Ceiling companies write a new chapter in marketing

Today, many ceiling companies have come to realize the power of brand promotion. Partnering with celebrities or public figures has become a popular strategy for boosting brand visibility. However, despite this trend, many integrated ceiling companies remain hesitant when it comes to adopting embedded advertising models. They are still watching and waiting, unsure of how to effectively integrate their brand into media content. Last year, Kibley took a bold step by featuring its products in the movie "101 Proposals," testing the waters of sub-embedded marketing. This year, Kelan followed suit by including their brand in a family-themed documentary. Yet, upon reviewing these campaigns, it's hard not to feel that ceiling companies are still lacking creativity and vision in their approach to embedded advertising. Embedded marketing can be categorized into four main types: image implantation, scene implantation, dialogue implantation, and episodic implantation. The platforms used for these ads vary widely—from films and TV shows to newspapers, magazines, online games, mobile messages, and even novels. A classic example of a "white implant" is from the movie *Forrest Gump*, where one of the most memorable lines is: “One of the best things about seeing the President is that you can drink Peng Quan’s soda.” This type of ad is direct and often seen as intrusive, but it works when it's well-integrated into the story. It requires a natural connection between the product and the narrative to avoid alienating the audience. In contrast, the *James Bond* series exemplifies image-based embedding. Bond’s association with high-end luxury cars has become iconic, helping brands like Aston Martin gain global recognition. This form of embedded advertising relies on the character’s image to subtly promote the brand without being too overt. Another great example is the Chinese drama *The Rumor*. Not only did it boost the popularity of actor Sun Yi, but it also significantly promoted the brand East Ejiao. Throughout the show, the brand became a recurring element, appearing in key scenes and dialogues. This kind of storytelling helped East Ejiao gain more visibility and credibility. Scene-based embedding involves incorporating a brand’s visual elements or products directly into the setting of a film or show. Companies like Kepler and Kaylan have successfully used this method. While this approach is less dynamic compared to others, it offers a subtle and cost-effective way to reach audiences. Looking ahead, the embedded advertising market is already quite mature in foreign countries. In China, while the industry is growing rapidly, there's still a long way to go. Only a few brands have managed to create successful embedded campaigns. For integrated ceiling companies, finding the right timing and platform is crucial. With the right strategy, embedded marketing can be an effective tool to enhance brand awareness and drive growth in an increasingly competitive market.