Recently, the famous domestic skin care brand Gao Zi grandly launched a new series in the second half of the year -- Gao Zi Uniform Clean and smooth series. This new series not only reached a licensed product authorization cooperation with Disney's Big Hero 6, but also combined with the famous "cute" Disney "Baymax" image to create a cute new series of moisturizing.
Not only that, Gao Zi also adopted the mode of online release of new products for the first time in Vipshop, a well-known e-commerce company. She specially invited the famous Taiwan beauty teacher Xiao Kai to join hands with her as a celebrity on the Internet, and had a hot interaction and live broadcast in Disneyland. Beauty + e-commerce + beautician + Internet celebrity + live streaming + popular scenic spots and other multi-dimensional marketing communication methods, not only refresh the beauty debut record, but also make Gaoze's integrated marketing to a new level!
Multidimensional integrated communication for the first launch
The company has taken an unusual approach with this launch. First of all, in order to fight the battle of the first test water and electricity suppliers, Gaozi specially customized Gaozi uniform extract Run series gift box for this first launch, to bring infinite surprises to consumers. Then, in order to attract the attention of young consumers, Gao Zi specially invited the famous Taiwan beautician teacher Kai, and adopted the current momentum of live broadcast, to deepen consumers' understanding of the product, enhance the brand, product and consumer interaction. As a famous makeup artist, Xiao Kai is famous for her delicate makeup techniques, bold creativity and color. She is the favorite makeup artist of famous models such as Lin Zhiling and Meng Guangmei. She is often invited to participate in the press conference, event presentation and teaching activities of famous makeup brands, and has a unique view on skin care. It is reported that Xiaokai accepted Gao Zi's invitation to participate in the live broadcast. On the one hand, it is out of her trust and love for Gao Zi. On the other hand, she hopes to extend her fashion tentacle to a wide range of e-commerce and live broadcast.
On the line on the same day, and the teacher with the box also called "pink sister", "the voice goddess" Lu Xiaoyu, and with hundreds of thousands of level of hot powder makeup net red, three of them to burst the topic and audience funny interaction, with high appearance level of friends platform Sichuan pepper as the main live platform, jointly revealed the secret of high Zizui run gift box skin care, to create a warm listing atmosphere. So far, Gaozi integrated marketing case to add a successful case.
Integrated marketing continues to innovate and advance
In the first half of 2016, the integrated marketing of Gaozi is a huge campaign. Gaozi invested more than 400 million yuan to carry out a series of innovative integrated communication together with Hunan TV programs such as "I am a Singer" and "I want to Sing with You", seizing the first opportunity in the domestic whitening market.
During the broadcast of "I am a singer", Gao Zi with innovative high posture big white water doll draw, dressing room lounge everywhere high posture big white water; Cross-platform "platinum" voting interaction; Interesting wechat O2O game for the singer refueling; Real-time microblog live broadcast and popular singing king contest; Baidu post bar top hot post, portal site strong exposure...... This series of integrated communication, driven by 45% of the program share, let the newly listed Gao Zi Da Bai Shui hit the big time, but also successfully leveraged the online and offline nearly 300 million people, let Gao Zi "Big reveal" whitening new concept widely spread.
As the TV partner of I Want to Sing with You and the sponsor of the network independent broadcasting platform, Gao Zi once again strengthened the strategic cooperation with Hunan Satellite TV. In this integrated marketing, Gao Zi has explored the potential of entertainment marketing and launched a series of online and offline integrated marketing. Strong swept more than 3 billion topics, continue to spread strong "Big reveal" whitening new concept.
In the past cosmetics industry's largest beauty fair, Gao Zi also took advantage of the situation to produce a "I want to sing with you" - big white water special game, which attracted numerous audiences have stopped to watch and actively participate! The scene of the high popularity, but also enough to prove that high posture brand in the variety marketing again achieved unprecedented victory!
With the successful listing of the new series of high posture, its use of multi-dimensional integrated communication, has caused a high degree of attention of the industry, have to look forward to high posture integrated marketing in the second half of the year will bring what kind of surprise!
