How to create innovative internet celebrity products that break through the circle?

What kind of item is called an Internet celebrity? ——Good-looking, differentiated, and youthful, so how do brands play with Internet celebrity products? The author of this article will summarize for everyone how to create innovative Internet celebrity products and how to drive sales performance through Internet celebrity products!

The new column will share with you "Brand Marketing Activities and Market Promotion".

I will lead you to understand what marketing activities the brand will use to interact with consumers and promote our products; what methods and techniques they have that are worth learning from, and I also hope that through this we can better and more deeply understand the dry goods of the industry.

Table of contents:

• Chapter 1: How to create internet celebrity products that break the circle and how to drive sales performance through internet celebrity products
• Chapter 2: Empowering Brands with Product Innovation
• Chapter 3: Improving Brand Loyalty through Integrated Marketing

This is the first chapter. Let’s take a look at:

1. List of FMCG brands

First, let’s take a look at the list of fast-moving consumer goods brands.

Before giving you the list this time, I would like to ask you, what fast-moving consumer goods brands do you know? I believe most people would answer top companies such as Procter & Gamble, Unilever, and Johnson & Johnson.

In addition to these, there are various brands such as Nestlé, Kraft, Durex, etc., which we all come into contact with in daily life.

In fact, the fast-moving consumer goods industry is closely related to everyone's life, so these brands will have all-round contact with everyone from various dimensions such as food, daily chemicals and beverages; this shows that fast-moving consumer goods, although seemingly ordinary, are everywhere and are needed all the time.

Then let’s take a look at which brands are currently the most core and important.

First, let’s take a look at several core brands.

First look at the first one on the far left of the top row, which is Mondelez. Oreo and Choco Chia are all owned by Mondelez, including the most popular Milka, which is also a brand acquired by Mondelez.

Next to Mondelez is Coca-Cola, so this one is a household name.

On the right side, there are MM beans and Dove. Both MM beans and Dove belong to the Mars Group.

The Mars Group owns many chocolate brands including Dove, MM Beans, Snickers, Crispy Rice, etc. At the same time, they also merged with Wrigley in the past few years, and now it is called Mars Wrigley. In other words, in addition to chocolate, the chewing gum of Mars Wrigley also belongs to the entire large group of Mars Wrigley.

Then some new brands will emerge, such as Dyson, Three Squirrels and other brands.

Someone may ask here, I see that some companies are well-known foreign companies, some are state-owned enterprises, and some are private enterprises, so what are the differences between them?

In fact, in this part I hope to share with you the concept of de-branding.

In fact, consumers nowadays are more and more inclined to purchase products based on their products, rather than relying solely on brands to purchase products. So, for example, the Oreo music box that has been launched before, its initial attraction was not Oreo, but the music box.

Such a concept is also a disguised way to attract consumers' attention and help make the brand younger. At the same time, a brand like Three Squirrels may not seem to be a top-tier brand, but it attracts consumers through its unique product attributes and becomes a loyal user of Three Squirrels. This method is also acceptable.

So overall, the fast-moving consumer goods market is now increasingly moving towards single-product products rather than complete branding. This part will also be the content and details we will share here later, so let me give you a preview first.

Some people may ask, didn’t we just say that Oreo belongs to Mondelez? Then why are there both Oreo and Mondelez here? This part actually coincides with what I just said.

Because consumers now prefer to buy individual products, even though Oreo belongs to the large Mondelez Group, consumers have a stronger awareness of Oreo. Therefore, Mondelez Group also believes that promoting the Oreo brand will be more likely to attract consumers' attention, and thus promotes Mondelez Group's Oreo brand at the same time when promoting the logo.

At the same time, the same principle applies to Dove under Mars and Clear under Unilever, as mentioned earlier.

2. How to create a popular product

After understanding the brand, in the second part we will talk about how to create internet celebrity products and drive sales growth.

As mentioned earlier, the significance of the existence of Internet celebrity products is that the interaction between a single brand and consumers is the strongest. Brands all hope that their products will be more market-oriented, commercialized, and youthful, and this is the part that consumers currently like most.

