Text丨Tian Yu
Brand Finance, a brand valuation and strategy consulting company, released the list of "Top 500 Global Brand Value", and the retail industry once again became the second most valuable industry sector in Brand Finance's Global Top 500 rankings, with more than 10 brands on the list. The top 5 brands on the list are all worth more than $100 billion.
Woodreff, the former president of Coca-Cola, said that even if Coca-Cola's global production plants were destroyed by fire overnight, as long as the Coca-Cola brand remained, he could rebuild a new Coca-Cola kingdom in a few years. The value of the brand speaks for itself.
In the increasingly fierce consumer market, one of the growth engines of e-commerce platforms is pinned on brand value, and has successively built e-commerce super brand days, completing its efforts in one battle, expanding the e-commerce performance of brand merchants, and earning both quality and efficiency. Ebang Power will take Tmall Super Brand Day and Douyin E-commerce Super Brand Day as the observation position, and regularly launch a summary monthly report of different brands participating in the two e-commerce platform Super Brand Days every month to provide reference for the brand's major event marketing.
01
Douyin E-commerce Super Brand Day
As the head IP of Douyin e-commerce, Douyin E-commerce Super Brand Day has always played the role of amplifying the circle effect of big brands on the platform, helping brands create exclusive "marketing nodes" by integrating the advantages of the platform, and achieving a double harvest of product promotion and goods, including Super Brand Day, Super Brand Opening Ceremony, and Super Brand Day Coupling Promotion Edition, providing diversified marketing solutions for head brands from different dimensions. It is reported that from 2021 to 2022, more than 100 brands participated in the Douyin e-commerce super product project, including Coach, Ecovacs, Proya, Elizabeth Arden, Adopt a Cow, Zwilling Ren, Dior, Estee Lauder, etc.
According to the agency operation service provider, the Douyin e-commerce super product project mainly includes six marketing links: new product launch, brand upgrade, brand anniversary, spokesperson official announcement, opening and holiday marketing. In January, February and March this year, Ebang selected the following brand cases to participate in the Douyin E-commerce Super Brand Day, in order to provide reference for brands to participate in platform marketing.
▎ Han Shu
From January 13th to 28th, Han Shu opened the Douyin E-commerce Super Brand Day.
Content marketing: Han Shu and Douyin jointly carried out Super Brand Day activities, and carried out Spring Festival marketing through a series of activities such as the release of annual TVC, talent planting, and a limited gift box for the Year of the Dragon, so as to cultivate the market mentality of "national brand".
In the annual TVC "Love Together, Red Together" released by Han Shu, the brand combines the traditional Chinese New Year red with Han Shu's brand red, showing a variety of "Chinese New Year" customs across the country: pasting Spring Festival couplets, lighting lanterns, rubbing mahjong, grabbing red envelopes, making styling... Through the comparison of customs in different eras 20 years ago and 20 years later, it is expressed that "everyone has their own New Year's ritual".
In addition, in this TVC, Han Shu creates a lively and festive New Year's atmosphere through the ubiquitous red, conveying the concept of "reunion is slowly becoming red", which arouses emotional resonance with users. It is worth mentioning that during the entire New Year's Festival, Han Shu also cooperated with Jiang Seventeen, Qiao Qiyue, Mo Xie, Ding Gongzi and other head experts to customize more than 40 short dramas, with an exposure of more than 300 million.
At the same time, Han Shu also joined forces with Xiaochen Wuni, Grandma Xu of 80, Victoria and other top influencers online to portray the lively New Year's gift scene, reach more people, and link up with a number of KOC experts to plant New Year's goods on the whole network, and release short videos to share the real evaluation experience. Offline, Han Shu also held a flash mob event at Shanghai Hongqiao Airport to attract users to participate in the event.
Product side: The brand's main product on this Super Product Day is the limited gift box for the Year of the Dragon of the Han Shu Red Waist, including the Han Shu star product Red Man Waist series, which uses scientific compound peptide technology to help maintain the skin. In addition, Han Shu's gift box extracts the most recognizable "Han Shu Red" in the brand vision, which fits the festive atmosphere of the New Year, and binds the "Red Waist" series with the themes of "Gift to Lover" and "Reward Yourself", turning the gift box into a medium to convey New Year's blessings.
