从低清 Dissy的窜红来看背后的市场营销

在2018年12月投放第一支YouTube video,截止2020年2月5日,已有28万点阅率,25万订阅者。短短不到两年内,低清是怎么样用117支影片,就达到这样的成就呢?从低清的爆红来看看企业可以效仿的市场营销吧!

◎ 6SENSE / 黄静仪 Wong Cheng Yee

Published their first video in December 2018, they have around 28K views and 25K subscribers within 2 years. How they reached the achievement in such a short time? Nevertheless, what marketing concepts can we learn from Dissy’s success?

说到低清dissy,熟悉他们或者看过他们影片的人脑中都会响起:“玩玩啊!你以为?”还有“steady bom 哔哔”这些朗朗上口的punch line。这些punch line被广为流传,在Facebook,YouTube,也在口耳相传。在这些使用punch line的人里面,有很大的一部分并不是直接从低清的影片中,而是从第三方得知的。而这些punch line也成为了宣传低清的一个管道。

You might hear about Dissy’s punch line: “Play play ah, you think?” and “Steady Bom bi bi”. Where you hear the punch line from? From Facebook? YouTube? Or from your friends, family? Dissy significant punch line becomes one of the methods to promote its YouTube channel.

 

“玩玩啊!你以为? = 低清“这个公式带来的曝光度和推广是不容置疑的,那么企业要如何借鉴呢?在企业方面,slogan就是企业的punch line。低清有那么多经典又广为人知的台词,其中有几个原因:

 

  1. 朗朗上口,令人印象深刻 Catchy & Memorable punch line

一个slogan最重要的就是让人朗朗上口,让人印象深刻的同时也能在日常生活中运用。简单来说,就是够“洗脑”,既能“洗脑”观众,还能让观众“洗脑”他们身边的人,也就是潜在观众。同理,一个企业的slogan也需要合理、顺口、能广泛运用在日常生活中。

 

The traits of Dissy’s punch line is memorable, catchy and also can be used for daily life. The same goes for a company, a slogan is working just like a punch line. Your slogan must be designed as reasonable, catchy and memorable for your customer to recall.

 

  1. 与影片形象相辅相成 Match with product’s characteristic

低清的影片偏向于无厘头和搞笑,而他们的punch line和片的特性相辅相成。同理,企业的slogan必须和品牌的文化和特性相连,如同Pre-Tea Q艳芋茶社,一间以芋头为主打的台湾奶茶店,雇主想要让台湾的古早味与知音相遇,于是有了slogan:芋见最美好的邂逅。即把主打的产品带入slogan,也将Pre Tea Q的理念带了出来。

 

Dissy’s comedy is classified as dank memes, which the comedy is excessively overdone and nonsensical, to the point of being comically ironic. The punch lines above represent the trait of their videos. Another example will be Gazoline as the first Esport theme restaurant in Malaysia. Their slogan: “Food life, Online, Gazoline” brings the elements of their business through the slogan, show their image clearly to the customer who unfamiliar with them.

 

  1. 符合目标受众的生活与语言习惯 Match with behavior and language used of the target customer

“Steady啦Bro!”这句话时常能在马来西亚的人口中听到。显然,“Steady Bom哔哔”这句punch line正是从大马人的口头禅衍生出来的。同时,这些台词都很适合在日常生活中使用。“Steady bom哔哔”和“玩玩啊!你以为”瞬间成为了马来西亚人,甚至拥有差不多语言习惯的台湾人的口头禅。成为了其中一个punch line成功的重要因素。

 

“Steady lah, bro!” is one of the verbal quirks of Malaysian. Obviously, the phrase “Steady bom bibi” is designed based on verbal quirk. Like we mentioned earlier, the punch lines are easily used in the daily life of Malaysian and also for Taiwanese who have similar language behavior with Malaysians.

 

 

  1. 重复在影片中提及 Repeatedly

Punch line在低清这个品牌里,不只是一段台词,不只是短短的一句话,它们被反复地、在合适的时机被提起。企业市场最容易犯的一个错误就是设计、决定了slogan之后就将它搁置一旁或者只是作为文案中的一部分,没有让slogan与品牌再有连接。顾客对slogan的认知就到此为止,没有再进一步的机会。

The punch line in Dissy is not only a short sentence or a line. They are used repeatedly in different videos in good timing. Some of the businesses left their slogan aside after it had decided. Those businesses lost their chance to inspire their customer through a slogan.

所以,在做出企业上的决策时,应把它们都建立在slogan的基础上。比如在设计menu的时候,推出促销活动的时候,甚至在设计公司未来策划的时候,都必须带入slogan,让顾客觉得slogan和品牌是相连接的。Pre Tea Q紧跟潮流,紧跟节日的脚步推出不同的menu和活动,在“芋见最美好的邂逅”的基础山玩出新花样。比如“我的少女时代”爆红时使用的“芋你相遇好幸运”或者是有号召力的“芋你有约”都是很好的例子。

Businesses should consider the slogan as a foundation while making decisions. For example, menu design, promotion events, and also for the company further plan to make it memorable, relatable and inspirable.

 

 

除了punch line以外,低清Dissy窜红的其中一个原因就是贴近时事。包括了早期介绍[马来西亚独有点餐方式]、讽刺现实的[Kopi钱]、针对YouTube现状的[Malaysian YouTuber收入有多少]都是用了夸张手法来反映时事。贴近马来西亚人生活的台词与内容再加上有意想不到的转折,与punch line相结合,掀起热潮。

 

Other than punch line, Dissy’s videos are made based on current events, especially for Malaysians. They’re using Hyperbole to bring the current events out to viewers.

 

Leave a Reply

Your email address will not be published. Required fields are marked *