After The Prosecutor of Nine Departments, the brand looked at the social value of the content.

Text | Lin Fujiko

The discussion of a drama often focuses on the actors and the plot, and The Prosecutor of Nine is extending the topic to more dimensions.

Some netizens initiated hypothetical legal discussions on the plot in the Douban drama group, while others shared the unfinished work in reality, endless materials and long-term observation of minors in Xiaohongshu. Although this drama involves undiscovered themes that the public has never been exposed to, "Nine Prosecutors" has become the hottest fireworks-related drama in this summer because it echoes the mood of the times.

In recent years, more and more juvenile-related cases have appeared in the public eye. According to the data of "White Paper on Juvenile Prosecution 2023" issued by the Supreme People’s Procuratorate, in 2023, the number of cases involving crimes against minors in the whole country increased, and the number of juvenile suspects prosecuted for infringing minors increased by 24.9% year-on-year. Every hot search on this topic will lead to a heated discussion among the whole people, and the continuous attention of the mass market has also given birth to the first TV series "Prosecutors in Nine Departments", which cuts into the protection of minors from the perspective of prosecutors who have never inspected them.

As a scarce new theme, The Prosecutor of Nine Departments not only condensed the national attention, but also aroused strong emotional resonance in the mass market. The topic discussion extended by the plot also strengthened the public’s awareness of the importance of juvenile protection. Watching Jiang Xiaojie suppress her painful grievances and commit perjury alone, topics such as # Love for Jiang Xiaojie and # 9 Prosecutor’s Heartache and Irony rushed to Weibo for hot search, and many hot achievements, such as Cat’s Eye drama and Iqiyi drama, focused the public’s attention, made a daily supplement for strengthening the protection of minors, and formed a very high content social value.

It is an eternal proposition in the film and television industry to explore new themes, and it is also becoming a trend to find more value of content besides entertainment. The market recognition of Prosecutor of Nine Departments not only verifies the user potential of new themes, but also makes the social value of content a new focus of commercial attraction of drama series.

Since 2020, every once in a while, there have been hot searches on juvenile-related cases, and people are paying more and more attention to juvenile crimes. However, hot searches can only make people hate a single evil deed, but they cannot let the public know why there are so many juvenile-related cases.

High attention but incomplete cognition is the reason why people ask why juvenile delinquency is faced, and it is also the status quo that "The Prosecutor of Nine Departments" tries to change.

In order to tell a good story about the unknown subject, The Prosecutor of Nine Departments skillfully combines the ordinary prosecutor with the unknown work, letting the audience know what conditional non-prosecution is in a relaxed and unrelenting atmosphere, seeing how difficult it is for the prosecutor to gain the trust of the victim, satisfying the audience’s curiosity and thirst for knowledge about the judicial protection of minors, and also following the plot to see the reasons and motives of juvenile misconduct.

In particular, "Prosecutors of Nine Departments" is also professional enough in the unchecked field. The Supreme People’s Procuratorate Film and Television Center endorsed and filmed the scene in Haikou City, trying to synchronize the procuratorial work and prosecutors’ attitude towards juvenile cases in the drama with the reality, which also caused the uninspected personnel to share and express their recognition of the drama online, so that the audience could feel the weight of the reality in the drama.

It is also of practical significance to have a plot reversal. There are lovely prosecutors and underage groups that need the most attention. The scarce theme collides with the high attention of the market, making "Nine Prosecutors" penetrate the national market.

In Tik Tok, 1.45 billion episodes-related videos were played, and thousands of episodes-related notes were viewed on Little Red Book with a total of 55.11 million+.The discussion on plots and underage groups continued one after another, which opened up the spread of unchecked and underage protection topics in the market.

Taking the field that has aroused the concern of the whole people as the theme, The Prosecutor of Nine Departments not only fills the market gap of the untested theme of the drama series, but also keeps up with the social hot spots and grasps the high-quality content of the times, which also creates a scarce space for brand marketing.

