news

한어Русский языкEnglishFrançaisIndonesianSanskrit日本語DeutschPortuguêsΕλληνικάespañolItalianoSuomalainenLatina

the arrival of the new energy vehicle era has triggered an unprecedented new transformation in the automotive industry.

as the public's acceptance of new energy vehicles increases, market demand is growing rapidly, and major auto brands have entered the market and actively developed new models to meet market challenges. in this highly competitive environment, how to stand out among many brands and models has become a major problem facing automakers.

nowadays, it is difficult to meet all the needs of the automotive market with technical strength alone. automakers must adopt innovative marketing methods to make their models stand out from many brands and gain popularity in order to effectively attract consumers. to this end, toutiao launched the integrated marketing ip "no. 1 new car", which provides strong publicity support for auto brands through the wide exposure and highly interactive content of the toutiao platform. this move not only enhances the brand's market awareness, but also helps automakers better connect with consumers and stimulate their purchasing interest through precise content promotion.

ace projects help build brands and create blockbuster effects

as toutiao's flagship project in the automotive field, the "no. 1 new car" topic has accumulated more than 270,000 readings and 106,000+ discussions. it has established a deep authoritative image among automotive users on platforms such as toutiao and douyin, and has a broad and professional marketing foundation.

at the same time, the "no. 1 new car" project integrates the promotional forces of four levels: platform, brand, influencer and user. it reveals the selling points of new cars on the market through different identities and perspectives, jointly promotes the launch and operation of toutiao's automotive ecosystem, and at the same time greatly improves the credibility of relevant information in the minds of users.

with the help of toutiao's huge user base, the automotive field can generate about one million pieces of relevant content every day, and the information supply is extremely abundant, including new car information, vehicle evaluation and car buying guides, etc., which have attracted great attention from users. "no. 1 new car" uses its scientific hot spot insight ability to guide traffic to spread publicity according to the consumption trends of the platform and users, and help promote new models. at the same time, the huge volume of the ace project provides high heat for the promotion of new models of car companies, and also realizes the full adaptation of the brand's new car launch, car facelift and renewal, and the breakthrough of the model circle.

the "no. 1 new car" project once again achieved a new breakthrough in 2024. on the one hand, its official operation provides marketing guidance through scientific detonation methodology, and cooperates with automobile brands, toutiao platform, and bytedance to integrate the "global exposure traffic field" and realize full-scene marketing on the toutiao platform; on the other hand, the "no. 1 new car" project also focuses on the linkage between toutiao and douyin, adopting the dual-end promotion mode of "toutiao topic + douyin topic", and using the huge user traffic of the douyin platform to achieve a strong combination and detonate the c-end reputation of the new car. in addition to increasing the popularity of the car model and the breadth of brand communication, this new strategy also helps car companies stand out in the fierce market competition through data-driven precision marketing, significantly expanding the market voice and user recognition of brand products.

so, under this marketing strategy, what actions did the "no. 1 new car" project take to help car brands achieve the transformation from "new products" to "explosive products"?

multi-terminal linkage helps marketing exposure and triggers a new car craze

the "no. 1 new car" project has achieved simultaneous promotion of multiple resources by integrating the "global exposure traffic field", which includes not only the platform's official account, event topic page, etc., but also fully utilized the strong exposure innovation product combination within toutiao, realizing full-scene marketing for target users from opening toutiao to using toutiao, achieving "seamless exposure" and allowing users to learn about new car information at all times.

during the explosive period of brand new car launches, the "no. 1 new car" project can bring together two types of heavyweight a1 exposure resources, "homepage two-piece set" and "brand customized channel", to customize exclusive publicity effects for the brand, using homepage doodles, homepage pop-ups, brand customized channels, etc. as the partner brand of this no. 1 new car, leapmotor cooperated for the first time to upgrade the "dynamic pop-up window" to immersively display the brand models. the entire set of product resources maximizes the user interaction experience without affecting user operations. users can receive promotional information by entering the toutiao client, enabling brand new product exposure and strongly igniting the popularity of new cars.

at the same time, the "no. 1 new car" project has expanded the publicity resources for the brand's new cars through cross-platform collaboration with dongchedi, douyin and other platforms. through the dual-end cooperation of "toutiao topics + douyin topics", as well as the creation of exclusive topic pages and a variety of graphic, text and video content, the brand's new cars have gained more exposure opportunities and wider user market attention. this strategy has effectively increased the popularity outside the toutiao end.

