At the turn of spring and summer, many food and beverage brands can always find a series of seasonal ingredients in the interesting nature, adding interesting "selling points" to the food and beverage traffic items. With more and more brand merchants "using their brains", how to stand out among many food and beverage brand players and hit consumers' purchase minds with one blow has become the focus of attention of merchants. The Douyin mall, which has created such as "Dopamine Girl" and "Autumn Maillard Eat and Drink", has undoubtedly become an important position for many brands to eat and drink in spring and summer.
From April 15th to April 26th, 2024, Douyin Mall will create the "Douyin Baiwei Reward, Delicious New Season", with the whole system of resources as the field and rich talent resources as the core, to create a spring and summer food and drink trend word - "Fat Gold Body". All of a sudden, many topics derived from #胖金体 quickly gathered a large amount of organic traffic, bringing the first wave of exposure in spring and summer to food and beverage brands.
Only during the dissemination period from April 16th to April 18th, "Shake in Baiwei Reward: Delicious New Season" won a total of 2 hot lists, with a total exposure of 1144w+, and 6 influencers had a total of nearly 10,000 interactions in 3 days. Among them: #写字瘦金体吃饭胖金体 topic exposure reached 428.1w, ranking 13th on the grass planting list, and #春天的第一口胖金体怎么吃 topic exposure reached 677.2w, ranking 6th on the grass planting list.
Douyin Mall has also set a basic strategy for the "Talent Selection" of this event: fully explore talent bloggers who are suitable for the theme of this project and have the potential to create popular content. With small and broad, it realizes the "production + delivery + conversion" method, and creates a marketing link for food and beverage brand merchants that caters to the trend, is accurate and high-quality, and conforms to the original ecological content of Douyin e-commerce.
1. "Fat Gold Body" swept the spring and summer, and many brands created a new trend of food and drink
With the continuous upgrading of consumers' food and beverage concepts, the food and beverage brand industry has also ushered in profound changes. In the spring and summer stage, food and beverage products should not only meet the rational needs of consumers for deliciousness, good looks, health, and quality-price ratio, but also carry the spiritual pursuit of consumers to pursue new food and drink seasons, have feelings, attract attention, and express subjective personality. For many years, many food and beverage brands have not been satisfied with using seasonal ingredients to "innovate" in spring and summer, but also pay attention to "creating new" for consumers from the topic.
With the help of "Spring and Summer New Season", "Shake in Baiwei Rewards, Delicious New Season" can not only allow brands to successfully create star products on the occasion of the change of seasons, but also conduct a mature and large-scale "big promotion pre-test" for brands with scenario-based and content-oriented multi-party linkage.
This time, brands such as Synear, Want Want Bond Coffee, Wugu Mill, Perrier and Weishida have deeply participated in the "Shake in Baiwei Rewards, Delicious New Season" campaign, and launched their own spring and summer flagship models, allowing consumers to experience low-cost tastes, including Genki Wonton, Bond Mint Coffee, Black Bean Flour, Perrier Small Color Can, Weishida Low Salt Soy Sauce, etc. In addition, as the source of industry trends, Douyin Mall has extended many high-quality topic content of brand linkage according to the "fat gold body" food and drink trend when consumers' demand for food and drink is heating up.
Gathering momentum into a tide and detonating the discussion of "fat gold body": #写字瘦金体吃饭胖金体
According to the user portrait, Douyin Mall finds influencers who meet the requirements of food eating and broadcasting and store exploration activities. Bloggers spontaneously created original ecological content and started "looking for fat gold food".
Daren released the original ecological video, and achieved a new product breakthrough for food and beverage brands through content-based means, and expanded its influence. The highest popularity value reached 1117.4w, ranking 13th on the grass planting list, and the topic of #写字瘦金体吃饭胖金体 continued to precipitate, dominating the list for 2 days, and attracting more food and beverage brands to participate in the follow-up.
Combined with the spring season, the seasonal topic is created: #春天的第一口胖金体怎么吃
"The first xxx of spring" has become a long-term red Internet phrase. Combined with the topic of "Fat Gold Body", it not only has a low threshold for understanding on the consumer side, but also makes it easier to stimulate the creative enthusiasm of talents, and create and diverge around the creation of fat gold food and spring life and health.
#春天的第一口胖金体怎么吃 Ranked TOP 6 on the Douyin Grass Planting List; Among them, after the video was released, the number of fan discussions quickly exceeded 1,000, and attracted a lot of tap water traffic to actively participate in the discussion. Only during the event dissemination period from April 16th to April 18th, 6 influencers used #Fat Gold Body, that is, to achieve an on-site exposure of 672W+.
