Nowadays, with the rapid rise of idol stars, the fan economy has increasingly become the magic weapon for brand marketing. However, the increasingly prominent fan personality and more autonomy of fan awareness have put a severe test on traditional fan marketing. Endorsement, mass advertising, cooperation with a cool offline activity, or a microblogging hot search, etc., such traditional star marketing methods can not meet the needs of the brand side, but also can not effectively attract consumers note.
It is the pain point of the business. Since last year, Tmall launched the new marketing IP "Tmall All-Star Program" and set up a brand new star marketing link: showing the real face of the star life through video content. Present an ideal life initiative. Then, through a series of fan-familiar “should aid†interactions, the star fans are turned into brand fans, and the stars of the purchases are explosions...
For fans, “Like, let us become better people†is not just a chicken soup, but the concept of life through their pursuit of stars. The Tmall All-Star Program is precisely the fan mentality. It satisfies the fans' visual enjoyment and emotional resonance with the content of the star. It encourages the gathering of fans to gather, and responds to the expectations of fans to follow the stars to achieve an ideal life.
After more than a year of deep cultivation and practice, the "Tmall All-Star Program" has worked with a number of stars and brands to create a number of outstanding star marketing cases - Yi Qian Qian Qian, Lu Yi, Wang Junkai, Deng Lun, Lin Yanjun, Zhu Zhengting and other popular idols have joined to show their ideal life, each time the cooperation has never been higher than the exposure and conversion rate. A wave of excellent effects output, making the "Tmall All-Star Program" continue to become popular, has become the most eye-catching star marketing IP.
The collaboration between the Tmall All-Star Program and the P&G All-Stars is a combination of Tmall and P&G. It is an innovation and upgrade to the star marketing game. P&G has used its single star brand endorsement to use its seven for the first time. The spokesperson of the big core brand, launched the brand IP of P&G All-Star Academy, and promoted the brand IP with the All-Star Matrix. At the same time, it fully utilized the fan economy and category to influence and incite young consumers after 90s/00 to satisfy further Enhance the image of the brand and the group's youthfulness, and make P&G and its brands become the brands that young people love and talk about. After 90s, the young people are the main target audience of the "Tmall All-Star Program", and they are also the main force of the current and future consumption.
Near the start of the school season, during the period of 8.20-8.26, 7 star presidents such as Lu Han, Wang Junkai and Di Lieba became the presidents of the 7 major school clubs, and sent their ideal life initiatives to all young people: join their own associations, live out I will shine with my own ideal life. And created an original song related to the ideal life, in the end of the form of expression, the field to create a contagious classic youth scene and campus scene, shooting seven energetic "invitation letter." Through their respective declarations, the concept of ideal life is passed on to the majority of young fan groups, which has aroused the strong attention and resonance of fans, allowing them to automatically understand the brand value in the ideal life, and then from star fans to brand fans.
The propaganda proposition of each star is also in line with the tonality of the endorsement products, which complements each other. For example, Bai Yu’s endorsement of Crest, the life philosophy is “I want to shine, boldly laughâ€, Zhang Yixing’s endorsement of the Tide, the life philosophy is “I want to shine, the true color does not changeâ€... The role and role model of the seven stars as idols Under the circumstance, such an ideal life proposition will influence the fan group subtly, so that fans will be more willing to accept the product concept of the P&G brand, become a loyal customer of P&G, and then purchase the same star. Only by finding the emotional connection point between the brand and the fans can the fans be willing to call for the brand.
P&G and the Tmall All-Star Program have a strong marketing capability that combines the “ideal life†that the brand and Tmall recognize. Choosing to launch this such an all-star program for college students and young fans during the start of the school season, P&G and Tmall clearly have an ambition to expand the youth market.
On the first day of the event, seven star fans completed the one-million-dollar mission in less than one day. The main sales of the star models sold out, driving the P&G brand to surge nearly 400%. Within a day, the amount of activity on Weibo topic words approached 300 million.
Behind such data, Tmall and Procter & Gamble are releasing signals to young consumers: your love beans and the ideal life you want are here.
Through the deep connection of stars, brands, fans and platforms, Tmall All-Star plans to play the role of direct sales of stars, which will cause fans to pay attention to the brand; and then establish the fans' full awareness of the brand with the ideal life of the star. The Tmall All-Star Program is making all consumers and brands realize that Tmall has become a media platform for fans to follow stars, a gaming platform that can play with stars.
After many cases of polishing, the Tmall All-Star program has continuously upgraded the star marketing gameplay, and is becoming the strongest engine to drive the fan economy of the whole network. It is also an indispensable new position for the brand to carry out star marketing! Provided by the organizer, please contact if there is any infringement.)
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