Data performance side: According to media reports, from January 13 to 28, Han Shu's cumulative GMV exceeded 430 million. According to Qingyan intelligence data, Han Shu's GMV on Douyin exceeded 700 million in January, a year-on-year increase of more than 7 times, and its Douyin GMV was 3.34 billion yuan last year, ranking as the TOP1 in the Douyin beauty category.
▎HOURGLASS
ON JANUARY 13, HOURGLASS OPENED THE DOUYIN E-COMMERCE SUPER BRAND DAY.
Content marketing side: HOURGLASS took the opportunity of the official announcement of Zhong Chuxi as the brand spokesperson, and through a new endorsement blockbuster, Zhong Chuxi interpreted the upper lip effect of the new product "Small Golden Tube Solid Lip Gloss", and continuously strengthened the characteristics of the new product water light mirror makeup effect through visual language such as lens magnification and close-up.
At the same time, the brand launched the topic of "Little Golden Tube Solid Lip Gloss" on Douyin, inviting beauty experts such as "Doudou _Babe", "Shit Little Fresh Meat Bun", and "Playing with This Makeup" to try out colors and share them, further expanding the scope of the event and new products.
Product side: The main product of HOURGLASS on this super product day is the new "small gold tube solid lip gloss", which includes 8 new colors such as peach smoothie, cinnamon milk tea, oolong tea brown, and nude peach. It is understood that this is the exclusive debut of the brand's small gold tube solid lip gloss on the Super Brand Day of Douyin Mall, focusing on watery and light lips, full and light, the upper lip is plump and moisturized, and the lip lines are not mottled.
Data performance side: HOURGLASS's main communication topic on Douyin "Xiaojinguan Solid Lip Gloss" has been played more than 100 million times, and the new endorsement blockbuster co-created with the new spokesperson Zhong Chuxi has more than 27,000 likes, and the data performance is the best among all works in the whole month. Among them, the brand's live broadcast sales on January 7 were about 1 million to 2.5 million, which was the highest in the month.
▎ Herb flavor
From January 13th to 28th, Baicaowei opened the Douyin E-commerce Super Brand Day.
Content marketing: The brand launched omni-channel marketing with the theme of "Flavorful Baicao Flavor Every Year", and released the short film "Grandma's Pocket" for the New Year: When I was a child, my grandmother's apron pocket always contained chestnuts, peanuts, pistachios and other nut snacks; In the scene of returning home during the Spring Festival, the brand used the perspective and tone of the spokesperson Bai Jingting to link Baicaowei's products with the "New Year's flavor", giving the products a strong emotional color, and further expanding the brand and the volume of activities.
Product side: The brand's main product on Douyin E-commerce Super Product Day is the Baicao-flavored New Year's nut gift box, including Baicao-flavored purple-skinned cashew nuts, original macadamia nuts, pistachios, pine nuts and other classic nut products. In addition, baicao-flavored duck neck, spicy beef, yogurt hawthorn dice, plum preserves, seaweed meat floss rolls, snowflake crisp and other meat lo-mei, dried fruit preserves, and biscuit puffed products all participated in the Super Day activities.
Data performance side: Baicaowei's main communication topic "Baicaowei every year" has been played more than 220 million times on Douyin, read more than 160 million times on Weibo, and discussed more than 2.25 million. At the same time, another communication topic of the brand on Weibo, "Bai Jingting takes you to buy New Year's goods", has more than 51.56 million views and more than 1.06 million interactions. According to Feigua data, the live broadcast of Baicaowei's official flagship store with Bai Jingting's appearance on January 20 exceeded 2.95 million views, and the number of likes exceeded 3.81 million, the highest in the month.
▎Baseus
From February 18th to February 27th, Baseus opened the Douyin E-commerce Super Brand Day.
