Is Spring Festival marketing only focused on tigers? Brand "anti-routine"!

Although the festive atmosphere has become increasingly weaker due to the epidemic and people celebrating the New Year at home, the Spring Festival still touches the hearts of Chinese people and is also an important scene for brands and consumers to get closer. Let’s first take a look at a set of data on brands’ social performance on the Weibo platform as the year draws to a close.

Figure: Shiqu Insight Engine

From the TOP 10 topics of the marketing campaign, we can see that the strategy adopted by most brands for this year's Spring Festival marketing is to focus on the New Year, and to stimulate consumption through concepts such as "2022" and "New Year's goods" to create an atmosphere full of the Spring Festival.

The signals released by brands recently always include keywords such as "Year of the Tiger" and "New Year". These ways of playing that are closely tied to the Spring Festival are mature, but they can easily cause aesthetic fatigue among consumers.

Therefore, if brands want to stand out, they need to find new ways to accurately understand consumers' emotional needs and maintain independent thinking in homogeneous marketing.

In this context, the national trendy drink yogurt provides a new answer.

During the Spring Festival, the brand united with Shiqu, with a young user base and entertaining marketing atmosphere, to "add to the good" of the New Year with a breath of "chivalrous spirit", breaking the circle and achieving brand growth.

An "unexpected" martial arts blockbuster

In the early stage of the project, the target audience of the Youyogurt brand was mainly those born after 1995 and 2000, and Chinese fashion was gaining popularity among this generation of young people and was very popular.

On the other hand, Yousugaru wants to break away from the traditional emotional marketing during the Spring Festival and promote its products in a younger way. The two ideas coincided with each other and jointly proposed a creative strategy that is "difficult to implement" but more likely to trigger thinking and resonance.

During the Spring Festival, a time of strong national sentiment, the brand spokesperson "Times Youth League" combines its influence in the circle to tell the profound martial arts heritage with a light-hearted story, gradually awakening the "xiaqi" spirit in the hearts of young people and achieving true value exchange.

Thus, a blockbuster different from other Spring Festival marketing, "Young Heroes in Cars" was born.

Structurally, the entire short film's plot is closely tied to the theme of traditional culture, and the scenes are very similar to the martial arts world, giving it a strong sense of immersion. In the final part, which switches to the present day, the brand does not use grand lines to directly convey the central idea, but instead spends a lot of thought on the content to arouse resonance.

If the martial arts world in which Guo Jing lives is a portrayal of a great era, then the martial arts world constructed by Youyogurt has become a small era in everyone's heart.

The popularity of Jin Yong's martial arts novels has made the stories of "Swordsman" and "The Heaven Sword and Dragon Saber" known to more people. The performances of the seven young stars conveyed the new era spirit of perseverance, fearlessness and upwardness, which made the target group empathize and subtly planted their thoughts on the spirit of martial arts.

"Martial Arts Spirit" becomes a new hot topic during the Spring Festival, attracting hundreds of millions of followers

The core creativity of the short film has more influence on the fan circle, but to truly break the circle, it cannot be limited to spokespersons. It requires multi-angle and diversified content dissemination to promote traffic conversion.

For brands, node communication often covers multiple communication platforms, and the battle line is getting longer and longer. However, it also causes the marketing voice to be dispersed and out of focus, and even if the marketing effect breaks the circle in the short term, it cannot be maintained in the long run.

To this end, Yousugaru has taken many actions to find the key to solving the problem, reconstruct the marketing mix model, and explore new growth codes for traffic. Not only does it reach users multiple times, but it also continuously builds brand favorability.

1. Use a single platform to resonate with multiple platforms

First of all, unlike the strategy of exploding on multiple platforms at the same time, Yousuanru chose the official video account as the first launch platform and exploded the voice at a single point.

Based on the content characteristics of the platform, the brand output content in a targeted manner, achieving over 100,000 likes for the short video within 24 hours, maximizing its voice and influence.

2. Gradual communication and upgrade

As the short film received explosive attention after its first release, Yousuanru seized the opportunity and released a lot of related content such as short films, KVs, posters, and behind-the-scenes videos on major social platforms. Multiple touchpoints continued to stimulate consumers' emotions, triggering interactive forwarding, and infinitely increasing the communication effect.

As of now, the popularity of the related topic on Weibo has reached 1.42 billion, and the views of the official Weibo of Yousugaru have exceeded 120 million, and the interactions have exceeded 10 million.

Platforms such as Bilibili and Xiaohongshu have triggered viral spreads and even derived UGC secondary creations, achieving deep-level radiation from users' favorability to sense of value and identity, and strengthening the popularity of products.

It is worth mentioning that the actual length of the entire short film is at least 12 minutes, which exceeds the capacity of many previous dissemination materials. The completeness of the work is like a micro-film, and therefore it has sparked a lot of discussion on social platforms.

3. Activate business growth points

As the volume of voice is skyrocketing, how to transform short-term volume into stable user connections and bring commercial value is the top priority of the strategy.

With the help of the "martial arts spirit" in the short film, You Yogurt empowered the new year meanings of its two products "Jiayou" and "Daqi". It not only drove sales conversion around the core theme, but also launched peripheral creative ideas with a martial arts atmosphere, reaching different circles with diverse content.

Looking back at the entire campaign, Yousuguryo not only captured the mood of the times, but also made its marketing powerful, creatively breaking the flavor of the New Year through a martial arts story.

Released at this point, it is very topical and attracts a lot of attention. At the same time, the product is cleverly implanted, leveraging the viral effect of "self-contained Amway" to trigger widespread dissemination.

Nowadays, telling a good story is important, but how to use the story well is more critical. A comprehensive integrated marketing campaign can not only attract consumers’ attention and spread beyond their circle, but also help the brand value and concept be recognized by more people and achieve more effective sales conversion.

The theme of martial arts, which combines traditional culture and the spirit of the times, deserves further exploration. Yousugar also took this opportunity to establish a differentiated image and redefine the rules of Spring Festival marketing.

Author: Time Fun

Source: Shiqu