Lately, the word “Duang” (read as dwong) which even does’t exist in the Chinese character has taken over the Chinese internet topics. Every occasion, from chatting between friends to news in the local channels, people use this word to express certain emotion and show their following the fashion. Then what does it mean and where does it come from?
It originally came from an interview of Jackie Chan, which is about the hair shampoo he is using works great and the hair effect in the commercial is from his real hair instead of the special effect which is like all of a sudden “Duang!” good hair comes!
The Duang phenomenon is similar to the heat discussion “what color is this dress”. The photo is shared thousand times and there are so many people involved and discussed about this question. But unfortunately, the designer and the name of the store are not included in the photo, actually they are the ones who can benefit from the discussion. It would be a successful online marketing promotion if they could grab this chance. Then let’s get back to the shampoo company, how does the shampoo company response to it?
After the interview video is posted online, some guys use editing software made a clip of remix (melodically recounts) combined with a fashion song. It is a big boom in the public and the brand name which is almost forgotten by people once again comes back to the public and in some people’s words “I could stop thinking this remix.” even though this remix tells that the shampoo is bad and fake.
For the shampoo company, this remix could be endanger the market share because no matter people believe it or not, it still tells a negative story about the shampoo, then as a response made his own remix and post it online. Let’s check it out.
The first part ,the company grabs the word Duang and emphasize it in the songs ,use the remix to show how great the shampoo works (makes the hair black, smooth and comfortable). The second part of the clip also made from the fashion clip to tell how hard they work. In all, they promote themselves and make a peer to peer adverting by a self-mockery way. How is the reaction of the audiences (customers) ? They generally think the attitude of the company is great and they love the clip. Some of them are even willing to give the shampoo a try.
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