"As handsome as you are, so beautiful must your queen be! Mother's day out to keep your eyes good! You post the photos and I'll deliver the gifts!" On the eve of Mother's Day on May 5-8, the domestic well-known marketing people's community blueberry will be united with the United States, Libai, nine animals, Shenzhou special car, still product home match, green thin, healthy power, good vision, Kang Ai more and other nine enterprises, to "mother's Day, after sun mother, win Hao gift" as the theme, launched the brand cross-border joint marketing activities "I for the mother snatch Hao gift", The promotion, joint promotion and mutual guidance of fans on Weibo, wechat and Tmall have achieved unprecedented success.
"9+1>10." Chen Tejun, president of Blueberry Association, thus summed up the remarkable effect of the cross-industry joint marketing activities of ten enterprises on Mother's Day. According to the rules of the campaign, Weibo users upload photos of their mothers, participate in the prize collection of the # I for the Mother Gift, and post them as the topic of the blog to participate in the lottery. Wechat users call on friends, relatives and brands to help grab the gift, the more friends and brands called, the more powerful the prize. Among them, the first prize package worth 15,000 yuan, which contains a gift portfolio of ten enterprises.
According to statistics, during the 4-day activity of "I grab gifts for the Queen Mother", the topic of # I grab gifts for the Queen Mother on Weibo was read more than 58.668 million times, and more than 62,000 fans participated in the topic discussion and uploaded UGC content, which has accumulated rich materials for the secondary communication of enterprises. The wechat terminal attracted 140,000 fans to participate in the campaign of sunning the mother, generating 310,000 PV reading. The combined conversion sales of all enterprises' Tmall stores exceeded 4 million yuan. Visible, this "do not play set, only send the gift" Mother's Day ten enterprises cross-border joint marketing activities, not only for users to create the greatest value, but also to each participating brand has brought powder, active fans, brand communication, promote sales marketing dividends, more proved that blueberry will cross the boundary connection, invigorating resources marketing integration ability.
"I snatch gifts for the Queen" : Sample Mother's Day joint marketing with humanistic care
Mother's Day comes and goes every year, and brands launch their own Mother's Day marketing campaigns every year, but creative and personalized Mother's Day marketing campaigns are rare. Chen Tejun said that holiday marketing is a good way of marketing, but the theme must be in line with the connotation of the holiday, to have humanistic care, in order to move the user's emotions.
The Blueberry Society has been planning the event since the end of March. Chen Taijun stressed that the starting point of the activity is to hope that there can be some humanistic care in it. "The whole society is advocating mass innovation and entrepreneurship, and everyone is working hard for their cause. Many people join the work, non-stop overtime, business trip, accompany their parents little time. Many people show themselves, their children and their girlfriends on moments, while few show their mothers. We hope this campaign will raise awareness of mothers and encourage people to spend more time with them."
The title of "Mother Queen" in the theme, on the one hand, is from the ancient costume film and TV drama, feeling both cordial and noble; On the other hand, it is also a new Internet word, which is recognized by the post-80s and 90s generation. It can reflect the profound affection of children to their mothers.
"Many brands will do some marketing activities on Mother's Day, but they are their own exclusive, limited power, limited types of gifts, such as can only meet the needs of mother A, but not to meet the needs of mother B." In view of such considerations, Chen Taijun introduced that Blueberry will give play to its advantages as a marketing resource integration platform to determine the idea of cross-border brand joint marketing.
In the planning cycle, after screening, Midea, Libai, nine Mu, Shenzhou special car, house, green thin, healthy power, good vision, Kang Aido and other nine enterprises, because the product and mother's Day theme closely fit, eventually become the "I for the mother to snatch Hao gift" activity joint marketing partner, and Blueberry will form "9+1" cross-border joint marketing alliance.
According to the rules and procedures of the "I grab gifts for the Mother" activity, each enterprise will give a gift of 100,000 yuan, and through crowdfunding, each enterprise will spend 100,000 yuan in cash for the design and promotion of the activity. It includes purchasing some large promotion resources of Weibo and wechat, shooting an activity themed video, making H5 platform, showing and connecting ten brands, so as to facilitate mutual promotion and communication. "Every enterprise will bring along other nine enterprises when spreading its own brand", so as to ensure coverage of tens of millions of fans.
As one of the highlights of this activity, the promotion of each enterprise on the Tmall platform can recommend each other and guide each other, and finally achieve sales of more than 4 million yuan. This, of course, raises the bar for joining a 9+1 crossover co-marketing alliance.
"9+1>10" : Value innovation of cross-enterprise joint marketing
Similar to the cross-border brand joint marketing activities of "I grab a gift for the queen mother", Blueberry Club has conducted many times, adding thousands to tens of thousands of followers to each company's Weibo and wechat respectively. The influence, participation and increase of fans have repeatedly reached new highs. In January 2016, Blueberry Club cooperated with 26 enterprises to launch the "1.11 No Overtime, cross-border gift sending" activity, which lasted for 10 days. The Weibo topic # No overtime, Polite # was read more than 55,457,000 times, and more than 1,391,000 fans participated in the topic discussion, resulting in an average increase of nearly 50,000 followers per Weibo of 27 enterprises. Wechat app attracted 1,265,468 readings and 348,381 interactions.
As far as the marketing goal and effect of "I snatch gifts for the mother queen" are concerned, "in general, an enterprise can't do it without two or three million yuan of investment." Chen Taijun analysis, the current information dissemination is fragmented, a single enterprise rely on a single channel promotion, information will soon be submerged. Especially with the increasing market competition and the rapid development of science and technology, it is impossible for any enterprise to be in an advantage in all aspects in the face of many higher level and stronger rivals. In this situation, enterprises with complementary advantages to implement joint marketing, as long as it is properly used, produce synergistic effect, optimize marketing efficiency, less investment, large effect, can obtain the effect that can not be achieved by marketing alone.
This "9+1>10" brand cross-border joint marketing effect, as expected in the Blueberry conference. Chen Tejun said that the key points of brand cross-border joint marketing are: first, there should be a good time and cut to the theme. Second, partners should have an open and inclusive mind and should be mutually beneficial. Only when all parties can get benefits, joint marketing can proceed smoothly. We play together, huge, mutual endorsement, mutually beneficial users and fans. Third, the target consumer groups of all parties should be the same or similar, only easy to receive the ideal effect. The joint marketing of "I snatch gifts for the mother" is feasible because the common target consumer groups of the products are mothers, so the effect is good. Fourth, the uniqueness of resources and the complementarity of products, giving full play to the differentiation advantages of their products, jointly creating new user value and bringing market growth for joint marketing enterprises. Fifth, the brand image of all parties should be consistent and strong together. Sixth, there should be multilateral platforms. Otherwise, some enterprises can play the game, while others cannot. Seventh, there should be a third party neutral body. In many cross-border joint marketing activities, the main function of Blueberry Club is to act as a joint marketing platform for each brand.
"Individuation of creativity, matching of enterprises, standardization of operation process and data of effect." This is Chen Taijun refined cross-enterprise joint marketing rules. He hopes the next cross-company joint marketing campaign will be more efficient and successful.