Content marketing: At the marketing node of the New Year, Baseus linked up with Wang Yibo, the global spokesperson, and Liu Genghong, a sports and fitness expert, to send New Year's greetings to users, and build momentum for new product gift boxes and event promotion. In the Douyin station, the brand also launched the "Baseus AI Buff Challenge", linking Tie Dan Diary, My Girl is called Joey, Bai Xiaohei Bu Hei and other Douyin experts, attracting users to add designated topics and stickers and interact with the Baseus official flagship store in the form of reward money, so as to expand the brand and the volume of activities.
Product side: In addition to the newly launched New Year's BUFF gift box, Baseus's main products this Douyin e-commerce super product day include magnetic and pluggable power banks, 65W gallium nitride fast charging heads, fast charging cables and other digital accessories products, as well as spokesperson peripherals such as Wang Yibo's humanoid stand.
Data performance side: Baseus's main communication topic "BUFF in place and good luck doubled" has more than 340 million views and 4.29 million discussions on Weibo, and the promotional blockbuster of Super Product Day released by Wang Yibo on Weibo has more than 4.55 million likes and more than 1 million retweets.
The main communication topic on Douyin, "Baseus AI Buff Challenge", has been viewed more than 410 million times, and another topic, "Baseus Xiaofei Box", has received more than 23.83 million views. According to Feigua data, Baseus' official flagship store sold between 1 million and 2.5 million live broadcasts on February 22, with more than 1.54 million viewers, the highest in the whole month.
▎STACCATO
On March 27, Sijiatu opened the Douyin E-commerce Super Brand Day.
Content marketing side: Sigato this Super Product Day took the global spokesperson Yang Mi to dial a voice call and "mysteriously disappeared" and replied to the appearance as a clue, and by the way, a new endorsement blockbuster appeared by him, through the topic of "Follow me now", invited fans, users and Yang Mi to participate in the "Fantasy Fun Game" created by the brand, which not only promoted the brand products and Super Product Day activities, but also expanded the brand voice.
On the Douyin site, STACCATO launched the "Follow Me Now" Douyin National Task Topic Challenge, attracting users to participate in the event with traffic and rewards for drawing new shoes, using STACCATO to specify filters and posting video content with corresponding topics, and interacting with the "STACCATO Official Flagship Store". On March 30, Yang Mi also participated in the brand's live broadcast on Douyin that day to build momentum for the event.
Product side: The main products of Sigato this Douyin e-commerce super product day are new Diva fairy fisherman flats in the spring of 2024, small gold brick jazz loafers, rose thorn sandals high heels, Monica pointed toe high heels, Sands slow shoes Birkstock shoes and other new products. It is reported that the Sands slow shoes Birstock shoes are made of leather material, which is convenient for comfort and breathability, and at the same time, the multi-color matching with gold and silver square round buckles can show a dazzling sense in the sun, and the comfortable outsole ensures the stability of users when wearing shoes.
Data performance: As of April 2, Sigato's main communication topic on Douyin, "Follow Me Now", has more than 36.65 million views, and more than 37,000 users have participated in it. According to Feigua data, the sales volume of Sijiatu's official flagship store on March 30 was between 7.5 million and 10 million, and the number of viewers also exceeded 3.56 million, the highest in the whole month.
02
Tmall Super Brand Day
Tmall Super Brand Day is a marketing IP created by Tmall in 2015, and participating brand merchants can form a deep link between brands and consumers through Tmall big data and digital marketing to enhance brand voice and increase sales. This is the largest brand joint marketing position on the Alibaba platform, and it is committed to creating "Double 11 for the brand". It is reported that Tmall has cooperated with more than 200 brands and more than 300 super product days.
In January, February and March this year, Ebang selected the following brand cases to participate in Tmall Super Brand Day, in order to provide reference for brand participation in platform marketing.
▎ Paris Kérastase
On January 3, Kérastase Paris officially opened the Tmall Super Brand Day.