massive essay solicitation combined with content push, the brand is deeply rooted in people's hearts

on the basis of platform promotion, the "no. 1 new car" project also launched an activity in the form of a prize-winning essay contest, encouraging toutiao users to post articles to share their car usage stories and car selection experiences. through the main essay contest and customized essay contest, and using rich promotion resources, the activity collected a large amount of high-quality ugc content. these articles not only showcased the brand models from the user's perspective, increasing the popularity of the activity, but also left a deeper and more credible impression of the new car on the target users.

in addition, toutiao also provided strong support in the event. high-quality submissions will be recommended first, and brand-related information will be displayed on the event topic page, such as elements of the brand's models, to ensure that these contents occupy a prominent position on the event page, so that the brand's new cars can be fully exposed on the "no. 1 new car" event page. in terms of promotional resources, the "no. 1 new car" project utilized toutiao's innovative resources, such as "must be shown if you have browsed" and "search middle page banner", covering the user's browsing path in all directions, allowing interested users to easily obtain information about the brand's new cars and leave a deep impression on the brand's new cars.

pyramid content is linked from multiple angles to establish brand image

in addition to encouraging users to participate in the brand content writing campaign, the "no. 1 new car" project also integrates authoritative ogc content and pgc content from top automotive experts, using a pyramid-style content linkage model to meet users' multi-level needs.

during the event, the "top new car" project worked with professionals in the automotive field to conduct in-depth evaluations of new car performance and produced a large amount of high-quality content. this not only helps to expand the dissemination of new car information and enhance user memory, but also allows the public to more clearly understand the advantages of the product and enhance the brand's reputation.

taking the cooperation between the "no. 1 new car" project and the "zero run c16" model as an example, the event specially invited chen zhen, a top expert in the automotive field of toutiao, to deeply experience the zero run c16 and share the advantages and characteristics of the model in a simple and easy-to-understand way. during chen zhen's trip to altay, the zero run c16 demonstrated its powerful performance and galloped on national highway 217 without any obstacles. in the mountain road driving stage, the performance of the zero run c16 is also remarkable: the electric drive force is combined with the active low-torque performance, which is very "clean and neat" whether climbing or turning; the "tight feeling" of the suspension adjustment provides good lateral support, and driving on curves can also be more stable and smooth.

as an ultra-comfortable and intelligent six-seater suv, the leapmotor c16 has a practical and versatile layout. with its strong product strength, the leapmotor c16 has won the favor of many car owners and its sales have been rising. among the 30,305 cars delivered by leapmotor in august 2024, the delivery volume of leapmotor c16 exceeded 8,000, making it the leader among new cars. with stability, safety, and protection as the keywords, the leapmotor c16 can bring peace of mind to the family and is the best choice for family travel.

the joint cooperation of "high-quality media, new car celebrities and toutiao platform" has created a high-quality, professional and authoritative "zero run c16 appreciation blockbuster". this professional video comprehensively analyzes the performance characteristics of the zero run c16 model. the video content will be released on toutiao and douyin platforms, setting the tone for the overall project, kol and ugc content.

"no. 1 new car" has also reached cooperation with many high-quality influencers and established a professional content production team. on the one hand, the top influencers of toutiao widely disseminated car model information through high-quality creations; on the other hand, various influencers produced micro headlines, pictures and texts, and medium videos in various forms to meet the interests of different users and accurately deliver detailed content to each target user. these contents cover various aspects such as new car information, vehicle evaluations, and car buying guides. the top influencers have a profound impact on users through professionalism, while the mid-level and tail influencers have comprehensively improved users' understanding and discussion of car models through accurate recommendations and real word-of-mouth construction.

the "first new car" project not only has the powerful ability to make brand new cars into market "explosive models", but also can effectively help car companies shape their brand image. it has achieved remarkable results since the launch of the project. the core mission of "first new car" is to promote high-quality cars for car companies through a full range of marketing strategies and recommend suitable products to users. in this process, a steady stream of new car information and rich high-quality content have injected new vitality into the automotive industry. in today's fiercely competitive automotive market, "first new car" has always adhered to its original intention and is committed to attracting more high-quality models and helping more consumers find their favorite cars.