With the increasing diversity of CP cultural content, fried CP has become a surprising new marketing method for many brands.
From October 21 to 31, Tmall International launched a strong attack with many cross-border brands to create Tmall International Big Name CP Day. The event attracted twelve global brands and trend brands, with the theme of "cp collocation, fun double", with the global big brand trend explosive products as the product responsibility, to create six major brand CP: intensive care cp, peace of mind pet cp, quality life cp, hot mom treasure cp, 360 ° full body polishing cp, face shape cp.
Tmall International brings consumers a value-added shopping experience that doubles the fun of "good goods and prices" through the new model of the big-name group CP. By excavating the natural pair in the consumption scene, this activity opened up the consumption scene under the circle layer, so that the brand CP can exchange mutual audience attention, thereby breaking through the limitations of the original brand audience and expanding the communication circle, forming a short-term outbreak of heat.
The brand concept CP debuted, creating six major consumption scenarios
The development of the Internet has changed people's aggregation patterns, consumption patterns have also changed, and users have formed unique circle economies based on different values based on interests, hobbies and behaviors. How to break the circle layer to achieve traffic interoperability?
In brand marketing, it is often difficult to make the public have a deep memory of the simple conceptual and labeled abstract information. Debuting with the concept cp can enrich the brand personality, achieve emotional connection and empathy with the audience, narrow the distance with the cp circle, and achieve mental occupancy.
The Tmall international big-name CP, based on the different interest circles and demand scenarios, cross-category formation of multiple groups of big-name CP explosions.
Intensive care cp Moroccan oil x duo: In daily life, worry about details such as dry and forked hair, hindering having a better external image? duo makeup remover oil x Moroccan hair care oil, this pair of fine care cp from makeup removal skin care to hair care maintenance, each step is exquisite, careful care to shape the delicate you.
360 ° full body polished cp Dove x ulike: how can delicate girls have such a trouble of hair embarrassment? ulike freezing point hair removal device + red pomegranate body lotion, this pair of 360 ° full body polishing cp, help you from head to toe, so that the body is tender and slippery to the slide, it is really a must-see for maintenance without dead ends.
Face type as cp swisse + miao yan society: overtime staying up late pressure, worried about the body deteriorating poor appearance? Face shape cp let you inside and outside the same luxury, beautiful beyond expectations!
Quality made life cp Delong + Kashi: home life chai rice oil and salt, how to improve the quality of life without exquisite good things? Delong net red coffee machine + Cassimi hair ampoule, this pair of quality life cp to help you do exquisite yourself, experience the quality of life, is really too good!
Peace of mind pet master cp desire + Hills: the purchase of new rations arrived, worried that the cat owner does not like to eat or even stomach sensitive? According to the cat's physique and taste to select food in order to raise healthy and energetic, rest assured that the master cp meng master new breeding method, good nutrition feeding, want to stabilize the cat owner's family "imperial stomach", but also rely on the original hunting cat food desire and Hillth.
Hot Mom Treasure cp Love TaMei + Eilevi: Baby milk, pregnant lactation, worried that the nutritional products selected are not comprehensive or unreasonable? Bao Mom has a clever way to raise a baby, the cubs are outstanding enough, love tamei milk powder and Eile Wei dha, this pair of hot mom treasure CP, easy to raise human high-quality cubs.
Six major consumption scenarios and six cp collocations bring consumers a value-added shopping experience that doubles the fun of "good goods and prices".
Dig deep into the pain points of consumption and drive traffic interconnection with product complementarity
We carefully study these six groups of brand cp, we can find that each group of cp is based on a demand pain point of the audience, through the link of the demand pain point, first of all, with the audience to achieve emotional connection and empathy. In the cp combination, it is through the excavation of the natural pair in the consumption scene, with product functions to complement each other to match, in the same consumption scenario, to help consumers to match product functions, saving consumers' purchase time and cost, but also played a reminder function.
For example, spicy mom treasure cp, is for the mothers worried about nutritional incompleteness and launched, cp combination of Aitamei milk powder nutrition comprehensive, while with Erovi dha, in order to promote the baby's physical development at the same time, but also to promote the baby's brain development, to help bao mom easily raise human high-quality cubs. Under the same consumption scenario, guide consumers to make more scientific product collocation.
