Three months ago, I asked a client a question: "What do you think of your

Perfect Diary, Mixed Half, HFP, Adopt a Cow, Lechun, Bubble Mask, Instant Noodles Small canteen, answer tea, Zhong Xuegao, Huaxizi... They are all called "Internet celebrity brands" by the media, but their ways to become Internet celebrities are very different. This "difference" is an important factor in our misunderstanding of Internet celebrity brands. For example, some of the internet celebrity brands have become internet celebrities by "spreading like wildfire", while others have become internet celebrities with "considerations". "Spread like wildfire" type: Master Bao, Aoxue Double Egg Yolk, Northeast Big Board, etc. These brands did not intend to Bulk SMS Service become Internet celebrities, but were inadvertently recommended in a society with developed social media, thus forming an online word-of-mouth effect. Like Master Bao, Aoxue and Northeast Daban, these three companies are all established companies for more than 10 years, and their popularity cannot be achieved by hiring people to line up. If they are "cold", the reason is that the company has not made full use of this opportunity to become popular. "Deliberately" type: bubble mask, instant noodle canteen, steak brisket, Zhong Xue Gao. These brands have been designed with internet celebrity genes from before they were born. The more typical is the bubble mask. The gimmick of "the dirtier the face, the more bubbles" naturally does not stand up to the argument. In fact, it is determined by the surfactant and the foaming ingredients. For details, you can see Dad's evaluation of this mask. The link to the article is how about the magic bubble mask that has been sold out of stock all over the Internet? From the point of view of the way to build an online celebrity brand, it is different: Brands that use Internet celebrities as channels, and are then popularized by Internet celebrities; The products have Internet celebrity genes and are brands that are amplified by the Internet. 1. Use internet celebrities as channels For example, perfect diary, HFP, adopting a cow, etc. The characteristic of this kind of brand is that there is no obvious gap between the product itself and the traditional brand. Their popularity is that KOL is used as a media channel, and they are carefully placed, thus accumulating brand potential energy and producing a strong grass-growing effect. The more representative ones are the Xiaohongshu note delivery of Perfect Diary and the WeChat KOL delivery of HFP. 2. The product has Internet celebrity genes and is a brand amplified by the Internet For example: bubble mask, half and half, instant noodle cafeteria, answer tea. These brands naturally have