Breaking the Mold in Global Communications
Chapter 1: The Dilemma of Publicity
After months of filming and meticulous post-production, the film "Dream of Stars" has finally been completed and entered the crucial promotional stage. This work, which embodies the hard work of countless people, carries everyone's earnest expectations for its box office success and high praise.
Producer Ayu excitedly assembled her advertising and marketing team, ready to go all out and make the work known to audiences worldwide as soon as possible. However, reality dealt them a heavy blow.
At the first global publicity planning meeting, Xiao Li, who was in charge of the research, reported the situation with a worried look on her face: "Sister Yu, we are facing some serious problems. Different countries have completely different media environments. For example, in some countries, social media is extremely developed, and people get their information mainly through various social media platforms; but in other countries, traditional media still dominate, with television and newspapers having a huge influence. Moreover, the preferences for publicity channels vary greatly from country to country, and what's more, there are all sorts of cultural taboos. The unified publicity plan we prepared before is simply not going to work."
Ayu frowned, knowing that this meant many of their previous plans would have to be scrapped and started over, but she had no other choice but to grit her teeth and face it. The team members also fell silent, the atmosphere in the meeting room so oppressive it was hard to breathe.
“Then let’s analyze each country one by one, thoroughly understand the characteristics of each country, and formulate differentiated publicity strategies.” Ayu broke the silence, her eyes showing determination. She knew it was a difficult task, but it had to be done.
Chapter Two: In-depth Research
From then on, Ayu and her advertising and marketing team embarked on a frenzied research spree. They split into several groups to conduct in-depth research on major countries across Asia, Europe, the Americas, and Africa.
In Japan, the research team found that although social media is very active, the public still has a high level of trust in traditional media, especially high-quality TV programs and magazine advertisements. Moreover, there are many taboos regarding cultural etiquette, such as content involving religion or specific sensitive historical periods that are absolutely forbidden.
In Brazil, however, the situation is different. People there are enthusiastic and outgoing, with extremely high engagement on social media. The influence of various online celebrities can even surpass that of many traditional stars. Everyone enjoys participating in interactive discussions on social media platforms and is very fond of fresh, interesting, and vibrant promotional content.
The United States is a melting pot of diverse cultures. Although there are many online channels for promotion, there are significant differences in preferences among different regions and groups. For example, in some large cities, online trendy topics and interactive promotion are effective under the dominance of trendy culture, but in some relatively traditional and conservative small towns, traditional media advertising still plays an indispensable role, and there are strict taboos and red lines on topics such as race and politics.
Each group continuously compiled the information they had collected. Looking at the detailed research reports, Ayu felt both immense pressure and a renewed fighting spirit. She knew that only by thoroughly understanding all this information could she develop an effective publicity strategy.
Chapter 3: Developing Strategies
Ayu gathered the team members together again, and this time the meeting table was piled high with documents and materials from various countries.
"Based on our research over this period, we now need to start developing publicity strategies for different countries," Ayu said seriously.
“In countries like Brazil and Indonesia where social media is active, we focus on online interactive promotion. We contact well-known local influencers to let them experience our films and TV shows in advance, and then attract fans to participate and expand the influence of our works through various interesting interactive activities, such as online viewing sharing, plot imitation shows, and character Q&A sessions.” Ayu said while writing key points on the whiteboard.
“In regions like the UK and Germany, where traditional media have a strong influence, we need to place high-quality TV and print ads. We need to find professional advertising production teams to create high-quality advertising content that matches the local aesthetic style, air TV ads during prime time, and publish exquisite print ads in some mainstream newspapers and magazines to attract viewers who are used to getting information from traditional channels.”
"Furthermore, we must strictly control the content of our publicity regarding the cultural taboos of each country. Every piece of publicity material, whether it is advertising copy, video footage, or pictures, must be reviewed by local cultural advisors or people familiar with the local situation to ensure that it does not touch on any taboos. Everyone must remember this point and cannot make any mistakes."
The team members nodded in agreement, each taking on a task and beginning to prepare relevant materials and contact partners according to the new promotional strategy.
Chapter Four: The Online Interactive Storm
In countries where social media is active, the campaign was launched first.
In Brazil, the collaborating influencers were incredibly enthusiastic. Lucia, an influencer with millions of followers on social media, was deeply captivated by the storyline of "Starry Night" after watching it in advance. She launched a "Starry Night Imitation Show" campaign, inviting fans to imitate classic lines and actions from the film, then post videos and tag her and the film's official account.
A wave of imitations swept the platform, with countless creative videos emerging as people imitated the scenes and discussed the plot, driving the event's popularity ever higher. The official account promptly responded to fan comments, engaged in interaction, and even drew lucky fans to receive film-related merchandise, further enhancing the event's atmosphere.
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