For example, the face type as CP, is for overtime staying up late pressure, worried about the body deterioration and poor appearance and launched, cp combination of swissse grape seed tobacco niacinamide tablets are taken internally, good antioxidant, anti-aging. At the same time, it is accompanied by the external skin care products of Miaoyan Society, helping consumers to maintain luxury inside and outside.
For example, 360 ° full body polished cp, which is launched for the problem of delicate girls having hair embarrassment, it is easy to attract the attention of such audiences. Cp combination in the ulike freezing point hair removal device can effectively help delicate girls to solve this problem, and the ice point hair removal will inevitably need better care for the skin, this time with the red pomegranate body milk, just to help consumers to do exquisite body care, raise tender milk muscle, is simply the best to maintain no dead ends.
Moreover, each group of brand CP is based on the same consumption scenario for collocation, with similar consumer groups, coupled with functional complementarity, there will be no competitive situation, and both sides of the brand CP have a certain degree of popularity in their respective fields, the brand fit is very high, which can promote the consumer traffic exchange between the two sides of the brand, and achieve a brand linkage of 1+1 greater than 2.
The event took the topic of #my cp never collapsing the house, focusing on the three major platforms of douyin, Weibo and shopping, and joining hands with big v and celebrities in multiple fields to create momentum and accurately reach target users. Because the topic can mobilize the audience's interest, publicize the selling point and poke the consumer pain point, the communication content is also very good into the social communication context of the young audience, which quickly triggered everyone's resonance and discussion. The event attracted more than 200 million topics of attention throughout the network, of which the Douyin short video grass planting volume reached 60 million+, more than 900,000 people participated in the interaction, the popularity of big-name CP topic search continued to rise, and it effectively seized the consumption mentality of young people during the double 11 pre-sale period.
The triple harvest of the live broadcast matrix helps the traffic to be monetized efficiently
While the three major platforms outside the station jointly create momentum, how to monetize the traffic inside and outside the station directly to the store? The Tmall International Big-name CP event amplifies the activity volume through the triple harvest of the live broadcast matrix, helps the merchants to efficiently harvest the traffic inside and outside the station, and detonates the gmv to truly empower the business.
The first is the Taobao head star anchor, through the live broadcast for the big-name CP good things with goods to send welfare, Lie'er Baby, Lin Yilun, Li Jing, Nanfeng cheney, Enjia n, Huhu Meihu, Chao Ran round flip to open the station live broadcast, combined with the consumption pain points to accurately introduce product interest points, with hot goods, the station traffic to attract the store to monetize.
At the same time, the brand CP store live broadcast is hot and continuous, and the CP spark is collided through live interaction. The design style of the brand CP's Lianmai live broadcast room is also CP linkage, and through the strong interactive pk game and lottery benefits to attract passers-by to stay, and then combined with consumption scenarios such as autumn and winter dry how to care for the skin, recommend 2 stores to broadcast explosive models, and then guide consumers to place orders by emphasizing the benefits of the live broadcast room.
This same category of live broadcast lianmai has achieved accurate drainage, and the powder increase rate between [Delong] live broadcasts has doubled. [Hills] gets high-quality traffic from the live broadcast room of the same category of merchants [desire] to achieve a substantial increase in pv, UV, and ctr. [duo] just started broadcasting a week, the fan base is small, from the 45w fans of the [Moroccan oil] live broadcast room to get high-quality traffic, the data has been exponential growth.
In addition, Tmall International's official live broadcast also made a special live broadcast for the big-name CP activities, and the traffic blessing of the entire official live broadcast also helped the spread of the entire event to reach a small climax.
This Tmall international big-name CP activity, well versed in the current pop culture and the psychological demands of the young generation, takes the consumption pain point as the starting point, unites global brands and trend brands, and uses the innovative gameplay of brand CP marketing and live broadcast matrix drainage to drive the mutual realization of brand circle traffic. This not only helps solve the problem of cross-border brand marketing, but also helps brands grasp new business opportunities and continue to attack the future.