In Dec 2020, cooperated with iNSPIRE, Clarins initiated interactive tag#Ignite Youth # on Weibo.In virtue of celebrity effect of countdown party, fans could post with tag to show idol’s vitality and attract extensive attentions.The final topic was read by more than 670 million times, discussed by more than 2.05 million times and reached 1.55 million UGC, making it the second topic in Clarins' history.According to Weibo's data center, 74% of the participating users are post-95 and post-00, and 80% of the users are women, which successfully aroused the attention of young people of Generation Z.
When it comes to Clarins, pregnancy products are known by customers so that it may form a stereotype.Many young consumers mistakenly believe that Clarins is serving older consumers, and the brand image is not young enough.The environment in which Generation Z grew up has created their receptiveness and discernment of brand advertising.But they are exposed to advertising less frequently.Attractive messages are needed to draw the attention of Gen Z consumers.During the New Year,various activities of platforms emerged.The major TV stations also held New Year's Eve parties, with many celebrities.Therefore, brands need to stand out in this period of heightened and scattered attention.
Every New Year's Eve, countdown parties and celebrities dominate the headlines year after year, and the discussion of “age" and "youth" on Weibo platform also increased significantly.Potential consumers and GZ groups have high preference to celebrities.Usually,during the period,celebrities and fans have high-intensity interaction habits.Therefore,Clarins initiated interactive tag#Ignite Youth # on Weibo.In virtue of celebrity effect of countdown party, fans could post with tag to show idol’s vitality and coordinate the original interaction mechanism to attract extensive attentions.
The New Year boosted its popularity.It had topic page of #Ignite Youth#.20+entertainment accounts post relevant information with celebrities and 30+ popular celebrities joined in to discuss, building a energetic and new year-like atmosphere for this topic page.
We initiated ad-driven topics and invited 50+ entertainment accounts&information accounts to post relevant content and“visit”the topic page with 21 hot searching topics.Original interactive mechanism popped up online at golden time and showed naturally with posts,flooding many hot topic pages at the period of New Year.Besides,the lottery link also promoted topic interaction and products recommendation.
Based on the understanding to Clarins and Clarins double serum, beauty makeup KOLs post long texts and 9 photos to recommend products from weak points/scenes/efficacy of skin care and captured natural hotspots of Dilraba,the spokesperson of Clarins and hinted to buy the same product,Clarins double serum.
The whole case used fan economy to help brand topics win a lot of free traffic and activate a lot of UGC.It successfully set off a wave of youthful power across the network and attracted the attention of the GZ.