The advent of the "she era" has made the public's attention to women's issues on Women's Day continue to rise, and it is believed that it will continue for a long time in the future. Falling back to the marketing industry, considering that the direction of communication is closely related to the social environment, the theme of women is bound to be one of the marketing highlights in 2022.
When combing through the 2022 Women's Day case, we found that the strategy of the milk powder brand Hypnokai 1897 is somewhat special: further subdivide the maternal and infant marketing, turn its attention to the female group of the new generation of mothers, and use the trinity strategy of "emotional power + knowledge + product power" to see the "newborn mother" grow and give the "mother new life" strength.
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01
Emotional Power: Insight into the anxiety of the new generation of mothers feeding
Haipu Nuokai 1897 and the Beijing News launched a video, based on the communication theme of #No one is a natural mother#, to carry out progressive emotional communication with the new generation of mother groups:
The first is "seeing." Based on the insight into the feeding pain points of the new generation of mothers, we see the multiple confusions that the new generation of mothers have to face after becoming mothers for the first time. For example, the feeding problem that is directly related to the growth of the baby, "constantly competing with various nutritional elements in English abbreviations", the resulting changes in living habits and the change of mood. Behind these pain points is the emotional anxiety of the new generation of mothers due to identity change.
This is the first layer of information conveyed by Haipu Nuokai to the new generation of mothers through video in 1897: "Seeing" the difficulty of new mothers. Seeing is the premise of empathy, and based on this, the brand extends a second layer of information: "understanding" the emotions of newborn mothers.
If "seeing" and "understanding" are the cornerstones of Thepsy 1897's in-depth dialogue with the new generation of mothers, then the concept of "always accompanying and experiencing growth together" is the brand's attempt to encourage the new generation of mothers to regain their lives and reach an alliance with them on the emotional level, that is, to "realize the integration of self and motherhood".
Usually, many people refer to women who have just become moms as "new moms." The "new life" and "novice" of Haipu Nuokai 1897 are only a word apart, but they contain more unexpected energy, adding more footnotes to the lives of women who have just become mothers: they not only complete the identity transformation of becoming mothers by giving birth to new lives, but also with the help of motherhood, women in the new era have also found a new self, that is, "I am not a natural mother, but the moment I become a mother, it is a new starting point for me to explore myself and the world."
This is the ingenuity of The 1897 March 8th section video of Haipu Nuokai: from feeding the pain point but not stopping at this pain point, but layer by layer to go inward, showing the plight of the new generation of mothers, while not forgetting to convey the brand's emotional support for the new generation of mothers - new mothers, but also the new life of mothers.
02
Knowledge: Build a support system for newborn mothers
Based on the in-depth insight into the feeding anxieties of the new generation of mothers, and as a milk powder brand, it is well aware of the complexity and importance of feeding, Hypnokai 1897 has not stopped and continued to choose Xiaohongshu, a social platform that gathers a large number of modern female groups, to build a comprehensive feeding solution with a three-step strategy and provide broad and deep knowledge support for newborn mothers.
The first is to establish a brand-exclusive topic word #海普诺凯新妈全方喂, create a feeding knowledge position, guide the new generation of mothers to find a place of belonging and base camp, strongly occupy the "feeding" label, and freeze the mental impression of brand "professional feeding" in the hearts of the target population.
At the same time, the forces of all parties are linked, under the framework of exclusive topic words, to create practical and effective feeding solutions: one is to invite industry experts and experienced mothers to share feeding experience, based on scientific theory and practical experience to endorse the whole feeding strategy, and the other is to involve more experienced mothers to join in, further enriching the breadth of sources and construction depth of feeding strategies.
Finally, many feeding experiences are integrated into a collection of feeding dry goods, and the topic heat and activity flow are closed from the official perspective, and a feeding knowledge support system is created for newborn mothers. Different from the conventional feeding strategy, this knowledge support system originates from the interaction and co-creation of the brand and the user, which not only strengthens the user's sense of participation, deepens its internal connection with the brand, but also gives the brand a unique intangible asset, so that the brand's "professional feeding" mind is further deeply rooted in the hearts of the people.
03
Product strength: strength to help newborn mothers feed with peace of mind
Under the foundation of providing emotional support and knowledge system support, Hypnokai 1897 continues to penetrate the advantages of products, build a complete communication link, provide consumers with diversified product support with the Lotus series as the core, and show the brand's unique "5 gold quality standards", "comprehensive scientific formula, special 59 kinds of refined nutritional elements" and other outstanding selling points and the positive image of "century-old ingenuity inheritance".
Taking the fist product "Hezhi Series" as an example, it can be seen that Haipu Nuokai 1897 is fully based on the product selling point to provide all-round product support for novice mothers and babies: "Double Benefit Combination + OPO" to help comfortable digestion, "Triple Parental Nutrition" to promote efficient absorption, "Rare Lactoferrin" to provide innate protection, "Multidimensional Intelligence Factor" to enhance intelligence, "Strong Bone Development" to give super athleticity, "Comprehensive Nutrition Blessing" to help babies perform all A - can be called "square force, all aspects." ”。
So far, from the marketing level, Hyp Kerno 1897 has based on the trinity strategy of "emotional power, knowledge and product power", and from the three dimensions of "sensibility, rationality and practicality", it has achieved the communication goal of comprehensively supporting each newborn mother, and has continuously increased the brand recognition of Cape Nokai 1897.
From the perspective of social significance, at the moment of the rise of women's power, The all-round support of Hypnokai 1897 for newborn mothers is also to give new strength to mothers in their own way, give support and companionship to mother groups and even female groups, release brand empathy, pass on brand humanistic care, and try to enhance brand recognition.
Finally, we would also like to take this opportunity to appeal that paying attention to women's growth is not a slogan, nor should it be generalized, but can go inward, do more delicate and deeper. Referring to the practice of Hepnokai 1897 focusing on newborn mothers, on the basis of subdividing female groups and insight into women's deep needs, starting from the richer dimensions of emotions, knowledge, products, etc., so that all "seeing", "understanding" and "support" can truly reach every woman, giving them more good possibilities for their lives and lives.