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Accepted 2025-03-12
Published 2025-06-08
Abstract
In May-June 2020, the pop-up video website Bilibili (referred to as Bilibili) released three series of brand videos "Wave Trilogy", announcing to the public the mainstreaming process of Bilibili's brand culture. Bilibili, which was founded on secondary yuan and ACG culture, has gradually broken through the circle with the promotional film "Wave Trilogy", showing the public a diversified and popular brand image, and breaking the stereotypical impression of the Bilibili brand as a secondary yuan subculture community. Bilibili's promotional video is a practice of its development strategy to break the circle of inherent users, realise the cultural circle of the media platform, and break the circle of content, which not only reflects Bilibili's willingness to merge with the mainstream culture, but also hides the brand's ambition to compete for a larger share of the market. Based on Lasswell's 5W communication model as the basic research framework, and integrating the perspective of youth subculture theory, the study explores the strategic practice of "The Wave Trilogy" of Bilibili's branding film, which helps Bilibili's media platform "break through the circle".
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