Urban Beauty brand event promotion case analysis!

Recently, Lin Chiling, the spokesperson for the well-known underwear brand Cosmo Beauty for six years, was replaced by Guan Xiaotong.

When I opened JD.com yesterday, the screen was full of pink pictures, and JD.com was filled with a romantic feeling, because August 1st was JD.com Urban Beauty JD Super Brand Day.

According to internal information, the sales volume reached 800,000 pieces on that day. How can an e-commerce event create a hot event on the entire network through content marketing and social media marketing? How is it done?

Although there is a great deal of overlap between content marketing and social media marketing, they are actually two distinct entities with different focuses, goals, and processes.

Marketing is divided into two steps. The first step is content dissemination, which allows more people to pay attention, participate and interact. The second step is content conversion, which allows more people to consume, register and stay.

The product becomes a self-propagating event through word-of-mouth marketing through social media platforms, which is worth learning from for everyone who does content marketing!

The following will analyze each one through the brand activity cases of Urban Beauty.

First, Urban Beauty changed its celebrity spokesperson from "Lin Chiling" to "Guan Xiaotong".

The spokesperson represents the brand's image. Choosing Guan Xiaotong means that the brand is moving towards younger people, which corresponds to younger people, younger channels, younger ways of playing and a faster-paced activity style.

On June 21, Guan Xiaotong posted a blog to endorse the Urban Beauty brand, and a fierce campaign was planned. How did the attack start on August 1? I divide it into three stages:

1

Celebrity endorsement, full-scale attack

The spokesperson is closely integrated with the brand, triggering a fan effect.

Urban Beauty has upgraded its fashion again, and its spokesperson has been changed to Guan Xiaotong, who has both strength and popularity. This also shows that Urban Beauty will pay more attention to creating the intrinsic connection between celebrities and products.

The new "Xiaotong style" underwear is more suitable for young people's styles and the product interaction is more fashionable. Therefore, the product is easier to penetrate into young people, so a high degree of match between the spokesperson and the product is very important.

By combining Guan Xiaotong's personal image with the Urban Beauty underwear series, in-depth communication is carried out to ignite fans at multiple levels.

Moreover, the traffic of celebrities does not only come from fans, but also from multiple exposures in television media, traditional media and entertainment media, as well as forwarding by celebrities in the entertainment industry to each other, thus achieving multi-level dissemination of traffic.

By creating celebrity "Tong style" underwear, based on the deep integration of celebrities and products, fans' enthusiasm is aroused through interaction, thereby deepening fans' awareness of the products.

2

Multi-channel off-site exposure, target group without blind spots

1. KOL influencers promote products on Weibo to spread traffic at multiple levels

Through the various promotions of beauty bloggers "Dadaer", "Leilei DL" and "Xuebao" on Weibo, a large number of young consumers were attracted.

While Urban Beauty is shaping its brand image symbols through the celebrity effect, it has also unlocked a model of planting grass covering the entire network.

Products that combine beauty and comfort are more accurately reached among target consumers through tailor-made communication strategies, capturing the hearts of a large number of women.

2. KOL influencers promote products on Douyin, giving products a multi-level visual experience

Through the personal trial experience of Douyin influencers such as "Xiaochengzitiantian" and "Li Xiaoxin", we can attract girls who love beauty.

Then, through celebrity topics, traffic is derived, and the unique style of the influencer is added to fully highlight the comfort, experience and customization of the product. With the addition of celebrity endorsements, the advantages of the product are promoted in all aspects, ultimately allowing target consumers to have no blind spots in choice.

Urban Beauty also pushes soft articles on Toutiao. You should know that content marketing is more destructive.

The target group was reached through all channels, 10W+ contents were fully covered, a large number of Toutiao fans were converted into fans of Urban Beauty products, and a large amount of tap water dissemination was derived.

First-tier portals accumulate topics and make full use of the spokesperson’s fans, covering the brand influence across all channels, allowing the brand to penetrate every channel, and the fans of each channel will generate their own traffic.

3. Interaction on Weibo topics to trigger fan effect

As of press time, the Weibo topic #关晓彤代容都市丽人# has been read 190 million times and discussed over 100,000 times.

Through interactive topics on Weibo, Urban Beauty has converted a large number of female fans into fans of Urban Beauty products.

The explosion of celebrity Weibo posts, coupled with the trending topics on Weibo and the recommendations and reposts of KOLs, has led to a large amount of user dissemination.

The official website released the topic in advance and set the time bomb on August 1, so that the traffic could be gathered together through the official WeChat account, and then through the strong support of celebrity fans, expert fans, old customers and friendly businesses, rewarded interactions were carried out.

The redemption and lottery of goods, interesting topics and attractive benefits have greatly stimulated users' consumption conversion.

In addition, there is strong support from major brands.

Through forwarding by blue Vs such as beauty brands and Handu Lishe, the target consumers are connected to each other. While taking advantage of the popularity, this type of people are subtly gathered on a small island, so that all the beauty-loving girls go to the island to shop on August 1st.

3

Strong support from JD.com resources

The largest traffic is still the platform traffic. Advertising positions such as the opening screen, first focus, flash sale and top are really exposed without blind spots. If you didn’t see that it was JD.com, you would have thought it was an independent APP launched by Urban Beauty.

It has been only 40 days from June 21st to now. This planning is quite innovative from the marketing approach to the depth of communication. The core point of Urban Beauty's marketing can be summarized as the deep cultivation of the young people's market throughout the whole process.

Brand tone

Urban Beauty has grasped the most attractive points of underwear for young people, namely "fashion", "comfort", "youthful vitality" and "fun", and connected a large number of young consumers.

Marketing strategy

Urban Beauty brings together the most appealing platforms and the most interesting ways of playing for young people today. Whether it is the sales effect of traffic stars or the interactive topic gameplay, they are more in line with young people's preferences and are also a business method that is more suitable for young people to participate in.

Channel communication

Through full platform coverage of "Tik Tok + Weibo + Toutiao + WeChat", the promotion is carried out.

In fact, this is also Urban Beauty’s new insight into young people. New groups correspond to new communication channels, and fragmented time is used to spread products, allowing brand activities to reach the young consumer groups to the greatest extent.

Business, like war, follows the principles of defense, offense, flanking and guerrilla warfare. To meet the new business environment, we must immediately adapt to new methods.

Whoever wins the young people wins the world. From the perspective of the communication effect of "harvesting traffic + word of mouth + content", the marketing campaign of Urban Beauty has set a model.

Author: Meng Dehang

Source: Operation Publicity Xiao Leilei