In the beginning, everyone played vank bodies

"The grammatical form of poetry and the popular content are the two major fulcrums of the popularity of 'mortal objects' at the moment. Professor Liu Shilin, Deputy Dean of the School of Media and Design of SH Jiaotong University, analyzed. In his view, we are in an era of discourse carnival, all kinds of new concepts, new symbols, and new sentence patterns emerge in an endless stream, but all virtual symbol carnival will never stop at the symbol game itself, it always has to do everything possible to grasp the "objective existence", because only by attaching to the real things in the real world, the carnival can complete the "material exchange" between people and society, therefore, the seemingly beautiful "discourse game" is full of fierce competition.

"Fan Object" has carefully created a set of lifestyles, values and aesthetic tastes related to its own products, and successfully reproduced the typical spirit and mentality of ordinary young consumers, especially noteworthy of the duality of "Fan Object" in self-expression and identity, such as "love...... , do not love...... Be...... , not ......". "Don't look at the young people who use 'mortal objects' to spoof, but they reveal a kind of youthful confusion. Expressions such as 'I'm nothing special, I'm special' in the quotations of 'Vancl' are actually a true portrayal of their daily life full of contradictions and confusion. Especially in the context of urbanization, due to the rising cost of living, young people in the city are under increasing pressure, they have beautiful ideals and good educational background, but if they really want to become the master of urban society, they need to go through more arduous struggles and very tortuous searches. He pointed out that when young people are restless and restless, "all objects" happen to play the role of "comfort pacifiers".

In fact, the main reason for the success of Vancl is that more and more netizens unconsciously participate, create and disseminate, and the word "Vancl" has been readily accepted by netizens. In a seemingly meaningless national carnival, Vancl's brand promotion has also been successful.

"Flirting with Vancon" together

A sudden virus hit the headquarters of Vancl on East 3rd Ring Middle Road, CY District, BJ City.

On August 1, Yang Fang, vice president of marketing at Vancl Eslite, received the first PS picture of "Vancl" from a friend, and she was more and more shocked by the development of events in the following days.

At first, Yang Fang was a little nervous. She first contacted Qiu Xinyu, a partner of Yuanshan Advertising, the producer of this group of print ads, and after making sure that he didn't know anything about the matter, she tried to contact Zhu Yu, the author of Guo Degang's "Chicken Annoyance Washing" PS picture that was detonated and forwarded on Weibo, to tactfully test the other party's intentions.

Yu Zhu is the Chief Copywriter at SH Interactive advertising agency AKQA, and previously served as an associate creative director at Ogilvy Interactive.

On July 29, Zhu Yu, who was on sick leave at home, saw a picture of Guo Degang wearing a Givenchy shirt posted on Sina Weibo, and he had seen a PS picture imitating an Vancl Eslite advertisement spoofing Huang Xiaoming. Inspired by that picture, in just a few minutes, Zhu Yu photoshopped out the version of Guo Degang's "Chicken Annoyance Wash" and posted it on Sina Weibo. "It's just fun. Zhu Yu said. When he logged on to Weibo two hours later, the image had been retweeted more than 100 times. Zhu Yu said that he had never bought Vancl Eslite products, "If you like advertising, you don't necessarily like products." ”

Huang Xiaoming's "too much" Fan object is believed to be the earliest spoof picture on the Internet that imitates the Vancl Eslite advertisement, and Kou Shuai, a third-year student at the BJ School of Printing, is the author of this picture. Kou Shuai studied animation production, and usually loves PS pictures.

On July 26th, when Kou Shuai went to the photosynthetic bookstore to buy a book, he saw "Learn English with Obama", at that time, Huang Xiaoming's strange English accent was being ridiculed on the Internet, after Kou Shuai returned home, he immediately photoshopped a copy of "Learn English with Huang Xiaoming", on a whim, he photoshopped the famous Huang Xiaoming's "too much" mortal object, and posted it to the Douban album together, and later this picture was forwarded by netizens many times.

Zhu Yu is also a follower of Huang Xiaoming's "too much", starting from his Weibo, the incident was detonated. This playful "all objects" were widely spread on Weibo, Douban, Kaixin.com and other interactive platforms within two days.

The "virus" that can be encountered

If you treat everything as a viral marketing, a grasp of the degree of spoof will be the key to measuring success or failure. If the object develops in the direction of self-deprecation or mild banter, it is a well-benefited event for Vancl Eslite, but if it becomes more and more evil, and even causes harm to others, it will inevitably affect Vancl Eslite.

On the morning of August 2, Vancl Eslite held an internal meeting to discuss and determine that the public relations department would pay close attention to the dynamics of the incident, and at the same time guide netizens to take themselves as the object of PS, hoping that the PS trend will develop in a goodwill and positive direction. The public relations department began to check the pictures sent by netizens on interactive platforms such as Weibo and forums, and counted the content tendencies and tendencies.

After learning more about the situation, Yang Fang gradually relaxed, and statistics showed that the spontaneous entertainment PS of netizens happened to coincide with the "true self-expression" that Vancl Eslite wanted to convey.

Ke Linli, senior vice president of Vancl Eslite, who has participated in the selection of advertising agencies, is in charge of the core department of Vancl Eslite - product center. "Vancl Eslite used to directly drive sales through product advertising, and did not do brand promotion. Collinli said that the management of the Vancl Eslite brand knew about it, but it couldn't express it clearly.

Yang Fang also said that Vancl Eslite does not need to create a special image, and the company's greatest hope is to find a partner who can help them express the temperament that Vancl Eslite has formed. This product positioning, which is consistent with Vancl's own temperament and can last for a long time, has been looking for by Vancl Eslite.

Netizens help Vancl find positioning

Qiu Xinyu has 13 years of advertising experience, the first 10 years at Ogilvy Advertising, and the dynamic zone "My Territory Listens to Me" came from his creative team. When proposing, Qiu Xinyu's speech was summarized in only one sentence: I only sell four words, I am a vanclus. It is these four words that let the senior management of Vancl Eslite find a sense of identity. After communicating with Chen Nian in person, Qiu Xinyu interpreted civilian fashion as the true expression of ordinary people's attitude towards life.

In Qiu Xinyu's view, "I am Vancl" should be a real self-experience - Han Han can feel it in his racing car, Chen Nian can feel it in the growth of Vancl Eslite's turnover, and netizens who have not bought or do not buy Vancl Eslite clothes also have their own experience.

But the advertising company didn't agree with the 29 yuan written next to Han Han and 99 yuan written next to Wang Luodan in the advertisement. Their reasoning is that brands usually find spokespeople to raise prices. "It's all wrong. Later I came to the conclusion that these are all rotten of traditional brands. The so-called positioning and promotion planned in the dark room are all old dreams that try to confuse users. Only the brand identity created by the user experience is the best brand practice. Chen Nian explained in his Sina Weibo.