Compared with the hot Mother's Day brand marketing in May every year, the Father's Day marketing in June always looks more "calm", even high-end watches, electronic products, high-end wines and other brands with middle- and high-income men as the main audience, are mostly based on single-point creative "blitzkrieg" promotion, and there are few integrated marketing methods.
Father's love is like mountains and seas, restrained and deep, but how to interpret this "restrained" love and how to deeply integrate with the brand? This June, the inner ginseng wine, which is positioned as China's high-end cultural liquor, gave the market a new interpretation of fatherly love with a temperature and a higher degree of integrated marketing, and stood out in the brand game on Father's Day.
IP closely follows the dual core of the festival brand
"13526" Fuyu code interprets the connotation of fatherly love
Father's Day has always been a marketing node for liquor brands, and the creative performance of father-son love has also tended to be similar in recent years, making it more and more difficult to trigger consumers' emotional resonance. The inner ginseng wine uses the theme IP of "Fuyu Wine, Father and Wine" to accurately express the selling points and festival themes of the brand; At the same time, the "13526" product process code is transformed into a spiritual "I love you in my life" father's love password, which takes this as the core and runs through the entire online and offline marketing communication.
Neisen Wine used the theme micro-movie "Father's Graduation Ceremony" as the breaking point to spread and break the game, radiating more than 83 million consumers across the country, causing widespread attention and topic discussion.
The whole film abandons the traditional white depiction method of growth record, and begins with a creative suspense of a "graduation ceremony" that surprised the father, attracting the audience to enter the role with the "father", eager to know what the meaning of this ceremony and the confession letter recorded with the "13526" digital password in his son's hand is.
With his son's emotional confession, the film reveals that "13526" is actually a love code to record the growth of his son and father. From suspense to revelation, from curiosity to emotion, consumers feel the warmth of father and son moving forward together through such a story of growth and inheritance, and gain insight into the restrained nature of father's love; At the same time, the story of time brewing love and fermenting the beauty of life is also related to the product attributes of Neiseng Wine that continue to brew tulips in time, as well as the brand proposition of "Introverted Qiankun and Enlightenment Tiandi", forming an ingenious and close intertext with the "13526" rich craft code.
In addition to the novel micro-movie ideas, Neisenjiu also invited the old Fan Kaijie next door to sing the theme song of the same name of the event IP "Father and Wine" this time, with sincere emotions and vicissitudes of voice that touched the heartstrings, singing a simple but worthy of a lifetime of restrained fatherly love.
On Father's Day, an important marketing node of wine companies, the internal reference wine selection is quasi-music marketing track: in the face of the implicit and introverted Chinese father and son who are accustomed to hiding love in their hearts, instead of saying a lot of words, it is better to sing out their love, create an expression carrier loved by the public, interpret it with songs, convey the Chinese-style father's love with great oriental wisdom, do not follow the common Father's Day confession routine in the industry, deeply embed the IP of "Fuyu Wine, Father and Wine", bind the brand culture to convey love with songs, and start a two-way emotional warming journey with the customer group. "Father and Wine" uses the star effect to quickly ferment on major mainstream media platforms, with an exposure of more than 140 million, occupying the communication highland of social platforms and enhancing brand recognition and reputation.
In addition to online dissemination, themed micro-movies are also broadcast offline in theaters, flash mobs perform theme songs at offline events in business districts, and bloggers and KOLs on major video communication platforms also recreate micro-movies and theme songs to achieve the effect of multi-line communication interaction, fission user attention and dissemination.
Multi-dimensional marketing matrix blessing
Creative scene marketing links the core of brand culture
"Father is like mountains and seas, hidden in the Qiankun", Father's Day always focuses on the restrained and wisdom of fatherly love, with more diversified marketing creativity and more emotional marketing scenarios, layout the theme activity IP matrix, and dig deep into the emotional value of the brand.
The marketing campaign lasted for a month, starting after Mother's Day, hand-held million-level Douyin big V "Jiang Cheng" performed "debunking the 'mother's love spokesperson'", taking advantage of the momentum; The hand-drawn long picture "My Acting Dad", the interactive SVG "Dazzling Father" and "Father's Time Machine" H5 continue to heat up the topic of fatherhood, increase the attention of the event, and build an emotional communication bridge between the inner ginseng wine and the target customer group.
The accumulation of online word-of-mouth and soaring popularity have empowered the brand's offline scene marketing. The diversified theme activities of internal ginseng wine broke out at multiple points, accurately reached the C-end consumer circle, interacted efficiently, occupied consumers' minds, ignited consumers' emotional temperature, and locked in potential audiences.
The father's love subway train shuttles through the city, enlarged the creative interactive space to the urban aorta infinitely, creating an efficient immersive father's love interactive scene.
The "13526 Father's Love Museum" themed interactive space targets Changsha's high-end business district, accurately reaches the target customer group, and continuously interprets the "13526" rich craft code in a more emotional temperature and cultural communication context, so as to achieve close brand spiritual reach with the target customer group.
With online efforts and offline sublimation, the multi-dimensional marketing matrix of Father's Day of Neisengjiu effectively focuses on the attention of target customer groups, releases brand charm, establishes value resonance, and stores strength for the cultural core of Neisengjiu to always focus on operation.
Private banquets in circles dig deep into the inheritance of family customs
Drive the value of brand culture to be maximized
With the continuous evolution of consumption scenarios, major wine companies have tried to broaden the market and seize the track through the way of brand youth, trend or high-end, and the circle private banquet of Neiseng Wine on Father's Day has opened up a different way, based on the wisdom of traditional Chinese family style, to push the circle marketing of cultural liquor to the peak.
The inheritance of Chinese's family style is not only the love between father and son, the expectations and entrustment of fathers for generations, but also a symbol of oriental demeanor and wisdom. From the "growth and inheritance" expressed in the micro-movie on the theme of inner ginseng wine, to the father's love motto in the "Father's Love Collection", the inheritance of family style and family training is not only the spiritual core of this event, but also the brand wisdom of "Introverted Qiankun and Enlightenment Tiandi", and the deepest life wisdom in the bones of Chinese literary style.
Through the creation of the "Appreciation of Family Style Banquet" themed exclusive banquet, "Family Style Inheritance Private Chef Banquet" VIP customized private banquet and the "Heirloom Wisdom Culture Appreciation Meeting" in specialty stores, the growth of father's love is sublimated to the inheritance of father's family style wisdom, and a high-end liquor tasting scene that enhances the height of humanities with love and temperature has been successfully built, and with nearly 100 marketing activities, it has quickly obtained the spiritual value recognition of high-end elite circles and amplified the influence of target customer groups.
"Family Style Banquet" themed exclusive banquet
"Family Style Inheritance Private Chef Banquet" VIP customized private banquet
Specialty store "Heirloom Wisdom Culture Appreciation"
On Father's Day, Neisengjiu used a multi-dimensional marketing matrix to build multiple IP scenarios, covering more than 320 million people and accurately reaching nearly 9 million target consumers, which is a successful attempt to integrate traditional humanistic feelings, oriental fatherly wisdom and innovative integrated marketing, and is also a strategic layout for the brand to deeply sublimate emotional value, cultural value and circle influence.
Holding high the banner of China's high-end cultural liquor, Neisengjiu has always released huge development potential and potential in the high-end liquor market with an image full of philosophy and wisdom. From the "13526" rich craft code to the spiritual core of unceasing inheritance, Neiseng Liquor has always been positively empowering China's liquor industry, and it is believed that in the future development, Neiseng Liquor brand will always achieve value resonance with consumers, expand a new track of development with connotation and heritage, persistence and innovation, and temperature and height.