/ Asahi/August 25, 2022 Guangzhou -- In summer, the popularity of "cool products" and the heating up of the "night economy" have brought "golden opportunities" for low-alcohol brands to empathize with their customers. Faced with a cluster of creative ideas, consumers are distracted. How to stand out and give consideration to interaction and transformation has become an important topic of this "summer war".
In the past summer, Shanghai Guijiu's brand of light luxury and low alcohol alcohol Seventeen Light Years, united Ele. me with "Summer Light years,17 drunk" as the theme, with a set of interlinked summer marketing "three in a row", planted more consumption scenes, successfully open the online and offline marketing loop; In addition, Seventeen Lightyears also cooperated with Hema to focus on promoting the same Seventeen Lightyears products in Twenty Without Doubts 2, making full use of the hot spots of the drama to reach more consumers, promoting traffic conversion and sales improvement. < / p > < p > < b > joint "super tasting officer" < / b > < / p > < p > < b > custom lobster with fruity wine "eternal summer" packages < / b > < / p > < p > summer marketing has a very strong seasonal characteristic, the seasonal elements together with the brand, is a big "weapon" to attract consumers. Based on this, from June 20 to June 26,17 Light years united with Elme me "Super tasting officer", as the summer marketing theme "Summer Light years,17 open drunk" series first play,17 light years fruit wine and seasonal explosive crayfish to form King fried CP, customized "Summer Light years package", IP co-construction, cross pull new.
"Super Tasting officer" is Ele. me's ace IP, "can eat, can pick, can play" is its value system, Hanmeng's image of hungry Xiao Bao has conquered thousands of foodies. Through this scene-oriented and interesting marketing campaign, 17 Lightyear hopes to deepen consumers' awareness of the compatibility of fruity wine and crayfish, and continue to lead the new social trend of light drinking.
In the publicity, on the one hand, 17 Light years in the official wechat public account, Weibo, Xiaohongshu and other platforms to form a communication force, the whole network exposure reached 1696 million people; On the other hand, we conducted joint marketing with Ele. me on multimedia platforms to promote the exposure of activities. According to the data of Ele. me, the overall exposure of this activity reached 2669W+, the online communication exposure reached 933W+, the external media exposure reached 1696W+, and the offline crowd reached nearly 40W+. Little Red Book UGC about "Ele. me fruit wine" "Ele. me Super Tasting officer" related topics notes 600+; On the other hand, there were 2900+ searches for # Super Taster on Ele. me. < / p > < p > < b > implanted sun cut fruit IP < / b > < / p > < p > < b > grafting "fruit cut + low-alcohol wine" new consumer scenario < / b > < / p > < p > sorching summer, how can have less watermelon. If you are a senior melon eater, I believe you must have bought the "Sunshine Fruit Cut" created by Ele. me platform. Sunshine Fruit Cut is a standardized fruit cut service launched by Ele. me at the end of 2020. It is a production standard created to make consumers feel at ease to buy and eat fruit cut.
At present, Ele. me has cooperated with more than 200 brands and more than 20,000 stores, covering more than 9.5 percent of merchants in first-tier and second-tier cities. Seventeen light years linkage Ele. me Sunshine Fruit cut, to create a "fruit cut with fruit wine" the scene of catering consumption, encourage consumers to follow their own heart DIY, can not only eat watermelon, but also drink tons of tons, by many people love.
In order to improve exposure and influence, 17 light years united Ele. me, hand in hand with little red book master drinking scene grass. According to Ele. me data, little red book "Guagua bucket" related notes 900+, "sunshine fruit cut" related notes 300+, site search terms 20000+, exposure nearly 1000W; Offline linkage with 12 fruit merchants, covering more than 2,000 stores, and linkage promotion with several brands such as Chiguo NOW and 17 Lightyear, with about 8500W+ exposure on social media and 6000W+ exposure on site. < / p > < p > < b > "fancy" pet on < / b > < / p > < p > < b > to hungry? Send Chinese valentine's day romantic surprise "< / b > < / p > < p > if summer and watermelon is a piece of my heart, so is Chinese valentine's day and flowers festival opened the right way. This year Tanabata, 17 light years to steal the "thunder", joint hungry me launched online and offline "Tanabata flower" activities, will be "flowers + wine" two major gift leading role fully integrated, with consumers for multiple interaction, accentuating a love, interesting festival atmosphere.
Online, seventeen light years and Ele. me platform Tanabata activities cross penetration, content resonance, launched "buy flowers to send wine, win surprise flower gift" activities; Offline, 17 light years united Ele. me incarnated "Shanghai flower messenger", on August 2 in Jing 'an Henglong Plaza & Jiuan Square nucleic acid pavilion, staged a scene of "fancy" love, for the Shanghai public prepared 10 thousand free flowers surprise.
Around the Qixi Festival activity, seventeen light years focuses on the young people active in the small red book platform for grass propaganda, this time together with 18 Kols, covering more than 22 million fans, and with Ele. me joint marketing, obtained considerable communication effect. According to the data of Ele. me, Ele. me Tanabata promoted the exposure of the whole network to reach 143 million +, among which the microblog topic # Tanabata romantic flower road ## Little blue people love cross-dressing # topic total reading amount of 7800W+, total interaction amount (transfer comments)10W+, the interaction rate is higher. In addition, as a low-alcohol wine partner of the TV series Twenty Have No Doubts 2, Seventeen Lightyears has planted a number of products in the plot, such as fruity wine in the flavors of green plum, grapefruit, strawberry and lemon, sparkling wine in the flavors of rose and pineapple passion fruit, and sea salt grapefruit and original sparkling wine. During the planting period, 17 Lightyears also cooperated with Hema to focus on the promotion of the same 17 Lightyears products as Twenty Without Doubts 2, using the hot spots of the drama to stimulate the online shopping boom.
< /p>The summer marketing war, 17 light years fully with Ele. me, Hema platform communication resources for the "same frequency resonance", from the market preheating, concentrated outbreak, and then to traffic conversion for the whole link marketing planning, improve the coverage and exposure of 17 light years, successfully create another cross-border marketing excellent case.
