In recent years, with the rapid rise of Generation Z, they have become a consumption force that cannot be ignored in all walks of life. Compared with the previous generation, the new generation of consumers as a whole has a better level of education, a broader vision, a stronger curiosity, and a sharper ability to capture and try new trends. In this context, how to attract young consumers has become a proposition that every brand needs to face.
Among food and beverage brands, "National Tide Drink" yogurt is favored by Generation Z because it is good at communicating with young people, as well as its brand attributes of youth, vitality and trend. On the occasion of the advent of the 2021 New Year, yogurt milk staged a new round of marketing drama with the theme of "New Year to be excellent", not only hand in hand with the spokesperson Zhou Dongyu and Chen Linong to create a winter heart-warming blockbuster, but also let the "Small Younuan Warm House" enter the daily life of young people from the screen in the form of offline pop-up stores, through 360 ° immersive warm output, bringing winter warmth to young people, deepening young people's awareness of the brand, and bringing a new high-quality model to the young marketing of food and beverage brands.
Join hands with the spokesperson to create a heart-warming blockbuster,
Inspire strong resonance among young users
Since its official listing in 1997, in the past 23 years, yogurt has been frequently exerted on the road of rejuvenation, as the industry's first room temperature milk beverage brand, with the continuous innovation of products and marketing, yogurt has gradually developed into a billion-level big brand.
The year 2020 that has just passed is a special year, and many people have more lonely, bitter, and sad emotions in their hearts. In order to bring more encouragement, warmth and positive energy to everyone, on the occasion of the New Year of 2021, yogurt focuses on the theme of "New Year to be excellent", and co-brand spokespersons Zhou Dongyu and Chen Linong create a New Year's heart-warming TVC blockbuster, hoping to communicate with consumers' deep empathy. At the release time node of the blockbuster, yogurt is more heartfelt to choose the winter solstice, starting a warm journey on a cold winter day.
In the TVC blockbuster, yogurt strings together 4 heart-warming small events, from Chen Linong's adoption of stray kittens on cold winter nights, to Zhou Dongyu's appeasement of a little girl who was ignored by her father, spending her birthday with white-collar workers far from home, and then Chen Linong's new Chinese New Year's Eve working with delivery workers, these seemingly ordinary stories, hidden a little warmth and kindness, can not only heal the confusion and loss in the hearts of others, but also heal their own inner loneliness and fatigue.
Yogurt uses the form and content that young people love to communicate warmly with them, selects the typical emotional scenes that young people are most likely to perceive and resonate, so that consumers can put themselves in the shoes of the emotional connotation of "New Year to be excellent", with the advantages of popular stars in communication, yogurt yogurt has truly touched the majority of young people, so that consumers feel the warm moments in life.
360° immersive warm output,
Give the brand IP a "warm" image
In the TVC blockbuster, yogurt is very creative to create a "small you warm house" that gathers warmth, which not only witnesses the warm story that happens in the small warm house, but also deserves the main story line. At the same time, yogurt milk also uses the brand IP "Xiaoyou", which has been deeply built in 2020, to visualize the warmth and healing emotions that the brand wants to convey.
In addition, around the communication theme of "New Year to be excellent", yogurt yogurt has created a three-dimensional immersive innovative marketing combination fist as a whole, exposed through tvC story interpretation, Weibo opening screen, creative hot search topics, personalized WeChat circle of friends advertising and other head platforms, bringing consumers an immersive experience of 360 ° from all levels, and deepening the warm theme of "New Year to be excellent" in a subtle way.
Before the LAUNCH OF TVC, Guanwei warmed up through the IDs of Zhou Dongyu and Chen Linong, and the official announcement of Zhou Dongyu and Chen Linong as day shift clerks and night shift clerks respectively, and the majority of consumers felt the warm moments in life bit by bit. And the card slot winter solstice festival, lock the Weibo open screen position for two consecutive days, launch Zhou Dongyu and Chen Linong immersive dynamic open screen advertisement to dominate the screen, through snowflakes, flickering lights and other dynamic elements to create a more realistic atmosphere, quickly substitute consumers into the scene, so as to achieve full immersion.
