韩束、李子园、多邻国...品牌为何都把"搞怪"当成流量密码？

Core Insights - The article discusses the rise of abstract marketing strategies among brands, particularly in the context of engaging younger audiences through unconventional and humorous narratives [6][16][23] Group 1: Abstract Marketing Trends - Brands are increasingly adopting absurd and nonsensical styles to capture user attention, moving away from traditional marketing frameworks [2][6] - The success of abstract marketing is evident in various campaigns, such as those by beauty brand Han Shu and dairy brand Li Ziyuan, which utilize humor and pop culture references to resonate with consumers [3][4][8] Group 2: Case Studies - Han Shu's collaboration with actress Ma Sichun features a catchy slogan and absurd visuals, effectively engaging social media users [3][9] - Li Ziyuan's rap-themed marketing campaign, featuring a 60-year-old rapper, successfully targets the younger demographic by integrating popular music styles [4][8] - Duolingo employs humor and internet memes to transform the perception of language learning from boring to engaging, showcasing the effectiveness of abstract content [12][14] Group 3: Emotional Resonance and Engagement - Abstract marketing strategies aim to break conventional narratives, connect with user emotions, and lower barriers to communication [7][19] - The use of humor in marketing serves as a mechanism for emotional release, allowing brands to resonate more deeply with consumers facing societal pressures [18][23] Group 4: Cultural Context and Evolution - The rise of abstract marketing reflects broader cultural shifts, where traditional media's control has diminished, leading brands to adopt unconventional methods to stand out [16][17] - Historical parallels are drawn between contemporary abstract marketing and the emergence of pop art, both of which challenge traditional norms and appeal to a desire for authenticity [17][21] Group 5: Future Implications - The article suggests that abstract marketing is not merely a trend but a necessary evolution for brands to maintain relevance and connect with younger audiences [23][24] - Brands must balance entertainment with practicality, ensuring that abstract expressions align with their core values and meet evolving consumer needs [23][24]