In terms of products: The brand's main product on Tmall Super Product Day is the previously upgraded third-generation "Haiyuan Black Diamond" shampoo and hair care series. In 2012, the brand pioneered the concept of caviar hair care, and the third generation of the "Haiyuan Black Diamond" series continues the concept of caviar hair care, through the whole chain of hair repair, improve its hydration and repair power. Not only that, the "Haiyuan Black Diamond" series products also pay attention to the steps of listening, smelling, ordering, melting and protecting, so as to provide users with a high-end salon care experience at home. In addition, Karastase Platinum Shampoo, Genki Ginger Scalp Essence and other shampoo products also participated in this Super Product Day event.
Marketing: On January 3, Kérastase Paris officially announced actor Deng Wei as the brand's spokesperson in Greater China, and released a brand blockbuster and graphic poster from him to promote the newly upgraded third-generation "Haiyuan Black Diamond" washing and care series.
Not only that, this super day of Kérastase Paris will focus on the theme of "awakening the vitality of hair" of the "Haiyuan Black Diamond" washing and care products, and will link with offline art exhibitions, inviting Xu Kai, the spokesperson of the brand, Xi Mengyao, the ambassador, Xiao Xue, the former editor-in-chief of ELLE, and the fashionista nini, to share the unique stories with the products and convey the experiences of "healing" and "shining with confidence".
In addition, the official flagship store of Kérastase Paris also launched a limited-time promotion on Super Product Day, attracting fans to participate in the event through the spokesperson's surprise merchandise and purchase the same gift box.
Offline, Kérastase Paris also held the Haiyuan Black Diamond Art Exhibition in Chengdu, through the creation of five exhibition spaces - Legendary Brand Zone, Black Diamond Light and Shadow Zone, Deep Sea Laboratory, Five Senses Experience Zone and POWERTALK, to illustrate different themes such as "Ingredient Origin" and "Healing and Repair". In addition to celebrity guests such as Xu Kai, Xi Mengyao, and Lin Yun, the brand also invited outstanding women in different fields to share their experiences and stories to convey the power of women. At the same time, the brand is also synchronizing the exhibition online, providing users with an immersive online exhibition experience.
In terms of data performance, the main communication topic of Kérastase Tmall Super Brand Day in Paris, "Kérastase 13 Years of Caviar Hair Care Legend", has more than 490 million views and more than 33.26 million interactions, and another topic, "Deng is the brand spokesperson of Kérastase Greater China", has more than 760 million views and more than 19.08 million interactions.
▎Proya
On January 3, Proya opened the Tmall Super Brand Day.
In terms of products, the main product of the brand's Super Product Day is the newly released "Energy Essence", in addition, skin care products such as ruby essence and double antibody series are participating in the Super Product Day activities.
It is understood that Proya's newly released "Energy Essence" is a dense anti-wrinkle essence for "fatigue aging", adding red sandalwood extract on the basis of the original core ingredients, which can help improve tired skin after staying up late and lighten the whole face lines. In addition to the previously released energy essence oil, cream, eye cream and water emulsion products, Proya Energy Series already has 6 SKUs, which are in the price range of 400-1000 yuan, which is the brand's high-end skin care line, supplementing the blank price band of the three series of Yuanli, double antibody and ruby.
Marketing: Proya launched a joint marketing campaign with the launch of new products on this Super Product Day, and endorsed the previously upgraded "Ruby Cream 3.0" and energy essence products through brand ambassador Zhang Ruonan as a guest in the Tmall live broadcast room. In addition, this live broadcast was also linked with Proya's New Year's Eve "Thank You to Remember" activity to collect a large number of high-quality user stories, which were extracted and read out by Zhang Ruonan to deepen the emotional connection with users and enhance user loyalty.
▎ SkinCeuticals
On January 4, SkinCeuticals opened Tmall Super Brand Day.
In terms of products, the main product of the brand's Super Product Day is the combination of SkinCeuticals Purple Rice Essence and A.G.E. Cream. It is reported that SkinCeuticals purple rice essence contains a medium concentration of 10% bosonine solution, bosonine (also known as hydroxypropyltetrahydropyranotriol) is a xylose derivative with anti-aging actives, extracted from beech trees, which can promote the production of more hyaluronic acid and collagen in the dermis layer of the skin, change the adhesion between the dermis and epidermis, help maintain the elasticity of the dermis layer of the skin, prevent skin aging, and together with A alcohol and peptides, it is known as the "anti-aging triumvirate" in the skin care industry.