After the launch of TVC, yogurt yogurt was advertised in the WeChat circle of friends in three different versions of Zhou Dongyu, Chen Linong and Xiaoyou, enhancing brand interaction in the form of circle of friends messages, and deepening the theme of "New Year to be excellent" in a subtle way.
<< Swipe to see the next image >>
In the creation of the "warm" topic, yogurt is also a three-dimensional battle, planning the #Zhou Dongyu Chen Linong warm house opening#, #New Year to add excellent#, #winter warm punch card holy land#, # is another day to be cured by the little milk cat # and other topics, from the multi-creative dimension, to create a brand IP "warm" image.
This "warm to the whole network" of the New Year marketing, from the marketing theme to the heart-warming TVC, and then to the three-dimensional exposure of the whole platform, yogurt yogurt opened up all aspects of star spokespersons and brand IP, interlocking, step by step, 360 ° to consumers to pass the warm healing story of yogurt "new year to be excellent", giving brand IP "warm" image at the same time, successfully broke through different marketing circles, so that the brand influence of yogurt reached more consumer groups, and promoted the comprehensive sublimation of brand value.
Leading the trend of rejuvenation,
Consolidate the brand status of national tide drinks
Playing with the most trendy young people is a must-have quality for a trendy brand. But to be the ultimate choice for young people, you also need to communicate with them with your heart and integrate into their daily lives.
In order to communicate with young people closely, the "Small Younuan Warm House" was fully upgraded, from the screen into reality, landing on the physical store Beijing Shuangjing Shoucheng International B block bottom merchant.
The inner tone is warm and unified, colored lights, balloons, "New Year to add excellent" window stickers and other details are set off the temperature of the New Year, customized small excellent temperature change cup, warm hot drinks, warm surroundings in winter, all let the majority of young users feel the warmth of the real existence in life.
At the same time, yogurt yogurt also took station B as a new expansion platform, launched a special page of small you warm house, and united three well-known up owners in different fields: Tai Ge is a small warm cat, Gong Mingwei, make a thing, respectively, released a one-day clerk experience video, posted their own personal feelings, and invited netizens to leave warm messages, attracting a large number of tap water traffic, so that the brand influence continues to break the circle.
It is worth mentioning that the warm heart of "Small You Warm House" has attracted the majority of young people to punch in.
The process of creating yogurt in the scene of "small yogurt warm house" allows us to see the grasp of details of a successful brand. In the "Small Younuan Warm House", every action of you yogurt returns to the strengthening of its brand IP "warmth". Through every detail of the pop-up store, consumers have a deeper understanding of yogurt, and comprehensively enhance the texture and temperature of the brand.
Yogurt yogurt communicates through the form and content that young people like, establishes a stronger emotional link with young people in station B, further pulls in the communication distance with young people, and continues to lead the trend of rejuvenation while consolidating the industry status of yogurt as a national tide drinking brand.
brief summary
Over the past 23 years, as the pioneer of China's milk drink market, yogurt has continued to innovate and upgrade its brand, showing its brand's continuous innovation, strong brand power and unique trend power, and has become a "national tide drink" in the hearts of consumers.
On the occasion of the New Year, with the theme of "New Year's Excellent", you yogurt and the warm blockbuster brought by Zhou Dongyu and Chen Linong not only enriched the connotation of the brand "excellent", but also gave the brand IP "warm" image, and the immersive experience brought by "Xiaoyou Warm House" and the innovative marketing action with a three-dimensional sense made the yogurt smoothly circle the Z generation and let its brand influence reach a wider consumer circle. The series of marketing methods that fit the Z generation have made an excellent industry demonstration for the young marketing of food and beverage brands.