Let’s imagine together what kind of items are called Internet celebrities?

• First of all, it has to be good-looking, right? Only good-looking people can be called internet celebrities.
• Differentiation, it must be different from other products to be called an Internet celebrity product and have its own unique selling point.
• Young people, who likes internet celebrities the most? In fact, whether young people or middle-aged people, their pursuit of Internet celebrities is actually a pursuit of the symbol of self-rejuvenation; so the entire product must be more dynamic and have more youthful attributes, so that it will be easier to attract their attention.

3. C2B extension - new ways to play with gift boxes

In the past, we only did B2C, from business to individuals.

But now, c2b has become a new way of playing in the fast-moving consumer goods industry, so what is c2b? customer to business, relying on single products to be brought to market.

The picture above shows the limited edition gift boxes launched by major brands and Tmall. A total of 5 forms can be seen.

1. Interesting peripherals

Gift boxes launched by MM Beans and L'Occitane both attract consumers' attention through interesting product packaging, such as adding toys or the concept of a Rubik's Cube turntable, making the entire consumer experience more interesting.

2. Cultural and creative style, also known as minimalist style

MUJI's style is very well done. Brands like Pocky and Ryohin are doing something similar with their limited edition gift boxes, which elevates the entire product's tone and gives it a sense of luxury.

3. Promote through product content

Dove and Coca-Cola have both been doing customization for 10 years, coupled with more content-based communication, such as the phrase "Take a bite of chocolate and you're mine" and consumer interaction, these are the so-called content marketing communication methods.

4. Celebrity endorsement

Celebrities and internet celebrities have always been very popular. Using their fan effect to help brands promote themselves better is actually the so-called cross-border marketing, which is about driving the growth of the influence and traffic of the entire fan base.

5. New packaging

That is to say, say goodbye to the single packaging form of the past, say goodbye to the square way of the past, and choose another irregular pattern to attract consumers. This is also a good innovation.

So, you can actually see from these five categories that brands are slowly bidding farewell to the past single gameplay and packaging forms and making diversified attempts, and these are the beginning of the Internet celebrity attributes.

4. Create popular products to boost sales growth

Just now we talked about some characters such as celebrity IP and internet celebrities, and they will change in some extended ways. Now let us introduce how to play it in detail.

The brand has penetrated into different circles of people by launching co-branded products, from the co-branded KOL on the far left to the self-media and internet celebrity groups.

1. The main forms of cross-border IP co-branded products

1) Collaboration with KOLs

The single-day transaction volume of the joint hotpot restaurant Uni-President x Zhou Xiaochen increased by 40 times, and the number of visitors and payment conversion rate exceeded the daily average by nearly 10 times.

The limited edition triangular chocolate launched by ROBLERONE and Uncle Tongdao for the twelve zodiac signs is also enabled by Uncle Tongdao to link zodiac fans for fan exchange.

2) Collaboration with animation

In addition to KOLs, there are also co-branded animated characters, which infiltrate the young groups of anime. For example, the products co-branded by Oreo x LINE all target young circles as the core audience, and can leverage each other's momentum to attract traffic; there are also products launched by OSPIE x One Piece, which are a tribute to fans after 21 years of serialization, and their value has risen rapidly.

3) Collaboration with fashion

In the co-branded fashion industry, brands are penetrating into the fashion and trend-seeking groups; such as Want Want and Takasha, which use the powerful exposure power to highlight the brand mindset and live in the minds of young people. The brand image of Want Want has made it more international from being a backward customer in the past.

In addition, Coca-Cola and PINKO continue to deepen their trendy and fashionable brand image through cooperation, allowing the two brands to better integrate and provide consumers with a newer experience.

Some people may ask whether there must be one brand that suffers a loss or one brand that gains more traffic. In fact, this is not necessarily the case.

As mentioned before, we prefer two brands of the same type that can interact with each other and exchange resources. It is not necessary for both brands to be well-known enough, but they must have attributes that can be learned from and integrated.

In a disguised way, everyone can better understand that there must be some factors that allow the two brands to combine and create some topics today. For example, Durex and chocolate are great topics for Valentine's Day.

