"Wangnian Family Portrait" became an instant hit, but did the graphic content marketing campaign work?
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"Wangnian Family Portrait" became an instant hit, but did the graphic content marketing campaign work?

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Wang Nian’s family portrait became an instant hit, but did the image-based content marketing campaign work? - Cover image (opens in a new tab)

[About the author] Fabius Chin, known as White Bear in the world. He is currently the co-founder of the website “Content Hacker”. He has more than 20 years of experience in public relations, marketing and media practice, and is good at marketing copywriting and content marketing planning. Qin Zhenjia has worked in the media, internal corporate marketing public relations and public relations, and marketing consulting companies, and has complete experience in the demand side and supply side of content issues. Interview experience covers information technology industry, medical biotechnology industry, financial industry and government policy, etc.

During the Spring Festival of the Year of the Dog this year (2018), Teacher Vista posted a picture of New Year greetings (as shown below). White Bear, who is obese and slow to react, gave a like and responded to it as a blessing, which did not leave a deep impression.

Wang Nian’s family portrait became an instant hit, but did the image-based content marketing campaign work? - Picture 2 (opens in a new tab)

Teacher Vista wishes everyone a happy new year!

When the annual vacation was over, Teacher Vista asked White Bear if he had gone to play “Wangnian Family Portrait (opens in a new tab)”. White Bear had no idea what kind of online activity it was, and unfortunately Big V fainted on the spot. Bai Xiong frowned and realized that the matter was not simple. He quickly asked God Googou to search for the keyword “Wang Nian Family Portrait” and found that this image content marketing actually claimed to have created over 100 million clicks, and there were many reports in Taiwan. For a moment, he was really dumbfounded in front of the computer and couldn’t turn around.

After Bai Xiong went to play for himself, from the perspective of content marketing, he found some situations:

  • Brand exposure is not obvious: I think most people have not noticed which company designed this graphic campaign? After the New Year greeting picture was produced, I saw the company logo in the lower right corner of the picture (please see the first picture of this article). But as long as users take screenshots by themselves, they usually only capture the New Year greeting picture above, which is a pity for the original company Pupupula (opens in a new tab). The popular travel frog was specially added to the components of the New Year greeting picture, but this element is not directly related to Pupupula, and it is difficult to associate it with the corporate brand. Unless Pupupula plans to sign the right to use Travelfrog’s image on its products, it will only be able to grab eyeballs and traffic, but not customers.

Wang Nian’s family portrait became an instant hit, but did the image-based content marketing campaign work? - Picture 3 (opens in a new tab)

  • Not fully integrated into product features: Compared with the Pocky avatar picture campaign that just ended in November 2017, Pupupula’s products did not appear clearly (the children’s hand washing stickers they launched were not found hidden in that graphic project). I just heard that they have included the products to be launched next, but it is still unclear. Pocky does not put the company logo, but each avatar is holding a Pocky chocolate bar, coupled with the cute self-portrait, leaving a deep impression on people (Note: The website for the Pocky avatar picture online event has expired, so it is no longer available). Although the company’s logo is embedded in other graphic decorative accessories (such as vases), it is still difficult to make a deep impression on Pupupula.

Wang Nian’s family portrait became an instant hit, but did the image-based content marketing campaign work? - Picture 4 (opens in a new tab)

Image source: Pocky

*CTA (Call to Action) lacks thrust: There is a QR code in the lower left corner of the New Year picture. It was originally supposed to be linked to the Pupupula sales page, but it ended up being linked back to the home page of the New Year picture event, once again missing an opportunity to connect the product with the target audience.

Wang Nian’s family portrait became an instant hit, but did the image-based content marketing campaign work? - Picture 5 (opens in a new tab)

  • Enhanced sharing instructions: After making the images, most friends who have fun just post the captured New Year pictures (only the pictures without the QR code below) directly on Facebook or LINE. There is no mechanism to actively share the website where the New Year pictures were made to encourage more people to play and share. This part of the suggestion can be tied to the New Year greeting picture production mechanism, that is, users should not cut off the QR code and share it directly. At the same time, a clear and direct explanation should be added next to the QR code, such as a CTA (call to action) such as “Quickly scan the QR code, and you can immediately make a personal warm greeting card for the Year of the Dog.” Instead of having an unclear semantic meaning of “Get your 2018 family portrait,” let everyone know that this QR code is for participating in the event.

On the other hand, judging from Google Trends (opens in a new tab) (see the picture below), there is a big difference in the search levels of “Wang Nian Family Portrait” and “Travel Frog” in Taiwan. Also from the other side of the Taiwan Strait, Traveling Frog has aroused Taiwanese people’s interest in the special attractions that Traveling Frog has visited in Japan. But I wonder if Pupupula has increased the sales of children’s handwashing stickers?

Wang Nian’s family portrait became an instant hit, but did the image-based content marketing campaign work? - Picture 6 (opens in a new tab) At present, it seems that it is not possible to see the company’s layout strategy and main activities in detail. Of course, from the perspective of content marketing, it is great that the event becomes an instant hit, but it is not enough to attract everyone’s attention. You still need to achieve a “conversion” effect (such as purchasing products, becoming brand fans, etc.)!

★Related reports on Wang Nian’s family portrait:

★ Content Hacking Lecture Series (CHL5): How to run corporate official websites, blogs and publications [Registration now] (opens in a new tab)

★ Content Hacking Lecture Series (CHL6): How to use presentations for content marketing [Registration now] (opens in a new tab)

★ To improve your content power, please don’t miss the online course “Content Power: The Super Power of Building Brands (opens in a new tab)”

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