In 2020, the arrival of the epidemic shattered the daily peace of life and everyone was anxious.With the outbreak under control,we embraced the first long holiday in 2020-National Day & Mid-Autumn Festival.During this period, the battered restaurant and movie industries gradually began to recover, and consumers needed to unleash their energy.
The new product Ciningji of Wong Lo Kat Herbal Tea has always faced challenges, such as low popularity of new products and channel singularity.For the epidemic deblocking, coupled with the arrival of the double holiday, it was nothing but a good opportunity to get popular.Therefore, Ciningji made the stereo linkage marketing on B-end and C-end, both online and offline. Gave Ciningji a chance to stay with you at the double festival !
With the outbreak under control,this double holiday(National Day&Mid-Autumn Festival)became the best opportunity to visit friends and relatives.Therefore,taking advantage of this opportunity,Ciningji launched a “family& friends reunion,good things in pairs”activity on Meituan,Taopiaopiao and MaoYan.
Ciningji flooded the screen
In October 2020, Ciningji settled in Wong Lo Kat Herbal Tea Meituan reviews and grabbed valuable resources,showing itself for all food-lovers.It also cooperated with two major movie platforms to propagandize through hard advertisement so that customers could see it firstly.In this way, Ciningji would reach product exposure maximization, enhance its popularity and attract customers to enjoy it offline.
Ciningji’s super packages
Ciningji interacted with users on Meituan and attracted millions of followers through giving away super packages. Ciningji selected trending restaurant in Guangzhou for “dine and dash”activity for a limited time to reward consumers online. At the meanwhile, it had the first cooperation with Guangzhou's top trending restaurant Super Wenheyou to have a live broadcast, among which ￥9.9 package even attracted the attention of the whole city people.In virtue of the National Day activities of two major movie platforms, it sent coupon benefits and the final total number of tickets issued exceeded 160,000.
We made full use of merchant resources owned by Meituan itself, reached cross-border promotion though platforms and quality KA chain merchants and integrated the preferential packages online and offline, developing sales conversion. In addition, the Ciningji dominated the National Day film industry and maximized publicity,leaving expressions to customers.
Ciningji’s attraction cycle
Customers trailed new products offline and bought them online.We encouraged customers to share their shopping products and took every customer as a “We-media”.We called on the whole people to join us and created a Herbal Tea era where all people enjoyed drinking the Ciningji.
On the whole, Ciningji took advantage of users' consumption psychology after the epidemic, and combined the mainstream functions of the two platforms to integrate online and offline linkages.The whole marketing brought 450 million exposure, over 10 million clicks for the brand and gave away millions of benefits to customers with interactive participation of more than 1.8 million. These all gave a momentum for Ciningji’s exposure and sales conversion!Maximal accurate exposure could increase consumer awareness of products and then created a wonderful holiday that Ciningji was with every consumer.