4) Jointly with film, television and game IP

Co-branded film, television and game products can penetrate into movie and game fans. For example, Johnnie Walker and Game of Thrones were well received by Game of Thrones fans once they were launched, with monthly sales on Tmall exceeding 4,000. There is also Okamoto and PUBG's "Chicken Eating Gift Box", which targets the young people's market and is also loved by many consumers.

2. Cross-brand collaboration for celebrity items

In addition to the cross-border IP models mentioned above, many brands will also try cross-brand cooperation on celebrity models, which has become an important marketing method to extend their own product range and innovate their image.

Brand gift pack:

Most of the brand collaborations in the same industry (left side of the above picture) are to enrich the product portfolio through complementary categories, meet the full range of shoppers' needs, and provide them with the concept of a big gift package.

Dove and Three Squirrels, Panpan and Zhou Hei Ya allow consumers to buy all the products they want at one time to meet their needs.

Product features combined:

Some of the cross-category brand collaborations on the right side of the picture are all carried out around the marketing level through cross-category brand collaborations. Cross-screen collaboration and innovation are usually achieved by leveraging the product’s notable functions and features.

While attracting consumers' attention, strengthen the core selling points of the product.

It can be seen from the picture above that White Rabbit and Maxam both want to highlight the concept of white, so their entire needs and ideas can be better combined; for example, Coca-Cola and The Face Shop both have cylindrical concepts, so their products can also be well combined.

3. Tmall joint innovation matrix

Just now I simply talked about the cooperation between brands. Do you think this will be well accepted and recognized by consumers?

The answer is not necessarily, because traffic itself is very important to the Internet. Then we need to make use of the rich platform resources and work together with Tmall to promote the brand's cross-border marketing and create Internet celebrity hits, which is the real purpose of the three-party linkage.

Tmall’s joint innovation matrix will have brands that will select alliances through Tmall Super Club and conduct bidding.

We select from 500 platforms, institutions and KOLs across the entire network to customize co-branded products, as well as our own content and customized products for precise users.

This part also talks about how a brand's product can be better promoted and advertised through three different types of methods.

For example, after the launch of the event, the traffic purchase conversion rate of Lao Gan Ma and men's clothing was 1.5 times that of daily-selling products; one week before and after the event, the weekly visitors of customized products were twice that of daily-selling products.

At the same time, the anti-acne set of Mayinglong & Highway Store is also very popular. After the launch of Mayinglong's entry into the skincare industry through the joint venture with Highway Store and the expansion of diversified business, the number of weekly visitors has increased more than 10 times, and the weekly transaction volume has increased more than 50 times. The average conversion rate of this joint venture is 4 times that of usual.

The Durex Multiplied by Rishiji Heartbeat gift box contains Durex products and Rishiji popping candies. The daily sales of this joint gift box increased by more than 5 times, and the sales ranking is top 2 among pre-sale products.

The last one is the cooperation between Wan Chai Pier and Wu Liao Poetry Society. The quick-frozen dumplings are packaged in the form of ancient documents, and the packaging is decorated with poems by famous poets such as Su Shi, adding the element of "sentiment" to fast food and triggering social topics.

4. Reverse innovation

Many e-commerce platforms have also launched customized, interesting, and oversized packaging for food brands based on data analysis.

For example, JD.com focuses on gift-sharing scenarios such as family, couples, and friends, which is more in line with consumers' social needs. It launches large gift packages to stimulate media forwarding, thereby triggering the connection between consumers and brands.

Laiyifen giant snack gift pack, Kraft Fun Family snack gift pack and Three Squirrels giant gift pack, Lays potato chips snack gift pack, Be & Cheery foodie power bank snack gift pack, Oreo Mondelez cute giant snack gift pack, you can feel how big they are just by looking at these names.

However, we can understand the concept of "big" more clearly from the pictures, and such innovation will be liked and accepted by consumers.

Due to limited space, this issue will be updated here first. In the next article, I will continue to explain to you the relevant content of brand marketing activities and market promotion: empowering the brand with the help of product innovation. I hope it can help everyone think and grow.

Author: Vivian

Source: Vivian