1. Use star IP to enhance communication influence.
Although we often say that advertisements with high-quality content are more likely to win users' favor than advertisements that rely solely on star traffic. However, if high-content and high-quality advertisements are matched with high-quality stars with their own traffic, the spread speed and coverage of advertisements will be greatly improved. Shen Teng, chosen by Ann this time, is not only widely praised for her acting skills in the industry, but also has a huge fan base. Taking advantage of resources, this advertisement has a very large communication foundation as soon as it is put on.
In the advertisement, Shen Teng promoted the brand of Anmuxi from the beginning: "One Blog, Anmuxi, Sweeping Happiness ……", and brought out elements such as "brand", "brand new spokesperson" and "brand activity" through a newspaper, which not only deepened the brand impression of users, but also paved the way for the subsequent "Sweeping Anmuxi to Five Blessingg" activity.
Many viewers said, "No matter what Shen Teng does, he feels funny." Although we didn't see a series of Shen Teng's "blinking" expressions in this short film, even in the memory of the short film, even his face was not exposed, but the interpretation of the story still made users feel happy.
As Shen Teng became an instant hit in the Spring Festival Evening, he took part in various variety activities and film shooting. The number of fans is increasing, and the age span of fans is large, which is deeply loved by users. Shen Teng's own comedy stream, affectionate and joyful interpretation, and high-frequency screen brushing have attracted a lot of attention and intense topic discussion on social platforms, which has ignited the topic and promoted the popularity of brand activities.
2. Zero-distance interaction with brands, link marketing, and deepen the influence of activities.
As a traditional custom of China people to celebrate the New Year, the "red envelopes" of the Spring Festival school have now become the "new battlefields" of major brands, the most famous of which is Alipay's "Gathering in Five Blessingg" activity. With the development of people's new payment habits, the mobile payment market has also ushered in a period of vigorous development, prompting major network platforms to realize that the network red envelope has become a traffic gathering place during the Spring Festival. Therefore, it is particularly important to grasp the core pain points of users and have a set of more fun marketing ideas.
In recent years, Alipay has been constantly optimizing the gameplay of "Gathering in Five Blessingg". In addition to the emergence of different "new blessings" every year, even the channels of gathering blessings are constantly expanding. In the past two years, Alipay has also started to cooperate with major brands, and users can get additional supplementary cards by scanning brand products and information. For example, the bottle cap of Coca-Cola, the logo of Starbucks, and the blessing of China Mobile ... Similarly, Anmuxi is also a member of these brands, and users can get additional blessing cards by scanning Anmuxi's products, which will further upgrade the game of collecting blessings.
In this short film of Anmuxi, Alipay's "Gathering in Five Blessingg" activity is brought out through the plot, which forms a distance linkage with Alipay, and also shows the rights and interests of products well. In fact, brand linkage is nothing new. After all, the cooperation between brands has become more and more frequent in recent years. However, in the past, brand linkage was mainly based on platforms and posters, which was relatively limited. This time, An Muxi directly integrated Alipay's activities into the promotion and dissemination of the brand, which not only helped the widespread dissemination of Alipay's activities with brand resources, but also helped the sales transformation of brand products with Alipay's activities, killing two birds with one stone.
Through such a strong alliance, it can not only help the brand get more target users, but also increase the communication value of advertisements. And through the mutual blessing of brands, the content breaks through the "dimensional wall", expands the influence of brand activities, and constantly occupies more users' minds.
3. Create brand differentiation products, develop new categories, and achieve industry leadership.
Anmuxi has rapidly grown from a young brand to an industry leader in the field of normal-temperature yogurt in China. Although the marketing strategy has always been at the forefront of the industry, in the final analysis, it is also inseparable from the continuous improvement of product strength. In the face of the ever-changing market environment and user needs, Anmuxi has also made a breakthrough in products.
For Anmuxi, users are always the first. On the one hand, it is necessary to innovate and make breakthroughs in product strength, and create three series of products: classic mass delicious food, high-end granules and high-end drinking of Anmuxi, so as to meet the diversified consumption needs of consumers; On the other hand, the future belongs to young people. An Muxi skillfully played with them and even became "friends" with the happy scenes that young people loved.
Previously, Anmuxi revolutionized the product line of normal-temperature yogurt and took the lead in launching the high-end beverage series pulp orange &; New pineapple products bring consumers a brand-new taste and delicious experience, further enhancing the industry influence and market penetration. Catering to the diverse needs of different consumers through brand-new high-value products not only meets the dual needs of consumers for sensory experience and nutrition, but also consolidates the brand's "delicious" status and shapes the competitive advantage of brand differentiated products.
In addition to catering to young consumers' demands for taste and drinking nutrition, Anmuxi creatively applied mondriaan's artistic techniques to packaging, strengthened the impact on appetite, let art collide with delicacy, and created a new trend of yogurt. It caters well to the aesthetic interest of a new generation of users who advocate individuality and value first and the demand of pursuing quality life and ultimate experience. Drive brand communication with innovative products, and then strengthen Anmuxi's brand occupation of leading the industry trend with new products.
For consumers, product strength is the key to win the market, and it is also the foundation to promote their purchase. Anmuxi's precise product positioning, constantly leading the brand-new consumption trend, constantly exporting the brand's youthful vitality and unlimited creativity, also laid a solid foundation for its rapid growth from a young brand to an industry leader in the field of room temperature yogurt.