EC

The story is an important function on which human evolution depends. "Telling stories, listening to stories, and believing stories" has become part of human genes. As one of the earliest communication methods for human beings, stories have the four basic functions of refining information, gaining attention, gaining trust, and arousing emotions-and this is precisely the complete effect pursued by brand marketing communications. Humans can learn life experiences from stories and use them in real life, so people instinctively like stories, and stories can be used as an entry point and become an effective brand marketing tool. There is a brand that impresses me in China, which is a cocktail called Rio. This brand joins hands with domestic stars to launch the latest TVC. The five small theaters in the advertisement correspond to five different moods when you secretly fall in love with a person, and finally settle in RIO's five different tastes. At the end of the story, no definite ending was given, leaving consumers more room for imagination and the "slightly drunken" state that the brand wanted to convey. In addition to creating a story atmosphere on the conventional dual-micro platform, RIO has repeatedly invited Internet celebrity KOLs to post five different tastes of product experience and evaluation on Xiaohongshu, attracting a large number of consumers in vertical fields. However, with the development of the Internet and the continuous innovation of marketing models, RIO has also changed from a marketing model based on hard marketing to story marketing. "What to drink when alone" is the core demand of RIO users. The brand uses real and sensible life stories to guide consumers to express their emotions and states. In addition to publishing TVC led by the brand, RIO also launched a Weibo topic, allowing consumers to spontaneously share stories and perceptions of living alone in an island-like city. The stories told by consumers under the topic are perfectly integrated with the concept of this brand communication, vividly portraying the emotional state of young consumers in the current city, making RIO's micro-drinking "little wine for one person" positioning gradually gaining popularity.