Previously, Bosein was an exclusive ingredient of L'Oréal, but in 2020, L'Oréal's 20-year Bosonine raw material patent expired. SkinCeuticals A.G.E. cream also contains a 30% high-concentration bosonine solution, which is known as the "Black Bandage Replacement" of Helena, a high-end skincare brand under L'Oréal.
In terms of marketing: SkinCeuticals focused on the "power of professionalism" in this Super Product Day event, and the joint media "New World Phase" selected "professionals" in four different fields: acting, dance, scientific research, and skin care, and presented the brand's "scientific and professional" characteristics with the personal experience and attitude of actor Deng Wei, free dancer Hu Jie, deep-sea and polar scientist Tang Limei, and dermatologist Song Weimin.
In terms of data, brand ambassador Deng Wei appeared on camera to promote the high-concentration Bose combination product of SkinCeuticals and received one million retweets, and the official Weibo of SkinCeuticals also received more than 390,000 retweets after reposting this Weibo, the highest in January.
▎CeraVe
On January 4th, CeraVe kicked off Tmall Super Brand Day.
In terms of products: The main products of CeraVe Super Product Day are classic products such as Shenoyl C Milk and Repair C Cream. As a brand of L'Oréal Dermatology & Beauty, CeraVe's focus has always been on skin barrier repair, so all of the brand's products contain triple ceramides, combined with the brand's patented MVE graded release technology, which can help continuously repair the skin, providing gentle and effective care.
Marketing: It is understood that this is the first time that CeraVe has participated in the Tmall Super Brand Day, and it is linked with the offline Aranya Jinshanling "Barrier First, Good Skin, CeraVe" theme of the barrier repair release summit.
In an interview with Madame Figaro, Zhou Shuangwei, General Manager of CeraVe brand, said: "As the 'barrier' is gradually recognized by consumers, we find that consumers have a 'blind spot', that is, the connection between 'barrier' and 'good skin' is still unclear." She said that in fact, the skin barrier is like a skin protection shield, "internal protection nutrients are extraordinarily anti-damage, is the foundation of all skin care", the barrier can actually be understood as the "four walls" of a house, the wall is not stable, the house will not be stable.
In this context, CeraVe proposes "barrier first" to the public, emphasizing that the first step of skin care is to repair the skin barrier, from helping consumers achieve the scientific skin care goal of "creating a healthy barrier, resisting external aggressions, and reducing skin problems".
In the brand's live broadcast room on January 5, CeraVe attracted fans to participate in the event by drawing prizes such as spokesperson Zhang Linghe's small card and autographed gift boxes.
Offline, the brand held a barrier repair launch summit, and invited the brand's cleansing spokesperson Zhang Linghe, star Ren Hao, and @黑狗酱· MO and other KOLs participated in the competition, using the brick wall structure of the Great Wall as a metaphor for the skin barrier, and shared the repair effect of ceramides on the skin barrier.
▎Head & Shoulders
On January 8th, Head & Shoulders opened Tmall Super Brand Day.
In terms of products: The main products of the brand Super Product Day are Head & Shoulders Anti-Dandruff Shampoo, Scalp Care Shampoo, "Jane" series shampoo, silky smooth shampoo and other anti-dandruff and scalp care products.
Among them, the "Jane" series is the first anti-dandruff shampoo with only 9 kinds of exquisite ingredients, launched in October last year, which is simple and efficient, can achieve long-lasting dandruff and gentle and scalp effect. It is worth mentioning that this series of products also uses sulfate-free plant extracts to reduce the amount of plastic used by 35%, helping to reduce the burden on the scalp and the global environment.
