Selling cute pets become a new generation of "net red" winners-pet, reticulocyte, Internet marketing-IT information
One day last September, Loni Edwards and Chloe sat in a Starbucks in New York, drinking large glasses of iced tea, suddenly a woman excitedly ran to pictures with Chole. Yes, Chole is a mini France Bulldog, is a budding animal star in social networks, on Instagram has 123,000 fans. "This episode made me realize Chole is very famous. "Edwards has not previously aware of his pet has such a great reputation.
Chole is just social networks emerge in one pet star, advertising brands pursued those animals stir, want to please their endorsements or advertisements. Chole Edwards involved in commercial activities responsible for, she claimed to be agent Chole. Chole in 2.5 years ago has already started to undertake a variety of business activities, not only in the Budweiser Super Bowl promotional site with luxury hotels resorts launches Daihatsu splendor, also became a photographer′s muse. Chole has worked with brands including Vogue, Martha Stewart, Barneys, Bow & Drape and the famous PetSmart pet brands.
"People naturally think that pets represents warmth, happiness and fluffy to the touch," Edwards said, "many brands have already started using pet advocates, because they want to make people feel happy, also want their ads to be able to make the audience feel. ”
Chole′s star is not alone on the road, a handful of four-legged stars of friends, like Toast chalishiwang hounds, a cat named Nala, Loki Wolf dogs and France Bulldogs Barkley. This group of stars each time you travel with a large entourage of animals, they are restless, taken from an advertisement to go to another brand, every time the appearance fees are between $ 2000-3500.
What makes these pet star night becomes famous? Is the rise of Visual networking platform. By virtue of cute pet photos on Instagram and Facebook became popular, popularity soaring pets has become a recognized star. On Instagram is one of the five star pet cat named Nala, it has more than 1 million fans. Another pet star bad cat (Grumpy Cat) Although it does not have as many fans as Nala, but its a simple scarf can get thousands of great photos. Pet stars that popularity, naturally attracting the interest of big brands.
"Pet star marketing combines the present two trends – social and cute pet, then brand, you can form a perfect marketing mix. "Speakr Marco Hansell, founder pet star full of confidence.
"The pet stars themselves already has a large number of followers," social policy expert Jill Sherman analyzed the relationship between pet celebrity and brand, "brand and did not let them become more famous and, in turn, the stars of these pets is what gives brands more influence. Brand in social marketing faces continued pressure to discover new and interesting content, so that they will spare no effort to search for all influential things in the social network, and take advantage of it. ”
JetBlue on 5th August 2015, at New York′s Kennedy Airport Terminal built the "Wooftop" of the outdoor seating area, dedicated to travelers and their pets for outdoor leisure. JetBlue for propaganda, managed to invite to several pet stars to participate in dissemination activities, including shih tzus named Marnie (1.27 million fans).
In 2015, during the Christmas season, United States Airlines invited France Bulldogs Barkley participated in their holiday campaign. Just recently, Wolf dog Loki became Mercedes GLS SUV models to be introduced in 2017 by VR star in the film.
"We always hope to match Mercedes-Benz brand spirit working with celebrity endorser of the brand story," Mercedes-Benz United States Marketing Manager Mark Aikman explained why Loki, "Loki′s images and stories especially well in conjunction with our SUV models, based on our market research showed that a significant portion of SUV vehicle buyers have pets. ”
United States Pet Products Association estimates Americans spend on pets in 2015 spending had exceeded the $ 60 billion mark. This sounds were not unexpected, in recent years, pets have become as important as members of our family. Now pets are not only specialized SPA treatments, you can do yoga, eat organic food or even drink special beer for pets.
Pet stars′s popularity has spawned a whole industry platforms, platform tries to use pets get more business opportunities with brands, and liquidations. BlogPaws take online pet blog community, the establishment of the community is inspired by the mother for children blog provides a platform that allows the owner to his own pet blog. Pet stars Chole′s owner, Edwards has also recently set up a "cute puppy brokers," she wants to help more pets celebrity and brand matching. There is a Fur Card website reported that tracks the most popular pet star.
These platform for brands and the pet owner to build a bridge for communication and cooperation, brands with pet stars for his campaign to raise awareness and make the activity more fun. Pet stars already have a million or more fans, brands and their cooperation can easily cover a large number of people. Most pet stars are now Internet celebrity is a lot cheaper compared to the price, but as they become more popular, its value will grow further in the future they are expected to reach the traditional network red personal price, a photo made by the brand asked for tens of thousands of dollars.
"Compared with others, cooperate with the cute pets there are some security problems, if inappropriate or publicity purposes with the brand, or controversial. "The JetBlue brand with social media marketing Director Chan Tran also expressed his concern.
