AIGC and Baidu join hands to innovate communication fields and lead the new marketing trend of Generation Z

Since 2023, the whole world has been paying attention to artificial intelligence, becoming a new craze after the Metaverse. AI chatbots, AI painting tools, etc. are constantly emerging. Some people use AI to restore the real faces of the Terracotta Warriors and Horses, and some people use AI to bring amazing scenes to video creation. AI is breaking the boundaries of human imagination, and is also bringing an intergenerational change to brand marketing

Baidu Marketing took advantage of AIGC to create the "Youth Fashion Festival" IP project, using Yuanverse and AIGC as the focus. Through online and offline dual drive, combined with products such as Baidu APP, Wenxin Yige, Xirang, Baijiahao, Baidu AI Digital Human, etc., and cooperation with brands such as Chuqiao, FESTO, Lenovo, etc., the Baidu APP search main venue was created Contents and interactive sections such as Xirang Planet, Painted Planet, Z Planet, and Fun Planet. Through diversified scenario marketing, the "Youth Fashion Festival" makes full use of Baidu's internal traffic to create a new model of efficient and win-win marketing for Generation Z, allowing users and brands to participate together, and integrating imagination, creativity and business strength.

AIGC helps break communication barriers and build an intelligent field between brands and young people. Re-expression: AIGC plays a role in eliminating communication barriers and establishing an intelligent communication platform between brands and young people

With the continuous development of the Metaverse and AIGC, we realize that Generation Z is very interested in the virtual world. With familiarity and acceptance, they hope to change their image in the metaverse, make old friends, get rid of their depression, and thus gain more spiritual value. Based on this understanding, the "Youth Fashion Festival" created the Xirang Planet Metaverse Cool Street. Users only need to search for "Youth Fashion Festival" on the Baidu APP, and they can freely shuttle around the cool streets, complete tasks and check in, and jump to the Baidu e-commerce page to promote purchase conversion and form a closed marketing loop

Launched the Painting Planet Trendy Figure Design Competition. The project cooperated with Wenxin Yige. Participants can enter keywords on the Wenxin Yige platform for AI creation. The competition is open to the entire network, and participants have the opportunity to receive rewards. This method of fun interaction and affordable rewards comes with its own attention, and it attracted widespread attention as soon as it went online. In the future, Hui Planet can also cooperate with cooperative brands to launch AI co-creation competitions based on specific propositions to attract a group of loyal customers to the brand. In addition, all visual materials of the "Youth Fashion Festival" project were produced through the creative assistance of Wenxinyige's AIGC

, focusing on the vast young consumer group of Generation Z , "Youth Fashion Festival" has demonstrated a keen insight into the experiential consumption needs of young people in many dimensions such as innovative gameplay, content quality and operating scenarios. In Chuqiao Planet, the project cooperated with Chuqiao to establish a special event page. After users click on the landing page introduction, they can jump to the sales scene to help the brand achieve conversion. In Xiaoxiao Planet, the cool attitude of Generation Z is shown through Xiaoxiao’s exclusive cartoons. In the content section of Fun Planet, open a new world of games with many anchors. In the Chao Planet and Chao Shang Notes sections, all kinds of interesting, delicious and fashionable goods gather together, attracting many users to leave messages and plant grass

AIGC painting online activities and cross-border cooperation, It will be extended to offline to build a gathering place for Generation Z

In addition to operating on multiple online platforms, the project will also extend online activities to offline and open a Z chapter gathering place. , fully tap the user’s on-site value. In cross-border cooperation with Wenxin Yige and the Southern Book Festival, the "Youth Fashion Festival" has created an "AI Painting Experience Hall" offline, including a book-themed AI painting exhibition, AI painting interaction, and AI surprise station. session, bringing readers an AI painting experience full of fun, creativity and experience, arousing the enthusiasm of on-site participants

Expert assistance creates personalized logos and accumulates long-term content and brand value

The core of a good marketing campaign is the first step to impress users. "Youth Fashion Festival" takes the platform's diverse scene gameplay as the core and connects the love of young people through topics that resonate with Generation Z's emotions. An interesting topic was launched on Baijiahao, "#GenerationZ is defined by me#". At the same time, he shared AI creations and participated in topic interactions, which attracted young people's creative enthusiasm and increased the participation of the topic. At the same time, the original power of the content is amplified through the assistance of diverse native experts such as Baidu AI Digital Human and Weibo Blue V Matrix. Through a large amount of high-quality content, a communication bridge is built between the brand and users, and the brand's exclusive memory symbol is created through the hot topic list, which eventually accumulates into long-term content and brand assets

In order to further enhance its influence, the project uses powerful resources such as screen opening, information flow, vertical channels, and Wenxin Yige official website topics for comprehensive exposure. During the event, the project was listed in the top ten of Baidu's hot search list many times, triggering an upsurge of discussion across the entire network. At the same time, joint displays were carried out on large outdoor screens in nine popular business districts across the country, which fully created momentum, continued the influence of the event, and provided a boost to the brand's popularity. In the end, the "Youth Fashion Festival" received more than 100 million exposures online and offline across the entire network, successfully establishing a reputation as a marketing IP for Generation Z.

Driven by AIGC technology, brand management has achieved quality Growth

With the empowerment of AIGC, the "Youth Fashion Festival" created an integrated marketing event that played with traffic within Baidu's domain, linking online and offline, and breaking the circle of voice to help conversions. The project embraces the all-round needs of Generation Z young people to the greatest extent, and helps brands realize value appreciation through diversified marketing scenarios. For users, online 1N rich content interaction and offline AI in-depth experience activities fully meet experience needs.

In the future, the "Youth Fashion Festival" will continue to utilize the capabilities of Baidu's AI technology, continue to demonstrate the spirit of innovation, cooperate with more high-quality brands, help brands and users achieve efficient connections, and bring them More amazing and interesting trendy experiences

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