In the second quarter of the "New China Sound Generation", "Where is Daddy", "Mad McGraw," how can the program effect and brand communication win-win?

In the past, companies that put their children’s media on the market focused on the children’s products industry, but the programs of Golden Eagle’s “New Generation of China”, “Mad McGee” and “Where is Daddy?” made advertisers see the family market. Returning and parent-child viewing bring great marketing potential, and more and more brand marketing is applied to children's television media.

In the "New Voice Generation of China" program broadcast on Golden Eagle Cartoon TV, children's clothing such as 361° children's clothes, yak music, and lots more, Ding Guier's umbilical paste and other children's media put regular customers, and they also saw Volvo cars and children's safety seats and modern cars. Times, TCL TV and other new faces. In the past, these brands have rarely appeared in the children's media. This time the “New Generation of China” was implanted, which is not only a new breakthrough in the means of marketing communications, but also provides a relevant marketing paradigm for related industries.

Why brand marketing will focus on children's media?

With the rapid development of the times, the pace of work and life is accelerating, and people spend less and less time with their families. At the same time, busyness makes people more cherish the temporary gathering time, and also hopes to compensate family members through other means. The parent-child platform has become the first choice for family leisure education and entertainment.

According to the survey, parents spend 38.1% of their viewing time with their children watching television, and parent-child sharing is a very important and important step that cannot be ignored. Ninety-one percent of mothers watched television with their children. They watched the content of the program and acted as “readers for viewership” and “questions for answers”, which led to a high degree of involvement of mothers in television programs.

Family behavior habits and viewing characteristics of parent-child platforms provide ample soil for companies to conduct family marketing. At present, family marketing has penetrated into many areas such as real estate, automobiles, and home appliances. In addition to brands such as Volvo Cars, Lulu Children's Safety Seat, and TCL Color TV, the “New Generation of China” is implanted. The center of the lake is implanted.

Children's media with premium content is more popular among advertisers

Whether the content is of high quality or whether the platform is powerful is often the main content of the media before the advertisers launch. In recent years, sub-categories of medicines - children's pharmaceutical products have become the new growth point for drug and television delivery. From the March 9 pediatric cold medicine title "Where is Daddy?" to Ding Guier's umbilical paste, "New Generation of China" has been implanted. More and more children's medicines appear on parent-child programs and children's media.

Relying on the high-quality, high-rated, and high-impact programs such as "New China Voice" and "Crazy McGraw", advertisers saw the strength of the Golden Eagle cartoon TV platform and increased their efforts. Yabao Pharmaceuticals, Good dolls, Wuhan Jianmin, Shenwei Pharmaceutical and other pharmaceutical companies have all placed advertisements in Golden Eagle cartoons and achieved good results.

Taking Yabao Pharmaceuticals' implantation of the 2014 New Generation of Chinese Voices as an example, Golden Eagle cartoon tailored the innovative brand communication method for Ding Guier's umbilical paste and placed the implantation schedule before the most tense score was announced – Ding Guier Announce the moment. The soft brand resources along with program broadcasts firmly locked the eyes of the audience. At the same time, with the hardware and software resources to fully introduce product features, and ultimately in the hearts of children and parents to form a brand imprint. With the high quality content and great influence of the “New Generation of China” program, the brand is presented to the target audience in a more accurate and effective way.

In the first quarter of 2013 when the “New Generation of China” was broadcast, Yabao Pharmaceutical became a partner of “New Generation of China”. Through the broadcast of programs, brand awareness has increased dramatically in a short period of time, and product sales have surged by 100%. The record-breaking amount of online video hits the brand with unimaginable secondary transmission.

Golden Eagle Cartoon and Hunan Satellite TV Dual-platform Broadcasting, Maximizing Communication Effect

It is true that “Where is Daddy?” is a phenomenon-level parent-child section, which brings great branding and sales promotion to advertisers. However, not all advertisers can afford such hard-hitting titles as hard and wide.

How does a brand increase brand concentration at a lower cost, directly affecting the core consumer group?

Golden Eagle Cartoon TV's “New Generation of China” and “Mad McLaren” programs can be said to have created a precedent for children's media production. The wonderful performances of the instructor's Xing Xingguang and small players have made the program ratings leap to the top of all TV channels. More importantly, the Golden Eagle Cartoon TV and the Hunan Satellite TV have been broadcasted on a dual platform, which has become a major added value for the brand to implant these programs. Through the powerful integrated content marketing of the two platforms, and the accurate and in-depth communication, the brand can quickly come from the industry. Stand out from the crowd and get a good return on investment.

