Recently have fans give me a message, said he and some friends opened a studio, specializes in original copy of the original articles, and his own studio operation for six years, written text, there are many and do your own is a small story, is very interesting, also welcome special reader dubbing, please write an illustrator, I now want to see the blind box market to do a wave of original IP.
Then the question comes, how should the development of original IP copywriting find the right way out? What are your strengths? How can you use your strengths?
As we all know, some original IP has always been publicized and realized through we-media, or put their original copywriting into audio and video on major audio and video platforms through packaging, but the effect is sometimes unsatisfactory and always not ideal.
At this time, we should consider changing a way of thinking and operating in other ways. Are there any success stories? How do other people do it?
In the current era of traffic is king, traffic determines everything, in addition to the traditional gameplay, THERE are two ideas I personally think it is ok: one is short video, the other is blind box gameplay.
The popularity of short video needless to say we all know, so how to make short video? In fact, there are a lot of original IP in short videos, such as Yichan Little Monk, numb fish, Bobby rabbit, budding bear, laughing bug and a series of original IP, which have gained a lot of fans and attention on the short video platform. Take this opportunity to talk about a few outstanding IP images.
A Zen little Monk is the IP image of Hangzhou Dayu Network company operation, since 2006 animation online, through the cartoon animation short video several joint, warm adorable cure of a Zen little monk image deeply rooted in the hearts of the people. A Zen little monk this image IP, uphold the idea of enhancing everyone’s happiness, very personification color, output content is mainly emotional empathy, with the help of the virtual scene, the little monk asked practical emotional problems, content and short video audience psychological fit. In order to meet the needs of current users, the animation video of Yichan Little Monk appears in the form of the day watch, and also produces corresponding wallpaper, expression packs, books, movies and comics to meet the needs of young users. According to the data, the number of fans of Yichan has reached nearly 45 million, and the number of likes has reached 240 million. In the past 30 days, the number of fans has reached 1,507,000, surpassing other categories of head KOL and becoming the second place in the Cass data ranking.
In 2016, Germinbear became popular on the Internet with its cute and healing emojis. In 2017, on the short video platform in the bonus period, the 3D animation short video created by Germinbear captured tens of millions of fans and became the IP of Douyin Boom. To create an original IP image, positioning is a key step to create IP. IP bud to image bears, for example, in the beginning of this IP, it will be aimed aimed at the young women and two parts of lohas population parent-child family, based on the species group, decided to launch the budding bear conforms to the image characteristics of audiences, set – warm of lovely image, given image cure the warm heart of the story, accurate positioning, after a series of business planning will also be associated with it. The overall image of Budding bear is soft, cute and lovely, and it is a kind of fleshly image that is willing to pay. The cute and pollution-free image of budding bear is popular among people, which is closer to the healing psychology of women. According to his user portrait, female fans account for 70.55%, while male fans account for only 29.45%. At present, Germinxiong has accumulated 12.5 million fans on Douyin platform, and the number of fans has reached 350,000 in the past 30 days, with an average daily increase of more than 10,000 fans.
Some IP images are also achieved from 0 to 100 through the multi-party linkage of cartoons, animations and short videos, which can be said to be more promising in streaming quantization.
Today, I will mainly talk about the combination form and ideas of original IP and blind box. We all know that the popularity of blind box is made by Bubbomart with several IP images, so what advantages do we have compared with it?
Compared with the IP image of the blind box in the market, the story of the original IP is richer, and the feelings of the characters are more real. What it brings to us is not only the gameplay of the blind box and the value of collecting the whole set, but also a small story. These stories may be long or short, and the feelings of the characters in them are more real. It is valuable both as casual reading and as a parenting story. In my opinion, although these things are not as famous as the Twelve Zodiac signs and zodiac signs, they are more attractive because they have story clues after they are made.
Just like league of Legends, the characters in League of Legends have their own story background. Each hero fights for his own side. They have different personalities and characteristics, and the background story is also rich and colorful.
If league of Legends is combined with blind box, I think a lot of people will buy it, and the market will be very good.
This is a fan base, the early stage of the pure original IP may be because there is no fan of so a lot of time and effort is needed to do a short video to operate, and blind box is different, as long as the combination of this play, will help you to promote user groups, they can play in blind box on the basis of constantly know your story, know your IP.
To sum up, I think original IP copywriting is ok, combined with blind box play, it is definitely feasible in the blind box market.