In terms of marketing, Head & Shoulders collaborated with brand spokesperson Andy Lau, brand ambassadors Miriam Yeung and Li Xueqin to carry out super product day marketing. Among them, the brand released a suspenseful short video, Andy Lau entered with a red gift box, but after opening the gift box, there was nothing inside, inviting users to open Tmall to search for Head & Shoulders, experience the brand's new flagship store, and discover the hidden good things in the blind box.
In addition, Head & Shoulders also released the TVC of Miriam Yeung, the brand ambassador of Tanban, to promote the characteristics of the product's weak acid formula mild and non-irritating, oil control and fluffiness, hydration and other characteristics through quick questions and quick answers, and to bless users with the New Year's custom of "washing sloppy" in Guangdong, and to welcome the New Year from the "beginning".
▎OPPO
On January 8, OPPO opened Tmall Super Brand Day.
In terms of products, the main product of the brand Super Product Day is the newly released OPPO Find X7 series. It is reported that the OPPO Find X7 series is known as the "flagship of the gods". In terms of appearance, the machine adopts a concentric universal design, and the lens module refers to the full ridge design of professional camera lenses to highlight the three-dimensional sense of the lens.
On the basis of the flagship chip Dimensity 9300, the OPPO Find X7 also deploys a large AI model with 7 billion parameters locally, creating strong AI capabilities through device-cloud collaboration. Among them, the new AIGC elimination function not only supports the identification and segmentation of 120 types of subjects, fillable and natural generation, but also realizes hair-level fine cutouts. At the same time, the Oppo Find X7's Smart Summary feature can automatically understand the content of the call and summarize the summary.
In terms of imaging, OPPO Find X7 carries a new generation of super light and shadow image system developed by OPPO and Hasselblad, equipped with a new super light and shadow triple main camera system, including 1/1.4 inch 50 million pixel large bottom wide-angle main camera, 64 million super light periscope telephoto, 50 million pixel ultra wide angle, with the new super light and shadow image engine and Dimensity 9300 powerful computing power, plus Hasselblad shadow tuning, the pictures taken are excellent in terms of color, image quality and light and shadow.
In terms of marketing: OPPO's Super Product Day event is linked to the launch of its Fengshen flagship Find X7 series. In order to highlight the strength of the product's imaging, OPPO invited Wu Ershan, director of "Fengshen", Liu Zhenyun, winner of the Mao Dun Literature Award, Zhu Jiejing, chief of the Shanghai Song and Dance Troupe, and navigator Zhai Mo to reproduce the vivid world with images. In the successively released advertising TVCs, through the life stories and sample presentations of the above-mentioned celebrities, OPPO fully demonstrates the "freedom of composition across distances" brought by the new "1-inch dual periscope and four main cameras" image capability, "professional Hasselblad portraits clearly capture the moment of looking back", "Hasselblad natural colors present vivid moments" and "super light and shadow image engine makes light and shadow natural and real and palpable", and subtly implants the selling point of the product "the world's first double periscope and four main cameras".
In terms of data, the brand's main communication topic on Weibo, "OPPO Find X7", has more than 720 million views and more than 1.94 million interactions. According to the brand's official Weibo, the OPPO Find X7 is 402% of the previous generation in 5 minutes of omni-channel sales, and the omni-channel sales on the first day of sale are 317% of the previous generation.
▎ Mars Wrigley
On January 9, Mars Wrigley opened Tmall Super Brand Day.
In terms of products: The main products of Mars Wrigley Super Day include its brands Dove Classic Bowl, Dove Moutai Chocolate and Relong Gift Boxes containing Snickers, Dove Chocolate, Crispy Rice and other products. Among them, Dove Moutai Liquor Heart Chocolate is another co-branded product of Moutai after the sauce latte, which was first launched in September 2023, and each chocolate contains 2% 53% vol Moutai, which is "empty in seconds" when it is put on the shelves. According to previous media reports, the cooperation between Moutai and Dove is for the partner to purchase Kweichow Moutai for processing, and the purchase is 500ml 53%vol Moutai.
"I am very pleased to see the wonderful new product launched by Moutai and Dove Chocolate, which will not only create endless possibilities for the food industry, but also create more happy moments for Chinese consumers. At the signing ceremony between Mars and Kweichow Moutai, Andrew Clarke, global president of Mars Snack Foods, a division of Mars, said in his speech video that "this is a real milestone moment."
