In the Internet era, the value of marketing traffic of nodes where potential energy gathers is further highlighted, especially the first May Day long holiday marketing node after economic recovery, which is not only a carnival of users' lives, but also a must-compete place for the marketing of major brands. Especially for FMCG brands such as food and beverage, which are strongly bound to catering and leisure and entertainment scenarios, how to grasp the fast pace of node marketing and the long-standing travel consumption demand of users, and integrate into various consumption scenarios of users through differentiated strategies is a difficult problem faced by major brands.
The essence of node marketing is to be able to accurately activate the strong demand of users in specific scenarios. During the just-concluded May Day holiday, Chun Zhen seized the characteristics of high traffic and high attention of the May Day promotion node through the exclusive title Douyin life service platform-level activity "Xindong May Day", and with the help of Douyin life services, explored a set of new three-dimensional marketing gameplay with multiple scenarios and accurate reach, integrated into the eating, drinking and entertainment scenes that young groups paid attention to, strengthened users' product awareness of Pure Zhen Zhen yogurt blueberries, and finally achieved a two-way breakthrough in topic popularity and sales.
Through online + offline consumption scenarios
Create "innocent" cognition
With the continuous improvement of consumption level, the pursuit of better quality of life has become the focus of consumers' attention, Chun Zhen hopes to start from the needs of consumers, let simple ingredients, drink full of fresh fruit pure Zhen Zhen yogurt, often accompany consumers' daily life, meet consumers' pursuit of simple and real life, return to purity and truth. This also coincides with the original intention of the Douyin Life Service "Heartbeat May Day" campaign to awaken users' needs for eating, drinking and enjoying a heartbeat quality life.
As a platform-level online + offline event launched by Douyin Life Service, "Xindong May Day" covers the three major industries of catering, wine and tourism, and comprehensive, and joins hands with a large number of merchants on the platform to open a multi-day online special session of May Day promotion, and through short videos, live broadcasts and other forms of planting grass users, in the 8-day live broadcast session, many experts and merchants in different fields actively participated, bringing consumers a pleasant holiday eating, drinking and fun experience, and offline ended with the "Xindong May Day Carnival", bringing consumers a wonderful heartbeat journey.
Based on the insight into the needs of consumers in the scene of eating, drinking and playing during the May Day holiday, Douyin Life Service and Chunzhen have explored a new set of gameplay: through the combination of "hot topics + influencer linkage + celebrity call", it not only arouses heated discussions online, but also arouses consumers' enthusiasm for deeply participating in offline activities. In the lively atmosphere of the May Day promotion and the holiday, Chun Zhen, with the blessing of platform-level activity volume, truly realized the interest of young users through node marketing, and built a deep connection between products and offline consumption scenarios in their hearts. In the lively atmosphere of the May Day promotion and the holiday, Chun Zhen, with the blessing of platform-level activity volume, truly realized the interest of young users through node marketing, and built a deep connection between products and offline consumption scenarios in their hearts.
· High-frequency exposure of ace resources, strongly correlated with offline consumption scenarios
In the main venue of the "May Day" online venue, Chun Zhen, as the exclusive title of this time, not only affects the user's mind with immersive coverage, but also jumps to the product purchase page through multiple entrances, building a complete conversion link. At the same time, Douyin Life Service integrates ace promotion resources - Douyin screen opening, exclusive Aladdin, search term display, and tab-display of food channels in the same city, etc., to continuously amplify brand exposure and provide brands with a complete marketing path from mental coverage - online grass planting - offline consumption - eating, drinking and having fun, and also bring better experience to consumers and release greater consumer demand.
Under the nodal activities of consumers' hot attention, continue to "brush their faces", so that target users who have the demand for eating, drinking and entertainment during the May Day period can visually connect offline consumption scenes with products while consuming food, leisure and entertainment, and establish the natural association between consumers' eating, drinking and entertainment scenes and pure Zhenzhen yogurt.