Although every pet star has its own personality, but as a whole, they are given publicity expectations are the same, that is the show cute with cute side. "Cute pets out of the attraction is hard to resist. ”
卖萌宠物成为新一代“网红”赢家 - 宠物,网红,互联网营销 - IT资讯
在去年9月的一天，Loni Edwards与Chloe坐在纽约的一家星巴克里畅饮超大杯冰茶，突然有一个女人兴奋地跑过来想要与Chole合影。没错，Chole是一只迷你法国斗牛犬，它是一个在社交网络上初露头角的动物明星，在Instagram上已经拥有12.3万粉丝。“这一事件让我意识到Chole真的是挺有名气的。”Edwards此前还没有意识到自家宠物具有如此大的知名度。
Chole仅仅只是社交网络中涌现出来的宠物明星其中一员，广告品牌竞相追逐这些网上动物红人，希望请到它们代言或者拍广告。Chole参与的商业活动由Edwards负责，她自称是Chole的经纪人。在两年半前Chole就已经开始承接各种商业活动，它不仅在百威啤酒超级碗促销现场与豪华酒店度假村的发布会上大发异彩，还成为了摄影师的缪斯女神。Chole合作过的品牌包括Vogue、玛莎·斯图尔特、巴尼斯百货, Bow & Drape以及著名宠物品牌PetSmart。
“人们天生就会认为宠物代表着温暖、快乐以及毛绒绒的触感，”Edwards介绍道，”已经有不少品牌开始使用宠物代言人，因为他们想要让人感受快乐，也希望自己的广告能够让观众感到愉悦。”
Chole的明星之路并不孤单，它有不少四条腿的明星朋友们，比如查理士王猎犬Toast，一只名叫Nala的猫，狼犬Loki以及法国斗牛犬Barkley。这群动物明星们每次出行都有大批随从，它们马不停蹄地从一个广告拍摄地去到另一个品牌代言现场，每一次的出场费用都在2000-3500美元之间。
是什么让这些宠物明星一夜爆红？正是可视化网络平台的兴起。凭借着萌宠照片在Facebook与Instagram上的走红，那些人气高涨的宠物们已经变成了公认的明星。Instagram上的五大宠物明星之一是名叫Nala的猫，它拥有超过100万粉丝。而另一位宠物明星不爽猫（Grumpy Cat）虽然没有拥有像Nala那么多的粉丝，但是它的一张简单的围着围巾的照片就能得到数千个赞。宠物明星这种火爆程度，理所当然地会吸引到大品牌的兴趣。
“使用宠物明星做营销结合了当下两大流行趋势——社交与萌宠，再加入品牌的因素，就可以形成一个完美的营销组合。”Speakr公司创始人Marco Hansell对于宠物明星信心满满。
“这些宠物明星自身已经拥有了大批追随者，”社交策略专家Jill Sherman分析了宠物明星与品牌的关系，”品牌代言并没有让这些宠物变得更有名，反过来，是这些宠物明星赋予了品牌更大的影响力。品牌在进行社交营销时面临着持续不断发掘新的有趣内容的压力，因此他们会不遗余力地搜寻一切在社交网络上有影响力的事物，并加以利用。”
捷蓝航空在2015年8月在纽约肯尼迪机场5号航站楼修建了一个名为”Wooftop”的户外休息区，专门提供给旅行者以及他们的宠物进行户外休闲。捷蓝航空为了宣传，设法邀请到了几个宠物明星参加发布活动，其中就包括了名叫Marnie的西施犬（拥有127万粉丝）。
而在2015年圣诞节期间，美国联合航空公司邀请了法国斗牛犬Barkley参与了他们的假日宣传活动。就在最近，狼犬Loki成为了奔驰公司即将在2017年推出的GLS SUV车型的VR宣传片中的明星。
“我们一直以来都希望与契合奔驰品牌精神与品牌故事的明星代言人合作，”奔驰美国公司市场营销经理Mark Aikman解释了为何选择Loki，”Loki的形象及其故事与我们的SUV系列车型结合得特别好，根据我们的市场研究表明，有很大一部分SUV车型的买家都养了宠物。”
美国宠物产品协会预计在2015年中美国人花在宠物身上的开支已经超过了600亿美元大关。这听上去并不意外，近年来宠物已经变得像我们家庭成员一样重要。如今的宠物不仅有专门的SPA护理，还可以做瑜伽，吃有机食品，甚至畅饮宠物专用啤酒。
宠物明星们的走红催生了一个完整的产业平台，这些平台试图通过利用宠物与品牌合作的方式获得更多商业机会，并且以此变现。就拿网上宠物博客社区BlogPaws来说，该社区的建立是受到了母亲为孩子写博客的启发，提供一个平台让主人们为自己的爱宠写博客。宠物明星Chole的主人Edwards最近也成立了”萌犬经纪公司”，她希望帮助更多的宠物红人与品牌牵线搭桥。还有一家名为Fur Card的网站专门追踪报道最受欢迎的宠物明星们。
这些平台为品牌商与宠物主人之间搭建起了沟通合作的桥梁，品牌借助宠物明星们可以为自己的宣传促销活动提高知名度，并且让活动更加有趣好玩。有不少宠物明星都已经拥有了上百万乃至更多的粉丝，品牌与它们进行合作可以很轻松地覆盖大量人群。大部分的宠物明星现在的身价相比网络红人还是便宜了不少，不过随着它们越来越受人欢迎，其身价也会水涨船高，在未来它们有望达到传统的网络红人身价水平，为品牌发一张照片就要价数万美元。
“相比与人合作，与可爱的宠物们进行合作还存在一些安全上的问题，如果方法不当，也可能与品牌的宣传目的不符，或者是引发争议。”捷蓝航空品牌与社交媒体营销总监Chan Tran也表达了自己的担忧。
虽然每一个宠物明星都有着自己的个性，但是作为一个整体，它们被给予的宣传期望是一样的，那就是展现出可爱与萌的一面。”可爱宠物散发出来的吸引力是难以抗拒的。”