Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro:
With the insight that young people love parties and coffee get-togethers during Christmas and expect Christmas surprises, McCafe has launched limited Christmas products during Christmas 2018 to continuously spread the warm brand image of McCafe and create emotional awareness of Christmas surprises.
Associated with 4 major brands, launched Christmas surprise bags, the use of resource replacement, associated with each brand to achieve a good consumer cognitive correlation, whether it is baili sweet wine, second card chocolate, oreo or Kellogg's cereal, all brand strong correlation with“McCafe”. Keep growing grass in little red book, high appearance level, new drinking method, surprise bag, three-dimensional web celebrity Christmas coffee.
Solution:
Idea: McCafe： Meet you，Meet surprise
This Christmas, McCafe is ready for every encounter with a surprise only for Christmas
(Christmas limited taste + surprise)
Creative strategies:
Co-brand, create Christmas surprise, create the surprise cup of McCafe for consumers this Christmas.
Creative implementation:
(1) special Christmas drink - gingerbread latte with special stereo cup holder and gift box.
(2) limited Christmas cake -- Christmas tree and elk. Christmas tree, nicknamed "blue friend" cake, and moose, nicknamed "LV friend".
(3) planting grass with appearance level and web celebrity drinking method in xiaohong book, and placing KOL of different orders of magnitude gradient, which causes secondary spread of ordinary people and builds cognition of web celebrity products.
The Result:
During the Christmas season in December, MCCO Christmas has been exposed on the little red book platform continuously. Nn platform search keyword Christmas coffee, MCCO coffee content held the #1 position for 3 consecutive days, 1/2 of the first 10 posts was MCCO coffee brand content. Nn judging from the comments, consumers' awareness of the new cake is higher than that of the fortune bag campaign, which has a good recognition. Consistent with the new purpose of educating consumers.
