/PRZWT/BEIJING, Jan. 8, 2025 - In today's era, digital marketing is booming, bringing a new path to the promotion of automobile brands. If brands want to stand out in the fierce market competition and reach more target audiences, they undoubtedly need to rely on a series of marketing methods. To help more car brands achieve this goal and make brand perception deeply rooted in the hearts of the people, Jinri Toutiao launched the car-specific marketing IP project "Chong Bar! Freedom on Wheels" with the hot trend of cultural tourism and the running line project, exploring a new model of car marketing.
Recently, with the help of this project, Wenjie New M7, combined with the hot spots of Harbin's ice and snow season, went north to explore the niche interesting self-driving route in Heilongjiang Province, demonstrating the intelligent driving strength of its own products. Relying on Jinri Toutiao's strong platform advantages, diverse content ecology and precise communication strategies, this marketing campaign was successfully launched.
Cross-border co-creation, popular content highlights brand strength
In this "Wenjie New M7x Jinri Toutiao" marketing cooperation, Jinri Toutiao invited tens of millions of head KOL Chu Xiaomin to join hands with fantasist japaul to create a creative documentary, driving all the way from Harbin to Qiqihar, challenging extreme environments such as snow and low temperature. This event not only broke the product display mode in traditional automobile marketing methods, but also demonstrated the superior performance of Wenjie New M7 products in an all-round way.
Relying on the hot spot of Harbin's ice and snow season, as well as the traffic heat that comes with the new M7 of the "National SUV", the documentary "We. Come to Northeast! Ask the New M7 Zhiyou Northeast" once launched, it triggered a warm response. In just 3 days, the broadcast volume has broken through 6 million and become a high-quality popular product promotion content.
Since the launch of Hongmeng Zhixing National SUV, the popularity of the new M7 has not decreased. The cumulative delivery volume in 2024 exceeded 190,000 vehicles, and it won the annual sales title of new forces in 2024. It is the "first choice for household smart SUVs". This event has made its strength the best verification, and the excellent performance is deeply rooted in the hearts of the people.
The output of creative documentaries in this event is naturally inseparable from Jinri Toutiao's accurate insight into the needs and interests of consumers on the platform. At this stage, consumers' car purchase decisions no longer rely solely on the real problem of product parameters, but more hope to recognize products with real and interesting scene-based experiences. Jinri Toutiao pays attention to this demand and perfectly combines cultural and tourism elements with self-driving travel to outline a free, comfortable and fun-to-explore travel picture for consumers, making the brand perception more plump and three-dimensional, which greatly enhances the appeal and appeal of the brand.
Join hands with Toutiao to create a new engine for automotive marketing
By accurately grasping the focus of the platform's own target audience, Jinri Toutiao can timely and accurately perceive the problems existing in the potential consumer groups in the end of the car purchase decision. Jinri Toutiao generates a large amount of high-quality content every day. In the field of automotive information, this content covers all aspects of new car release, evaluation and comparison, technical interpretation, driving experience, etc., covering the information ingestion needs of different users, not only providing a rich feast of knowledge for car enthusiasts, but also providing fertile soil for car brand marketing to build a position.
Based on in-depth analysis of these users' interests and behavioral data, Jinri Toutiao is able to accurately grasp market trends, gain insight into consumer needs in advance, and provide forward-looking marketing strategy suggestions for cooperative brands to help automotive brands seize the opportunity in the fierce market competition. In this event, Jinri Toutiao created a communication matrix by inviting KOLs and KOC experts of different fan levels to build a comprehensive and multi-level brand communication network. Information dissemination from various fields such as car trunks, technology, parent-child, Vlog, etc., and multi-level promotion of products to maximize the penetration of brand influence.
In the automotive vertical field, senior experts professionally evaluate the technical details and performance of the new M7, provide in-depth interpretation, and provide authoritative reference; in the field of science and technology, creators focus on the intelligent technology highlights of the product, showcasing its advanced autonomous driving and intelligent interconnection functions; parent-child field Bo leader/follower family perspective, sharing the comfort, safety and convenience of the new M7 in family travel, attracting the attention of family groups; daily records in the Vlog field make the image of the new M7 closer to life, showing the brand affinity.
According to the follower profile, content style and influence range of different vertical creators, Jinri Toutiao has carried out a scientific and reasonable combination to make the brand information about the new M7 more diversified and accurately reach the potential consumer groups in different fields.
Head shake linkage brings together high-quality traffic resources from dual platforms
In this event, the double-ended linkage between Jinri Toutiao and the Douyin platform, as well as the network-wide distribution strategy, also played a strong role in traffic support, achieving a wide range of communication coverage. By integrating double-ended resources, a highly influential marketing IP was created, building an efficient bridge between brands and consumers.
The head-shaking topic linkage mechanism is one of the cores of this event. Relying on the dual topics set up by the official, as well as the essay collection activities in the headline terminal, it has attracted a large number of high-quality creators, focusing on the product features, self-driving experience, cultural tourism exploration and other dimensions of the new M7. The platform content ecology is more meaningful and dynamic, and it also provides consumers with more diversified information reference, achieving the purpose of cultivating users' minds.
According to the activity data, the topic of #freedom on wheels in Jinri Toutiao has accumulated 68.695 million reading and 228,000 discussion. Users' sharing of their travel dreams, car experience, and expectations and views on the new M7 in the world have provided a useful reference for the optimization and improvement of the brand in the later stage. This has also enhanced consumers' sense of belonging and loyalty to the new M7 products and brands in the world, further consolidating the brand's position in the market.
Looking back on this cooperation, Jinri Toutiao's diverse ecological content and accurate communication methods have undoubtedly provided a very novel and effective boost for brand marketing. Looking to the future, Jinri Toutiao will continue to play its role, constantly exploring new models of automotive marketing, and by further deepening technological development, integrating creative resources, and expanding cross-border cooperation, to create more attractive brand content and build a broader marketing ecosystem. Jinri Toutiao is expected to help more automotive brands demonstrate their advantages with new marketing models, attract more consumers' attention, maximize their own value and thrive in business development.
