In 2017 Tencent Video launched two TVC videos presenting the brand’s story from two different perspectives, male and female.
What is the content of the two TVC stories?
These two brand stories illustrate two different perspectives of men and women using Tencent Video in their daily lives. From the women’s perspective, the lovers separated at the airport, the war between concubines in traditional Chinese series and the young trainee who failed in shows are all clips that usually resonate with women’s emotions. For men, the pieces of emotional resonance are hero, games, sporting events, saving teammates and so on.
Why they are impressive for the users?
These two stories describe the tiny little things in our daily life, and it shows what we want to do when we are watching videos. There is a strong emotional link between the stories and us. In the brand story, Tencent Video chooses the audiences as the leading characters, and they become the companion and shows us its indispensability. It indicates that their role is to be part of our memory and give us a period to relax and enjoy the virtual life we want. He is like a haven through which we can relax when we are tired and on the other hand, it is like a camera that records every small moment of our lives that is worth recording.
The fact that we are the main characters in these two videos brings the user closer to the brand and makes people feel more valued, which in turn increases user loyalty to a certain extent. This is a great model for content marketing. Many brands are now trying to create their own brand stories, and it is the user-focused stories that reflect the core value of the brand and differentiate it from other brands.
____________ Jingfang LIU
Word count: 301