2. Content field + shelf field: the integration of quality and efficiency stimulates consumer enthusiasm
Keen insight into consumer needs, creating industry trends with content as a bridge, connecting needs with brands and goods, and even further guiding the development of the industry has always been what Douyin Mall's [Delicious New Season] IP is good at. In the face of the tight industry opportunities in spring and summer, Douyin Mall has found a breakthrough point - combining the "content field" and "shelf field" to jointly build and integrate quality and efficiency to stimulate consumers' enthusiasm for food and beverage brands.
In the content field, Douyin Mall helped the food and beverage brand merchants participating in the [Delicious New Season] to carry out challenges and set up normalized live broadcast rooms. Search for "delicious new season", and you can see Perrier and other food and beverage brands on the search page in the top live broadcast room, which can convert traffic for brand merchants in the first time.
Focusing on the business level, the shelf field of Douyin Mall also provides brand merchants with enhanced exposure and high-traffic golden resources, and holds high the full reduction strategy for brand merchants in this spring and summer event. It is worth noting that the new products of the key cooperation brands such as Miss Shangtang Xiaowonton, Want Want Bond Mint Coffee, Wugu Mill Black Bean Flour, Yusongjia Perrier Water Xiaocai Can, and Weishida Low-salt Soy Sauce have achieved outstanding performance in this event. All of them have obtained an explosion with their own long-tail effect.
3. Capture the trend and seize the new marketing opportunities in food and drink
Driven by the topic of "fat gold body", Douyin Mall's "Douyin Baiwei Reward: Delicious New Season" not only pinpoints hot spots at the source and accurately obtains "food relaxation", but also uses the dual scene drive of content field and shelf field to further promote the strong innovation of food and beverage brands in spring and summer. Behind this is inseparable from the dual advantages of Douyin Mall's capture of trends and internal resource matrix linkage.
With the help of spring delicious new products, Synear caters to the needs of young people chasing "fresh and seasonal", and launches a fresh and non-oily soup small wonton; Paired with a cup of Want Want Bond mint coffee, the "low-fat and low-calorie" successfully captured the sugar control people who urgently needed "light food" in spring; The black soybean flour of the grain mill focuses on the "first wave of health" in spring; The small color jar of Perrier water adheres to the "alkaline" health care to the end, and it is fresh and listed with a sense of luxury; Weishida low-salt soy sauce is also in the "delicious new season" to carry on the trend of healthy and low-salt to make a strong appearance.
The above new products are not only recommended at the top of the Douyin mall, but also can be ordered immediately through the new product page through the site venue, and at the same time, you can try the new products on the homepage and big-name channels, so that the first taste of "fat gold body" in spring and summer has become the favorite of consumers to continue to repurchase.
On the side of the content field, "Shake in Baiwei Reward: Delicious New Season" looks at the "sense of relaxation" and the big mood of the new scenes in spring and summer, and actively extends and creates hot spots while conforming to the topic and attention, creating a three-in-one trend word "fat gold body" of insight, emotion and scene. And take the lead in co-creating gameplay and detonating topics with live broadcast sessions, vertical talent evaluation, short video content planting and other gameplay, creating a "fat gold body" food and drink trend while creating a content field through multi-party linkage, and mobilizing consumer interest to find out.
On the side of the shelf field, "Douyin Baiwei Reward: Delicious New Season" combines high-quality influencer content with Douyin Mall and search field, and combines marketing links such as search hot word exposure, live broadcast transparent transmission, and coupon drainage while the content of "Fat Gold Food and Drink" explodes, so that new food and beverage products can be completed from listing to sale only in Douyin Mall.
The combination of "capturing trends, content delivery, new pallets, star scenes, search undertaking, marketing amplification, and strong conversion" has not only allowed Douyin Mall to successfully build momentum and take advantage of the momentum, but also cover the whole scene of food and drink with multi-touch point linkage, while strongly outputting the emotional value of a wave of brand new products, it has also successfully established the consumption mentality of "spring and summer fat gold body food and drink" in the hearts of users.
In the future, Douyin Mall's "Douyin Baiwei Rewards, Delicious New Season" IP campaign will continue to help food and beverage brands achieve a complete marketing link of "acquisition-undertaking-capture" through the synergy between the content field and the shelf field, efficiently transforming the crowd's potential energy into growth potential energy, and helping new products to "explode when they are launched".
At the same time, Douyin e-commerce can take advantage of its own content manufacturing advantages, have a keen insight into the preferences of consumer groups, and become the "wind vane" of merchants' brand consumption trends, taking the lead in seizing consumers' minds for food and beverage brands. Douyin e-commerce will integrate the platform's global resources and potential energy, tap new increments in the future, gather the power of the platform to incubate more star-level consumption scenarios, and open up and upgrade new marketing models that are more conducive to conversion.