How liquor companies play H5 marketing

Nowadays, liquor manufacturers are no longer just focusing on the e-commerce field. The ubiquitous low headed group has made business on WeChat Moments flourish. In this circle, some people are narcissistic during the day and take selfies at night; Someone is serious every second and nervous every second. Due to the normality of all living beings, an application called HTML5 (abbreviated as H5) is also growing increasingly prosperous in this biosphere.
Multiple dazzling features have made the H5 popular in the marketing industry. Jiang Xiaobai, who plays with fashion, youth, and avant-garde circles, is undoubtedly one of the best.
Jiang Xiaobai combined current hot topics and catered to the opinions of young people, launching a series of eye-catching copywriting, which was widely reprinted on WeChat Moments. The H5 application, with its gorgeous appearance and lively emotions, allows viewers to unconsciously accept the brand or product proposition, and thus accept the product.
For example, recently, Jiang Xiaobai launched a series of copywriting for "Xiaobai Cocktails". Xiao Bai Cocktail - Mix youthful wine with youthful pairing, and stir up youthful taste buds with youthful emotions. Xiaobai cocktail, thanks to its unique pure body and stable quality, has formed a natural taste alliance with beverages such as black tea, green tea, red cow, and soda water. As long as you are willing, you can use Jiang Xiaobai to freely adjust your life and emotions, and your taste buds will never be lonely.
In the Moments section, four sets of Little White cocktails are displayed with pictures and text, namely - Little White Cowherd, Afternoon Sunshine, White Rich Beauty, and Affection.
With a flick of your finger, this copy and corresponding illustrations immediately jump out. Xiaobai herding cattle is a "Jiang Xiaobai+Red Bull beverage"; Mix ratio: 1:1+ice cubes; Features: Golden color, mellow taste. The afternoon sunshine is "Jiang Xiaobai+Ice Black Tea"; Mix ratio: 1:2+ice cubes; Features: Jiang Xiaobai and iced black tea complement each other, with a sweet taste, rich tension, and a sunny afternoon wilderness atmosphere. The taste is better when ice is added. Bai Fumei is "Jiang Xiaobai+fresh milk"; Ratio: 1:1; Features: Rich and mellow milk aroma, with a lingering aftertaste that lingers on the tongue even after drinking for a long time. Emotional pulse is "Jiang Xiaobai+Pulse"; Ratio: 1 to 1.5; Features: Soft and delicate, rich in fruit aroma, with endless subtleties and artistic conception, especially suitable for women to drink.
How to Play the H5 New Realm in the Liquor Industry
Throughout today's successful H5 marketing, H5 is a seamless system engineering from conception, creativity, design, to production and dissemination. The mastery of technology, optimization of creativity and copywriting, and execution of dissemination are indispensable.
Clear theme, pointing directly to the core content
The high-end H5 marketing must have a clear theme, which can extend and create topics. Whether it is original or material movers, they must be interesting, fun, practical, valuable, and have a strong visual experience. You should know that even the most delicious popcorn cannot calm the mood of those who watch bad movies, even if the popcorn is given away for free.
Therefore, the dissemination of alcohol brands must have creative freshness, adhere to original topics based on brand spirit, create high-quality content, create content with great sharing value, and then be shared and disseminated by WeChat influencers (personal accounts with many friends, self media accounts, or personal accounts with certain industry characteristics) to achieve marketing effects.
Li is always a wine dealer in Shenzhen. When recruiting employees, Mr. Li used H5 marketing, which not only spread the brand concept but also expanded the scope of communication, attracting many job applicants.
On the Moments page, the copy of "Let Dreams No Longer than Thoughts" unfolds on the black and white themed page - Youth is the beautiful light and shadow that passes through your fingers. You can work hard or squander it freely. Join us, you will not only receive a high salary, but also your family... Subsequently, pictures of Mr. Li's store image and tasting activities will be presented one by one, with recruitment phone numbers and contact information at the end of the page.
This innovative presentation has achieved good brand promotion results.
Exploring value points from the perspective of users
Promoting through mass posting of images and text is undoubtedly the most important way to promote H5. However, if it is only a simple and hard promotion, it is obvious that this news release style promotion will not have a good effect. For example, announcing the launch of a high-end H5 by the company today, and then asking users to click "read the original text" to read it for themselves, would appear too rigid. A good H5 must have value points that impress users, especially functional H5. Due to its certain product characteristics, its greatest value is to increase fan activity and loyalty. Therefore, functional H5 works need to be designed based on the brand's image positioning and audience characteristics. The functional characteristics of the liquor brand or liquor product should be abstracted to the level of lifestyle or spiritual pursuit.
Simply catering and pleasing consumers may not necessarily win favor. Promoting with empathy may have unexpected effects on liquor brands. When promoting A health wine brand on social media, it was initially limited to the company receiving a certain honorary title, and the dealer conference being held in a certain location. When consumers saw the title, they had no interest in clicking to watch. At the beginning of the year, A Health Wine brand collaborated with a professional online promotion company to explain their intentions and willingness to promote. After understanding the concept of A Health Wine brand, the company's planners specifically collaborated with the company's offline activities to create online synchronized videos, conveying the fashionable and cutting-edge brand image and the brand concept of health advancement to consumers through illustrated forms, in order to help consumers of different age groups understand and make purchases.
Utilizing multiple channels for promotion
At present, the commonly used H5 promotion methods are through the official account's image and text group promotion, WeChat group promotion, offline QR code promotion, KOL forwarding and submission. Taking WeChat groups as an example, in fact, each WeChat group has its own positioning - work, life, or chat. Therefore, to improve the opening rate, you can customize forwarding copy for different WeChat groups. For example, taking the trend chart of a certain liquor brand as an example, for a group that focuses on work and learning, it can be "the brand is made like this, it's quite competitive!" If it's a more lifestyle oriented group, it can be a gimmick like "the most fun application in history, it can't stop at all".
Carry out online interaction to increase user engagement
H5 often needs to use WeChat official account for promotion and marketing. Although the official account is a B2C model, the interaction mode should be innovated and increased. The account can send interesting games to users