Lun, Lixin (1155081992)
According to search engine presentation, there is few information about StundentUniverse on the national Internet but just few key words in several articles about studying abroad. It is obvious that it is necessary to raise consumers’ awareness as its social marketing goal. How could it win more than 7 million views of its video《Jet lag relationship》and hot discussion in Wechat and Weibo during Valentine’s Day? There are several inspiring tactics for us to think about from this campaign.
Precision marketing on abroad students
Different from general traveling service websites which have diverse users to satisfy, StundentUniverse puts its focus on students, especially abroad students who spend a great deal on plane tickets. Most of the students are 80s or 90s, with enough living expense and abundant emotions, have much leisure time to enjoy campus life. As a result, StundentUniverse targets couples who have long-distance relationship in different countries since it is one of the key problems generated from studying abroad that has been discussed continuously. The topic is not novel or creative, but general and widely known. Sometimes many social media campaigns just put their focus on unique and new ideas but overlook consumers' needs and wants which results in low effect with huge expense. However, StundentUniverse successfully understands its consumers needs, has empathy towards its consumers and chooses the key concern to that helps it to have the right first step of its campaign.
Positive value drives active participation
Referring to long-distance love, everyone may think about sad endings or difficulties in maintaining relationship. On the contrary, StundentUniverse advocates positive attitude towards long-distance love and encourages couples to insist their love by accompanying each other. Moreover, it creates a hot topic “I hates long-distance love, but I love you.” which enables netizens to have a platform to share their own stories and feelings towards long-distance love. As we all know, UGC is the strongest autonomous marketing force in social marketing as well as the optimal action that maximizes the effect of campaign. With those discussion, target consumers would deeply involved in the campaign, have a positive impression of StundentUniverse and forward the video to their friends proactively that expands marketing influence.
Sincerity, the key of emotional marketing
As far as I am concerned, almost all social media marketing campaigns could be classified into 2 main styles, one is “novel or playful”, another one is “warm and moving”. Both of them could lead consumers to participate in campaigns. However, regardless of the style, the quality of campaign is mostly decided by the attitude of brand. Whether the videos or pictures could bring emotional resonance, whether the quality of videos and pictures are good enough, whether the communication between brand and consumers is approachable and co-equal, would decide consumers’ feeling towards brand. Not only the video provides daily scenarios but also the topic is designed from consumer aspect rather than self-praise about the advantage of StundentUniverse. Without huge spending in production, this campaign still could not be overlooked in this Valentine’s Day.
Overall, this campaign is a traditional social media marketing campaign with short video and topic hyping. However, it presents a truth of social media marketing that more and more brand are paying more attention to encourage consumers to talk about their own experience in relative domain in order to create emotional connection with consumers.
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