million, which is still growing. Experts drive amateurs to participate together, playing a vital role in the continuous flow of activities.
Why choose the TikTok challenge?
As the flagship resource of TikTok, challenges are a cornerstone of TikTok and represent some of the platform's most popular videos. TikTok creators aren't shy about answering the call to create content from the dance-offs to make-up hacks and beyond.
Perfect for building awareness and encouraging excellent user-generated content, brands are rightfully scrambling to find TikTok hashtags for their challenges.
At the same time, it can use celebrities or talents to integrate various topics, stickers, music, and so on, to transform into a new marketing model. Its broad exposure and explosive communication bring more direct marketing effects, increase user interaction, and provide support and services for brand product warm-up, node promotion, and regular momentum building.
Step 4: Performance
Spotlight - Make localized content
Adapting to local conditions is not just a simple language translation but also aims to "localize" the content to tell the story behind the brand profoundly and to create high-quality video content. This can not only be used as the entrance of traffic communication, but also as a very suitable way of communication media to tell the brand's core and story.
On the one hand, we give talents greater subjectivity in video content so that talents have a good creative space. On the other hand, it builds an authentic connection between the brand and its audiences.
The understanding and cooperation with content vary from person to person. They are a group of people with unique insights so the brand can influence them is also limited. Trying our best to communicate with them to understand the vision of our brand and cooperate to produce high-quality content is the goal we have been working hard for.
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