With the advent of the "Golden Three, Silver and Fourth" job hunting season, Dongpeng Beverage's brand Dongpeng Dajia joined hands with Zhaopin, China's leading human resources platform, to carry out a cross-border marketing feast of "1-day experience officer recruitment", taking this opportunity to communicate face-to-face with big coffee, easily obtain first-hand cutting-edge industry information and professional views, reveal the core rules of career development, and help job seekers find themselves in the fierce competition, seize opportunities, and climb to the peak of their careers.
Dongpeng big coffee x Zhilian recruitment poster picture
With its unique market insight, Dongpeng Dacai keenly captures the psychological demands of white-collar workers who are eager to make breakthroughs and realize their personal value in their careers, and creatively integrates the brand concept with the workplace culture to build a bridge for job seekers to have in-depth dialogues with industry leaders, making them more confident and calm in the job search process.
In terms of marketing strategy, Dongpeng celebrities showed an excellent sense of innovation, and guided netizens to guess the identity of celebrities and participate in the interaction of golden sentences through the online topic interaction of "dialogue with celebrities to be workplace winners", triggering a big discussion on the secret of success in the workplace, and cleverly designing the transfer lottery link of promotion and salary increase peripheral gift packages, which enhanced the interactive stickiness between the brand and fans. This kind of creative interactive marketing has greatly enhanced the brand image of Dongpeng celebrities, and at the same time, it has also rapidly expanded the brand's influence among white-collar workers.
Dialogue with big coffee to be a winner in the workplace
Dongpeng Coffee's deep cultivation of white-collar workers is not only unique in marketing techniques, but also reflected in the adherence to product quality and the diversified expansion of consumption scenarios. The products are made of high-quality raw materials, do not add trans fatty acids, and adopt a low-sugar formula, which perfectly meets the consumer needs of white-collar workers for quality and health. At the same time, the brand actively broadens the consumption scene, whether it is in the intense study and work period, comfortable leisure time, or the energy replenishment stage after exercise, Dongpeng Dacai can provide a product experience suitable for white-collar workers in a timely and appropriate manner, and accompany the workplace to rejuvenate in various occasions in an all-round way.
Dongpeng coffee raw coconut latte product map
It is worth mentioning that the cooperation between Dongpeng Dacai and Zhaopin.com can be called a model of cross-border innovative marketing. By combining the hot spots of the job hunting season and taking various hot topics as the theme, the two parties deeply excavated the fighting spirit in the hearts of professionals, so that the brand and users can establish a strong emotional bond. With the help of Zhaopin's rich user resources and extensive workplace influence, Dongpeng has successfully stimulated the emotional resonance of white-collar workers.
Zhaopin's huge user base and the product characteristics of Dongpeng Dajia complement each other, which together touches the hearts of professionals, gives them a sense of value identity, and leaves a deep brand imprint. From high-end conference marketing to the cross-border move of linkage Zhaopin, Dongpeng has opened up a new chapter in white-collar crowd marketing, realizing the transformation from single media reach to in-depth communication between media and content.
This year, Dongpeng Dacai will continue to increase its marketing efforts in the white-collar market, use diversified marketing methods and accurate market positioning to empower elite white-collar workers, and will continue to move forward in exploring new marketing models, and is committed to promoting the high-end process of the brand, further enhancing brand awareness and influence, and bringing higher quality products and services to consumers. Through the successful cooperation with Zhaopin, Dongpeng has composed a brand marketing chapter of sincere communication and emotional integration, vividly interpreting the value sharing and co-creation between brands and users.