Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
The implementation of the universal two-child policy has brought demographic dividends and increased the size of the maternal and infant market. The post-80s and post-90s have become the main force in the current maternal and infant consumption market, and more than 60% of the post-80s and post-90s are willing to pay for "web celebrity". In addition, many brands of the same type of milk powder choose nutrition elements as the product interest point. Wyeth gold is facing the problem of brand aging step by step in the eyes of consumers, so it is urgent to catch consumers' eyes and re-establish the brand image of youth.
Consumers are unfamiliar with the new nutrient element "spyelin" in the flagship edition of s-26 gold suit. How can consumers know and understand the new nutrient element "spyelin"? In a short period of time, how to stand out in the many main nutritional elements of milk powder brands? Many problems become the main challenges of wyeth gold flagship project.
Solution：
Based on background challenges and challenges from target audiences, @comm decides to use event marketing means to make the flagship edition of wyeth s-26 gold into hot style online and establish the image of "smart web celebrity". The overall marketing communication strategy starts from the combination of various media platforms, and through the forms of topic hype, event marketing and word of mouth marketing, wyeth s-26 gold is built into the image of "smart web celebrity" :
Before singles' day: conduct multi-platform social hype through online SM flash mob video and offline "apple-style" new product release conference to educate the target audience on SM science;
On the day of singles' day: make wyeth s-26 gold edition a "web celebrity explosive product" by taking advantage of the sales and marketing events of singles' day, to increase product sales and brand influence;
After singles' day: taking advantage of the marketing event of singles' day, we reveal the black technology behind hot style -- spindulin, and invite BBV platform mother group to try out and experience, so as to realize word-of-mouth marketing.
Through wyeth twinwei, KOL, zhihu and other platforms, the science of spindulin is comprehensively popularized, so that the target audience can know and understand the brand new nutritional element spindulin of wyeth s-26 gold edition. Create the marketing event of "double eleven sales wins Top3 of Tmall hot selling list", create "hot style web celebrity image", attract the attention and purchase of target audience.
With the help of the sales and marketing events of singles' day, the brand reveals that "spinemolipins" is the black technology behind hot style web celebrity milk powder on multiple platforms, and calls on KOM, the eight major BV platform, to try out and share the products, so as to realize the joint effect of double word of mouth.
Result：
Communication results:
Make use of the singles' day e-commerce festival to successfully build the image of "smart web celebrity" and refresh the aging impression of target consumers' brands;
The new definition of spyelin is the black technology behind hot style, which stands out among many milk powder brands;
Sales results:
Tmall singles' day new product debut hot selling TOP3;