Marketing: Mars Wrigley, in collaboration with fashion media "Harper's Bazaar", invited 15 "Chinese people" from all walks of life such as fashion self-media, music entertainment, coffee, and automobiles to appear on the camera to shoot product promotional videos, presenting New Year's prospects such as happiness, comfort, blessing, boiling, and freshness, and implanting the characteristics of its products.
Offline, Mars Wrigley exhibited the "Joy of the Youth" video exhibition in Beijing's 798 Art District, hoping to show the spiritual outlook of the descendants of the dragon through the smiles in the video blockbuster, and convey positive energy and joyful moments.
In terms of data, the brand's main communication topic on Weibo, "The Descendants of the Dragon, Joy of the Dragon", has more than 42.17 million views and more than 130,000 interactions, and the communication topic of its brand Dove, "Youfu Enjoys Happiness Every Year", has more than 740 million views and 15.18 million interactions.
▎ Pantene
On February 19, Pantene opened Tmall Super Brand Day.
In terms of products, the main products of the brand Super Product Day are "Pantene Volumizing +" scalp hair root essence, third-generation collagen foam elastic hair mask, deep water foaming elastic shampoo, capsule hair care essential oil and other star products.
It is understood that Pantene Volumizing Scalp Hair Root Essence is the brand's blockbuster new product, which is the first scalp care essence, which can help improve the hair barrier and strengthen hair roots by adding niacinamide and pro-vitamin B5 ingredients for a compound formula. The third-generation collagen foam hair mask is Pantene's star product, which was just launched in September last year, adding PRO-V B5 to generate the hair core bonds, plus skincare-grade ingredients collagen to stabilize the hair core bonds and help nourish hair.
In terms of marketing: During the Super Product Day event, Pantene mainly seized the important time node of "starting the new year", and carried out new product marketing and emotional communication with users with the help of homophonic stalks "from scratch", which not only pointed out the use of the product, but also contained the good wishes of "starting from scratch, new year and new atmosphere". At the Tmall flagship store, Pantene launched a number of live broadcasts, inviting celebrities and KOLs such as Charmaine Sheh, Wang Feifei, Fei Qiming, and "Strange News Couple" to participate in the event to share their product use experience and experience, helping the event to further break the circle.
▎Xtep
On March 17, Xtep opened Tmall Super Brand Day.
In terms of products: The main products promoted by the brand in this Super Product Day event are new products such as Fan Chengcheng's same "Xtep 360X running shoes" and Xtep 260X running shoes. In addition, nearly 400 apparel and footwear products, such as Xtep hydrogen wind 7 running shoes, 2,000 kilometers running shoes, sweatpants, running jackets, baseball uniforms, and basketball shoes of Wang Hedi, participated in the Super Product Day event.
In terms of marketing: Xtep's marketing focus on this Super Product Day is "professional running shoes on a daily basis", and a short film with the theme of "Easy Running Excellence" was released before the start of Super Product Day, which depicts young people in different states wearing new products in running sports, indoor treadmill exercises, daily street walks and other life scenes, implanting the champion version of the running shoe series Xtep 360X new shoes can adapt to the characteristics of different use scenarios, and use this to promote the new shoes "not only in the field, at the feet of the champion, but also in the pursuit of every step of life." ”
Offline, on March 17, Xtep held a new product launch conference for the Xtep Champion Running Shoes family in East Lake, Wuhan, where a number of sports runners were invited to run by the East Lake wearing Xtep 360X series running shoes to expand the influence of the event in the interest circle. At the same time, Xtep also invited brand spokesperson Fan Chengcheng to participate in the event to share sports experience and feelings, which was broadcast live in the official live broadcast room of Tmall.
In terms of data, the brand's main communication topic on Weibo, "Xtep 321 Running Festival", has more than 56.01 million views and more than 2.02 million interactions, and another topic, "Easy Running Excellence", has more than 59.79 million views and more than 2.1 million interactions.
