2022 as promised, the new year marketing, is still a must for major brands, but in today's consumer ecology and communication environment, marketing play convergence, consumers will inevitably have aesthetic fatigue, they will only be hot to discuss interest, on the insensitive content, cast indifferent votes. How to break through and really win recognition in the festival of cards, Moen gave a warm answer at the end of 2021.
Echo the current trend of emotional consumption to find the mental placeholder
The surge of the new wave of consumption is a portrayal of the current change in consumer consciousness: the public has shifted from functional and material consumption to high-quality and emotional identity consumption, and is more willing to pay for quality lifestyles. From To have to To be, my consumption is the consciousness of my existence, driving more people to stop clinging to material functions, and the views, interests, personalities and lifestyles empowered by brands and products are the reasons to pay.
Because the consumption and choice of "I" determine what kind of person "I" am, the sense of meaning consumption becomes the driving force. Therefore, a clear brand expression is easier to attract and gather a user group with similar temperament, and achieve deeper brand recognition and higher conversion rate.
Create familiar scenes for users to establish emotional resonance
The more the brand understands the user, the better it is at expressing itself in the user's language, integrating the brand's propositions, integrating into their daily social context, and bringing consumers a deeper understanding. Home is the warmest and most reassuring environment that contemporary people are eager to return to after coping with the cost of living and social pressures, and on the occasion of the New Year, everyone hopes to draw strength and courage from it and start again.
Connect emotions with emotions
Use stories to reshape brand value perceptions
Moen understands this consumer insight – the consumer population is iterating, the values are diverse, but the emotional resonance is always the winning way to connect with each other. Only the same frequency of emotions can resonate values. On the occasion of retiring the old and welcoming the new, it is not only a new life, new members, and new emotions, but also a new change, a new future, a new life, and all those who live seriously are seriously preparing for the new year and entering 2022 with a new baptism.
The joyful moment of the family of three to welcome the new life, the happy moment to witness the child's growth moment, is preparing to meet the sweet imagination of the two-person world, is our most resonant daily life, Moen will be the shining point in life, into the delicate plot, with a warm story, and finally gathered into a unified theme - we are really bathed, step by step to complete the upgrade of brand communication propositions.
1、
Precise insights
For different user groups, digging deep into needs, emotional interaction, growth moments, sweet imagination, all of them are based on Moen as a link, the story that happens, and build a beautiful daily brand perception for consumers.
2、
Experience is paramount
The 2022 bath is ready, from the continuous iteration of product design, to create the ideal water experience of the bottom - whether it is the height-friendly water level design for different family members, or the moderate constant temperature design with the opening, or the delicate and soft bathing experience, every water moment is transmitting the product power of Moen.
3、
Emotional accompaniment
The 2022 bath is ready, it is the accompaniment of rushing together, all temperature moments, all are imaginations of a better life, and different stories outline a beautiful imagination of the future, reach a wider range of people, let the water experience, not only step in functional satisfaction, but also a sense of meaning consumption.
Moen not only tells three stories with heart, but on the basis of storytelling, sketches a future life full of warm energy and triggers beautiful associations for the audience, and then completes the emotional extension from "story to brand".
The significance of the evolution of brand value
The evolution of brand value is by no means achieved overnight, it is necessary to have insight into the pain points of the times, aim at the target user group, integrate brand tone, "new year and new baptism", is not just a new year marketing of Moen, but a brand value that is continuously transmitted, and it is a brand asset worthy of continuous deep cultivation and precipitation, which is the sense of ceremony that users can think of when they greet the New Year.
Continue to immerse the lifestyle
Precipitate brand power and spiritual resonance
In an increasingly noisy information environment, content capabilities and emotional value are the ability of brands to win user loyalty.
Since entering the Chinese market in 1994, Moen has accompanied the growth of a generation, always grasping the power of design, optimizing the use experience, changing the quality of life, completing the precipitation of functional values, and constantly witnessing and completing the warm moments of tens of millions of families, and blessing the emotional precipitation to complete the temperature accumulation.
epilogue
No one likes advertising, but no one does not like good stories and content, Moen with the new year new baptism emotional touchpoints, the brand and products and the new year and new life of the consumption scene to bind, with a distinct and unique imprint of the content, the brand extended into a way of life, in order to form a new round of mental occupation of more possibilities. May the new year, you also bathe well.