As the second Star TV of Hunan Radio and Television, Golden Eagle has a great influence on family and family. On the other hand, it is much lower than the investment in the provincial-level TV advertising price, so that Golden Eagle Cartoon TV's advantages in investment and cost-effective.

Golden Eagle Cartoon "New Generation of China": Synergy of Program Effects and Business Benefits

1. High visibility guarantees brand communication

According to the ratings data of the first three periods of the “New Generation of China”, the ratings of the first program was 0.45%, the market share was 1.79%, and the provincial TV ranked second. The ratings of the second-stage program was 0.57%, and the market share was 2.25%. At the same time, the segment ranked eighth in all channels, which was one place higher than the first stage and second place in the provincial-level satellite. The third national network has a rating of 0.47% and a market share of 1.99%. At the same time, all channels are ranked seventh. The "New China Voice" program has stable ratings, while the ratings at the same time rank in the forefront of provincial-level TV, which lays the foundation for the efficient dissemination of the brand.

Relying on the ratings detonation power of "New Generation of China", the huge commercial value of Golden Eagle's cartoon television platform is further highlighted. The family is the center of influence of the residents' consumption, and the children are the core of each family. The sense of duty and responsibility towards the family makes them use the family's benefits as an important basis for purchasing decisions. Under the situation that the brand sales channels are sinking, many advertisers use the high quality content of the “New Generation of China” to promote family quality and enhance the children’s growth environment. This will enable almost all traditional Chinese families to have “ Resonance."

2. Implantation allows the brand to spread

From the perspective of marketing trends, non-hard and wide-format advertising has clearly become a sub-optimal choice for advertisers. Take 2012 as an example, advertisers have a non-hard marketing budget, compared with 2011, 41% increase for embedded advertising, 35% increase in column titles, 37% increase in banner advertisements, 25% increase in spot advertisements, and special advertisements Increased by 27%.

Compared with traditional hard and broad titles, the advantages of embedded advertising are obvious. For example, Volvo Hunan South China Automobile teamed up with the second season of the “New Generation of China” to serve as an official designated car to guard the children’s dreams, highlighting the brand’s sense of social responsibility and the significance of a happy family. Volvo's brand soul and personality are incorporated into the program, so that the audience tends to recognize and accept the brand in the subconscious.

As long as more ingenious implantation methods are adopted, the harmonious coexistence of multiple brands in a program is also possible. In addition to the 361° children's wear, there are many brands such as Yakult, Sure, Volvo, and Miyadeng Times. These brands also exist in different forms in the program, and utilize the natural level of program flow. Separated by the division of various brands, it ensures the harmonious coexistence of multiple brands in the program. Under the premise that the brand exposure time is quantified, the quality of the branded advertising is also guaranteed.

3. Synergy between program effectiveness and business benefits

The Golden Eagle cartoon “New Generation of China” cooperated with the implantation of many brands to achieve a win-win situation in which the brand’s commercial interests were enhanced while ensuring the content of the program and improving its own ratings.

This year's "New Voices of China" is more flexible in its overall program model. The brand's embedding mode in programming is even more in-depth, and even in the early stages of the program, it can cooperate with it, thereby substituting the brand into the entire program. For example, the overall program flow has multiple links compared to previous sessions, including outside the mentor to meet small players, and the lottery in the program decided to separate classes, etc., all of which can be seen as brands such as Volvo, Suzuki, and Yakult. And in the program as a means of transport tools, scene conversion and plot promotion. The implanted advertisements in the “New Generation of China” program also ensured the fluency of the programs and also deepened the impression of the brand in the audience.

In the first quarter of 2013 when the "New Generation of China" was broadcast, it became a refueling partner of the show. Summer is the off-season of candy sales. Most of the candy brands have significantly reduced their expenses at this time. Sure enough, they were only put in a media outlet of Golden Eagle Cartoon TV. However, it is because of this, it has increased sales by 50%. It can be seen that the placement of television programs, content marketing, and brand marketing have brought immediate results.

Conclusion: In addition to bringing popularity, the brand's popular programs for children's media can also promote corporate philosophy and cultural connotation, enhance brand image and enhance the effectiveness of value-added products. In the era of rampant marketing, more and more brands are aware of the "mass energy" generated by "family emotions" and actively participate in them. Children's media represented by Golden Eagle cartoon is gradually becoming a platform for "family emotions" communication and communication.