▎ Caitang
On March 22, Caitang opened Tmall Super Brand Day.
In terms of products: The main products promoted by the brand in this Super Product Day event are the "Guanyi" Summer Palace co-branded makeup, including the four star products of Caitang three-color contouring plate, small round tube foundation, concealer plate and primer.
It is understood that the "Guanyi" series is a joint packaging specially customized by Caitang for its four star products, the packaging is inspired by the ancient garden layout of the Summer Palace, with different light and dark structures as the entry point, corresponding to the scenic spots in the Summer Palace, such as the Guanyi limited multi-effect primer reproduces the "Seventeen Hole Bridge" landscape, and the Guanyi limited three-color concealer plate is taken from the "Xidi Yudai Bridge" scenery, combining makeup with garden art. In this collaboration, Caitang uses the "unity of nature and man" of the Summer Palace to reflect the brand's concept of "unity of makeup and man", and tries to bring the triple realm of "habitat", "painting" and "artistic conception" of Chinese gardens to users.
This is not the first time that Caitang has cooperated with ancient buildings, museums and other institutions with traditional Chinese art, last year, Caitang cooperated with the Zibo Ceramic Glass Museum to launch the "Liuguang Wanqing" Qixi limited gift box.
Marketing: With the theme of "Watching the Beauty, Watching Oneself and Makeup and Others", Caitang interprets the Chinese romance of "corridor waist and man, virtual and real, shade and shade" through the interpretation of brand spokesperson Chen Duling in the theme short film. Not only that, Tang Yi, the founder of Begonia, also used the "Guanyi" series of products to depict the elegant makeup of Chen Dulingmi, explaining the highest level of "natural" makeup, and implanting products in the documentary video to integrate the selling points such as the lakes and mountains of the Summer Palace. During the release of the series of short films, Caitang also launched an interactive topic of "Watching the Beauty, Watching Yourself and Makeup People in One", inviting users to share their experience in Chinese makeup aesthetics and expanding the influence of the event.
From March 18th to April 15th, Caitang also launched the interactive activity of "Guanyi" picture scroll, inviting users to collect summer palace scenery cards for two-way interaction.
In terms of data, the brand's main communication topic on Weibo, "Guanyi, Guanyi, Makeup and People's Unity", has more than 9.74 million views and 298,000 interactions, and another topic, "Caitang Summer Palace Co-branded Guanyi Series", has more than 3.65 million views.
MakeUpForEver
On March 24th, MakeUpForEver kicked off Tmall Super Brand Day. The LVMH group announces its professional makeup brand.
In terms of products: The brand's main product in this Super Day event is Cheng Yi's same "oxygen" foundation gift box, including Mei Kefei's new oxygen foundation and beauty egg set. In addition, more than 30 makeup products such as the brand's stunning master velvet nude lipstick lipstick, setting powder, high-definition simulated skin foundation, moisturizing and lasting makeup spray, etc., participated in this Super Product Day event.
It is understood that the "oxygen" foundation contains 86% skin care extract, and the core moisturizing ingredient is sodium hyaluronate, which can moisturize the skin and help long-term moisturizing. What's more, the foundation has a creamy lightweight texture and light coverage, which can help users create a watery finish that is suitable for dry and mixed skin.
Marketing: The brand's Super Product Day marketing mainly focuses on the new product "oxygen" foundation liquid for new product marketing. Before the start of Super Product Day, Mei Kefei released a new product promotional video on the official Weibo and other channels by Cheng Yi, the global brand spokesperson, showing a series of shots of the foundation liquid from extrusion to makeup, etc., and presenting the new product with a cool blockbuster visual language "With the blessing of water-locking technology, 24-hour hydration and skin care".
In terms of data: On March 25, the live broadcast of the Meikefei Tmall live broadcast room with Cheng Yi's outbound participation exceeded 1.65 million views and more than 10.79 million likes, and the data performance far exceeded the usual (non-event period) live broadcast.
Image source: Screenshots of brand Douyin, Tmall, Weibo related content, Feigua data