/ Asahi/January 23, 2022 Guangzhou -- In recent years, Usu, with its core attributes and social marketing, has gradually formed a unique national influence. In the new consumption era, how to grasp more potential consumers' pain points and preferences, to continue the Usu tone while driving new growth, has become an important strategy at present. In 2022, when the Lunar New Year is getting stronger and stronger, Usu and Juhuasuan jointly launched the "Year of the Tiger is Too Fierce" gathering activity with the help of star flow and social media topics, and started the strategy of the Year of the Tiger to get off to a good start: closely following the expectations of the vast consumer groups for the Year of the Tiger, focusing on the brand marketing group's youth and further penetration, with the help of e-commerce IP and social media Enabling communication maximizes the charm of Usu itself and reaches more people in the Blue Ocean. On the first day of Usu X Reunion Day, it achieved the hot record of No. 1 in beer category gmv!
Usu X Reunion Day co-branded custom gift box surprise release, to create New Year goods explosive
E-commerce exclusive combination to create a party carnival must store explosive! Tiger on the pot, very New Year flavor, forming a unique brand festival memory, driving the New Year consumption atmosphere; With the reunion day depth to create the Usu X Reunion Day co-branded limited gift box, through Li Ning T-shirt, New Year's red envelope, witness official card and other peripheral support, to create the tiger equipment for the New Year, the New Year to be more hot and cool together!
Tenger magic brainwashing MV line, deep combination of reunion day
Star Tenger's New Year song "Tiger made too fierce Year" hardcore magic online,MV deeply implanted Juhuasuan - octopus small, eye-catching, happy "Weibo hot search" Weibo hot search a day read 200 million!
Tengger specially customized the exclusive broadcast for the event, with the contrast cute Tenge and core Wusu, so that consumers can be deeply immersed in the event, and complete the transformation from A to IPL!
Happy Day also set up a search dome for this activity, consumers outside the station to see MV and activity theme, in Taobao/Tmall search: Tiger made a fierce year, you can directly jump to the page of Wusu X Happy Day, so that consumers from outside the station video - interested click/search - station purchase to complete the loop, interlocking! Through the self-fermentation of creative content, and the enthusiastic interaction of official media, star endorsement and KOL, the public is closely connected through the bond of Usu X Reunion Day!
Dozens of micro-blog fans of tens of millions of big help # Tiger Trouble Year #, numerous KOL magic adaptation on social platforms such as Douyin and B station, create short social video brainwashing spread, explode the heat inside and outside the station, hit the core group market of young circle, magic circle, help sales explosion.
On Douyin, the investment flow of effect advertising, Usu breaks through the communication and transformation mode between brand and consumers, and becomes the showcase of e-commerce content marketing industry!
From January 7 to January 19, various short videos will be released intensively on Douyin to break through the traditional brand content and attract more young consumers in the form of content, highlighting the rich product structure and preferential mechanism of Usu Get-together Day, reaching different types and layers of target consumers, and adjusting the communication plan in real time according to the rhythm of e-commerce activities and platform user feedback, so as to make the whole line All products have obtained accurate and in-depth consumer reach and exposure. The efficient closed-loop of social exposure combined with interest e-commerce enables the internal and external marketing of Wusu's "Year of the Wild Tiger", and finally realizes the integration of product and effect, making Wusu become the showcase of content marketing of interest e-commerce beer industry.
Sum up
First, build a marketing co-construction mode of platform + brand +media, form a closed loop of brand -social- e-commerce overall marketing activities, and break through the previous marketing situation of each fighting for itself and dispersed traffic. To maximize the exposure effect, and at the same time, with the help of social content dissemination, to build product power and seize the minds of consumers to have a New Year's Eve party.
Second, the combination of youth marketing and communication depth, expand more brand opportunity groups, enrich brand equity, through the analysis of the brand AIPL group, find the combination point with the reunion day, and through interest e-commerce to output content, constantly touch from different dimensions; Station outside the station marketing, the ultimate realization of the integration of products and effects!
Third, the product matrix strategy, with in line with the festival node tiger tank and the joint limited gift box, Wusu · Loulan differentiated single product to leverage consumers, and launched 1 yuan gift package to let consumers book in advance, in advance with high gimmicky interest points to attract consumers at the same time can lock consumers;
Under the special planning of Usu Brand and Juhuasuan Party Day, we jointly created "Usu Beer Party" for consumers, which makes Usu more closely meet the expectations of the majority of consumer groups for the Year of the Tiger! It is also a good start for Usu at the beginning of 2022!
