? The "testimonial marketing" activates consumers' desire to buy?
The tried-and-true celebrity weed in the Spring Festival gear collective attack, dazzling after the appearance, if not the celebrity image and content relevant, more or less will give the audience a sense of "interpretation" of the distance. Among them, once let a number of strength, flow bear the star face choose for a brand endorsement, and the screen in front of the parents to talk about the topic of children's growth, contributing to 150 million readers, 75,000 discussion volume of the Spring Festival marketing case, when belongs to the QQ Star's native DHA pure milk.
This is actually the second cooperation between QQStar and Spring Festival Gala Face to Face, the 2018 digital marketing strategy of "leveraging authoritative media resources" has allowed it to gather a lot of traffic for the brand in the Spring Festival of the Year of the Dog, continuing last year's good results, QQStar will be an effective strategy to the end of the eve of the Spring Festival Gala of the Year of the Pig, Spring Festival Gala Face to Face. The program featured idol stars in turn, and the eyeball effect can be imagined. At the table of the New Year's Eve party, any effective information about children's growth can be incorporated. With the herd effect and the herd mentality, along with the recommendation of the star's parents in the live broadcast, QQ Star became the traffic bearer of vertical brands during the Chinese New Year, and behind every playback may be a family sitting around the dinner table, so the powerful penetration of the sinking market can be easily realized.
? The newest addition to the list is the newest addition to the list, the newest addition to the list, the newest addition to the list.
?
This is the first time I've seen a Chinese New Year in the world.
The Spring Festival, as a super IP, has a powerful ability to reach Chinese users across circles, regions and ages, and is a golden scenario for a product to penetrate different user circles. The reason for analyzing QQStar's Spring Festival marketing case is that on the one hand, as a representative of the new category on the market, there is a certain significance to be drawn from. The title "Spring Festival face to face" this "small investment prying big resources" marketing method, is on some brands in the Spring Festival during the front to grab the attention of the marketing embarrassment but limited impact, but also an online and offline linkage of integrated marketing teaching.
As the "treasure boy" in the same period of the program, the Spring Festival Gala pilot absolute content output platform, "Spring Festival Gala face to face" is not to everyone must see, but definitely belongs to the stars pile up, more pro-people, natural media choice. Around this setting, QQ star title program, and the brand advocates the emotional appeal, rational appeal through the visual exposure, star topic, selling point of oral broadcast and other multi-modal combination, in the star resources, Spring Festival Gala IP support, maximize the realization of the brand exposure of the new product listing.
The heat of natural topics can not be sustained for a long time, so in the marketing process, the rhythmic output of the content has also become the key to influence the communication effect. In addition to the depth of the combination of "Spring Festival Face to Face" program, QQ Star also in the double micro-channel with a wave after wave of continuous content output. In the matrix headed by mother and baby KOL accounts, QQStar has been conveying its brand image of "focusing on the comprehensive growth of children's body and intelligence, and targeting the special nutritional needs of children during their growth period", and focusing its communication on "children's exclusive" and "high" nutritional needs. The brand image of the brand focuses on the "children's exclusive", "high nutrition" and "professional" labels, which is easy for consumers to remember and recognize, and this is a communication effect that cannot be achieved by many marketing methods that emphasize the advantages of the product in a big and comprehensive way.
The online chat was hot, and the offline promotions were launched at the same time. Combined with the festive atmosphere of the New Year's Eve, the purchases that consumers had already planned in their minds after watching the program were pushed forward a big step. In the whole chain of saving consumers' decision-making costs, QQStar has done a good job of predicting and publicizing every link in the chain, and these long-existing topic points and psychology of life have been insightfully understood.
? The integrated marketing strategy behind the new product launch?
The brand's own positioning determines its communication strategy and communication methods. For a big brand like QQ Star, which is positioned as "focusing on children's nutrition and helping Chinese children grow up healthily", there must be enough strength or content that proves its strength to support it, so as to build brand awareness and make the brand's sentiment and ideals stand the test of consumers. The brand's sentiment and ideals can stand the test of consumers. So we have seen, it is in the Spring Festival during the big IP focused firepower spread, as well as with the first echelon of the Internet members of the online marketing cooperation of the love Qiyi.
QQ Star integrated star resources through the program, on the one hand, to create a "Spring Festival evening group of stars for the children to pay tribute to the New Year" hot events, for the new product listing in the initial period to attract more attention. On the other hand, the use of celebrity testimonials marketing the product "to DHA-rich patented algae powder scientific feeding, the output of the milk naturally contains DHA, natural and additive-free" core selling points to focus on the transmission, expanding the product awareness at the same time to enhance the QQ Star "children's exclusive "The company's brand image and credibility.
In the process of QQStar's product grass-roots efforts on the Internet and through various channels, social media applications to meet the needs of the customer base for discussion were also part of the plan, with microblogging topics and the sharing of opinion leaders from mothers and babies combining promotional points of interest and the message point of "Native High Nutrition, New Year's Good Growth," which was released through videos, topics, and other forms. The multiple contents of the campaign helped to transform the offline sales. At the same time, by taking advantage of the high attention of the network, QQStar has landed the main visual of this joint venture with Spring Festival Face to Face in offline superstores to maximize brand exposure.
Looking back at the whole process, the reason why QQStar can form an aggregated flow in the fierce competition of Spring Festival marketing, and build up a point of purchase in the hearts of consumers and a clear brand image, in fact, it is to follow the basic logic of "the video can be seen, microblogging can be discussed, and offline can be purchased" and the closed loop of marketing. In the choice of communication channels, content arrangement, clear objectives, online and offline integration and linkage, and ultimately in the mother group to realize the strong output of the product point of interest.
Conclusion:In the face of the Internet communication environment, new product marketing has more ways to connect with consumers, and the seemingly prosperous communication environment is essentially the need for more clear and explicit marketing planning. QQ Star successfully launched the first shot of the new year, which not only opened the high starting point of the year's marketing, but also is a favorable encouragement to the terminal and dealers across the country.
Whether it's a high-profile, high-volume marketing, or a small investment in integrated marketing with large resources, choosing a marketing strategy that is consistent with the brand's positioning is the only way to maximize the effect of advertising and communication. In the FMCG competition, insight is the foundation, the scene is the core, the implementation is on-line, QQ Star with their own "unchanged way" for the later demonstrated how the interaction between consumers and products, and what play is worth learning, pay attention to the big marketing node review and summarize, I believe that you will have a great deal of harvest.