In the environment of fragmented media and limited attention of a single media, it is extremely difficult for brands to continuously win widespread attention and popularity. Therefore, brands pay more and more attention to continuous communication with the market, shift marketing from betting on explosions to new themes and unique content, and tap the continuous penetration value of drama brand marketing.

Previously, My Altay by iQiyi, with its unique artistic beauty and realistic concern, once again aroused people’s yearning for "poetry and distance", attracted many brands to join the "Altay fever", and continued to communicate with the user groups who love life, inciting the commercial potential of regional color content; The "Nine Prosecutors" penetrates the market with scarce themes and high social topics, helping the brand to continue to reach the mass users who are concerned and curious about underage issues.

In other words, high-quality new content also plays the role of "information noise reduction" for the brand-by providing high-quality content carriers that can grasp contemporary users, users can keep their attention highly focused because of "freshness" and "interest", enlarge the proportion of the brand in users’ minds, and create long-term dedicated channels for the brand to communicate with the market.

If the novelty of the theme is the bait to attract users, then the empathy and deep thinking caused by the strong practical significance is the hook to keep the audience.

In the play, Jiang Xiaojie, who has been under the high pressure of her mother for a long time, Zhang Yunyun, whose parents are not around, and Zhou Qiao, who faces her violent father all day, choose to "cheat" to "revenge" the family to vent their pain, while the audience outside the play are also reviewing their family environment and parent-child relationship after seeing their behavioral motives. Some people lament that they have "survived" and some people honestly care for their children.

The experiences and emotions of the characters in the play are reflected in reality, which arouses the audience to think deeply, and is also the reason why The Prosecutor of Nine Departments can attract the national attention.

The Statistical Analysis Report of Child Sexual Abuse Cases of Girl Protection in 2023 emphasizes that the cases that come into public view are only the tip of the iceberg of the actual cases. A research report of The Lancet Psychiatry in August also shows that the peak of mental illness among young people is at the age of 15, and mental illness accounts for at least 45% of the total diseases among people aged 10 to 24. It is not difficult to see the importance of strengthening the normalization of legal education and mental health education for minors, and the most effective way of normalization is to attract the attention of the whole people, so that everyone and every family can form a common cognition.

School bullying, cyber crime, sexual assault, fraud and other diverse cases of juvenile delinquency are included in The Prosecutor of Nine Departments. However, unlike the conventional criminal investigation drama, the drama series only focuses on the detection process of cases, but reveals the multiple reasons of juvenile behavior, family influence, social pressure, psychological factors and so on from the perspective of prosecutors, calling on the public to pay attention to this field and making certain guidance and demonstration for how to protect juvenile groups.

From this point of view, The Prosecutor of Nine Departments not only reveals warmth everywhere in the story, but also has realistic value and temperature, which can arouse the value resonance of the mass market, which is another reason why The Prosecutor of Nine Departments has strong commercial value.

Whether the content temperament is consistent with the brand is one of the considerations for brand launch. The brand needs to connect and communicate with users through the content. The expression core of the content is equivalent to the expression of the brand to some extent, and the content like "The Prosecutor of Nine Departments" that incites users’ value resonance above emotional resonance is even rarer.

Therefore, this drama has also gained recognition such as Jinjiu, Pulse, 999, Dongpeng, Nestle, Harbin Beer, Haolai Toothpaste, Jingtian, etc., because these brands pay attention to long-term communication with users through high-quality content IP, and continue to convey the brand’s concern and concern to the market.

For the brand, high social value content is conducive to strengthening the brand’s users’ goodwill and branding the brand’s positive image in users’ minds, while iQiyi’s continuous output of high-quality content also strengthens the trust of brand customers, maintains long-term expression to users together with the platform, and strengthens the connection between the brand and users.

From creating marketing scarce space to helping brand key expression, The Prosecutor of Nine Departments verified the strong commercial appeal of high-value content by echoing the scarce theme of the times and inciting users’ value resonance, and explored more possibilities for realizing the value of content.

* Original article, please indicate the source when reprinting.

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