Watsons crosses borders to attract fans, teach you how to play fan marketing

In brand marketing , fans are not only high-quality consumers, but also the most loyal supporters of the brand , just as the saying goes, "He who wins the fans wins the world." Cultivating and gaining more fans is something that almost all brands dream of and strive for.

In this matter, there is a brand that can be said to be very successful recently! After the Double Eleven carnival ended, Watsons took advantage of the remaining heat and worked hard to attract fans, coming up with new ideas that made people have to admit that it "really knows how to have fun." Go to Weibo @WatsonsChina and click on the "Boling Fan Festival" event content, and you will find that the comment section has been occupied by fans. Their idols are different, including Hua Chenyu, Fan Chengcheng, Wang Yibo, Zhu Yilong, Wang Ziyi... They gathered under Watsons' official Weibo with the aim of winning the right to use the big screen in Watsons stores , flowers from the celebrity power list or concert tickets for their idols by participating in the "Boling Fan Festival".

It is precisely because of the accurate grasp of the fan support culture that Watsons’ first “Boling Fan Festival” was able to successfully attract fans after satisfying the emotional needs of fans.

1. Join hands with Star Fan Group across platforms to target the fan circle and convey brand rejuvenation

From the right to use the big screen in stores to flowers for the celebrity power list; from joint activities with @WatsonsChina and @SuperStarfan Group ; from spreading on Weibo and WeChat to support on APP platforms... "Boling Fan Festival" is based on providing idols with more abundant publicity resources to meet the fans' support needs and provide fans with a new cross-platform, all-round and three-dimensional interactive experience.

@Watsons China teamed up with @Super Star Fan Group event Weibo interface

If your understanding of “chasing stars” is still limited to “buying CDs, watching concerts, and watching TV series”, then you are really out of date. Only those who support with fancy ways are true fans! Deeply penetrating into the fan circle is the biggest highlight of Watsons’ “Boling Fan Festival” marketing .

As a well-known domestic beauty product retail chain brand, Watsons’ user base is mainly young women aged 18-35 , who also happen to be the main force of the “fan circle”. Watsons successfully grasped the "support culture" and "fan psychology" of this group of people, and combined it with the marketing theme of "Shine Without Waiting", triggering high interaction among true fans and mobilizing users' enthusiasm for participation.

Through participation in activities, users can gradually become familiar with and remember Watsons’ six latest services through repeated interactions: lightning delivery, store pickup, scan code purchase, appointment for makeup service, AR makeup trial service, and skin testing. It is worth mentioning that Watsons has spread its brand again and again through highly interactive support from fans and secondary forwarding.

2. Six major services: "Rainbow farts" to attract fans first and then drive fans later

In the fan circle, fancy calling is considered the basic skill of cheering. The "Fart Contest" in Watsons' "Bo Ling Fan Festival" can be regarded as an entrance examination for fans. The "Rainbow Fart Contest" lasts for 6 days, and every day it will focus on introducing one of Watsons' six major service items, allowing fans to praise and flatter the service in a rainbow fart-like manner.

After opening the comment section on the event’s Weibo, I can only say: It’s really interesting ! Under the topic #ShineDon'tWait# , fans praised their idols and then the brand, and then the editor, praising the idols and the brand in various ways. Every comment was a different color of rainbow fart . I just captured a few of them, let's take a look together:

@我是小九那: Scan the QR code to buy, scan the QR code to buy, it’s so awesome in the whole universe! Scan the QR code to buy, scan the QR code to buy, don’t go to the checkout counter! When you see a queue on the road, just shout, scan the QR code to pay and follow me! Raise your hands and shake them, say goodbye to the past of queuing all night! I said scan the code and you said buy, scan the code and buy, scan the code and buy! #Shine without waiting#, have you made a purchase by scanning the QR code today? ? ?

@There are many people living in my mind: "I opened the door of Watsons, and then I saw you. You are the aurora of the universe, the dust particle... I sat on the chair waiting for you to put on my makeup. Do you know why I am so active? Because my heart beats for you every moment."

In order to write the most brilliant flattery, fans have put in all their effort. After seeing these bubbling positive reviews, besides smiling, don’t you feel a little curious? Or an urge to try?

This is exactly the brilliance of Watsons ' fan marketing . The flattery is just a form. In fact, in each of these "jokes", on the one hand, it completes the interactive feedback with users and strengthens effective interaction. On the other hand, through the "recommendation" of star chasers, it inspires people in the fan circle who are also curious about new things and dare to try them, "first fans drive later fans" .

It is said that "the focus today is not to occupy the users' eyes, but to occupy the users' mouths!" In other words, the focus of marketing is not how much resources you invest, but how you successfully arouse the users' interest and occupy their daily topics. This wave of "operations" by Watsons can be said to have truly made fans "alive" . "Alive" does not only refer to the "activity" of fans and their effective interaction with the brand; it also includes actively participating in brand communication and marketing, and even reaching a value recognition with the brand to form a community of interests .

In recent years, it is not difficult to find that Watsons has been constantly upgrading and replacing its brand, stores, services, products and other aspects, and is committed to improving users' consumption experience with diversified , technological and youthful service methods. This time, Watsons combined service and marketing through the power of "fans", successfully captured the hearts of many young users, and also took the opportunity to promote the brand's new upgrade.

Finally, I want to say that the so-called "fan marketing" is not just about increasing the number of fans or growing them very quickly. The more important meaning is to find the emotional G-spot of users and thus achieve emotional resonance with consumers . The “Boling Fan Festival” organized by Watsons this time has set a good example for us and is worthy of repeated study and consideration.

Source: Brainburning Ads (ID: shukewenzhai)