· Influencers and users take turns to plant grass to boost popularity
In addition, in order to better get close to the user's eating, drinking and fun scene, and at the same time leverage more traffic, Chunzhen linked with Douyin regional grass experts to check in on the spot, share the hot atmosphere of the carnival offline and the interesting interactive experience of the brand zone, promote the exposure of #Xindong May Day Carnival and #纯甄 topics, achieve the same frequency resonance with users, and further deepen the brand's awareness on the user side. This time, Chunzhen joined hands with "Xindong May Day", not only to pursue the large traffic of node marketing, but also to directly pay attention to the real needs and consumption scenarios of users in the node, so as to build a deep link with users and maximize communication efficiency.
Offline "City Events + Talent Exploration + Catering Crossover"
Immerse yourself in the scene of young people eating, drinking and playing
From May 6th to May 7th, the "May Day Carnival", as the final work of the "May Day" activity, ended successfully in Xiamen, which also pushed the May Day node marketing of Chunzhen to a climax. Through the three core sections of market + pop-up store + music festival, Douyin life service meets the needs of young users for eating, drinking and entertainment in one stop, naturally rooted the brand concept and products of Chunzhen into offline activities, and interacts with users at high frequencies in their interest scenarios, allowing the brand to deeply influence the minds of users.
· "Galaxy Ark Music Festival" live high-frequency exposure + pet fan activity to deepen user favorability
On May 7, the "Galaxy Ark Music Festival" gathered Zhao Lei, Escape Plan, Wang Ziyi, the landlord's cat, JA Fu Longfei and other popular national hot artists, rock hip-hop musicians, and Douyin hot song bands loved by young people, and Chun Zhen as the exclusive title of the "May Day" event, the music festival scene was exposed at high frequency, naturally integrating into the live atmosphere that young people like. In order to get closer to the interests of young people, Chunzhen's official platform opened a pet fan activity before the opening of the music festival, and interacting with Chunzhen's official Douyin account has the opportunity to get tickets for the festival, interact with interested users, and attract traffic for offline activities.
·「 Brand Zone" C position + surprise check-in activity + expert store exploration attracts attention
Check-in has gradually become the mainstream lifestyle that young people like, this time Chun Zhen set up a brand customized pop-up store at the carnival event site, and occupied the core position of the main stage of the music festival, creating a concrete brand scene to mobilize the enthusiasm of young users to interact, such as: in the designated area of the pop-up store combined with the image of pure Zhen yogurt to set up an interesting gacha machine, users scan the code to pay attention to the selection number of the official flagship store of Chunzhen, release Douyin video, that is, have the opportunity to participate in the interaction of the gacha machine, it is through such offline installations and interesting sets, It further strengthens its own youthful and energetic brand tonality. At the same time, high-quality experts are invited to visit the store and constantly strengthen the correlation between Chunzhen and the user's eating, drinking and entertainment scenes. In addition, in order to make users more engaged, Douyin Life Service has successfully attracted traffic to pop-up stores for customized check-in manuals for "Xindong May Day", and the first 100 visitors can also get pure Zhenzhen yogurt every day, so that Chunzhen is deeply bound to users' offline consumption scenarios and helps improve product reputation.
In the future, Chunzhen will continue to explore more scene marketing channels with Douyin Life Services, on the one hand, continue the "urban events + talent exploration store" model, and will land pop-up activities in important business districts such as Zhengzhou and Wuhan, and invite different types of experts to explore stores; On the other hand, we will carry out catering cross-border with regional eating, drinking and entertainment merchants, create a joint package of "regional cuisine X pure Zhen Zhen yogurt", focus on regional specialties, naturally integrate pure Zhen products and brand concepts, and strengthen the offline consumption scene perception of pure Zhen yogurt through the wonderful combination of catering cross-border CP. Realize brand marketing with one hand and sales conversion with the other, continue to broaden the boundaries of innovative marketing, and drive sustainable business growth.