Unverified absolute result figures are omitted from this public archive. The original record is preserved internally.
Intro：
As a leader in the consumer products industry, master kong, in order to cater for the rapid rise of China's consumption upgrading, its pure water brand yuyue deeply cooperated with ode to joy 2 to promote the consumption upgrading of drinking pure water.
This IP implantation integrated marketing promotion, with "Andy's pure choice" as the promotion theme, through film and television production team in the upstream brand implantation content production, bundled IP for in-depth content cooperation.
At the same time, with the influence of liu tao and KOL, the spokesmen of uyue online, the brand "Andy's pure choice" has been hyped up, and the same model of uyue offline has entered the supermarket and CVS through multiple channels and high coverage rate, and with the help of the traditional mode, the online and offline linkage has occupied the market share. This promotion rapidly increases the brand awareness, creates the superior yue pure, the international high quality brand image, helps the product in the sales to grow rapidly.
Solution：
By embedding important scenes in the plot, you yue becomes an important symbol in the life of Andy's international fan and elite fan.
The overall marketing communication strategy centers on the theme of "Andy's pure choice", and is divided into:
(1) preheater & drama early hype: use consumers' attention to "ode to joy 2", announced Andy change water to expose yuyue, strengthen brand awareness.
(2) hot season (drama & biography) : use "ode to joy 2" to create product-related discussions based on the plot, improve brand awareness and product trial rate.
At the same time, the online e-commerce channels are integrated, and the promotion activities of "watch ode to joy, buy excellent joy" are arranged with good dramas, and the peripheral derivatives of ode to joy 2 are presented as gifts. In addition, liu tao, the brand spokesperson, is used as a star to make fans participate in the purchase and realize the transformation of the brand's commercial value by virtue of the fans' economy.
Result：
quality and internationalization has been established. After the show's premiere, yue's monthly sales have been growing at double-digit rates.
The original archive did not include captions.
The original archive did not include captions.
